Australian food sector ad spend rises to $414 Million: Nielsen

Advertising investment in the Australian food industry has seen a 6% increase, with total spend rising from $390 million in 2023–2024 to $414 million in 2024–2025, according to Nielsen Ad Intel data.

The figures highlight a return to growth for the sector, with significant gains in impulse and convenience-based food categories.

The top advertisers in the sector reflect a mix of legacy brands and agile, health-conscious choices. Leading the list was Mondelez International, Lite N Easy, Arnott's Biscuits, Sanitarium Health Food Co and Hello Fresh.

Top advertisers

Following in sixth place was Ferrero Australia, Peters Ice Cream, Kellogg (Aust)in eighth, Mars Snackfoods in ninth, while Primo Smallgoods rounded out the top 10.

Among the strongest category performers, in terms of year-on-year (YoY) growth were smallgoods, which recorded YoY growth of 86%, followed by snack foods (up 56%), ice cream and frozen confectionery (up 50%), biscuits (up 31%), and dairy products and substitutes (up 19%).

"This data reinforces how critical it is for food marketers to understand where and how their competitors are investing," Rose Lopreiato, Nielsen Ad Intel's Pacific Commercial Lead, said.

"With both established and emerging brands ramping up media activity, particularly in categories like smallgoods, snackfoods and frozen food, staying informed on competitive spend is essential to making smarter, faster decisions about channel mix, share of voice, and campaign timing."

As digital media channels and increase in OOH spending continue to reshape food marketing strategies, this upswing in advertising spend demonstrates that brands are maintaining a strong presence, across multiple touchpoints to stay top-of-mind with Australian consumers.

Last month, Nielsen Ad Intel unveiled its 2024 Advertising Spend Report, highlighting the nation’s biggest advertisers, the dominant sectors, and significant market trends that shaped the past year.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.