Bread with less bread
2nd Feb 2009
Unless you have been hibernating for the past six months, you can guess that the number one thought on most people’s minds is the economy. The global downturn has impacted households from New York to Shanghai – from London to San Paulo. Given these new macroeconomic realities, how have consumers altered their view of one of our most basic needs – food?
To look at restaurants and supermarkets in major cities, it is hard to see evidence of a downturn. But food manufacturers and restaurant companies are girding themselves for a tough 2009. While not surprisingly, major fast food chains have held up well. McDonald’s could turn a profit in F’08. All elements of the food chain remain under severe pressure, however, as the global recession deepens.
In recessionary times, purveyors of food need to deeply understand their consumer’s revised set of values and how they want to be communicated to instruct efficient, effective brand communications.
