Mastering momentum in Asia Pacific

Looks at the challenge of sustainable growth, finding that fewer than 6% of global brands grow market share over the first year.
  • Of these, only 6 in 10 sustain this growth over three years, and only 1 in 10 improve on their initial gain.
  • Kantar spoke to consumers across 11 markets in Asia Pacific to see how their spending behaviour has evolved, with the majority reporting that they are less ready to part with their money and are more careful with their purchases.
  • They are less likely to be swayed by overblown brand promises or the words of influencers – they make their decisions based on a layered understanding of the brand, built up over numerous...

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Insights Team
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