Festive sales driven by in-home consumption: NielsenIQ

MALAYSIA and Vietnam are the two top festive spenders within South-east Asia this year, with sales value growth in Malaysia up a whopping 32 per cent, followed by Vietnam at 15 per cent.

Unsurprisingly, China is up by 33 per cent, with strong consumer spending on fast moving consumer goods such as food, beverages, alcohol, personal care and household products.

According to Didem Erodogan, NielsonIQ's senior vice-president of intelligent analytics in the Asia-Pacific and Eastern Europe, the Middle East and Africa, spending habits will differ among consumers depending on the financial impact the pandemic has inflicted on them.