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Advertising spend: fmcg brands
Advertising spend: fmcg brands
Rank Brand, OWNER   Spend £m Spend £m change yoy
2018 2017   2017 2016 %
           
1 10 Coca-Cola range, Coca-Cola 16.4 9.6 71.4
2 9 Pantene Pro-V Procter & Gamble 14.2 11.2 26.7
3 8 Ariel range, Procter & Gamble 13.6 11.5 17.4
4 6 Chanel fragrances, Chanel 13.4 11.8 13.3
5 1 Christian Dior fragrances, Groupe LVMH 13.4 15.5 –13.9
6 35 Oral-B Pro Toothpaste, Procter & Gamble 12.9 10.5 22.8
7 12 Fairy Procter & Gamble 12.6 10.7 18
8 21 Lenor Procter & Gamble 12.5 7 77.6
9 2 Head & Shoulders Procter & Gamble 12.4 15.7 –20.9
10 53 Dove Unilever 12.3 6.5 88.4
11 84 Colgate Total Colgate-Palmolive 10.1 4.9 109
12 34 Guinness Diageo 9.6 6.8 41.4
13 7 Cadbury Dairy Milk Mondelez International 9.4 12.4 –24.1
14 31 Quorn Monde Nissin Corporation 9.1 8.3 10.5
15 17 L’Oréal Paris Elvive L'Oreal (UK) 8.7 9.8 –10.7
16 75 Lindt Lindor Lindt & Sprüngli 8.1 7.6 6.8
17 38 Pepsi Max PepsiCo 8.1 7.5 8.1
18 25 Müller Light Müller Dairy UK 7.9 8.5 –8.0
19 50 Paco Rabanne fragrances, Paco Rabanne 6.8 6.7 1.1
20 62 Aptamil Groupe Danone 6.6 6 10.2
21 16 McCain McCain Foods 6.5 9.9 –33.9
22 NEW Fairy Non-Bio Procter & Gamble 6.4 0.2 4,121.20
23 22 Lynx Deodrant and Bodyspray, Unilever 6.4 4.3 49.8
24 4 Dettol Reckitt Benckiser 6.4 8.6 –25.5
25 5 Vanish Gold, Reckitt Benckiser 6.4 11.6 –44.8
26 NEW Colgate Max White Colgate-Palmolive 6.3 3.4 86.9
27 56 Flash Procter & Gamble 6.1 6.2 –0.3
28 NEW Magnum Unilever 6.1 2.3 165.1
29 54 Lurpak Arla Foods 6.1 6.5 –6.4
30 46 Hugo Boss frgrances, Hugo Boss 6 6.9 –13.0
31 27 Walkers Crisps PepsiCo 6 3.1 95.4
32 61 Yves Saint Laurent fragrances,Kering 5.9 6 –0.9
33 NEW Quaker Oats PepsiCo 5.9 4.1 42.3
34 33 Garnier Ultimate Blends L’Oréal (UK) 5.9 8 –26.7
35 NEW Birds Eye Chicken Permira Funds 5.9 1.6 274.1
36 68 Wrigley’s Extra Mars UK 5.8 5.4 6.5
37 72 Febreze range, Procter & Gamble 5.7 1.1 402.1
38 44 Listerine Johnson & Johnson 5.7 6.9 –17.2
39 NEW Gillette Fusion Procter & Gamble 5.7 8.5 –33.4
40 98 Diet Coke Coca-Cola 5.6 4.3 32.2
41 NEW Nivea Men Maxingvest AG 5.6 6.6 –14.6
42 NEW Birds Eye Fish Permira Funds 5.6 4.4 25.8
43 NEW Ben & Jerry’s Unilever 5.5 2.5 123.1
44 NEW Kellogg’s Crunchy Nut Kellogg's 5.5 1.6 252.8
45 NEW Bud Light AB InBev 5.3 0 N/A
46 29 Sensodyne ProNamel, GlaxoSmithKline 5.3 2.4 117.9
47 NEW L’Or Capsules JAB Holding 5.3 0 N/A
48 52 Actimel Groupe Danone 5.3 6.5 –19.6
49 NEW Kellogg’s Corn Flakes Kellogg’s 5.2 0 N/A
50 NEW Duracell Procter & Gamble 5.1 4 29.1
           
    Total (top 50) 387.7 321.3 20.7
           
51 66 Cow & Gate Groupe Danone 5.1 5.5 –6.3
52 55 Warburtons Warburtons 5.1 0 N/A
53 NEW Tresemmé Keratin Smooth Unilever 5.1 0.2 2,333.50
54 13 Coca-Cola Zero Sugar Coca-Cola 5 10.9 –54.2
55 11 Müller Corner Muller Dairy UK Limited 4.9 7.5 –34.4
