Smallgoods, snacks and ice cream shows large growth
Sydney – April 30, 2025 – Nielsen Ad Intel data released today has revealed a 6% increase in advertising investment across Australia’s food industry, with total spend rising from $390 million in 2023–2024 to $414 million in 2024–2025.* The latest 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 were:
Top 10 Advertisers
1 Mondelez International
2 Lite N Easy
3 Arnotts Biscuits
4 Sanitarium Health Food Co
5 Hello Fresh
6 Ferrero Australia
7 Peters Ice Cream
8 Kellogg (Aust)
9 Mars Snackfoods
10 Primo Smallgoods
Among the strongest 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%).
Nielsen Ad Intel’s Pacific Commercial Lead, Rose Lopreiato, said: “This data reinforces how critical it is for food marketers to understand where and how their competitors are investing. 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.
Note
*Nielsen Ad Intel media spend estimates March 2023 – April 2024, March 2024 – April 2025
Press Contact
Dan Chapman
dan.chapman@nielsen.com
+61 4040884
