UK Advertising Expenditure

Published 7 August 13

UK Dairy Advertising Expenditure

  • Total advertising on dairy in 2012 amounted to £124.2 million.
  • Advertising expenditure on dairy increased by 16% between 2011 and 2012.
  • Yogurt accounts for the largest proportion of dairy advertising expenditure, with 44% (£54.2 million).

In 2012, £124.2 million was spent on advertising dairy products in the UK. This was an increase of 16% (£17.5 million) when compared to the previous year. Advertising spend on dairy products has fluctuated over recent years. 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 £54.2 million spent in 2012, accounting for 44% of total advertising spend on dairy products. Natural/greek style yogurts have seen the largest increase in advertising expenditure since compared to 2011. Advertising expenditure on butter decreased in 2012 compared to 2011, while for cream expenditure increased. Cheddar and continental cheeses both experienced a reduction in advertising spend compared to the previous year, while cheese products and regional cheese saw a rise in advertising spend.

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UK Dairy Advertising Expenditure (£'000)

2011

2012

Liquid Milk (excl soya)

7,515

6,064

Milk drinks

1,173

4,190

Butter

13,343

11,480

Cheese

30,934

35,655

Margarine & Spreads

12,565

11,627

Cream

450

923

Yogurt & Fromage Frais

40,624

54,212

Total

106,604

124,151

 

Source: A C Nielsen