Neilsen: Customers in Developing Markets More Inclined to Try New Products

Globally, more than six-in-ten respondents (63%) say they like when manufacturers offer new products, and more than half (57%) say they purchased a new product during their last grocery shopping trip. But while consumers across the globe are enthusiastic about new products, their purchasing patterns vary widely. In fact, the Nielsen Global New Product Innovation Survey found that respondents in developing markets are both more inclined to try new products, and lead the way in self-reported purchasing. More than half of respondents in Asia-Pacific (69%), Africa/Middle East (57%) and Latin America (56%) say they purchased a new product during their last grocery-shopping trip, compared with 44% of European and 31% of North American respondents.

The survey classified adopters into three groups: early adopters (the first to purchase new products); mainstream consumers (adopt new products at the same time as the majority of their peers); and late breakers (among the last to purchase). We found that out of 11 markets with the highest percentage of early adopters, nine are developing countries.

Read the full story at Neilsen.com.