After distributing 8.1% less coupons in 2011 than in 2010, CPG marketers held steady last year, distributing 305 billion coupons across all media, according to NCH Marketing Services. That 305 billion figure represents an 8.1% climb from 2008, but is down from a peak of 332 billion in 2010. In response, 79.8% of consumers surveyed said they at least sometimes use coupons while shopping in grocery, mass, supercenter, drug, or dollar stores. That’s a slight drop from 80.6% last year. Still, the popularity of coupons remains steady after jumping from 63.6% usage in 2007 to 75.8% in 2008.
Last year, 53.1% of consumers said they used coupons about the same amount as in the prior year, while almost twice as many said they used more than said they used less (26.4% vs. 14.5%).
Among those who used less coupons last year, the primary reasons were the inability to find coupons for the products they wanted to buy (46%), the coupons expiring before they had a chance to use them (39.1%), and not having the time to clip coupons (30.7%).
Those consumers blaming coupon expirations for declining use might have been using them for non-food products. Other results from the study indicate that the average expiration period for non-food product coupons declined by about a week, from 8.9 weeks in 2011 to 8 in 2012.
About the Data: Coupons distributed and redeemed in the U.S. Consumer Packaged Goods (CPG) marketplace are studied utilizing NCH’s manufacturer client databases, data cleared via its retailer processing operation and other independent sources. NCH’s proprietary methodology utilizes rigorous controls and statistical standards to maintain the integrity of the information contained in its 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 the NCH report includes Manufacturer Coupons of all 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 the report, as they are most often funded by trade dollars. Consequently, In-Ad distribution and redemption are less precisely tracked by manufacturers. C2C is an abbreviation for coupons download to retailer loyalty cards or unique identification numbers. The scale of C2C and mobile coupons is limited by enablement of retailer point of sale systems, currently deployed primarily in the grocery retail channel.
The report also contains various references to NCH’s most recent Consumer Survey. The data was obtained in August of 2012 using a market research firm with proficiency in Internet surveys. The sample was derived from an online consumer opinion panel, and all participants were at least 18 years of age and living in the contiguous United States. Consumers were emailed an invitation to participate in the survey and were given three days to complete it. The survey was closed once 1,000 completed responses had been reached. The responses were weighted by factors obtained from national census data to provide appropriate representations of demographic groups at summary levels.