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In 2023, the grocery store industry in the United States spent 2.04 billion U.S. dollars on advertising, up from 1.94 million dollars a year earlier. That represents an annual increase of roughly five percent.

Grocery stores and advertising in the U.S.

Grocery shopping in a physical store is still important although the popularity of online groceries continues to grow. The primary convenience store shoppers in U.S. households made an average of 1.6 shopping trips per week in 2023. Since these consumers spend time in grocery store aisles, that creates a potential point-of-sale advertising viewing time. When asked about their grocery shopping preferences in an online survey conducted in April 2023, two out of 10 U.S. Gen Zers reported thinking that a product's logo was a major consideration. Among Baby boomers, only five percent felt the same.

Brand awareness matters

The grocery store industry relies on advertising to boost brand recognition and brand value. Established in 1962, Arkansas-based Walmart was the most well-known grocery store in the U.S., beating its competitors Target, Sam's Club, and Costco as of September 2023.

Advertising spending in the grocery stores industry in the United States in 2022 and 2023 (in million U.S. dollars)

Characteristic	Advertising spending in million U.S. dollars
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Release date

July 2024

More information

Region

United States

Survey time period

2022 and 2023

Special properties

Industry SIC code: 5411

Supplementary notes

The source calculated the figures based on data from government filings and published financial records. Single industry values are based on data from participating companies. Each year the number of participating companies varies.
The historical data values for all companies within each specific industry are pooled in a cross-sectional time series analysis and a non-linear multivariate model is derived for the entire industry.
In calculating advertising-to-sales ratios, sales is defined as "top-line" of the company's income statement. In industry data, the ad-to-sales ratio is a weighted average ratio for the industry, based on the sales of each company.
A "0" value means that the expenditures reported amounted to less than 1,000 U.S. dollars per year. Missing values were not provided by the source due to lack of reporting from participating companies in the given industry.

Figures have been rounded.

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