Industry report "FMCG 2009": Demand for fast moving consumer goods stable

Sweets are the "crisis winners" / advertising expenditure on food increased

The demand for consumer goods of daily use, so-called Fast Moving Consumer Goods (FMCG), is stable in spite of the crisis 2009. According to the new industry report "FMCG 2009. Staple foodstuffs" Axel Springer AG, the Germans will spend 152 billion euros for goods goods such as food, personal care products or cleaning agents in the current year. This represents more than one-tenth of private consumption. According to the industry report the reasons for the continued presence of demand, the continued good consumer sentiment in Germany, falling prices and a decline in out-of-home consumption. Consumers less often in restaurants and give consequently more money on their purchase from.

Benefit mainly the product areas "convenience" with ready meals and frozen foods and confectionery, which were one of the growth drivers of the FMCG market in the first five months 2009 (plus 2,5 percent). In a tough economy, consumers "small pleasures" in the form of chocolate, sweets and Co. seem to consciously indulge. Overall, the retail generates around half of its sales with fast moving consumer goods. According to industry report is but to be expected by the end of 2009 with a general deterioration of the consumer economy in Germany.

Food continues to make up the largest share in traditional advertising. In the first five months of 2009, the major advertisers increased their advertising spending by six percent in this area. In the case of detergents, plasters and cleaning agents, advertising expenditure even rose by a quarter. In addition, an increase in online advertising in the media mix can be observed across all sectors.

The complete industry report "FMCG 2009. Everyday food" can be found at www.mediapilot.de retrieved or ordered.

Source: Berlin [AS]