Marketing to the ASEAN Consumer

Marketing to the ASEAN Consumer


The creation of the ASEAN Economic Community (AEC) in December 2015 will unite the ten members of the ASEAN into a single market and production base. This will thrust Southeast Asia into the spotlight, attracting greater attention from multinationals which have so far been drawn mainly to China and India. By 2030, ASEAN is expected to become the third largest economy behind the US and China at US$3.1 trillion in constant 2014 prices.

Poised to become a global economic powerhouse thanks to its expected strong future economic performance, the AEC has real potential of becoming a vast market with predominantly young, dynamic and increasingly affluent consumers, in contrast to ageing China and Japan.







Download this white paper to:

  • Learn how much ASEAN consumers earn and where they are spending  
  •  Identify ASEAN’s strengths, weaknesses, opportunities and threats
  • Gain a deep understanding of the region’s four largest markets – Indonesia, Thailand, The Philippines and Malaysia



July 30, 2015

SodaStream Moves from Targeting Green Consumers to Health Conscious Consumers

Virginia LeeAnalyst Insight by Virginia Lee - Senior Beverages Analyst

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Sweden is the number one market for SodaStream, with over one million carbonated water makers sold, in a country of about 4.5 million households. At the Beverage Digest Wall Street Smarts conference in New York City on 15 June 2015, SodaStream CEO Daniel Birnbaum stated that SodaStream is in 20% of Swedish households, with more shelf space than coffee in stores. The company was able to succeed in Sweden because of the country’s strong environmental standards, health concerns about plastic bottles, and a taste for sparkling water. However, what works in Sweden is unlikely to work elsewhere, including the company’s focus market of the US. Swedish consumers are uniquely concerned with preserving the environment. Sweden represents a best-case scenario for SodaStream. In contrast, Americans are not as interested in environmental issues and drink less carbonated water than the Swedes. By switching its marketing approach to focus on health conscious consumers, SodaStream may be able to grow in the US.

Continue reading "SodaStream Moves from Targeting Green Consumers to Health Conscious Consumers" »

The Rumour Mill Keeps Turning – Will Starwood Go Intercontinental?

Wouter GeertsAnalyst Insight by Wouter Geerts - Travel Analyst, Lodging

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Starwood Hotels and Resorts’s future is still uncertain, and while possible acquisition suitors have come and gone, the industry still believes that eventually some M&A developments will happen. In May I discussed what a takeover by Wyndham Worldwide would look like, but concluded that neither company would gain strategically in terms of geographical coverage from a takeover.

Some new developments have now put a possible merger between Starwood and Intercontinental Hotels Group on the cards. Intercontinental recently sold its Hong Kong flagship to a consortium for £604 million, rumoured to be an effort to bring in the cash needed for a merger. This briefing discusses how this scenario differs from the Wyndham case, and highlights again that the global hotel chains might be better off considering their options with local players.    

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What Do Consumers Look For in a Washing Machine?

Cristina BausAnalyst Insight by Cristina Baus - Consumer Appliances Analyst

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A recent Analyst Pulse Survey* conducted by Euromonitor International among a network of in-country analysts and in-house researchers around the world revealed interesting consumer preferences when choosing an automatic washing machine. The survey revealed that the most important features for consumers were energy and water efficiency, which were followed by features that increased convenience, such as time-saving features, while design and appearance features and other more technological advances interested consumers less. This is very telling for appliance manufacturers, which sometimes forget the importance of innovating to meet consumer needs, rather than to show off their technological prowess.

What features do you consider most important in washing machines?


Source: Euromonitor International Analyst Pulse Survey, June 2015

Continue reading "What Do Consumers Look For in a Washing Machine?" »

New Tea Concept in England Aims to Change Consumption Habits


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“Brew” is a new concept currently undergoing crowd funding in England that could potentially change the way consumers drink tea. Although tea is heavily consumed in the country, much of that consumption is done in-home with tea bags. Brew aims to create a pub-like environment that puts the tea front and center, looking at new methods to brew loose-leaf tea.

Michael SchaeferPodcast features Michael Schaefer - Head of Beverages and Foodservice Research

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July 29, 2015

Iran's Grocery Market Poised for Growth Following Nuclear Deal

The Iranian economy is poised to open up after the nuclear deal, and the economy of this market remains largely untapped mainly due to economic sanctions. Grocery retailing is a market that remains largely traditional, with many consumers preferring small format stores with local flair. Due to the new deal, the international financial system may have further incentives to penetrate the food retailing market in Iran.

Bassam-AounVideo features Bassam Aoun - Consulting Analyst

Procter & Gamble – Before and After the Divestment

Oru_MohiuddinAnalyst Insight by Oru Mohiuddin - Senior Beauty and Personal Care Analyst

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In the last article on Procter & Gamble, entitled “Procter & Gamble to Lose Number One Spot in Beauty”, it was stated that, despite losing its number one spot in the global beauty market, Procter & Gamble was expected to come back stronger and healthier. We now take a closer look into how the company’s portfolio is expected to shape up more specifically. Our previous analysis, Which Brands Could Procter & Gamble Divest to Inject Growth Elsewhere?, laid out the potential framework for divestment, which aligns strongly with the recently confirmed 43 brands to be sold off.


