Posted by Filipa Silverio on Apr 17, 2020
This week we have received several questions about brands over the 2008/9
recession as well as the latest FMCG trends pre and post lockdown.
Last week we showed that winning brands over the last recession were much more active in terms of new product
introductions and that effectively the normal marketing principles remain true over periods of uncertainty.
- These principles also apply for the probability of long term continued success. Around three quarters of brands that increased share or lost share in 2009 were still showing growth or decline 3 years later. These percentages are very similar for 2016 vs 2015 and 3 years later.
- The rules of growth also remain in place over times of uncertainty. The degree of share gain and loss for winning and losing brands in 2009 is matched by the change in category penetration – gaining buyers is critical.
- We can now add some up to date data for both Belgium and Spain and also our first view of Latam. All show similar patterns with stock up and then reduction but overall growth for FMCG. The underlying shopping behaviour in terms of frequency, basket size and type of retailer varies by country.