Brand loyalty used to be the moat. Now it has to be re-earned.
Across Southeast Asia, local heroes are gaining share and shoppers are trading on value. Loyalty is no longer a reliable moat — it must be re-earned through price, functionality and emotional relevance. We help FMCG leaders prove where they still command a premium, and where they are being commoditised.
Discovery Migrates To Social & AI – Discovery has migrated to social and AI.
Where FMCG is heading
The incumbency of multinational brands is breaking, and the loyalty moat has to be rebuilt on relevance and speed.
Local and regional manufacturers now hold more than half of FMCG value in several markets. Private label is gaining structural acceptance, discovery has migrated to social and AI, and shoppers are deliberate. Brands that cannot prove functional and emotional value — and act on the social/AI journey — lose penetration and the discovery battle before the shelf.
Our FMCG brand-health tracking, audience profiling and category intelligence give brands an independent read on where loyalty holds, where value is eroding, and where discovery is moving.
“I was impressed with the speed and ease of Decision Lab's omnibus service. Within just three days, we obtained high-quality consumer insights that helped us shape our marketing strategy. The efficient process and professional team made working with Decision Lab a breeze. Highly recommended for quick and reliable market research.”
Alan Cerutti
Co-founder & CEO
Happiness Saigon
“We are happy with the collaboration with Decision Lab. They have delivered a high-quality report that provides valuable insights into the needs and preferences of Vietnamese employees in the post-pandemic era. We are impressed by the speed and professionalism of Decision Lab, and look forward to working with them again.”
Greg Ohan
CEO
The Sentry
From Decision Lab
Press releases
Research, rankings and commentary on Southeast Asia’s FMCG sector.
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