The consumer in the Asia–Pacific region is quickly evolving—and brands would be wise to pay attention, explain senior partner Dymfke Kuijpers and coauthors. For instance, 63 percent of consumers surveyed in Australia said they had adopted new shopping behaviors—including shopping at different stores or buying different brands—in the prior three months. This figure is even higher in India (87 percent), China (83 percent), and South Korea (67 percent).
Image description:
A heat map with proportional bubbles displays the willingness of respondents in various Asian countries to try new shopping experiences. Generally, India consistently shows the highest openness across all categories, including new shopping behaviors, different retailers, digital methods, private labels, and online shopping methods such as curbside pickup and delivery. Japan, however, consistently exhibits the least interest in these new shopping experiences. Other countries, including Australia, China, and Korea, vary in their levels of interest.
Source: McKinsey Consumer Pulse Survey, Aug 2023.
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To read the article, see “‘Zero consumers’: What they want and why it matters,” October 18, 2023.