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EXECUTIVE SUMMARY

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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

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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

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Ten Most Memorable New Products of 2008 (Aided Recall)

1. Nintendo Wii Fit

2. iPod Touch

3. Bud Light Lime

4. McDonald’s Southern Style Chicken Biscuit & Sandwich

5. Kraft Mac & Cheese Crackers

6. KY Yours + Mine Couples Lubricant

7. 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

5

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

2006 2007 2008

Did not recall any new product

69%

41%

35%

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

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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%

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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.

% of respondentsAll

n = 1,000Male

n = 490Femalen = 510

TV commercials 72 70 74Saw product mentioned on TV 49 50 48In-store displays/signage at shelf 35 33 36Magazine ads 31 28 33Online advertisements 27 29 25Recommended by family and friends 23 23 23Received a coupon 20 18 23Free samples 18 15 21Articles or product reviews in magazines or newspapers 18 20 16E-mail 17 19 15

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New Product Attribute Influence

% of respondents, summary of top 2 boxAll

n = 1,000Male

n = 490Femalen =510

Trusted brand name 70 69 71Food or beverage products have no trans fats 50 44 56Made in the US labeling 48 47 50Food or beverage products have functional benefits, e.g. digestivehealth benefits, anti-aging beauty benefits, or cardiovascular health benefits 48 46 50Product is environmentally friendly 47 45 50Product is made locally 44 42 45Food and beverage products are enriched with added vitamins and minerals 41 39 42Food or beverage product offers weight management benefits 38 34 42Country of origin 33 35 32Product is socially responsible, e.g. ethically-sourced, profits donated to charity 32 32 33Type of packaging, e.g. child-resistant, easy-to-open 30 29 32Organic ingredients 30 30 29In-store television ads and programming 20 19 21

#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.

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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.

% of respondents Total Male Female 18-24 25-34 35-44 45-54 55-64 65+Grocery early adopter 27 23 32 22 32 29 30 29 21Technology early adopters 22 32 13 36 35 28 18 12 5Personal & beauty care early adopters 16 10 21 14 22 22 12 14 9Toy product early adopters 10 11 9 11 14 16 9 4 4