While sales of fast-moving consumer goods (FMCG) in some traditionally successful markets like the U.S. saw signs of softness in early 2017, opportunities for growth are still readily available if you know where to look. Manufacturers with global reach should focus on emerging markets, which have consistently performed two to four times better from a sales perspective than their developed market counterparts in recent history.
But how can companies maximize their investments in these markets? With this growth comes increased competition. The rules to the emerging market playbook is changing as many smaller players are gaining share and consumers become more discerning. Tapping into this tremendous growth opportunity will require a deep understanding of consumers needs, desires and attitudes. Nielsen’s What’s Next in Emerging Markets report looks at macroeconomic conditions and an analysis of our sales data to unearth four key trends to focus on: