Market trend the couponing consumer in a down economy

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Market trend the couponing consumer in a down economy

  1. 1. Get more info on this report!Market Trend: The Couponing Consumer in a Down EconomyDecember 1, 2008Crisis is the word of the day when it comes to the U.S. economy late in 2008. Housingcrisis, credit crisis, auto industry crisis. As Americans find themselves caught in the gripof an economic recession, they are adjusting their budgets and rethinking their spendinghabits. The unforgiving economic situation has led to an increased consumer focus onfinding ways to save money, and coupons present one tried and true method formediating the quickening void. Not only do coupons serve the general purpose ofsaving money, but they can also lead the way for the many consumers who aretransitioning to less expensive brands and trying out less expensive products.This all new Packaged Facts report, Marketing Trend: The Couponing Consumer in aDown Economy, uses current and historical Simmons Market Research consumer datato look at coupon-related consumer penetration rates and consumer demographics.Packaged Facts analyses retail and product category coupon use, including anoverview of the demographic characteristics of consumers more likely than average toredeem coupons within these categories. This report also covers consumer use ofcoupon sources such as mailers, inserts, magazines, etc. The report ends with anoverview of coupon opportunities for marketers in this difficult environment.TABLE OF CONTENTSChapter 1: Executive SummaryEconomic Landscape 2008 Real GDP Growth Forecasted at a Meager 1.3%; 2009 at Negative 0.8% Figure 1-1: Percentage Changes in U.S. Current-Dollar GDP, Real GDP and the GDP Price Index, 2002-2008 (percent) Personal Consumption Slows Figure 1-2: Percentage Changes in U.S. Current-Dollar PCE, Real PCE and the PCE Price Index, 2002-2008 (percent) Consumer Prices on the Rise Figure 1-3: Average Annual Percent Change in the Consumer Price Index For All Items, Durable Goods, Non-Durable Goods and Services, 1978-Q3, 2008 (percent)
  2. 2. Unemployment Figure 1-4: Initial Weekly Unemployment Claims: Four-Week Moving Average, Four-Year Moving Average, 18-Month Moving Average, January 6, 1979- November 15, 2008 (in thousands) Retail Sales Show Biggest Monthly Decline Ever Figure 1-5: Comparison of Seasonally Adjusted Monthly Retail Sales, Excluding Autos (index and percentage change) and Monthly Unemployment Rate, 1998- 2008 (percent)Coupon Usage Consumers Cite Economy for Increase in Couponing Note on Simmons Market Research Bureau Consumer Data Consumers Using Coupons to Save Money, but Also to Sample Table 1-1: Reason for Using Coupons, Spring 2008 (percent) Saving Money Transcends HHI and HH Makeup Adoptive and Resistive Demographic Characteristics of Consumers who Use Coupons to Save Money Adoptive and Resistive Demographic Characteristics of Consumers who Use Coupons to Try New Products Simmons Spring 2008 Data Suggest Coupon Use Back on the Rise Table 1-2: Percentage of Households Using Coupons, 2004-Spring 2008 (percent) Affluent Households Show Greater Coupon Usage Penetration Large and Single-Person Households Less Coupon Interested Households with Children Also Less Coupon Interested Selected Demographic Characteristics of Coupon Users by Household Income Adoptive Demographic Characteristics of Coupon Users with HHI Less Than $25K Table 1-3: Adoptive Demographic Characteristics of Couponing Consumers with HHI Under $25K, Spring 2008 (index) Adoptive Demographic Characteristics of Coupon Users with HHI between $25K and $74K Table 1-4: Adoptive Demographic Characteristics of Couponing