Color commentary gives you more insight into what’s really at play behind the numbers.
So you can make highly intelligent couponing decisions.
Marketers are allocating more of
their coupon media spend to FSI
and digital media vehicles.
THE CPG COUPON
All eyes are on print/digital
coupon media.
ARENA
FSI (Coupon Book)1
Digital1
93% 49%
Nearly
<1% 12%
of coupon
redemption volume,
up 0.2 points over
year ago
of total coupons
distributed, up
0.8 points over
year ago
THE
of total coupon
distribution
PLAYERS
Consumer Packaged Goods (CPG)1
Retailers1
Non-food coupons
Food coupons
By channel
• Comprise over
2/3 of total CPG
distribution volume
• Distribution
quantity is down,
especially in FSI
• Grocery stores
•
of coupon
redemptions,
up 1.1 points
over year ago
over 1/2
of total redemption volume
5th Yr.
• Mass & Supercenters, 25%
• Drug stores, 9%
of year-over-year
(YOY) increase
Changing coupon strategies
impacted store rank.
Big variation in how coupons
were deployed, compared
to prior year.
Coupon Redemption Rankings
2014 2015
Coupon Distribution Volume
Category 2015% Change
Dry Grocery
-4.4%
-24.5%
+14.0%
Frozen Foods
OTC & Rx Medications
66%
#1 FANS
2
1
3
4
1
2
3
4
6
5
Retailer
Kroger
Walmart
Target
AB Acquisition
(Albertsons + Safeway)
Publix
40%
say searching for
coupons or deals =
#1 task on their mobile device
Millennial moms
shop without a deal2
2
Over 85% of coupon users
boast using the same or more
coupons than last year.3
90% of consumers report
using coupons.3
THE LEADING
I use paper coupons3
87% from the mail
a newspaper
82% from
coupon book
from my
78% printed
computer
say
they
never
TRENDS
Coupons are:
influencer on grocery
purchases4
paperless coupons
66% use
on mobile device and/or card
media trigger to start
an online search4
3
WINS/LOSSES
Increasing behavior
2015
23%
26%
CONSUMERS’
MOTIVATION
85%
are influenced by coupons
to try new products3
STRATEGIES
(OFFENSE/DEFENSE)
Marketers are increasing FSI coupon
attractiveness/value, but encouraging quicker
usage/response with shortened duration.
#1 reason if using fewer
YOY change
Up 3 points
I can’t find coupons for the
products I want to buy.6
Up 2 points
Over
87%
77%
Average
face value:
say they use coupons to
save lots of money6
select stores based on where they
can use paper coupons3
+3.6%
vs 20147
$1.80
Expiration length
6.3 weeks
-6.8%
vs 20147
Sources: 1NCH 2015 Year-End CPG Coupon Trends; 2Retale commissioned study, 2015; 3Valassis 2016 Coupon Intelligence Report; 4Prosper
Insights & Analytics, MBI Jan. 2016; 5Kantar Retail ShopperScape®, 2015; 62015 Valassis Coupon Intelligence Study 7Kantar Media FSI Trends 2015