2009 FSI Trends
Section 1: FSI Industry OverviewGo 
Fast Fact Summary
Total Page Allocation
FSI Advertising Impressions Summary
 
Section 2: Consumer Packaged Goods FSI Coupon TrendsGo 
Total (Food vs. Non-Food)
Distribution
Face Value
Expiration
Multiple-Purchase Requirements
Major Area
Distribution
Face Value
Expiration
Multiple-Purchase Requirements
Leading Coupon Growth Categories
Leading CPG Categories by Key Metrics
Distribution
Distribution % increase
Face Value
Per-Unit Value
Expiration
Multiple-Purchase Requirements
 
Section 3: Other FSI Coupon TrendsGo 
Regionality
Seasonality
New Products
Retailer Promotion
Buy One Get One Free (BOGO)
Franchise
Back To Top

Section 1: FSI Industry Overview

Fast Facts Summary
Total Consumer Packaged Goods (CPG) coupon distribution increased 8.0% due to increases in both the Food and Non-Food Sectors.
Pages Circulated increased 6.1% across the CPG industry and 4.0% overall due to increases in both the CPG and Franchise industries.
Average Face Value had another record year increasing 6.5% to $1.42 with an overall increase of 23.9% since 2005.
Expiration Lengths fell another 3.9% to 9.3 weeks – down more than a full week from 2002.
 
FSI Fast Facts Summary
Measure 2009 Chg vs. 2008 Chg vs. 2005
Coupons Dropped 272 billion 8.0% 7.4%
Pages Circulated 203 billion 4.0% 3.1%
Avg Face Value $1.42 6.5% 23.9%
Expiration Length (weeks) 9.3 -3.9% -7.8%
 
Total Page Allocation
CPG continued to dominate total FSI page space, accounting for 71.5% of all pages distributed with an increase of 6.1% to 145.4 billion pages.
Direct Response reported the largest drop in Pages Circulated, declining 5.8% to 38.7 billion pages but still accounted for 19.1% of all pages distributed. This decline was attributed to fewer events within General Merchandise (Check Ordering, Collectibles, etc.) and Services & Offers (Credit Cards, Eye Care, Portrait Studios, etc.).
Franchise reported its largest increase since 2005, up 10.3% to 19.1 billion pages.
 
FSI Total Page Allocation 2009 (MM)
Industry Pages Chg vs. 2008 Share
CPG 145,497 6.1% 71.5%
Direct Response 38,797 -5.8% 19.1%
Franchise 19,191 10.3% 9.4%
Total 203,485 4.0% 100.0%
 
FSI Advertising Impressions Summary
Frequency: Free Standing Inserts (FSIs) maintained consistent frequency with activity in 47 out of the 52 Sundays in 2009.
Weight: The pre-Easter promotion week of April 5th had the greatest combined weight by delivering a total of 144 pages. The week of January 4th (traditionally the heaviest weighted week of the year) was also heavily weighted with 136 pages of FSI promotions.
Reach: On average, FSIs reach almost 70 million households on a weekly basis, with household reach varying across national, regional, and local brands.
More than 620 Consumer Packaged Goods (CPG) companies included FSI promotions as part of their marketing mix in 2009.
 
Back To Top

Section 2: Consumer Packaged Goods FSI Coupon Trends

Total (Food vs. Non-Food)

Distribution
CPG coupon distribution increased 8.0% to 272.0 billion in 2009.
Non-Food coupons increased 5.3% to 160.9 billion coupons. Health Care, Household Products, Personal Care, and Other Packaged Goods areas contributed to this increase.
Food coupons increased for the first time since 2004, up 12.4% to 111.6 billion. Dry Grocery, Frozen Products, Refrigerated Foods, and Shelf Stable Beverages all posted increases in 2009.
 
FSI Coupon Distribution 2005 - 2009
Food vs. Non-Food*
Coupons Dropped (MM)
Sector 2005 2006 2007 2008 2009
Food 111,799 107,255 104,990 99,293 111,642
% Change - -4.1% -2.1% -5.4% 12.4%
Non-Food 141,874 146,218 152,361 152,816 160,924
% Change - 3.1% 4.2% 0.3% 5.3%
Total Packaged Goods 253,242 253,183 257,113 251,941 272,053
% Change - 0.0% 1.6% -2.0% 8.0%
* Non-Food items include Health & Beauty, Over-The-Counter Medications and Household type items. Food includes all food items, such as canned, prepared and boxed items. More than 620 consumer packaged goods companies had FSI activity in 2009.
 
Face Value
Average Face Value for CPG coupons grew by 6.5% to $1.42 to continue nine consecutive years of increases.
Non-Food had another rise in Average Face Value, increasing 7.4% to $1.73. Within this sector, Other Packaged Goods had the largest increase of 28.9% versus 2008.
Food reported the largest growth in Average Face Value, increasing 7.5% to $0.97. A major contributor for this increase was a 21.1% increase in Frozen Products.
 
