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sonville), more families reported drinking regular coffee only in the spring of 1964 than was the case in the previous year.
Did this mean that instant coffee was on the way out? Not at all. Increases were recorded by the survey in four markets in the iisai^e of instant coffee only. Conclusion: more and more families arc becoming users of either regular or instant coffee, with less crossing back and forth between kinds.
Another striking marketing trend — obvious to any adman who has lately pushed a shopping cart around a modern supermarket — is the inroad made in the softdrink field by sugar-free brands. Virtually every major beverage line has included low-calorie flavors, if only in self-defense against the ris
ing sales of Tab, Patio, No-Cal, etc.
The TvAR study found that about one out of ten families in early summer of this year were using sugar-free soft drinks only in iheir household, ranging from a low in Jacksonville of 6.2 percent to a high of 12.1 percent in Baltimore.
Unlike their pattern in coffee buying, however, where the tendency was toward the use of regular or instant but not necessarily both, most families buying low-calorie sodas also buy regular soft drinks, too.
Interestingly, regional tastes also show up in the buying of soft drinks, of whatever type. Top markets in the percentage of families buying soft drinks were Washington (very much a "Southern" city in terms of eating and drinking tastes).
where the consumption level was 89.4 percent and Jacksonville, with H7.4 percent. Low score was in San Francisco (more "cosmopolitan") with 69.9 percent and Pittsburgh (more an industrial "Northern" city) with 71.2 percent. Nor do the patterns end there.
On another familiar household front in eight TvAR markets — Boston, Baltimore, Washington, Charlotte, Jacksonville, Pittsburgh, Cleveland and San Francisco — increased purchases of dry dog food were reported.
The trend was clear and only two markets — Jacksonville and San Francisco — did not follow it. Usually, the step-up in sales of dry dog food was accompanied by a step-down in canned dog food volume (a fact significant to the
Brand usage was checked by Pulse for TvAR in 5000 homes
Typical interview in each of eight TvAR markets begins when Pulse researcher Gloria Kaplan meets housewife Corinne Orr.
Survey revealed that low-calorie sodas have made "sizable inroads" in field, but many buy both regular, sugar-free brands.
Top brand rank for hair sprays varies from market to market. Here researcher notes Alberto VO-S in cabinet; it isn't in all cases.
Family poodle, Noelle, is now on dry dog food diet, a type of product which has gained at the expense of canned dog food.
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