Kantar Media Reports FSI Coupon Activity Increased 7.2 Percent in 2010
In 2010, Non-Food categories distributed more than 173.4 billion coupons, up 8.1 percent versus a year ago, driven by the 11.8 percent increase within the Household Products area. Food categories distributed 118.7 billion coupons, representing an increase of 6.0 percent, led by the 3.3 percent increase for the Dry Grocery area. Eight of the nine areas defined by Kantar Media reported increases in Coupons Dropped during this period with Other Packaged Goods being the only area with a decrease in 2010 versus 2009.
Additionally, manufacturers are increasing the value of the offers being delivered to consumers in both the Non-Food and Food segments. Weighted Average Face Value (WAFV) for Non-Food increased 11.7 percent to $1.93 and was combined with a 0.1 point increase in Multiple Purchase Requirements (MPR) resulting in Weighted Average Face Value Per Unit (WAFVPU) increasing 10.4 percent to $1.70. Similarly, WAFV for Food increased 1.9 percent to $0.99 and was combined with a 1.5 point increase in MPR resulting in WAFVPU increasing 0.7 percent to $0.74. These changes appear to be a response to economic pressures to increase the perceived consumer value of each offer relative to retail price.
Top FSI Product Types in 2010 (by Coupons Dropped*)
The top 10 product types based on Coupons Dropped accounted for 35.7 percent of all FSI coupon activity during 2010. Pet Food & Treats ranked first and increased 13.6 percent to distribute more than 14.9 billion coupons. Combination/Personal products (comprised of Personal Care brands which are promoted across multiple individual Personal Care categories) dropped to second place with a 13.7 percent increase to 14.8 billion coupons.
The 8th annual FSI Distribution Trends Report is issued by Kantar Media’s Marx solution. Copies of the comprehensive Marx FSI Distribution Trends Report are available by request through the Kantar Media website at: www.kantarmediana.com/marx.
About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.KantarMediaNA.com
Source: Company press release.