The ASEANASEAN Opportunity: Strategies and Insights for FMCG Success

Rudolf Tjandra () and Amalia E. Maulana ()
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Rudolf Tjandra: Kalbe Group
Amalia E. Maulana: BINUS University

Chapter Chapter 2 in Navigating ASEAN, 2025, pp 11-19 from Springer

Abstract: Abstract ASEANASEAN presents a diverse and dynamic landscape for FMCG brand managers. The region’s ten member states offer a wide range of opportunities, with each country demonstrating unique consumer behaviours and market trends. For example, IndonesiaIndonesia, with its massive population, exhibits strong demand for halal-certified products, emphasizing the need for cultural alignment. In VietnamVietnam, rapid urbanization and growing health consciousness create opportunities for functional and premium goods tailored to active lifestyles.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-96-9701-4_2

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DOI: 10.1007/978-981-96-9701-4_2

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