FSI Coupon Average Face Value 2005 - 2009
Food vs. Non-Food
Sector 2005 2006 2007 2008 2009
Food $0.82 $0.82 $0.86 $0.90 $0.97
% Change - 1.0% 5.0% 4.3% 7.5%
Non-Food $1.40 $1.45 $1.54 $1.61 $1.73
% Change - 3.6% 6.2% 4.3% 7.4%
Total Packaged Goods $1.14 $1.19 $1.27 $1.33 $1.42
% Change - 3.7% 6.8% 5.0% 6.5%
Back To Top
 
Expiration
The Average Expiration Length for CPG continued to decrease, dropping 3.9% to 9.3 weeks. This data indicates a continued trend towards decreasing Expiration Lengths.
Non-Food Average Expiration Lengths declined 2.8% to 8.9 weeks, influenced by decreases in Household Products and Personal Care.
Food Average Expiration Lengths had the largest decreases in 2009, dropping 5.3% to 10.0 weeks. Food Expiration Lengths continued to be about a week longer than the Non-Food sector.
 
FSI Coupon Expiration Lengths 2005 - 2009
Food vs. Non-Food
(Weeks)
Sector 2005 2006 2007 2008 2009
Food 10.5 10.5 10.6 10.5 10.0
% Change - 0.6% 0.1% -0.3% -5.3%
Non-Food 9.9 9.4 9.3 9.2 8.9
% Change - -5.0% -0.9% -0.7% -2.8%
Total Packaged Goods 10.1 9.9 9.8 9.7 9.3
% Change - -2.6% -0.7% -0.8% -3.9%
 
Multiple-Purchase Requirements
Total Multiple Purchase coupon offers remained flat at 24.4%.
Non-Food decreased the use of multiple purchase offers, down 0.8 points to 15.1%. Contributors to this decline were Household Products, Other Packaged Goods and Personal Care.
Food increased multiple purchase offers by 0.3 points to 38.0% and maintains the highest level of these types of offers. Cereal contributed to this increase with a rise of 18.6 points to 65.7%.
 
FSI Coupon w/Multiple Purchase Requirements 2005 - 2009
Food vs. Non-Food
Sector 2005 2006 2007 2008 2009
Food 39.9% 39.3% 39.7% 37.7% 38.0%
Actual Change - -0.6% 0.4% -2.0% 0.3%
Non-Food 15.4% 16.5% 17.2% 15.9% 15.1%
Actual Change - 1.1% 0.7% -1.3% -0.8%
Total Packaged Goods 26.2% 26.1% 26.4% 24.5% 24.4%
Actual Change - -0.1% 0.3% -1.9% 0.0%
Back To Top

Major Areas

Distribution
In 2009, 8 of the 9 CPG areas increased coupon distribution.
Dry Grocery led coupon distribution by running 65.1 billion coupons. For the second year in a row Pet Food and Treats was the leading category in this area, distributing 13.1 billion coupons.
Other Packaged Goods had the largest percent increase of coupon distribution in 2009, rising 39.3% to 6.0 billion. This increase was driven by Batteries, Home Movies and Miscellaneous Home Products.
The Cereal area was the only area with a decrease in coupon distribution, down 15.3% to 4.1 billion.
 
FSI Coupon Distribution By Area
2008 vs. 2009
Coupons Dropped (MM)
Area 2008 2009 % Chg
Cereals 4,883 4,137 -15.3%
Dry Grocery 60,465 65,185 7.8%
Frozen Products 10,075 13,446 33.5%
Health Care 45,848 46,310 1.0%
Household Products 43,689 45,472 4.1%
Other Packaged Goods 4,356 6,068 39.3%
Personal Care 60,237 64,895 7.7%
Refrigerated Foods 19,168 22,276 16.2%
Shelf Stable Beverages 7,965 9,060 13.7%
Back To Top
Face Value
In 2009, each of the CPG areas had higher average face values.
For the second year in a row, Health Care had the highest average face value, growing 16.2% to $2.15. The Pharmaceutical category led this area with a face value of $12.91 in 2009.
Other Packaged Goods had the largest increase of 28.9% to $2.12. This increase was driven by Home Movies and Lawn Care Products.
Refrigerated Foods average face value increased by 7.0% to $0.75. This area continues to have the lowest face value.
 
FSI Coupon Average Face Value By Area
2008 vs. 2009
Area 2008 2009 % Chg $Chg
Cereals $0.92 $1.02 10.2% $0.09
Dry Grocery $0.98 $1.03 5.6% $0.05
Frozen Products $0.80 $0.97 21.1% $0.17
Health Care $1.85 $2.15 16.2% $0.30
Household Products $1.29 $1.30 1.0% $0.01
Other Packaged Goods $1.64 $2.12 28.9% $0.47
Personal Care $1.66 $1.69 2.2% $0.04
Refrigerated Foods $0.70 $0.75 7.0% $0.05
Shelf Stable Beverages $0.87 $0.96 9.8% $0.09
Back To Top
Expiration
7 of the 9 CPG areas shortened Expiration Lengths in 2009.
Health Care and Other Packaged Goods reported increased expiration lengths in 2009. Health Care had the longest expiration length of 11.3 weeks, up 2.0% from 2008. Other Packaged Goods had an expiration length of 10.3 weeks, increasing 2.5%.
Personal Care had an expiration length of 8.2 weeks in 2009, decreasing 6.4%. The Adult Wipes category had the largest percent decrease in the Personal Care area, decreasing 38.3% to 11.5 weeks.
Cereals dropped Expiration Lengths to the shortest length among all areas at 7.0 weeks.
 
