Kenvue advertising spend, FY2025

Kenvue (KVUE) reported $1.8B of advertising expense for the fiscal year ended Dec 28, 2025. That is 12.1% of revenue of $15.1B. Down 1.8% from FY2024.

Ad spend, FY2025
$1.8B
year ended Dec 28, 2025
Change vs prior year
-1.8%
vs FY2024
Share of revenue
12.1%
of $15.1B revenue
Rank by ad spend
#37
of 336 companies

Key facts

  • Ad spend is 1.3x its FY2022 level ($1.5B), faster than revenue (1.0x).
  • The highest year on file is FY2024 at $1.9B; FY2025 is 2% below it.
  • Largest increase +18.5% in FY2024; largest cut -1.8% in FY2025.
  • Kenvue spends more on advertising than 89% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.3x the median of 5.2%.

Ad spend by fiscal year

$0 $500M $1B $1.5B $2B FY2022 (ended 2022-01-02): $1.5B 2022 FY2023 (ended 2023-12-31): $1.6B 2023 FY2024 (ended 2024-12-29): $1.9B 2024 FY2025 (ended 2025-12-28): $1.8B 2025 $1.8B

Ad spend as % of revenue

0% 5% 10% 15% FY2022 (ended 2022-01-02): 9.7% 2022 FY2023 (ended 2023-12-31): 10.2% 2023 FY2024 (ended 2024-12-29): 12.1% 2024 FY2025 (ended 2025-12-28): 12.1% 2025 12.1%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 28, 2025 $1.8B -1.8% $15.1B 12.1% AdvertisingExpense 10-K Feb 20, 2026
FY2024 Dec 29, 2024 $1.9B +18.5% $15.5B 12.1% AdvertisingExpense 10-K Feb 20, 2026
FY2023 Dec 31, 2023 $1.6B +7.9% $15.4B 10.2% AdvertisingExpense 10-K Feb 20, 2026
FY2022 Jan 2, 2022 $1.5B n/a $15.1B 9.7% AdvertisingExpense 10-K Mar 1, 2024

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
34 Meta $2.1B 1.0% +1.5% FY2025
35 Flutter (FanDuel) $2.1B 12.5% +4.4% FY2025
36 Netflix $2B 4.4% +12.5% FY2025
37 Kenvue $1.8B 12.1% -1.8% FY2025
38 MercadoLibre $1.7B 5.8% +60.5% FY2025
39 Visa $1.7B 4.2% +7.9% FY2025
40 Mondelez $1.7B 4.3% -21.6% FY2025

Full ranking of 336 companies · Biggest cuts #80

Questions

How much does Kenvue spend on advertising?

Kenvue spent $1.8B on advertising in fiscal 2025, the year ended Dec 28, 2025, according to its 10-K filed Feb 20, 2026.

What percentage of revenue does Kenvue spend on advertising?

12.1% of revenue in fiscal 2025 ($1.8B of $15.1B). The median across the 336 companies tracked is 5.2%.

Is Kenvue spending more on advertising?

No. Ad spend fell 1.8% in fiscal 2025 from fiscal 2024.

How does Kenvue rank by advertising spend?

#37 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Kenvue's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 20, 2026
Accession number
0001944048-26-000030
Company
Kenvue Inc., CIK 1944048, SIC 2844 (Perfumes, Cosmetics & Other Toilet Preparations)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Kenvue advertising spend, FY2022-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 20, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/kenvue/advertising-spend/
Download
CSV, all years · CSV, all 336 companies