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Coupon Fact Sheet for the Year 2006 - Coupon Use in Canada
  • Consumer packaged good manufacturers distributed 3.6 billion coupons to Canadian households.
  • Canadian consumers redeemed 100 million coupons
  • As a result of redeeming these coupons, Canadian consumers saved $134 million on the costs of groceries and personal care products they bought in supermarkets, drug stores and mass merchandisers.
  • The average face value of each coupon that was distributed to Canadian consumers was $2.02. This is 18¢ higher than the average value in 2004.
  • The average face value of each coupon that Canadian consumers redeemed was $1.35, or 6¢ higher than in 2005.
  • Each coupon was valid for 175 days or approximately 5.8 months.  While a few coupon offers had shorter or longer valid periods, most coupons expired one to eighteen months after they were issued.
  • Coupon usage in Canadian Households has been remarkably stable for the last 10 years.  The key grocery shoppers in most households used at least one coupon in the past year.  The most recent ACNielsen(tm) survey of their Homescan(tm) panel (2004) found that among key grocery shoppers:
    • 28% had used a coupon or coupons within the past week
    • 60% had used a coupon or coupons within the past month
    • 72% had used a coupon or coupons within the past three months
    • 83% had used a coupon or coupons within the past year.
    • On average each Canadian household redeemed 8.5 coupons in 2005.
  • The key grocery shopper is more likely to use coupons, if he/she lives in a household in which:
    • There are children under the age of 18
    • There are three or more members
    • The head of the household is between 30 and 55 years of age
    • The household income is between $20 and $50 thousand/year
    • The language spoken at home is French
    • There is a male and a female head of household.
  • In more than half of all Canadian households, coupons influence brand purchase decisions.
  • Key grocery shoppers who live in Quebec are also much more likely to use coupons.
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