Livonia , Mich. - Valassis, one of the nation's leading media and marketing services companies, announced today that coupon distribution and redemption continued to increase significantly in the first quarter of 2010. This increase builds on record-setting growth announced for 2009. These findings were revealed as part of a Coupon Market Quarterly Update recently released by NCH Marketing Services, Inc., a Valassis company.

Consumer Packaged Goods (CPG) coupon distribution in the United States grew 14.1% in the first quarter of 2010 compared to the same period a year ago (approximately 10% without the timing effect of pre-Easter holiday promotions in the first quarter of 2010). In total, 89 billion coupons were distributed, outpacing the average quarterly volume in 2009 by an incremental 11 billion coupons offered to consumers.

Similarly, redemption increased by 9.7% compared to the first quarter of 2009. Consumers redeemed 850 million coupons in the first quarter of 2010. The sustained growth in coupon redemption volume produced the sixth consecutive quarter reflecting increased usage.

"It's clear that consumers continue to feel the effects of the recession," said Charlie Brown, NCH Vice President of Marketing. "It is influencing the way they shop, and it has contributed to making coupons an even more integral part of consumers' buying decisions."

Brown also said that while many economists are pointing to positive indications of economic improvement and some have even said they believe the recession ended months ago, the coupon marketplace trend indicates that marketers aren't taking any chances with their need to deliver results.

"Two primary drivers will impact the year ahead for coupons – marketers and consumers," said Suzie Brown, Valassis Chief Marketing Officer. "A change in the consumer mindset toward value is clear and evidenced by the increased redemption rates and the numerous studies focusing on shopping behaviors. Marketers are taking note of this phenomenon as they continue to appeal to the savvy shopper who has come to expect great deals. C onsumers are now routinely making their shopping decisions with coupons."