Source: Euromonitor International

Continue reading "Procter & Gamble – Before and After the Divestment" »

Special Report: El Niño in 2015 Can Have Significant Effects on Economies and Markets

An HodgsonAnalyst Insight by An Hodgson - Industry, Infrastructure and Environment Manager

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The effects of El Niño, a climatic phenomenon that can disrupt weather patterns, have been seen in parts of the world since 2015, impacting economies, markets and consumers. While some countries in Asia Pacific and other regions can experience poor harvests due to dryness and heatwaves, the USA can benefit from El Niño owing to more rainfall and warmer winters. Reduced crop output can result in food price hikes, triggering inflation and higher costs for countries that rely on imported food.

Key points

  • El Niño is a phenomenon that occurs irregularly in the tropical Pacific Ocean every two to seven years and affects weather all around the world. Scientist have confirmed the arrival of an El Niño event in March 2015 and warned that its effects could last until the end of the year; 
  • The El Niño in 2015 is likely to bring reduced rainfall and dryness in Southeast Asia, Australia, India and West Africa, affecting production of major crops in these countries. Agriculture plays an important role in many economies including Vietnam, Indonesia, India and the Philippines. In 2014, gross value added (GVA) from agriculture, hunting, forestry and fishing accounted for 14.3% of Indonesia’s total GVA. Meanwhile, El Niño weather shock can actually benefit the USA as it helps to reduce drought in California, diminish tornadic activity and hurricanes, and bring warmer winters; 

Continue reading "Special Report: El Niño in 2015 Can Have Significant Effects on Economies and Markets" »

Coffee a New Area of Focus for Australian Pubs

Julia-IlleraAnalyst Insight by Julia Illera - Research Analyst

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Once anathema to drinkers, useful only for its supposed – now thoroughly disproven – sobering abilities, coffee has long moved in different circles to pubs in Australia.

Given the cross-category competition rife within the foodservice industry – fast food positioning itself against restaurants through the premium fast casual trend, specialist coffee shops branching out into breakfast and unexpected foodservice players looking to take market share from bars and pubs by selling alcohol – it shouldn’t come as a surprise that pubs in Australia would be considering diversifying their menus and appeal by offering an in-house and/or takeaway coffee option.

Indeed the lines between pubs and cafés, and even pubs and restaurants, are blurring as Australian pubs are increasingly embracing high-quality menus with a gourmet-yet-casual “cheap eat” theme. This is not restricted to midday and evening dining either; however, the real stumbling block for pubs hoping to attract the morning trade is that the brew of choice for early risers these days is more likely to be coffee rather than beer or a Bloody Mary.

Continue reading "Coffee a New Area of Focus for Australian Pubs" »

July 28, 2015

Q&A: The State of the Coffee Market in North America


Analyst Insight by Eric Penicka and Mark Strobel - Research Analyst

These are the questions posed to us following our recent webinar "The State of the Coffee Market in North America." We responded to the original questions via email; you can view our responses below. You can also watch the full webinar on-demand for complete insights.

Q: ­Is there any preference in terms of coffee exporting country for USA, Canada and Mexico? For example, do they prefer mostly coffee from Brazil, Africa, Costa Rica etc or there is no preference?­

A: As a whole, I would say the vast majority of American consumers aren’t aware of differences in coffee by origin, although they may be able to rattle off a few coffee producing nations like Costa Rica, Brazil, Colombia, Ethiopia, etc. When speaking about the sophisticated, high-end coffee consumer, there may very well be some who have a preference to origin, however I believe these consumers are oftentimes more concerned about ethically sourced coffee which may play into geographical preference.

Q: ­Who are the main players in the pod category in the US and what are their market shares?­

A: Coffee pods in the US are dominated by Keurig Green Mountain, who has licensing agreements with nearly all other coffee companies. At a more specific brand name level, Green Mountain Coffee, Private Label, and Starbucks lead, with 16%, 14% and 11%, respectively. Nespresso has only 5% share.

Continue reading "Q&A: The State of the Coffee Market in North America" »

Euromonitor International voted #1 British company for work/life balance


According to the 2015 UK survey from career community website, Glassdoor, Euromonitor International ranked #1 across the UK for work-life balance based on reviews from current and former employees.

“We recognise our employees are our greatest assets,” said Lena Patel, HR Manager at Euromonitor International. “Our recently modernised London offices provide an environment that encourages breaks and ensures our employees have time to balance work because of our office opening times and enhanced holiday scheme, we are thrilled to be voted top British company for work-life balance.”

Diarmuid Russell, Glassdoor senior vice president and general manager, said: “What comes through clearly in the Glassdoor reviews for the employers on this list is that people feel empowered through technology and working practices to integrate work into their lives in a way that helps them be the best that they can be, both in the office and at home. Employees are increasingly looking to work for companies that genuinely offer a good work-life balance and it is clear that employers who understand this generate much higher loyalty and hold on to people for longer.”

Continue reading "Euromonitor International voted #1 British company for work/life balance" »


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Recent Posts

SodaStream Moves from Targeting Green Consumers to Health Conscious Consumers

The Rumour Mill Keeps Turning – Will Starwood Go Intercontinental?

What Do Consumers Look For in a Washing Machine?

New Tea Concept in England Aims to Change Consumption Habits

Iran's Grocery Market Poised for Growth Following Nuclear Deal

Procter & Gamble – Before and After the Divestment

Special Report: El Niño in 2015 Can Have Significant Effects on Economies and Markets

Coffee a New Area of Focus for Australian Pubs

Q&A: The State of the Coffee Market in North America

Euromonitor International voted #1 British company for work/life balance