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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