This paper assesses how consumer culture has been addressed in New Product Development (NPD) literature. Based on a classification of NPD-related theories, a set of consumer-culture-related theories is used to identify and categorise relevant literature. User research is not found to be a core method used in the studied literature, and a large number of studies rely on secondary data. Most references study culture?s role in the final phases of NPD when the characteristics of a product are defined, but a lack of guidelines for considering culture in the early phases of NPD was identified.