Issues FMCG companies should consider before entering into growth markets

on Tuesday June 11, 2013 @ 9:27

Our CEO Alistair Hill, talks to SmartMonkeyTV about the findings of our latest mobile research study into the grocery shopping habits of people in developing and developed markets. Alistair also talks about the implications FMCG companies should consider if they are to be successful in their expansion into growth markets.

Overview of the Study:

The study consisted of 5,375 consumers in the UK, US, Brazil, China, India and Nigeria. All questions were asked through a survey taken via the mobile Internet and we used our own panel of respondents.

Key considerations for developing markets:

  • In developing markets people are more inclined to use public transport or walk, therefore smaller sized products and low cost basket sizes will have more appeal.
  • Local brands and stores should not be underestimated - shopkeepers are the gatekeepers and even the best conceived consumer strategies need their support to succeed.
  • Setting up shop in close proximity to where people live is a critical success factor, as is having access to a local distribution network.


To give the data a human perspective we also asked respondents to take a picture on their mobile of their main grocery store, the transportation they use to get to the store and their grocery shopping.


Is your company interested in entering into a growth market?

You can find out how by contacting us.

You can view the full presentation and pictures here:

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