Saturday, August 01, 2009

Consumers are Hungry for...

..more food choices?

Just when I thought we had enough to choose from:

Consumers Want New Food Products
A recent study conducted by Ipsos Marketing, Consumer Goods, shows that when compared to other sectors, consumer packaged goods (notably, food and beverages, personal products and household products) rate among the lowest in terms of consumer perceptions of innovativeness. And within consumer packaged goods, household and personal products are viewed to be more innovative than food and beverages.

Extremely or Very Innovative CPG Category (% of Global Consumers)


% Saying Innovative

Computer equipment


Electronic media


Cameras & video equipment


Household products




Personal products


Food & Beverage


Financial institutions


Source: Ipsos Marketing, July 2009

However, When specifically asked how willing they would be to try new food, household and personal products, consumers were overwhelmingly interested, as evidenced by top two box scores ranging from 81% to 89%.

Consumers Interested in Trying New (% Global Consumers)

Product Category

% Very or Somewhat Interested



Household products


Personal products


Source: Ipsos Marketing, July 2009

Lauren Demar, CEO of Ipsos Marketing, Global Consumer Goods Sector, says "... (though) consumer packaged goods are viewed to be innovative by less than one-third of global consumers... (with) food and beverages viewed as less innovative than household and personal products... consumers crave new food products the most... " Demar concludes, "A critical step... in product development... is communicating to consumers (availability)... and what differentiates them... "

Findings from a study by Ipsos Marketing, in Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, India, Italy, Japan, Mexico, Poland, Russia, South Korea, Spain, Turkey and the U.S.

For more information, please visit Ipsos Marketing, Consumer Goods, here.

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