A number of companies have succeeded in gaining market shareover the past year, at least a single-digit one, in the contextwhere their fields have either declined, or stagnated, or slightlyrisen at best. What consumers want now and the way they are willingto spend or not now are pieces of information that make thedifference, for retailers, between success and failure. StefanLiute, strategy manager with Grapefruit, says the current crisiswill deeply change the behaviour of an entire generation ofconsumers. Ursus Breweries, Romania's biggest brewer, in thefinancial year ended in March 31, 2010, boosted its market share by4% to 32%, while the beer market dropped by almost a quarter from ayear ago. Danone boasted a similar trend. Danone sales increased by3% in RON amid a rising consumption of fresh dairy products (involume) by 1.6%. On a plunging construction adhesives market,Henkel's Ceresit brand saw growth, registering just a slight dropin sold volumes. However, there is no guarantee that any brandboasting solid performance now will maintain its position in thefuture. Liute says that on short term, the brands managing toremain viable economically amid a dramatically changed financialand psychological environment will stand the biggest chances ofsuccess.
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