The impact of the credit crunch and the global recession it has caused is apparent in this detailed look at the categories covered in this year’s BrandZ Top 100 rankings. Consumers are searching for value by shopping at cheaper supermarkets, and saving money by eating less frequently at smart restaurants and more often at fast food chains.
There is evidence of trading down in the recession – in personal care and, to a lesser extent, in spirits. Activities that can be done easily in the home are popular – playing videogames, drinking coffee and mixing a whisky, for example. Even the strong showing for toothpaste brands could be linked to saving money – it is a cheaper way to look after your teeth than going to the dentist. In the luxury category, some top brands have responded to current conditions by bringing out smaller products that cost less but do not compromise on quality.
