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Study shows coupon use climbing, spurred by digital

July 31, 2013

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According to "CPG Coupon Industry Facts," a half-year report by Valassis unit NCH Marketing Services, coupon use is returning to modest post-recession growth, with digital distribution driving some of the activity, mediapost.com reported.

The following is an excerpt from the article:

Overall, digital is seeing double-digit growth in distribution and redemption. That fact, along with a post-recession correction, is slowing overall redemption declines. Still, digital notwithstanding, free-standing inserts stay ahead of the game, with 91.1 percent share.

Overall the study shows a 1.8 percent increase in coupon distribution, driven by an increase in the non-food segment, which is also increasing multiple purchase requirements, per the study. In the first half of 2013, coupons for non-food products represented 62.5 percent of all coupons distributed, a 2.9 percent increase from the first half of 2012. Overall, CPG manufacturers issued 168 billion coupons in the first six months of 2013, per the study.

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