US consumers redeemed 1.55 billion coupons for consumer-packaged goods (CPG) in the first half (H1) of 2012, which represents a significant downturn of 11.4% from the same period in 2011, according to a study released [sign-in page] in July 2012 by NCH. This downturn also reverses a three-year growth trend of 2.9% in H1 2011, 7.9% in H1 2010, and 18.9% in H1 2009.
CPG marketers have maintained a relatively steady volume of coupon distribution in H1 2012, with 165 billion coupons distributed, down just 1.2% year-over-year from H1 2011. This is an improvement from H1 2011, which saw a 6.2% decline, but is far below growth rates from H1 2010 (12.7%) and H1 2009 (12.1%). Read the rest at MarketingCharts.