Private label programs are still strong in the bakeware segment of the business as store/unbranded goods continue to see growth in advertising. From 2015 to 2016, store/unbranded advertised products saw an increase of 8.1% year-over-year.
After seeing an 83.3% increase from 2014 to 2015, Wilton again increased advertising by 8% from 2015 to 2016, locking it in as the second most advertised brand for the second year in a row. Pyrex, which was the second most advertised brand in 2014, dropped to third in 2015 and is now in the fourth spot. Fiesta, with 118 advertisements versus 2015’s 112 advertisements, jumped into the third place on the list.
Last year, Kitchen Classics and Jiffy appeared on the list in the ninth and tenth spot, respectively, however, Kitchen Classics has since dropped off the list and now Anolon has made a home in that spot. Additionally, Handi-Foil left the list, it returned to the list last year after a drop-off in 2014 and was positioned in the fourth spot last year, and Cuisinart has increased its advertising, putting it in the eighth placement.
However, overall advertisements declined 26.9% year-over-year from 1,909 in 2015 to 1,396 in 2016. According to industry experts, this is due to a number of reasons including the advancement of Internet advertising. However, reaching consumers through target marketing/advertising as well as reaching consumers on new platforms, such as social media, are growing. This is also impacting advertising in traditional media channels.
Additionally, the number of total advertisements by retailers also fell in 2016 by 28.1% versus 2015’s total amount of advertisements. However, 2015 saw an increase of 17.6% from 2014.
Fred Meyer, which was fourth in 2015’s list of top advertising retailers, took the top spot in 2016’s survey by increasing its total amount of advertisements from 138 to 191. However, Shopko sliced its 2016 advertisements to less than half of its 2015 numbers (124 versus 255) and found itself in the second position on the list. Other retailers followed suit and cut advertising across the board. Boscov’s fell from first to fourth; Macy’s dipped from second to fifth.
Also notable is that Bon-Ton returned to the list in the last spot after dropping off in 2015, while Dollar General and AC Moore have dropped off. Herbergers found itself in the top 10 this year as well.
