05/20/2012
Minority of Consumers Can Determine New Product Success
Less than 2 percent of U.S. shoppers accounted for 80 percent of volume for a typical top-selling new product, according to research by Catalina Marketing that examined sales of top new products launched in 2010. The research also suggests more than 60 percent of sales came from existing brand buyers, and half of those sales cannibalized existing brand purchases.