Consumers saved $3.6 billion from redeeming consumer packaged goods (CPG) coupons last year, up 2.9% from $3.5 billion the year before, according to NCH Marketing.
The increase came despite fewer coupons being distributed, — 310 billion last year, down from 315 billion in 2013.
Even so, distribution of coupons for non-food products grew year-over-year, and represented two-thirds of total distribution volume.
Average face value offered increased for both food ($1.06) and non-food ($2.05) coupons, though redemptions increased only for non-food coupons (by 11.4% to 1.2225 billion).
Free-standing inserts remain the dominant distribution media (92.2% share), while accounting for slightly less than half (48.8%) of redemptions.
Digital paperless coupons comprised 4% of redemptions, up from 3.1% in 2013 and 1.3% the year prior.