Across 12 industries and 126 named companies, marketing runs 1.1% to 47.8% of SG&A headcount, median 9.8%. In people that is 0.8 to 450.9 per 1,000 employees, median 22.5. The lean quartile is 4.5% of SG&A headcount and the heavy quartile 17.6%. Measured from 440,636 public job titles, each classified one at a time, at every company named on this page. September 2026.
Median of the named companies on each industry page. Click through for the per-function detail and the filed-spend table.
| Industry | Companies | Marketing share of SG&A, median | Range | Lean quartile | Heavy quartile | Per 1,000 employees, median | As of |
|---|---|---|---|---|---|---|---|
| Toy & game | 9 | 30.2% | 19.2% to 47.8% | 27.6% | 35.2% | 164.5 | August 2026 |
| Apparel & footwear | 12 | 21.1% | 12.6% to 26.7% | 17.4% | 23.2% | 57.0 | August 2026 |
| Appliance & housewares | 10 | 17.8% | 10.9% to 34.0% | 13.9% | 22.8% | 110.5 | September 2026 |
| Beverage | 12 | 16.6% | 4.7% to 39.7% | 8.2% | 23.8% | 48.8 | September 2026 |
| Food & CPG | 13 | 12.3% | 5.4% to 17.7% | 10.0% | 15.2% | 41.6 | July 2026 |
| B2B software | 10 | 10.9% | 7.0% to 23.6% | 9.5% | 12.1% | 58.9 | August 2026 |
| Furniture & furnishings | 9 | 7.9% | 4.2% to 13.8% | 7.0% | 10.5% | 22.5 | September 2026 |
| Tool & industrial | 7 | 7.8% | 2.9% to 13.0% | n/a | n/a | 20.4 | July 2026 |
| Coatings & specialty chemical | 13 | 4.5% | 2.6% to 19.7% | 3.4% | 5.2% | 15.0 | September 2026 |
| Building products | 9 | 4.2% | 2.4% to 7.8% | 3.3% | 5.9% | 8.7 | July 2026 |
| Packaging & container | 12 | 3.4% | 1.7% to 7.7% | 2.5% | 5.2% | 3.7 | September 2026 |
| Foodservice distribution | 10 | 3.3% | 1.1% to 14.7% | 2.7% | 3.7% | 8.3 | September 2026 |
| Company | Industry | Share of SG&A | Observed contacts | Employees | Per 1,000 employees |
|---|---|---|---|---|---|
| The Pokémon Company International | Toy & game | 47.8% | 438 | 2,663 | 164.5 |
| Celsius Holdings, Inc. | Beverage | 39.7% | 335 | 1,497 | 223.8 |
| JAKKS Pacific, Inc. | Toy & game | 37.0% | 294 | 652 | 450.9 |
| Spin Master Corp. | Toy & game | 35.2% | 737 | 3,000 | 245.7 |
| SharkNinja, Inc. | Appliance & housewares | 34.0% | 632 | 4,143 | 152.5 |
| Hasbro, Inc. | Toy & game | 33.4% | 1,451 | 4,520 | 321.0 |
| Monster Beverage Corporation | Beverage | 31.0% | 1,259 | 6,332 | 198.8 |
| MGA Entertainment, Inc. | Toy & game | 30.2% | 282 | 1,200 | 235.0 |
| Mattel, Inc. | Toy & game | 28.0% | 2,035 | 31,000 | 65.6 |
| The LEGO Group | Toy & game | 27.6% | 1,803 | 33,000 | 54.6 |
| lululemon athletica inc. | Apparel & footwear | 26.7% | 1,258 | 39,000 | 32.3 |
| Under Armour, Inc. | Apparel & footwear | 24.8% | 678 | 14,100 | 48.1 |
| Cricut, Inc. | Appliance & housewares | 24.0% | 81 | 700 | 115.7 |
| Brown-Forman Corporation | Beverage | 23.8% | 571 | 4,900 | 116.5 |
| The Vita Coco Company, Inc. | Beverage | 23.7% | 74 | 336 | 220.2 |
| Semrush | B2B software | 23.6% | 194 | 1,567 | 123.8 |
| Deckers Outdoor Corporation | Apparel & footwear | 23.4% | 437 | 6,000 | 72.8 |
| Ralph Lauren Corporation | Apparel & footwear | 23.1% | 1,592 | 23,600 | 67.5 |
| Helen of Troy Limited | Appliance & housewares | 22.8% | 204 | 1,854 | 110.0 |
| YETI Holdings, Inc. | Appliance & housewares | 22.4% | 175 | 1,390 | 125.9 |
| Tapestry, Inc. | Apparel & footwear | 22.1% | 1,309 | 19,000 | 68.9 |
| Columbia Sportswear Company | Apparel & footwear | 22.1% | 581 | 9,620 | 60.4 |
| Crayola LLC | Toy & game | 21.2% | 144 | 2,464 | 58.4 |
| Traeger, Inc. | Appliance & housewares | 20.3% | 56 | 433 | 129.3 |
| Crocs, Inc. | Apparel & footwear | 20.2% | 492 | 8,010 | 61.4 |
