Food Coupon Redemptions Up in 2010

Food coupon redemptions, which represent 65 percent of all coupons redeemed, increased by 3 percent in 2010, while overall coupon redemption held steady in 2010, remaining at 3.3 billion consumer packaged goods coupons redeemed.

That’s according to Inmar, which noted coupon usage rose markedly in October 2008 coinciding with the U.S. financial crisis, which led to a 27 percent increase in redemption in 2009.

“The interesting news from 2010 is that the change in consumer behavior that led to drastic increases in coupon redemption during the economic crisis is holding post-recession,” said Bob Carter, Inmar president of promotion services. “Consumers continue to be coupon sensitive. It will be interesting to watch trends for newer coupon methods, such as digital promotions.”

“Coupons: Opportunities and Options” is the theme of this year’s annual Industry Coupon Conference, April 12 to 14 at Westin Buckhead in Atlanta. At this conference, industry leaders converge to learn and discuss the latest trends, research and developments in traditional, digital and Internet-based coupons.

The conference is presented by the Association of Coupon Professionals in collaboration with the Food Marketing Institute, Grocery Manufacturers of America, GS1 US, CIC and the Promotion Marketing Association.

Non-food coupon redemptions, the remaining 35 percent of all coupons redeemed, decreased by 5 percent, for a net change of 0 percent for 2010. The decrease in non-food coupon redemption tracks with non-food product sales which were down for the year, according to data from the Nielsen Co.

Estimates are that, by 2014, $44 billion will be spent in the United States on creating direct relationships between advertisers and consumers through the interactive channel, according to Forrester Research and ComScore.

Marketers continued to invest in coupons in 2010, with overall distribution up 8.1 percent. Distribution via free-standing inserts increased by 7.1 percent and accounted for 78 percent of the overall increase in distribution. Most of the redemption growth occurred in other methods, particularly in-store methods such as instant redeemable and shelf-pad coupons, which increased by 44 percent and 27 percent respectively, compared to the 10 percent decline in FSI redemption.

Inmar is a leading provider of solutions that connect trading partners through consulting, software services and operations.