Source: Kantar Media
Notes: The number of free standing insert (FSI) coupons distributed in 2015 remained relatively steady (+0.2%) at 286 billion despite an 8.1% decline in total pages distributed (to 186 billion), per new Kantar Media data. A 3.6% increase in the average face value of the coupons distributed led to a 3.7% overall rise in the dollars circulated, which equaled $515 billion.
The report notes that CPG coupons continued to shift from food to non-food categories, with the latter now comprising 69% of coupons dropped, up 2% points from 2014.
Meanwhile, the top 10 retailers accounted for 80.8% of retail promotion pages distributed, though 6 of these 10 had large declines. Walmart remained the top distributor with 5.8 billion pages, but saw a marked drop of 33.4%. Target, in second place with 3.1 billion pages, decreased by 25.2%, and Walgreens, in third, dropped its distributions by 38.4% to 22.2 billion pages.
Of the retailers in the top 10 increasing the number of pages circulated, Dollar General (#4) had the largest increase, of 26.1%, followed by CVS Pharmacy (#6), with a 23.7% increase.
