Table 2.
Adjusted coupon redemption elasticity at the food category level
| 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 |
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
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