2024年食品饮料行业网络营销监测报告

Investment Rating - The report does not explicitly provide an investment rating for the food and beverage industry Core Insights - The food and beverage industry experienced a slight decline in online advertising investment in the first three quarters of 2024, with an investment index of 6.91 billion, down 2.2% year-on-year. Food category advertising investment increased by 10.9%, while beverage and alcohol categories saw declines of 14.4% and 3.6%, respectively [6][13][36] - Key advertising trends include the importance of the New Year as a critical advertising period, with summer being the peak for beverage advertising. OTT platforms have become the primary advertising channels for food and beverage brands, with video ads being the most common format [6][26][63] - Major advertisers in the industry include Coca-Cola, Mars China, and Yili, which continue to dominate the advertising landscape [6][20] Summary by Sections Industry Trends - In the first nine months of 2024, the food and beverage industry's online advertising investment index reached 6.91 billion, reflecting a slight year-on-year decline of 2.2%. The beverage category saw a reduction of 4.5 billion, while the food category's investment index grew by 3.3 billion, making it the top segment for advertising investment [6][13][36] Market Dynamics - Food Category: Milk powder maintains a leading position, while ice cream advertising investment has seen significant growth, with intense brand competition [7][33] - Beverage Category: The share of advertising for dairy beverages has decreased, with carbonated drinks rising to the top position. Competition among electrolyte drinks and sugar-free beverages is intensifying [7][53] - Alcohol Category: Advertising for foreign wines has increased significantly, with beer accounting for over 40% of the advertising investment index [7][80] Marketing Observations - The industry is focusing on health and emotional marketing, with brands innovating products to include low-sugar and low-fat options to meet consumer health demands. Emotional resonance is being leveraged to enhance brand loyalty and recognition [8][99] - Scene-based marketing and online-offline integration are being utilized to improve marketing effectiveness, allowing brands to better connect with consumers in various life scenarios [8][99] Advertising Investment Trends - The top three advertisers in the food and beverage sector are Coca-Cola, Mars China, and Yili, with Coca-Cola's advertising investment index increasing by nearly 2.4 billion year-on-year [20][36] - The advertising investment index for the top 15 brands in the food category reached 2.26 billion, a year-on-year increase of 26.7%, with Unilever and Budweiser also making significant contributions [36][86] Creative Trends - The focus on health has led to the emergence of "low-calorie" and "no additives" as key creative themes in advertising. Brands are emphasizing natural and burden-free attributes to attract health-conscious consumers [47][50] - Emotional marketing strategies are becoming crucial, with brands connecting with consumers' emotional needs to enhance brand recognition and loyalty [50][99]