Digital Promo Opportunities for the Household Cleaner Category 11/16/2015
Digital promotions may provide a strong opportunity for new entrants into the crowded household cleaner category.
While the print circular is still the media type CPG shoppers use most to find promotional deals (nearly 80% of grocery shoppers look at print circulars at least once per week to find deals, according to Market Track’s Grocery Shopper Insights Series Survey conducted earlier this year), more and more retailers are educating shoppers to use their websites to find deals, coupons, and other information to help plan their grocery shopping trips.
Here’s why this is important: Over the past 12 months, Procter & Gamble has enjoyed significant promotional support in retailer print circulars within the Cleaners category, according to recent study from Market Track. One out of every three Cleaners promotions featured a Procter & Gamble product. Its closest competition, Reckitt Benckiser, owned 19% share of the category—over 42% less than P&G!
Shifting focus to the digital channel, however, the playing field is more level; Market Track found that the distribution of promotional share among Cleaners manufacturers looks much different than print circular promotions, and P&G products accounted for only 18% of Cleaners category promotions on retailer websites, less than both Reckitt Benckiser and SC Johnson.
The two charts below show the share of promotions across print circulars and digital for the household cleaner category.