Succeed in Emerging Markets: Selection, Strategy and First Steps


 View Sarah Boumphrey's profile on LinkedIn

250_MarketSelection-v1.1When making the decision to enter an emerging market, every business should include the following four pillars in its market entry strategy:

Market incorporates macroeconomic stability, consumer market size, growth and openness. 

Population focuses on demographics: this assists in understanding how a business product or service will fit into a competitive landscape.

Access, or the reality of market entry: if a country is not easily accessible, businesses will not successfully produce goods in the market or reach consumers.  Other topics discussed within the access pillar are infrastructure, Internet, partners and the retail landscape.

Business environment emphasizes the regulatory environment and corruption. 


According to Euromonitor’s Head of Strategic, Economic and Consumer Insight, Sarah Boumphrey, “Too many companies perform inadequate amounts of research prior to launching a product or service in a new market.  This is problematic because some markets simply might not work. Utilising Euromonitor’s four pillar model before entering new markets provides a better understanding of the needs of consumers and the business environment in countries of interest.”

Euromonitor’s four pillar market entry strategy model should be tailored on a case-by-case basis based on sector-specific and business-specific factors to ensure the best information is used for each business. This white paper gives you all the tools you will need to implement this approach for your customized best results.


November 27, 2014

Contact Lens Manufacturers Jumping on the Wearables Bandwagon

Chloe WuAnalyst Insight by Chloe Wu - Personal Accessories and Eyewear Analyst

As early as 2007, smart contact lenses had already caught the interest of medical and academic institutions.  Sensimed, a Swiss medical device company, developed a contact lens with embedded electronics that could monitor intraocular pressure continuously and non-invasively, as a measure of a patient’s blood glucose level. Academic institutions such as the École Polytechnique Fédérale De Lausanne are following suit.

Developing smart contact lenses requires niche expertise from various disciplines, and thus was an unexplored area for contact lens manufacturers until 2014. In July 2014, Novartis joined hands with Google to develop both a glucose-detecting contact lens and one with auto focus functions for those with presbyopia. Other participants joining in the fray include contact lenses manufacturers, namely The Cooper Companies and Johnson & Johnson. In the past few months, Johnson & Johnson has been filing patents for developing smart contact lens, the most notable of which details a “removable media insert” in hydrogel lenses. This indicates a possible desire to bring down the cost of smart disposable lenses, which is necessary if Johnson and Johnson decides to market the smart lenses in consumer retail.

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The Fastest Growing Brands in Yoghurt


Globally, the largest yoghurt brand is Activia, owned by Danone. This podcast discusses growth trends and strategies for Activia as well as other regional and global yoghurt brands.

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Assessing the Illicit Trade in Cigarettes and Foreseeing One in Nicotine Liquid

Shane_MacGuillAnalyst Insight by Shane MacGuill - Senior Tobacco Analyst

Euromonitor’s latest global briefing on the illicit trade in tobacco products assesses the nature, impact and logistics of the 570 billion stick, US$39 billion global market in illicit cigarettes. It outlines how the illicit trade in cigarettes, while often seen as, if not a victimless crime, a misdemeanor which the victims (arrogant tobacco conglomerates and capricious governments) deserve, is in fact a phenomenon which damages the best interests of a range of public and private organisations, including its consumers.

Eliquid.pngWhile price is of course the infamous key determinant of demand for illicit products one of the enabling factors discussed in the report is the existence of constraining regulation which creates absences in the legal market. An example of this is the potential for increase in illicit trade from the forthcoming ban on menthol cigarette products in the European Union’s Tobacco Products Directive. However, the report goes on to look at the existing and potential de facto illicit trade in electronic cigarettes rooted in restrictive regulation, in particular of nicotine liquid.

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November 26, 2014

Product Development Trends in the North American Pet Food Market

Euromonitor continues to explore product development trends on the Canadian and US pet food market. Having looked at locally sourced, ethically sourced and “free from” trends in the previous video, this second videocasts looks at product development in alternative and mixed proteins on the North American pet food marketplace.

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The Key Growth Markets for Yoghurt


Japan, the US and China are by far the largest yoghurt markets globally both because of population size and because yoghurt is already part of the diet. This podcast examines growth in these markets and others across product type innovations, affordability and consumer diet trends.

Lianne van den BosFeaturing Lianne van den Bos - Food Analyst

View Karine Dussimon's profile on LinkedIn


Pinar HosafciPinar Hosafci - Senior Packaged Food Analyst

View Pinar Hosafci's profile on LinkedIn


Have a question or a thought to add? Leave us a comment below.

