FROM THE BOTTOM OF THE PYRAMID TO THE EMERGING MIDDLE CLASSES WRITTEN BY SARAH BOUMPHREY – HEAD OF COUNTRIES & CONSUMERS PRESENTED BY SCOTT RENCHER – DIRECTOR – LATIN AMERICA APRIL 2014
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FROM THE BOTTOM OF THE PYRAMID TO THE EMERGING MIDDLE CLASSES
WRITTEN BY SARAH BOUMPHREY – HEAD OF COUNTRIES & CONSUMERS
PRESENTED BY SCOTT RENCHER – DIRECTOR – LATIN AMERICA
APRIL 2014
INTRODUCTION
FROM THE BOTTOM OF THE PYRAMID…
TO THE EMERGING MIDDLE CLASSES
CONCLUSION
3
Latin America: A Consumer Market Worth US$3.6 trillionINTRODUCTION
Economic stability
Proximity to USA
Resource rich
Young population
4INTRODUCTION
INTRODUCTION
FROM THE BOTTOM OF THE PYRAMID…
TO THE EMERGING MIDDLE CLASSES
CONCLUSION
6FROM THE BOTTOM OF THE PYRAMID…
7FROM THE BOTTOM OF THE PYRAMID…
8FROM THE BOTTOM OF THE PYRAMID…
PromasidorNIGERIA
CowbellPOWDERED MILK
29.3%MARKET SHARE
INTRODUCTION
FROM THE BOTTOM OF THE PYRAMID…
TO THE EMERGING MIDDLE CLASSES
CONCLUSION
11TO THE EMERGING MIDDLE CLASSES
12TO THE EMERGING MIDDLE CLASSES
13TO THE EMERGING MIDDLE CLASSES
14TO THE EMERGING MIDDLE CLASSES
15TO THE EMERGING MIDDLE CLASSES
16TO THE EMERGING MIDDLE CLASSES
17TO THE EMERGING MIDDLE CLASSES
18TO THE EMERGING MIDDLE CLASSES
IKEACHINA
LocalFLAVOUR
GranularSTRATEGY
INTRODUCTION
FROM THE BOTTOM OF THE PYRAMID…
TO THE EMERGING MIDDLE CLASSES
CONCLUSION
21
Latin American household income distribution in 2020CONCLUSION
26%US$45,000+
59%US$10,000-US$45,000
16%< US$10,000
15.8 millionmore households earning US$10,000-45,000
2.8 millionfewer households earning less than US$10,000
22
Appropriate products at the right price
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