As the rate of change accelerates it is vital for organisations to not only understand where to invest but when to invest. Across Southeast Asia, markets and consumers are developing at different rates which makes decisions on investment, timing and focus a complicated and difficult assignment.
To shed light on the real ASEAN, Nielsen and AlphaBeta (a leading economic strategy firm), have worked together to conduct a detailed economic analysis to understand the current and future potential consumer demand for over 700 cities and regions within the seven largest economies of ASEAN: Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam. Our analysis covered 10 of the most popular consumer product categories - chocolate, instant noodles, soft drink1, beer, cigarettes, shampoo, laundry detergent, baby diapers, facial moisturizer and vitamins.
The results are surprising and even seasoned ASEAN business leaders may need to reset their intuition about what is happening with consumer demand in ASEAN. Think you know ASEAN? Think again.