Increasing number of private labels in promotional leaflets

By: trademagazin Date: 2008. 12. 16. 08:00

According to the leaflet Monitor published by GfK Hungária, growth has continued in the market of promotional leaflets. Leaflets are still regarded as one of the most effective advertising tools by retailers. Private labels display increasing promotional activity in leaflets. GfK Hungária Market Research has been monitoring the promotional leaflets published by distribution channels of FMCG products since 2003. Multinational manufacturers and retailers continued to be the largest advertisers in 2007. Regarding categories, food is the largest, accounting for 37.6 percent of all products advertised in promotional leaflets. FMCG products continue to account for 49.8 percent of all advertisements. Within food categories, processed meet and beverages are the most substantial in terms of advertising activity. One-third of all advertisements of processed meat appear in leaflets published by hyper markets. In terms of chemical products, hyper markets, drugstores and cash & carry stores published a nearly identical number of ads in their leaflets, whereas this does not seem to be a priority for discount chains and supermarkets. The significance of non-food products has been growing in leaflets in recent years, with special leaflets published for them by several retail chains. Tools and electric appliances are the two most important categories within the non-food categories. Within tools, gardening, plants and construction are the leading fields, in spite of the strongly seasonal character of many products advertised. Within electric appliances, household appliances remained the biggest category in the first half of 2008, in spite of the football European Cup.

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