CONSUMER BEHAVIOUR: Canadian Shoppers Click and Clip Their Way to Savings

A news release from Nielsen Media Research Canada reveals that Canadians are looking to get more value for their money by clipping coupons and seeking out deals online. Retailers should rev-up their online presences by offering online-only incentives to increase return business.

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Coupons and on-line bargains capture cost-conscious Canadian consumers

Markham, Ontario, December 11, 2009: Although economic recovery finally seems to be taking root, consumers remain cautious when it comes to spending their money. According to Nielsen, Canadians are seeking to get more for their money by clipping coupons, and, increasingly, taking advantage of deals found online.

Fifty four percent of Canadian consumers say they are motivated by coupons (Nielsen PanelViews Shopper Opinions Survey 2008) and this is showing itself at the checkout counter. Coupon use in the fast moving consumer goods (FMCG) industry has gone up for the past three years running. In 2007, 2.7% of units sold included coupon use, in 2008, this had risen to 3.3% (+19% change) and by the end of the third quarter of 2009, the figure was up to 4.0% (+20% change). (Nielsen Homescan Market Summary, National All Channels, 52 weeks to September 26, 2009)

Younger shoppers are increasingly turning to the internet to delve out deals. Twenty three percent (+5) of respondents to the 2008 survey, and 41% of shoppers under 35 years old, indicated they view store flyers online.

What deals are being taken advantage of? Air fresheners top the list of FMCG categories consumers use coupons for. Other categories seeing a significant boost in coupon redemption include canned soup, pet food, vitamins, yogurt, pasta sauce, ready-to-eat cereal and hair styling products.

“At the beginning of the downturn, consumers had indicated that in tough times, they were willing to forego purchasing certain items,” says Carman Allison, Director, Marketing Communications, Nielsen Canada. “Instead what we’re seeing is that they are still buying, but creatively looking for ways to stretch their shopping dollar.”

When asked by Nielsen, 34% of Canadian consumers indicated that in order to spend less during the recovery, they would only buy when on sale. Using coupons came in a close second with 33% indicating this would be their approach. Other savings techniques includes switching stores (31%), stocking up when on promotion (28%) switching to store brands (28%) and shopping more at discounters (20%). (Nielsen PanelViews Economic Consumer Segmentation August 2009)

Most Canadians envision these behaviours will remain even once the economy recovers. When asked by Nielsen in October, almost half (49%) of consumers who had reduced their spending said they will continue to spend less. Thirty six percent believe they will increase their spend, but only 15% say their spending will return to pre-recession levels.

Source: Nielsen Canada