According to a recent report by NCH Marketing Services Incorporated, there are now less manufacturer coupons sent out by consumer food manufacturers. Despite this decrease, a good thing is that the coupons now have a relatively higher value as compared to previous manufacturer coupons.
NCH’s middle of the year report stated that about 167 billion manufacturer coupons were distributed in this year’s first six months. This quantity is a little lower, as compared to last year’s, about 6.2 percent lower. However, when compared to 2007’s mid-year coupon distribution of 151 billion, this year’s total is still significantly higher.
By average, this year’s coupon face value is at $1.57, higher when compared to last year’s $1.49, in the first six months. Also, more coupons are requiring multiple purchases, as compared with last year, as shown by a 3 percent increase, from 24 percent last year to 27 percent this year. For 2011, more and more consumers get their manufacturer coupons from freestanding inserts. This is shown by a 2.1 percent increase in the number of consumers getting manufacturer coupons from inserts.
As for redemption rates, the NCH report stated that it is still continuing to grow. There was an increase from 19 percent in 2009 (when the country experienced the recession’s full effect) to a 7.9 percent increase in 2010, to a 2.9% increase in the first half of 2011.
NCH’s report clearly shows that consumers are still big on coupons, especially with the economic challenges in the country still not over. Manufacturers may have reduced the number of coupons that they send out but at least consumers get higher valued coupons and that may be enough to compensate for the decrease in number.
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First of all, you can't be serious. Retailers are only increasing the face value of coupons to STOP people from using them in a double/tripling manner. This "increase" in value also must include the $15 off $89 toothbrush and $10 off of a $100 shaver coupons. Really? Most coupons I have seen have been DEvalued, especially by Unilever. Ragu pasta sauce was .50/1. You could get a good deal since it would double. Now it's .20/1 making it even triple useless. Hamburger Helper coupons were .75/3 now they are $1.00/5. This may be an increase of the "face value' but a loss for the consumer as they have to spend more to "save" more. Dove body wash used to have a $1/1 coupon now it is $1/2! This is all an reaction to extreme couponing. Companies are getting slammed with it. Please do some research before posting an article. The only reason the value are "increasing" at the face value is to "increase" their bottom lines.