Consumers with HHI between $25K-$74K, Spring 2008 (index) Adoptive Demographic Characteristics of Coupon Users with HHI More Than $75K Table 1-5: Adoptive Demographic Characteristics of Couponing Consumers with HHI More Than $75K, Spring 2008 (index) Opportunity: Reach Out to the Elderly Opportunity: Hispanic PopulationCoupon Attitudinal Statements Coupons Not As Motivating Among Average Consumers Table 1-6: Percentage Who Agree With the Coupon-Related Statements, Couponing Consumers versus Total Population, Spring 2008 (percent)Retail Redemption and Product/Sources Used Bulk of Redemption through Grocery Stores
  3. 3. Table 1-7: Percentage of Consumer Coupon Redemption by Retailer Type, 2004-Spring 2008 (percent) And Grocery Products See Most Coupon Use Table 1-8: Percentage of Consumer Coupon Usage by Coupon Product Type, 2004-Spring 2008 (percent) On Shelf Coupons See Greatest Penetration Table 1-9: Percentage of Consumer Coupon Usage by Coupon Source, 2004- Spring 2008 (percent) Frequency of Use by Coupon Source Table 1-10: Consumer Coupon Frequency of Use by Coupon Source, by Top Percentages, Spring 2008 (percent)Looking Ahead A Challenging Time for Marketers Opportunity: Partnerships Such as Kraft and Campbell Opportunity: Relationships with Non-traditional Retail Partners Opportunity: Younger People and Online Coupons Opportunity: Affluent Consumers Are Better Savers Opportunity: Putting Coupons in Mobile Users Hands Opportunity: Winter Holidays Spend Dropping, Coupon Use Increasing Opportunity: Restaurants Using Coupons to Entice Customers Opportunity: Word-of-Mouth to Drive Coupon AwarenessChapter 2: The Current Economic LandscapeOverview Lenders Freeze Credit for Businesses and Consumers Employers Find Little Short-Term Credit The Consumer Is Tapped Out Even the Basics May Suffer 2008 Real GDP Growth Forecast at Meager 1.3%; 2009 at Negative 0.8% Figure 2-1: U.S. Current-Dollar GDP vs. Real GDP, 2002-2008 (in trillions of dollars) Inflation Rears Its Ugly Head Figure 2-2: Percentage Changes in U.S. Current-Dollar GDP, Real GDP and the GDP Price Index, 2002-2008 (percent) Economic Future Uncertain Personal Consumption Slows Figure 2-3: Personal Consumption Expenditures, Current-Dollar versus Real, 2000-2009 (in billions of dollars) Figure 2-4: Percentage Changes in U.S. Current-Dollar PCE, Real PCE and the PCE Price Index, 2002-2008 (percent) Consumer Prices on the Rise Figure 2-5: Average Annual Percent Change in the Consumer Price Index for All Items, Durable Goods, Non-Durable Goods and Services, 1978-2008 (percent) Food Price Increase Breaks Four Percent in 2008 Figure 2-6: Average Annual Percent Change in the CPI for Food and Beverage, Food at Home and Food Away from Home, 1978-2008 (percent) Unemployment Creeps Up
  4. 4. Figure 2-7: Initial Weekly Unemployment Claims: Four-Week Moving Average, Four-Year Moving Average, 18-Month Moving Average, January 6, 1979- November 15, 2008 (in thousands) Figure 2-8: End-of-Year (December) Civilian Labor Force Participation Rate and Unemployment Rate, 1978-2008 (percent) Retail Sales Show Biggest Monthly Decline Ever Figure 2-9: Comparison of Seasonally Adjusted Monthly Retail Sales, Excluding Autos (index and percentage change) and Monthly Unemployment Rate, 1998- 2008 (percent) Stage Set For Increased Coupon UseChapter 3: Coupon Usage Penetration and Demographics. Coupons Poised for Increased Use Economy Cited as Number One Reason Note on Simmons Market Research Bureau Consumer Data Consumers Using Coupons to Save Money, but Also to Sample Table 3-1: Reason for Using Coupons, Spring 2008 (percent) Saving Money Transcends HHI and HH Makeup Table 3-2: Reason for Using Coupons, by Household Income, Spring 