CPG Manufacturers Distributed 332 Billion Coupons in 2010

• The average face value of CPG coupons distributed in 2010 increased by 6.6 percent to $1.46.

• The average coupon face value distributed for grocery products in 2010 was $1.24, up 6.9 percent from the prior year.

• The largest growth was in beverages, now averaging $1.52 up from $1.18 in 2009.

• The average coupon face value distributed for HBC products was $1.94, up 6.6 percent from the prior year.

• Over the counter (OTC) and prescription medication coupons carry an average face value of $2.21, up from $2.17 in 2009.

• 26 percent of all CPG coupons issued in 2010 required the purchase of two or more items to obtain the offer discount. 33 percent of the grocery coupons required multiple purchases and only 13 percent of HBC coupons required multiple purchases to receive the discount.

• Consumers now have a week and a half less time to use coupons, compared to the prior year, due to an overall shortening of offer expiration dates in both the grocery and HBC segments. The average expiration is 10.1 weeks.

• 64.4 percent of all grocery coupons distributed expire in eight weeks or less, and 59.6 percent of all HBC coupons distributed expire in eight weeks or less.

According to the NCH Coupon Facts Report, overall, 87.7 percent of all CPG coupons were distributed in 2010 via the Free-standing Insert (FSI). Total FSI total growth in coupons was 19 billion, the largest volume increase of all media. The second largest share of coupons distributed was via In-Store media, amounting to 5.2 percent of the 2010 total.

Digital coupons, including both paper and paperless formats, continued to grow in 2010 as marketers embraced these methods to reach a new audience. In total, NCH measured a 37 percent increase in the number of digital coupon offers, the largest increase of all coupon media types.

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