US CPG Industry Ad Spending 2024

2-Year Rebound for the Second-Largest Ad Spender Continues but Will Tail Off Next Year

Report by Ethan Cramer-Flood  | Oct 2, 2024
Download
Report
Executive Summary
Share
Table of Contents
Executive Summary
The CPG industry will spend nearly $50 billion on digital advertising in 2024, second only to retail
CPG leans into display and mobile ads and away from traditional media ads
Toiletries and cosmetics and food dominate CPG digital ad spending, but the growth will come from beverages
Media Gallery
About This Report
The second-largest digital advertiser among industries will post strong ad spending growth in 2024, but deceleration is on the horizon, and its various subcategories have starkly different outlooks.
Topics
Digital Advertising
Groceries & Consumer Products (CPG)
US
Table of Contents
Executive Summary
The CPG industry will spend nearly $50 billion on digital advertising in 2024, second only to retail
CPG leans into display and mobile ads and away from traditional media ads
Toiletries and cosmetics and food dominate CPG digital ad spending, but the growth will come from beverages
Media Gallery

The consumer packaged goods (CPG) industry will spend nearly $50 billion on digital advertising this year, a figure bested by only the retail industry. Growth will be excellent for the second year in a row, but the 2025 outlook is more pedestrian. Among CPG subcategories, toiletries and cosmetics will spend the most.

Key Question: How much will the CPG industry and its subcategories spend on digital advertising this year and out to 2026?

US Consumer Packaged Goods (CPG) Digital Ad Spending, 2021-2026 (billions, % change, and % of total digital ad spending)
E-Mail ChartDownload

Key Stat: After nearly flat-lining in 2022, CPG industry digital ad spending will see a second consecutive year of strong growth in 2024 (16.6%). But a spending deceleration is on the horizon.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. The CPG industry will spend nearly $50 billion on digital advertising in 2024, second only to retail
  1. CPG leans into display and mobile ads and away from traditional media ads
  2. Toiletries and cosmetics and food dominate CPG digital ad spending, but the growth will come from beverages
  1. Media Gallery

Charts in This Report

US Consumer Packaged Goods (CPG) Digital Ad Spending, 2021-2026 (billions, % change, and % of total digital ad spending)The CPG Industry Will Be the Second-Largest Digital Ad Spender This Year (% of US total digital ad spending, by industry, 2024)
US Consumer Packaged Goods (CPG) Digital Ad Spending, by Format, 2022-2026 (billions)The CPG Industry Leans Into Mobile Advertising More Than Most Other Industries (mobile vs. nonmobile % of US total digital ad spending, by industry, 2024)
The CPG Industry Has Pulled Away From Traditional Media Advertising More Than Most (digital vs. traditional % of US total media ad spending, by industry, 2024)US Consumer Packaged Goods (CPG) Digital Ad Spending Growth, by Subcategory, 2024 (% change)
US Consumer Packaged Goods (CPG) Digital Ad Spending Share, by Subcategory, 2024 (% of total CPG digital ad spending)US Consumer Packaged Goods (CPG) Digital Ad Spending, by Subcategory, 2022-2026 (billions)

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER
Download PDF

authors

Ethan Cramer-Flood

Contributors

Nikolai Dineros
Zach Goldner
Forecasting Analyst
Penelope Lin
Director, Data Visualization
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Oscar Orozco
Director, Forecasting
Emman Velasco
Chart Editor
Julia Woolever
Yoram Wurmser
Principal Analyst

Latest Reports

The Affiliate Marketing Opportunity
Report
The Affiliate Marketing Opportunity
US CPG Industry Ad Spending 2024
Report
US CPG Industry Ad Spending 2024
Retail and Ecommerce Sales Benchmarks: Q4 2024
Report
Retail and Ecommerce Sales Benchmarks: Q4 2024
Digital Video Forecast and Trends Q3 2024
Report
Digital Video Forecast and Trends Q3 2024
Infopack: Travel 2024
Report
Infopack: Travel 2024
Q3 2024 Ad Spending Forecast and Trends
Report
Q3 2024 Ad Spending Forecast and Trends
Data Drop: 4 Charts on Banks’ Generative AI Preparedness
Report
Data Drop: 4 Charts on Banks’ Generative AI Preparedness
Attention Metrics Ecosystem 2024
Report
Attention Metrics Ecosystem 2024
US Payments Digital Ad Spending 2024
Report
US Payments Digital Ad Spending 2024
US Ad Spending by Industry 2024
Report
US Ad Spending by Industry 2024
US Creator-Driven Commerce 2024
Report
US Creator-Driven Commerce 2024
US CTV Time Spent vs. Ad Spending 2024
Report
US CTV Time Spent vs. Ad Spending 2024
UK Digital Ad Spending by Industry 2024
Report
UK Digital Ad Spending by Industry 2024
Canada Digital Ad Spending by Industry 2024
Report
Canada Digital Ad Spending by Industry 2024
Affiliate Marketing 2024
Report
Affiliate Marketing 2024