| WD-40 Company | Coatings & specialty chemical | 19.7% | 94 | 714 | 131.7 |
| The Boston Beer Company, Inc. | Beverage | 19.4% | 239 | 2,736 | 87.4 |
| Oxford Industries, Inc. | Apparel & footwear | 19.3% | 226 | 6,000 | 37.7 |
| Funko, Inc. | Toy & game | 19.2% | 121 | 1,104 | 109.6 |
| VF Corporation | Apparel & footwear | 19.0% | 2,026 | 26,000 | 77.9 |
| General Mills | Food & CPG | 17.7% | 2,244 | 33,000 | 68.0 |
| Constellation Brands, Inc. | Beverage | 17.6% | 449 | 9,400 | 47.8 |
| The J.M. Smucker Company | Food & CPG | 17.4% | 540 | 8,000 | 67.5 |
| The Campbell's Company | Food & CPG | 16.1% | 590 | 13,700 | 43.1 |
| PVH Corp. | Apparel & footwear | 15.8% | 1,393 | 26,000 | 53.6 |
| Molson Coors Beverage Company | Beverage | 15.6% | 807 | 16,200 | 49.8 |
| Amplitude | B2B software | 15.3% | 70 | 795 | 88.1 |
| Spectrum Brands Holdings, Inc. | Appliance & housewares | 15.3% | 333 | 3,000 | 111.0 |
| Church & Dwight | Food & CPG | 15.2% | 369 | 5,550 | 66.5 |
| Sysco Corporation | Foodservice distribution | 14.7% | 2,626 | 75,000 | 35.0 |
| Hamilton Beach Brands Holding Company | Appliance & housewares | 14.1% | 45 | 650 | 69.2 |
| Newell Brands Inc. | Appliance & housewares | 13.9% | 994 | 21,900 | 45.4 |
| Ethan Allen Interiors Inc. | Furniture & furnishings | 13.8% | 134 | 3,062 | 43.8 |
| The Clorox Company | Food & CPG | 13.2% | 579 | 7,600 | 76.2 |
| Levi Strauss & Co. | Apparel & footwear | 13.1% | 897 | 19,000 | 47.2 |
| IDEAL Industries | Tool & industrial | 13.0% | 62 | 2,502 | 24.8 |
| The Hershey Company | Food & CPG | 12.8% | 833 | 20,000 | 41.6 |
| Carter's, Inc. | Apparel & footwear | 12.6% | 347 | 15,400 | 22.5 |
| The Kraft Heinz Company | Food & CPG | 12.3% | 2,024 | 35,000 | 57.8 |
| Sprout Social | B2B software | 12.1% | 90 | 1,362 | 66.1 |
| Domo | B2B software | 12.1% | 63 | 876 | 71.9 |
| National Beverage Corp. | Beverage | 11.7% | 20 | 1,677 | 11.9 |
| Hormel Foods | Food & CPG | 11.6% | 377 | 20,000 | 18.8 |
| Weber | Appliance & housewares | 11.6% | 69 | 4,302 | 16.0 |
| McCormick & Company | Food & CPG | 11.3% | 510 | 14,100 | 36.2 |
| MillerKnoll, Inc. | Furniture & furnishings | 11.2% | 188 | 10,544 | 17.8 |
| BlackLine | B2B software | 11.0% | 92 | 1,850 | 49.7 |
| nCino | B2B software | 10.9% | 52 | 1,684 | 30.9 |
| Whirlpool Corporation | Appliance & housewares | 10.9% | 1,117 | 41,000 | 27.2 |
| PagerDuty | B2B software | 10.7% | 66 | 1,155 | 57.1 |
| HNI Corporation | Furniture & furnishings | 10.5% | 603 | 18,500 | 32.6 |
| Conagra Brands | Food & CPG | 10.0% | 361 | 17,400 | 20.7 |
| Keurig Dr Pepper Inc. | Beverage | 9.8% | 464 | 30,600 | 15.2 |
| Mondelez International | Food & CPG | 9.7% | 1,871 | 91,000 | 20.6 |
| Yext | B2B software | 9.5% | 68 | 1,120 | 60.7 |
| Klein Tools | Tool & industrial | 9.0% | 51 | 2,500 | 20.4 |
| Stanley Black & Decker | Tool & industrial | 8.9% | 1,282 | 43,500 | 29.5 |
| Haworth | Furniture & furnishings | 8.4% | 180 | 8,000 | 22.5 |
| Olo | B2B software | 8.2% | 15 | 915 | 16.4 |
| Interface, Inc. | Furniture & furnishings | 7.9% | 91 | 3,570 | 25.5 |
| The AZEK Company | Building products | 7.8% | 28 | 2,276 | 12.3 |
| Apex Tool Group | Tool & industrial | 7.8% | 110 | 5,300 | 20.8 |
| Graphic Packaging Holding Company | Packaging & container | 7.7% | 302 | 23,000 | 13.1 |
| United Natural Foods, Inc. | Foodservice distribution | 7.4% | 520 | 25,600 | 20.3 |
| Trex Company | Building products | 7.3% | 39 | 1,839 | 21.2 |
| La-Z-Boy Incorporated | Furniture & furnishings | 7.2% | 128 | 10,200 | 12.5 |
| RPM International Inc. | Coatings & specialty chemical | 7.2% | 274 | 17,546 | 15.6 |
| Avery Dennison Corporation | Packaging & container | 7.2% | 489 | 35,000 | 14.0 |
