CONSUMER BEHAVIOUR: Global Survey: Asian Markets, Brazil See Consumer Confidence Boost - Nielsen

According to recent survey results from Nielsen, the global markets, in particular the Asian and Brazilian markets, continue to show signs that the economy is emerging from a global recession - and that recovery may be accelerating. This bodes well for retailers across the board.
Key findings include that consumers are spending more on "luxuries", and showing an overall general readiness to start spending again. Retailers, take note - green and/or eco-friendly, organic products that are priced at a premium (due to quality, packaging, etc.) have a place amongst these "luxury" items. Further, this is also a point of note when merchandising for gourmet food items - check out our Gourmet Merchandising regular feature in ihr for more on this subject.

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Global Survey: Asian Markets, Brazil See Consumer Confidence Boost
January 6, 2010

An increase in consumer confidence in Asian markets, as well as Brazil, continues to reflect signs that the economy is emerging from a global recession and, in some markets, the recovery is accelerating, according to the latest Nielsen Global Consumer Confidence Index. Results of the Nielsen survey showed that confidence gains in markets recovering fastest from recession – including Hong Kong, China, Singapore, India and Brazil – have fueled renewed willingness to spend by many consumers as they head into 2010. More consumers are increasing savings and stock market investments, as well as spending more on “luxuries” such as entertainment, clothes, and vacations. The Nielsen survey, which tracks consumer confidence, major concerns and spending habits, was conducted among more than 17,500 Internet users in 29 markets between December 4 -18, 2009.

“The Nielsen survey shows that in the past six months, consumers have become more optimistic about their countries emerging from recession with better job prospects and personal finances. This is another sign that global recovery is heading in the right direction,” said James Russo, Vice President, Global Consumer Insights, The Nielsen Company. “However, while purse strings may be loosening in some markets, there is clearly a big difference in the pace of expected recovery between the emerging and developed markets, and consumers’ increased confidence is not yet translating into a widespread readiness to start spending.”

While eight of the top 10 most confident markets in the fourth quarter of 2009 came from Asia Pacific, including emerging markets Indonesia (ranked 1st) and India (ranked 2nd), consumers in two of Asia’s most developed markets, South Korea and Japan, were the least confident. Brazil (ranked 3rd) and Canada (ranked 10th) were the only countries outside of Asia to make the top 10. Hong Kong recorded the highest consumer confidence increase for the second consecutive quarter in Q4 – up seven index points from 93 in Q3 2009 to 100 (on a scale of 0 to 200 Index points) in Q4. Confidence in Hong Kong rose a total of 21 points since June 2009.

Globally, between June and December last year, the Nielsen Global Consumer Confidence Index rose five points from 82 to 87.

Source: Nielsen Canada