Embed Size (px)
Citation preview
Halloween Promotional ReflectionsNovember, 2011
Topics Covered
• Retail Ad Support Across Candy Segments
• Top Promoted Candy Manufacturers
• Top Retailers Promoting Candy, Halloween Decorations, and Halloween Costumes & Make-up
• Candy FSI Promotions
• Candy Promotions on Retailer Websites
Walmart & Target
Last year we saw Target advertising a one-cent price advantage over Walmart on
the front cover.
This year Target advertised the same price point and Walmart has a one-cent
advantage.
“Halloween Week” 2011 “Halloween Week” 2011
“Halloween Week” 2010 “Halloween Week” 2010
CVS beats the big box stores on price by using
their Extrabucks promotions for
2011.
“Halloween Week” 2011 “Halloween Week” 2010
“Halloween Week” 2011
“Halloween Week” 2010
Walgreens competes with
the big box stores on price by using
coupon & B1G50% off for
2011.
For “Halloween Week” 2010 Kroger, Safeway, and Albertson’s did not make Halloween a front-page priority.
For “Halloween Week” 2011 Kroger and Albertson’s did
not make Halloween a front-page priority,
however, Safeway did include Halloween candy on the front
page.
Source: ECRM, October 2011
Retail Ad Support Across Candy Segments
Candy-Chocolate&Assorted
Candy-Seasonal/Holiday
Gum&Mints
77.0%
17.2%
5.9%
73.1%
19.7%
7.2%
Share of Total Candy Ads
2010 2011
Source: ECRM, October 2011
Share of Total Candy Feature Ads
Manufacturers Oct – 2010 Oct – 2011
Share Point Change
1 The Hershey Company 24.8% 26.9% +2.1 pts
2 Mars Chocolate 16.0% 18.4% +2.4 pts
3 Nestle S.A. 14.1% 12.0% -2.1 pts
4 Wrigley Jr Company 5.2% 5.7% +0.5 pts
5 Tootsie Roll Industries 6.6% 5.1% +1.4 pts
6 All Other Candy 33.2% 32.0% -1.2 pts
• The top 2 manufacturers represent 45% of ad support up from 41% in October 2010.
Candy Features by Channel
Drug
Grocery
Mass
4.2%
1.0%
0.7%
4.0%
1.1%
0.8%
Candy’s Share of Total Store Ad Blocks2010 2011
Source: ECRM, October 2011
# 8 Advertised Category in the Drug Channel
# 28 Advertised Category in the Grocery Channel
# 36 Advertised Category in the Mass Channel
Reads: Candy represents 4.2% of total circular ads in the drug channel.
Top Retailers Promoting Candy
Shoppers Drug Mart
Rite Aid
CVS
Walgreens
Jewel-Osco
Kinney Drugs
Copps
Bartell Drug
Farm Fresh
Owen's Market
73.7
56.1
51.6
42.3
35.8
35.8
32.4
32.1
26.6
25.9
59.4
40.3
37.3
38.4
31.4
40.2
21.6
34.9
26.1
19.2
Total Candy Ad Blocks
20102011
Source: ECRM, October 2011
Top Retailers Promoting Costumes & Make-up
Source: ECRM, October, 2011
Meijer
Copps
Walgreens
Shoppers Drug Mart
Rite Aid
Kmart
Bartell Drug
Smith's Marketplace
Fred Meyer Stores
Kinney Drugs
6.5
5.0
5.0
3.0
2.5
2.0
1.8
1.1
1.0
1.0
Total Costume & Make-up Ad Blocks
Fred Meyer9/28/2011
Top Retailers Promoting Halloween Decorations
Source: ECRM, October, 2011
Stop & Shop
Giant Food Landover
Giant Food Carlisle
Fred Meyer Stores
CVS
Target Stores
Kmart
ShopRite
Fry's Food & Drug Stores
Meijer
11.5
10.3
8.0
3.0
3.0
3.0
3.0
2.0
2.0
1.5
Total Indoor/Outdoor Halloween Decorations Ad Blocks
Giant Food Landover8/14/2011
Top Manufacturers Utilizing FSI Promotions
Source: ECRM, October, 2011
Nestle S.A.
Perfetti Van Melle USA, Inc.
The Hershey Company
Storck USA, L.P.
Wrigley Jr Company
Mars Chocolate North America, LLC
Ferrero U.S.A., Inc.
3
3
1
1
1
1
1
Total FSI Ad Blocks*
* Chicago Market
Top Candy-Makers Featured in Retail Web Promotions
Source: ECRM, October, 2011
Nestle S.A.
Wrigley Jr Company
HARIBO
Mars Chocolate North America, LLC
The Hershey Company
Roche Bros Private Brand
Ghirardelli Chocolate Co.
41.1%
13.8%
13.1%
6.9%
5.3%
2.2%
2.2%
Share of Total Web Promotion Ad Blocks
Walgreens Web Promo 10/10/2011
Top Retailers Utilizing Web Promotions
Source: ECRM, October, 2011
Walgreens
Target Stores
Loblaws
Homeland
Hy-Vee Food Stores
Fred Meyer Stores
Shoppers Food & Pharmacy
Foods Co.
Gerbes
Adams Super Food Stores
51
45
23
14
13
12
12
12
12
12
Total Candy Web Promotion Ad Blocks
Walgreens & Target seem to have embraced the idea of candy web
promotions more than other retailers.
Walgreens Web Promo10/10/2011
Interesting Halloween Facts• 41 million - The estimated number of potential trick-or-treaters in 2010 — children age 5 to
14 — across the United States. Of course, many other children — older than 14 and younger than 5 — also go trick-or-treating. Source: U.S. Census Bureau
• 92% - Percentage of households with residents who consider their neighborhood safe. In addition, 78 percent said there was no place within a mile of their homes where they would be afraid to walk alone at night. Source: U.S. Census Bureau
• 1,177 - Number of U.S. manufacturing establishments that produced chocolate and cocoa products in 2009, employing 34,252 people. California led the nation in the number of chocolate and cocoa manufacturing establishments, with 135, followed by Pennsylvania, with 111. Source: U.S. Census Bureau
• 409 - Number of U.S. establishments that manufactured nonchocolate confectionary products in 2009. These establishments employed 16,974 people. California led the nation in this category, with 45 establishments. Source: U.S. Census Bureau
• 24.7 pounds - Per capita consumption of candy by Americans in 2010. Source: U.S. Census Bureau
• 1,719 - Number of costume rental and formal wear establishments across the nation in 2009. Source: U.S. Census Bureau
• 1.1 billion pounds - Pumpkin production by major pumpkin-producing states in 2010. Illinois produced an estimated 427 million pounds of the vined orange gourd. California, New York and Ohio were also major pumpkin-producing states, each with an estimate of more than 100 million pounds. Source: USDA National Agricultural Statistics Service
Methodology
• Retail ad support measured by number of ad blocks in retailer print circulars. • Ad counts include branded & private label products, but not unbranded.• Ad Circular Data Includes U.S. & Canadian Retailers
ECRM’s MarketGate Ad ComparisonsWeb Site: www.AdCompare.MarketGate.comStudies on Retail Promotions: www.PromotionalReflections.com
Contacts:Scott Whalley 847-482-1793 [email protected] Pirovano 440-528-0418 [email protected] Marshall 440-498-0500 [email protected]
