Digital natives drive shift in consumer behaviour

Digital natives represent 50% consumption in 2030.

The Asian market is witnessing a transformation in the retail sector, driven by the rise of digital natives and the adoption of new technology, according to Hugo Texier, Partner Consumer Goods and Retail at Roland Berger, Asia.

Texier noted, "We see a massive shift in consumer behaviour, mainly driven by digital natives who represent about 50% of the consumption in 2030." This demographic shift is leading to a deeper integration of digital technology, influencing how brands and retailers are rethinking the role of physical stores. 

"Shoppers are moving easily from offline to online, which leads brands and retailers to rethink the role of the stores in that customer journey, from a place where we buy products to a place where we experience brands and meet them," explained Texier.

This evolution reflects a broader trend in Asia, which stands out for its high level of digital adoption and a robust e-commerce growth rate that doubles the global average. "E-commerce has become increasingly content-driven, with the share of content-driven e-commerce expected to reach 1 trillion USD by 2025," Texier highlighted. 

Countries like China, India, Indonesia, and Malaysia are seeing a high penetration of local and regional players who are significantly shaping the market landscape. "We see the growing domination of local players within that ecosystem, including marketplaces, digital payment systems, and influencers," Texier stated. This trend necessitates that international brands and retailers adapt their strategies to meet the unique preferences and expectations of the Asian consumer.