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Marketing Featured Southeast Asia

SG consumer online spend on grocery, personal care items expected to rise this holiday season

Singapore – While Singaporean consumers are likely to be more pragmatic and price-conscious this holiday season in light of current global conditions, online spend on essential and personal care items like groceries and apparel this holiday season will still increase. This was according to the latest survey from Amazon Singapore, in collaboration with YouGov.

According to the survey, three in four Singaporeans make at least one online purchase a month, with pricing and sales discounts (50%) emerging as the top consideration factor among online shoppers looking to purchase items this holiday season, followed by product quality (15%) and trustworthiness of a website (11%).

The survey also found that more than half of online shoppers are likely to be more conservative with their spending this holiday season in light of current global economic conditions, with 57% of shoppers saying they will spend less or wait until there is more stability before making large purchases. This highlights the need for retailers to look at helping to mitigate consumers’ fear of inflation and offer budget-friendly options for customers.

On the other hand, almost three in 10 (27%) are optimistic that there will be no impact on their spending this holiday season. Online shoppers also say that the top categories they plan to spend more on during this period are apparel and accessories (38%), groceries (35%), and health and personal care (31%).

Around 53% also said they are keen to see more items from local brands on e-commerce stores, however 78% said that they will only shop from local brands if there are good deals and promotions. Meanwhile, 66% of online shoppers surveyed said that they will buy from brands that offer the lowest prices.

Lastly, while 68% of shoppers say they plan to purchase items online for themselves during the holiday, the survey found that around 37% of shoppers aged 25-34 years also plan to purchase items for their parents or partner’s parents, while around 48% of shoppers aged 35-54 years plan to purchase items for their children. This indicates that there is an opportunity for retailers with a target audience aged 25 and above to appeal to online shoppers looking to purchase items or gifts for their family and children.

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Marketing Featured ANZ

Around 20% of Aussies to spend less on Christmas gifts 

Australia – Despite the Christmas festivities getting nearer, around 20% of Aussie consumers are going to buy cheaper and more practical gifts for their family and friends this Christmas, as cost of living pressures force them to be conservative in their spending habits. This is according to the latest data from digital experience provider Sitecore.

The data notes that one in five Australian shoppers expect to purchase fewer gifts and spend less overall, while the majority expect to spend the same amount as in 2021.

Despite this, one in three high-income Australians plans to spend more this season. Overall, the trend is likely to swing to more practical presents for the majority of Christmas shoppers. 

The report also found that Gen Z is feeling the pinch – one in three expect to use a BNPL (buy now pay later) service, cut back on subscriptions, regift or sell personal possessions to afford this festive season. 

Despite no restrictions on in-person shopping, online commerce will continue to dominate with only 35% planning to shop in-store more than online. While online shopping continues to be prevalent for the travel category, in-person shopping remains strong in most categories, especially food & drink, beauty, and apparel.

In addition, low-cost shipping offers are important to consumers in Australia, who believe A$9 is the maximum price they should pay. Higher-income shoppers are very likely to say that they will meet free-shipping minimums by adding to their cart, or will pay extra to guarantee delivery, two things that lower-income shoppers cannot afford to do.

Paige O’Neill, chief marketing officer at Sitecore, said, “Our survey shows that shoppers are deeply informed and looking for the best deals and online shopping experiences that brands can offer this Christmas. This season, shoppers will explore the best deals online and seek out brands that offer competitive pricing, buy-now-pay-later options and low-cost shipping.”

He added, “Brands that empathise with consumers’ inflation-forced financial constraints and focus on meeting their needs by delivering content that focuses on value and shows empathy and understanding will come out ahead this holiday season.”

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Marketing Featured Southeast Asia

Hygiene spending top priority among Filipinos upon disaster aftermath

Manila, Philippines – In times of distress and disaster aftermath, a large majority of Filipinos are purchasing more hygiene-related products, alluding to associating beauty and hygiene with dignity and self-respect even in times of hardships. This is according to the latest data from data analytics platform Packworks.

According to the data, 18% of the average total sales volume of sari-sari stores were hair care products. Laundry supplies and tools saw the second highest portion of average sales with 16%.

Other top priority purchase types of items purchased include breakfast items such as tea, coffee and creamer, and oats and cereals covered 14% and 13% of the total average sales, respectively.

The data also notes that spending on shampoo and hair conditioner grew amid the occurrence of three natural disasters such as Typhoon Odette in December 2021 (Leyte), Taal volcanic eruption in March 2022 (Batangas/Cavite), and Abra earthquake (Abra) in June 2022.

The remaining total average sales of other sari-sari store items were evenly spread out to other fast-moving consumer goods (FMCGs) such as ready-to-eat beverages, snacks, instant noodles, canned goods, cooking essentials, and body and oral care items.

There were also specific purchasing trends on several events, including more than 50% uplift in the hair care category during the period of the Taal Volcano unrest around last week of March, and a 50% to 60% increase in food spending, specifically noodles and cooking essentials, after Typhoon Odette hit Leyte.

Andres Montiel, head of data at Packworks, said, “The Philippines is a regular target of natural disasters because of its location at the Pacific Ring of Fire. Residents at the epicenter opt to buy their immediate necessities from a nearby ‘sari-sari’ store rather than go to big supermarkets.”

He added, “The analysis on the sari-sari stores becomes more valuable to track what items are deemed to be essential upon the occurrence of such natural disasters. This can be helpful in demand planning and product seasonality on the brand principal’s end.”

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Marketing Featured Southeast Asia

Cross-border purchases take up majority of shopping behaviour amongst Singaporeans

Singapore – A large majority of Singaporeans buy some of their favourite brands and products internationally, or do cross-border shopping. This is according to the latest study conducted by global financial technology company PayPal.

According to the report, about 79% of Singaporeans do cross-border shopping. Within it, the top three countries where most of these cross-border purchases come from are China (56%), USA (29%), and South Korea (19%).

When asked why they do cross-border purchases, 54% said that they get better prices when cross-border shopping. Meanwhile, 48% say that these products are not available locally, and 39% use cross-border shopping to discover new and interesting products.

In terms of what types of products they buy overseas, 44% of those purchases are clothes, 22% are consumer electronics and 18% are cosmetics. Meanwhile, 84% of those purchases are made through an online marketplace, 36% on the brand’s website and 34% on the retailer’s website.

Around 58% of these cross-border purchases were discovered via search engines, 44% from friend and family recommendations, and 43% from social media advertisements.

“Buyers are driven by convenience, so complicated shopping experiences are less likely to win over buyers. Make sure you optimise, enhance, and invest in your mobile user experience and purchasing journey. For example, digital wallet payment options streamline the process and will be recognised in a market that has such a focus on convenience,” the research stated.

It also added, “The mobile commerce market in Singapore dominates the online shopping space, with the highest smartphone penetration in Southeast Asia. If a cross-border merchant is looking to succeed with buyers, they should ensure that every aspect of the mobile commerce experience, from browsing to payment options, is optimised to be mobile-friendly. Technology will continue to improve, and brands are going to need to keep up.”

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Marketing Featured ANZ

Necessity drives Kiwis’ consumer spending this year as cost-of-living rises

Auckland, New Zealand – As the cost of living rises and household budgets are put under pressure, necessities drive consumer spending in New Zealand, according to JCDecaux New Zealand’s IRIS audience research.

According to the research, 58% of respondents are planning to stop buying everyday luxury items, and 47% of respondents plan to adopt more home brands. In addition, 40% of respondents will only buy trusted brands, and 77% of respondents claim price is the main consideration when choosing between similar products.

In terms of shopping behaviours, online grocery shopping is growing: it’s also more considered and less impulsive than in-store shopping. FMCG marketers must consider how they reach and influence online shoppers, who typically tend to be younger. In addition, People are thinking about upcoming meals while they are driving, and that large format OOH impacts audiences on obligatory journeys, when they are making mental shopping lists of the things they need.

For Victoria Parsons, senior strategy and insights manager at JCDecaux New Zealand said: they noted that 91% of respondents have their household budgets being stretched and a quarter of respondents reporting that they are actively cutting back. 

“For New Zealanders noting reduced disposable incomes, grocery shopping is an easy place to make cuts. Shoppers are increasingly paying close attention to what goes onto lists and intro trolleys. It is interesting to understand consumer perceptions as to what is a necessity and what is a luxury; we see consumers justifying brand purchases as necessary for quite personal reasons,” Parsons said.

She added, “Out-of-home can be a powerful platform to impact and influence in-store and online shoppers throughout the day while they are mentally planning their shopping lists. 83% of survey participants agree that brands that advertise on Large Format are quality brands, which is key for consumers to overcome price sensitivity and avoid replacement by home brands.”

Meanwhile, Gary Rosewarne, sales director at JCDecaux New Zealand, commented, “What consumers deem an everyday luxury is interesting. Respondents told us items such as coffee and tea, bread, self-care and dairy are non-negotiable in terms of buying favourite or quality brands, whereas for canned and frozen goods, and cleaning products, people are shopping the category based on price. Luxury does not mean premium, it means moments where you expect quality FMCG experiences and won’t trade down – you justify the price premium.

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Marketing Featured APAC

Around 73% of APAC consumers say they still trust traditional banks over digital ones

Singapore – Despite the rising number of digital-only banking offerings, around 73% of consumers in the Asia-Pacific region still trust traditional banking systems, compared to the 44% of consumers saying they trust digital-only banking systems, according to the latest data from YouGov.

While 82% of Indonesians trust traditional banks, only around 38% trust digital-only banks. Similarly, 78% of Singaporeans trust traditional banks, and 37% trust digital-only banks. 

Meanwhile, confidence in digital-only banks is highest among consumers in Australia and India – where trust is at most 21% points lower than that for traditional banks. Around 62% of Australians trust digital-only banks versus 75% for traditional banks, while 51% of Indians trust digital-only banks versus under 72% for traditional banks.

Lastly, in China and Hong Kong, trust in digital-only banks lags that of traditional banks by 30% and 37% points respectively.

In terms of Gen Z consumer behaviour, trust in digital-only banks lags traditional banks the most among Gen Z consumers in Singapore by 29 points and Hong Kong by 26 points – above the APAC average of a 19-point trust gap – less so in Indonesia by 13 points and Australia by 8 points.  

Meanwhile, around 39% of Gen Z consumers in Hong Kong trust digital-only banks, significantly lower than that of the APAC average of 48%. Additionally, Gen Z consumers’ trust of traditional banks is also significantly lower in Australia, around 53%, but significantly higher in Singapore at around 79% when compared to the APAC average of 67%.

Among millennials, 72% trust traditional banks while around 47% have confidence in digital-only banks. Trust in digital-only banks lags traditional banks the most among Millennial consumers in Hong Kong and Singapore, both by 33 points– above the APAC average of a 25-point trust gap – less so in Indonesia by 22 points and Australia by 15 points. 

Notably, millennial consumers’ trust of digital-only banks in Hong Kong of 37% and Singapore of 40% is significantly lower than that of the APAC average of 47%. Additionally, Millennial consumers’ trust of traditional banks in Australia of 61% is also significantly lower than that of the APAC average of 72%.

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Marketing Featured Southeast Asia

Nestle, Lee Kum Kee top MY seasoning brands 

Kuala Lumpur, Malaysia – In terms of which brands in the Malaysian market lead the seasoning, dressings and sauces market, they would be Nestle, Lee Kum Kee and Mars Incorporated. This is according to the latest data released by global data and analytics company GlobalData.

According to the report, the Malaysian seasonings, dressings and sauces market is projected to grow from MYR2.2b (US$527.4m) in 2021 to MYR2.7b (US$664m) by 2026 at a compound annual growth rate (CAGR) of 4.5% over the five-year period of 2021 to 2026.

It also noted that the per capita expenditure on seasonings, dressings and sauces in Malaysia increased from US$6.4 in 2016 to US$7.8 by 2021, and is further forecast to reach US$9.4 by 2026, which will be higher than the regional average of US$9.1, and lower than the global average of US$13.8.

In terms of where these products are distributed, hypermarkets and supermarkets were the leading distribution channel in the Malaysian seasonings, dressings and sauces sector in 2020, followed by convenience stores, and F&B specialists.

For Siddhartha Rodrigues, consumer analyst at GlobalData, the rise in home cooking since the onset of COVID-19 is driving the demand for seasonings, dressings and sauces, which serve as cooking sauces, table sauces, and as ready-to-consume table dips. He added that consumers are looking for high quality products in convenient formats that can easily endow the flavour of restaurant-quality dishes to home-cooked meals and snacks

“As the pandemic wanes, consumers are poised to venture out of their homes more frequently. Owing to their hectic lifestyles, young consumers are seeking healthier seasonings, dressings & sauces with novel flavours in convenient formats that can help them reduce the time spent in preparing and cooking dishes at home,” he said.

Rodrigues added, “They are seeking traditional and innovative flavours that can elevate the taste of home-cooked dishes and snacks and enhance the overall at-home consumption experience. Manufacturers need to expand their product portfolio with multiple flavours to meet the varying demands of consumers.”

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Marketing Featured Southeast Asia

Latest report unveils how marketing tactics affect buying decisions for formula milk in Vietnam

Vietnam – A new report by the World Health Organisation (WHO), in partnership with the United Nations Children Emergency Fund (UNICEF) and M&C Saatchi, has unveiled how aggressive marketing tactics have drastically changed how mothers decide as to what formula milk they would like to buy.

In Vietnam, around 92% of Vietnamese respondents say that they have been exposed to marketing tactics related to formula milk in the preceding year. In regards to the top channels where formula milk marketing is seen or heard among mothers, the top three channels in Vietnam were TV (86%), YouTube (35%), and social media (35%).

Another type of marketing tactic mothers often see are free samples, with 28% of respondents saying they receive free samples of formula milk in hospital, 22% receiving free samples of formula milk outside hospital, and 35% from either of them.

Almost one in five women in Vietnam (19%) reported seeing promotional booths in a health setting, offering women promotions, ‘advice’ and free samples, often in exchange for women’s contact information to allow companies to follow up later with consultation calls and promotions. Following that, formula milk representatives contact consumers online, through social media, and on the phone, and present themselves as legitimate sources of advice and support for women.

The report also noted that marketing campaigns in several countries focused on how domestic products are more “tailored to local stomachs” than international products to counter the influence of foreign brands gaining traction with women and health professionals.

“Formula milk companies use sophisticated techniques and misleading messaging to market their products, including scientific language and imagery, pain points, and emotional and aspirational appeals. They also assume a friendly, supportive role to pregnant women and mothers, exploiting vulnerabilities to gain access and increase sales,” the report said.

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Main Feature Marketing Partners Southeast Asia

Brands, conquer the Malaysian market with this all-embracing local consumer report

Malaysia – Rich in culture with an open and diverse community, Malaysian consumers exhibit a unique set of values and behaviour. To conquer today’s Malaysian consumer in an increasingly competitive market, brands and companies must step up to learn every nook and cranny of what makes this market tick. 

The pandemic had been the most significant shift in the market in the past two years. In finding new ways of engagement and gratification, consumers had to adapt, form new behaviours, and consequently, give birth to new trends and patterns.