FSI Coupon Expiration Lengths By Area
2008 vs. 2009
(Weeks)
Area 2008 2009 % Chg
Cereals 7.8 7.0 -10.6%
Dry Grocery 10.7 10.1 -5.8%
Frozen Products 11.1 10.9 -1.9%
Health Care 11.1 11.3 2.0%
Household Products 7.8 7.4 -4.1%
Other Packaged Goods 10.0 10.3 2.5%
Personal Care 8.8 8.2 -6.4%
Refrigerated Foods 10.4 9.9 -5.0%
Shelf Stable Beverages 10.0 9.2 -8.0%
Back To Top
Multiple-Purchase Requirements
In 2009, 6 of the 9 CPG areas decreased the percent of multiple purchase requirements.
For the fourth year in a row, Cereal had the highest percentage of multiple purchase requirements at 65.7%, up 18.6 points. Health Care and Refrigerated Foods also increased the percent of multiple purchase requirements.
Other Packaged Goods had the largest decrease of multiple purchase requirements, down 2.4 points.
Personal Care had a multiple purchase requirement of 15.9% in 2009, decreasing 1.1 points. This year is the third in a row that Personal Care decreased multiple purchase requirements.
 
FSI Coupons w/Multiple Purchase Requirements By Area
2008 vs. 2009
Area 2008 2009 Act Chg
Cereals 47.0% 65.7% 18.6%
Dry Grocery 40.9% 38.6% -2.4%
Frozen Products 30.9% 30.6% -0.2%
Health Care 7.9% 8.6% 0.6%
Household Products 23.9% 22.2% -1.7%
Other Packaged Goods 6.8% 4.4% -2.4%
Personal Care 16.9% 15.9% -1.1%
Refrigerated Foods 33.3% 39.8% 6.5%
Shelf Stable Beverages 34.2% 33.5% -0.7%
Back To Top
Leading Coupon Growth Categories within Major CPG Segments
The following charts provide leading growth categories by major CPG product areas. Only categories in which 2009 coupon distribution was at least 500 million and 2009 growth was at least 5% are included.
 
Dry Grocery Coupons Dropped (MM)
Rank* Category 2008 2009 % Chg
56 Pet Products 428 1,550 262.3%
92 Crackers 376 635 68.8%
94 Fish/Canned 424 627 48.1%
79 Pasta/Macaroni 620 896 44.6%
59 Prepared Food/Shelf 1,040 1,432 37.7%
62 Gum 951 1,303 37.1%
75 Mexican Foods 762 1,031 35.3%
69 Rice 846 1,115 31.9%
68 Baking Needs 878 1,156 31.7%
51 Combination/Food 1,264 1,633 29.2%
67 Fruit/Shelf 912 1,160 27.2%
49 Baking Mixes 1,401 1,713 22.2%
55 Sugar 1,284 1,556 21.2%
43 Salad Dressing/Mayonnaise 1,832 2,156 17.7%
90 Bread Product/Shelf 565 664 17.6%
4 Snacks 9,949 10,976 10.3%
96 Desserts/Shelf 553 599 8.4%
83 Mexican Sauces 714 760 6.4%
54 Dinner Mixes 1,485 1,563 5.3%
98 Cookies/Ready to Eat 567 596 5.1%
* Category rank is based on 2009 coupon distribution.
Back To Top
 
Personal Care Coupons Dropped (MM)
Rank* Category 2008 2009 % Chg
82 Acne Remedies 453 825 82.1%
20 Diapers 3,148 4,265 35.5%
50 First Aid 1,240 1,657 33.7%
95 Adult Wipes 472 623 32.1%
102 Facial Moisturizer 407 536 31.5%
32 Toilet Tissue 2,492 3,178 27.5%
9 Shaving Cream/Razor 5,355 6,233 16.4%
10 AP/Deodorant 5,698 6,229 9.3%
8 Hair Care 6,953 7,522 8.2%
1 Combination/Personal 12,379 13,305 7.5%
24 Feminine Hygiene 3,835 4,073 6.2%
* Category rank is based on 2009 coupon distribution.
 
Household Products Coupons Dropped (MM)
Rank* Category 2008 2009 % Chg
61 Paper Napkins 279 1,332 376.4%
101 Tape/All Kinds 202 540 167.4%
84 Bleach 472 758 60.7%
41 Paper Towels 1,723 2,528 46.7%
40 Laundry Treatment 1,841 2,545 38.2%
53 Facial Tissue 1,266 1,596 26.1%
5 Rug/Room Deodorizer 7,600 8,837 16.3%
36 Laundry Detergent 2,449 2,766 12.9%
13 Home Paper/Plastic 4,789 5,303 10.7%
* Category rank is based on 2009 coupon distribution.
Back To Top
 
Health Care Coupons Dropped (MM)
Rank* Category 2008 2009 % Chg
33 Mouthwash 1,788 3,128 74.9%
29 Ear/Eye Care 2,645 3,438 30.0%
100 Denture Adhesive 447 554 24.0%
63 Pharmaceuticals 1,115 1,292 15.9%
18 Analgesic 3,889 4,425 13.8%
65 External Analgesics 1,086 1,203 10.8%
99 Sleep Aids 520 569 9.3%
6 Vitamins 8,275 8,748 5.7%
* Category rank is based on 2009 coupon distribution.
 
Frozen Products Coupons Dropped (MM)
Rank* Category 2008 2009 % Chg
39 Desserts/Frozen 1,365 2,591 89.9%
72 Breakfast/Frozen 571 1,082 89.5%
60 Meat/Frozen 1,035 1,419 37.1%
14 Prepared Food/Frozen 3,932 5,264 33.9%
45 Baked Good/Dough Frozen 1,665 1,842 10.6%
* Category rank is based on 2009 coupon distribution.
Back To Top
 
Refrigerated Foods Coupons Dropped (MM)
Rank* Category 2008 2009 % Chg
17 Yogurt 2,880 4,821 67.4%
74 Butter/Margarine 701 1,046 49.2%
81 Eggs 580 839 44.7%
30 Milk/Milk Products 2,727 3,280 20.3%
12 Meat/Refrigerated 4,893 5,665 15.8%
* Category rank is based on 2009 coupon distribution.
 
Shelf-Stable Beverages
Rank* Category 2008 2009 % Chg
86 Tea 562 721 28.3%
38 Coffee 2,138 2,596 21.4%
47 Juices 1,537 1,785 16.1%
27 Beverages 3,499 3,711 6.1%
* Category rank is based on 2009 coupon distribution.
 
Cereals
Rank* Category 2008 2009 % Chg
  There were none      
* Category rank is based on 2009 coupon distribution.
Back To Top

Leading CPG Categories by Key Metrics

Distribution
15 of the top 20 categories were Non-Food.
The Personal Care area had the most categories in the top 20 based on coupon distribution in 2009. Combination/Personal (a group of products which has extensions that cross multiple Personal Care categories) was the leading category in coupon distribution with 13.3 billion coupons, increasing 7.5%.
Yogurt had the largest actual increase in distribution among the top 20 categories, up 67.4 %.
Pet Food & Treats distributed 13.1 billion coupons in 2009, continuing to be ranked second due to an increase of 505 million coupons.
 
FSI Coupon Distribution 2008 vs. 2009*
Coupons Dropped (MM)
Rank** Category 2008 2009 % Chg
1 Combination/Personal 12,379 13,305 7.5%
2 Pet Food & Treats 12,677 13,182 4.0%
3 Household Cleaning Products 13,141 11,504 -12.5%
4 Snacks 9,949 10,976 10.3%
5 Rug/Room Deodorizer 7,600 8,837 16.3%
6 Vitamins 8,275 8,748 5.7%
7 Cough/Cold/Sinus/Allergy (CCSA) 7,990 8,146 2.0%
8 Hair Care 6,953 7,522 8.2%
9 Shaving Cream/Razor 5,355 6,233 16.4%
10 AP/Deodorant 5,698 6,229 9.3%
11 Other Packaged Goods 4,276 5,988 40.0%
12 Meat/Refrigerated 4,893 5,665 15.8%
13 Home Paper/Plastic 4,789 5,303 10.7%
14 Prepared Food/Frozen 3,932 5,264 33.9%
15 Toothbrush 4,758 4,940 3.8%
16 Bar/Liquid Soap 5,578 4,907 -12.0%
17 Yogurt 2,880 4,821 67.4%
18 Analgesic 3,889 4,425 13.8%
19 Cosmetics 4,333 4,324 -0.2%
20 Diapers 3,148 4,265 35.5%
* Represents categories with more than 500 million coupons distributed in 2009.
** Category rank is based on 2009 coupon distribution.
Back To Top
Distribution % Increase
12 of the top 20 growth categories were Non-Food.
Paper Napkins led based on distribution percent increase, up 376.4% to 1.3 billion coupons.
The Dry Grocery area had the most categories with increases including Crackers, up 68.8% to 635 million coupons.
Acne Remedies had the greatest distribution percent increase in the Personal Care area, up 82.1% to 825 million coupons.
 
