ALL ARTICLES AND INSIGHTS
Explore strategy, markets, and business perspectives.
Why Growth Rate Should Lead the Decision
The biggest market is not always the best one to enter first. Using whey protein data for six markets, this article shows how a smaller, faster-growing market can offer a better medium-term opportunity than a larger, slower one, and why growth rate, though never the only factor, deserves a central place in market prioritisation.
Population Is Not Demand: Why Size Alone Is a Poor Starting Point for Choosing an Asian Market
Population and current market size are the easiest numbers to find, and the easiest to over-trust. Using sports nutrition across India, Japan, South Korea and China, this article shows why headline size misleads, and what a better first screen asks instead.