How FMCG brands can gain market share in the downturn: evidence from WARC, Nielsen and the IPA

How brands can enjoy competitive benefits increasing their share of voice during recession is explored in this paper by WARC's news editor, Stephen Whiteside.

How FMCG brands can gain market share in the downturn: evidence from WARC, Nielsen and the IPA

Stephen WhitesideWARC

One of the main challenges facing most FMCG brands in the current economic downturn is how to increase market share at a time when many consumers are reducing their overall expenditure levels. This is compounded by declining customer loyalty to both specific products and branded goods in general, with shoppers frequently trading down to cheaper, or own label, alternatives. Budgets are also being squeezed by advertisers under pressure to cut costs, and who are thus scrutinising every aspect of their...

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