How FMCG brands should react to South-East Asia’s rising inflation

Inflation presents huge challenges for brands, which need to be aware that shoppers, categories and markets are responding differently to the pressure of rising prices, say Kantar Worldpanel Asia’s Nelson Woo and Kacey Lim.

Inflation is rising in Southeast Asia and shoppers are starting to notice the impact on their shopping bills and reacting. We are already seeing changes in behaviour across the region as shoppers, particularly those on low incomes, adapt to increased pressure on their wages.

The good news for SEA is that the anticipated rise in inflation won’t be as extreme as what’s being seen in Europe, but it will still have a significant impact. The latest predictions from the IMF are that global inflation will rise to 8.3%by the end of the year compared with more than...

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