I am so tired of people who say all coupons are for junk!
Really, there are plenty that ARE. But, just this week I've used coupons for:
milk
eggs
bread
cheese
Greek yogurt
butter
olive oil
flour
sugar
peanut butter
razor blades
Zyrtec
Advil
Ziploc bags
foil
deodorant
shampoo
toothpaste
cat food
litter
bleach
cereal
Well we're not the norm, since we're a family of 2 (mom and dd14).
I only buy milk by the half gallon. Love some egg coupons, but I've never seen the only brand offered sold at my most used store. We only buy one type of bread, white bread with extra fiber, never seen coupons for it. Butter I can find store brands on sale for 1.99/lb. Only buy cheese from the deli. Don't buy olive oil frequently (maybe 2x/year), and can find it on sale at my grocery for $$ off, so it's not worth keeping a coupon for. Same with flour and sugar. Peanut butter, razor blades, zyrtec (generic), advil (generic), and ziplock bags all come from Costco. I had a $2 off coupon for Venus Embrace refills, but after sale price plus coupon at CVS, it was still less expensive to buy at Costco. Don't have a cat, and my dog has to eat an alternative protein (that would be the flavor of the brand that is always excluded from sales at the pet store

). Foil. Hmmm, I think I buy that maybe once or twice a year. (We moved last May, and I'm pretty sure I'm still on the roll that I moved.) Deoderant - well, there are coupons, but generally for $.25 off. Shampoo and toothpaste, we're pretty picky, but still only purchase very infrequently. And we don't eat much cereal.
I think that most of the benefit from coupons comes from having a large family. You can try different brands because someone will probably eat it/use it. When there are only two of you, why would I buy something I don't know if we're going to eat it or not? I find it easier to stick with products that we have a history with. We're just not major consumers. Not just of food, but also of cleaning products, health/beauty stuff, etc.
I think it's great that people can save a lot of money by couponing. But that means that they're buying a lot. Sure, they probably need it. But like someone said here, 35cents off Tide when I only buy it twice a year isn't enough to rock my socks. And if I'm only buying bleach once or twice a year, it's just not that important to me whether I pay $.39 or $1.59.