Over the past ten years, Southeast Asian nations have witnessed significant economic prosperity, bolstered by continuous local demand, swift urban expansion, accelerated digital transformation, and remarkable growth of the middle class. This dynamic has attracted a surge in foreign direct investment and is rapidly reshaping the consumer market landscape.
For instance, the aftermath of the Covid pandemic has heightened environmental and sustainability awareness among Southeast Asian consumers. A growing consciousness about the ecological footprint of their purchases is leading consumers in the region to alter their buying behaviors and demand similar commitments from businesses.
This Eurogroup Consulting whitepaper, produced in collaboration with the French Trade Advisors for the CCE APAC 2023 forum, delves into the post-Covid consumer trends that are reshaping company strategies for market capture and retention across the ASEAN (Association of Southeast Asian Nations) member states.
Our analysis highlights several critical aspects:
- Income distinctions between developed and emerging markets within ASEAN
- The driving forces behind ASEAN’s economic expansion
- The emergence of a new consumer generation in ASEAN
- The transformative role of the middle class in consumer markets
- The strategic advantage of localizing products and services in ASEAN
- The adaptation of ASEAN retailers to digital transformations
- The surge of eco-conscious movements within the ASEAN community
- Strategic recommendations for integrating these evolving trends into business strategies for Southeast Asia.