| Zuora | B2B software | 7.0% | 31 | 1,200 | 25.8 |
| Bassett Furniture Industries | Furniture & furnishings | 7.0% | 46 | 1,194 | 38.5 |
| Coca-Cola Consolidated, Inc. | Beverage | 6.5% | 229 | 16,000 | 14.3 |
| International Flavors & Fragrances | Food & CPG | 6.0% | 382 | 21,500 | 17.8 |
| Simpson Strong-Tie | Building products | 5.9% | 94 | 3,000 | 31.3 |
| Enerpac Tool Group | Tool & industrial | 5.8% | 41 | 2,100 | 19.5 |
| PPG Industries, Inc. | Coatings & specialty chemical | 5.5% | 641 | 43,500 | 14.7 |
| Ingredion | Food & CPG | 5.4% | 174 | 11,200 | 15.5 |
| Flexsteel Industries, Inc. | Furniture & furnishings | 5.4% | 10 | 1,200 | 8.3 |
| Sealed Air Corporation | Packaging & container | 5.4% | 220 | 16,100 | 13.7 |
| Avient Corporation | Coatings & specialty chemical | 5.2% | 134 | 9,000 | 14.9 |
| Primo Brands Corporation | Beverage | 5.1% | 116 | 12,000 | 9.7 |
| AptarGroup, Inc. | Packaging & container | 5.1% | 90 | 14,000 | 6.4 |
| Ecolab Inc. | Coatings & specialty chemical | 4.8% | 915 | 48,000 | 19.1 |
| MGP Ingredients, Inc. | Beverage | 4.7% | 6 | 617 | 9.7 |
| Sensient Technologies Corporation | Coatings & specialty chemical | 4.7% | 61 | 4,070 | 15.0 |
| Cabot Corporation | Coatings & specialty chemical | 4.5% | 62 | 4,064 | 15.3 |
| James Hardie | Building products | 4.4% | 29 | 7,500 | 3.9 |
| Snap-on Incorporated | Tool & industrial | 4.4% | 236 | 13,000 | 18.2 |
| Axalta Coating Systems Ltd. | Coatings & specialty chemical | 4.4% | 164 | 12,200 | 13.4 |
| Ashland Inc. | Coatings & specialty chemical | 4.3% | 60 | 2,900 | 20.7 |
| UFP Industries | Building products | 4.2% | 120 | 13,800 | 8.7 |
| Virco Manufacturing Corporation | Furniture & furnishings | 4.2% | 6 | 731 | 8.2 |
| Ball Corporation | Packaging & container | 3.9% | 151 | 16,000 | 9.4 |
| Gibraltar Industries | Building products | 3.7% | 24 | 2,300 | 10.4 |
| Dot Foods | Foodservice distribution | 3.7% | 49 | 6,300 | 7.8 |
| O-I Glass, Inc. | Packaging & container | 3.6% | 69 | 19,000 | 3.6 |
| Ben E. Keith Company | Foodservice distribution | 3.6% | 83 | 5,600 | 14.8 |
| H.B. Fuller Company | Coatings & specialty chemical | 3.4% | 95 | 7,100 | 13.4 |
| Performance Food Group Company | Foodservice distribution | 3.4% | 168 | 43,780 | 3.8 |
| Louisiana-Pacific | Building products | 3.3% | 34 | 4,300 | 7.9 |
| Gordon Food Service | Foodservice distribution | 3.3% | 195 | 22,000 | 8.9 |
| Amcor plc | Packaging & container | 3.2% | 261 | 75,000 | 3.5 |
| US Foods Holding Corp. | Foodservice distribution | 3.2% | 358 | 30,000 | 11.9 |
| The Sherwin-Williams Company | Coatings & specialty chemical | 3.1% | 1,401 | 64,249 | 21.8 |
| Kennametal Inc. | Tool & industrial | 2.9% | 97 | 8,100 | 12.0 |
| Innospec Inc. | Coatings & specialty chemical | 2.8% | 15 | 2,450 | 6.1 |
| Packaging Corporation of America | Packaging & container | 2.7% | 64 | 16,800 | 3.8 |
| The Chefs' Warehouse, Inc. | Foodservice distribution | 2.7% | 25 | 5,156 | 4.8 |
| Quaker Houghton | Coatings & specialty chemical | 2.6% | 21 | 4,700 | 4.5 |
| Masonite International | Building products | 2.5% | 29 | 10,000 | 2.9 |
| Sonoco Products Company | Packaging & container | 2.5% | 73 | 22,000 | 3.3 |
| Silgan Holdings Inc. | Packaging & container | 2.5% | 27 | 17,320 | 1.6 |
| JELD-WEN | Building products | 2.4% | 75 | 13,900 | 5.4 |
| Greif, Inc. | Packaging & container | 1.9% | 39 | 12,000 | 3.2 |
| Shamrock Foods Company | Foodservice distribution | 1.8% | 6 | 5,000 | 1.2 |
| Crown Holdings, Inc. | Packaging & container | 1.7% | 34 | 23,000 | 1.5 |
| Golden State Foods | Foodservice distribution | 1.1% | 5 | 6,000 | 0.8 |
