This document provides insights into marketing to Cambodian consumers. It summarizes that Cambodia has a fast growing economy and young population, with rising incomes and discretionary spending. Cambodian consumers are eager to try international brands as signs of status and modern lifestyle. The document outlines opportunities in food/beverages, personal care, home electronics, luxury goods, and more. It recommends that brands educate consumers, connect to Cambodian values, use local celebrities and humor in marketing, and leverage social media and all forms of media to succeed in Cambodia.

1. Secrets of Successful Marketing
to Today’s Cambodian Consumers

2. Findings and insights
from today are based
on research
performed for a report
on consumer trends
in Cambodia.

3. What to Expect
•The Changing Cambodian Consumer
•Product Insights by Category
•Marketing Communications – What Works?
•Facebook + Cambodian Celebrities

4. Cambodia's Fast-Changing Consumer Landscape
• Cambodia is one of the fastest growing
economies in the world
• Sustained growth of about 7% for almost 20 years, with
growth expected to continue at the same rate through 2021
• Young population – half under the age of 25
• Moved into World Bank's Middle Income
bracket (2016), passing $1,045 GNI per
capita
• Income growth across the population, from
rural villagers to the new middle class
• Emergence of a wealthy elite

5. + Now is the time to
grow your business in
Cambodia
+ Cambodian lifestyles
are changing as income
levels rise and there is
more discretionary
income

6. Cambodian consumers are changing their habits, creating
new consumer opportunities:
• Eager to learn about new products and new brands,
and willing to try new brands
• Brands are important as signifiers of success
• Brands guarantee quality and status
• Important to consumer aspirations for a modern,
international lifestyle, newly available in Cambodia

7. Cambodians Are Excited About
International Brands
• A key aspect of status is the display of the
right brands
• The most important status display items
are automobiles and smartphones, with
Lexus and Apple the most important
brands
• Brand preferences are still being formed
– brands have the opportunity to
establish themselves in Cambodia Apple Logo carved into a Tuk-Tuk –
signifier of status

8. The Joy of Brand-Brand
•Highly valued brands
are referred to as
brand-brand
•Apple is brand-brand
•And because it is brand-
brand, the apple logo
works on your
motorcycle, your Lexus,
your shirt
Apple Logo carved into a Tuk-Tuk

9. Brands that market aggressively now can
build market share and loyalty:
• Few brands are yet well established
in Cambodia
• Cambodians are brand loyal once they
learn about a new product

10. Opportunities at all levels, from
luxury to mass market:
• From wealthy elite to rural
families
• The most growth potential is
with the Cambodian middle
class

11. Youth lead the change to a more modern
consumer society
• There is a generational divide in Cambodia
• Young Cambodians are adopting more mature market
lifestyles, living away from their families
• This creates cultural stress

12. The new product adoption curve
• Youth lead the way in the adoption of new
products and brands
• They learn about new brands and new products
from advertising, from friends, from shopping,
from Korean and Thai dramas, and from Facebook
• They introduce them to their families

13. Food and Beverages Market
Personal Care and Home Care Market
Clothing and Accessories Market
Home Electronics Market
Luxury Market
Marketing Insights
by Category

15. Choice of alcoholic beverage is an
important conveyer of status across
all segments of Cambodian society
Imported beverages are important in the display of an
aspirational lifestyle

16. Affluent Cambodians are interested in fine wines to
complement their new lifestyles

17. + Dairy products are
growing in popularity at
both the mass and
premium market level
+ Cambodians believe that
fresh milk is an important
product to provide to their
children
+ UHT milk is the most
frequently purchased milk
product because it can be
stored for a long time
without refrigeration.

18. Beverages
Popular Categories
+ Fruit juices
+ Other non-alcoholic
beverages
Under-Served
Categories
+ Sugar-free beverages
+ International tea
brands
+ Sports beverages
(the healthy version
of energy drinks)

19. Western foods have entered the local
diet, especially in urban areas
Foods such as pizza, spaghetti, steaks,
burgers, ice cream, doughnuts and
coffee have become popular

20. Ice-cream is
popular, and
international
brands compete
with local hand-
made brands
Candy is a popular treat for
children among all income levels

