Halloween Promotional
Reflections
November, 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
“Halloween Week” 2010
Walmart & Target
“Halloween Week” 2010
Last year we saw Target
advertising a one-cent price
advantage over Walmart on
the front cover.
“Halloween Week” 2011
“Halloween Week” 2011
This year Target advertised
the same price point and
Walmart has a one-cent
advantage.
“Halloween Week”
2010
Walgreens
competes with
the big box stores
on price by using
coupon &
B1G50% off for
2011.
“Halloween Week” 2011
“Halloween Week” 2011
CVS beats the big
box stores on
price by using
their Extrabucks
promotions for
2011.
“Halloween Week”
2010
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.
For “Halloween Week” 2010
Kroger, Safeway, and Albertson’s
did not make Halloween a frontpage priority.
Retail Ad Support Across Candy Segments
Share of Total Candy Ads
2011
2010
77.0%
Candy-Chocolate&Assorted
73.1%
17.2%
Candy-Seasonal/Holiday
19.7%
5.9%
Gum&Mints
7.2%
Source: ECRM, October 2011
Share of Total Candy Feature Ads
Manufacturers
Oct – 2010
Share Point
Change
Oct – 2011
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.
Source: ECRM, October 2011
Candy Features by Channel
Candy’s Share of Total Store Ad Blocks
2011
2010
4.2%
Drug
4.0%
1.0%
Grocery
1.1%
0.7%
Mass
0.8%
# 8 Advertised Category in
the Drug Channel
# 28 Advertised Category in
the Grocery Channel
Reads: Candy
represents 4.2% of
total circular ads in
the drug channel.
# 36 Advertised Category in
the Mass Channel
Source: ECRM, October 2011
Top Retailers Promoting Candy
Total Candy Ad Blocks
Shoppers Drug Mart
Rite Aid
40.3
CVS
37.3
Walgreens
Jewel-Osco
Kinney Drugs
Copps
21.6
42.3
38.4
35.8
31.4
35.8
40.2
32.4
59.4
56.1
51.6
2011
2010
32.1
34.9
Bartell Drug
Farm Fresh
Owen's Market
73.7
19.2
26.6
26.1
25.9
Source: ECRM, October 2011
Top Retailers Promoting Costumes & Make-up
Total Costume & Make-up Ad Blocks
Meijer
6.5
Copps
5.0
Walgreens
5.0
Shoppers Drug Mart
3.0
Rite Aid
2.5
Kmart
2.0
Bartell Drug
Smith's Marketplace
1.8
1.1
Fred Meyer Stores
1.0
Kinney Drugs
1.0
Fred Meyer
9/28/2011
Source: ECRM, October, 2011
Top Retailers Promoting Halloween Decorations
Total Indoor/Outdoor Halloween Decorations Ad Blocks
Stop & Shop
11.5
Giant Food Landover
10.3
Giant Food Carlisle
8.0
Fred Meyer Stores
3.0
CVS
3.0
Target Stores
3.0
Kmart
3.0
ShopRite
Fry's Food & Drug…
Meijer
2.0
2.0
1.5
Giant Food Landover
8/14/2011
Source: ECRM, October, 2011
Top Manufacturers Utilizing FSI Promotions
Total FSI Ad Blocks*
Nestle S.A.
3
Perfetti Van Melle
USA, Inc.
3
The Hershey
Company
1
Storck USA, L.P.
1
Wrigley Jr Company
1
Mars Chocolate
North America, LLC
1
Ferrero U.S.A., Inc.
1
* Chicago Market
Source: ECRM, October, 2011
Top Candy-Makers
Featured in Retail Web Promotions
Share of Total Web Promotion Ad Blocks
Nestle S.A.
41.1%
Wrigley Jr Company
13.8%
HARIBO
13.1%
Mars Chocolate North
America, LLC
The Hershey Company
6.9%
5.3%
Roche Bros Private Brand
2.2%
Ghirardelli Chocolate Co.
2.2%
Walgreens Web Promo
10/10/2011
Source: ECRM, October, 2011
Top Retailers Utilizing Web Promotions
Total Candy Web Promotion Ad Blocks
Walgreens
51
Target Stores
45
Loblaws
Homeland
Hy-Vee Food Stores
23
14
13
Fred Meyer Stores
12
Shoppers Food & Pharmacy
12
Foods Co.
12
Gerbes
12
Adams Super Food Stores
12
Walgreens & Target seem to have
embraced the idea of candy web
promotions more than other
retailers.
Walgreens
Web Promo
10/10/2011
Source: ECRM, October, 2011
Interesting Halloween Facts
•
•
•
•
•
•
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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 Comparisons
Web Site: www.AdCompare.MarketGate.com
Studies on Retail Promotions: www.PromotionalReflections.com
Contacts:
Scott Whalley
Tom Pirovano
Jason Marshall
847-482-1793
440-528-0418
440-498-0500
scott@ecrm.marketgate.com
tpirovano@ecrm.marketgate.com
jmarshall@ecrm.marketgate.com