Know Your New Product Consumers
Exclusive research shows when, where and why consumers choose new products
Do you know what type of new beverage consumers are most likely to try? Do you know where they are most likely to pick those products up? Do you know why?
Even more overwhelming, 90.6 percent of those surveyed said they would recommend a new beverage product they liked to a friend or family member. And just confirming the influence one person’s opinion can have on another, 57.6 percent said they were likely to try a new drink if restaurant wait staff or servers go out of their way to suggest it.
“The soft drink industry is training people to seek out new products,” Vierhile says. “Even the big guys are coming out with limited-edition flavors, and consumers are beginning to see there is more flavor activity going on in the category. Whether that really nets anybody any sales gains is another thing, but it is teaching consumers to seek out and try new products. It’s also trying to create some excitement there.”
While the assumption often is that convenience stores offer the best venue for new product trial due to the location’s selection of single-serve sizes and grab-and-go convenience, the impact of grocery stores shouldn’t be discounted. The advantage that grocery stores offer to new products is the frequency that shoppers stop at the locations. Consumers could potentially be exposed to a new product every week during their routine grocery shopping trip.
When asked how likely new product consumers were to purchase a new beverage product this year compared to last year, 53.2 percent said they were somewhat more likely, 39 percent said they were very apt to do so and 7.4 percent said they were not as likely.
But 63.2 percent of consumers who had already sampled a new beverage said they would be more likely to purchase it, placing sampling slightly higher than a friend’s recommendation. More than 53 percent of those surveyed said they would be more likely to buy a new beverage because they saw it on display in a store, and 36.4 said they were more likely to purchase the new drink if they saw it advertised on television.
|• Sugar-free/No sugar added||38.2%|
|• All natural||34.8%|
|• Exotic flavor||34.6%|
|• No high fructose corn syrup||30.4%|
|• Vitamin fortified||30.2%|
|• Contained Antioxidants||29.2%|
|• Helped with weight loss||28.6%|
|• Energy enhancing||25.8%|
|• Calcium fortified||22.0%|
|• Electrolyte replenishing||19.6%|
|• Rich in fiber||16.4%|
|• Protein fortified||15.6%|
|• None of the above||13.6%|
|• Fair trade||10.6%|
|• Higher alcohol content||10.6%|
|• Offered beauty benefits||0.7%|
|• Lower alcohol content||0.4%|
A surprise from this survey is that concern about sugar ranked as high as it does, including consumers’ negative perception of high fructose corn syrup, Vierhile says. “You kind of wonder if people are saying this because they think they should or because they really mean it,” he says.