FSI Coupon Distribution % Increase 2008 vs. 2009*
Coupons Dropped (MM)
Rank** Category 2008 2009 % Chg
1 Paper Napkins 279 1,332 376.4%
2 Pet Products 428 1,550 262.3%
3 Tape/All Kinds 202 540 167.4%
4 Desserts/Frozen 1,365 2,591 89.9%
5 Breakfast/Frozen 571 1,082 89.5%
6 Acne Remedies 453 825 82.1%
7 Mouthwash 1,788 3,128 74.9%
8 Crackers 376 635 68.8%
9 Yogurt 2,880 4,821 67.4%
10 Bleach 472 758 60.7%
11 Butter/Margarine 701 1,046 49.2%
12 Fish/Canned 424 627 48.1%
13 Paper Towels 1,723 2,528 46.7%
14 Eggs 580 839 44.7%
15 Pasta/Macaroni 620 896 44.6%
16 Other Packaged Goods 4,276 5,988 40.0%
17 Laundry Treatment 1,841 2,545 38.2%
18 Prepared Food/Shelf 1,040 1,432 37.7%
19 Meat/Frozen 1,035 1,419 37.1%
20 Gum 951 1,303 37.1%
* Represents categories with more than 500 million coupons distributed in 2009.
** Category rank is based on percentage change between 2008 and 2009.
Back To Top
Face Value
13 of the top 20 growth categories were Non-Food.
The Health Care area had the most categories increase in face value. Sleep Aids had the largest percent increase with an average face value of $2.41, up 86.0%. Adult Gas was ranked second with an average face value of $1.92.
Crackers had the largest increase for average face value in the Dry Grocery area, up 80.6% to $1.57.
Facial Moisturizers average face value increased 52.9% to $1.86. AP/Deodorant is another category in the Personal Care area that ranked in the top 20.
 
FSI Coupon Average Face Value 2008 vs. 2009*
Rank** Category 2008 2009 % Chg
1 Sleep Aids $1.29 $2.41 86.0%
2 Crackers $0.87 $1.57 80.6%
3 Adult Gas $1.13 $1.92 70.4%
4 Baby Food $1.54 $2.54 64.9%
5 External Analgesics $0.93 $1.52 62.9%
6 Stomach Remedy $1.28 $2.07 61.6%
7 Facial Moisturizer $1.21 $1.86 52.9%
8 Mouthwash $1.06 $1.60 50.8%
9 Bleach $0.91 $1.28 40.4%
10 Combination/Cooking $0.79 $1.10 38.1%
11 AP/Deodorant $1.19 $1.63 37.0%
12 Prepared Food/Frozen $0.87 $1.13 29.5%
13 Other Packaged Goods $1.66 $2.13 28.8%
14 Pet Products $1.65 $2.12 28.4%
15 Toilet Tissue $0.64 $0.81 26.9%
16 Paper Towels $0.72 $0.88 22.5%
17 Combination/Food $0.84 $1.03 22.2%
18 Baked Good/Dough Frozen $0.59 $0.71 21.4%
19 Vitamins $1.98 $2.38 20.1%
20 Cough/Cold/Sinus/Allergy (CCSA) $1.49 $1.76 18.1%
* Represents categories with more than 500 million coupons distributed in 2009.
** Category rank is based on percentage change between 2008 and 2009.
Back To Top
Per-Unit Value
12 of the top 20 categories with the largest increases in average per-unit value are Non-Food.
Crackers had the highest average per-unit growth of 96.3% to $0.86.
Pet Products had the highest average per-unit value among the top 20 growth categories, up 27.0% to $2.10.
Sleep Aids, Combination/Cooking, and Toothbrush all ranked in the top 20 growth categories for the second year in a row.
 
FSI Coupon Average Per-Unit Value 2008 vs. 2009*
Rank** Category 2008 2009 % Chg
1 Crackers $0.44 $0.86 96.3%
2 Bleach $0.67 $1.23 83.6%
3 Facial Moisturizer $1.07 $1.77 66.2%
4 Baby Food $1.14 $1.82 59.2%
5 External Analgesics $0.93 $1.46 55.7%
6 Paper Towels $0.52 $0.77 46.9%
7 Sleep Aids $1.20 $1.66 38.5%
8 Mexican Foods $0.60 $0.79 33.4%
9 Stomach Remedy $1.22 $1.62 32.7%
10 Tape/All Kinds $0.63 $0.84 32.7%
11 Other Packaged Goods $1.59 $2.04 28.1%
12 Prepared Food/Frozen $0.67 $0.86 28.1%
13 Facial Tissue $0.36 $0.46 27.2%
14 Pet Products $1.65 $2.10 27.0%
15 Adult Gas $1.00 $1.26 26.4%
16 Combination/Cooking $0.70 $0.88 25.5%
17 Toothbrush $1.39 $1.74 24.9%
18 Prepared Food/Shelf $0.50 $0.62 24.4%
19 Toilet Tissue $0.58 $0.73 24.1%
20 Cookies/Ready to Eat $0.56 $0.69 23.2%
 
