It’s no secret that food manufacturers focus a lot of attention on major retailers, but independent grocers— dubbed as cornerstones and social hubs of many communities and towns—make up an estimated 25% of all supermarket revenues. Many independents simply do not have the types of resources or portfolio of programs (i.e. digital) that many large chains have as an alternative to free-standing inserts (FSIs) or co-op vehicles. Manufacturers also participate in third-party store vehicles (i.e. Smart Source Coupon Machines), and are most likely under-represented with the wholesalers and independent grocer they serve.
According to a 2015 consumer packaged goods industry report on FSIs, published by Marx Promotion Intelligence, a Minneapolis-based division of Kantar Media, the FSI industry experienced significant shifts among major segments. In order to make the analysis more relatable, the Marx FSI data was converted to dollars, something we can all relate to. FSIs account for nine out of 10 coupons distributed, and is still considered one of the most efficient consumer promotion vehicles by manufacturers.