Coupon use is down, but still strong. And the growth area is non-food. According to NCH Marketing's 2013 Year-End Topline Coupon Facts report, the number of coupons issued to consumers for CPG products increased by 3.3% last year to 315 billion coupons distributed. But the total volume redeemed decreased last year by 3.4% to 2.8 billion.
Consumer interest in coupons remained strong, however. A report by NCH Marketing's parent, the 2013 Valassis Shopper Marketing Survey, found that about 81% of consumers reported using coupons regularly last year. Among those who reported using more coupons than the year before, 45.7% said they found that more coupons were available to them.