2008 (percent) Table 3-3: Reason for Using Coupons, by Number of People in Household, Spring 2008 (percent) Table 3-4: Reason for Using Coupons, by Number of Children in Household, Spring 2008 (percent) Demographic Characteristics of Coupon Users by Reason for Use . Adoptive and Resistive Demographic Characteristics of Consumers who Use Coupons to Save Money Table 3-5: Adoptive and Resistive Demographic Characteristics of Consumers who Use Coupons to Save Money, Spring 2008 (index) Adoptive and Resistive Demographic Characteristics of Consumers who Use Coupons to Try New Products Table 3-6: Adoptive and Resistive Demographic Characteristics of Consumers who Use Coupons to Try New Product, Spring 2008 (index) Spring 2008 Data Suggest Coupon Use Back on the Rise Table 3-7: Percentage of Households Using Coupons, 2004-Spring 2008 (percent) Coupon User Demographic Profile Non-Directional Affluent Households Greater Coupon Usage Penetration Table 3-8: Percentage of Households Using Coupons, by Household Income Bracket, Spring 2008 (percent) Demographic Characteristics of Coupon Users by Household Income Adoptive Demographic Characteristics of Coupon Users with HHI Less Than $25K Table 3-9: Adoptive Demographic Characteristics of Couponing Consumers with HHI Under $25K, Spring 2008 (index) Adoptive Demographic Characteristics of Coupon Users with HHI between $25K- $74K
  5. 5. Table 3-10: Adoptive Demographic Characteristics of Couponing Consumers with HHI between $25K-$74K, Spring 2008 (index) Adoptive Demographic Characteristics of Coupon Users with HHI More Than $75K Table 3-11: Adoptive Demographic Characteristics of Couponing Consumers with HHI More Than $75K, Spring 2008 (index) Large and Single Person Households Less Coupon Interested Table 3-12: Percentage of Households Using Coupons, by Number of People in Household, Spring 2008 (percent) Demographic Characteristics of Coupon Users by Number of People in the Household Adoptive Demographic Characteristics of Coupon Users in Single Person Households Table 3-13: Adoptive Demographic Characteristics of Couponing Consumers in Single-Person Households, Spring 2008 (index) Adoptive Demographic Characteristics of Coupon Users in Two Person Households Table 3-14: Adoptive Demographic Characteristics of Couponing Consumers in Two-Person Households, Spring 2008 (index) Adoptive Demographic Characteristics of Coupon Users in Three, Four and Five or More Person Households Table 3-15: Adoptive Demographic Characteristics of Couponing Consumers in Three-Four Person Households, Spring 2008 (index) Households with Children Also Less Coupon Interested Table 3-16: Percentage of Households Using Coupons, by Number of Children in Household, Spring 2008 (Percent) Demographic Characteristics of Coupon Users by Children in the Household Adoptive Demographic Characteristics of Coupon Users in Childless Households Table 3-17: Adoptive Demographic Characteristics of Couponing Consumers in Childless Households, Spring 2008 (index) Adoptive Demographic Characteristics of Coupon Users in Households with Children Table 3-18: Adoptive Demographic Characteristics of Couponing Consumers in Households with Children, Spring 2008 (index)Chapter 4: Couponing Attitudinal Statements Couponing Consumers Indicate That Coupons Drive Trial Table 4-1: Percentage of Couponing Consumers Who Agree With the Coupon- Related Statements, Spring 2008 (percent) Demographic Characteristics of Coupon Users by Statement Adoptive Demographic Characteristics of Couponing Consumers who Agree with the Statement: I Am Often Swayed by Coupons to Try New Food Table 4-2: Adoptive Demographic Characteristics of Couponing Consumers who Agree with the Statement: I Am Often Swayed by Coupons to Try New Food, Spring 2008 (index) Adoptive and Resistive Demographic Characteristics of Couponing Consumers who Agree with the Statement: Coupons Draw Me to Stores I Dont Shop
