Marketing spend as a share of companies' total budgets in the U.S. 2023, by industry

During a survey among chief marketing officers (CMOs) from for-profit companies in the United States concluded in August 2023, they reported that, on average, corporations selling consumer packaged goods (CPG) allocated over one-quarter of their total budgets to marketing expenses. The retail wholesale and the communications and media segments followed, with shares of about 14.5 and 14.3 percent, respectively.

The CPG market on the spotlight

CPG marketing promotes perishable consumer goods such as food, beverages, or household products. As these items are used and replenished regularly, the CPG industry is known as a highly competitive playing field, and brands rely on effective marketing campaigns to stand out among the crowd.

Top advertising spenders

Amazon was the top advertiser in the U.S. in 2022, with over 13 billion U.S. dollars in spending. Procter & Gamble was the leading advertiser from the CPG industry that year, which comes as no surprise considering the conglomerate's size and extensive brand portfolio. Many of the world’s most popular cleaning and personal care brands, such as Pampers, Braun, Gillette, and Pantene, fall under the P&G umbrella, making the company a multinational CPG giant.