Euromonitor: APAC Brands Pivot to Micro-Personalization
Over half of APAC marketers say personalization is reshaping their industries. From AI skincare to gamified loyalty, brands race to tailor every touchpoint.
More than half of marketing professionals across Asia Pacific expect personalization to reshape their industries by 2026, according to Euromonitor International's latest consumer trends report.
The research shows 53% of professionals believe individualism and personalization trends will significantly influence their sectors over the next five years, prompting brands to accelerate micro-personalization strategies targeting aging populations and value-conscious consumers.
Major Brands Deploy AI-Powered Customization
Leading Asian brands are implementing hyper-personalized experiences across multiple platforms. AmorePacific has rolled out AI-powered skin analysis for customized skincare recommendations, driving customer loyalty in South Korea and Japan's competitive beauty markets.
In China, Nike, Perfect Diary, and Xiaomi are using WeChat and Alipay super apps to deliver personalized product bundles and gamified loyalty programs. Nike's WeChat integration delivers customized sneaker bundles alongside fitness challenges tailored to individual user behavior.
Leighton Cosseboom
Separately, McKinsey research indicates brands leading in personalization achieve double the revenue growth compared to competitors in Asia that do not, underscoring the financial incentive behind these investments.
Niche Markets Emerge Across Retail Categories
Personalized, decorative fashion charms are gaining traction as a niche growth category in Singapore and Hong Kong, with brands deploying augmented reality virtual try-ons and micro-influencer campaigns to reach targeted demographics. Platforms like TikTok are driving AI-powered hyper-personalization, targeting eco-conscious shoppers and aging populations with tailored content.
The Asia-Pacific CBD market represents another fast-growing segment, valued at US$440.5 million in 2023 with projected growth of 24.1% annually through 2030. Aurora Cannabis acquired Austrade Herbs in Australia to expand CBD-infused wellness products, while CV Sciences partnered to distribute PlusCBD oil in Thailand following medical cannabis legalization.
Livestream commerce platforms including Taobao Live and JD.com, now use real-time ranking algorithms to target niche fashion accessory buyers across Southeast Asia, adjusting product recommendations based on viewer behavior during broadcasts.
Leighton Cosseboom
Circular Models Address Value-Conscious Consumers
42% of Asian companies plan to invest in circular business models like rental and repair programs by 2026, per Euromonitor. These initiatives aim to capture frugal consumers prioritizing affordability through trade-in programs and diverse pricing.
The shift also reflects broader consumer behavior changes, with 48% of brands adjusting marketing strategies in recent years to address evolving niche trends across the region. Interestingly, the 65+ age group represents a fast-growing market segment, prompting brands to tailor offerings to support independence, well-being, and value.
Euromonitor advises brands to partner with micro-influencers to build trust with targeted consumer segments, noting these partnerships often achieve higher conversion rates than traditional celebrity endorsements in niche decorative fashion markets.
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