During the last global recession, FMCG companies cut advertising investment but its share of sales revenue held stable, according to the latest WARC Data analysis.
Sales revenue was down among five of the largest FMCG companies in 2009, though only P&G (-11.7% to $7.52bn) and Coca-Cola (-6.9% to $2.70bn) cut ad investment.
Unilever (4.4% to €5.06bn) and Nestlé (1.9% to CHF35.8bn) both reduced their advertising spend in 2008 while L'Oréal slowed advertising spend growth.
A drop in FMCG sales in 2009 contrasts with today’s downturn – consumers are stockpiling food and drink, and this may lead to a short-term boost...