整合印刷和数字推广报告

IntegratedPrintandDigitalPromotion

2022TrendsandInsights

CONTENTS

•ThePromotionLandscape

•2022Highlights

•Seasonality

•PromotionTactics

•What’sNext?

MEDIACOVERAGE

pRINT

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

PRINT

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