Source: NCH Marketing
Notes: Consumers saved $3.6 billion from redeeming CPG coupons last year, up 2.9% from $3.5 billion the year before, reports NCH Marketing. The increase came despite an overall decline in coupon distributions, from 315 billion in 2013 to 310 billion last year. Even so, distribution of coupons for non-food products grew year-over-year, and represented two-thirds of total distribution volume. Average face value offered increased for both food ($1.06) and non-food ($2.05) coupons, though redemptions increased only for non-food coupons (by 11.4%, to 1.225 billion). Free-standing inserts remained the dominant distribution media (92.2% share), while accounting for slightly less than half (48.8%) of redemptions. Digital paperless coupons comprised 4% of redemptions, up from 3.1% in 2013 and 1.3% the year prior.
About the Data: NCH describes its methodology as follows:
“Coupons distributed and redeemed in the U.S. consumer packaged goods (CPG) marketplace are studied utilizing data from our market-share leading manufacturer and retailer businesses, supplemented by other independent sources. Our proprietary methodology utilizes rigorous controls and statistical standards to maintain the integrity of the information contained in this report, as well as all other information tools supplied by NCH.
Data points from client and market sources are dynamic. As such, projections are based on the most current information available at the time of publication and may be revised in the future. Also, due to rounding, the sum of certain percentages may not equal 100 percent. The scope of this report includes manufacturer coupons of paper and paperless media formats that are most typically funded by CPG marketing budget allocations for consumer promotion. Retailer In-Ad coupons are not included in this report, as they are most often funded by trade dollars. Consequently, In-Ad distribution and redemption are less precisely tracked by manufacturers.”