The poll of 1000 consumers revealed that 30% were more active in seeking out promotions than a year ago, and, of this group, 75% cited a rise in food prices and the general cost of living as the underlying reason for the shift in their behaviour.
The research also found that consumers were more receptive to direct mail that could be used to help cut their grocery spend, with 17% saying they would like to receive coupons in the post.
The survey claimed that consumers turn to familiar money-saving methods in times of financial difficulty. During the last recession, in 1991, coupon firm Valassis reported a 60% rise in coupon distribution and a 17% rise in the volume of those redeemed compared with 1990.
The findings of the latest study, which was commissioned by Valassis, are in line with those of a recent survey by ICOM in the US. It found that 67% of US consumers said they intended to use coupons in the light of the economic downturn.
However, despite such a marked increase in the number of consumers seeking out promotions, a report published last year by Valassis found that the number of promotional coupons being issued through direct campaigns in the UK is falling.
Just 58% of coupons were distributed by direct mail, compared with 70% the previous year. It was, however, still the most popular way to distribute paper coupons, followed by magazines, then in-store. The report covered the year to September 2007.
The coupon industry has long used 'buy one, get one free' promotions to entice consumers. Nonetheless, at the end of April the strategy came under threat from EU legislation intended to outlaw the use of the word 'free' unless consumers can receive a product without having to make a purchase.
However, following lobbying from the sales promotion and advertising industry it appears that the UK will be exempt from this restriction.
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