This paper discusses how the customer, partly due to the recession, has changed its attitude. The way consumers go to market is different and price-value trade-offs dominate the new economic culture. Important trends mentioned are the diminishing role of brands, the increasing strength of store brands, price hunting, the return of the cook and playing to win. While we are in the middle of challenges as increased mobility, enhanced usability, evolved connectivity and new business models, many executives still do not seem aware of the changed consumer attitude. As a consequence, opportunities exist for the ones who do.