Popular on EMARKETER

TikTok launches search ads to boost conversions
Article
TikTok launches search ads to boost conversions
Exclusive data: 4 trends in paid search advertising
Article
Exclusive data: 4 trends in paid search advertising
Digital Video Forecast and Trends Q3 2024
Report
Digital Video Forecast and Trends Q3 2024
Retail and Ecommerce Sales Benchmarks: Q4 2024
Report
Retail and Ecommerce Sales Benchmarks: Q4 2024
Attention Metrics Ecosystem 2024
Report
Attention Metrics Ecosystem 2024
Q3 2024 Ad Spending Forecast and Trends
Report
Q3 2024 Ad Spending Forecast and Trends
Reddit reinvigorates leadership to drive advertising expansion
Article
Reddit reinvigorates leadership to drive advertising expansion
Infopack: Travel 2024
Report
Infopack: Travel 2024
6 predictions for the future of tech and media in 2024
Article
6 predictions for the future of tech and media in 2024
CMOs and other execs from McDonalds, Mastercard, the NBA, and more discuss AI, personalization, and long-term vision
Article
CMOs and other execs from McDonalds, Mastercard, the NBA, and more discuss AI, personalization, and ...
What consumers want from brands in 2024: 5 key stats
Article
What consumers want from brands in 2024: 5 key stats
Meta Connect 2024 reveals AI, VR, and AR innovations
Article
Meta Connect 2024 reveals AI, VR, and AR innovations
Social media overtakes search engines for discovery among Gen Z and millennials
Article
Social media overtakes search engines for discovery among Gen Z and millennials
Gen Z’s love-hate relationship with social media deepens
Article
Gen Z’s love-hate relationship with social media deepens
Perplexity’s ad model could be lucrative, but sponsored answers could confuse users
Article
Perplexity’s ad model could be lucrative, but sponsored answers could confuse users

Latest Forecasts

vMVPD, US
Forecasts
vMVPD, US
Sports Viewers, US
Forecasts
Sports Viewers, US
Ride Share Sales, US
Forecasts
Ride Share Sales, US
Digital Ad Spending, Bolivia
Forecasts
Digital Ad Spending, Bolivia
Total Media Ad Spending, Bolivia
Forecasts
Total Media Ad Spending, Bolivia
Traditional Media Ad Spending, Bolivia
Forecasts
Traditional Media Ad Spending, Bolivia
Digital Ad Spending, Ecuador
Forecasts
Digital Ad Spending, Ecuador
Traditional Media Ad Spending, Ecuador
Forecasts
Traditional Media Ad Spending, Ecuador
Total Media Ad Spending, Ecuador
Forecasts
Total Media Ad Spending, Ecuador
Digital Ad Spending, Paraguay
Forecasts
Digital Ad Spending, Paraguay
Total Media Ad Spending, Paraguay
Forecasts
Total Media Ad Spending, Paraguay
Traditional Media Ad Spending, Paraguay
Forecasts
Traditional Media Ad Spending, Paraguay
Digital Ad Spending, Qatar
Forecasts
Digital Ad Spending, Qatar
Total Media Ad Spending, Qatar
Forecasts
Total Media Ad Spending, Qatar
Traditional Media Ad Spending, Qatar
Forecasts
Traditional Media Ad Spending, Qatar

"Behind the Numbers" Podcast

The Daily: How news consumption habits are changing—Will WhatsApp emerge as a hub, how many people use TikTok for news, and more
Audio
The Daily: How news consumption habits are changing—Will WhatsApp emerge as a hub, how many people ...
Around the World: What ads have been banned in different countries and how much do advertising bans work?
Audio
Around the World: What ads have been banned in different countries and how much do advertising bans ...
The Weekly Listen: Brand logos you can feel, can Amazon’s new “Shark-Tank”-style show catch on, and more
Audio
The Weekly Listen: Brand logos you can feel, can Amazon’s new “Shark-Tank”-style show catch on, and ...
The Daily: AI models that can “reason”, the push to invent a new AI device, and the possibility of “Safe SuperIntelligence”
Audio
The Daily: AI models that can “reason”, the push to invent a new AI device, and the possibility of ...
Reimagining Retail: The Unofficial Most Interesting Retailers List (September)
Audio
Reimagining Retail: The Unofficial Most Interesting Retailers List (September)
The Daily: Very specific 2024 predictions (Fall edition) part 2—Why ByteDance will sell TikTok, a kids online safety law, and a Dish/DirecTV merger
Audio
The Daily: Very specific 2024 predictions (Fall edition) part 2—Why ByteDance will sell TikTok, a ...
The Daily: Very specific 2024 predictions (Fall edition) part 1—Rejecting GenAI, Chrome’s consent workflow, and Tubi ascends
Audio
The Daily: Very specific 2024 predictions (Fall edition) part 1—Rejecting GenAI, Chrome’s consent ...
The Weekly Listen: What happens if TikTok is (or isn’t) banned in the US, what marketers get most wrong about consumers, and more
Audio
The Weekly Listen: What happens if TikTok is (or isn’t) banned in the US, what marketers get most ...
The Daily: Google’s digital ad tech antitrust trial—The DoJ’s case against them and the search giants defense
Audio
The Daily: Google’s digital ad tech antitrust trial—The DoJ’s case against them and the search ...
Reimagining Retail: Gen Z’s path-to-purchase—What most folks get wrong about them and how social media influences in-store behavior
Audio
Reimagining Retail: Gen Z’s path-to-purchase—What most folks get wrong about them and how social ...
The Daily: How generations use social media—Gen Z’s actual favorite platform, the one Boomers are adopting the fastest, and more
Audio
The Daily: How generations use social media—Gen Z’s actual favorite platform, the one Boomers are ...
The Daily: What to make of democratic countries (like Brazil) banning social media apps (like X)
Audio
The Daily: What to make of democratic countries (like Brazil) banning social media apps (like X)
The Weekly Listen: Does Facebook actually have a young person problem, the interactive ads of the future, and more
Audio
The Weekly Listen: Does Facebook actually have a young person problem, the interactive ads of the ...
The Daily: How travel Is changing—Has it actually fully recovered, how budget airlines are pivoting, and more
Audio
The Daily: How travel Is changing—Has it actually fully recovered, how budget airlines are pivoting, ...
Reimagining Retail: Why are so many new peer-to-peer resale marketplaces are being launched and how they can succeed
Audio
Reimagining Retail: Why are so many new peer-to-peer resale marketplaces are being launched and how ...