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3. Winning with Consumers:
3.1 Emerging Markets Target Consumer
KEY TAKE-OUT
Emerging Middle Class Strivers:
Natural is becoming a
driver of brand choice in • Strivers are not content to ‘get by’,
EM. Consumer decode
natural as healthier & actively pursuing a place in the
fresher. emerging middle class
The “Something Healthy”
breakfast need is • They aspire to a quality of life and
common across every experiences associated with
emerging market developed world
Granola has proven all • However, they have a zero sum
day application from budget – one in one out – so very
breakfast, snacking mid conscious of every purchase and
morning and afternoon,
light lunch and dinner getting value is a must
applications
Granola is the best • Health is a key tension in helping
performing breakfast them to succeed, access to the
food in hot milk and
yoghurt consumption right nutrition that gives them an
edge – to provide themselves and
their family a level of advantage
• Strivers seek out new foods and
brands that signify that they are
upwardly mobile and progressing
