罗兰贝格：2026年亚洲消费者研究报告：解码亚洲消费多元格局（英文版）-三个皮匠报告

1、Asia Consumer Study 2026Unraveling Asias complex consumer landscapeSTUDYFor more than a decade,Asia has been synonymous with consumer growth.But today,that growth story is giving way to something more complex:a landscape defined less by expansion alone and more by divergence and consumer discipline.

2、Expectations around price,quality and seamless shopping are evolving rapidly.Asia remains the engine of global consumer growth,with private consumption set to expand by almost 40 percent or USD 7 trillion in the next decade.The challenge?Converting that scale into sustained momentum.At the category

3、level,this shift is clear.Across most markets,groceries and essentials anchor the consumer basket,reflecting a pragmatic focus on core needs.But at the same time,discretionary categories such as alcohol and tobacco are contracting widely,underscoring tighter household discipline with Mainland China

4、the only exception,where status-driven and experience-led spending continues to sustain selective non-essentials.Perhaps surprisingly,consumers in mature economies such as Singapore appear more price sensitive than those in developing markets such as Vietnam,Indonesia and the Philippines,where quali

5、ty is increasingly the primary driver of choice.This rebalancing is redefining value.Consumers are selectively trading up to reputable brands that signal reassurance and durability rather than simply seeking the lowest price.Luxury is back to growth,but unevenly so:expansion is concentrated in emerg

6、ing markets,while mature economies stagnate as shoppers become more selective and more attentive to brand value propositions.Sustainability,meanwhile,is receding as a standalone purchase driver.In luxury,exclusivity remains decisive,while in FMCG,tangible value increasingly outweighs ESG narratives.

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