Luring Them in with Savings
Household and personal care products hold a healthy share of the
top 10 categories with highest growth in coupon distribution
volume in 2010.
1. Oral Hygiene
2. Laundry Supplies
3. Fresheners & Deodorizers
4. Household Cleaners
5. Breakfast Foods – Shelf Stable
6. Pet Food
8. Personal Cleansing & Bath Products
Source: NCH Marketing Services
cession-weary consumers some $485 billion in savings via
coupons, according to a report on 2010 coupon usage. This represents a 13.9% increase over the prior year and 47.4% growth compared to five years ago, according to the NCH Marketing Services
2010 Coupon Facts Report.
“We have seen significant changes to shopping patterns,
which have now been established as new habits and routines,”
said Suzie Brown, chief marketing officer at Valassis, parent
company of NCH Marketing Services. “Consumers’ continued
interest in coupons and savings has been influenced by con-
cerns over their own personal economic situations, and as a re-
sult, they are using more coupons, seeking savings wherever
they can, combining print and digital offers and permanently
becoming strategic shoppers.”
In 2010, marketers once again distributed more CPG coupons
than the prior year, reaching 332 billion—the largest single-year
distribution quantity ever recorded in the U.S., exceeding the prior
record set in 2009 by 6.8% or 21 billion coupons.
Nearly two-thirds of all coupons distributed in 2010 were for
grocery products, up 8% from the prior year to 216 billion coupons.
The remaining coupon offers in 2010—116 billion coupons—were
for health & beauty care (HBC) products, up 4.5% from the prior
year. According to the report, seven of the top 10 categories with
the highest growth are non-food categories, which can be attributed to marketers’ desire to make these often-times discretionary
purchases more desirable.
In addition, the report found that the average face value of CPG
coupons distributed in 2010 increased 6.6% to $1.46, and 26% of
all CPG coupons issued in 2010 required the purchase of two or
more items to obtain the offer discount.
According to the report, the average coupon face value distributed for HBC products was $1.94, up 6.6% from the prior year.
However, just 13% of HBC coupons required multiple purchases to
receive the discount.
According to the NCH Coupon Facts Report, overall, 87.7%
of all CPG coupons were distributed in 2010 via the freestanding 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% 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% increase in the number of digital coupon offers, the largest increase
of all coupon media types.
A Continued Shift to Less Invasive
• According to survey results released by the American
Academy of Facial Plastic and Reconstructive Surgery (AAFPRS),
75% of the procedures performed by the Academy’s surgeons in
2010 were non-surgical, highlighting a trend that more people are
choosing non-surgical procedures to delay more invasive surgical
The results were released at the AAFPRS Rejuvenation of the
Aging Face Meeting held in January.
According to AAFPRS, the most common non-surgical procedures last year were Botox and hyaluronic acid injections. The
most common non-surgical procedures for women under age 35
were Botox injections (65%, up from 58% in 2009), hyaluronic
acid injections (51%), microdermabrasion (23%) and chemical
Women between 35-60 most commonly underwent brow lifts,
facelifts, blepharoplasty (eyelids), Botox, chemical peels, and filler
injections, which all showed at least a 5% increase from 2009. Filler
Less is more these days, according to results of a recent survey by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS).