Consumer Products Report 2025
The consumer products industry in SEA and APAC is on the edge of major disruption. Discover the key trends and strategic insights that forward-thinking management teams need to navigate disruption and drive growth.
A Strategic Lens on SEA and APAC’s Consumer Landscape
In a region marked by rapid transformation and economic uncertainty, NielsenIQ and Bain & Company have partnered to deliver the SEA and APAC Consumer Products Report: a data-rich, strategic guide for brands seeking growth in a fragmented and fast-evolving market.
With NielsenIQ Retail Measurement, Consumer Panel Insights and Consumer surveys, this comprehensive report will help companies navigate through the macro headwinds, slowdown of volume, increased fragmentation of competition, shifts in channels and the omnipresence of AI in SEA and APAC.
The SEA Consumer Products Report
SEA GDP growth remains healthy with forecast to grow at <5% p.a., yet with structural and external risks clouding the outlook. With FMCG value growth slowing down across APAC including SEA, consumer households show weaker sentiments on consumption, it is essential to understand these 8 key insights from the Consumer Product Report:
Macro Headwinds Bite but Investors Optimistic
Consumer confidence softens, but FDI flows and deals robust
Speed Breaker to Price-Led Growth
The new game is category expansion and demand creation
Increasing Bi-Polarization amidst Flight to Affordability
Consolidated shopping occasions while the middle shrinks
Local Heroes Rise
Holding over half of FMCG value & expanding regionally, posing threat to MNCs
Channel Complexity at an All Time High
On-Trade steadies, Off-Trade accelerates with new sub-channels rising
Scroll to Shop
So-Comm no longer a sideshow with TikTok Shop driving 20% of e-Comm
AI Steers the Journey
Every step from plant to purchase, supply to shelf is now influenced by algorithms
ESG a Preference-Action Gap
Consumers are primarily focused on “what is good for me”
The Southeast Asia Consumer Products Report by NielsenIQ and Bain & Company offers a powerful lens into the region’s shifting dynamics. For brands, the message is clear: adapt fast, act smart, and stay close to the consumer.
The APAC Consumer Products Report
APAC is now one of the fastest-growing consumer powerhouses in the world. Its vast scale and diversity mean it can no longer be treated as a footnote. Yet, many global leaders still rely on assumptions or anecdotes instead of a consolidated fact base. Here are 6 dominating trends observed in the region:
Shifting Market Dynamics
APAC remains critical; however, each country is yet evolving differently under broader macro shifts
Diverging Consumer Preferences
No one-size-fits-all pricing trend across markets or categories; Consumers are price-conscious for certain categories in some markets, yet willing to pay for value in others
Increasing Channel Complexity
Emerging channels, such as social commerce, quick commerce, and AI, are reshaping CPGs’ go-to-market strategies
Rising Local Heroes
Asia is increasingly becoming a market dominated by Asian brands, with local players continuing to gain share across most developing markets
Scaling Agility as the Next Differentiator
For multinationals, agility remains critical, but scalability is becoming an increasingly important edge in today’s fast-paced, uncertain world
AI as a Game Changer
AI is transforming CPGs across key components of the value chain, unlocking efficiencies and new growth opportunities
Partner us to navigate the evolving consumer landscape
Have questions about the report or how our solutions can support your goals? Let’s talk.
