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Executive Summary: The Consumer View

  • Lower income shoppers are more impacted by cash flow pressures, while higher-income shoppers are more worried about their overall balance sheet

    • -

      All consumers are trading down, but also “fleeing to value”

    • -

      Discounters and private labels are growing share, but consumers still value name-brand innovation within categories

  • Long-term trends such as demographic and population shifts are largely unchanged by the economy

  • Convenience, “green,” and wellness trends are still relevant, even while consumer willingness to pay high price premiums changes with the economy

  • Trends such as nesting, spend polarization, and small personal indulgences are actually accelerated by a downturn

2 GXC ConsumerOfTheFuture_BainStudyJanuary2009v2 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

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