Poll Results: Decline of Secondary Brands

We discussed the shrinkage of market share for secondary brands, and asked, “Is the market going to continue shrinking for brands that are not #1 in their category?” The overwhelming majority think that these brands will continue to lose share, although most of them think the rate of decline will slow as the economy improves.

• 28%: Yes, the pace of shrinkage will continue.
• 47%: Yes, but the rate of shrinkage will slow a bit after the recession.
• 25%: No, things will stabilize or perhaps even improve for those brands.