According to the study, approximately 50% of people who sample a product will likely purchase the item in future. Of these, 25% can be expected to purchase the product more than once. Figures also show that over 65% of respondents would feel more confident recognising the sampled item ‘on the shelf’.

The trend is particularly prominent in the beauty industry. Two in three cosmetics companies are now offering samples or competitions as part of their online promotional campaigns. The trend to acquire something for nothing has been compounded by an increasing number of companies using television advertisements to draw consumers’ attention to product samples. The most recent campaign by Whiskas tempts viewers to text-in their address to obtain a sample. Others currently running freebie advertisements include Tena, Olay and Twinings.

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