  6. 6. Table 4-3: Adoptive Demographic Characteristics of Couponing Consumers whoAgree with the Statement: Coupons Draw Me to Stores I Dont Shop, Spring2008 (index)Coupons Not As Motivating Among Average ConsumersTable 4-4: Percentage of Total Consumers Who Agree With the Coupon- RelatedStatements, Spring 2008 (percent)Demographic Characteristics of Consumers who Agree with Coupon-RelatedStatements by Household Income, Household Size and Household MakeupAdoptive Demographic Characteristics of Consumers by Household Income whoAgree with the Statement: I Am Often Swayed by Coupons to Try New FoodTable 4-5: Adoptive Demographic Characteristics of Consumers with HHI lessthan $25K who Agree with the Statement: I Am Often Swayed by Coupons to TryNew Food, Spring 2008 (index)Table 4-6: Adoptive Demographic Characteristics of Consumers with HHIbetween $25K-$74K who Agree with the Statement: I Am Often Swayed byCoupons to Try New Food, Spring 2008 (index)Table 4-7: Adoptive Demographic Characteristics of Consumers with HHI $75Kor More who Agree with the Statement: I Am Often Swayed by Coupons to TryNew Food, Spring 2008 (index)Adoptive Demographic Characteristics of Consumers by Household Income whoAgree with the Statement: Coupons Draw Me to Stores I Dont ShopTable 4-8: Adoptive Demographic Characteristics of Consumers with HHI lessthan $25K who Agree with the Statement: Coupons Draw Me to Stores I DontShop, Spring 2008 (index)Table 4-9: Adoptive Demographic Characteristics of Consumers with HHIbetween $25K-$74K who Agree with the Statement: Coupons Draw Me to StoresI Dont Shop, Spring 2008 (index)Table 4-10: Adoptive Demographic Characteristics of Consumers with HHIGreater than $75K who Agree with the Statement: Coupons Draw Me to Stores IDont Shop, Spring 2008 (index)Adoptive Demographic Characteristics of Consumers by Number of People inHousehold who Agree with the Statement: I Am Often Swayed by Coupons toTry New FoodTable 4-11: Adoptive Demographic Characteristics of Consumers in SinglePerson Households who Agree with the Statement: I Am Often Swayed byCoupons to Try New Food, Spring 2008 (index)Table 4-12: Adoptive Demographic Characteristics of Consumers in Two PersonHouseholds who Agree with the Statement: I Am Often Swayed by Coupons toTry New Food, Spring 2008 (index)Table 4-13: Adoptive Demographic Characteristics of Consumers in Three-FourPerson Households who Agree with the Statement: I Am Often Swayed byCoupons to Try New Food, Spring 2008 (index)Table 4-14: Adoptive Demographic Characteristics of Consumers in Five+Person Households who Agree with the Statement: I Am Often Swayed byCoupons to Try New Food, Spring 2008 (index)
  7. 7. Adoptive and Resistive Demographic Characteristics of Consumers by Household Income who Agree with the Statement: Coupons Draw Me to Stores I Dont Shop Table 4-15: Adoptive Demographic Characteristics of Consumers in Single Person Households who Agree with the Statement: Coupons Draw Me to Stores I Dont Shop, Spring 2008 (index) Table 4-16: Adoptive Demographic Characteristics of Consumers in Two Person Households who Agree with the Statement: Coupons Draw Me to Stores I Dont Shop, Spring 2008 (index) Table 4-17: Adoptive Demographic Characteristics of Consumers in Three-Four Person Households who Agree with the Statement: Coupons Draw Me to Stores I Dont Shop, Spring 2008 (index) Table 4-18: Adoptive Demographic Characteristics of Consumers in Five+ Person Households who Agree with the Statement: Coupons Draw Me to Stores I Dont