In the U.S., where consumption accounts for 68% of G.D.P. and unemployment is rising sharply, the giants of F.M.C.G.s are trying to prevent households with tight budgets from migrating to private labels and low prices. Options include price reductions, promotion of best-selling ranges and reliance on existing and proven products by suspending new items.
“We’ve learnt from what worked well and what didn’t in previous recessions, and how this crisis may be different,” said Steve Cahillane, Kellog
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