DairyCo

UK Advertising Expenditure

Published 20 August 10

UK Dairy Advertising Expenditure

• Total advertising on dairy in 2009/10 amounted to £113.9 million.
• Advertising expenditure on dairy fell by 0.9% between 2008/09 and 2009/10.
• Yogurt accounts for the largest proportion of dairy advertising expenditure, with 40.6% (£46.3 million).

In the 2009/10 milk year £113.9 million was spent on advertising dairy products in the UK. This was a fall of 0.9% (£1.0million) when compared to the previous milk year. Advertising dairy products has become more popular over the years, with the value of advertising spend increasing from £74.4 million in 1999/00 to £114.9 million in 2008/09. Expenditure has then fallen back between 2007/08 and 2009/10, this may in part be due to the decline in the economy from mid 2008.

Yogurt and fromage frais sees the largest spend on advertising within the dairy sector, with £46.3 million spend in 2009/10 accounting for 40.6% of total advertising spend on dairy products. All categories within dairy with the exception of magarine & spreads (up by 43%) have seen advertising expenditure fall between 2008/09 and 2009/10. The cream category experienced the largest fall in advertising spend, down by 54% (£0.1million) followed by the liquid milk category, down by 34% - equivalent to £3.7m.

For more information on advertising expenditure click here.

Source: A C Nielsen