Anglo-Dutch consumer goods giant Unilever PLC UL is to draw on its marketing experience in Asia by selling some products in smaller, cheaper packages to meet consumer budgets constrained by the European debt crisis, Financial Times Deutschland reports Monday.”Poverty is returning to Europe,” Unilevers Europe head Jan Zijderveld told the paper.”If a Spanish consumer now only has 17 euros on average to spend per shopping trip, we cant sell him a washing powder that costs half of that budget,” Zijderveld said.The firm wants to implement experiences gathered in Indonesia, saying there they sell single packs of shampoo for two or three cents and still make a good profit.”We know how it works, but weve forgotten about it in Europe,” he added.Unilever doesnt view the debt crisis as a short-lived affair, the paper adds, noting in Spain it is already selling washing powder packages that last for only fives washes, while in Greece it is offering things like mashed potato portions and mayonnaise in smaller sizes. It has adopted the strategy in the U.K.
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