Ehrmann is now the largest advertiser of fresh dairy products for the first time in the German market. Nielsen calculates gross advertising investments of €9.3m for up to the end of April, an increase of 30 percent. According to Nielsen, Müller Milch, for decades the number one, only advertised for €8.4m (minus 30 percent) and even halved the budget of its subsidiary Weihenstephan to €2.9m. Overall, advertising expenditure for the white dairy line was down 40 percent. Oetker invested only €4.5m (minus 40 percent), Danone €3m as in the previous year and Alpro €1.9m. No advertising expenditure has yet been calculated for Zott, Bauer and Campina in 2020.
Date: 12.06.2020Source: Nielsen