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The rise of middle-income consumers continues to fuel sales growth of many products and services in ASEAN markets, including travel and leisure activities, as well as healthcare and fashion products. These consumers are increasingly looking beyond functionality and making ethically-conscious purchases. User reviews and social media platforms are influential in shaping ASEAN consumers’ purchase decisions as the HKTDC Research survey revealed. More

This report examines the consumer markets in five ASEAN countries – Malaysia, Thailand, Indonesia, the Philippines and Vietnam. It starts by providing an overview of ASEAN and findings of a survey of the middle class. This is followed by individual analyses of each ASEAN-5 consumer market in terms of the economic and retail market backdrop, retail channels, FDI rules, and country-specific survey results, alongside business opportunities. More