SIX out of ten shoppers (58 per cent) say they are buying more food and groceries on promotion, according to the latest think tank IGD ShopperVista research. This is up from 40 per cent who said the same in 2008.

More than half of them (53 per cent) are now using more money-off coupons and vouchers, while 59 per cent plan to use more of them over the next six months to make savings on their grocery shopping.

It is younger shoppers and those with children who are the most likely to use vouchers: n 75 per cent of 18- to 24-year-olds as opposed to 45 per cent of over 65s n 75 per cent of shoppers with children as opposed to 51 per cent with no children Joanne Denney-Finch, chief executive of IGD, said: “In these tough times, shoppers say promotions are one of the factors helping them decide where to shop – 71 per cent of them tell us they are an important consideration.

“The stigma once associated with using coupons and vouchers is eroding as shoppers seek to secure the best value. Retailers have been actively promoting coupons, which are easy to understand and use and have relatively few restrictions. Vouchers are more targeted now and can help shoppers who have increased their planning before doing their grocery shopping.

“Shoppers are increasingly turning to technology when trying to save money buying their food and groceries. They are using websites on their home computers and even on their mobile phones. Seven out of ten (72 per cent) of shoppers who own a smartphone or tablet, say they would like tailored promotions sent to their phone.

“Food companies should make the most of the increased interest in coupons. Further promotional innovation, such as proximity marketing, could help improve promotional effectiveness.”