Shop, Spring 2008 (index) Adoptive and Resistive Demographic Characteristics of Consumers with Children who Agree with the Statement: I Am Often Swayed by Coupons to Try New Food Table 4-19: Adoptive Demographic Characteristics of Consumers in Households with Children who Agree with the Statement: I Am Often Swayed by Coupons to Try New Food, Spring 2008 (index) Table 4-20: Adoptive Demographic Characteristics of Consumers in Childless Households who Agree with the Statement: I Am Often Swayed by Coupons to Try New Food, Spring 2008 (index) Adoptive and Resistive Demographic Characteristics of Consumers in Households with and without Children: Coupons Draw Me to Stores I Dont Shop Table 4-21: Adoptive Demographic Characteristics of Consumers with Children who Agree with the Statement: Coupons Draw Me to Stores I Dont Shop, Spring 2008 (index) Table 4-22: Adoptive Demographic Characteristics of Childless Consumers who Agree with the Statement: Coupons Draw Me to Stores I Dont Shop, Spring 2008 (index)Chapter 5: Coupon Retail Redemption and Product Category & Sources Used Bulk of Redemption Through Grocery Table 5-1: Percentage of Consumer Coupon Redemption by Retailer Type, 2004-Spring 2008 (percent) Supermarket Store Redeemer Profile Table 5-2: Adoptive Characteristics of Consumers who Redeem Coupons at Supermarket/Grocery/Convenience Stores, Spring 2008 (index) Restaurant Redeemer Profile Table 5-3: Adoptive Characteristics of Consumers who Redeem Coupons at Restaurants/Fast Food Chains, Spring 2008 (index) Discount Store Redeemer Profile Table 5-4: Adoptive Characteristics of Consumers who Redeem Coupons at Discount Stores, Spring 2008 (index) Drug Store Redeemer Profile
  8. 8. Table 5-5: Adoptive Characteristics of Consumers who Redeem Coupons at Drug Stores, Spring 2008 (index) Newsstands/Tobacco Stands Redeemer Profile Table 5-6: Adoptive Characteristics of Consumers who Redeem Coupons at Newsstands/Tobacco Stores, Spring 2008 (index)Coupon Usage by Product Category Grocery Products See Greatest Coupon Use Table 5-7: Percentage of Consumer Coupon Usage by Coupon Product Type, 2004-Spring 2008 (percent) Food and Grocery Products, Household Cleaning Products & Paper Product Coupon Redeemer Profiles: Non-Directional Table 5-8: Adoptive Characteristics of Consumers who Use Coupons for Food and Grocery Products, Spring 2008 (index) Table 5-9: Adoptive Characteristics of Consumers who Use Coupons for Household Cleaning Products, Spring 2008 (index) Table 5-10: Adoptive Characteristics of Consumers who Use Coupons for Paper Goods, Spring 2008 (index) Beauty and Grooming Products & Drug Products Coupon Redeemer Profile: White Collar Table 5-11: Adoptive Characteristics of Consumers who Use Coupons for Beauty and Grooming Products, Spring 2008 (index) Table 5-12: Adoptive Characteristics of Consumers who Use Coupons for Drug Products, Spring 2008 (index) Beverage Products and Fast Food/Restaurant Coupon Redeemer Profile: Young Table 5-13: Adoptive Characteristics of Consumers who Use Coupons for Beverages, Spring 2008 (index) Table 5-14: Adoptive Characteristics of Consumers who Use Coupons for Fast Food Establishments and Restaurants, Spring 2008 (index) Pet Food Products & Tobacco Products Coupon Redeemer Profile Table 5-15: Adoptive Characteristics of Consumers who Use Coupons for Pet Food Products, Spring 2008 (index) Table 5-16: Adoptive Characteristics of Consumers who Use Coupons for Tobacco Products, Spring 2008 (index)Usage by Coupon Source Used On-Shelf Coupons See Greatest Penetration Table 5-17: Percentage of Consumer Coupon Usage by Coupon Source, 2004- Spring 2008 (percent) Frequency of Use by Coupon Source Table 5-18: Consumer Coupon Frequency of Use by Coupon Source, by Top Percentages, Spring 2008 (percent) Table 5-19: Consumer Coupon Frequency of Use by Coupon Source, by Type, Spring 2008 (percent) Online Couponer Profile Different from Others Table 5-20: Adoptive Characteristics of Consumers who Source Coupons Through Color Leaflets Received by Mail, Spring 2008 (index)
