Launching innovations during economic slowdown

As innovation is the engine of growth, it is important to continuously invest. But during challenging economic times, we face difficult decisions as manufacturers: Should we continue to invest in innovationor save money? Should we cut production costs? Reduce the advertising budget? To answer thesequestions, we studied recessionary times in a variety of markets over the past 30 years.

Launching innovations during economic slowdown

Mark GillespieThe Nielsen BASES, United Kingdom

Marcin PenconekThe 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...

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