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Table 2 Adjusted coupon redemption elasticity at the food category level

From: Targeted retail coupons influence category-level food purchases over 2-years

Food Categoryb

Average quantity per unit

%ΔQ

aSticker price per unit

Discount per unit

% ΔP when coupon applied

% purchases using coupon

Adjusted % ΔP

Elasticity

Less Healthful Food

 Added fat

0.22

55%

2.08

−0.78

38%

56%

21%

−2.59

 Convenience Foods

3.99

44%

2.24

−0.91

41%

51%

21%

−2.10

 Refined Grains

1.69

44%

1.98

−0.94

48%

58%

28%

−1.58

 Dairy excluding milk

1.52

45%

1.84

−0.86

47%

62%

29%

−1.54

 Other added sugar

1.18

35%

2.34

−1.11

47%

57%

27%

−1.32

 SSB

1.37

48%

1.62

−0.85

53%

70%

37%

−1.30

More Healthful Food

 Fruit

1.23

45%

2.12

−0.85

40%

40%

16%

−2.81

 Whole grains

0.95

50%

3.08

−1.06

34%

57%

19%

−2.56

 Nuts

2.20

44%

2.80

−1.02

36%

62%

22%

−1.97

 Non-SSB

2.08

46%

1.65

−0.89

54%

45%

24%

−1.87

 Meat poultry and fish

0.12

48%

2.12

−0.93

44%

64%

28%

−1.71

 Vegetables

0.17

51%

1.43

−0.99

69%

72%

50%

−1.02

  1. aPrices for the food items were discounted from the list price from 3 sources: a loyalty card discount extended to loyalty cardholders, a manufacturer’s coupon paid to the retailer by the manufacturer’s margin, and a retailer match coupon paid out of the retailer’s margin
  2. bFood categories are grouped from 52 USDA’S Quarterly Food categories including Fresh/frozen fruits; Canned fruits, Fresh/Frozen dark green vegetables; Fruit juice; Canned dark green vegetables; Fresh/Frozen orange vegetables; Canned orange vegetables; Fresh/Frozen starchy vegetables; Canned starchy vegetables; Fresh/Frozen select nutrient vegetables; Canned select nutrients vegetables; Fresh/Frozen other vegetables; Canned other vegetables; Frozen/Dried Legumes; Canned Legumes; Whole grain bread, rolls, rice, pasta, cereal; Whole grain flour and mixes; Whole grain frozen/ready to cook; Other bread, rolls, rice, pasta, cereal, other flour and mixes; Other frozen/ready to cook grains; Low fat milk; Low fat cheese; Low fat yogurt & other dairy; Regular fat milk; Regular fat cheese; Regular fat yogurt & other dairy; Fresh/frozen low fat meat; Fresh/frozen regular fat meat; Canned meat; Fresh/frozen poultry; Canned poultry; Fresh/frozen fish; Canned fish; Raw nuts and seeds; Processed nuts, seeds and nut butters; Eggs, oils, solid fats, raw sugars; Non-alcoholic non-diet carbonated beverages; Non-carbonated caloric beverages; Water, Ice cream and frozen desserts; Baked good mixes; Packaged sweets/baked goods; Bakery items, ready to eat; Frozen entrees and sides; Canned soups, sauces, prepared foods; Packaged snacks; Ready to cook meals and sides; Ready to eat deli items (hot and cold); Non-alcoholic diet carbonated beverages; Unsweetened coffee and tea