The use of coupons in Brazil was eight times higher during the Covid-19 pandemic, compared to moments before the health crisis.
According to a survey by the company Cuponeria and Morning Consult, one of the largest companies specializing in the coupon market, obtained exclusively by CNN the increase in the use of discount vouchers is related to the country’s economic difficulties – inflationary pressure and high interest rates – together with the change in habits caused by the coronavirus, which forced social isolation and boosted consumption over the internet.
For the elaboration of the study, advanced by the CNN the company analyzed a universe of approximately 52 thousand users of the benefits, between the beginning of 2020 and the end of 2021.
The calculation shows that in this period the coupon segment was responsible for the movement of an amount greater than R$ 180 million.
The economic sectors that benefited most from the use of vouchers in 2021 were the fashion and food segment – which grew approximately 20% during the Covid-19 pandemic, according to survey data.
Millennials use more online discount coupons than Gen Z
Brazilians between 25 and 44 years old, the millennials, are the ones who most use discount coupons on the internet. According to the survey, the group usually takes advantage of the mechanisms of reduction in the price of products more often, when compared to people of generation Z, population between 18 and 24 years old.
The research showed that millennials were responsible for applying 51.5% of coupons and cashback used in Brazil during the Covid-19 pandemic period. The 18 to 24 age group is responsible for using 13.3% of coupons currently, while the 55 and 64 age group accounts for 11.7%.
The elderly, over 65 years old, complete the list, with 5.9% of the Brazilian population using the benefit.
According to the data, the Millennial generation is “most likely to look for alternative financial services and assets. And that can be explained by the fact that this was a generation that faced periods of great economic recession”, points out Cuponeria specialist Lucas Berta.
The survey also highlights the consumption profile of the Brazilian population. According to the data analyzed, Brazilians between 25 and 44 years old consume up to 6 times more hygiene, health and food products, when compared to young people between 18 and 24 years old in Brazil.
For young people, alcoholic beverages are at the top of the purchase list when it comes to using coupons, followed by fast food and electronics.
“Millennials have some reasons to consume more health and food products. This group usually already owns their own home and is financially responsible for the residence. In addition, it is a group that performs more medical consultations than young people”, concluded Lucas Berta.
Source: CNN Brasil
