Asian Consumers Mega Trends

5 + 5Needs

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Brand Impacts

2023 Asian Trend Tracker

Why: To understand the increasingly contradictory consumers needs and their drivers.
How: Asian Mobile Panel – powered by dataSpring – a member of INTAGE Group
How many: 3,000 consumers in 6 countries - China, India, Indonesia, Japan, Thailand and Vietnam

12 months

3,000

5 days618

observation

consumers

Data collection

countries

sub-segments

5 Mega Trends#1

Aging Better
The new middle-aged starts at 60

Good news, we all live longer!
Global Life Expectancy

Japan 84.95(F 88, M 82)

Thailand 79.91 (F 84, M 75)

Source: worldometer, UN6‘Good Living’ is more important than ‘Good Looking’
Importance

Total

Retirement financial plan

1

Special healthcare for elderly

2Special home arrangement for
elderly3

Ability to access totelemedicine

4Visit anti-aging beauty clinic

5

Note: color identifies rank % response from consumers

ChinaJapan

India

Indonesia

ThailandVietnam

7

When nothing is certain, consumers want to maketheir future certain
Importance

Total25-34

35-49

50+

Retirement financial plan80848986

Special healthcare for elderly

68586858

Special home arrangement for elderly

6366

6772

Ability to access to telemedicine

58687364

Visit anti-aging beauty clinic

33423624

N = 250

N = 200

N = 50N = 3,000
6 countries

10Aging is not defined by age alone
Not by age alone, aging is marked by gradualphysical, cognitive, and social decline.
You are aging when:
49% older than 60 years old or retire+

44% physically unhealthy

44% cognitively unhealthy

#2Digital Twin
FOMO Consumers put one footin digital world, and anotherfoot in the physical world forhuman connection.

Social media continues to be part of people life
Top 5 Source of Information> 5 sources

China

Japan

27%

40%

India

58%

Indonesia

Thailand

Vietnam

34%

55%

38%

Younger gen goes ‘online-only’

BothOnline only

Offiline only

34%
online only
63%
Both online + offline

 Most use both online and offline media for
information seeking, on average 5 types of media
is used However, the younger consumers show tendency
to go ‘online-only’, Thais and Chinese inparticular
Aged 25-34 yrs.

China

JapanIndia

IndonesiaThailand

Vietnam55

3122425632

35-49: 37%
50+: 25%

Consumers need Daily Small Indulgence, and social media helps!

Majority uses social media as Loneliness Reliever
54%

China

JapanIndia

Indonesia

Thailand

Vietnam58

1962666156

“Stay hungry, Stay foolish”

13%

12%

74%
more

More channel
More time

With exception to Japanese, most areopen for more information sources.

51%

Less channelLess time

24%

China

Japan

India

10%
29%

11%
22%

29%

Indonesia
9%

13%
8%

45%

7%

20%
56%

57%
13%

29%

34%

15%

Thailand
9%Vietnam
11%

16%

8%51%
68%

30%

Functional + Emotional + Social = FOMO Life
Why More Time or Channel of Information?

74% knowledge, information
43% catch up with other people

42% reduce stress, kill boredom
39% stay up to dated with social issues
36% buy products & service

#3 Segment of ONE
Exclusive yet InclusiveFrom Marketing Strategy
to Experiential Marketing Strategy

MassMarketingSegmented
MarketingSegment ofOne

From Limited consumer’s information
to Real-time consumer’s information

Right offer at the Right time to the Right customer
23

The real Prosumer Era
Rapid technology advancement has enabled the growth of Prosumption and theProsumer era: Producer + Consumer.

34%

They trust their own source of information than from brandThe real Prosumer Era
Rapid technology advancement has enabled the growth of Prosumption and theProsumer era: Producer + Consumer.

39%
They also want to have their own businessExperience is more important than brand name!

48%

In the world of choices, consumers are open to new brands.
About half indicates that experience is more important thanbrand name.

