Post-teenage consumers of Consumer Packaged Goods (CPGs) are ultimately demanding something more than the coolness factor. Research indicates that 75% of European consumers and 59% of US consumers disagree with buying CPGs solely based on their coolness. Coolness does have some influence, but only 25% of European respondents agreed that they buy food, drink and personal care items to help construct a cool identity.

Consumers’ response to whether they buy CPGs to help them construct a ‘cool identity’, 2003 (%)

Source: Datamonitor, “Coolness and Consumer Packaged Goods 2003” (DMCM0851)