In 2020, €259.1m was invested in dairy product advertising in Germany. The entire food industry spent € 2.16bn on its advertising, which was 6.2% of the total advertising market. The so-called “share of voice”, i.e. the share of the total advertising volume, was 0.7% for the dairy industry and thus below average. However, two-thirds of the milk product group’s sales and 53.5% of its turnover are in the entry-level price bracket, which puts the comparatively low advertising expenditure into perspective.
| Dairy ad spendings (rounded), €m | |||
| White Assortment | Yellow Assortment | Total | |
| 2015 | 190.1 | 173.9 | 364 |
| 2016 | 169.6 | 163.3 | 332.8 |
| 2017 | 163.9 | 160 | 323.9 |
| 2018 | n.a. | n.a. | n.a. |
| 2019 | 133.3 | 160 | 292.9 |
| 2020 | 103.2 | 155.9 | 259.1 |
