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SCHAUMBURG, Ill. - Half of all heads of household are too tired to put much time or effort into evening meal preparation, and nearly two-thirds are constantly looking for faster ways to do household chores, according to the most recent ACNielsen Consumer Pre*View survey of consumer attitudes and behaviors. Such time-pressured sentiments are making convenience-oriented food and cleaning items some of the fastest-growing consumer packaged goods (CPG) products on the market.
ACNielsen research showed that 50 percent of respondents (heads of household age 18 and over) agreed that: "I am so busy and in such a hurry all day that by dinner I'm too worn out to fix a meal that requires much in the way of time or effort." Those most likely to agree with the statement were younger and had somewhat higher incomes.
In addition, 63 percent agreed that: "I'm constantly looking for new ways to get the household chores (like shopping, cooking, cleaning) done faster." Younger households were most likely to agree with the statement.
The fast pace of life is translating into success for products that promise to save people time. Following are six fast-growing convenience-oriented product categories and their volume for the 52-week period ending Nov. 2, 2002. This data comes from the ACNielsen Strategic Planner for the grocery, drug, and mass merchandise (excluding Wal-Mart) channels combined:
-- Shelf-Stable Entrees: $207,620,394 (66 percent growth vs. year ago)
-- Frozen Biscuits/Rolls/Muffins: $205,258,598 (56 percent growth vs. year ago)
-- Pre-moistened Cleaning Towels: $147,400,347 (54 percent growth vs. year ago)
-- Breakfast Bars: $403,528,731 (26 percent growth vs. year ago)
-- Refrigerated Entrees: $1,022,827,039 (20 percent growth vs. year ago)
-- Polishing/Cleaning Cloths: $251,199,784 (16 percent growth vs. year ago)