Final thoughts

Brand success at the moment of truth: The Brand Footprint Europe Report provides numerous examples of brands that successfully managed to grow in bumpy times. They have done an excellent job in retaining and recruiting new shoppers by identifying the specific shoppers’ needs and investing. Penetration drives growth, hence it must be a permanent assignment. But there is no “one fits all” formula to recruit new shoppers. Investing, especially in a difficult market environment, is indispensable, but not without knowing, what exactly motivates shoppers, to understand their requirements. Now is the time. We predicted and observed the tipping point already at the end of 2023. As shoppers are again changing their behavior, regaining confidence and re-focusing on aspirations and lifestyle preferences, brands have to seize the moment and deliver to the promise.