Who is the ASEAN Consumer?

Southeast Asian consumers represent a rapidly growing segment of the World’s population; recent World Bank estimates put the total population of all ASEAN states at over 630 million inhabitants.

Globally, the region has become one of the most coveted consumer markets following rapid and stable economic growth it has enjoyed since the turn of the millennium. It can be said that the ASEAN consumer is evolving into one that is increasingly discerning and internet-savvy.

Yet it would be impossible to attempt to narrow down traits of a “typical” ASEAN consumer; it would be an extremely inaccurate representation due to a multitude of variables – some economic, others cultural, even psychological.

So the question is, who is the ASEAN Consumer?