Benchmark Study: Daily Necessities in South East Asia

background & purpose

The daily necessities industry in Southeast Asia is a large and growing market. Southeast Asia is one of the world’s fastest growing regions, with a surge in consumer demand for daily necessities as living standards rise. According to Statista, the Household Essentials Market in Southeast Asia is projected to reach US$6.07bn in 2024, with a CAGR of 13.67%, resulting in a market volume of US$11.52bn by 2029. However, there are also growing concerns about the rising cost of living, including the affordability of essential items among consumers.

In response to these dynamics, businesses in the daily necessity industry may need to focus on strategies such as product innovation, cost optimisation, and targeted marketing efforts to maintain competitiveness and meet evolving consumer needs. This can be strengthened by benchmarking against industry leaders. As such, through interviews and desk research, this research was conducted to better understand the decision making process and production system of an internationally well-known competitor in South East Asia. This will allow us to identify best practices and performance goals in the industry for businesses to stay competitive.