An issue with mainstream benchmarks such as the MSCI Emerging Markets Index (EEM -0.7%) is their reliance on giant, state-backed companies, and WisdomTree - along with others - are attempting to capitalize. EMCG's weighting assures an emphasis on small companies. Also, EMCG excludes the energy and materials sectors, while EEM has 20% exposure. Of 250 stocks in the EMCG, 150 are consumer staples or discretionary names.
The biggest player in the emerging consumer field is Emerging Global Advisors' Emerging Markets Consumer ETF (ECON -1.1%) which has smoked the EEM in its short history - a 3-year annualized yield of 10% vs. EEM at 0.3%.