They are confident to stand up for others too58%
Equality matters
ChinaJapanIndiaIndonesia

Thailand

Vietnam

68

3871465964

#4 Generation Redefined,segmentation redesigned

Don’t segment consumers by age, goes deeper tounderstand their pain points + passion points

Cross-generation is a new friendship

39%

Although year of birth shapes the pastexperience, it doesn’t define the future.
China

Japan

India

Indonesia

Thailand

Vietnam

45

1346

44

3945

New media is not limited to new gen
The emerging platform like TikTok from China grows
fastest in Thailand – the smiling country.
41%

China

Japan

India

Indonesia

Thailand

Vietnam68108496151

25-34 yrs.

35-49 yrs.

50+ yrs.

62%

60%

62%

Regardless of gens, the ‘shoppertainment’ booms.

#52
ECO the New Value Equation
Income vs. Image vs. Impact

From Me to WE
About half Asian consumers feel proud to support
the local or community-made products
47%

35%

Total TH

25-34

35-49

50+

41

36

45

48

One third believes that brands that help
community employment and disadvantaged
persons will get long-term brand fans.

Sustainable Consumption comes with ‘income vs. impact’ equation

Flexitarian is expanding. The motivational drivers inThailand are rather unique – Health, Spirituality,

75K Messages

Environment and Budgetบุญ

24K Messages

สิ่งแวดล้อม

110K Messages

สะดวกคุม้ ค่า/ประหยัดสุขภาพ

93K Messages

70K Messages*All data has been collected from 1 Sep 2021 – 31 Aug 2022
42

The Perfectly Imperfect“Fruit or vegetable can be ugly,
but sustainability is beautiful”

One third of all gens is willing to buy ugly fruit/
vegetable to help farmers and reduce fresh waste.

31%

Near-expired Food shopping is a new fashion

26%

One fifth feels that those shop for‘near-expired’ product is pragmatic
Online shops selling near-expired food are growing rapidly. Taobao showedthat around 2 million people buy such food on the platform every year.

Consumers demand for sustainability AND affordability

Ecological friendly (We) & Economical Friendly (Me)ECO2Profit

PlanetFeasibility & Viability

Sustainabilityโลกรอดคนรอด

แบรนด์รอด

People47

Trends are like babies,
they all show potentials

What consumers asks from a brand
FromImageImpactPain Point

Passion Point

LikeRIGHT

PowerPurposeTo

The Winning Brand Toolkit
Psychology & Technology must become friends

authentictrusttransparent

empoweringmindful

M E T T A verse

MMETTA

indful,with Right Marketing NOT Like MarketingConsumers are looking for Mindful Brands.

But how mindful are we?

Commercial Impact

Societal Impact+--+Single-minded

Mindfulขายดี คิดแต่ได้คิดดี + ขายได้

Mindless

Simplemindedไม่ได้คิด

คิดดี ขายไม่ได้91

ไม่
92

From Local to GLOCAL pride93

Be the Big Brand in Consumers’ Mind

Brand Promise tells you ‘what to do’
as well as ‘what not to do’METTA

Empowering people,
not brand

Empathy FirstEM PA THY
“IN”

“FEELING”

เข้าใจUnderstanding≠ ตามใจSpoiling96

JP case: from pain point to passion point
Japanese Sound Princess97JP case: big brand purpose for small segment

98

METTAT

ransparent & Truthful

No half truth!

Transparency is not only about ‘where product comes from’, but from beginningof supply chain to consumers’ hands

TH case: when transparency wins consumers’ heart

METTAT

rust

Third-party is out, Zero-party Data is inZero-party Data is richer in values, but not volume

Data customers consciously
share with a brand.
It may be low in volume buthigh in values

Data collected directly
by a company whencustomers interact
with a brandFirst-party data anothercompany shared withyou with contractual
permission of use

Aggregated data from public/
non-public sources.
It is high in volume, but may below in values

METTAAuthentic

yet relevant

“เราเชื่อว่าในความธรรมดา คุณได้ทาดีในแบบของตัวเองแล้ว”107

Empathy without Action is uselessAction without Empathy is futureless!

Because people won't
remember what you do,they will remember how
you made them FEEL
ME + WE
113

dangjai-a@th.intage.com

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