Consumers continued a three-year pattern of increasing the money they save via CPG coupons in the first half of 2011, according to [sign-in page] data from NCH Marketing. NCH attributes savings growth to increased redemption volume and average face value.
During the first half of 2011, US consumers saved a total of $2 billion using CPG coupons from all types of media, up 5.3% from $1.9 billion in the first half of 2010. In turn, this figure was up 11.8% from $1.7 billion in the first half of 2009, which represented a substantial 21.4% jump from $1.4 billion in the first half of 2008. Consumers also saved $1.4 billion through CPG coupons in the first half of 2007.
Face Values Also Rise
Face values of CPG coupons have been steadily rising in the first half of every year since 2008. In the first half of this year, the average face value of a CPG coupon was $1.17, up almost 3% from $1.14 in the first half of 2010, which was a 5.5% increase from $1.08 in the first half of 2009.
CPG coupon face value growth in the first half of 2009 was about 1% from $1.07 in the first half of 2008, which was a 6% increase from $1.01 in the first half of 2007.
Non-traditional Grocery Channels Show Redemption Growth
While redemption of CPG coupons actually showed negative year-over-year growth of -3.1% in the first half of 2011, the non-traditional grocery categories of mass merchandisers (10.4%) and drug stores (26%) showed substantial growth.
Military commissaries also showed negative year-over-year growth in CPG coupon redemption (-4.8%), but all other grocery categories (including convenience, warehouse/club and variety/dollar stores) reported 11.2% year-over-year growth.
Distribution Down in HBC, Grocery Channels
Distribution of CPG coupons is down in both the HBC and grocery channels for the first half of 2011 compared to the first half of 2010. HBC product marketers distributed 67 billion coupons in the first half of 2011, down 5.6% from 71 billion in the first half of 2010. Meanwhile, grocery marketers distributed 100 billion coupons in the first half of 2011, down 6.5% from 107 billion in the first half of 2010.
CPG Coupon Redemption Increases
US consumers redeemed 1.75 billion CPG coupons in the first half of 2011, according to other July 2011 data from NCH Marketing. This represents a 2.9% increase from 1.7 billion CPG coupons redeemed in the first half of 2010.
In addition, CPG coupon redemption in the first half of 2010 represented a significant 7.9% jump from 1.575 billion CPG coupons redeemed in the first half of 2009. In turn, CPG coupon redemption in this period, which many consider to be the low point of the economic recession, was up an impressive 18.9% from 1.325 billion in the first half of 2008, which was down 3.6% from 1.375 billion in the first half of 2007.
