The global financial crisis has brought into sharper focus the long-term shift in economic power towards the developing world. Global consumer product companies are embracing this underlying trend and the mantra of reaching the next one billion customers in emerging markets.
To help companies turn their ambitions into reality, we've conducted a research project to understand the differences in shopping behaviour around the world.
The research also highlights some of the issues western consumer product companies and grocers should consider, before launching in developing markets.
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.
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.
The images provide a stark contrast in lifestyles around the world.