Maybe it should have been called the "Most Forgettable New Product Launch Survey" instead of the "Most Memorable"? According to new research conducted by Schneider Associates, Mintel International and Information Resources, 69 percent of consumers surveyed could not name a single new product launched this year.
The new product remembered most often was the Nintendo Wii Fit, which was mentioned by 22 percent in an aided recall question.
According to the study's sponsors, consumers had a lot on their minds this year and perhaps that could explain why so few new products were top of mind.
Lynn Dornblaser, director of trend insight at Mintel, said it has been "a year of distractions, with the average American's attention pulled in many different directions simultaneously. The fervent presidential campaigns and election genuinely excited many voters. But even more, we saw people deeply impacted by the financial crisis. From higher food prices to unemployment to housing scares, economic struggles seriously affected the way many people lived this year."
Char Partelow, senior vice president, panel consulting group at IRI, added, "Because many people can only afford the basics, they're sticking to what they know, products and services that bring them comfort. We found that 'a trusted brand name' ranked as the number one quality respondents looked for when buying new products. Many Americans are simply less interested in 'risking it' on a new product."
The top new items recalled by consumers were:
- Nintendo Wii Fit - 22 percent recall
- iPod Touch - 16 percent
- Bud Light Lime - 15 percent
- McDonald's Southern Style Chicken Biscuit & Sandwich - 14 percent
- Kraft Mac & Cheese Crackers - 13 percent
- KY Yours + Mine Couples Lubricant - 12 percent
- Gatorade G2, Yoplait Fiber One - (Tie) 11 percent
- MacBook Air, Rock Band, Burger King Apple Fries, Neosporin Neo To Go!, Kraft Bagel-fuls - (Tie) eight percent
Discussion Questions: What is your take on the low recall numbers for new products in the "Memorable Products" survey? Is this year's crop of new items less compelling than previous years? What do you make of the number of line extensions in the list?