Kantar Media Reports Dollar Value of Free Standing Inserts (FSI) Offered In 2014 INCREASED 6.4% TO $496 BILLION

Number of Retailer Promotion Pages distributed within FSIs increased for the eighth consecutive year to more than 25 billion pages


MINNEAPOLIS, MN January 8, 2015
– Consumers were offered more than $496 billion dollars in consumer incentives through Free Standing Inserts (FSI) in 2014, an increase of 6.4 percent compared to last year, according to Kantar Media. The increase was driven by the 7.0 percent increase in FSI Average Face Values.

Consumers 2014 vs 2013

Consumer Packaged Goods (CPG) products accounted for the great majority of FSI pages distributed with a 76.6 percent share of total FSI pages and more than 155 billion pages distributed. Of those CPG pages, retailer promotions represented 16.5 percent of pages distributed. This is almost double the 8.3 percent share of pages retailer promotions held in 2010. Additionally, more manufacturers are being featured in Retailer Promotion within FSIs with an increase of 108 in 2014 to 447.

CPG 2014 vs 2013

“Retailer pages increased for the eighth consecutive year, helping traditional brick-and-mortar retailers to engage shoppers while they are planning their shopping trips to a physical store instead of an online retailer. These brick-and-mortar retailers are taking advantage of the broad scale of consumers reached through the FSI with more than 70 million households touched on a specific Sunday,” said David Hamric, General Manager, Kantar Media Marx.

Top Retailers Driving Increase in Pages Circulated

Eight of the top ten retailers increased FSI Pages Circulated in 2014. The top ten represented 85.5 percent share of the total retail promotion pages distributed. Walmart retained the top spot with a 15.3 percent increase to 8.7 billion pages. Target continued to hold the second spot despite an 11.1 percent decrease to 4.2 billion pages and Walgreens maintained the third spot with a 1.8 percent decrease to 3.6 billion pages. Safeway had the largest change in rank within the top 10 having dropped two spots from 5 to 7. BJ’s is new to the top 10 in 2014.

“BJ’s move into the top ten signals the importance of membership-based shopping. As more households look for savings through various channels, the club stores are an example of the changing habits of today’s shopper,” said Hamric.

Stores FSI percentage

Activity Continues to Shift from Food to Non-Food within FSI

Non-Food categories distributed more than 191 billion coupons, up 4.3 percent versus a year ago, driven by the 16.1 percent increase in Health Care and 3.4 percent increase in Personal Care areas. Food categories distributed more than 95 billion coupons, an 8.4 percent decrease from last year, led by the 22.8 percent decline for the Refrigerated Foods area. Non-Food categories increased the overall share of Coupons Dropped from 59 percent in 2010 to 67 percent in 2014.

Manufacturers are increasing the value of the offers being delivered to consumers in both the Non-Food and Food segment. Weighted Average Face Value (WAFV) for Non-Food increased 3.7 percent to $2.04 which is the first recorded WAFV over $2.00 in Kantar Media’s recorded history. WAFV for Food also increased 10.6 percent to $1.13 which is the first increase in WAFV for Food products since 2011 and a jump of $0.13 over 2010 WAFV.

“The increase in FSI coupon activity for Non-Food categories represents an opportunity for traditional brick-and-mortar retailers to increase their share of shoppers, trips, and sales versus online retail competitors. As online retailers seek to engage shoppers through subscription-based replenishment and convenient home delivery options across key Non-Food segments like Personal Care, Health Care, Household Cleaning, and Paper Products, brick-and-mortar retailers can take advantage of the billions of dollars of purchase incentives being distributed by leading brands in these categories. This will help them attract shoppers and increase sales by enabling promotion-responsive shoppers to easily redeem FSI coupons in their stores,” said Lisa Ekstedt, Director of Custom Solutions, Kantar Media Marx.

FSI Coupon Non-Food 2014 vs 2013 


Copies of the comprehensive 12th annual FSI Distribution Trends Book will be available by request through the Kantar Media website by clicking here.

About Kantar Media

Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behavior and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.
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