The Pulse reports include comparable sales figures, category shares, winning and losing categories in each country with an analysis of impacting factors. The results of the research indicate the effects of pricing, promotion and innovation, plus the pressure of private labels on national brands.
Some of the key findings include:
Paul Crick, VP, international consulting group, said: “The research mirrors what we are seeing across the economy, country by country. The current financial crisis means that shoppers across Europe need to be mindful of the household budget. All consumers are being cautious about the way that they spend their income. They recognise value for money and manufacturers and retailers need to be even more aware of this than they are today and respond accordingly.
“The research within these reports provides a level of detail that, when analysed, will enable brands and retailers to begin to develop a more granular approach to their pricing and promotional strategies, as opposed to taking a proposition to market that does not provide the consumer with sufficient relevance and value. It’s not good enough just to say ‘we’re big and we have a big brand’ anymore. Shoppers are smarter than that.”
Source: SymphonyIRI
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