Capitalizing on Consumer Agony

Understanding how consumers react to a recession is the secret to survival

Nearly every business sector has experienced depressed sales and fewer orders during the current recession, and fast-moving consumer goods (FMCG) retailing is no exception. Compared to other industries, however, there seems to be less pain. The reason is simple: People don’t want to starve. But this does not mean that FMCG retailing will emerge unscathed. The state of mind of consumers has changed. Understanding the impact of consumer agony without losing sight of true consumer needs is the secret to surviving the recession.

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