Flowers Foods advertising spend, FY2026

Flowers Foods (FLO) reported $93.2M of advertising expense for the fiscal year ended Jan 3, 2026. That is 1.8% of revenue of $5.3B.

Ad spend, FY2026
$93.2M
year ended Jan 3, 2026
Change vs prior year
n/a
vs FY2024
Share of revenue
1.8%
of $5.3B revenue
Rank by ad spend
#352
of 458 companies

Key facts

  • Ad spend is 2.7x its FY2016 level ($33.9M), faster than revenue (1.3x).
  • The highest year on file is FY2023 at $99.3M; FY2026 is 6% below it.
  • Largest increase +48.7% in FY2011; largest cut -10.3% in FY2024.
  • Ad spend is 1.8% of revenue, up from 1.4% in FY2021.
  • Flowers Foods spends more on advertising than 23% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.

Ad spend by fiscal year

$0 $25M $50M $75M $100M FY2010 (ended 2010-01-02): $11.3M FY2011 (ended 2011-12-31): $16.8M 2011 FY2012 (ended 2012-12-29): $19.1M FY2013 (ended 2013-12-28): $28.1M 2013 FY2015 (ended 2015-01-03): $22.9M FY2016 (ended 2016-12-31): $33.9M 2016 FY2017 (ended 2017-12-30): $33.8M FY2018 (ended 2018-12-29): $40.5M 2018 FY2019 (ended 2019-12-28): $48.2M FY2021 (ended 2021-01-02): $60.4M 2021 FY2022 (ended 2022-12-31): $74.6M FY2023 (ended 2023-12-30): $99.3M 2023 FY2024 (ended 2024-12-28): $89.1M FY2026 (ended 2026-01-03): $93.2M 2026 $93.2M

Ad spend as % of revenue

0.0% 0.5% 1.0% 1.5% 2.0% FY2010 (ended 2010-01-02): 0.4% FY2011 (ended 2011-12-31): 0.6% 2011 FY2012 (ended 2012-12-29): n/a FY2013 (ended 2013-12-28): n/a 2013 FY2015 (ended 2015-01-03): n/a FY2016 (ended 2016-12-31): 0.9% 2016 FY2017 (ended 2017-12-30): 0.9% FY2018 (ended 2018-12-29): 1.0% 2018 FY2019 (ended 2019-12-28): 1.2% FY2021 (ended 2021-01-02): 1.4% 2021 FY2022 (ended 2022-12-31): 1.6% FY2023 (ended 2023-12-30): 2.0% 2023 FY2024 (ended 2024-12-28): 1.7% FY2026 (ended 2026-01-03): 1.8% 2026 1.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 3, 2026 $93.2M n/a $5.3B 1.8% MarketingAndAdvertisingExpense 10-K Feb 25, 2026
FY2024 Dec 28, 2024 $89.1M -10.3% $5.1B 1.7% MarketingAndAdvertisingExpense 10-K Feb 25, 2026
FY2023 Dec 30, 2023 $99.3M +33.1% $5.1B 2.0% MarketingAndAdvertisingExpense 10-K Feb 25, 2026
FY2022 Dec 31, 2022 $74.6M +23.5% $4.8B 1.6% MarketingAndAdvertisingExpense 10-K Feb 18, 2025
FY2021 Jan 2, 2021 $60.4M n/a $4.4B 1.4% MarketingAndAdvertisingExpense 10-K Feb 22, 2023
FY2019 Dec 28, 2019 $48.2M +19.0% $4.1B 1.2% MarketingAndAdvertisingExpense 10-K Feb 23, 2022
FY2018 Dec 29, 2018 $40.5M +19.8% $4B 1.0% MarketingAndAdvertisingExpense 10-K Feb 24, 2021
FY2017 Dec 30, 2017 $33.8M -0.3% $3.9B 0.9% MarketingAndAdvertisingExpense 10-K Feb 19, 2020
FY2016 Dec 31, 2016 $33.9M +48.0% $3.9B 0.9% MarketingAndAdvertisingExpense 10-K Feb 20, 2019
FY2015 Jan 3, 2015 $22.9M n/a n/a n/a MarketingAndAdvertisingExpense 10-K Feb 23, 2017
FY2013 Dec 28, 2013 $28.1M +47.1% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 24, 2016
FY2012 Dec 29, 2012 $19.1M +13.7% n/a n/a MarketingAndAdvertisingExpense 10-K Feb 25, 2015
FY2011 Dec 31, 2011 $16.8M +48.7% $2.8B 0.6% MarketingAndAdvertisingExpense 10-K Feb 19, 2014
FY2010 Jan 2, 2010 $11.3M n/a $2.6B 0.4% MarketingAndAdvertisingExpense 10-K Feb 29, 2012

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Compared with similar spenders

The 6 companies closest to Flowers Foods in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
350 Avis Budget Group $94M 0.8% +22.1% FY2025
351 RingCentral $93.8M 3.7% -2.3% FY2025
352 Flowers Foods $93.2M 1.8% n/a FY2026
353 Figs $93.1M 14.8% +5.1% FY2025
354 Dave & Buster's Entertainment $93M 4.4% +15.8% FY2026
355 Acco Brands $92.5M 6.1% -6.8% FY2025
356 Stride $92.1M 3.7% -11.1% FY2026

Full ranking of 458 companies

Questions

How much does Flowers Foods spend on advertising?

Flowers Foods spent $93.2M on advertising in fiscal 2026, the year ended Jan 3, 2026, according to its 10-K filed Feb 25, 2026.

What percentage of revenue does Flowers Foods spend on advertising?

1.8% of revenue in fiscal 2026 ($93.2M of $5.3B). The median across the 458 companies tracked is 4.6%.

How does Flowers Foods rank by advertising spend?

#352 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Flowers Foods's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2026, filed Feb 25, 2026
Accession number
0001193125-26-071441
Company
FLOWERS FOODS INC, CIK 1128928, SIC 2000 (Food and Kindred Products)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Flowers Foods advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 25, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/flowers-foods/advertising-spend/
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CSV, all years · CSV, all 458 companies