Regional Spotlight: Data Transformation in Consumer Products Across EMEA and APAC
In today’s rapidly evolving consumer products (CP) landscape, data transformation is not just a global imperative—it’s a regional one. For CP firms operating across Europe, the Middle East, Africa (EMEA), and Asia-Pacific (APAC), the journey toward data and analytics maturity is shaped by unique market dynamics, regulatory environments, and consumer behaviors. As digital acceleration continues, understanding these regional nuances is critical for multinational brands seeking to unlock new value, drive innovation, and build unified customer experiences at scale.
The State of Data Transformation: EMEA and APAC in Focus
Across EMEA and APAC, CP firms are making significant strides in digitalization, but the path is far from uniform. While over half of CP organizations describe themselves as “partially” or “mostly” digital, only a small fraction have fully mastered advanced data and analytics platforms. The COVID-19 pandemic served as a catalyst, accelerating the adoption of direct-to-consumer (D2C) models, e-commerce, and AI-driven solutions. Yet, regional challenges—ranging from fragmented data landscapes to diverse regulatory requirements—continue to shape the pace and nature of transformation.
EMEA: Navigating Complexity and Regulation
In EMEA, CP firms face a highly regulated environment, particularly around data privacy and consumer protection. The General Data Protection Regulation (GDPR) and similar frameworks have made data governance and compliance top priorities. As a result, organizations are investing heavily in customer data platforms (CDPs) to unify and secure first-party data, while also seeking to enrich these insights with second- and third-party sources.
European consumer behaviors are also evolving, with a growing demand for personalized, omnichannel experiences. Brands are responding by breaking down organizational silos, integrating data across markets and business units, and leveraging AI to deliver context-aware engagement. In the food and beverage sector, for example, 55% of brands are investing in CDPs to drive customer experience initiatives, while 25% are actively dismantling silos to support personalization at scale.
APAC: Agility, Scale, and Digital-First Consumers
APAC markets are characterized by rapid digital adoption, mobile-first consumers, and a diverse regulatory landscape. Here, CP firms are often able to leapfrog legacy systems, embracing cloud-native platforms and AI-powered analytics to drive growth. The region’s consumers are highly engaged with digital channels, expecting seamless, real-time interactions and personalized offers.
Investment in D2C and e-commerce is particularly pronounced in APAC, with brands experimenting with new business models, dynamic content, and social commerce. However, challenges remain: organizational alignment, talent shortages, and the need for robust data infrastructure are common hurdles. Successful firms are those that act with agility—testing, learning, and scaling innovations quickly to meet shifting consumer expectations.
Overcoming Data Silos and Scaling AI
A persistent challenge across both regions is the fragmentation of data. Siloed systems—whether by geography, brand, or function—limit the ability to create a unified, 360-degree view of the customer. Less than half of CP firms in EMEA and APAC are enriching their first-party data with external sources, and many are just beginning to apply data-driven strategies beyond marketing, into areas like R&D and supply chain.
To address these gaps, leading organizations are:
- Implementing unified data platforms (such as CDPs) to integrate data from e-commerce, retail partners, and IoT devices.
- Operationalizing AI across the business, moving beyond pilots to embed machine learning in marketing, product development, and demand forecasting.
- Building cross-functional teams that bridge business, technology, and data science, fostering a culture of experimentation and continuous improvement.
Regional Case Studies: Data Transformation in Action
- A global beauty leader in EMEA launched over 60 D2C sites using agile delivery and cloud-based platforms, reducing time-to-market for new brands from months to weeks and boosting consumer engagement.
- A leading UK grocer doubled online order capacity in less than a week during a surge in demand, leveraging AI-powered demand planning and flexible, cloud-based infrastructure.
- A multinational CP firm modernized its MarTech ecosystem, capturing billions of consumer IDs and enabling personalized engagement across 147 brands in 75 countries.
- In APAC, food and beverage brands are investing in customer data platforms and AI to personalize the customer journey, with 49% expecting more brands to go D2C in the next three years. Brands are also breaking down silos and using chatbots, social media, and first-party data to anticipate and meet consumer needs in real time.
Investment Trends and Best Practices
Across EMEA and APAC, the top areas of investment for CP firms include:
- Customer data platforms (CDPs): 55% of food and beverage brands in Europe cite CDPs as their largest planned investment for customer experience.
- AI and advanced analytics: 29% of brands identify AI as a major trend, using it for personalization, demand forecasting, and supply chain optimization.
- Omnichannel strategies: Brands are making products available across marketplaces, retailer sites, and D2C channels, shifting to consumer-focused strategies that drive connections at all journey points.
- Talent and organizational agility: Addressing skill gaps and fostering a test-and-learn culture are essential for scaling innovation.
Best practices for advancing data transformation include:
- Prioritize a unified data strategy: Manage data and analytics under a single platform to map the customer journey and enable real-time insights.
- Leverage first-party data: Actively collect and enrich data from owned and partner channels, supplementing with external insights for deeper understanding.
- Operationalize AI at scale: Move beyond pilots to embed AI in core business processes, from marketing to supply chain.
- Foster a culture of change: Engage leadership, encourage experimentation, and provide transparency around AI effectiveness.
- Build the right team: Upskill internal talent and leverage strategic partnerships to support new ways of working.
The Path Forward: Unified Customer Experiences in Diverse Markets
The future of data transformation in EMEA and APAC is bright—but it requires a nuanced, regionally attuned approach. CP firms that invest in unified data platforms, operationalize AI, and foster organizational agility will be best positioned to deliver the personalized, context-driven experiences that today’s consumers demand. By overcoming data silos, scaling innovation, and embracing a culture of continuous improvement, brands can unlock new sources of growth, deepen customer loyalty, and secure their place as leaders in the digital economy.
At Publicis Sapient, we combine global expertise with deep regional insight to help CP firms navigate the complexities of EMEA and APAC markets. Our proprietary methodologies and technology partnerships empower organizations to transform data into actionable intelligence—driving sustainable, scalable growth across every market they serve.
Ready to accelerate your data transformation journey in EMEA or APAC? Connect with Publicis Sapient to discover how we can help you build the data-driven foundation for unified, future-ready customer experiences.