Of these, 75% cited a rise in the cost of food and the general cost of living as the main reasons for being more responsive.
Valassis managing director Charles D’Oyly said: “Consumers are welcoming coupons into their homes as a practical and proven solution to the rise in cost of the weekly shop.”
In a recent US survey, 67% of consumers said they intend to use more coupons in the light of the economic downturn.
During the last recession, in 1991, Valassis reported a 17% rise in the number of coupons redeemed.
It is predicting a similar level of growth this year.
The company also said it was aware of a “leading supermarket” that had recently observed a sharp increase in the number of customers entering its stores with shopping lists and calculators.
