Consumer Goods Forum ndi Chartered Institute of Marketing akuvomereza kuti chidwi cha ogula pakuwonekera poyera pokhudzana ndi chikhalidwe cha anthu, zaumoyo, zachilengedwe ndi chitetezo ndizochulukirapo kuposa zaka zisanu zapitazo (90%), ndikuti chidwi cha ogula pakuwonekera poyera pazinthu izi chidzawonjezeka mtsogolo - mpaka 95 peresenti.