Insights on
Retail Promotions
Prepared for Our Friends at NACDS
June, 2011
ECRM’s MarketGate Ad Comparisons
www.AdCompare.MarketGate.com
Top Promoted Categories Across All HBC
Weighted Share of Total HBC Ad Blocks
Hair Care
Skin Care
Vitamins
Oral Care
Personal Cleansing
Baby Care
Cosmetics
Analgesics
Cough/Cold
Digestives
Home Health/Incontinence
Shaving/Toiletries
Feminine Hygiene
Deodorant/Anti-Perspirant
Personal Care Appliances
First Aid/Wound Care
Allergy
Nutritional Supplements
10,8%
9,6%
8,0%
7,9%
5,3%
5,3%
5,1%
4,9%
4,8%
4,6%
3,6%
3,5%
3,1%
3,0%
2,8%
2,4%
2,3%
2,3%
Each of the top promoted
HBC categories is driven
by unique needs with few
brands dominating
multiple categories.
Source: ECRM’s MarketGate Ad Comparisons
52 Weeks Ending 6/11/2011
HBC Promotions Shifting Across Categories
Shifting HBC Categories
Share of Total
HBC Ads
Categories Increasing Share of HBC Ads:
Vitamins
8.0%
Baby
5.3%
Personal Cleansing
5.3%
Feminine Hygiene
3.1%
Digestives
4.6%
Shaving/Toiletries
3.5%
Categories Decreasing Share of HBC Ads:
Diabetes Care
1.2%
Skin Care
9.6%
Fragrances
1.3%
Cough/Cold
4.8%
Oral Care
7.9%
Source: ECRM’s MarketGate Ad Comparisons, 52 Weeks Ending 6/11/2011
Change Vs.
Year Ago
+0.57 pts
+0.52 pts
+0.39 pts
+0.24 pts
+0.23 pts
+0.23 pts
-0.52 pts
-0.38 pts
-0.31 pts
-0.29 pts
-0.27 pts
Top Promoted Manufacturers Across HBC Categories
Weighted Share of Total HBC Ad Blocks
Procter & Gamble Company
17,1%
Private Brand Manufacturer
14,8%
Unilever
4,0%
L'Oreal Paris
3,8%
Kimberly-Clark Corp.
3,3%
Colgate-Palmolive
3,1%
Johnson & Johnson Consumer
2,7%
McNeil Consumer Healthcare
2,5%
Glaxo Smithkline
2,5%
Pfizer Consumer Healthcare
2,4%
Bayer Corporation
1,9%
Novartis Consumer Health
1,9%
Energizer Holdings, Inc.
1,7%
Garnier
1,5%
Procter & Gamble HBC
products receive more
retail ad support than
the next five players
combined.
Source: ECRM’s MarketGate Ad Comparisons
52 Weeks Ending 6/11/2011
Top Promoted Brands Across HBC Categories
Weighted Share of Total HBC Ad Blocks
Private Brand
14,80%
L'Oreal Paris
2,31%
Crest
2,17%
Olay
2,16%
Gillette
2,07%
Colgate
1,79%
Huggies
1,72%
Pampers
1,41%
Dove
1,36%
Garnier
1,31%
Neutrogena
1,11%
Advil
1,01%
Prilosec
0,96%
Aveeno
0,91%
The top 10 promoted
brands represent less
than 18% of HBC
promotions. No one
brand dominates HBC.
Source: ECRM’s MarketGate Ad Comparisons
52 Weeks Ending 6/11/2011
HBC Promoted Segments Vs. Year Ago
Share of Total HBC Ads
Cosmetics,
Fragrance & Bath
7,7%
7,3%
Health Care
39,2%
39,1%
53,0%
53,6%
Year Ago
Current
Personal Care
The mix of promoted
HBC segments is very
similar to year ago.
Source: ECRM’s MarketGate Ad Comparisons
52 Weeks Ending 6/11/2011
Retail Ad Support Across Personal Care Categories
Personal Care Travel Kits;
0,1%
Family Planning; 0,9%
Share of Personal Care Print Ads
Hair Care; 20,2%
Hair Accessories; 1,0%
Sun Care; 2,3%
Skin Care; 18,0%
Personal Care
Appliances; 5,2%
Deodorant/ AntiPerspirant; 5,5%
Feminine
Hygiene; 5,8%
Oral Care; 14,6%
Shaving/
Toiletries; 6,5%
Baby; 9,9%
Source: ECRM’s MarketGate Ad Comparisons
52 Weeks Ending 6/11/2011
Personal
Cleansing; 9,9%
Retail Ad Support Across Health Care Categories
Share of Health Care Print Ads
Vitamins; 20,5%
Foot Care; 0,8%
Analgesics;
12,6%
Diagnostics; 2,9%
Diabetes Care;
3,1%
Eye/Ear Care; 4,6%
Cough/Cold;
12,2%
Diet; 4,7%
Nutrition; 5,8%
Allergy; 6,0%
First Aid/ Wound
Care; 6,0%
Source: ECRM’s MarketGate Ad Comparisons
52 Weeks Ending 6/11/2011
Home Health /
Incontinence;
9,2%
Digestives;
11,7%
Retail Ad Support Across Cosmetics,
Fragrance & Bath Categories
Share of Cosmetics, Fragrance & Bath Print Ads
Bath Accessories;
1,5%
Bath Specialty;
5,4%
Cosmetic
Accessories;
6,5%
Fragrances;
17,6%
Source: ECRM’s MarketGate Ad Comparisons
52 Weeks Ending 6/11/2011
Cosmetics;
69,1%
Pharmacy Ads in Retail Circulars
Retailers Running the Most
Pharmacy Ads Per Year
Navarro Disc Pharm
399
Fry's Food & Drug
213
Marsh Supermarkets
Price Chopper (Golub)
Pharmacy Ads/Year
at Key Retailers
180
162
Walgreens
75
Rite Aid
71
CVS
Pathmark
141
Waldbaums
130
Albertsons LLC
126
Kmart
A&P
125
Target
Superfresh
124
Ingles Markets
120
Coborn's
108
Schnucks Markets
106
Walmart-US
34
66
47
25
Source: ECRM’s MarketGate Ad Comparisons
52 Weeks Ending 6/11/2011