2015 Mid-Year Free Standing Insert Distribution Trends
Section 1: FSI Industry OverviewGo 
Fast Fact Summary
 
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 2015 was flat with in Coupons Dropped and decreased 9.9% in Pages Distributed. Average Coupon Values have risen in the first half of 2015, up 6.5% to $1.80. Fuse lengths decreased 7.2% to 6.5 weeks continuing the downward trend since 2012.

  2014 1st Half Results (vs. 1st Half 2013) 2015 1st Half Results (vs. 1st Half 2014)
Measure 2014 H1 % Chg vs. 2013 H1 2015 H1 % Chg vs. 2014 H1
Coupons (MM) 158 billion 3.4% 156 billion -0.9%
Avg Face Value $1.69 4.5% $1.80 6.5%
Fuse (weeks) 7.0 -2.4% 6.5 -7.2%
 
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Section 2: Consumer Packaged Goods FSI Coupon Trends

Total (Non-Food vs. Food)

Distribution
Distribution for Total Packaged Goods decreased 0.9% in the first half of 2015. Non-Food had an increase of 4.4% which helped counter the decrease in the Food sector. Half year 2015 trends in Coupons Dropped mirror trends reported for CY 2014..

  2014 Full Year Results (vs 2013) 2015 1st Half Results (vs. 1st Half 2014)
  Coupon Distribution (MM) % Chg vs. 2013 Coupon Distribution (MM) % Chg vs. 2014 H1
Total Packaged Goods
285,799
-0.5%
156,782
-0.9%
Non-Food
191,904
4.3%
107,354
4.4%
Food
95,150
-8.4%
50,175
-10.4%
 

Face Value
Face Values increased 6.5%, or $0.11, in the first half of 2015 for Total Packaged Goods verses the same period a year ago. Non-Food was the driver behind this increase with Face Values rising 5.5% to $2.10. Food Face Values flattened in the first half of 2015 coming off of an increase in CY 2014.

  2014 Full Year Results (vs 2013) 2015 1st Half Results (vs. 1st Half 2014)
  Face Value Act $ Change % Chg vs. 2013 Face Value Act $ Change % Chg vs. 2014 H1
Total Packaged Goods
$1.74
$0.11
6.9%
$1.80
$0.11
6.5%
Non-Food
$2.04
$0.07
3.7%
$2.10
$0.11
5.5%
Food
$1.13
$0.11
10.6%
$1.14
$0.01
0.9%
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Expiration Length (Fuse)
Expiration lengths dropped in the first half of 2015, down 7.2% to 6.5 weeks for Total Packaged Goods continuing the downward trend. Non-Food drove the overall industry trend of declining Expiration Lengths while Food continued a flat trend observed at the end of 2014.

  2014 Full Year Results (vs 2013) 2015 1st Half Results (vs. 1st Half 2014)
  Fuse (weeks) % Chg vs. 2013 Fuse (weeks) % Chg vs. 2014 H1
Total Packaged Goods
6.7
-3.1%
6.5
-7.2%
Non-Food
5.9
-3.8%
5.6
-10.2%
Food
8.3
0.2%
8.2
-0.2%
 

Major Segments

Distribution
Four Areas increased Coupons Dropped in H1 2015 with the largest increase coming from Health Care followed by Household Products. All Food Areas decreased Coupons Dropped with the largest actual decline in Shelf Stable Beverages.

  Coupons Dropped (MM)
Area 2014 H1 2015 H1 % Chg
Cereals
1,739
1,312
-24.6%
Dry Grocery
32,307
30,541
-5.5%
Frozen Products
6,670
5,452
-18.3%
Health Care
31,399
33,846
7.8%
Household Products
19,344
20,725
7.1%
Other Packaged Goods
3,684
3,784
2.7%
Personal Care
49,433
50,074
1.3%
Refrigerated Foods
8,184
7,620
-6.9%
Shelf Stable Beverages
8,297
6,350
-23.5%
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Face Value
Four of the nine Areas increased Face Value with the largest actual increase in Health Care in Non-Food and Dry Grocery in Food. Other Packaged Goods had the largest decline in Face Values followed by Shelf Stable Beverages.

  Avg Face Value
Area 2014 H1 2015 H1 % Chg
Cereals
$0.94
$0.92
-2.0%
Dry Grocery
$1.09
$1.17
6.8%
Frozen Products
$1.01
$1.05
4.3%
Health Care
$2.48
$2.71
9.4%
Household Products
$1.25
$1.20
-4.6%
Other Packaged Goods
$2.09
$1.84
-11.9%
Personal Care
$1.96
$2.08
6.2%
Refrigerated Foods
$0.87
$0.86
-1.0%
Shelf Stable Beverages
$1.67
$1.48
-11.2%
 

Expiration Length (Fuse)
Expiration lengths decreased in six out of the nine areas. Health Care had the largest decline in Expiration Lengths, down 13.9% to 6.2 weeks. Personal Care ran the shortest Expiration Length at 5.1 weeks while Dry Grocery ran the longest at 8.5 weeks.