According to the latest e-conomy report by Google, Temasek, and Bain & Company, there have been three million new digital consumers in Malaysia since the start of Covid. This signals that Malaysians are now recognizing a whole new need and, therefore, will expend their attention and energy on an entirely new space – digital – and more specifically, e-commerce. 

Recognizing this, affiliate marketing Commission Factory and MARKETECH APAC have teamed up to present the Malaysia Market Insight 2022, which delivers to be the extensive one-stop report that brands and industry players can refer to in order to get ahead of the game and win today’s Malaysian consumer – to do the right thing, be at the right place, and at the right time.

“The e-commerce market in Malaysia is large and one of the fastest growing digital economies in SEA. Businesses aiming for successful expansion into the Malaysian market should prepare themselves with cultural and economic insights to help learn about the market and localise themselves. Our report is a great tool for businesses to better understand how to unlock the market’s potential, from both retailer and affiliate partner point of view,” said Amanda Calkins, publisher development team lead at Commission Factory.

The Malaysia Market Insight 2022 combines and makes sense of leading local and regional statistics and insights to deliver a deep dive into Malaysian consumer behaviour and helps companies reach this diverse market in the most authentic and effective way possible.

This report is specially designed for e-commerce retailers that want a snapshot of the Malaysian market. It is also suitable for brands wanting to venture inside the Malaysian market and those currently operating in the market itself; moreover, the report looks at the Malaysia affiliate and partnership landscape.

The report is divided into two main parts: ‘Malaysian Values’ and ‘Shopping Habits’. ‘Malaysian Values’ guides not just local but also international brands to be culturally aligned with the market, while ‘Shopping Habits’ looks at the main themes of Malaysians’ consumption preferences.

Some of the top values that Malaysians hold dear are ‘Face’, the value of appropriateness; the importance of group considerations – collectivism over individualism; and also the strength of ‘social hierarchy’ where age, education, as well as the assets one possesses determine how one treats another.

On ‘Shopping habits’, the report tackles how Malaysians are weighing their options online vs offline and how cross-border e-commerce is growing massively in importance to the market. The report also discusses seasonality as a constant vital feature of Malaysian shoppers’ journey, with the country inherently having a multitude of holidays in a year. 

MARKETECH APAC’s Editor Shaina Teope comments, “With the fast changes this pandemic, consumers’ needs and demands have become more nuanced, begging for a more granular approach from brands. This is where the importance of targeted and overarching reports like the Malaysian Market Insight comes into play. The report takes a 360-degree view of the Malaysian consumer, looking at the values and culture shaping him, and how this affects the way he lives out his consumption patterns.”

Download the report here

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Marketing Featured East Asia

Young Japanese consumers discuss investment, asset management more than ever

Tokyo, Japan – Investment and asset management has become the norm for people to grow their money, and more and more young people in Japan are showing interest in these topics and discussing them more frequently with their peers, new research from comprehensive real estate service platform RENOSY shows.

More than 70% of the young people in their 20s interviewed say that they do discuss asset management with their friends while only 30% of the older generation in their 50s discuss it. In addition, around 60% of interviewees in their 20s said that they do not worry about the assets build-up arrangement they are doing for now.

However, around 80% of the people interviewed answered that they feel they do not have enough money to support their lives after retirement relying on pension only.

In terms of the average amount they are willing to spend on investing, the average amount of investment for the younger generation is about ¥50,000 per month, while the older generation responded to an average of ¥150,000 per month.

“Since asset management will become part of the new high school curriculum starting from April 2022, we are expecting to see the younger generation become more cautious and familiar with money,” RENOSY said in a press statement.

In terms of the woes of the respondents in regards to having enough money to support investment after their retirement, the company remarked, “As people tend to live longer nowadays, the issue of finance after retirement will become a more and more serious problem for most people. As a result, we could see from the research result that 87% of the people we interviewed feel anxious about the financial arrangement after retirement.”