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What does Traditional Trade sell?

2 minute read | July 2014
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Recent political reforms, including a large young population and a strong economic outlook, make Burma one of the most attractive markets for large corporations both at scale. local and global Burma’s population has crossed over 56 million, which is considered to be the 2nd largest country in ASEAN. The market here is changing rapidly with expanding media usage and the development of buying behaviour. Therefore, being able to keep up with the changing consumer routines is one of the key factors in keeping local and multinational companies successful in the years ahead.

Nielsen MMRD reveals key media and consumer trends that make Myanmar one of the last frontiers in the world of great interest.

Population:

At present, over 56 million people live in Myanmar. Nearly half of the population (47%) are under 24 years of age.

Media trends:

·     Television is the most used medium. About half of the population (50.7%) will watch television every week, followed by radio (43.4% weekly audience reach), journals (29.8%), newspapers (12.0%), magazines (7.6%) and movies (2.7%).

·       use of the Internet throughout the country Still, the ratio is low, with only 4% of consumers having Internet access. And with an average of 3.5 hours per week usage, usage in the metropolitan and metropolitan areas was higher compared to urban and rural areas, with average internet usage at 16.4 percent vs. 7.8 percent and 7%. 0.7 in urban and rural areas respectively

Advertising Trends:

·       Advertising for foreign brands in Myanmar has grown exponentially in the past year after a large influx of foreign companies has flooded the country. and from the establishment of a 24-hour television station, as well as the establishment of a private newspaper Local brands therefore follow the trend by increasing their advertising budgets to compete with new businesses that have just entered the market. In 2013, foreign brands in Myanmar invested $87.5 million in advertising in Myanmar. That’s up from $28.6 million in 2010. During the same period, the amount of local brands invested in advertising grew from $28.4 million in 2010 to $64.4 million. United States in 2013

·    Between 2001 and 2013, advertising spend increased 13-fold, from $11.7 million to $152 million. Most of that growth was in 2008 and 2013, from $57 million to $152 million.

·      The top five product categories for advertising budget in 2013 across all media were: toothbrush and toothpaste Followed by a coffee drink (coffee mix), shampoo and hair conditioner. skin care products and mobile phones and mobile devices While the top 5 brands with the most advertising budgets were Colgate, Ovaltine, Signal, HTC and Sunsilk.

Main product trends:

·        Coffee and soft drinks are among the largest and fastest growing segments in Myanmar. Between 2009 and 2013, coffee mixes grew 104% to $249 million. US dollar while soft drinks grew 126 percent to $161 million. during the same period

For more information, please contact Suresh Ramalingam, Nielsen’s Managing Director, Thailand, Vietnam and Myanmar Cluster at suresh.ramalingam@nielsen.com.