Latest tracking data from North America confirms that the coupon industry is accelerating thanks to online coupon download platforms. Individual coupons from brands as well as aggregators such as Groupon are changing the nature of vouchers and online promotion use. The trend will be followed in Europe, Latin America and Asia…
The report, from research firm NCH Marketing, shows that in 2010, marketers distributed $485 billion worth of consumer packaged goods (CPG) coupons and $3.7 billion of savings were achieved by consumers making purchases at Grocery, Mass, Drug and other fast-moving retail outlets.
Since 2006, when total US CPG coupon distribution equaled 279 million, the number of coupons distributed has risen 19%. There were year-over-year increases during every individual year within that time period except 2008, when the total number of coupons distributed fell 1.4% to 281 million.
The total value of all CPG coupons distributed in the US last year equaled $485 billion, up 13.9% from $426 billion the prior year. Since 2006, when total value equaled $329 billion, the figure has increased 47.4%, with year-over-year increases in every individual year.
Dividing CPG coupons into the grocery and health/beauty care (HBC) categories, grocery coupons held a 65.2% share in 2010. In addition to rising one full percentage point from its CPG coupon share in 2009, grocery also reached its highest share level since 2007 (66.8%).
The NCH Coupon Facts report provides an understanding of the total coupon market, including product category segmentations, the dollars to be protected as they are transacted between trading partners and the ability for manufacturers and retailers to compare their own results to that of the industry averages.
Download the report here.
