retail news in context, analysis with attitude

A new report from Catalina suggests that "only a tiny fraction of shoppers" - 1.5 percent - "determine the success of new Consumer Packaged Goods (CPG) product launches."

According to the study, the report "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."
KC's View:
Sound sort of like the television ratings system, which I've always believed consists of seven families in Omaha keeping track of what they watch.