TABLE OF CONTENTS

TABLE 001 Q1a. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Superpremium ice cream (like Haagen-Dazs or Ben and Jerry's)
TABLE 002 Q1b. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Premium ice cream (like Breyer's or Dreyer's or Edy's)
TABLE 003 Q1c. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Store brand ice cream
TABLE 004 Q2a. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Store brand - regular ice cream
TABLE 005 Q2b. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Full fat premium ice cream
TABLE 006 Q2c. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Full fat superpremium ice cream
TABLE 007 Q2d. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Ice cream with reduced fat content
TABLE 008 Q2e. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Frozen yogurt
TABLE 009 Q2f. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Sorbet
TABLE 010 Q3. You may have heard the term 'light ice cream'. How likely are you to purchase light ice cream, in general?
TABLE 011 Q4. Which one of the following definitions best matches what the term 'light ice cream' means to you personally?
TABLE 012 Q5. If 'light ice cream' is defined as having less fat than regular ice cream, what percentage less would you personally expect it to have?
TABLE 013 Q6TT. Light Ice Cream Ranked Top 2 Box Summary
Base: Total Respondents
TABLE 014 Q6a. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream tastes as good as regular ice cream
TABLE 015 Q6b. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is as satisfying as regular ice cream
TABLE 016 Q6c. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream does not have a creamy texture
TABLE 017 Q6d. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream isn't as high quality as regular ice cream
TABLE 018 Q6e. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is made with artificial ingredients
TABLE 019 Q6f. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is not a special treat
TABLE 020 Q6g. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. I eat light ice cream so I can eat more of it
TABLE 021 Q6h. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream is an indulgent treat
TABLE 022 Q6i. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. When I eat light ice cream I feel less guilty
TABLE 023 Q6j. Please indicate the extent to which you personally agree or disagree with each statement about light ice cream. Light ice cream just doesn't taste good
TABLE 024 Q7a. Which one of the following statements about light ice cream do you agree with the most?
TABLE 025 Q7b. Which one of the following statements about light ice cream do you agree with the least?
TABLE 026 Q8a. How many of each of the following types of people currently live in your home? Adult males 18+
TABLE 027 Q8b. How many of each of the following types of people currently live in your home? Adult females 18+
TABLE 028 Q8c. How many of each of the following types of people currently live in your home? Teens 13-17
TABLE 029 Q8d. How many of each of the following types of people currently live in your home? Kids 6-12
TABLE 030 Q8e. How many of each of the following types of people currently live in your home? Kids 0-5
TABLE 031 Q9. Which of the following categories best describes your ethnic background?
TABLE 032 Q10. What is your current employment status?
TABLE 033 Q11. Which of the following categories best describes your total annual household income before taxes?
Tables prepared by Computers for Marketing Corp.
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TABLE 001

 
Q1a. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Superpremium ice cream (like Haagen-Dazs or Ben and Jerry's)

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320
  % % % % % % % % % % % %
    (B) (C) (D) (E) (F) (G) (H) (I) (J)    
Any Response 1000 975 974 976 944 953 259 248 251 242 680 320
  100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
                       
None 70 69 67 68 68 68 20 14 17 19 69 1
  7.0% 7.1% 6.9% 7.0% 7.2% 7.1% 7.7% 5.6% 6.8% 7.9% 10.1% 0.3%
1-2 310 303 302 304 278 296 67 86 75 82 198 112
  31.0% 31.1% 31.0% 31.1% 29.4% 31.1% 25.9% 34.7% 29.9% 33.9% 29.1% 35.0%
    E E E   E   G   G    
3-4 140 135 137 138 135 133 44 38 27 31 68 72
  14.0% 13.8% 14.1% 14.1% 14.3% 14.0% 17.0% 15.3% 10.8% 12.8% 10.0% 22.5%
              I          
5-6 250 245 245 245 242 237 63 56 74 57 207 43
  25.0% 25.1% 25.2% 25.1% 25.6% 24.9% 24.3% 22.6% 29.5% 23.6% 30.4% 13.4%
          F       H      
7-8 200 195 194 192 193 190 59 49 51 41 109 91
  20.0% 20.0% 19.9% 19.7% 20.4% 19.9% 22.8% 19.8% 20.3% 16.9% 16.0% 28.4%
          D              
9-10 30 28 29 29 28 29 6 5 7 12 29 1
  3.0% 2.9% 3.0% 3.0% 3.0% 3.0% 2.3% 2.0% 2.8% 5.0% 4.3% 0.3%
                    H    
MEAN 3.99 3.98 3.99 3.98 4.05 3.98 4.10 3.84 4.14 3.87 3.94 4.09
          BCDF              
STANDARD DEVIATION 2.76 2.76 2.76 2.76 2.76 2.76 2.74 2.69 2.75 2.88 2.73 2.83
STANDARD ERROR 0.09 0.09 0.09 0.09 0.09 0.09 0.17 0.17 0.17 0.18 0.10 0.16
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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TABLE 002