Three steps, the same for every company on the page. The long version, including what these numbers cannot tell you, is on how it’s measured and as data at methodology.json.
We pull each company's public workforce signals: department tallies and the actual job titles behind them. No survey, no self-reporting, no login.
Each title is classified into the ten-function SG&A map. This is where about a third of department labels move: procurement buyers filed under Finance, whole Sourcing and Facilities teams hiding inside Operations.
Levels are the classified people we actually observed, capped at each company's profile-visible workforce. That makes them a floor, never an inflated model, which is why the share of SG&A leads and the per-1,000 figure follows.
Across 12 industries and 126 named companies, marketing runs 1.1% to 47.8% of SG&A headcount, median 9.8%. In people that is 0.8 to 450.9 per 1,000 employees, median 22.5. The lean quartile is 4.5% of SG&A headcount and the heavy quartile 17.6%. Measured from 440,636 public job titles, each classified one at a time, at every company named on this page. September 2026. Use the share of SG&A to compare companies of different sizes.
Toy & game carries the most marketing, at a median of 30.2% of SG&A headcount. Foodservice distribution carries the least, at 3.3%. In between: apparel & footwear 21.1%, appliance & housewares 17.8%, beverage 16.6%, food & CPG 12.3%, B2B software 10.9%, furniture & furnishings 7.9%, tool & industrial 7.8%, coatings & specialty chemical 4.5%, building products 4.2%, packaging & container 3.4%. Per 1,000 employees it runs from 3.7 in packaging & container to 164.5 in toy & game.
Lean quartile is 4.5% of SG&A headcount and heavy quartile 17.6%, across 126 named companies. We say lean and heavy rather than top and bottom because a smaller marketing team is not automatically the better one: lean = 25th percentile of staffing intensity (fewer people per unit), heavy = 75th. Quartiles are published for a cut of 8 or more companies; below that they are absent rather than estimated.
We read every public job title at each company and put it in one of ten SG&A functions, one title at a time. No survey, no self-reporting, and no company has to take part. The full method is at https://sgabenchmarking.com/how-its-measured/.
Take your marketing headcount as a share of your total SG&A headcount and read it against the range above. That comparison holds at any company size. If you want us to measure your company the same way we measured these, add it at the top of this page and we will email you the result.
Surveys count what respondents tell them, and only companies that chose to respond appear. We count the same way at every company whether it participates or not, from public job titles. That is why you can see named outliers here instead of an average. For an exact count of your own people, the paid census lands within 5 to 8 percent of true headcount.
Every number here is available as JSON, and any company can be compared against these cohorts over plain HTTP. No key, no form. Each response also names the next step.
data.json beside it, linked as rel="alternate".https://sgabenchmarking.com/api/compare?industry=toys&function=Marketing&employees=4000&fte=30https://sgabenchmarking.com/api/snapshot?industry=toys&company=COMPANY+NAMEhttps://sgabenchmarking.com/api/benchmark-interest?industry=toys&company=COMPANY+NAME&email=YOU@COMPANY.COM&src=assistanthttps://sgabenchmarking.com/catalog.json · https://sgabenchmarking.com/llms.txt · method and limits: https://sgabenchmarking.com/methodology.json
SG&A Benchmarking