Busting "myths" about China's low-income consumers: Learnings from P&G

This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day.

Busting "myths" about China's low-income consumers: Learnings from P&G

Low Lai Chow

Four years ago, Cindy Malixi Graulty, an R&D research fellow in Procter & Gamble's beauty care division, was set a challenge: to uncover opportunities among Chinese consumers earning $2 a day or less.

According to Graulty, around 2.1 billion people – or 40% of the population – fall into this cohort worldwide. China not only houses a large number of these consumers, but is also an essential market for major brands operating across multiple price-points.

"We didn't have a good understanding of this group of consumers,"...

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