 
Q1b. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Premium ice cream (like Breyer's or Dreyer's or Edy's)

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320
  % % % % % % % % % % % %
    (B) (C) (D) (E) (F) (G) (H) (I) (J)    
Any Response 1000 975 974 976 944 953 259 248 251 242 680 320
  100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
                       
None 30 28 29 29 28 29 6 5 7 12 29 1
  3.0% 2.9% 3.0% 3.0% 3.0% 3.0% 2.3% 2.0% 2.8% 5.0% 4.3% 0.3%
                    H    
1-2 400 390 389 386 369 385 107 100 101 92 283 117
  40.0% 40.0% 39.9% 39.5% 39.1% 40.4% 41.3% 40.3% 40.2% 38.0% 41.6% 36.6%
    E E     DE            
3-4 400 388 391 394 381 377 96 100 106 98 299 101
  40.0% 39.8% 40.1% 40.4% 40.4% 39.6% 37.1% 40.3% 42.2% 40.5% 44.0% 31.6%
        F                
5-6 100 100 98 99 98 94 30 29 20 21 - 100
  10.0% 10.3% 10.1% 10.1% 10.4% 9.9% 11.6% 11.7% 8.0% 8.7%   31.3%
          F              
9-10 70 69 67 68 68 68 20 14 17 19 69 1
  7.0% 7.1% 6.9% 7.0% 7.2% 7.1% 7.7% 5.6% 6.8% 7.9% 10.1% 0.3%
MEAN 3.40 3.42 3.40 3.41 3.43 3.40 3.46 3.37 3.35 3.43 3.36 3.48
STANDARD DEVIATION 2.29 2.29 2.27 2.28 2.31 2.29 2.39 2.14 2.24 2.38 2.43 1.95
STANDARD ERROR 0.07 0.07 0.07 0.07 0.08 0.07 0.15 0.14 0.14 0.15 0.09 0.11
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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TABLE 003

 
Q1c. Out of every ten containers of ice cream, frozen yogurt or sorbet purchases you make, about how many fall into each of the following categories? Store brand ice cream

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320
  % % % % % % % % % % % %
    (B) (C) (D) (E) (F) (G) (H) (I) (J)    
Any Response 1000 975 974 976 944 953 259 248 251 242 680 320
  100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
                       
None 190 186 186 185 185 184 43 45 50 52 168 22
  19.0% 19.1% 19.1% 19.0% 19.6% 19.3% 16.6% 18.1% 19.9% 21.5% 24.7% 6.9%
1-2 430 421 417 419 414 405 130 96 112 92 246 184
  43.0% 43.2% 42.8% 42.9% 43.9% 42.5% 50.2% 38.7% 44.6% 38.0% 36.2% 57.5%
          CDF   HJ          
3-4 110 104 109 108 100 108 26 34 25 25 92 18
  11.0% 10.7% 11.2% 11.1% 10.6% 11.3% 10.0% 13.7% 10.0% 10.3% 13.5% 5.6%
      BE     BE            
5-6 170 167 163 167 165 159 38 46 40 46 88 82
  17.0% 17.1% 16.7% 17.1% 17.5% 16.7% 14.7% 18.5% 15.9% 19.0% 12.9% 25.6%
          CF              
7-8 100 97 99 97 80 97 22 27 24 27 86 14
  10.0% 9.9% 10.2% 9.9% 8.5% 10.2% 8.5% 10.9% 9.6% 11.2% 12.6% 4.4%
    E E E   E            
MEAN 2.61 2.60 2.61 2.61 2.52 2.61 2.44 2.79 2.52 2.71 2.69 2.43
    E E E   E   G        
STANDARD DEVIATION 2.37 2.37 2.37 2.37 2.32 2.38 2.26 2.42 2.34 2.46 2.51 2.05
STANDARD ERROR 0.07 0.08 0.08 0.08 0.08 0.08 0.14 0.15 0.15 0.16 0.10 0.11
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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TABLE 004

 
Q2a. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Store brand - regular ice cream

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320
  % % % % % % % % % % % %
    (B) (C) (D) (E) (F) (G) (H) (I) (J)    
Any Response 1000 975 974 976 944 953 259 248 251 242 680 320
  100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
                       
Dessert after lunch 224 220 221 218 211 213 53 70 55 46 150 74
  22.4% 22.6% 22.7% 22.3% 22.4% 22.4% 20.5% 28.2% 21.9% 19.0% 22.1% 23.1%
                GJ        
Afternoon snack 230 222 226 224 219 219 44 60 73 53 156 74
  23.0% 22.8% 23.2% 23.0% 23.2% 23.0% 17.0% 24.2% 29.1% 21.9% 22.9% 23.1%
                G GJ      
Dessert after dinner 231 227 223 226 222 221 61 67 54 49 163 68
  23.1% 23.3% 22.9% 23.2% 23.5% 23.2% 23.6% 27.0% 21.5% 20.2% 24.0% 21.3%
                J        
Late night snack or treat 253 249 246 244 239 240 74 62 54 63 168 85
  25.3% 25.5% 25.3% 25.0% 25.3% 25.2% 28.6% 25.0% 21.5% 26.0% 24.7% 26.6%
              I          
Meal replacement 216 214 212 207 202 204 60 45 60 51 141 75
  21.6% 21.9% 21.8% 21.2% 21.4% 21.4% 23.2% 18.1% 23.9% 21.1% 20.7% 23.4%
    D                    
Not applicable 223 216 217 220 209 210 57 54 53 59 153 70
  22.3% 22.2% 22.3% 22.5% 22.1% 22.0% 22.0% 21.8% 21.1% 24.4% 22.5% 21.9%
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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TABLE 005

 
Q2b. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Full fat premium ice cream

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320
  % % % % % % % % % % % %
    (B) (C) (D) (E) (F) (G) (H) (I) (J)    
Any Response 1000 975 974 976 944 953 259 248 251 242 680 320
  100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
                       
Dessert after lunch 227 218 224 220 213 217 62 52 63 50 157 70
  22.7% 22.4% 23.0% 22.5% 22.6% 22.8% 23.9% 21.0% 25.1% 20.7% 23.1% 21.9%
Afternoon snack 230 228 226 227 213 221 62 68 49 51 141 89
  23.0% 23.4% 23.2% 23.3% 22.6% 23.2% 23.9% 27.4% 19.5% 21.1% 20.7% 27.8%
    E   E       I        
Dessert after dinner 276 268 268 269 260 261 72 54 76 74 196 80
  27.6% 27.5% 27.5% 27.6% 27.5% 27.4% 27.8% 21.8% 30.3% 30.6% 28.8% 25.0%
                  H H    
Late night snack or treat 230 225 225 222 220 219 62 59 57 52 151 79
  23.0% 23.1% 23.1% 22.7% 23.3% 23.0% 23.9% 23.8% 22.7% 21.5% 22.2% 24.7%
Meal replacement 240 232 236 237 226 229 52 56 69 63 174 66
  24.0% 23.8% 24.2% 24.3% 23.9% 24.0% 20.1% 22.6% 27.5% 26.0% 25.6% 20.6%
                  G      
Not applicable 247 241 234 242 233 235 58 61 55 73 170 77
  24.7% 24.7% 24.0% 24.8% 24.7% 24.7% 22.4% 24.6% 21.9% 30.2% 25.0% 24.1%
        C           GI    
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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TABLE 006

 
Q2c. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Full fat superpremium ice cream

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320
  % % % % % % % % % % % %
    (B) (C) (D) (E) (F) (G) (H) (I) (J)    
Any Response 1000 975 974 976 944 953 259 248 251 242 680 320
  100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
                       
Dessert after lunch 224 215 220 219 209 208 60 56 55 53 144 80
  22.4% 22.1% 22.6% 22.4% 22.1% 21.8% 23.2% 22.6% 21.9% 21.9% 21.2% 25.0%
      F                  
Afternoon snack 254 247 246 243 242 245 63 61 65 65 176 78
  25.4% 25.3% 25.3% 24.9% 25.6% 25.7% 24.3% 24.6% 25.9% 26.9% 25.9% 24.4%
          D D            
Dessert after dinner 246 237 239 245 232 230 66 73 52 55 160 86
  24.6% 24.3% 24.5% 25.1% 24.6% 24.1% 25.5% 29.4% 20.7% 22.7% 23.5% 26.9%
        BF       IJ        
Late night snack or treat 207 201 201 201 193 194 50 45 61 51 140 67
  20.7% 20.6% 20.6% 20.6% 20.4% 20.4% 19.3% 18.1% 24.3% 21.1% 20.6% 20.9%
                  H      
Meal replacement 222 219 216 220 208 207 63 52 55 52 149 73
  22.2% 22.5% 22.2% 22.5% 22.0% 21.7% 24.3% 21.0% 21.9% 21.5% 21.9% 22.8%
    F   F                
Not applicable 237 233 232 232 226 227 64 59 55 59 160 77
  23.7% 23.9% 23.8% 23.8% 23.9% 23.8% 24.7% 23.8% 21.9% 24.4% 23.5% 24.1%
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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TABLE 007

