Consumer sentiment in Southeast Asia is higher than in any other region globally, with consumers feeling optimistic about the future. This trend was revealed in Nielsen's Q4 2013 "Global Survey on Consumer Sentiment and Purchase Intentions."
The survey quantified consumer sentiment (optimistic/pessimistic), concerns, and consumption awareness based on questionnaire responses from over 30,000 internet users across 60 countries and regions. The sentiment index uses 100 as the baseline; values above 100 indicate optimism, while below 100 indicates pessimism.
Indonesia maintained the highest Consumer Sentiment Index globally, as in the previous survey. It rose 4 points quarter-on-quarter to 124 points, a level 30 points above the global average (94 points). The Philippines (114 points, down 4 points quarter-on-quarter) and Thailand (109 points, down 3 points) also maintained strong performance, ranking among the top 10 most optimistic countries. Other countries with high sentiment included Malaysia and Vietnam (both 98 points) and Singapore (97 points). Japan also recorded its highest score since the survey began in 2005, at 80 points.
Alongside this high sentiment, spending on vacations is increasing. Singapore had the world's highest proportion of surplus funds spent on vacations at 49%.
Regarding the use of surplus funds, Southeast Asia showed a strong tendency toward saving, with all six countries in the region ranking among the top 10 countries for saving. By country, the percentages were: Vietnam 74% (up 2 points), Indonesia 72% (down 4 points), Philippines 68% (up 1 point), and Thailand 66% (down 2 points).
Regarding Southeast Asian consumption trends, Nielsen stated, "Consumers in the region remain more optimistic about their household finances and their country's economy compared to other regions. This reflects the region's affluence, growing middle class, and bright economic outlook," indicating a continued positive outlook.
