Top CPG Companies - Extended List
The latest available revenue, names of some of the popular brands, and the marketing/advertising expenses of 53 additional top CPG/food and beverage packaging companies have been provided in rows 115–167 of the attached spreadsheet. A brief overview of the findings, research strategy, and notes on the potential for additional research can be found below.
- Starbucks generated $26.5 billion in revenue in 2019. The company's advertising expenses totaled $245.7 million.
- Ferrero reported annual revenue of $12.34 billion (€11.4 billion) for the year ended August 31, 2019. While the company's global "media account is valued between $400 million and $950 million", it spent $120.7 million on measured media in the US in 2018.
- Arla Foods earned $11.44 billion (€10.52 billion) in revenue in 2019. The company's marketing spend was $271.67 million (€250 million) in 2019.
To determine additional top CPG companies, we leveraged Packaging Strategies’ list of "2019 Top 100 Food & Beverage Packaging Companies" which ranks food and beverage packaging companies based on their annual revenues from 2018. We cross-checked each company on this list to exclude companies that were already covered in the top 100 CPG companies identified in the previous research.
We were unable to find the marketing/advertising spend for some companies after scouring through their website, press releases, and annual reports, where available. We also ran a press scan to find the marketing/advertising spend from news and media reports, statistics websites such as Statista, and marketing and advertising publications such as Adweek, Ad Age, The Drum, MediaRadar, B&T, and Campaign. While we were able to find the exact or estimated advertising spend for several companies using these resources, no advertising/marketing/media expenditures were found for some privately-held companies. Moreover, some of the figures provided for the marketing/advertising spend were lumped together with other company expenses e.g., selling, general and administrative expenses. Where this was the case, we added a note in column F to indicate what additional expenses were included. We have also included notes on industry/sector (i.e., food and beverage packaging) in column G of the spreadsheet.
All figures for revenue and marketing/advertising spend are provided in US Dollars. XE currency converter was used to convert figures reported in other currencies.
Potential for Additional Research
Consumer packaged goods (CPG) include food, beverages, tobacco, makeup, household products, toiletries, OTC drugs, and cleaning products. These products are also known as fast moving consumer goods. Since there is no difference between consumer packaged goods (CPG) companies and fast moving consumer goods (FMCG) companies, we looked for any precompiled lists of FMCG companies and came across a couple of top 100 FMCG companies lists based on market cap. These lists can be found here and here. While a majority of companies on these lists are already identified in the spreadsheet, a quick overview of both lists indicate that we might be able to find 30-40 additional FMCG/CPG companies after a more detailed review to avoid duplicates.
Next, we searched for precompiled lists of top cosmetic/beauty companies and personal care and household products companies and found two top lists that mentioned more than 10 additional CPG companies that can also be explored further. These lists can be found here and here.
We also looked into several other top, largest, or major listings e.g., top tobacco companies, but the companies mentioned in these listings were already covered in prior research. Hence, if further research is desired, we expect to find a total of 40-50 more companies.