Consumers Look For Value in Grocery

98% of all consumers in 2008 reported buying store brands instead of national brands.
44% of coupon users report that they still find store brands more economical than national brands, even when the national brands have coupon discounts.
In categories where consumers choose among two or three preferred brands (i.e., brand switchers), the average face value required to ensure purchase of the couponed brand was a 35% discount off the retail price of the product (i.e. $0.70 off $2 product).
In categories where consumers are brand loyal (i.e., have only one preferred brand), the average face value needed to entice shoppers was 40% off the retail price (i.e. $0.80 off $2 product).

Changing Consumer Behavior

79% of coupon users believe that by saving money with coupons, they were doing something positive for their budgets