Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Strategy Briefing

The Other Asia Pacific: Long-term Growth Prospects in Southeast Asia

50 pages, May 2013

US$1,200

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Though often overshadowed by China and India, Southeast Asian markets represent major foodservice opportunities. The region’s six largest countries have a collective US$118 billion in total value, with chained value expected to grow at a CAGR of 5% between 2011 and 2016. They are also home to young populations of confident consumers, established dining-out cultures and growing interest in chains, suggesting they could be particularly fertile ground for growth over the long term.

Files are delivered directly into your account within a few minutes of purchase.

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Young people are the gateway

Any operator looking to make headway in Southeast Asia will have to find a way to resonate with young local consumers. Consumers under the age of 30 make up the majority of the combined population, and they are drawn to exciting dining experiences, varied menus, strong branding and innovative technology.

Social media is the conduit

Despite the region’s emerging market status, 24% of its population is on Facebook and many participate in a growing culture of online food-sharing. This lends operators the opportunity to market their brands and interact with consumers on their own terms.

Dining culture = street food culture

Street food dominates Southeast Asian consumer foodservice, claiming 55% of regional transactions in 2011. Chained operators can compete for this demand using menu innovations that target snackers and multi-format outlet strategies that maximise appeal.

Boom (and bust?) in Thailand C-stores

Thailand’s convenience store market has thrived on the backs of a culture of constant snacking throughout the day, and rapid expansion by Japanese chains. Now, all the major players are looking to increase their outlet density significantly in the hopes of claiming share. Fierce competition and saturation should be a long-term concern.

Local operators are thinking global

Just as international operators are scrambling to gain traction in Southeast Asia, local operators are setting their sights abroad. Jollibee is cementing its presence in the US and Middle East through strategic expansion and China through acquisitions, while Thai chain 5 Star Chicken is testing the international waters with a presence in India.

Fried chicken is primed for growth

Chicken foodservice is set to offer significant growth opportunities in various formats, and so far the competitive landscape is relatively thin. KFC, Mang Inasal and 5 Star Chicken are battling for share, leaving room for new concepts in a range of categories.

Want to find out more about this report?

Request more information

Introduction

Scope

Key insights in Southeast Asia consumer foodservice

Rise of the Southeast Asian Consumer

Southeast Asia is a major world region with high growth prospects

Southeast Asia home to varied dining cultures

With universal underlying themes that are driving growth

Consumers are confident due to steady economic conditions

Rising spending on food and beverages

ASEAN populations are young – and getting younger

Rising disposable incomes

Increasing access to technology

Growing social media usage

What does the median Southeast Asian consumer look like?

Regional Performance

Steady value growth in all markets led by Indonesia and Vietnam

Chains growing at a more rapid pace

Dominant value categories vary by market

Fast food leads growth across the region

International fast food concepts lead region in value

Multinational operators are gaining fast

Home-grown chains hold their ground

Market knowledge helps local concepts stay competitive

Jollibee uses product mix and loyalty to keep McDonald’s at bay

Next up: Southeast Asian chains with global reach?

Key takeaways for chained success in Southeast Asia

Case Studies

Case study: How lifestyle branding is maximising youth appeal

Critical mass of young consumers is ageing into foodservice

Appealing to young people: The third place and tech adds value

Something different, something exciting, something new

Case study: The rise of Filipino foodie culture

Combination of factors stoke demand for premium foodservice

Stronger demand for chained foodservice

In response, operators are improving the dining experience

Continuing evolution brings future opportunities

Case study: Modern opportunities in traditional street food

Transactions showcase unique and varied dining traditions

Dependence on street food

Multi-format outlets effectively target broad demand

Operators target snacking demand with varying strategies

Street food culture yields opportunities for those who can adapt

Growth Prospects

Value growth will continue over the long term

Growth shows major opportunities in full-service and fast food

Chained growth belongs to Thailand, Indonesia

Local cuisine still rules in full-service

Fast food belongs to international chains

Key growth opportunities span categories and markets

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

The Other Asia Pacific: Long-term Growth Prospects in Southeast Asia

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Young people are the gateway

Social media is the conduit

Dining culture = street food culture

Boom (and bust?) in Thailand C-stores

Local operators are thinking global

Fried chicken is primed for growth

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key insights in Southeast Asia consumer foodservice

Rise of the Southeast Asian Consumer

Southeast Asia is a major world region with high growth prospects

Southeast Asia home to varied dining cultures

With universal underlying themes that are driving growth

Consumers are confident due to steady economic conditions

Rising spending on food and beverages

ASEAN populations are young – and getting younger

Rising disposable incomes

Increasing access to technology

Growing social media usage

What does the median Southeast Asian consumer look like?

Regional Performance

Steady value growth in all markets led by Indonesia and Vietnam

Chains growing at a more rapid pace

Dominant value categories vary by market

Fast food leads growth across the region

International fast food concepts lead region in value

Multinational operators are gaining fast

Home-grown chains hold their ground

Market knowledge helps local concepts stay competitive

Jollibee uses product mix and loyalty to keep McDonald’s at bay

Next up: Southeast Asian chains with global reach?

Key takeaways for chained success in Southeast Asia

Case Studies

Case study: How lifestyle branding is maximising youth appeal

Critical mass of young consumers is ageing into foodservice

Appealing to young people: The third place and tech adds value

Something different, something exciting, something new

Case study: The rise of Filipino foodie culture

Combination of factors stoke demand for premium foodservice

Stronger demand for chained foodservice

In response, operators are improving the dining experience

Continuing evolution brings future opportunities

Case study: Modern opportunities in traditional street food

Transactions showcase unique and varied dining traditions

Dependence on street food

Multi-format outlets effectively target broad demand

Operators target snacking demand with varying strategies

Street food culture yields opportunities for those who can adapt

Growth Prospects

Value growth will continue over the long term

Growth shows major opportunities in full-service and fast food

Chained growth belongs to Thailand, Indonesia

Local cuisine still rules in full-service

Fast food belongs to international chains

Key growth opportunities span categories and markets

Why buy this report?

Want to find out more about this report?

Recently Viewed

Complete Catalogue

Strategy Reports

Country Reports

Recently Viewed

Complete Catalogue

Strategy Reports

Country Reports