Launching innovations during economic slowdown

Mark Gillespie
The Nielsen BASES, United Kingdom

Marcin Penconek
The Nielsen BASES, Poland

INTRODUCTION: THE CURRENT ECONOMIC SLOWDOWN IS IMPACTING CONSUMERS' ATTITUDES AND BEHAVIOR1

Consumers around the world are getting squeezed by lower spending power and higher costs. It's not surprising that Nielsen's Global Survey shows that the majority of consumers in many European countries are concerned about the economy, rising prices, or job security. Nielsen's survey also shows consumer confidence falling across almost every European country.

Despite consumers' concerns, the Nielsen Market Index shows that unit sales for FMCG categories remain fairly steady in the majority of key European markets. At the same time, value sales are increasing as the prices of consumer goods rise.