56 67 L’Oréal Paris Revitalift L'Oreal (UK) 4.9 5.5 –10.3
57 57 Hellmann’s Mayonnaise, Unilever 4.9 5.4 –9.4
58 51 M&M’s Mars UK 4.8 5.9 –18.8
59 78 Nivea Daily Essentials Maxingvest AG 4.8 5.1 –6.1
60 18 Maltesers Mars UK 4.8 9.4 –49.0
61 79 Gillette Venus Procter & Gamble 4.7 5.1 –6.9
62 3 Boots No.7 range, Walgreens Boots Alliance 4.7 3.5 33.2
63 NEW Comfort Intense Unilever 4.7 2.4 91.5
64 45 Corsodyl Toothpaste, GlaxoSmithKline 4.6 0 N/A
65 14 Galaxy Mars UK 4.6 10.6 –56.3
66 NEW Aveeno Johnson & Johnson 4.6 3.8 21.6
67 NEW Carte D’Or Unilever 4.6 0.8 444.3
68 43 Activia Groupe Danone 4.5 7 –35.3
69 NEW Lucozade range, Suntory 4.5 1.4 230.5
70 NEW Olay Eyes Procter & Gamble 4.5 0 N/A
71 NEW Persil Powergems Unilever 4.5 0 N/A
72 NEW Yorkshire Tea Bettys & Taylors Group 4.5 4.2 4.9
73 NEW Domestos Unilever 4.5 2.6 72.3
74 39 Haribo Haribo Dunhills 4.4 4.4 0
75 NEW Weetabix Cereals Bright Food 4.4 2.5 77
76 NEW Yakult Yakult Honsha 4.3 3 42.9
77 NEW Budweiser Anheuser-Busch InBev 4.3 4.1 4.9
78 NEW Lenor Unstoppables Procter & Gamble 4.2 2 109.2
79 NEW Gordon’s Diageo 4.2 3.3 28.2
80 NEW Fixodent Procter & Gamble 4.2 3.9 5.6
81 88 Lindt Excellence Lindt & Sprüngli 4.1 4.3 –4.1
82 NEW Herbal Essences Bio:Renew P&G 4.1 0 N/A
83 63 Red Bull energy drink, Red Bull 4.1 4.5 –9.6
84 97 Andrex Kimberly-Clark 4.1 4.4 –7.0
85 60 Finish Reckitt Benckiser 4.1 5.7 –28.5
86 94 Thatchers Gold Thatchers 4.1 4.1 –0.9
87 NEW Vanish Platinum Reckitt Benckiser 4 0 N/A
88 74 Arla Skyr Arla Foods 4 5.3 –24.5
89 NEW Innocent Smoothies Innocent Drinks 4 2.8 40.3
90 85 Doritos Chips, PepsiCo 3.9 4.8 –18.2
91 NEW Arla Food and Milk range, Arla Foods 3.9 0.2 2,083.10
92 93 Nivea Q10 Maxingvest AG 3.9 4.6 –14.3
93 92 Kellogg’s Special K Kellogg's 3.8 4.5 –15.2
94 NEW Toffifee August Storck KG 3.8 3.8 1.2
95 NEW Dolmio Bolognese Mars UK 3.8 3.7 3.9
96 NEW Schwarzkopf Live Henkel 3.7 3.9 –4.2
97 NEW Skittles Mars UK 3.7 1.5 149.9
98 36 Pedigree Mars UK 3.7 7.6 –52.0
99 NEW Surf range, Unilever 3.6 4 –9.5
100 NEW Smirnoff Diageo 3.6 1.6 123.2
           
    Total (bottom 50) 227.2 191.2 18.8
    Total (all) 1383 1519.7 -9
Source: The Advertising Report was supplied to The Grocer by Ebiquity. Notes: 1. Figures relate to spend on TV, press, cinema, radio, and outdoor media for the 52 w/e 31 December 2017. It excludes door drops, direct mail and online advertising. 2. All figures are estimates based on advertising rates in 2017, including discounted rates. 3. Figures relate to spend on advertising space only and do not include production costs, etc. Note: where 'range' is stated as the brand e.g. Coca Cola Range, this represents a) advertising which contains more than one distinct product and/or b) the external data supplied to Ebiquity to calculate spend estimations does not differentiate the products.          
