CONSUMER COUPON REDEMPTIONS FOUND TO TOP $2B IN FIRST HALF

NEW YORK -- Mid-year reports from two major coupon trackers confirm that consumer redemptions topped $2 billion for the first half of 1995.rising coupon distribution, slipping redemption rates, higher average face values and shorter expiration dates.All that adds up to an increase in coupon dollars redeemed of about 5% compared with the first half of 1994, said Jane Perrin, senior vice president of

NEW YORK -- Mid-year reports from two major coupon trackers confirm that consumer redemptions topped $2 billion for the first half of 1995.

rising coupon distribution, slipping redemption rates, higher average face values and shorter expiration dates.

All that adds up to an increase in coupon dollars redeemed of about 5% compared with the first half of 1994, said Jane Perrin, senior vice president of marketing for NCH. She also called a 5% decline in the redemption rate "encouraging, since last year at this time coupon redemption showed double-digit declines."

CMS figures showed that brand marketers distributed 167 billion coupons in the latest half, or 2% more than in the same period a year ago. So far this year, consumers have redeemed 3.4 billion coupons, down from 1994's 3.5 billion.

Average coupon face values climbed to 67 cents from 61 cents a year ago, NCH reported. Based on its separate data base, CMS found the average climbed from 55 cents to 62 cents in the same two periods. Both firms concluded that this rise in values accounted for the increase in total dollar redemption.