Kantar Media Reports FSI Coupon Activity Increased 7.2 Percent in 2010
Retailer promotion pages increased 46.4 percent to more than 13.3 billion pages in 2010. Dollar General took the top spot from Target with a 162.9 percent increase to 2.3 billion pages. Target dropped to second despite a 22.5 percent increase to 2.2 billion pages. Wal-Mart had the largest jump within the top 10, moving up from 16 to seventh in 2010 with a 254.2 percent increase. These trends reflect the overall growth of retailer promotion within traditional FSI vehicles to drive shopping trips, transaction size, and overall profits across channels and retail formats.
Top Categories for New Product Activity
During 2010, there were 344 new products that delivered FSI coupons across 709 event dates as part of their introduction, averaging 2.1 event dates per new product. This activity is down from 388 new products, 788 event dates, and 2.0 event dates per new product during 2009. Despite being allowed to use FSI coupons to promote in only a limited number of markets, Alcoholic Beverages had the greatest number of new products with 32 in 2010. Snacks followed with 21 new products and Milk/Milk Products was third with 14 new products.
CPG Non-Food vs. Food