Five emerging Asian consumer trends

Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.

If there’s one truth about marketing to Asia’s increasingly brand savvy consumers, it’s that one size doesn’t fit all.

For instance, shopping forms a crucial part of travel plans for 82% of Chinese travellers when they go abroad – but they splurge and scrimp in the same trip.

The findings are the result of a 10-country study by the Institute on Asian Consumer Insight (ACI) initiated to better understand the Asian consumer. The flagship Pan Asian Wave II study had 26,800 respondents aged 18-55 with moderate and high disposable income from China, India, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Thailand...

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