A study done by Catherine Heath, chief strategist at the advertising agency Kastner & Partners, says yes. She spent 2 months with 20 consumers in Sydney to see what they bought and why.
"Without doubt every single person I spent time with told me that they were fed up with the choices that faced them," she said. "They all said the same thing - 'We just want it to be made easier."'
I know I've seen the people who stand in front of a sea of choices, holding two or three different brands in their hands reading the packaging in an attempt to suss the difference between the items. Even I have fallen victim to the proliferation of products myself.