Despite living different economic, cultural, social, family values and belief situations, emerging markets have 3 characteristics in common:
Social Mobility: the migration of poverty to the middle class doubled in the last decade.
Economic inequality: the middle class grew because labor informality and geographical differences.
Greater lacks in basics: the group is the most vulnerable because of factors such as size, low access to education and informality.
The Indian struggling middleclass consumer is highly adaptive, confident and progressive. They desire a healthy future, have lots of exposure and diferent kinds of inspiration and are characterized by togetherness. As consumers, brand loyalty is a time saving strategy. They seek good deals since having kids increases the need for food safety. Breakfast is mostly to a good start, and it is deeply embedded in traditional habits and preparations, but school kids and young Millennials are making the change through the personalization of cereal and its alternatives as a breakfast byproduct.
In all countries, the family is the most important element when visualizing the future. In South Africa, family time means sharing a meal, which may be a quick breakfast or a more elaborate dish. With financial stability comes a form of luxury where they don’t want to splurge but for necessities, they will go the extra mile. They need a healthier breakfast that includes variety, instantaneity, also that is filling, not too sweet, crunchy, and out there.
Simple instinct and not demanding complexity, not exaggerating either. The emerging middle class consumer in this country seeks stability through a collective ambition that will result in a better life. Although they do not count on a monthly budget, they are smart shoppers who explore new products if recommended by a relative or a friend. Value is more important than the highest quality. Value means conscious spending, which in breakfast reflects through keeping the tradition, regulating diet and looking for energy. Cereal boxes especially Corn Flakes are available in every home and Kellogg’s is a top of mind brand.
For Mexican consumers, what is perceived as natural and traditional are key elements when having breakfast, especially because wasting food is not acceptable. This is why cereals not only compete with other products made for breakfast, like fruits or eggs but also with meal left overs. Because a practical breakfast is not enough, in Mexico it definitely has to be filling with a long-lasting effect. Time for getting kids ready, commuting, and taking care of the personal image is not enough for having a complete breakfast.
São Paulo is mainly formed by people from other states, especially from poor areas who are looking for job opportunities. They believe in their capacity of producing something in order to change their actual condition. They also have a strong sense of community because life is much easier together. Food is a way to connect with others, whenever they have the time, they will prefer to have breakfast at home, to sit and enjoy it peacefully with their families. The majority thinks it is not a good idea to start the day eating sugary foods like candies, chocolate, and big boxes of cereals, since these items are considered snacks for other moments of the day, and are not perceived as complete meals.
Shanghai local residents receive help and support from parents, while non Shanghainese are striving in with heavier economic pressures. Overall, consumers are not ambitious, and they are quite satisfied with their jobs. They don’t plan to change their actual jobs and don’t expect to be promoted as it is very difficult. Chinese consumers claim to be rational shoppers, and usually, don’t spend over the budget. Since morning hours are always fast paced, foods can not be too hot, so they mix it with a liquid (milk, soymilk, congee, etc.) with something dry (Chinese steamed bun, bread, cake, etc.) Cereal is seen as a tasty meal, which is also sweet and crunchy.