2011 Mid-Year Free Standing Insert Distribution Trends
Section 1: FSI Industry OverviewGo 
Fast Fact Summary
Total Page Allocation
 
Section 2: Consumer Packaged Goods FSI Coupon TrendsGo 
Total (Food vs. Non-Food)
Distribution
Face Value
Expiration
Major Segments
Distribution
Face Value
Expiration
Leading CPG Categories
Distribution
Face Value
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Section 1: FSI Industry Overview

Fast Facts - Summary
Activity in the first half of 2011 decreased 3.9% in Coupons Dropped and also declined 2.0% in Pages Distributed. Average Coupon Values continued to increase, now up to $1.58, a 4.9%, or $0.07 increase verses H1 2010. Fuse lengths decreased 6.3% to 8.3 weeks continuing the downward trend.

  2010 1st Half Results
(vs. 1st Half 2009)
2011 1st Half Results
(vs. 1st Half 2010)
Measure 2010 H1 % Chg vs. 2009 H1 2011 H1 % Chg vs. 2010 H1
Coupons (MM) 155 billion 10.1% 149 billion -3.9%
Pages (MM) 113 billion 6.5% 111 billion -2.0%
Avg Face Value $1.51 7.1% $1.58 4.9%
Fuse (weeks) 8.8 -9.0% 8.3 -6.3%
 

Total Page Allocations
Total page allocation across the major sectors of FSI continues to be dominated by CPG which controls a 74.1% share of all pages distributed. CPG reported a 2.4% decline in Pages Circulated which is the first decline reported in the first half of the year since 2006 when there was a 6.7 percent decline. Direct Response H1 2011 decreased for the fifth year in a row, dropping 2.3%. Meanwhile, Franchise continued an upward trend with a 1.6% increase in pages.

  2010 Full Year Results (vs 2009) 2011 1st Half Results (vs. 1st Half 2010)
Sector Pages (MM) % Chg vs. 2009 Share Pages (MM) % Chg vs. 2010 H1 Share
CPG 157,872 8.5% 74.2% 82,664 -2.4% 74.1%
Direct Response 35,649 -8.1% 16.8% 18,586 -2.3% 16.7%
Franchise 19,217 9.0% 9.0% 10,243 1.6% 9.2%
Total 212,739 4.5% 100.0% 111,493 -2.0% 100.0%
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Section 2: Consumer Packaged Goods FSI Coupon Trends

Total (Non-Food vs. Food)

Distribution
Distribution for Total Packaged Goods decreased 3.9% in the first half of 2011. The decrease was driven by Non-Food with a 4.4% decline which is the first decline in Non-Food reported for a half year since 2006. Food also decreased, down 3.3%.

  2010 Full Year Results (vs 2009) 2011 1st Half Results (vs. 1st Half 2010)
  Coupon Distribution (MM) % Change vs. 2009 Coupon Distribution (MM) % Change vs. 2010 H1
Total Packaged Goods 291,618 7.2% 149,711 -3.9%
Non-Food 173,477 8.1% 87,974 -4.4%
Food 118,727 6.0% 61,979 -3.3%
 

Face Value
Face Values grew 4.9%, or $0.07, in the first half of 2011 for Total Packaged Goods verses the same period a year ago. Both Food and Non-Food contributed to the increase with Non-Food increasing $0.09 and Food increasing $0.05. This is the first time Food has had an average Face Value of over $1.00

  2010 Full Year Results (vs 2009) 2011 1st Half Results (vs. 1st Half 2010)
  Face Value Act $ Change % Chg vs. 2009 Face Value Act $ Change % Chg vs. 2010 H1
Total Packaged Goods $1.55 $0.13 9.2% $1.58 $0.07 4.9%
Non-Food $1.93 $0.20 11.7% $1.96 $0.09 5.0%
Food $0.99 $0.02 1.9% $1.04 $0.05 5.4%
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Expiration Length (Fuse)
Fuse lengths dropped 6.3% to 8.3 weeks for Total Packaged Goods continuing the downward trend. Food declined 3.9% to 8.9 weeks and Non-Food declined 8.3% to 7.9 which marks the first time Fuse was below 8 weeks during the half year.

  2010 Full Year Results (vs 2009) 2011 1st Half Results (vs. 1st Half 2010)
  Fuse (weeks) % Change vs. 2009 Fuse (weeks) % Chg vs. 2010 H1
Total Packaged Goods 8.5 -8.9% 8.3 -6.3%
Non-Food 8.0 -10.3% 7.9 -8.3%
Food 9.3 -7.0% 8.9 -3.9%
 

Major Segments

Distribution
Two major CPG segments saw increases in the first half of 2011 verses the same period a year ago. Dry Grocery saw the most growth up 3.5% which allowed it to take the top spot from Personal Care as the most active CPG segment. Other Packaged Goods saw the largest percent decline, down 38.1%.

  Coupons Dropped (MM)
Area 2010 (1st Half) 2011 (1st Half) % Chg
Cereals 2,687 2,347 -12.7%
Dry Grocery 35,855 37,093 3.5%
Frozen Products 7,940 6,821 -14.1%
Health Care 27,090 27,680 2.2%
Household Products 25,336 23,829 -5.9%
Other Packaged Goods 2,640 1,634 -38.1%
Personal Care 37,941 35,778 -5.7%
Refrigerated Foods 13,271 11,510 -13.3%
Shelf Stable Beverages 5,980 5,352 -10.5%
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Face Value
Average Face Values increased or remained flat in all Areas except Cereal. Other Packaged Goods saw the largest increase (both actual and percent change) in Face Values, up 38.9% to $2.63. Health Care also saw a large increase, up 10.6% or +$0.23 to $2.43 which is the second highest value among these segments.