Advertising spend: retailers
Advertising spend: retailers
Rank   Retailer Spend Spend Share
2018 2017   £m change % %
1 1 McDonald’s 87.9 10.2 4.8
2 9 Tesco 73.9 68.2 4.1
3 2 Lidl 70.5 0.1 3.9
4 5 Asda 59.5 0.4 3.3
5 3 DFS 59 –11.3 3.2
6 7 Currys & PC World Megastore 52.8 0.5 2.9
7 6 Morrisons 51.8 –11.3 2.9
8 4 Aldi 48.8 –24.9 2.7
9 8 Sainsbury’s 44.4 –13.4 2.5
10 10 Marks & Spencer 40 –10.8 2.2
11 11 Argos 37.8 –2.0 2.1
12 13 KFC 35.6 10.5 2
13 14 Boots 31.9 2.3 1.8
14 12 Amazon 29.8 –18.5 1.6
15 20 Oak Furniture Land 28.5 15.9 1.6
16 NEW Waitrose 27.5 27.2 1.5
17 NEW Homebase 26.8 26 1.5
18 15 Very.co.uk 26.1 –10.8 1.4
19 19 Iceland 25.7 1.1 1.4
20 NEW B&Q 25.3 4.1 1.4
    TOTAL (top 20) 883.7 0.8 48.7
    TOTAL (all) 1814.1 –1.9 100
Advertising spend: Brand Owners
Advertising spend: Brand Owners
Rank   Holding Companies Spend Spend share
2018 2017   £m Change % %
1 1 Procter & Gamble 156.9 11.3 –3.1
2 2 Unilever 109.4 7.9 17.3
3 3 L’Oréal (UK) 62 4.5 –20.0
4 4 Mars UK 47.4 3.4 –34.0
5 7 Coca-Cola 39.5 2.9 2.3
6 6 Nestlé 35.7 2.6 –20.2
7 8 Mondelez International 34.5 2.5 –24.3
8 10 PepsiCo 33.4 2.4 –16.0
9 NEW Arla Foods 31.3 2.3 3.3
10 NEW Diageo 29.9 2.2 12.8
    TOTAL (top 10) 579.8 42 –7.9
    TOTAL (all) 1,383.00 100 –7.6
Advertising spend: fmcg sectors
Advertising spend: fmcg sectors 
Rank   FMCG Sectors Spend Spend share
2018 2017   £m Change % %
1 2 Household 159.5 4.9 11.5
2 1 Confectionery 138 –17.3 10
3 3 Food – dairy 120.2 –12.2 8.7
4 4 Haircare 107.5 –9.8 7.8
5 7 Alcoholic drinks 104.4 12.8 7.6
6 6 Soft drinks 95.9 –1.4 6.9
7 5 Fragrances 95.4 –2.5 6.9
8 8 Skincare 82.2 –9.3 6
9 9 Dental 75.2 9.7 5.4
10 NEW Hot beverages 44.5 14.6 3.2
    TOTAL (top 10) 1022.7 –3.6 74
    TOTAL (all) 1383 –7.6 100