31% of brands increased their advertising investment, and one in four launched new products to the market.
Only those capable of creating a difference for the consumer will be able to guarantee the recovery of their categories.
The frequency of purchase of consumer products is maintained, as well as the number of items purchased in each basket. Added to these habits is the greater sensitivity to the price and to a more planned consumer and with a greater search for control than three years ago.
Three out of ten brands of manufacturers increased their market share in 2009. Recent analyzes by Kantar Worldpanel on the performance of 400 Consumer Goods brands reveal that three out of ten increased their market share in value during 2009.
The study concludes that of these, 31% increased their advertising investment, and that one in four launched new products to the market, to a greater extent than those brands that lost their share.
On the contrary, the “winning” brands did not stand out due to their promotional pressure, in which they invested to the same extent as the “losing” brands. Stéphane Roger, Director of Business Development of Kantar Worldpanel comments that “in a context of stagnation like the current one, there are still brands that continue to invest.
The promotional effort does not always translate into a real benefit for brands, and only those manufacturers capable of creating a difference for the consumer can guarantee the recovery of their categories in the medium and long term.”