  Avg Face Value
Area 2010 (1st Half) 2011 (1st Half) % Chg
Cereals $1.02 $0.99 -3.2%
Dry Grocery $1.04 $1.11 6.5%
Frozen Products $1.00 $0.95 -5.3%
Health Care $2.19 $2.43 10.6%
Household Products $1.44 $1.45 1.1%
Other Packaged Goods $1.89 $2.63 38.9%
Personal Care $1.91 $1.90 -0.7%
Refrigerated Foods $0.79 $0.81 2.7%
Shelf Stable Beverages $1.01 $1.23 22.2%
 

Expiration Length (Fuse)
Fuse lengths decreased or remained flat in all areas except Cereals. Other Packaged Goods saw the largest decrease, down 2.4 weeks or -22.8% followed by Health Care which declined 1.2 weeks or -11.3%. Frozen Products now runs the longest Fuse at 10.6 weeks and Household Products now runs the shortest Fuse at 6.7 weeks after a decline of 0.5 weeks.

  Avg Duration
Area 2010 (1st Half) 2011 (1st Half) % Chg
Cereals 6.4 7.0 8.1%
Dry Grocery 9.3 8.8 -6.0%
Frozen Products 10.5 10.6 0.7%
Health Care 10.9 9.6 -11.3%
Household Products 7.2 6.7 -7.0%
Other Packaged Goods 10.6 8.2 -22.8%
Personal Care 7.8 7.3 -6.5%
Refrigerated Foods 9.0 9.1 1.3%
Shelf Stable Beverages 8.8 8.1 -8.2%
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Leading CPG Categories

Distribution
Top 25 growth categories based on Coupons Dropped (having at least 500MM coupons) in the first half of 2011 included, Denture Cleaners, up 190.5%, External Analgesics, up 82.4%, Combination/Cooking, up 77.0% and Pasta/Macaroni, up 68.5%. Rug/Room Deodorizers posted the largest actual increase among growth categories, up 1.0 MM Coupons Dropped verses the same period a year ago.

Top 25 Growth Categories
2011 1st Half vs. 1st Half 2010
500MM Coupons Dropped or More YTD
Coupons Dropped (MM)
Rank Category 2010 (1st Half) 2011 (1st Half) % Chg
1 Denture Cleaner 187 543 190.5%
2 External Analgesics 483 881 82.4%
3 Combination/Cooking 761 1,347 77.0%
4 Pasta/Macaroni 371 625 68.5%
5 Cookies/Ready to Eat 334 515 54.0%
6 Hair Coloring 1,728 2,572 48.9%
7 Gum 452 661 46.1%
8 Diet Aids 929 1,312 41.2%
9 Prepared Food/Refrigerated 511 713 39.6%
10 Pesticide 732 1,006 37.5%
11 Ear/Eye Care 2,091 2,811 34.4%
12 Cheese 1,096 1,427 30.2%
13 Rug/Room Deodorizer 4,227 5,253 24.3%
14 Sauce 1,801 2,209 22.7%
15 Bread Product/Shelf 420 514 22.5%
16 Anti-itch Remedies 463 554 19.7%
17 Mexican Foods 682 802 17.7%
18 Candy 1,701 1,996 17.3%
19 Cosmetics 2,394 2,792 16.6%
20 Paper Towels 1,237 1,426 15.2%
21 Shaving Cream/Razor 3,224 3,702 14.8%
22 Baked Good/Dough Refrigerated 837 955 14.1%
23 Analgesic 1,813 2,059 13.6%
24 Hand & Body 1,078 1,222 13.4%
25 Feminine Hygiene 2,268 2,543 12.2%
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Face Value
Top 25 categories posting the largest increases in Face Values were led by Denture Cleaners, up 159.8%, Toothbrush, up 78.5%, Baby Wipes, up 47.4% and Beverages, up 43.1%. Toothbrush posted the largest actual increase among growth categories, up $1.61.

Top 25 Growth Categories
2011 1st Half vs. 1st Half 2010
500MM Coupons Dropped or More YTD
Avg Face Value
Rank Category 2010 (1st Half) 2011 (1st Half) % Chg
1 Denture Cleaner $0.73 $1.90 159.8%
2 Toothbrush $2.05 $3.67 78.5%
3 Baby Wipes $0.79 $1.17 47.4%
4 Beverages $0.86 $1.24 43.1%
5 Toilet Tissue $0.88 $1.25 42.0%
6 Other Packaged Goods $1.91 $2.63 37.9%
7 Diet Aids $2.87 $3.93 36.9%
8 Hand & Body $1.14 $1.52 33.3%
9 Paper Towels $0.87 $1.14 31.8%
10 Baking Mixes $0.65 $0.85 30.4%
11 CCSA $1.96 $2.55 30.0%
12 Diapers $1.65 $2.08 26.5%
13 Juices $0.86 $1.08 25.7%
14 Bread Product/Shelf $0.75 $0.94 25.0%
15 Anti-itch Remedies $1.35 $1.63 21.2%
16 Baby Food $2.37 $2.87 20.9%
17 Sugar $1.04 $1.26 20.8%
18 Home Paper/Plastic $0.84 $1.01 19.6%
19 Milk/Milk Products $0.75 $0.89 18.8%
20 Pesticide $1.49 $1.76 18.7%
21 Incontinence $1.12 $1.30 15.5%
22 Coffee $0.99 $1.13 14.6%
23 Prepared Food/Refrigerated $0.85 $0.97 14.4%
24 Cosmetics $1.60 $1.81 13.0%
25 Dinner Mixes $0.78 $0.87 12.1%