What’s Next In Southeast Asia
While Southeast Asia accounts for just 2.6% of global land area, it is home to 8.3% of the world’s population – and its population is growing faster than the population of the United States, China and the United Kingdom.
Consumer confidence in the region has also increased across the board, with material improvements in optimism levels in Malaysia, Singapore and Vietnam.
The region’s relatively young population – the majority of whom are under the age of 35, as well as high digital connectivity, has spurred the need for convenience, which has in-turn led to the desire for more innovation in retail across the region.
Nielsen’s What’s Next In Southeast Asia report examines how the consumer and retail landscape has transformed over the past few years and takes a deep dive into the local drivers for each market, highlighting the key commonalities and differences between the countries.