Navigating the future of FMCG in Asia
Asia represents a real-time preview of FMCG trends that will shape all markets over next few years
To navigate the future of FMCG, starts in Asia
Understanding the trends shaping Asian markets is essential for brands looking to grasp future growth opportunities for FMCG globally. Asia represents a huge current opportunity due to its large, diverse consumer base and its steady increases in household spending.
However, it also represents a real-time preview of the FMCG trends that will shape all markets over the next few years. The landscape that marketers must navigate to tap into Asia’s growth opportunities today, is very similar to the landscapes they must navigate to find growth in other markets tomorrow.
That landscape is shaped by three trends that are altering the relationship between consumers and brands – and the journey that shoppers take:
• The role of smartphones in the lives of the most valuable shoppers
• The transformation of retail driven by eCommerce
• Consumers’ changing expectations of FMCG brands
In this paper, we will explore each of these trends in turn, interrogating their significance for both FMCG manufacturers and retailers in Asia today.
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