Advertising for healthy, diet food and vegetables increased threefold in the first half of 2021 compared to the previous year, according to analysis by Nielsen.
Nielsen's estimated ad spend across the six months to June: Uber - $14.7 million; Menulog - $10.3 million; DoorDash $8.9 million; Lite N East - $16.6 million; Hellow Fresh - $11.5 million; Youfoodz.com - $4.6 million,
"This increase in spend is critical for brands seeking to keep a growing number of potential consumers engaged at the right time," says Rose Lopreiato, Nielsen's Ad Intel commercial lead
"While restrictions will be lifted in the near future, consumers are being presented with an array of options, with more choice in having restaurant food delivered or choosing to expand their culinary skills."
According to Nielsen Consumer and Media View data, almost one-in-three Australians agree that a low-fat diet is a way of
life.
For 80% of Australians, keeping themselves and their families healthy is a top priority, an 11 percentage point lift from five years prior.
Australians are spending 16% more time on food and cooking websites than the same period in 2019, spending more than 298 hours -- more than 12 days -- on these sites.
Nielsen Ad Intel data shows an increase in spend by Ubereats, Menulog, DoorDash and Deliveroo as pandemic restrictions keep consumers at home and awya from their favourite restaurants.
Ad spend has also jumped for health food delivery services, such as Lite N Easy, Hello Fresh, Youfoodz and Marley Spoon.
Akshara Risbud, Nielsen's manager, consumer & media view: “Aussie mindsets are focused on keeping healthy as the country faces the latest round of lockdowns."
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