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IntegratedPrintandDigitalPromotion
2022TrendsandInsights
CONTENTS
?ThePromotionLandscape
?2022Highlights
?Seasonality
?PromotionTactics
?What’sNext?
MEDIACOVERAGE
FSICoupons
+
Digital
LeadingNetwork,Aggregator,
BrandandRetailerwebsites,
representing95%oftrafficto
websitesthatdistribute
coupons*
Metrics
PrintCouponsDropped
Thenumberofcouponsona
promotionmultipliedbythecirculationofthatpromotion.NottobeconfusedwithPageCirculation.
Organization
Class
WereportattheTotalConsumerPackagedGoodslevelaswellasFoodandNon-Food.
DigitalEstimatedPrints
Estimated#ofprints(whetherprintathome,loadtoaccountordigital
rebate)thatoccurredwhileacouponwascapturedonline.
Area
WereportnineCPGareaswhich
includeCereals,DryGrocery,
FrozenFoods,RefrigeratedFoods,ShelfStableBeverages,Personal
Care,HealthCare,Household
GoodsandOtherPackagedGoods.
WeightedAverageFaceValue
Theresultofcombiningandweighting
thecariouscouponfacevalues
amongacategoryorsetofevents
andtheirrespectivecoupon
circulations.
ProductType
Welookatanadditional150
producttypestosupportcategory-
specificinsightswithinourdata.
Note:Digitaldataissampleandexcludespropertieswithoutcomparableyear-over-yearcollectionfromDigitalinPromotionTrendsanalysis.
ThePromotion
Landscape
ThePromotionLandscape
WeeklyHouseholds
55million
DIGITAL
8.2million
MonthlyVisitors
CouponsDistributed
125billion
10.7billion
Coupons“Clipped”
IncentivesOffered
$350billion
$19.7billion
Incentives“Clipped”
PagesDistributed52billion730millionPagesViewed
2022
Highlights
PRINTHIGHLIGHTS
PrintPromotionActivity
(2021vs.2022inMM)
158.7
125.3
2021
2022
PrintPromotionActivity
CouponsDropped(2022inMM)
12.1%
87.9%
FoodNon-Food
PrintWAFVFoodvs.Non-Food
$2.95
$2.78
$1.52$1.54
20212022
FoodNon-Food
?In2022,Printpromotionactivitydecreased-21%to125Bcouponsdropped
?
ThedecreasewasdrivenbyFoodareaswherecoupons
droppeddecreasedacombined-40%vs.2021
?
165uniquemanufacturersparticipatedinFSIcouponing
in2022
?Non-FoodbecameanevenmoredominantforceinPrintcouponing,accountingfor88%oftotalcouponsdropped
?
ThehighestcouponingsegmentswereHealthCarewith
48Bcouponsdroppedin2022andPersonalCarewith47B
?AverageNon-Foodincentivesincreased$0.17to$2.95whileFoodincentivesremainedflat
?
ThelargestfacevalueincreaseswereseeninHealthCare(+$0.21)andPersonalCare(+$0.17)
digitalHIGHLIGHTS
DigitalEstimatedPrints
(2021vs.2022inMM)
10.7
10.7
2022
2021
?In2022,Digitalpromotionactivityremainedflatat10.7Bestimatedprints
?
Non-Foodareasshowedsubstantialgrowthwithacombinedincreaseof+11%vs.2021
?
2,838uniquemanufacturersparticipatedinDigital
couponingin2022
DigitalPromotionActivity
EstimatedPrints/Clips(2022inMM)
44.1%
55.9%
FoodNon-Food
?FoodandNon-Foodmovedclosertoa50/50splitwithFoodmaintainingaslightedgeat56%oftotalestimatedprints
?
HouseholdProductsandHealthCarewerethefastest
growingsegmentsincreasing+20%and+19%vs.2021
WAFVFoodvs.Non-Food
(2021vs.2022)
$2.35
$2.21
$1.48$1.54
20212022
FoodNon-Food
?AverageFoodincentivesincreased$0.06to$1.54whileNon-Foodincentivesdecreased-$0.14to$2.21
?
