Package Goods Coupon Use Up

LIVONIA, Mich.Almost all consumers (94 percent) say they have used consumer package good (CPG) coupons at least once in the past year, and 77 percent with regularity, according to the 2010 NCH Coupon Facts Report recently released by NCH Marketing Services Inc., a Valassis company. Of the consumers surveyed, 30 percent said they used more coupons in 2009 than in the past, leading to $800 million more being saved with CPG coupons compared to the prior year.

The percentage of consumers planning their shopping lists with CPG coupons is up significantly during recessionary times. In 2009, 88 percent matched their shopping lists with coupons compared to 78 percent in 2007. Additionally, 31 percent are more careful about remembering to bring coupons to the store; 25 percent are clipping more coupons than before; 6 percent are clipping coupons, which they never did before; and 3 percent have joined coupon clubs or attended meetings about coupons.

"With consumers' strong focus on value and a greater reliance on research and planning, these upward trends point to a permanent change in the mindset of today's deal-seeking shopper," said Suzie Brown, Valassis chief marketing officer. "Tomorrow's shopper will be just as savvy. The new findings also reinforce the fact that consumers won't part as easily with their hard-earned money without pairing it with a deal in print or digitally."

Consumers are using coupons for grocery and personal care products, reported the survey. Redemption for grocery products increased by 25 percent, representing 2 billion coupons; and redemption of health and beauty care products increased by 20 percent, representing 1.2 billion coupons.

Coupons are also offering more value with the average face value of a personal care coupon in 2009 increased to $1.82; and the average face value of a grocery coupon in 2009 increased to $1.16. Likewise, coupon distribution increased in record proportion in 2009 with 311 billion coupons in the marketplace, representing an 11 percent increase by CPG manufacturers. Grocery coupons accounted for 64 percent of the CPG coupons issued in 2009.

"As CPG marketers faced the pressure of maintaining sales and fending off private label competition in the midst of the worst recession since the Great Depression, they strategically increased their use of coupon promotions in 2009 across all major forms of coupon media," said Charlie Brown, NCH vice president of marketing.