21. Food
Under-Served Categories
• Dairy products
• Nutritional foods for babies
and children
• Convenience foods
• Packaged baked goods
• Gluten free products
• Gift tins, especially of cookies
• Quality chocolate aimed at adults
• International candies &
chewing gum
• Oatmeal
• Spray cooking oil
• Energy bars

23. The increasing presence of
modern supermarkets,
malls and Western-style
boutiques provide
opportunities for brands
looking to grow market
share
Personal care products are a top area
where people spend money to upgrade
their lifestyle as their incomes rise

24. Under-Served Categories
• Hair Care Products
• Shaving Products
• Baby Wipes & Other Baby/Child Products
• Battery Tooth Brushes

25. HOME CARE

26. It is difficult to find
hypoallergenic or
unscented products
Cambodians are concerned about chemicals
and there are opportunities to introduce
home care goods with a health message

27. + Corner "Quick Mart"
and large supermarkets
are important and
growing shopping
channels
+ Lack of labels in Khmer
is widespread in this
category, and labels that
offer information on the
value of the product and
the reason to use it will
stand out

28. Market Opportunities
• Specialty Cleaning Products
• Unscented and Chemical-Free Products
• Products Labeled in Khmer

31. Phnom Penh is
underdeveloped for
branded retail
shopping for clothing,
shoes, handbags, and
accessories
Limited availability of branded retail
clothing has led to a creative bespoke
clothing scene in Phnom Penh

32. Market Opportunities
• Fast-Fashion Brands
• Speciality Sports Shoes
• Sports Apparel
• Western Clothing Sizes

33. CONSUMER
ELECTRONICS

34. The market for appliances,
from televisions to
refrigerators and air
conditioners, is showing
rapid growth
Young, educated Cambodians are
excited about new technology, and
want to own the latest products

35. A mobile phone is the top priority
spend for Cambodians, with
appliance purchases considered later

36. Opportunities
• Cooking Appliances
• Microwaves
• Toaster Ovens
• Coffee Makers
• Electric Kettles
• Blenders
• Food Processors

39. Wealth is growing in Cambodia,
providing an attractive
opportunity for luxury brands

40. Cars and mobile
phones are the most
important signifiers of
status, with jewellery,
watches, handbags,
clothing, and shoes
increasing in
importance

41. Market Opportunities
• Clothing and Equipment for Babies and
Children
• High-End Kitchen Equipment
• Home Furnishings
• Clothing and Accessories
• Beauty and Grooming Products

42. Secrets to Marketing Success

43. What makes a brand
successful in
Cambodia?
• Successful brands
educate the market,
creating demand for
their product
• Many products and
brands are new to
Cambodians, and
they are not familiar
with the benefits
• Media is effective -
TV, radio, social
media, outdoor
media, and events
and promotions work
together

44. Brands need to connect to Cambodia
• Brands need to show how they fit with
Cambodian life
• They should demonstrate their value to
Cambodians

45. Knorr:
Connecting the brand to
Cambodian life
http://bit.ly/KHKnorr

46. Brands can connect in a more personal way
• Endorsements by local celebrities can be
persuasive
Sokun Nisa

47. True Money:
Selling with Humor
Using Local Comedian Paekmi

48. Olatte:
Borrowing Brand Equity from
Popular Singer Meas Soksophea

49. Social media is a key medium
• Gives you the opportunity to connect
• Many company pages have large followings in
Cambodia

50. Social media is a key medium
• Gives you the opportunity to connect
• Many company pages have large followings in
Cambodia

51. Facebook stars have large followings
• You can tap into their networks
• They can develop unique content to help
market products for their sponsors

52. Facebook stars have large followings
• You can tap into their networks
• They can develop unique content to help
market products for their sponsors
Peypey Dy
Seok Sela

54. Effective Communications – Review
•Connect to values
•Young people influence buying decisions
•All media is important:
TV, radio, digital, social, outdoor, events
•Demonstrations of how to use products are important
•Celebrities will give your brand a boost
•Humor is always welcome

55. Connect with Cambodian
values
• Cambodians like brands with
strong values
• Brands that encourage pride
in Cambodia
• Brands that encourage
positive behavior

56. Please contact your
chamber if you would
like access to the full
report.

57. THANK YOU
Olivia Widen
olivia.widen@fco.uk.gov
Ritchie Munroe
director@britchamcambodia.org
For more information, contact:
Thank you!