* Represents categories with more than 500 million coupons distributed in 2009. Unit Value includes both coupon value and coupon purchase requirements. For example, $1 off two items would result in a per-unit value of 50˘.
** Category rank is based on percentage change between 2008 and 2009.
Back To Top
Expiration
All of the top 5 categories with the largest percent increase in Expiration Lengths were Non-Food categories.
of the top 5 categories with the largest percent decrease in Expiration Lengths were Non-Food categories.
Mouthwash had the greatest increase in Expiration Length, up 132.2% to 16.3 weeks.
In the Personal Care area, Baby Personal Care had the greatest percent increase in Expiration Length, up 34.4% to 14.9 weeks.
3 of the top 5 CPG categories with the longest Expiration Lengths were Non-Food. Sleep Aids had the longest expiration length in 2009 of 22.6 weeks.
All of the top 5 categories with the shortest Expiration Lengths were Non-Food. For the second year in a row, Dish/Dishwashing had the shortest expiration length of 5.1 weeks.
Sleep Aids, Feminine Miscellaneous, and Eggs all reported in the top 5 for the longest expiration lengths for the second year in a row.
 
Largest % Increases in FSI Coupon Expiration Lengths 2008 vs. 2009* (Weeks)
Rank** Category 2008 2009 % Chg
1 Mouthwash 7.0 16.3 132.2%
2 Toothbrush 6.4 9.4 47.0%
3 Baby Personal Care 11.1 14.9 34.4%
4 Bleach 8.7 11.0 25.8%
5 Tape/All Kinds 10.9 13.0 19.5%
* Represents categories with more than 500 million coupons distributed in 2009.
** Category rank is based on percent change between 2008 and 2009.
 
Largest % Decreases in FSI Coupon Expiration Lengths 2008 vs. 2009* (Weeks)
Rank** Category 2008 2009 % Chg
1 Pet Products 19.7 9.3 -52.8%
2 Pharmaceuticals 20.8 12.2 -41.4%
3 Adult Wipes 18.7 11.5 -38.3%
4 Feminine Miscellaneous 31.3 20.5 -34.6%
5 Candy 14.0 9.7 -30.7%
* Represents categories with more than 500 million coupons distributed in 2009.
** Category rank is based on percent change between 2008 and 2009.
Back To Top
Longest FSI Coupon Expiration Lengths* (Weeks)
Rank** Category 2009 % Chg from 2008
1 Sleep Aids 22.6 9.6%
2 Feminine Miscellaneous 20.5 -34.6%
3 Eggs 17.0 -4.8%
4 Mouthwash 16.3 132.2%
5 Baking Needs 15.2 10.3%
* Represents categories with more than 500 million coupons distributed in 2009.
* Category rank is based on 2009 expiration length.
 
Shortest FSI Coupon Expiration Lengths* (Weeks)
Rank** Category 2009 % Chg from 2008
1 Dish/Dishwashing 5.1 -1.7%
2 Denture Adhesive 5.5 -6.8%
3 Diapers 5.7 6.4%
4 Shaving Cream/Razor 5.7 2.4%
5 Toothpaste 5.8 0.7%
* Represents categories with more than 500 million coupons distributed in 2009.
** Category rank is based on 2009 expiration length.
Back To Top
Multiple-Purchase Requirements
3 of the 5 categories with the largest increase of FSI coupons having multiple purchase requirements were Non-Food.
The major driver behind the increase in the use of multiple purchase requirements for Food products was Vegetables/Shelf in the Dry Grocery area, increasing 21.5 points to 76.9%.
4 of the 5 categories with the largest decrease in percentage of FSI coupons having multiple purchase requirements were Food.
Gum in the Dry Grocery area had the greatest decrease in multiple purchase requirements, dropping 48.7 points to 21.8%.
Crackers had the highest percent of multiple purchase requirements, but decreased 12.3 points to 77.6%.
Feminine Miscellaneous and Acne Remedies did not distribute coupons requiring multiple purchases.
 
Largest Increase in FSI Coupons w/Multiple Purchase Requirements*
Rank** Category 2008 2009 Act Chg
1 Vegetables/Shelf 55.5% 76.9% 21.5%
2 Cereals 47.0% 65.7% 18.6%
3 Mouthwash 3.6% 19.8% 16.2%
4 Adult Wipes 1.8% 16.7% 14.9%
5 Incontinence 35.6% 50.5% 14.9%
* Represents categories with more than 500 million coupons distributed in 2009.
** Category rank is based on actual change between 2008 and 2009.
 
Largest Decrease in FSI Coupons w/Multiple Purchase Requirements*
Rank** Category 2008 2009 Act Chg
1 Gum 70.5% 21.8% -48.7%
2 Tape/All Kinds 55.4% 16.2% -39.2%
3 Desserts/Frozen 50.0% 28.2% -21.8%
4 Salad Dressing/Mayonnaise 47.8% 29.5% -18.3%
5 Mexican Foods 50.8% 34.3% -16.5%
* Represents categories with more than 500 million coupons distributed in 2009.
** Category rank is based on actual change between 2008 and 2009.
Back To Top
Highest % of FSI Coupons w/Multiple Purchase Requirements*
Rank** Category 2009 Act Chg vs. 2008
1 Crackers 77.6% -12.3%
2 Soup 77.1% -5.9%
3 Vegetables/Shelf 76.9% 21.5%
4 Baked Good/Dough Refrigerated 68.5% 13.0%
5 Cereals 65.7% 18.6%
* Represents categories with more than 500 million coupons distributed in 2009.
** Category rank is based on 2009 multiple purchase requirements.
 
