The majority of shoppers are buying more of their groceries on promotion while the “stigma associated with coupons is eroding”, according to the latest IGD ShopperVista research.

Six out of ten shoppers say they are buying more of their products on promotion, up from 40% who said the same in 2008.

Over half of them are now using more money-off coupons and vouchers, while 59% plan to use more of them over the next six months to make savings on their grocery shopping.

The research showed younger shoppers and those with children who are the most likely to use vouchers. Some 75%of 18 to 24-year-olds use them while 45% of over 65s use coupons. There is also a bias towards shoppers who have children using the promotional mechanic.

IGD chief executive Joanne Denney-Finch said: “In these tough times, shoppers say promotions are one of the factors helping them decide where to shop: 71% of them tell us they are an important consideration.

“The stigma once associated with using coupons and vouchers is eroding as shoppers tell us they are using this type of promotion more as they seek to secure the best value. Retailers have been actively promoting coupons, which are easy to understand and use and have relatively few restrictions.

“Vouchers are more targeted now and can help shoppers, who have increased their planning before doing their grocery shopping.”

Seven out of ten (72% of) shoppers who own a smartphone or tablet, say they would like tailored promotions sent to their phone, the research showed.

Denney-Finch added: “Food companies can make the most of the increased interest in coupons. Further promotional innovation, such as proximity marketing, could help improve promotional effectiveness.”