整合印刷和数字推广报告（英文版）-Trends_and_Insights_22页_2mb

报告摘要

VIVIX Integrated Print and Digital Promotion Summary

Core Content Overview

VIVIX provides insights into the print and digital promotion landscape in the CPG (Consumer Packaged Goods) industry, highlighting key trends, metrics, and strategies used by manufacturers and retailers in 2022. The report includes data on coupon distribution, estimated prints, weighted average face values (WAFV), top areas and product types, seasonal patterns, and future outlooks for 2023.

Main Highlights

Print Promotion Activity

In 2022, print promotion activity decreased by -21% to 125 billion coupons dropped, with the largest decline in Food areas (-40%).
Non-Food became the dominant category in print couponing, accounting for 88% of total coupons dropped.
Health Care and Personal Care were the top areas, with 48B and 47B coupons dropped respectively.
WAFV for Non-Food increased to $2.95 (up $0.17), while Food incentives remained flat at $1.54.
Pharmaceuticals had the highest WAFV in print at $9.01, followed by Pesticide at $5.55 and CCSA at $4.84.

Digital Promotion Activity

Digital promotion activity remained flat at 10.7B estimated prints in 2022.
Non-Food areas showed a +11% increase in estimated prints compared to 2021.
Food maintained a slight edge over Non-Food in digital estimated prints, with 56% of total prints.
Household Products and Health Care were the fastest-growing segments in digital, increasing by +20% and +19% respectively.
Pharmaceuticals had the highest WAFV in digital at $5.97, followed by Hair Other at $5.26 and Other Packaged Goods at $4.56.

Top Retailers

Print Retailer Pages:
- Top 5: Dollar General, Family Dollar, Target, Walgreens, Walmart
- Total FSI pages captured: 5.3B, accounting for 20% of all pages distributed.
- Value channel (Dollar General and Family Dollar) dominated print couponing.
Digital Retailer Estimated Prints:
- Top 5: Kroger, Meijer, Publix, Fry's, Walgreens
- Retailer properties accounted for 88% of digital estimated prints.
- 4 of the Top 5 digital retailers showed year-over-year growth in estimated prints.

Seasonality

Print: Promotion activity was strongest in January, with a gradual decline throughout the year. Highest coupon drops occurred in the first and last weeks of the month.
Digital: Promotion activity peaked in July, then slowly declined. Estimated prints were somewhat evenly distributed, with the largest drops on July 31st and September 11th.

Holiday Trends

Food couponing increased before major holidays such as Valentine's Day, Cinco de Mayo, 4th of July, Thanksgiving, and Christmas (only digital).

Promotion Tactics

Digital Rebates

1.2B estimated prints averaging $1.92, up 11% from 2021.
Food accounted for 63% of total prints, while Household Products showed the fastest growth (+94%).
7 out of 9 categories saw increased WAFV in digital rebates.

BOGO (Buy One, Get One)

1,879 promotion events, averaging $4.40.
Dry Grocery had the most BOGO events (808), while Health Care had the highest WAFV at $8.85.

Free Product

317 promotion events, averaging $3.28.
Dry Grocery was the top area for free product events with 118 events.

Percent Off

11,936 promotion events, averaging 19% off.
Personal Care, Dry Grocery, and Health Care were the top three areas for percent off coupons.

Feature Price

12,757 promotion events, averaging $5.98.
83% of all feature price coupons were in Food.

New Product Activity

1,823 new products launched in 2022.
95% of these were first seen in digital.
68% of new products were in Food.
Top 5 new product areas included Dry Grocery, Personal Care, Health Care, Household Goods, and Cereals.

Creative Messaging

CPGs used creative messaging to promote inclusion, diversity, and environmental initiatives.
Messages included tree planting, bee conservation, and plastic reduction.
These messages helped reinforce brand loyalty and align with shopper values.

Future Outlook

2023 Expanded Digital Footprint

Fetch Rewards and Shopmium are now available, expanding digital promotion capabilities.
These platforms offer cash back, points, and gift cards, enhancing shopper engagement and loyalty.

Tactics for 2023

Print: Use QR codes and creative messaging to communicate savings and reinforce brand loyalty.
Digital: Maintain a strong presence in Food, while keeping an eye on Non-Food growth and new product trends.
Strategic planning is essential to counter competition and ensure products reach the register in a rising cost environment.

Key Takeaways

Print and digital promotion activity in 2022 showed declining trends in Food, with Non-Food growing significantly.
Digital Rebates and Feature Price promotions dominated the digital landscape.
QR codes and creative messaging are key tools in print promotions.
New products are increasingly introduced via digital channels.
Seasonality and holiday promotions are important for driving coupon usage.
VIVIX recommends monitoring competition and adapting strategies to stay ahead in the evolving promotion environment.