Adding promotional labels such as money-off coupons to products could prove to be a good move, a new study has suggested.
Research by IGD discovered that 73 per cent of shoppers now look for special offers such as giveaways when buying items like groceries, up from 67 per cent last year.
This was especially the case for parents of under-fives, as 84 per cent of them said promotions are very important when they are choosing what to purchase.
It could suggest that brands may be eager to add booklet labels that are child-friendly to their products, such as colouring panels or mini games.
IGD chief executive Joanne Denney-Finch said: "In the current challenging environment, companies need to focus on investing in innovation and we are starting to see evidence of this."
Earlier in 2011, research carried out by NCH Marketing Services found that 22.6 per cent of all instant, on-pack vouchers are redeemed, the highest rate for any kind of coupon, eMarketer reported.
Denny Bros Ltd, 04 January 2012
