There have been some major shifts in consumer behaviour in our post-recession world. Heightened awareness of value and affordability has driven consumers to trade down to less expensive brands, and has fuelled a spike in private label sales across product categories and retail formats. ‘Inconspicuous’ consumption has become increasingly prevalent. Basic consumer loyalty is up for grabs. This creates issues for companies who are caught in the NOW, but opens doors for companies who are willing to rethink their value propositions and innovation programmes, to position themselves for growth in a post-recession world.