JUST 1.5% OF SHOPPERS DECIDE THE SUCCESS OF NEW CPG PROUDUCTS, ACCORDING TO NEW CATALINA REPORT

A new report published by Catalina, the leader in precise consumer-driven marketing, finds that only a tiny fraction of shoppers determine the success of new Consumer Packaged Goods (CPG) product launches. The report explores the purchasing behavior of more than 41 million US consumers and shows that on average, just 1.5 percent, or 1 in 67 shoppers, accounted for 80 percent of volume during a 12-month window following their introduction.

The study, which examined 25 of the top product launches of 2010, also found that for line extensions, 63 percent of sales came from existing brand buyers, of which almost half of those sales cannibalized existing brand purchases.