The food sector confirms itself as the sector in which the greatest number of discount coupons is used, with 50.2% of all coupons distributed and recording a growth of 15.8% compared to 2022, when they were 43.4% of the total.
This is what emerges from the study 'The couponing market in Italy in 2023' by Savi, a marketing technology company leader in the management of services linked to the use of discount coupons and data analysis in the large-scale retail market and beyond.
Among the most purchased food goods, packaged products have surpassed drinks, with 25.8% of the total compared to the 25.5% recorded by the beverage sector.
In the special ranking we then find, respectively, milk and derivatives (15.8%) and sweets (15.5%).
Coupons for baked goods and condiments were used by 7% and 6.2% of the total respectively, while frozen foods stood at a share of 4.1%.
The analysis records that overall 2023 also saw growth in the use of digital discount coupons, which increased by 45% in just one year, bringing this purchasing solution to reach 14.5% of the total transactions at the checkout.
2023 ended with 278.2 million discount vouchers distributed throughout the national territory, recording an 11% growth compared to 2022. The overall volume of the sector thus reached 411.8 million euros, with an increase of 18 % compared to the previous year and an average value per single voucher of €1.48 (+6% compared to 2022).
In the first months of 2024, over 71 million vouchers have already been distributed for a total value of 109 million euros.
The research was conducted on the basis of data generated by over 38,000 retailers which include large-scale retail chains, drugstores, specialists and pharmacies (discounters are excluded) and represent almost all the companies in the sector in Italy.
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