  9. 9. Table 5-21: Adoptive Characteristics of Consumers who Source Coupons Through Other Items Received by Mail, Spring 2008 (index) Table 5-22: Adoptive Characteristics of Consumers who Source Coupons Through Color Leaflets Inserted in Newspapers, Spring 2008 (index) Table 5-23: Adoptive Characteristics of Consumers who Source Coupons Through Other Newspaper Inserts/Advertisements, Spring 2008 (index) Table 5-24: Adoptive Characteristics of Consumers who Source Coupons Through Magazines, Spring 2008 (index) Table 5-25: Adoptive Characteristics of Consumers who Source Coupons In or On Packages, Spring 2008 (index) Table 5-26: Adoptive Characteristics of Consumers who Source Coupons Handed Out In or Near Stores, Spring 2008 (index) Table 5-27: Adoptive Characteristics of Consumers who Source Coupons Through the Internet or Email, Spring 2008 (index)Chapter 6: Looking Ahead Frugality: Economy Teaching a Long-term Lesson A Challenging Time for Marketers Ads Focusing on Value Brands Forced to Shift Strategies Brands Baring Their Fangs High End Markets Don’t Take High End Shopper for Granted Restaurants Feeling the Pinch Coupon Values Increasing Double-Coupon Policy to Get Stricter? Opportunity: Communicating Value and Urgency Shoppers Consumers More Informed Than Ever Table 6-1: Statements Indicating Role as Researcher, Fact-Finder, Planner, Spring 2008 (index) Opportunity: Newspapers Still Dominant Coupon Source, But Internet Growing A Profile of Couponers Who Research on Internet Table 6-2: Percentage of Couponing Consumers Who Agree With the Statement: I Use Internet to Help Plan Shopping Trips, Spring 2008 (percent) Table 6-3: Demographic Characteristics of Couponing Consumers who Agree with the Statement: I Use Internet to Help Plan Shopping Trips, Spring 2008 (index) Internet Main Place for Printable Coupons Digital Coupons to See Increase Use by Majors Valassis Launch of RedPlum.com Vast Array of Coupon Sites Upromise eCoupon Program Bad Economy Good for Coupon Sites Table 6-4: comScore Top 10 Gaining Categories by Percentage Change in Unique U.S. Visitors, May 2008 vs. April 2008 (percent) Which Is More Convenient: Print or Online Coupons? Online Shoppers Still Need Wooing Making the Most of Online
  10. 10. Opportunity: Putting Coupons in Mobile Users Hands Mobile Offering Sees 70% Response Study Shows Interest in Location/Time Based Mobile Coupons Cellfire Partners with Kroger Kimberly-Clark Makes The Call Caribou Coffee Coupon Goes Mobile Opportunity: Word-of-Mouth: Added-Value for Marketers and Consumers Friends Sharing Their Finds Celebrity WOM Winter Holidays Spend Dropping, Coupons Increasing Table 6-5: Holiday Spending, by Occasion, 2004-2008 (in millions of dollars) Holiday Outreach Offers Consumers Fiscal and Emotional Support Opportunity in Demographics Segments Opportunity: Doing the Right Thing through Elderly Outreach Opportunity: Making Coupons Meaningful to Hispanic Populations Opportunity: Partnerships such as Kraft and Campbell Opportunity: Relationships with Non-traditional Retail Partners Opportunity: Make Value Visible, Consumer-Friendly Opportunity: Price Most Important to the Well-Off Opportunity: Younger People and Online CouponsAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2021979US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004

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