ASEAN consumer spending could reach US$5 trillion by 2035. Discover the key trends and investment opportunities across Southeast Asia. Southeast Asia’s consumer story is rapidly evolving. Consumers are spending more, and how they spend is also changing. As income rises and the middle class expands across the region, consumers are prioritising convenience, trading up to better quality, and increasingly living and shopping online. These shifts are shaping companies across ASEAN markets that are best positioned to gain from the trend. Yet despite the momentum, many investors remain underexposed to the ASEAN consumer theme. Part of the reason is simple: there is no single ASEAN story, but six distinct markets with different levels of income, spending and digital adoption. Here are the key drivers behind the changing consumer landscape in ASEAN and where the opportunities may lie. Why invest in the ASEAN consumer theme? The ASEAN consumer story isn’t short-term spending growth....