ThelargestincreaseswereseeninShelfStable
Beverages(+$0.22)andPersonalCare(+$0.14)
DRYGROCERY
REFRIGERATEDFOODS
HEALTHCARE
OTHERPACKAGEDGOODS
REFRIGERATEDFOODS
CEREALS
HEALTHCARE
OTHERPACKAGEDGOODS
TOPareas
SHELFSTABLEBEVERAGES
CEREALSHOUSEHOLDPRODUCTS
PERSONALCARE
FROZENPRODUCTS
?PrintcouponactivitycenteredprimarilyaroundHealthCareandPersonalCarewiththesetwoareasaccountingfor74%ofcouponsdroppedin2022
?CCSA(Cold,Cough,Sinus&Allergy),Combination/PersonalandVitaminswerethetopProductTypesinPrintand9oftheTop10ProductTypesfellundertheumbrellaofeitherHealthCareorPersonalCare
?PharmaceuticalshadthehighestWAFVinPrintat$9.01,followedbyPesticideat$5.55andCCSAat$4.84
PERSONALCARE
SHELFSTABLEBEVERAGES
HOUSEHOLDPRODUCTS
DRYGROCERY
FROZENPRODUCTS
?WhileCPGactivitywasmoreevenlyspreadacrossallareasinDigital,DryGrocerycontinuedtohavethehighestestimatedprintsin2022
?LaundryDetergent,SnacksandAlcoholicBeverageswerethetopProductTypesinDigitalwithDryGrocery,HouseholdProducts,PersonalCare,Shelf-Stable
BeveragesandCerealsallrepresentedamongtheTop10ProductTypes
?PharmaceuticalsalsohadthehighestWAFVinDigitalat$5.97,followedbyHairOtherat$5.26andOtherPackagedGoodsat$4.56
DigitalRetailerEst.Prints
TopRetailers
PrintRetailerPages
1.Kroger
2.Meijer^
3.Publix^
4.Fry’s^
5.Walgreens^
1.DollarGeneral
2.FamilyDollar
3.Target^
4.Walgreens
5.Walmart
?Wecaptured5.3BRetailerFSIpagesin2022accountingfor20%ofallpagesdistributed
?TheValuechannelcontinuedtodominateRetailerFSIswithDollarGeneralandFamilyDollareachcirculating2Bpages
?Targetmovedupintothe3rdspotthisyearwithWalgreensandWalmartroundingouttheTop5
?Retailerpropertiesaccountedfor88%ofDigitalestimatedprintscapturedin2022
?4oftheTop5Digitalretailersshowedyearoveryearincreasesinestimatedprints
?Publix,Fry’sandWalgreensenteredtheTop5,
whileHEB,Jewel-OscoandBJ’sexitedtheTop5
^IndicatesayearoveryearincreaseinRetailerrank.TopPrintRetailersbasedonPagesCirculated,TopDigitalRetailersbasedonEstimatedPrints.
Note:Whilegeneratedthe2ndhighestestimatedprintsin2022,itisclassifiedasaNetworkpropertywithcollectionoccurringacrossallavailableretailers.
Seasonality
Seasonality
Holidays
UpticksinFoodcouponingwereseenbeforetheholidaysinbothPrintandDigital:
Valentine’sDay,CincodeMayo,4thofJuly,ThanksgivingandChristmas(Digitalonly)
InPrint,promotionactivitywasstrongestinJanuaryandgraduallydecreasedoverthecourseoftheyear.Couponsdroppedtendedtobehighestduringthe
firstandlastweeksofthemonthwiththebiggestdropweeksoccurringonJanuary2ndandMay1st.
Highestvolume:January
Lowestvolume:December
InDigital,promotionactivityrosetoapeakinJulyandslowlycooledthroughtheendoftheyear.
EstimatedprintsweresomewhatdistributedevenlythroughoutthemonthwiththebiggestdropweeksoccurringonJuly31standSeptember11th.