Lowest % of FSI Coupons w/Multiple Purchase Requirements*
Rank** Category 2009 Act Chg vs. 2008
1 Acne Remedies 0.0% 0.0%
2 Feminine Miscellaneous 0.0% 0.0%
3 Pharmaceuticals 0.1% 0.1%
4 Baby Personal Care 0.4% -15.5%
5 Pesticide 0.9% -13.5%
* Represents categories with more than 500 million coupons distributed in 2009.
** Category rank is based on 2009 multiple purchase requirements.
 
Back To Top

Section 3: Other FSI Trends

Regionality

2009 FSI Coupon Distribution by County
Coupon Distribution continued to be highest in urban areas, both in terms of raw numbers and per capita.
 
Back To Top
Seasonality
There were five spikes of activity above the baseline during the 2009 calendar year:
January, the second most active month, jumped due to heavy Dry Grocery, Health Care and Personal Care activity; perhaps driven by marketing against New Year’s resolutions and the Super Bowl.
March reported large amounts of activity in Personal Care and Dry Grocery as well as Household Products with consumers getting ready for spring cleaning.
May saw high levels of Dry Grocery, Personal Care and Household Products activity; perhaps driven by preparations for Memorial Day get-together's.
August experienced increased activity in Personal Care, Dry Grocery and Household Products with consumers gearing up for Back-to-School activities. For the first time in at least the last five years, August was the most active month overtaking January for the top spot.
November had significant activity within Dry Grocery, Personal Care and Household Products. Refrigerated Foods ran almost double the monthly average number of coupons this month.
 
 
Back To Top
CPG Segment Seasonality
Dry Grocery, the most active area, reported high levels of activity in August, January and May. Snacks and Pet Foods/Treats were the main contributors to activity in all months.
Personal Care, the second most active area, saw the highest levels of activity in August, May and April. Combination/Personal products (a group of products which have extensions that cross multiple Personal Care categories) were the major driver behind the activity in all months.
Health Care saw the highest levels occurring in January, October and August. Cough/Cold/Sinus/Allergy (CCSA) contributed to activity in all three months while Vitamins was highly active in January and October and Toothbrush saw a rise in activity in August.
Household Products saw large amounts of activity in August which was driven by high numbers of coupons in Household Cleaning Products, Rug/Room Deodorizers and Dish/Dishwashing products.
 
Back To Top
New Products
In 2009, new product FSI support was realized in 93 categories.
A total of 388 new products received FSI support with 788 event dates equating to an average of 2.0 event dates per new product.
The most active categories with FSI support for new products were Snacks with 30, Alcoholic Beverages with 25 and Cereals with 24.
Food related new product introductions dominated FSI support representing 15 of the top 20 categories and 284 of the 388 products.
 
2009 New Product Introductions
Total Active Categories 93
New Products 388
Total Event Dates 788
Average Event Dates Per New Product 2.0
 
Most New Product Introductions 2009
Rank Category # New Products
1 Snacks 30
2 Alcoholic Beverages 25
3 Cereals 24
4 Milk/Milk Products 18
5 Prepared Food/Frozen 12
6 Household Cleaning Products 11
6 Pet Food & Treats 11
6 Beverages 11
9 Bread Product/Shelf 10
10 Pet Products 8
10 Juices 8
10 Sauce 8
13 Hair Care 7
13 Vitamins 7
13 Other Packaged Goods 7
13 Combination/Personal 7
13 Pasta/Macaroni 7
18 Sugar 6
18 Candy 6
18 Desserts/Frozen 6
 
FSI Retailer Promotion Fast Facts Summary
Measure 2005 2006 2007 2008 2009
Pages (MM) 6294.4 5183.3 5689.4 6601.7 9093.8
% change - -17.7% 9.8% 16.0% 37.7%
# Manufacturers 208 202 197 222 231
% change - -2.9% -2.5% 12.7% 4.1%
# Retail Banners 184 138 170 141 150
% change - -25.0% 23.2% -17.1% 6.4%
 
Back To Top
Retailer Promotion
Retailer promotion increased for the third year in a row, up 37.7% to 9.0 billion pages with all of the areas increasing retailer tie-ins.
The number of manufacturers increased 4.1% to 231 while the number of retailer banners also increased 6.4% to 150.
Dry Grocery expanded its use of retailer promotion by 97.4%, the largest actual increase among all areas.
Within retailer banners, Target’s FSI promotion activity accounted for the greatest number of Pages Circulated for the third year in a row.
Family Dollar had the most growth in the top ten retailers, increasing from a rank of 17 in 2008 to 6 in 2009.
 