  Avg Duration
Area 2014 H1 2015 H1 % Chg
Cereals
6.3
6.4
1.7%
Dry Grocery
8.4
8.5
0.6%
Frozen Products
8.8
8.4
-4.7%
Health Care
7.2
6.2
-13.9%
Household Products
6.1
5.7
-6.5%
Other Packaged Goods
7.2
7.2
-0.6%
Personal Care
5.6
5.1
-9.8%
Refrigerated Foods
7.8
7.6
-3.5%
Shelf Stable Beverages
7.9
8.0
1.4%
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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 2015 included Incontinence, which more than doubled activity, Hair Coloring and Baked Good/Shelf. CCSA was the most active category to fall in the top 25 with an increase to 7.3 billion Coupons Dropped and Hair Coloring had the largest actual increase in the top 25, up 2.1 billion.

Top 25 Growth Categories
2015 1st Half vs. 1st Half 2014
500MM Coupons Dropped or More YTD
Coupons Dropped (MM)
Rank Category 2014 H1 2015 H1 % Chg
1
Incontinence
967
2,047
111.6%
2
Hair Coloring
2,739
4,924
79.8%
3
Baked Good/Shelf
325
533
63.9%
4
Facial Tissue
473
647
36.9%
5
Crackers
444
598
34.8%
6
Suncare
879
1,185
34.8%
7
Fruit/Shelf
780
1,046
34.1%
8
Gum
376
503
33.6%
9
Analgesic
2,637
3,513
33.2%
10
Adult Gas
538
682
26.8%
11
Laxative
1,224
1,543
26.1%
12
Laundry Detergent
3,545
4,390
23.8%
13
External Analgesics
748
919
22.9%
14
Cheese
773
948
22.7%
15
Toilet Tissue
1,855
2,227
20.0%
16
Fabric Softener
2,082
2,497
19.9%
17
Condiments/Prepared
957
1,146
19.7%
18
CCSA
6,404
7,387
15.3%
19
Rug/Room Deodorizer
3,298
3,796
15.1%
20
Ear/Eye Care
3,372
3,808
12.9%
21
Diapers
1,400
1,577
12.6%
22
Household Cleaning Products
5,256
5,884
11.9%
23
Snacks
4,336
4,838
11.6%
24
Home Paper/Plastic
1,767
1,961
11.0%
25
Laundry Treatment
2,379
2,635
10.7%
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Face Value
Within the top 25 growth categories in Face Values, 19 are Non-Food categories. Ten of the top 25 growth categories in Coupons Dropped were also in the top 25 growth categories in Face Value including Analgesic, Baked Good/Shelf, CCSA, Diapers, Ear/Eye Care, External Analgesics, Fruit/Shelf, Laundry Treatment, Rug/Room Deodorizer and Suncare.

Top 25 Growth Categories
2015 1st Half vs. 1st Half 2014
500MM Coupons Dropped or More YTD
Avg Face Value
Rank Category 2014 H1 2015 H1 % Chg
1
Acne Remedies
$1.55
$2.48
60.4%
2
First Aid
$1.36
$1.88
38.0%
3
Pet Food & Treats
$1.59
$2.19
37.6%
4
Sleep Aids
$1.43
$1.93
34.5%
5
Diapers
$1.54
$2.05
32.9%
6
External Analgesics
$1.62
$2.05
26.3%
7
Combination/Personal
$1.91
$2.38
24.4%
8
Toothpaste
$1.06
$1.30
22.7%
9
Ear/Eye Care
$2.51
$3.02
20.3%
10
Laundry Treatment
$1.13
$1.35
20.2%
11
Hand & Body
$1.50
$1.73
15.4%
12
Meat/Frozen
$0.96
$1.10
15.0%
13
Analgesic
$1.71
$1.94
13.9%
14
Vitamins
$2.53
$2.83
12.1%
15
AP/Deodorant
$1.72
$1.91
11.4%
16
Suncare
$1.70
$1.89
11.0%
17
Prepared Food/Shelf
$0.79
$0.88
10.9%
18
Rug/Room Deodorizer
$1.41
$1.55
10.0%
19
Mouthwash
$1.16
$1.27
9.7%
20
Fruit/Shelf
$0.73
$0.79
8.8%
21
Bar/Liquid Soap
$1.25
$1.36
8.8%
22
Baked Good/Shelf
$0.79
$0.86
8.7%
23
Anti-itch Remedies
$1.39
$1.50
7.9%
24
Sauce
$0.78
$0.83
6.8%
25
CCSA
$3.22
$3.43
6.7%