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EMARKETER

US CPG Industry Ad Spending Forecast 2025

Below-Average Ad Growth as Tariffs and Consumer Caution Strain the Industry

Report by Ethan Cramer-Flood  |  Oct 22, 2025
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Table of Contents
Executive Summary
CPG is the second-largest industry for advertising, but spending growth has slowed considerably
CPG companies spend heavily on search, social, and mobile advertising
CPG subcategory trends reveal where growth will—and won’t—come from
Media Gallery
About This Report
Tariffs, inflation, and cost pressures are forcing CPG advertisers to tighten budgets and focus on ROI. As traditional media fades, digital—especially social—continues to capture more share despite slower overall growth.
Topics
Total Media Ad Spending
Digital Advertising
Groceries & Consumer Products (CPG)
United States
Table of Contents
Executive Summary
CPG is the second-largest industry for advertising, but spending growth has slowed considerably
CPG companies spend heavily on search, social, and mobile advertising
CPG subcategory trends reveal where growth will—and won’t—come from
Media Gallery

Consumer packaged goods (CPG) ad spending growth is slowing as cost pressures mount. Brands are cutting traditional budgets and leaning on performance-driven digital channels in the face of challenging macroeconomic conditions. Social and mobile advertising remain the go-to safe havens for constrained CPG marketers.

Key Question: How much will the CPG industry and its subcategories spend on various forms of advertising this year, and how does it compare to other industries?

Key Stat: CPG total media ad spending will increase by just 4.6% this year, slightly below the national average of 4.9% and 8.7 percentage points behind last year’s pace.

CPG Companies Will Spend $66 Billion on Advertising This Year as Tariffs Constrain Growth (billions in US consumer packaged goods (CPG) ad spending, % change, and % of total media ad spending, 2021-2027)
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Table of Contents

  1. Executive Summary
  2. CPG is the second-largest industry for advertising, but spending growth has slowed considerably
  1. CPG companies spend heavily on search, social, and mobile advertising
  2. CPG subcategory trends reveal where growth will—and won’t—come from
  1. Media Gallery

Charts in This Report

CPG Companies Will Spend $66 Billion on Advertising This Year as Tariffs Constrain Growth (billions in US consumer packaged goods (CPG) ad spending, % change, and % of total media ad spending, 2021-2027)CPG Companies Will Provide 16.0% of Total Ad Spending This Year, but Growth Will Be Moderate
CPG Companies Will Spend $66 Billion on Advertising This Year as Tariffs Constrain Growth (billions in US consumer packaged goods (CPG) ad spending, % change, and % of total media ad spending, 2021-2027)The CPG Industry Will Use 83.3% of Its Ad Spending on Digital This Year, More Than Most (digital vs. traditional % of total media ad spending, by industry, 2025)
CPG Industry Digital Ad Spending Growth Will Land Below the National Average This Year (% change in US digital ad spending, by industry, 2025)CPG Companies Will Spend $55 Billion on Digital Ads This Year, but Growth Will Be Down Sharply (billions in US consumer packaged goods (CPG) digital ad spending, % change, and % of total digital ad spending, 2021-2027)
Nearly One-Third of the CPG Industry's Ad Spending Will Go to Search Advertising This YearCPG Ad Spending on Search and Social Is Rising More Than Spending On Traditional TV Is Declining
CPG Spends a Larger Share of Its Digital Ad Budget on Social Ads Than Any Other IndustryCPG Is the Second-Biggest Social Ad Spender, but Its Growth Will Trail the National Average
The CPG Industry Leans Into Mobile Advertising More Than Most Other Industries (mobile vs. nonmobile % of total digital ad spending, by industry, 2025)Toiletries and Cosmetics Will Be the Largest Ad Spending CPG Subcategory This Year, Though Growth Will be Slow

authors

Ethan Cramer-Flood

Contributors

Ross Benes
Senior Analyst
Zach Goldner
Senior Forecasting Analyst
Penelope Lin
Director, Data Visualization
Oscar Orozco
Senior Director, Forecasting
Emman Velasco
Chart Editor
Julia Woolever
Yoram Wurmser
Principal Analyst
Ali Young
Senior Copy Editor and Manager of Content Operations
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