Roland Berger Study Highlights Shift in Asian Consumer Behavior as Trust and Quality Overtake Price

Roland Berger Study Highlights Shift in Asian Consumer Behavior as Trust and Quality Overtake Price

(IN BRIEF) Roland Berger’s latest Asia Consumer Study reveals that while Asia will generate more than USD 7 trillion in additional consumption over the next decade, consumer behavior is becoming more selective and value-driven. Factors such as product quality, reliability, and brand trust are now more important than pricing or sustainability alone. Local brands, particularly in China, are gaining ground against international competitors, reducing the advantage of imported goods. While luxury markets are growing in emerging economies, consumers are becoming more cautious and less willing to try new brands. Food remains the most stable growth category, while discretionary spending declines. The findings highlight the need for companies to focus on trust and tangible value to succeed in Asia’s evolving consumer landscape.

(PRESS RELEASE) MUNICH, 8-Apr-2026 — /EuropaWire/ — Roland Berger has released its latest Asia Consumer Study, highlighting a major transformation in consumer behavior across the region, where more than USD 7 trillion in additional consumption potential is expected over the next decade. Despite this significant growth outlook, the report indicates that international exporters, particularly from Germany, may face increasing challenges in capturing this demand.

The study finds that Asia remains the most important global driver of consumption growth, making it a key market for exports. However, purchasing patterns are shifting as consumers become more cautious, selective, and brand-conscious. Growth is no longer primarily driven by price competitiveness or broad market reach, but by trust, product performance, and perceived reliability.

Across eleven major markets—including China, India, Japan, and the Philippines—the study identifies a move toward value-based consumption. Rising living costs and economic uncertainty are prompting consumers to prioritise quality and long-term value over low pricing strategies.

China, which remains Germany’s most important trading partner, exemplifies this trend. Domestic brands are increasingly viewed as comparable in quality to international alternatives, reducing the traditional advantage of imported goods. The “Made in Germany” label is no longer a guaranteed differentiator, with the luxury segment standing as a notable exception where foreign brands continue to hold strong appeal.

The report also highlights a shift in attitudes toward sustainability. While still relevant, sustainability is becoming less decisive in purchasing decisions, with its importance declining by around ten percentage points compared to 2024 in several markets. Instead, consumers are treating sustainability as an added benefit rather than a primary driver.

Hugo Texier, Partner at Roland Berger, emphasized that although Asia remains the world’s leading growth engine, companies must adapt to rising expectations and stronger local competition. He noted that international brands must build genuine trust with consumers or risk being overtaken by domestic players.

Luxury markets in Asia are showing renewed growth, particularly in categories such as apparel, jewelry, and beauty. This expansion is being driven by fast-growing economies like India, Indonesia, and the Philippines, where more than half of luxury consumers intend to increase spending. In contrast, more mature markets such as Japan, South Korea, and Hong Kong are seeing slower growth, with fewer consumers planning to expand their luxury purchases. At the same time, consumers are becoming less inclined to experiment with new luxury brands, instead favouring established names associated with quality and exclusivity.

Food remains the only category demonstrating consistent growth across all surveyed markets, with consumers prioritising essential goods over discretionary spending. Categories such as alcohol and tobacco are experiencing declining relevance, reflecting a broader shift toward more pragmatic consumption habits.

The study is based on insights from 3,300 consumers across eleven Asian markets and provides a forward-looking perspective on purchasing behaviour and spending intentions. Its findings suggest that companies aiming to succeed in Asia must refine their value propositions, focusing on tangible benefits, trust, and product quality rather than relying on brand origin alone.

About the Study
Roland Berger’s Asia Consumer Study is based on a survey of 3,300 consumers across eleven Asian markets: China, India, Japan, South Korea, Vietnam, Indonesia, Thailand, Malaysia, the Philippines, Singapore, and Hong Kong. Conducted in winter 2025, the study analyzes consumer behavior, purchasing criteria, and spending intentions with a view to 2026 and beyond.

Roland Berger is one of the world’s leading strategy consultancies with a wide-ranging service portfolio for all relevant industries and business functions. Founded in 1967, Roland Berger is headquartered in Munich. Renowned for its expertise in transformation, innovation across all industries and performance improvement, the consultancy has set itself the goal of embedding sustainability in all its projects. Roland Berger generated revenues of around 1 billion euros in 2024.

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SOURCE: Roland Berger GmbH