An appetite for convenience: Why consumers in emerging markets are buying 'faster food'

This paper outlines how convenience foods and western convenience food culture is starting to take a foothold in emerging and developing economies around the world.

An appetite for convenience: Why consumers in emerging markets are buying 'faster food'

Virginia Garavaglia Kantar Worldpanel

As shoppers across fast-growth emerging markets become wealthier, the Western 'convenience food' culture is starting to gain a foothold in countries like China, Colombia, the Philippines, India and Vietnam. Local and global brands are responding with products that make preparing and eating food faster and simpler, without sacrificing important cultural traditions or compromising on taste or freshness.

Latin America and Asia both have a very strong tradition of home cooking, and people in both regions consider preparing a meal to be...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands