FMCG Promo Pulse: Jan - Jun 2021 vs 2020

1 June 2021
FMCG Promo Pulse: Jan - Jun 2021 vs 2020

The Digital Divide: Social Media Takes the Lead

The pandemic has further widened the gap between digital and traditional promotion mediums. While Facebook and Instagram are enjoying a continued ascent since July 2020, contributing to 64% of total promotional features, newspapers are witnessing a decline. Is it the end of an era for print ads, or just a blip on the radar?

The Focus Shifts: Health and Beauty Reign Supreme

In a world obsessed with well-being, it's no surprise that Health & Beauty categories are receiving maximum promotion focus. Whether it's Watsons and Guardian leveraging Facebook features for product tagging and linking or the rise in Facial Care promotions, the sector is booming. Grocery & Fresh categories follow closely, but the crown belongs to Health & Beauty.

A Mixed Bag: Not All Promotions Are Created Equal

While Watsons consistently pushes the envelope in social media promotions, Aeon Wellness steals the limelight with the average number of features in the first half of 2021. On the other hand, Lotus's and Giant show that quantity doesn't always mean quality, with Lotus's offering more items per social media post. Are brands finally learning the art of effective promotion?

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Cheryl Koh
Head of Market Analyst, Intrack Market Services
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