The economic downfall that is hitting hard the US, Europe and part of Asia is also reason for concern for quite a few brands. As it can be expected, consumers are not into spending much in period of crisis and less spending is, obviously, bad news for any business.

However, crisis might also translate in opportunities: reportedly brands in certain categories are prospering – and the one investment in branding in this moment would definitely have the opportunity to gain a remarkable advantage on competitors. In fact, snack foods, tortillas and confectionary products are expected to grow next year, per industry research firm IBISWorld, Los Angeles. Snack foods industry constant dollar revenue are foreseen to grow 5.3%, tortillas (3.1%) and confectionary products (2.7%).

Private label might be also on the rise. For instance, Walgreens sales were up 15% while Wal-Mart, which seemed to be losing brand power only a year ago, is now winning those consumers who are looking to save some cash.

Crisis seems to be opening doors for someone then. Which made us thinking: the milk tainted crisis in China is also opening door for some of the brands that have not been involved into it. Brand Wahaha, one of the biggest Chinese beverage brand, has entered the bid for Sanlu, the brand at the very center of the milk scandal. 

Apparently Zong Qinghou, CEO of Wahaha, will be determined to go into the dairy business by building its own facilities to make powdered milk should the bid not be successful.

Indeed, Wahaha is already said to have entered the dairy industry on a limited scale using imported milk powder – and its product have been proved to be melamine free. Isn’t this a golden occasion for Wahaha to win loyal customers? In period of uncertainty a reliable, trustworthy brand is what people want.

It is no coincidence that other Chinese beverage brands are moving into diary. And since Chinese consumers need to be reassured about product quality after recent events, we can expect to see great opportunities unfolding for those brands who will find new ways to convey a healthy, genuine, and honest identity.