Kroger advertising spend, FY2026

Kroger (KR) reported $1.2B of advertising expense for the fiscal year ended Jan 31, 2026. That is 0.8% of revenue of $148B. Up 0.8% from FY2025.

Ad spend, FY2026
$1.2B
year ended Jan 31, 2026
Change vs prior year
+0.8%
vs FY2025
Share of revenue
0.8%
of $148B revenue
Rank by ad spend
#54
of 336 companies

Key facts

  • Ad spend is 1.7x its FY2016 level ($679M).
  • FY2026 is the highest year on file, going back to FY2009.
  • Largest increase +13.6% in FY2020; largest cut -1.4% in FY2018.
  • Ad spend has risen 8 years in a row.
  • Ad spend is 0.8% of revenue, up from 0.7% in FY2021.
  • Kroger spends more on advertising than 84% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $500M $1B $1.5B FY2009 (ended 2009-01-31): $532M FY2010 (ended 2010-01-30): $529M FY2011 (ended 2011-01-29): $533M 2011 FY2012 (ended 2012-01-28): $532M FY2013 (ended 2013-02-02): $553M FY2014 (ended 2014-02-01): $587M 2014 FY2015 (ended 2015-01-31): $648M FY2016 (ended 2016-01-30): $679M FY2017 (ended 2017-01-28): $717M 2017 FY2018 (ended 2018-02-03): $707M FY2019 (ended 2019-02-02): $752M FY2020 (ended 2020-02-01): $854M 2020 FY2021 (ended 2021-01-30): $888M FY2022 (ended 2022-01-29): $984M FY2023 (ended 2023-01-28): $1B 2023 FY2024 (ended 2024-02-03): $1.1B FY2025 (ended 2025-02-01): $1.2B FY2026 (ended 2026-01-31): $1.2B 2026 $1.2B

Ad spend as % of revenue

0.0% 0.2% 0.4% 0.6% 0.8% FY2009 (ended 2009-01-31): n/a FY2010 (ended 2010-01-30): n/a FY2011 (ended 2011-01-29): n/a 2011 FY2012 (ended 2012-01-28): n/a FY2013 (ended 2013-02-02): n/a FY2014 (ended 2014-02-01): n/a 2014 FY2015 (ended 2015-01-31): n/a FY2016 (ended 2016-01-30): n/a FY2017 (ended 2017-01-28): 0.6% 2017 FY2018 (ended 2018-02-03): 0.6% FY2019 (ended 2019-02-02): 0.6% FY2020 (ended 2020-02-01): 0.7% 2020 FY2021 (ended 2021-01-30): 0.7% FY2022 (ended 2022-01-29): 0.7% FY2023 (ended 2023-01-28): 0.7% 2023 FY2024 (ended 2024-02-03): 0.7% FY2025 (ended 2025-02-01): 0.8% FY2026 (ended 2026-01-31): 0.8% 2026 0.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $1.2B +0.8% $148B 0.8% AdvertisingExpense 10-K Mar 31, 2026
FY2025 Feb 1, 2025 $1.2B +7.5% $147B 0.8% AdvertisingExpense 10-K Mar 31, 2026
FY2024 Feb 3, 2024 $1.1B +5.7% $150B 0.7% AdvertisingExpense 10-K Mar 31, 2026
FY2023 Jan 28, 2023 $1B +4.7% $148B 0.7% AdvertisingExpense 10-K Apr 1, 2025
FY2022 Jan 29, 2022 $984M +10.8% $138B 0.7% AdvertisingExpense 10-K Apr 2, 2024
FY2021 Jan 30, 2021 $888M +4.0% $132B 0.7% AdvertisingExpense 10-K Mar 28, 2023
FY2020 Feb 1, 2020 $854M +13.6% $122B 0.7% AdvertisingExpense 10-K Mar 29, 2022
FY2019 Feb 2, 2019 $752M +6.4% $122B 0.6% AdvertisingExpense 10-K Mar 30, 2021
FY2018 Feb 3, 2018 $707M -1.4% $123B 0.6% AdvertisingExpense 10-K Apr 1, 2020
FY2017 Jan 28, 2017 $717M +5.6% $115B 0.6% AdvertisingExpense 10-K Apr 2, 2019
FY2016 Jan 30, 2016 $679M +4.8% n/a n/a AdvertisingExpense 10-K/A Apr 18, 2018
FY2015 Jan 31, 2015 $648M +10.4% n/a n/a AdvertisingExpense 10-K Mar 28, 2017
FY2014 Feb 1, 2014 $587M +6.1% n/a n/a AdvertisingExpense 10-K Mar 29, 2016
FY2013 Feb 2, 2013 $553M +3.9% n/a n/a AdvertisingExpense 10-K/A Apr 1, 2015
FY2012 Jan 28, 2012 $532M -0.2% n/a n/a AdvertisingExpense 10-K Apr 1, 2014
FY2011 Jan 29, 2011 $533M +0.8% n/a n/a AdvertisingExpense 10-K Apr 2, 2013
FY2010 Jan 30, 2010 $529M -0.6% n/a n/a AdvertisingExpense 10-K Mar 27, 2012
FY2009 Jan 31, 2009 $532M n/a n/a n/a AdvertisingExpense 10-K Mar 29, 2011

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
54 Kroger $1.2B 0.8% +0.8% FY2026
55 Morgan Stanley $1.2B 1.7% +21.6% FY2025
56 IBM $1.1B 1.7% -3.8% FY2025
57 DraftKings $1.1B 18.6% +7.2% FY2025
58 Coupang $1.1B 3.2% +16.2% FY2025
59 Molson Coors Beverage $1.1B 8.4% 0.0% FY2025
60 Citigroup $1.1B 1.3% -1.4% FY2025

Full ranking of 336 companies · Biggest increases #233 · Lowest ad-to-revenue #26 · Up 5+ years in a row #18

Questions

How much does Kroger spend on advertising?

Kroger spent $1.2B on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 31, 2026.

What percentage of revenue does Kroger spend on advertising?

0.8% of revenue in fiscal 2026 ($1.2B of $148B). The median across the 336 companies tracked is 5.2%.

Is Kroger spending more on advertising?

Yes. Ad spend rose 0.8% in fiscal 2026 from fiscal 2025. It has risen 8 years in a row.

How does Kroger rank by advertising spend?

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

What does Kroger's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Mar 31, 2026
Accession number
0001104659-26-037723
Company
KROGER CO, CIK 56873, SIC 5411 (Retail-Grocery Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Kroger advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 31, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/kroger/advertising-spend/
Download
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