Middle Britain cashes in as coupon culture becomes the norm

Research released today to celebrate the first anniversary of Sainsbury's Brand Match reveals a huge growth in the UK's coupon culture. Currently 93% of Brits use coupons to save money on their grocery shopping and 30% ofUKadults say they have increased their individual coupon usage in the last year.

With nearly half of the UK (46%) agreeing that coupon-savvy behaviour is now the norm, it appears that money saving shoppers are no longer characterised by those who need to scrimp and save at the till.

Over the last year, full and part time workers have increased their coupon usage the most - by a third (33%) - compared to an increase in usage of only 23% for those who are retired or unemployed.  In fact, it is students who are the least likely to cash in at the till, only 15% use coupons to save money on their weekly shop. 

And as households continue to cash in to get the deal they deserve, Brand Match redemption data shows the extent of middle Britain coupon behaviour, highlighting that it is Brits living in affluent counties Sussex, Kent, Warwick and East Birmingham* who are most likely to redeem a coupon at the checkout.  

It also appears that kids across the country play a big part in coupon collection as households with children are much more likely to regularly use coupons -  40% of households with children use a coupon once a week or more compared to just 26% for households without children.

Since Sainsbury's innovative price matching scheme, Brand Match, launched a year ago, it has issued almost 250 million coupons and currently 11 Brand Match coupons are printed each second in store.  Brand Match uses market leading technology that matches prices against Asda and Tesco on thousands of branded groceries when shoppers spend over £20.  It is the only price match system to give money off coupons at the till, there and then for use at your next shop. 

Mike Coupe, Sainsbury's Group Commercial Director, said:  "It is great to see coupon usage in theUKis now the norm and that people are getting the deals they deserve at the till.  We know our customers are looking for value as well as quality which is why Brand Match has proved a huge success over the last year. 

"Our industry leading technology checks 14,000 branded grocery products every day.  This means we can take the hassle out of bargain hunting by instantly giving customers a money saving coupon if their basket of branded goods would have been cheaper at Asda and Tesco."

Notes to editors

Brand Match overview

• Shoppers simply need to spend £20 or more and buy at least one comparable branded grocery item to benefit from Sainsbury's Brand Match
• Brand Match was launched nationwide in October 2011
• If you could have bought an identical basket of branded goods (same size, flavour, colour etc.) more cheaply in Asda or Tesco, Sainsbury's  will give you a Brand Match coupon at the till for the difference there and then, at the end of that transaction
• The Sainsbury's Brand Match scheme is the only price incentive that gives the difference back to the shopper instantly as a coupon if the comparable branded grocery basket is cheaper at either Asda or Tesco on the same day, up to a maximum of £10: no ifs, no buts, no fuss
• Grocery brands that are on special promotional deals in Asda and Tesco will be included in Sainsbury's Brand Match providing the appropriate number of items are bought (e.g. to match against an Asda or Tesco buy one get one free offer you would need to have two of the same items in your basket at Sainsbury's)
• The industry leading technology behind Sainsbury's Brand Technology reviews the prices of over 14,000 branded grocery products at Tesco and Asda overnight
• Coupons will be valid for 14 days from the issue date
• Sainsbury's Brand Match Coupons are not issued for online orders
• Branded goods are any items that do not include the Sainsbury's name

*The top ten Brand Match redemption regions based on the sum of Brand Match coupons redeemed since Oct 2011 are:

1. Sussex
2. Kent
3. Warwick and East Birmingham
4. South East London and North Kent
5. Hampshire and Dorset
6. Essex and North East London
7. Surrey
8. Berkshire and North Hampshire
9. Suffolk, Norfolk & Cambridgeshire
10. West Midlands?

All other figures, unless otherwise stated, are from YouGov. Total sample size was 2066 adults. Fieldwork was undertaken 5th - 8th October 2012. The survey was carried out online. The figures have been weighted and are representative of allUKadults (aged 18+)