Consumers Redeemed 1 Billion+ Coupons, but Craved More Food Savings

1.45 billion CPG coupons were redeemed during the first half of 2014, according to industry reports. LOZO.com, the free service that finds grocery coupons custom-matched to users’ shopping lists, now reveals its proprietary data on consumer coupon demand, to help marketers plan future offers. LOZO’s “Kayak-style” coupon experience tracks over 400 brand websites and aggregators, allowing shoppers to search and find printable grocery coupons by brand, category and variety.

Jeff Kaplan, CEO of LOZO.com says, “We are seeing huge growth in demand for personalized offers. Savvy shoppers use LOZO to quickly find the coupons for the brands and products they actually plan to buy.”

Using first-party data captured from user behavior, LOZO shares these insights on purchase intent:

Digital coupons outpacing newspapers in savings: NCH Marketing Services Inc. reported digital offer distribution grew 31%, significantly more than other formats. LOZO.com found over 1,400 active digital coupons, more than 10x the number found in a typical FSI.

Consumers underserved with Food coupons. NCH reported that 35% of coupons distributed were for food items. Yet, that’s what consumers want: 80% of the items on LOZO users’ lists are for food.

Most sought-after coupon category is Dairy. Top 5 LOZO searches were milk, cheese, cereal, yogurt & bread. Top brands searched for were Kraft & Tide.

$1.00 off coupons most prevalent. LOZO tracked 40% of digital offers at that value, compared to NCH’s reported average redemption of $1.32. However, $0.50 coupons had the highest percentage clip rate on LOZO.

Healthy coupons in demand and easier to find. LOZO currently lists more than 100 healthy food coupons, and saw increases in searches for produce, “organic” & “gluten-free”.

Seasons influence coupon use. Coupons for traditional BBQs and picnic items—like Heinz®, Coca Cola® and Reddi Whip®--all increased in popularity on LOZO during the summer months.

About LOZO.com: LOZO.com is a free online destination for finding money-saving coupons and advice, and has found more than $25 million in savings for consumers with its free shopping list matching service. LOZO.com has been featured on The Dr. Oz Show, Good Morning America, TLC’s Extreme Couponing & Fox News.