Understanding the new 'elite' consumers in Central and Eastern Europe

Polly Carter
Global TGI, KMR Group, United Kingdom

INTRODUCTION

The markets of Central and Eastern Europe have seen huge change in recent years, with increased purchasing power bringing about the emergence of a new breed of consumer. The CEE consumers of today are wealthier than ever before; new democratic and open societies have presented them with a vast array of products and services to choose from.

The aim of this paper is to enhance understanding of the new consumer elite in Central and Eastern Europe; more particularly, it endeavours to offer a practical solution which will enable marketers to effectively target this group on a local and regional basis.

Context

Current estimates cite the CEE population at over 300 million people, representing immense commercial potential for organisations wishing to cash in on the region's rapid economic growth.