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Young adults at the heart of Britain’s coupon culture

16 October 2012


  • Over three quarters (78%) of 25-34 year olds have used some sort of money-off solution, when eating out of home in the last month
  • Compared to the national average of 61%

London, [16th October 2012] – Research conducted by Canadean Consumer reveals that consumer out of home eating habits regularly involve a coupon, promotion or other money off solution,. At a time when there is a squeeze on consumer spending, these findings indicate a willingness among consumers to find ways to enjoy small indulgences, without breaking the bank.

The most popular method of saving when eating out is in-situ offers (e.g. 2 for 1 on mains), with 43% of consumers using this method in the last month. In addition, other popular methods include outlet loyalty cards (39%) as well as paper and online vouchers (both 31%). All methods are used most regularly by young adults (25-34 year olds) and least regularly by consumers over the age of 55 years. However, even half of consumers above the age of 55 years have used some form of money saving solution when eating out of home in the last month, hinting that the coupon culture is popular across all parts of the consumer societyage groups.

According to Research Manager Alex Wilman; “With more and more out of home outlets now offering mid-week promotions or online coupons, the preconception perception that money-off a food bill will be reflected in the quality, has become dated. In economically hard times for both consumers and foodservice operators, money-saving offers are common place and even high-end restaurants have pinpointed Britain’s coupon culture as a way of getting consumers through the door.”

“It is no surprise to me that young adults, who tend to eat out more frequently thanks to their busier social lives and fewer dependencies, are leading the way when it comes to securing money-off solutions when eating out of home. Loyalty and eating-out discount cards particularly lend themselves to a younger consumer who eats out more regularlyon a tighter budget”. As well as eating out more frequently, Wilman recognises that “younger consumers are also more in-tune with online trends and phone technology and as a result are far more likely to use e-coupons to save money when eating out”, reflected in these findings.

Young adults at the heart of Britain’s coupon culture

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