Digital ad spend in Australian food and beverage sector has surpassed traditional formats, report

Nielsen has released its 2024 Food and Beverage Report, delivering a comprehensive look at the evolving landscape of occasional food and beverage advertising and consumer sentiment in Australia over the last decade.

The report highlights how the industry’s top players, including fast food giants and emerging health-conscious brands, have adapted their strategies over the last ten years to stay competitive in a rapidly changing media and consumer environment.

Covering a range of key insights, the report sheds light on the significant growth in ad spend by major advertisers, the diversification of media channels, plus shifting consumer attitudes towards food choices and marketing.

The report also shows that as the media landscape evolves, digital platforms have become a central focus for food and beverage advertisers, with digital ad spend in the sector surpassing traditional formats in 2023, led by social media.

Alongside the fast food heavyweights, health-focused brands, like Marley Spoon and Hello Fresh, have increased their advertising to cater to the growing demand for more convenient meal options.

While digital platforms are rapidly gaining traction, TV and out-of-home remain important channels for advertisers looking for broad reach. Nielsen’s data shows that despite a decline in metropolitan TV ad spend from $269.5 million in 2014 to $202.3 million in 2023, TV continues to be a valuable medium for building brand awareness, with Metropolitan TV Target Audience Rating Points (MTV TARPs) remaining a key metric for advertisers aiming to capture a wide audience.

Rose Lopreiato, Australia Commercial Lead, Nielsen Ad Intel: “Occasional food, beverages and quick service restaurants are major players when it comes to advertising to digitally savvy audiences, while capitalising on the broad reach of traditional media, like TV. Their ability to blend television, out-of-home, and social media campaigns has been a key factor in their success, sustaining market share as digital media increasingly drives the future of advertising, catering to consumer demand for more personalised and relevant content.”

The report also highlights increasing consumer awareness around the impact of food and beverage advertising on health. By 2023, more than half (51.1%) of consumers agreed that advertising plays a role in contributing to unhealthy eating habits in children, up from 48.2% in 2014. This growing concern offers brands an opportunity to reshape their messaging, especially as public health policies trend towards healthier food choices.

Glenn Channell, Pacific Head of Advanced Analytics, Nielsen: “As consumer preferences evolve, quality data has never been more crucial for marketers in the food and beverage sector. With detailed insights, brands can make more informed decisions, aligning their strategies to better meet the changing expectations of Australian consumers”.

www.nielsen.com

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