Booklet labels containing vouchers and other promotions may be used more by brands aiming to sell things like wine, cat food and shampoo.

According to a poll carried out by Hypermedia, this kind of item is a 'stop and think' purchase for people in supermarkets and they may take up to three minutes deciding which one to buy, TVNZ reports.

However, incentives such as piggyback labels could also be put to use in other areas of stores, as the study found that shoppers lose concentration as they work through the aisles.

Wayne Simeon of Hypermedia told TV ONE's Breakfast show there is a whole science to purchasing - and retailers may want to capitalise on the fact that 31 per cent of buys are done on impulse using promotional labels.

Last month, Valassis market research found that 61 per cent of consumers polled make use of coupons, some of which may come from promotional labels.

Denny Bros Ltd, 10 June 2011