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

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

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