EXECUTIVE SUMMARY

Survey Objectives This survey was designed to: Identify most memorable new products of 2008 among 50 new products selected by Schneider Associates, Mintel and IRI Inc. Measure new product awareness and purchase Identify where consumers obtain new product information Identify trends that influence purchase behavior

This survey was designed to:

Identify most memorable new products of 2008 among 50 new products selected by Schneider Associates, Mintel and IRI Inc.

Measure new product awareness and purchase

Identify where consumers obtain new product information

Identify trends that influence purchase behavior

Survey Methodology Conducted an online survey of 1,000 respondents aged 18+ who are primary household shoppers in one of the following categories: Grocery Personal and beauty care shopping Technology Toys Final respondent count was census-balanced based on the following demographic markers: Gender Age Income Geographic region Conducted in September 2008

Conducted an online survey of 1,000 respondents aged 18+ who are primary household shoppers in one of the following categories:

Grocery

Personal and beauty care shopping

Technology

Toys

Final respondent count was census-balanced based on the following demographic markers:

Gender

Age

Income

Geographic region

Conducted in September 2008

Ten Most Memorable New Products of 2008 (Aided Recall) Nintendo Wii Fit iPod Touch Bud Light Lime McDonald’s Southern Style Chicken Biscuit & Sandwich Kraft Mac & Cheese Crackers KY Yours + Mine Couples Lubricant Gatorade G2 7. Yoplait Fiber One 9. MacBook Air 9. Rock Band 9. Burger King Apple Fries 9. Neosporin Neo To Go! 9. Kraft Bagel-fuls

Nintendo Wii Fit

iPod Touch

Bud Light Lime

McDonald’s Southern Style Chicken Biscuit & Sandwich

Kraft Mac & Cheese Crackers

KY Yours + Mine Couples Lubricant

Gatorade G2

7. Yoplait Fiber One

9. MacBook Air

9. Rock Band

9. Burger King Apple Fries

9. Neosporin Neo To Go!

9. Kraft Bagel-fuls

69% 41% 35% 69% of survey respondents could not remember a single new product launched in 2008.

69% of survey respondents could not remember a single new product launched in 2008.

96% of respondents could not name a single new product from the top 50 new product launch list complied by Schneider Associates, Mintel and IRI. 96% 77% 81% 57% 56% 50% 33%

96% of respondents could not name a single new product from the top 50 new product launch list complied by Schneider Associates, Mintel and IRI.

Top 10 Sources of New Product Information Consumers most often used TV-based communication to learn about new products. However, in-store displays/signage also seem to play an important role in the communication process.

Consumers most often used TV-based communication to learn about new products.

However, in-store displays/signage also seem to play an important role in the communication process.

New Product Attribute Influence Brand name is the most influential attribute for consumers buying a new product. For food and beverage products, no trans fat and functional health benefits are very important—especially for women. Products that were made locally or were environmentally-friendly scored high across the board, showing that consumers pay attention to where their purchases come from and their impact on the world. #1

Brand name is the most influential attribute for consumers buying a new product.

For food and beverage products, no trans fat and functional health benefits are very important—especially for women.

Products that were made locally or were environmentally-friendly scored high across the board, showing that consumers pay attention to where their purchases come from and their impact on the world.

New Product Early Adopters The new product category plays a role in what percentage of consumers are early adopters. Age and gender clearly play a role in the likelihood of a consumer being an early adopter. Women are more likely to be early adopters in the grocery and personal and beauty care product categories. Men and consumers under 45 are more likely to be technology early adopters.

The new product category plays a role in what percentage of consumers are early adopters.

Age and gender clearly play a role in the likelihood of a consumer being an early adopter.

Women are more likely to be early adopters in the grocery and personal and beauty care product categories.

Men and consumers under 45 are more likely to be technology early adopters.