Highestvolume:July
Lowestvolume:December
NoFSIcouponswererunonApril17th,September14th,December18thtoDecember25th.
JanFebMarAprMayJunJulAugSepOctNovDec
JanFebMarAprMayJunJulAugSepOctNovDec
FoodNon-Food
Promotion
Tactics
MEDIACOVERAGE
DigitalRebates
1.2Bestimatedprintsaveraging$1.92
DigitalRebatesoffercashorpointincentivesthatcanbe
redeemedpost-purchase.
?PromotionactivityforDigitalRebatesincreased11%to1.2Bestimatedprintsin2022drivenbybothFoodandNon-Food
?DigitalRebatesskewedmoreheavilytowardFoodwhichaccountedfor63%oftotalestimatedprints
?WhileDryGrocerywasthetopareaforDigital
Rebates,HouseholdProductswasthefastestgrowing
–up+94%vs.2021
?7of9areasincreasedWAFVsinDigitalRebatesin2022
bogo
1,879promotioneventsaveraging$4.40
BOGOcouponsare‘BuyOne,GetOne'offers–
requiringconsumerstomakeaspecificpurchaseinordertoreceiveafreeproduct(s).
DryGroceryaccountedfor808BOGOevents,whileHealthCareofferedthehighestWAFVat$8.85.
FreeProduct
317promotioneventsaveraging$3.28
FreeProductcouponsofferaproduct(s)atnocosttotheconsumer.
DryGrocerywasthetopareaforFreeProduct
eventsat118events
PercentOff
11,936promotioneventsaveraging19%off
PercentOffcouponsofferdiscountsasa
percentageofthepurchasepriceratherthana
specificdollaramount.
PersonalCare,DryGroceryandHealthCarewere
thetopthreeareasforPercentOffcoupons.
FeaturePrice
12,757promotioneventsaveraging$5.98
DigitalFeaturePriceoffersappearonlyonretailer
websitesandfeatureasaleordiscountedprice
pointratherthanaredeemablecoupon.
83%ofallFeaturePricecouponswereinFood
Note:Digitaldataissampleandexcludespropertieswithoutcomparableyear-over-yearcollectionfromDigitalinPromotionTrendsanalysis.
NewProductActivity
1,823
Numberofnewproductsin2022
95%
PercentageofnewproductsfirstseeninDigital
68%
Percentageofnew
productsinFood
Top5NewProductAreasin2022
573
DryGrocery
291
PersonalCare
235
Shelf-StableBeverages
174
RefrigeratedFoods
142
FrozenProducts
Snap–Send-Reward
Rebate/rewardprogramsofferingshoppers
cashback,pointsandgiftcardssaw
increasingpopularityforCPGslookingto
drivebrandloyaltyalongsideprintcoupons
in2022.
ThesedealswereoftenpairedwithQR
codesorredeemableviatextmessage
makingtheredemptionprocessquicker
andeasierthantraditionalmail-inrebates.
CreativeMessaging
FSIcreativesserveasanaddedlayerof
brandmarketingalongsideCPG
coupons–helpingshopperschoose
productsthatalignwiththeirvalues.
In2022,CPGsutilizedthisspaceto
promotepositivemessagesofinclusion
anddiversityandintroduce
environmentalinitiativesfromplanting
treesandbeeconservancytoreducing
plasticwaste.
2023ExpandedDigitalFootprint
FetchRewardsandShopmium
AVAILABLENOW
What’s
Next?
LOOKINGFORWARD
In2022,theUSConsumerPriceIndexrose6.5%*indicatingthatonaverageconsumerspaidmoreforgoodsandservicesthantheydidin2021.Aspricesincrease,shopperbasketsshrink,andCPGbrandsruntheriskofbeingdroppedalongthepathtopurchase.Strategicpromotionplanningcanaddthevaluenecessarytoensuretheirproductsmakeittotheregister.
InPrint,anincreasinglypopularapproachtoincentivizeshoppersutilizesthecreativespacetocommunicate
additionalsavingsandreinforcebrandlo
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