Latest Fortune Survey Shows Eclectic U.S. Tastes

NEW YORK — Judging from Fortune magazine’s ranking of hottest 1990 products, America gobbles health food as fast as anti-depressant pills and loves large pizza-chomping reptiles as much as a TV portrayal of the Civil War.

The picture of divergent U.S. tastes emerged from Fortune’s 10th annual list of the hottest products, released Wednesday.

Capturing “Event of the Year” was the reunification of Germany, with Fortune editors swayed by the potential for the region’s economy to become Europe’s next powerhouse.

Honda’s $61,000 Acura NSX sports car won “Car of the Year,” edging out four pricey rivals; Giorgio Armani’s Emporio Armani label snagged “Fashion of the Year” and Panasonic’s $1,300 PV-40 Palmcorder won “Camera of the Year.”

Intel won for its 386 SL microprocessor computer chip that squeezes information into 40% less space. Microsoft Corp.’s Windows 3.0 software was selected because it makes IBM PCs and compatibles about as easy to use as Apple’s Macintosh. The software sold 1.3 million copies so far this year.

Convenience cravers made a winner out of American Telephone & Telegraph’s Universal Card, a credit card that doubles as a telephone card.

HOT PRODUCTS OF 1990

Here is Fortune magazine’s 10th-annual listing of the year’s trendiest products.

Car: Honda NSX sports car

Fashion: Giorgio Armani’s Emporio Armani label

Credit Card: AT&T; Universal Card

Software: Microsoft Windows 3.0

Hardware: Intel 386 SL microprocessor

Camera: Panasonic PV-40 Palmcorder

Pill: Eli Lilly Prozac antidepression medication

Test: Ortho HCV Elisa Test System for hepatitis C virus

TV Program: “The Civil War” on PBS

Creatures: Teenage Mutant Ninja Turtles

Food: ConAgra’s Healthy Choice frozen foods

Pastime: Rollerblades

Event: The reunification of Germany