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The rise of emerging-market consumers

From oxcart to Wal-Mart
article | McKinsey Quarterly

From oxcart to Wal-Mart: Four keys to reaching emerging-market consumers

October 2012—To get products to customers in emerging markets, global manufacturers need strategies for navigating both the traditional and the modern retail landscapes.more

Winning the 30 trillion decathlon Going for gold in emerging markets
article | McKinsey Quarterly

Winning the $30 trillion decathlon: Going for gold in emerging markets

August 2012—By 2025, annual consumption in emerging markets will reach $30 trillion—the biggest growth opportunity in the history of capitalism. To compete for the prize, companies must master ten key disciplines.more

Editor's choice

China e-tailing - image
report | McKinsey Global Institute

China’s e-tail revolution

March 2013—The rapid path from retailing to e-tailing is encouraging consumption and reshaping the industry. more

Consumer packaged goods
report

Designing a winning consumer goods organization

February 2012–Greater complexity requires better organizational design.more

Winning with IT in consumer packaged goods Seven trends transforming the role of the CIO
article

Winning with IT in consumer packaged goods: Seven trends transforming the role of the CIO

March 2013—Technology is increasingly fundamental to competitive advantage in the consumer-packaged-goods industry. IT leaders are stepping up to the challenge.more

Meet the Chinese consumer of 2020
article | McKinsey Quarterly

Meet the Chinese consumer of 2020

March 2012—Evolving economic profiles will continue to be the most important trend shaping the market.more

Stephen Roach on the consumer opportunity in China
interview

Stephen Roach on the consumer opportunity in China

March 2012—Focusing on exports to the world’s second-largest economy will help the United States generate growth and jobs, says Morgan Stanley Asia’s former nonexecutive chairman.more

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The rise of the African consumer
article

The rise of the African consumer

November 2012—The single-largest business opportunity in Africa will be its rising consumer market. A McKinsey report, one of the first of its kind, offers a detailed profile of African consumers, including their demographics, behavior, and needs.more

Understanding Mexicos evolving consumers
article

Understanding Mexico’s evolving consumers

August 2012—Their behavior since the downturn contrasts sharply with that of their US neighbors. As the country’s economy rebounds, many of these differences will probably persist.more

The value proposition in multichannel retailing
article

The value proposition in multichannel retailing

May 2011—Consumers love low prices, but retailers shouldn’t overlook the way shoppers perceive value online and in stores.more

Social media video
video

Making sense of social media

June 2012–In this video series, McKinsey partners show that by mapping social-media initiatives to different stages of the consumer decision journey, companies can prioritize investments and provide customers with exceptional brand experiences.more

The commodity crunch in consumer packaged goods
article | McKinsey Quarterly

The commodity crunch in consumer packaged goods

December 2010—Packaged-goods companies have been socked by rising commodity prices. Executives in other industries can learn from their experience.more

Inside P and G
article | McKinsey Quarterly

Inside P&G’s digital revolution

November 2011—CEO Robert McDonald wants to make the consumer goods giant the world’s most technologically enabled company. Here’s how.more

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The archipelago economy: Unleashing Indonesia's potentialcollection

Focus on Asia

Older smarter more value conscious The French consumer transformation
article | McKinsey Quarterly

Older, smarter, more value conscious: The French consumer transformation

June 2010—Long-term trends reshaping the consumer landscape in France have implications for other developed countries too.more

Howard Schultz
interview | McKinsey Quarterly

Starbucks’ quest for healthy growth: An interview with Howard Schultz

March 2011—The company once grew fast. Now CEO Howard Schultz wants it to grow with discipline—in emerging and developed markets alike.more

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Rediscovering the art of selling
article | McKinsey Quarterly

Rediscovering the art of selling

October 2010— Even after researching products on their own, many customers enter stores undecided about what to buy. For retailers, that’s an opportunity to improve off-line sales in an increasingly multichannel world.more

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About this content

The material on this page draws on the research and experience of McKinsey consultants and other sources. To learn more about our expertise, please visit the Consumer Packaged Goods Practice, Marketing & Sales Practice, Retail Practice.