Food and CPG Marketers Increasing Support for Weekly Ad Circulars

Whether they’re online or on paper, shoppers faithfully check weekly circulars for specials at the supermarket. Even as we emerge from recession, consumers are continuing to buy private label products. To boost sales of branded products, marketers are increasing their use of traditional ad circulars.

Researchers at Supermarket Guru recently reviewed the Efficient Collaborative Retail Marketing numbers published in the Top Brands Promoted in Retailer Ad Circulars in 2011 report. Top level data shows that CPG and food marketers, with their retail partners, spent 5.49% more than the previous year on printed circulars. While it may seem to many consumers and industry watchers that food marketers are heavily marketing private label products, they only comprised 18.3% of circular funding from last year, a drop from 18.3%.

Food and CPG marketers that have been increasing their ad circular support,  and the rates of last  year’s jumps, include:

  •  Coca Cola 6%
  • Pepsi 6%
  • Procter & Gamble 18%
  • Kraft 4%
  • Unilever 16%
  • Kellogg 11%

The latest data shows that promoters of fresh/​frozen/​perishable meat products have not been as generous with the circular funds recently. This includes pullbacks from:

  •  Oscar Mayer ‑5%
  • Purdue ‑7%
  • Hormel ‑11%
  • Jimmy Dean ‑8%

As many industry watchers know, ad circular support isn’t just about food products. When all sectors are considered, the top promoters have been Samsung (+22%), Hewlett Packard (+28%), Toshiba (+52%), Xbox260 (+69%) and General Electric (+24%). In this age of intense focus on digital marketing and social media, it’s fascinating to see that marketers in the consumer electronics product line continue to turn to traditional print circulars to reach their target market.

[Sources: ECRM MarketGate. Adcompare​.marketgate​.com. 13 Jan. 2012. Web. 19 Mar. 2012; Top promoted brands show value. Factsfiguresfuture​.com. February 2012. Web. 19 Mar. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.