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Retailer Ad Support for
Coffee & Tea Categories
A Review of Circular Print Ads
1st Half of 2011
Source: ECRM’s MarketGate Ad Comparisons
U.S. & Canadian Retailers, 26 Weeks Ending 7/2/2011
Includes Grocery/Drug/Mass/Dollar Channels, Includes Alcohol Products
www.AdCompare.MarketGate.com
1
Retail Ad Support Across
Hot Beverage Categories
Non-Dairy
Creamers &
Syrups
4.8%
Share of Hot
Beverage Ads
Cocoa
4.6%
Coffee
72.7%
Tea
17.9%
Excludes
Liquid Teas
Source: MarketGate Ad Comparisons
26-Weeks Ending 7/2/2011
www.AdCompare.marketgate.com 2
Top Promoted Coffee Brands
Weighted Share of Coffee Ad Blocks
Maxwell House
Private Brand
Folgers
Starbucks
Dunkin' Donuts
Chock Full O' Nuts
Peet's
New England
Taster's Choice
Melitta
Yuban
Classic Roast
Via
Eight O'Clock
16.6%
14.5%
11.8%
9.8%
6.9%
3.7%
3.5%
3.1%
2.8%
2.6%
2.4%
2.4%
2.2%
2.1%
Source: MarketGate Ad Comparisons
26-Weeks Ending 7/2/2011
www.AdCompare.marketgate.com 3
Top Promoted Tea Brands
Excludes
Liquid Teas
Weighted Share of Tea Ad Blocks
Lipton
Private Brand
Twinings
Traditional Medicinal
Bigelow
Tetley
Yogi
Red Rose
Luzianne
Celestial Seasonings
Bromley Estates
Salada
Good Earth
Stash
32.5%
14.1%
6.9%
6.3%
5.6%
5.6%
4.4%
3.6%
3.4%
3.0%
2.6%
2.5%
2.4%
2.4%
Source: MarketGate Ad Comparisons
26-Weeks Ending 7/2/2011
www.AdCompare.marketgate.com 4
Retail Ad Support Vs. Year Ago
+30%
+25%
+27.6%
Change Vs. First Half of 2010
+20%
+15%
+7.7%
+10%
+5%
+2.1%
+1.1%
+0%
-5%
-1.9%
Coffee
Source: MarketGate Ad Comparisons
26-Weeks Ending 7/2/2011
www.AdCompare.marketgate.com
Tea
Excludes
Liquid Teas
Cocoa
Non-Dairy
Creamers &
Syrups
Total Hot
Beverages
5