Coupon usage up in 1987, study shows
A total of 7.15 billion manufacturers' cents-off coupons were redeemed by consumers in 1987, up slightly from the 7.12 billion redeemed in 1986, according to a study by the Manufacturers Coupon Control Center, a unit of Nielsen Clearing House. Coupon redemptions enabled consumers to save $2.84 billion on their purchases in 1987, an increase of 6% over the $2.68 billion saved in 1986. Total coupon distribution increased 6% in 1987 to 215.2 billion from 202.6 billion in 1986. During the past five years, coupon distribution increased 51 % from 142.9 billion in 1983. More than 2,000 companies currently use cents-off coupons as an integral part of their promotional activities. Although the 1987 total represents a leveling off from 1986, overall coupon redemption has grown 29% since 1983 when 5.6 billion coupons were redeemed. Manufacturers Coupon Control Center analysts said the lack of strong growth this year reflects a rapidly maturing industry. After several years of innovative marketing techniques, including using coupons to introduce new products, couponing has achieved a level of penetration that makes significant growth in the immediate future unlikely, the study concluded. Methods of coupon distribution have also been changing. In 1987, free-standing newspaper inserts made up 73% of the total compared to 60% in 1985. Magazine usage shrunk to only 4% in 1987 from 9% in 1985. Traditional newspaper distribution methods were likewise down. One-time, run-of-the-press (ROP) distribution fell to 6% in 1987 from 12% in 1985.
Beverages ordered most often
Beverages are the most frequently purchased take-out food item followed by hamburgers, according to a Better Homes & Gardens consumer panel survey. Thirty-nine percent of the respondents purchased coffee, tea, pop or other take-out beverages three or more times a month. Thirty-two percent bought hamburgers most often, and 31% bought French fries. The most often used condiment? Ketchup.
Food consumption
How much food does the average North American consume each year? About one ton, according to the Ontario Science Center of Canada in its book, "Food-works." That's about 1.25 million calories yearly, or 3,400 calories a day - about 1,000 more calories a day than the average person needs. Breaking that down the amount of yearly food translates into 147 pounds of bread, rolls, oatmeal, rice and the like; 231 pounds of meat, poultry, fish, eggs, dried beans and nuts; 220 pounds of milk products, including three gallons of ice cream; 632 pounds of fruit and vegetables, including 154 pounds of potatoes; and finally, 685 pounds of other stuff, including 156 pounds of soda pop and 88 pounds of sugar.