Cookie consumers: Brand traits help offset guilt

While taste is naturally a main reason ASEAN people choose one cookie over another, a friendly brand personality could also be a key differentiator, finds a study by Dentsu SenseAsia. The online study surveyed 500 consumers in all key ASEAN markets, namely Indonesia, Malaysia, Singapore, Philippines, Thailand and Vietnam, covering brand health, psychographics, attitudes and behaviours, and media consumption. According to Euromonitor, the sweet biscuit market across these six countries is valued at US$2.4 billion.