Stable use over the years
Brochures have remained stable over the period from 2022 to 2026. 97% of consumers use printed brochures at least occasionally, with almost three quarters using them on a weekly basis. These figures have remained at a consistently high level for five years and emphasise that the brochure is not a short-term information medium, but remains firmly anchored in the shopping routine.
However, usage cannot be reduced to individual target groups. Although the intensity increases with age, younger consumers also regularly read brochures. The decisive factor is not so much the generation as the benefit that the leaflet offers. 64% of 18- to 29-year-olds use them on a weekly basis. Even among those who refuse to read advertising, there is a clear differentiation: although around one in five people use an advertising stopper, around half still want selected printed media*.
Hybrid use is becoming the new standard
While print usage has remained stable for years, the combination of print and online brochures continues to gain in importance. 62% of consumers use online brochures at least once a week. 88 % of brochure readers now combine print and digital. This means that hybrid use will reach a new high in 2026. Offers are used flexibly across print and digital, depending on the situation and information requirements.
Orientation and price comparison as a core service
A key reason for the high and stable usage lies in the function of the brochure itself. It provides quick orientation and facilitates direct price comparison. In food retail in particular, consumers specifically turn to brochures to find out about offers. At 40%, it is the most frequently used information channel for discount campaigns.
Leaflet discontinuations and reintroductions characterise perception
Consumers are still aware of changes to the leaflet. Around half of those surveyed have already been affected by the discontinuation of brochures, with more than a third taking a critical view of this step. Comparison of offers suffers in particular. 48% state that it is more difficult to find good offers without a brochure. In addition, retailers without brochures are often perceived as less customer-orientated.
On the other hand, reintroductions send a positive signal. One in five people have already experienced the return of a brochure. More than half rate this decision positively, mainly because offers are easier to discover again. The brochure is therefore not only perceived as an information medium, but also as an expression of customer proximity.
The brochure asserts its strength
The results emphasise that the brochure will remain a key medium for communicating offers in 2026. Print continues to stand for orientation and reliability, while digital formats complement this strength flexibly and depending on the situation. The greatest added value comes from the interaction between the two worlds, which consumers already combine as a matter of course. This is precisely where MEDIA CENTRAL comes in and develops brochure strategies that make this interaction effective in a targeted manner - data-based, relevant and impact-orientated.
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