|
| |
|
 |
 |
Distribution |
|
|
Face Value |
|
|
Expiration |
|
|
Multiple-Purchase Requirements |
|
|
|
|
Distribution |
|
|
Face Value |
|
|
Expiration |
|
|
Multiple-Purchase Requirements |
|
|
|
|
Distribution |
|
|
Distribution % increase |
|
|
Face Value |
|
|
Per-Unit Value |
|
|
Expiration |
|
|
Multiple-Purchase Requirements |
|
| |
|
|
|
|
|
|
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. |
|
| |
| 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. |
|
| |
| 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. |
|
| |
|
|
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.
|
|
| |
| 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% |
|
| |
| 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.
|
|
| |
| 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% |
|
|
| |
| 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. |
|
| |
| 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%.
|
|
| |
| 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% |
|
|
|
| |
| 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% |
|
|
| 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. |
|
| |
| 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 |
|
|
| 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.
|
|
| |
| 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% |
|
|
| 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.
|
|
| |
| 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% |
|
|
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. |
|
| |
| 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% |
|
|
| |
| 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% |
|
| |
| 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% |
|
|
| |
| 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% |
|
| |
| 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% |
|
|
| |
| 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% |
|
| |
| 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% |
|
| |
|
|
|
| |
| 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% |
|
|
| 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. |
|
| |
| 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% |
|
|
| 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. |
|
| |
| 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% |
|
|
| 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. |
|
| |
| 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% |
|
| |
|
| 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.
|
|
| |
| 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% |
|
| |
| 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% |
|
|
| 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% |
|
| |
| 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% |
|
|
| 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. |
|
| |
| 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% |
|
| |
| 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% |
|
|
| 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% |
|
| |
| 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% |
|
| |
|
|
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. |
|
| |
 |
|
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. |
|
| |
 |
| |
|
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.
|
|
|
| |
|
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. |
|
| |
| Total Active Categories |
93 |
| New Products |
388 |
| Total Event Dates |
788 |
| Average Event Dates Per New Product |
2.0 |
|
| |
| 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 |
|
| |
| 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% |
|
| |
|
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. |
|
| |
| 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% |
|
| |
| 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. |
|
| |
| 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% |
|
|
|
| |
|
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%.
|
|
| |
| 2005 |
17,682 |
- |
| 2006 |
17,502 |
-1.0% |
| 2007 |
17,916 |
2.4% |
| 2008 |
17,407 |
-2.8% |
| 2009 |
19,191 |
10.3% |
|
| |
| 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% |
|
| |
| |
|
|
|
