EASTERN EUROPE'S CHANGING CONSUMER EXPECTATIONS.

(From Market - Europe)

Faced with the prospect of European Union (EU) accession and the ever increasing presence of competing foreign products, Eastern European producers of consumer goods are rushing to upgrade their brand image

The past five years has brought a major transition in Eastern European retailing and local manufacturers are struggling to maintain market share. The onslaught of competing foreign goods is boosting demand for category management services aimed at establishing the most effective way of displaying products on retail store shelves

Increased emphasis on category management is most visible in new and improved packaging. The region's suppliers of packaging find themselves scrambling to stay ahead of trends that are on the rise in Western Europe. Packaging styles in greatest demand are those that maximize product appeal and visibility on the increasingly crowded shelves of major supermarkets and discount stores

Changing consumer expectations are the driving force behind rising demand for category management services. Long gone are the days when consumers were willing to accept whatever they could find on store shelves. Modern Eastern European consumers expect greater convenience and variety

The variety of consumer goods has expanded greatly in recent years and should continue to do so as a result of pending EU accession.. One way in which local manufacturers are coping is to offer a greater number of presentations for existing product lines. In addition, more money is being funneled into developing new products that cater to perceived shifts in consumer preferences

The pace at which Eastern European producers of non-durable goods are changing their packaging and shelf arrangement is ...