News & Events

Marketers taking note as 1 in 3 sectors benefit from downturn

Date posted:

24th March 2009

Marketing campaigns look set to be re-focused due to changing consumer needs caused by the recession.

Around one in three consumer sectors are likely to benefit from the current economic downturn, with marketers set to focus their efforts accordingly.

That is according to new research from Mintel, which found that 37 per cent of consumers are now looking for more affordable alternatives when it comes to food, clothing and entertainment.

While budget high street stores look set to benefit from such shifting priorities, it is the online sector which will benefit the most, the study found, suggesting that the internet marketing industry is set to buck the general economic trend and enjoy a strong 2009.

"These figures confirm that affordability will take precedence over lifestyle in 2009 as we further feel the impact of the current economic climate," Richard Perks, director of research at Mintel, stated.

"While the trend of trading down will have a negative effect for many consumer sectors, other sectors are benefiting as British consumers change direction and adapt their lifestyle choices accordingly."

Meanwhile, Marketing Magazine has reported that the government is set to become the UK's biggest advertising spender within the coming year.

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