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.