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Consumers in many emerging markets are living in difficult economic times. How exactly is this impacting on consumer spending and behaviour? 2016, it is fair to say, will be another challenging year for consumer-facing industries, but the picture is nuanced. Divergence is a key theme across emerging markets, so we must look beneath the top-line. Underlying trends such as urbanisation, population growth, employment growth, increasing access to technology and finance, the continued development of the retailing sector and improvements in the business environment will underpin growth in consumer expenditure in many emerging economies.

 

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