新兴亚洲市场消费趋势对行业的影响（英文版）_33页_3mb

Industry Impact of Consumer Trends in Emerging Asian Markets

Core Content

This report explores the evolving consumer trends and market dynamics in five emerging Asian markets: Bangladesh, Cambodia, Laos, Myanmar, and Sri Lanka. It highlights the opportunities and challenges faced by fast-moving consumer goods (FMCG) companies in these markets, focusing on retail, internet retailing, packaged food, soft drinks, alcoholic drinks, and beauty and personal care sectors.

Main Consumer Trends

1. Modern Retailing Making Inroads

• The retail sector in these countries is experiencing rapid growth, driven by:
  • Strong economies and young populations.
  • Rising disposable incomes and improved infrastructure.
• Modern retailing is growing, but still limited to key cities due to:
  • Poor infrastructure in rural and remote areas.
  • Preference for traditional retailers among many consumers.
• Urbanisation is a major driver of retail expansion.
• Key players include:
  • Local pioneers like City Mart Holding Co Ltd in Myanmar.
  • International brands such as Dairy Farm International (Hong Kong), AEON Group (Japan), Big C Supercenter (Thailand), and Lion Group (Malaysia).

2. Internet Retailing Grows, But Slowly

• Internet retailing remains niche but is growing due to:
  • Improved internet infrastructure.
  • Young, tech-savvy populations.
• Social media and Western cultural influence are increasing consumer engagement.
• Major sales events like Black Friday are being promoted in these markets.
• Online platforms such as Shwapno (Bangladesh) and Kapruka (Sri Lanka) are gaining traction by offering:
  • Fresh grocery and seasonal items.
  • Access to international online shops like Amazon, eBay, and Alibaba.
• Challenges include:
  • Limited trust in online payments.
  • Distribution still concentrated in urban areas.

3. Urbanisation Drives Sales of Packaged Food

• Packaged food is one of the most dynamic FMCG industries.
• Urbanisation is increasing the number of office workers, leading to:
  • Greater demand for convenient and quick meal options.
  • Growth in instant noodles, processed meat, and seafood.
• Snacking is becoming more common, especially among:
  • Young people and children.
  • Office workers who seek stress relief.
• Health-conscious consumers are emerging, especially in Sri Lanka and Bangladesh, leading to:
  • Demand for nutrient-fortified products.
  • Preference for healthier alternatives like breakfast cereals.
• Despite this, taste remains the most important factor in purchasing decisions.
• Imported products are becoming more popular among middle and upper-income groups.

4. Dynamic Soft Drinks Market Shows Strong Potential

• The non-alcoholic drinks industry is growing rapidly, with double-digit CAGR between 2012 and 2017.
• Tea is the traditional drink, but coffee is gaining popularity, especially among the youth.
• Energy drinks are widely consumed in Myanmar and Cambodia.
• Global brands like Coca-Cola are running successful campaigns targeting young consumers.
• RTD (Ready-to-Drink) tea and coffee are not widely consumed due to preference for freshly-made products.
• Juices are becoming more popular as consumers seek healthier options.

5. Demographic and Social Shifts Boost Alcoholic Drink Sales

• Youth population is a key driver of alcohol consumption.
• Middle-class growth and government crackdowns on illicit trade are shaping the market.
• Low-income consumers are shifting from illicit alcohol to packaged beer.
• Female consumers are increasingly participating in the market, especially in Cambodia, Myanmar, and Sri Lanka, with a preference for lower-strength beer.
• Artisanal spirits are widely available and often more affordable.
• Legal restrictions and anti-smoking campaigns are affecting consumer attitudes, especially in Sri Lanka and Cambodia.
• Tobacco is still a major product category, but growth is slowing due to:
  • Higher taxes and duties.
  • Health concerns and anti-smoking initiatives.
• Cigarettes dominate the market due to their affordability and wide distribution.

6. Beauty and Personal Care Consumers Remain Conservative

• Traditional beauty practices are still prevalent, especially in rural areas.
• Urban youth are more open to modern beauty products, influenced by:
  • Social media.
  • Global beauty standards from South Korea and Thailand.
• Younger populations (especially in Laos, Cambodia, and Bangladesh) are leading the shift toward modern beauty products.
• Traditional products like Thanaka are still preferred by some consumers.
• Modern brands face challenges due to:
  • Conservative consumer attitudes.
  • Limited internet penetration in Cambodia and Myanmar.

Key Information

• The five focus markets are expected to grow due to:
  • Strategic locations.
  • Young and dynamic populations.
  • Increasing disposable incomes.
• Euromonitor International provides insights and strategies for companies looking to enter these markets.
• Challenges include:
  • Weak healthcare systems.
  • Limited internet retailing.
  • Conservative consumer habits.
• Opportunities include:
  • Growing urbanisation.
  • Rising demand for health-conscious and premium products.
  • Expansion of modern retailing and e-commerce.
  • Increasing participation of women in the alcoholic and beauty markets.

Future Outlook

• The packaged food, soft drinks, and alcoholic drinks industries are expected to see continued growth.
• Tobacco growth is expected to slow in Sri Lanka and Cambodia due to regulatory and health-related pressures.
• Beauty and personal care will see gradual adoption of modern products, especially among the urban youth.
• Strategic partnerships with local players are crucial for international brands to succeed in these markets.

Conclusion

Emerging Asian markets present a mix of opportunities and challenges for FMCG companies. While modern retailing, internet retailing, and urbanisation are driving growth, traditional habits, conservative attitudes, and regulatory environments remain significant barriers. Companies that can adapt to local cultures, invest in targeted marketing, and strategic alliances are likely to thrive in these dynamic markets.