Out-of-home space in APAC presents opportunities for brands to target time-pressed consumers, says GlobalData

Majority of the consumers across the Asia-Pacific (APAC) region prefer to visit out-of-home destinations on a regular basis. As a result, the region presents opportunities for brands to target busier and time-starved consumers, says GlobalData, a leading data and analytics company.

 

GlobalData’s 2019 Q3 Consumer Survey reveals that 63% consumers in APAC actively buy products that help them save time and effort.

 

Shagun Sachdeva, Consumer Insights Analyst at GlobalData, explains: “As consumers spend more time outside the home, they look for products that satisfy their convenience and indulgence, thereby challenging the brands to effectively meet a wide range of occasions and need states (which are constantly in a state of flux) with product and service offerings that can truly meet these consumer needs.”

 

This is especially visible in the case of meals at foodservice establishments. This can be attributed to convenience and the strong culture in these markets towards eating out at meal times, creating an opportunity for ready-to-eat and grab and go offerings.

 

Sachdeva adds: “Brands seeking to leverage the out-of-home trend must target younger consumers. Out-of-home is in the growth stage of its trend lifecycle. It presents strong growth opportunities across most sectors including food, alcoholic drinks, non-alcoholic drinks, personal care and foodservice.”

 

While Out-of-home trend in Thailand since January – September 2019 has worth 9.95 bn. baht. By the result, Communication section has spent highest, real estate and skin care preparation respectively. 

Business section	OOH ad spending (THB)
1. COMMUNICATIONS	771,156,000
2. REAL ESTATE	746,336,000
3. SKIN-CARE PREPARATIONS	700,238,000
4. CREDIT/DEBIT CARDS	376,090,000
5. RETAIL SHOPS/STORES	360,253,000
6. MOTOR VEHICLES	354,692,000
7. NON ALCOHOLIC BEVERAGES	332,590,000
8. BANKS	251,521,000
9. SUNDRIES	242,704,000
10. TRAVEL & TOURS	238,543,000

Most OOH ad spending 2019 by business section as follows:

Business section (Brand)	OOH ad spending (THB)
1. COMMUNICATIONS –     SAMSUNG MOBILE PHONE UNIT	205,703,000
2. REAL ESTATE –     AP CONDOMINIUMS	39,136,000
3. SKIN-CARE PREPARATIONS –     ESTEE LAUDER FACIAL ANTI-AGING	84,600,000
4. CREDIT/DEBIT CARDS –     AEON CREDIT CARDS-NON BANKS	101,436,000
5. RETAIL SHOPS/STORES –     CENTRAL DEPARTMENT STORE	71,090,000
6. MOTOR VEHICLES –     TOYOTA PASSENGER CARS	67,797,000
7. NON ALCOHOLIC BEVERAGES –     PEPSI SOFT DRINK	59,986,000
8. BANKS –     BANGKOK BANK	57,163,000
9. SUNDRIES –         SIAM LASER CLINIC (SLC)	30,590,000
10. TRAVEL & TOURS –     AIR ASIA AIRLINES	57,995,000