Consumer brands that exited the crisis in better shape

A number of companies have succeeded in gaining market share over the past year, at least a single-digit one, in the context where their fields have either declined, or stagnated, or slightly risen at best. What consumers want now and the way they are willing to spend or not now are pieces of information that make the difference, for retailers, between success and failure. Stefan Liute, strategy manager with Grapefruit, says the current crisis will deeply change the behaviour of an entire generation of consumers. Ursus Breweries, Romania’s biggest brewer, in the financial year ended in March 31, 2010, boosted its market share by 4% to 32%, while the beer market dropped by almost a quarter from a year ago. Danone boasted a similar trend. Danone sales increased by 3% in RON amid a rising consumption of fresh dairy products (in volume) by 1.6%. On a plunging construction adhesives market, Henkel’s Ceresit brand saw growth, registering just a slight drop in sold volumes. However, there is no guarantee that any brand boasting solid performance now will maintain its position in the future. Liute says that on short term, the brands managing to remain viable economically amid a dramatically changed financial and psychological environment will stand the biggest chances of success.