turtl-story-nielsen-media-insights-the-german-market-for-plant-based-milk-and-meat-alternatives (1) comments Tracey
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EVOLUTION OF THE ADVERTISING INVESTMENT<br />
Significant seasonal differences are noticeable between <strong>the</strong> sub-categories – with<br />
<strong>plant</strong>-<strong>based</strong> dairy <strong>alternatives</strong> being advertised mainly in spring <strong>and</strong> fall <strong>and</strong> <strong>meat</strong><br />
<strong>alternatives</strong> seeing a peak in investment in <strong>the</strong> summer months.<br />
2020 saw an investment peak in summer, with activity especially from <strong>the</strong> <strong>meat</strong><br />
<strong>alternatives</strong> br<strong>and</strong>s promoting products suitable <strong>for</strong> grilling <strong>and</strong> capitalizing on <strong>the</strong><br />
increase in home cooking, driven by <strong>the</strong> p<strong>and</strong>emic.<br />
The <strong>media</strong> investment in <strong>the</strong> category continues to grow – with Q1 2021 being<br />
+112% than Q1 in 2020 <strong>and</strong> March 2021 <strong>the</strong> highest single month ever in terms of<br />
<strong>media</strong> investment <strong>for</strong> <strong>plant</strong>-<strong>based</strong> <strong>milk</strong> <strong>and</strong> <strong>meat</strong> <strong>alternatives</strong>.
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