 
Q2d. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Ice cream with reduced fat content

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320
  % % % % % % % % % % % %
    (B) (C) (D) (E) (F) (G) (H) (I) (J)    
Any Response 1000 975 974 976 944 953 259 248 251 242 680 320
  100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
                       
Dessert after lunch 226 223 218 221 217 212 66 56 52 52 163 63
  22.6% 22.9% 22.4% 22.6% 23.0% 22.2% 25.5% 22.6% 20.7% 21.5% 24.0% 19.7%
          F              
Afternoon snack 251 242 245 243 233 236 54 73 61 63 173 78
  25.1% 24.8% 25.2% 24.9% 24.7% 24.8% 20.8% 29.4% 24.3% 26.0% 25.4% 24.4%
                G        
Dessert after dinner 212 208 203 208 203 202 67 46 47 52 137 75
  21.2% 21.3% 20.8% 21.3% 21.5% 21.2% 25.9% 18.5% 18.7% 21.5% 20.1% 23.4%
              HI          
Late night snack or treat 224 220 223 217 215 210 60 50 58 56 140 84
  22.4% 22.6% 22.9% 22.2% 22.8% 22.0% 23.2% 20.2% 23.1% 23.1% 20.6% 26.3%
      F   F              
Meal replacement 220 214 215 215 206 216 57 57 54 52 149 71
  22.0% 21.9% 22.1% 22.0% 21.8% 22.7% 22.0% 23.0% 21.5% 21.5% 21.9% 22.2%
            BE            
Not applicable 230 223 225 225 216 217 61 55 51 63 156 74
  23.0% 22.9% 23.1% 23.1% 22.9% 22.8% 23.6% 22.2% 20.3% 26.0% 22.9% 23.1%
(sig=.10) (all_pairs) columns tested BCDEF, GHIJ
Tables prepared by Computers for Marketing Corp.
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TABLE 008

 
Q2e. In your opinion which types of ice cream tend to fit best with each of the following ice cream eating occasions? Frozen yogurt

    PEOPLE IN HOUSEHOLD LIKELIHOOD TO PURCHASE GENDER
  Total Small Children (0-5) Kids (6-12) Teens (13- 17) Males (18+) Females (18+) Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely Male Female
Total Sample 1000 975 974 976 944 953 259 248 251 242 680 320
  % % % % % % % % % % % %
    (B) (C) (D) (E) (F) (G) (H) (I) (J)    
Any Response 1000 975 974 976 944 953 259 248 251 242 680 320
  100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
                       
Dessert after lunch 244 238 238 237 228 230 49 69 64 62 181 63
  24.4% 24.4% 24.4% 24.3% 24.2% 24.1% 18.9% 27.8% 25.5% 25.6% 26.6% 19.7%
                G G G    
Afternoon snack 248 242 239 239 236 240 62 57 75 54 173 75
  24.8% 24.8% 24.5% 24.5% 25.0% 25.2% 23.9% 23.0% 29.9% 22.3% 25.4% 23.4%
                  HJ      
Dessert after dinner 230 224 222 225 216 218 52 46 81 51 153 77
  23.0% 23.0% 22.8% 23.1% 22.9% 22.9% 20.1% 18.5% 32.3% 21.1% 22.5% 24.1%
                  GHJ      
Late night snack or treat 273 264 268 268 259 261 76 70 69 58 185 88
  27.3% 27.1% 27.5% 27.5% 27.4% 27.4% 29.3% 28.2% 27.5% 24.0% 27.2% 27.5%
Meal replacement 229 223 224 222 215 219 71 56 53 49 153 76
  22.9% 22.9% 23.0% 22.7% 22.8% 23.0% 27.4% 22.6% 21.1% 20.2% 22.5% 23.8%
              IJ          
Not applicable 220 216 211 219 207 208 53 61 46 60 149 71
  22.0%