尼尔森中东-Whats-Next-in-Emerging-Markets_35页_2mb

报告摘要

Summary of "WHAT'S NEXT IN EMERGING MARKETS"

Core Content

This report explores the evolving dynamics of emerging markets, focusing on the fast-moving consumer goods (FMCG) sector. It highlights key trends, opportunities, and challenges in several emerging markets, with a particular emphasis on beer and snacks as indicators of growth and consumer behavior shifts.

Main Points

Growth in Emerging Markets

FMCG sales growth in emerging markets is currently 2–4 times higher than in developed markets.
Over the past decade, 80% of global growth has come from emerging markets, according to the IMF.
Emerging markets are characterized by population growth, rising incomes, positive GDP forecasts, a young labor force, and stable infrastructure.

Snacks as a Growth Indicator

Snacks are a positive indicator for growth, showing that consumers are ready to spend beyond basics.
In 2017, the snacking business grew by $3.4 billion USD.
Asia Pacific countries are the exception where both volume and value sales are increasing.
Healthy and portable snacks are in demand, driven by a growing awareness of health and wellness.
Rural areas in Vietnam are experiencing higher and more volatile growth in FMCG sales, outpacing urban growth.
Local manufacturers are outperforming global players, with double the growth in snack sales.

Beer as a Growth Indicator

Beer consumption is a key indicator of economic and social development in emerging markets.
Emerging cities in Southeast Asia (e.g., Vietnam) are expected to drive beer growth in the future.
Craft, premium, and flavored beers are trending in developed markets and are likely to go global.
In Brazil, beer consumption is recovering faster than other FMCG categories, with a focus on super premium and premium beers.
In Ghana, beer and spirits are experiencing strong growth, with rural areas being the biggest opportunity.

Consumer Trends

Connected spenders (digital-savvy consumers) are becoming a significant force in emerging markets.
In Vietnam, connected spenders are expected to reach 35.9 million by 2025, accounting for $119 billion in spend.
In Argentina, local brands are driving snack growth, with a 47% increase in sales compared to global players.
In Brazil, millennials are the largest influence on FMCG volume declines, but they are also prime candidates for premium products.

Key Markets to Watch

Vietnam: High GDP growth, rapid urbanization, and a growing middle class.
Argentina: Economic recovery, increased demand for value and premium products, and a shift towards local brands.
Brazil: Recovery from recession, growth in premium and craft beer, and a rising number of connected consumers.
Ghana: Strong economic growth, increasing urbanization, and growth in food and beverage categories.

Opportunities and Challenges

Rural markets offer significant growth potential but require strategic distribution models.
Digital connectivity is reshaping consumer behavior, with connected spenders driving online sales and brand engagement.
Health and wellness trends are influencing product development, with a focus on clean labels and portable options.
Policy changes such as sugar taxes and advertising reforms are affecting consumer choices and market dynamics.

Strategic Recommendations

Companies should adapt to local preferences and innovate across the healthy and indulgent spectrum.
Private label and value products are gaining traction, especially in Latin America and Ghana.
Real-time insights and agility are essential for global companies to compete in emerging markets.
E-commerce and online retail are becoming more prominent, with snacks being one of the top categories purchased online in the U.S.

Key Statistics

Vietnam: 5.9% FMCG growth YTD 2017, 49% urban population, 27.5% value share for top 11–30 manufacturers.
Argentina: 27.9% growth in low-tier FMCG sales, 24.2% growth in private label.
Brazil: 5.4% growth in modern trade, 30% growth in super premium beers.
Ghana: 14.0% FMCG growth in Q3 2017, 17.5% growth in beverages.

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