Retailer Promotion Page Participation By Area
2008 vs. 2009
Pages (MM)
AREA 2008 2009 %Chg
Cereals 130.0 299.7 130.5%
Dry Grocery 1888.2 3727.2 97.4%
Frozen Products 392.5 489.8 24.8%
Health Care 1770.9 2182.8 23.3%
Household Products 1402.3 2129.4 51.9%
Other Packaged Goods 178.6 413.6 131.6%
Personal Care 2433.0 2893.4 18.9%
Refrigerated Foods 527.2 926.5 75.7%
Shelf Stable Beverages 395.6 990.0 150.2%
 
Top 10 Retailers Ranked By Pages Circulated
Store Rank 2008 Rank 2009
Target 1 1
PETsMART 4 2
Dollar General 10 3
Walgreens 2 4
CVS/pharmacy 3 5
Family Dollar 17 6
Kroger (banner) 5 7
Publix 7 8
Safeway Food & Drug 9 9
Rite Aid 13 10
 
Buy One Get One Free (BOGO)
Total BOGO distribution increased 21.0% in 2009, driven by increases in Dry Grocery and Personal Care areas.
The Average Face Value of a BOGO offer decreased 4.2% to $3.39 and the Average Value per Unit also decreased 9.8% to $1.68.
Personal Care, up 53.1% to 2.7 billion, had the largest actual increase in BOGO distribution, running an additional 965.7MM coupons.
Dry Grocery continued to be the most active area in BOGO usage having increased 11.5% to 3.7 billion coupons.
 
BOGO Distribution By Area
Coupons Dropped (MM)
Area 2005 2006 2007 2008 2009
Dry Grocery 3882 3339 4429 3378 3767
% Change - -14.0% 32.6% -23.7% 11.5%
Household Products 1930 2280 3250 3347 3639
% Change - 18.2% 42.5% 3.0% 8.7%
Personal Care 2100 1411 2333 1820 2786
% Change - -32.8% 65.4% -22.0% 53.1%
Health Care 1028 735 782 690 1004
% Change - -28.6% 6.4% -11.7% 45.5%
Refrigerated Foods 226 262 104 161 253
% Change - 15.9% -60.3% 54.2% 57.6%
Frozen Products 158 214 104 26 207
% Change - 35.1% -51.6% -74.9% 697.1%
Shelf Stable Beverages 247 112 346 121 252
% Change - -54.6% 208.8% -65.1% 108.2%
Other Packaged Goods 0 73 49 47 0
% Change - + -33.8% -3.7% -100.0%
Cereals 7 0 0 2 0
% Change - -100.0% - + -100.0%
Back To Top
Franchise
 
Total FSIs distributed by Franchises rose 10.3% to 19.1 billion pages in 2009 after a decrease in activity in 2008.
Note: Other Franchise or non-restaurant Franchises (data not shown) include Retailers, Home Appliance, Floral Centers, Vision Care and Portrait Studios.
Within Total Franchise, the Restaurant segment increased 7.2% accounting for 7.9 billion pages. Additionally, the top 10 Restaurant franchises increased activity by 18.4%.
Chuck E. Cheese continued to retain the top spot with Cold Stone Creamery and Olive Garden rounding out the top three Restaurants.
Quizno’s, Longhorn Steakhouse and Steak ‘n Shake were all new to the top 10 in 2009.
Quizno’s reported the largest actual increase in Pages Circulated in the top 10, up 716.0% while Boston Market reported the largest decline in the top 10, down 24.8%.
 
Franchise FSIs
Year Pages (MM) % Chg
2005 17,682 -
2006 17,502 -1.0%
2007 17,916 2.4%
2008 17,407 -2.8%
2009 19,191 10.3%
 
Top 10 Franchise Restaurants 2005 - 2009
Pages (MM)
Restaurant 2005 2006 2007 2008 2009 % Chg ('08-'09)
Chuck E. Cheese's Pizza 774 1,050 944 1,037 1,047 1.0%
Cold Stone Creamery Restaurant 405 511 309 637 599 -6.0%
Olive Garden 260 263 265 383 406 6.0%
Baskin-Robbins 117 171 184 309 402 30.2%
Quizno's 690 954 370 48 390 716.0%
Red Lobster 185 248 247 410 364 -11.4%
Boston Market 979 708 601 415 312 -24.8%
Dunkin' Donuts 34 18 104 177 294 66.0%
Longhorn Steakhouse 36 - - 60 244 306.4%
Steak 'n Shake 114 112 90 116 198 70.1%
Top 10 3,593 4,036 3,116 3,592 4,255 18.4%
All Other 4,748 4,617 4,770 4,259 3,811 -10.5%
Total* 8,315 8,599 7,618 7,443 7,977 7.2%
 
* Summing the subtotals may be equal to or greater than the value currently shown in the Total line. The Total line reflects an unduplicated sum of all brand values. For additional clarification, please contact our Client Engagement Team at (952) 925-5272 or email us at marx_clientservicesteam@kantarmedia.com