Key Takeaways from Cartes Secure Connexions

Michelle EvansAnalyst Insight by Michelle Evans - Senior Consumer Finance Analyst

View Michelle Evans's profile on LinkedIn

The Cartes Secure Connexions took place in early November in Paris. The emergence of the connected mobile consumer was a key trend discussed throughout the entire three-day conference. As the world has become more integrated and more interconnected, it has created great shifts in a number of industries, including payments. Traditional payment players now find themselves competing against payment entrants while all players try to determine how to most effectively leverage these emerging technologies in their business today. And along the way, the traditional shopping and payment experience is being turned on its side.

Below are four key takeaways from the conference:

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The Impact of Technology on Travel and Tourism in the Middle East

Kinda ChebibAnalyst Insight by Kinda Chebib - Senior Research Analyst

View Kinda Chebib's profile on LinkedIn

Mobile devices, tablets and computers are frequently used in the Middle East for every aspect of trip planning, from browsing to booking, to even post-travel reviews. This is opening tremendous growth opportunities for key players in the industry as they utilize these devices to engage with current and prospective customers. Euromonitor International analyses the technologically-savvy, growing population’s impact on the travel landscape, which is already creating a more connected and personalized experience.

Digital-savvy and young population feeds travel and tourism online

With extensive internet use via the online and mobile platforms, throughout all stages of the travel experience, players in the travel and tourism industry are adapting marketing strategies in order to maximise their visibility and to maintain competitive advantage. Moreover, there is a clear shift in booking patterns toward mobile and tablet booking devices. According to Euromonitor International, Middle East online travel penetration will grow from 18% in 2013 to 22% in 2014.

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November 25, 2014

Regional Trends in Consumer Foodservice

Euromonitor International and Nation's Restaurant News are pleased to present the list of top 25 consumer foodservice operators in non-North American regions. This video looks at insights and trends in foodservice across these global regions.

Global Foodservice Sales Reach US$2.6 Trillion in 2013

NRN-2014_Top-25-CoverOur new list, compiled in collaboration with Nation's Restaurant News, focuses on the top 25 international foodservice operators of outside North America.  This list and corresponding regional analysis is prominently featured in Nation’s Restaurant News latest issue.   

Asia Pacific leads the way in foodservice sales with US$1 trillion dollars, followed by North America with US$544 billion and Western Europe at US$535 billion respectively. However, Eastern Europe experienced the most fixed year-on-year growth in 2012-2013with 10.8% sales growth, while Latin America also experienced strong growth with 9.7% expansion.  

In Latin America, Brazilian chain Habib’s still leads the way in sales, reflecting the continuing importance of value-priced local brands and in Western Europe, UK-based Costa Coffee has expanded with an additional 25 markets in the region, increasing their rivalry with Starbucks.

Michael Schaefer, Head of Consumer Foodservice Research, says, “Utilizing our extensive global research helps us formulate the top 25 list and provides unique insights to not only what is going on in foodservice globally, but what is trending regionally. This in turn offers operators an opportunity to better understand their own markets, as well as markets they may wish to expand into in the future.”

Download the Top 25 International Restaurant Chains List

To read the rest of the analysis provided by Euromonitor and Nation’s Restaurant News please visit:

India Planning Outright Ban on E-Cigarette Products

Shane_MacGuillAnalyst Insight by Shane Mac Guill - Senior Tobacco Analyst

An unfortunate trend to the radical regulation of e-cigarettes progressed further today as Reuters reports that the Indian government is considering a total on the products. We have written recently on the WHO’s flawed policy stance on e-cigarettes, which fed into a policy position from the 6th Conference of the Parties to the FCTC in Moscow in mid-October, leaving open the option of bans for the products. It is in this prohibitionist context that the proposed measures in India need to be viewed. 

Eon.pngWhile smoking prevalence in India, because of the pervasive use of smokeless tobacco products is relatively low at 6.5%, the sheer size of the population means that there are 52 Indian million smokers, the 3rd largest global smoking population behind China and Indonesia. In total there are some 275 million tobacco consumers in India and the Indian government has been proactively seeking to control all forms of tobacco consumption in the country.

Continue reading "India Planning Outright Ban on E-Cigarette Products" »


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Recent Posts

Contact Lens Manufacturers Jumping on the Wearables Bandwagon

The Fastest Growing Brands in Yoghurt

Assessing the Illicit Trade in Cigarettes and Foreseeing One in Nicotine Liquid

Product Development Trends in the North American Pet Food Market

The Key Growth Markets for Yoghurt

Key Takeaways from Cartes Secure Connexions

The Impact of Technology on Travel and Tourism in the Middle East

Regional Trends in Consumer Foodservice

Global Foodservice Sales Reach US$2.6 Trillion in 2013

India Planning Outright Ban on E-Cigarette Products