Domestic Asian companies usually have a head start in their respective markets, but multinationals have a chance to gain share if they capture changes in user behaviour.They typically have a head-start on multinationals (MNCs) in terms of product localisation and strong relationships with distributors when it comes to rolling out products across traditional trade channels. A deep understanding of local preferences has been a key driver for the success of domestic companies as many foreign MNCs are unwilling to adapt their products and often roll out the same products across different countries.Consumer tastes in Asia are evolving constantly. New products or brands can gain traction if they successfully capture changes in user behaviour. By using sophisticated data analysis and consumer

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