Professional Documents
Culture Documents
075ecfb07df44902bb773158e59b9b8a
075ecfb07df44902bb773158e59b9b8a
075ecfb07df44902bb773158e59b9b8a
Annual
NCH
Coupon Facts
CPG COUPONS:
U.S. MARKET ANALYSIS
METHODOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
NCH Coupon FactsTM Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
COUPON MARKET
OVERVIEW
EXECUTIVE SUMMARY
HOW TO USE
THIS REPORT
ADDITIONAL RESOURCES
COUPON TRENDS
ANALYSIS
Nothing Changed?
Time To Look Closer:
Who
What
Where
When
How
THE
WHO
26.4% of con
sumers used
coupons in 2
more
012 than the
y did in 2011
saying they li
,
ke to save m
oney and ne
stretch their
ed to
budgets as th
e main reaso
ns.
Source: NC
H Consumer
Survey
Consumer
demand for
value and
saving
remains
strong.
U.S. Unemployment
10
11
NEW
PRODUCTS
#1 reason consumers
cited for using
fewer coupons:
I cant find coupons
for the products I
want to buy.
12
13
MARKETER
CHOICES
Controllable Factors:
Brand
Circulation Size
Duration
Face Value
Media
Purchase Quantity
Season
External Factors:
14
Competition
Economy
Private Label
Share / ACV
Shelf Stock
Trade Support
Weather
And More...
COUPON
MEDIA
15
OFFER
TACTICS
For specific offer tactics in each market segment and product sector see NCHs complete online
Coupon Facts reference charts at www.nchresourcecenter.com
17
REDEMPTION
COSTS
THE
MONEY
Redemption cost
was $800 million
less in 2012.
18
Coupon users
save $11.20 on
average per shopping
trip with coupons
(11.5% of the
basket total), with 15
minutes of seeking,
clipping and
planning their
shopping
with coupons.
RETAILER
REDEMPTION FACTS
74.2% of consumers
regularly use coupons
to plan their shopping
list. (19.7 Always,
24.2% Often and
30.3% Sometimes)
NCH 2012 Consumer Survey
19
CONCLUSION
What the future will hold for the U.S. CPG coupon
market will be determined by how marketing budgets
are allocated in 2013 to maintain and grow sales with
coupons. Of course, retailers and brands will need to
continue generating consumer awareness, effectively
merchandise and motivate shopper behaviors. Who
does what, where, when and how is certain to influence
the total coupon market trend. NCH will remain focused
on helping trading partners achieve their objectives
by protecting coupon dollars from potential risks or
waste as the leading agent of choice for coupon
audit, settlement and destruction services in the U.S. and
globally.
Sometimes
42.9%
44.8%
Very Often
17.5%
12.8%
Always
10.4%
5.8%
42.4%
25.1%
7.8%
36.9%
10.9%
3.4%
20
METHODOLOGY
ACKNOWLEDGMENTS
21
22