It’s been an exciting year at Social Nature, packed with successful campaigns, insightful data and a rapidly growing community of passionate shoppers. As we reflect on the past year, we’re thrilled to share key learnings and trends CPG brands can leverage to drive growth and make the most of Social Nature’s unique platform.
This category-specific data is a goldmine for brands, highlighting trends in consumer redemption rates by category and the impact of price on campaign success to aid your planning. Whether you’re an emerging brand or an established name, our team is here to help you turn these insights into actionable strategies that resonate with your target audience and help you meet your goals with maximum impact.
One of the most crucial metrics we track is the redemption rate, which reveals how well a campaign converts online interest into in-store traffic. Across 133 digital rebate campaigns, we observed an average main offer redemption rate of 52%, with the overall redemption rate increasing to 55% with offers! This underscores the power of Social Nature campaigns in motivating consumers to try new products and make repeat purchases.
Drilling down into specific product categories, we see unique patterns and opportunities emerge. Beverages, Pantry Staples, Snacks and Frozen Foods stand out as the categories with the most robust data and consistent performance, boasting average redemption rates between 49% and 56%. Plant-based milk has been especially successful, achieving an average redemption rate of 58% which is supported by strong consumer demand – 41% of Social Nature community members actively seek plant-based options.
On the other hand, some categories, such as Spreads, may require a more tailored approach, potentially due to their niche appeal.
For more specialized product categories, our strategists recommend highly targeted campaigns focused on specific communities, which can help capture the attention of the most relevant shoppers. Understanding category nuances and tailoring campaign strategies accordingly is crucial for your campaign’s success.
The retailer landscape plays a crucial role in campaign success. Our community members shop across a diverse range of retailers, from national natural food chains like Whole Foods Market to regional and conventional stores. On average, Social Nature members regularly shop at 3.5 retailers; with our ability to activate campaigns at over 500+ retailers, we offer brands an unparalleled opportunity to drive foot traffic, boost sales and connect with their target audience wherever it’s most strategic.
National campaigns at Whole Foods and Sprouts see redemption rates between 54% and 57%, aligning with Social Nature community members who prioritize better-for-you products and dedicate 54% of their grocery budgets to natural and organic items. Larger retailers, like Walmart and Target, also boast redemption rates between 48% and 58% and tend to perform best with shoppers who buy a larger mix of natural and conventional products.
While there are many factors that go into which retailers you choose to employ a campaign – such as where you need to drive sales velocity or defend your listing – we suggest that brands with a strong shelf presence that are aiming for rapid expansion should focus on retailers known for their strong recruitment capabilities. Meanwhile, emerging brands with limited distribution that tend to have listings at smaller, more regional retailers should take advantage of our geo-targeting capabilities, which allows them to focus on high-engagement retailers within specific areas, driving impactful, localized results.
In today’s market, 60-80% of consumers routinely shop for familiar brands, which makes MSRP a critical factor in enticing consumers to try something new.
So what’s the ideal price to motivate consumers to redeem an offer? Our data reveals that products priced between $5 and $10 achieve the highest redemption rates. This is likely due to three factors:
- This mid-range price point offers the optimal balance between perceived value and affordability.
- A free sample of this amount tends to be a significant enough discount to motivate purchases.
- The $5-$10 price point tends to align with many consumers’ discretionary spending limits.
To optimize campaigns, we suggest:
- Lower-priced items ($2-$4): Consider bundling offers to reach the optimal price point and increase perceived value. BOGO offers are perfect for high-velocity, lower-cost items because they drive sales velocity and can also introduce shoppers to multiple product lines or flavors —all while giving brands the flexibility to tailor deals to your specific sales goals.
- Higher-priced items (+$15): Run a free trial offer that emphasizes the value proposition and potential savings to help shoppers overcome initial price sensitivity. Then, running additional retargeting campaigns that offer engaged customers a discount or additional free sample can reinforce their positive trial experience and increase repurchase rates, driving long-term brand loyalty.
Overall, brands that strategically align their Social Nature campaign offers with the right price points will see higher redemption rates. Our team will work with you to determine the best offer type for your product category and price point.
This year’s insights underscore the value Social Nature brings to CPG brands at all stages of growth. By understanding key metrics, brands can craft highly effective campaigns that drive results and foster strong connections with shoppers. Our data-driven approach empowers brands to maximize return on advertising spend (ROAS), drive product trial and sales, and grow their brands alongside a dedicated community of shoppers.
Our team is here to help you translate these insights into impactful strategies. Whether you’re aiming to launch a new product, increase sales in a specific region or engage a highly targeted audience, Social Nature’s platform and community are here to help your brand succeed.
