Nielsen grocery report 2012

6,809 views

Published on

Overall report about Vietnam FMCG market in 2012 covering Macro Economic Outlook, FMCG overview, Retail channels, Shoppers behaviours

Published in: Business, Travel
1 Comment
7 Likes
Statistics
Notes
No Downloads
Views
Total views
6,809
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
325
Comments
1
Likes
7
Embeds 0
No embeds

No notes for slide
  • Can we get a time series for GDP to see slow-downMaybe need more explanation on what is the message
  • Savings (66%) remains the top choice for Vietnamese to put spare cash in after covering essential living expenses; out of home entertainment (28%) and home improvement (27%) became less attractive versus Q1 2012. Discretionary spending such as holidays/vacations (32%), new technology products (29%), new clothes (28%) saw slight increases compared to the previous quarter.~~Q2 – 2011Savings: 59%Holidays: 43New clothes 39%OOH entertainment: 36New tech: 29%Home improvement: 18%
  • recommendations
  • Though Television continues to attractthe majority of advertising dollars,Internet advertising saw the biggestincreases, with advertisers spending12.1 percent more in Q1 2012 thanMagazinesInternet Cinemaone year prior.
  • Nielsen grocery report 2012

    1. 1. 1 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary. GROCERY REPORT Vietnam 2012
    2. 2. 2 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Market Channels Shoppers MACRO- ECONOMIC OUTLOOK | FMCG OVERVIEW RETAIL NOW & THE FUTURE BELT BUCKLING | CONNECTED CONSUMERS AGENDA
    3. 3. 3 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary. MARKET Macro-economics Outlook Will Vietnam GDP and CPI reach their 2012 targets? Is the Vietnam retail industry still attractive? FMCG Overview
    4. 4. 4 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 A very tough 2012 with only slightly positive signs appearing in Q3‟12, but still below expectations for the year. CPI YOY Source: Vietnam General Statistics Office
    5. 5. 5 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 14% 6% 5% 50% Gas VND/12kg tank Mogas 92 VND/litre … which is still fragile under pressure from the recent upward trend in fuel and utilities. Growth rate 01/09/12 vs 01/01/12 Source: xangdau.net & http://www.petrolimex.com.vn/
    6. 6. 6 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 1st half 2012 1st half 2011 LABOUR STRUCTURE 51.6 mil employees GDP STRUCTURE 1,252,577 bil.VND 2.81% 3.81% 5.57% Value growth rate vs. YA Service continues to drive the growth of the economy, particularly being led by the Trade sector. Source: Vietnam General Statistics Office
    7. 7. 7 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 NO. COMPANIES DISSOLVED OR CEASED Jan/2012-Apr/12 • Total volume: 17.735/ 647.627 companies • Change vs LY +9.5% RETAIL-SERVICES SALES Jan/2012-Aug/2012 • Total value: 1,517,721 bil.VND • Change vs LY: +17.9% Growth is still there, but many companies are having problems. Source: Vietnam General Statistics Office
    8. 8. 8 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 1 6 14 23 2008 2010 2011 2009 VIET NAM Rank Viet Nam retail drops out of top 30 countries of retail attractiveness by A.T Kearney. Inflation, high real estate price & interest and business procedure are still big concerns. Source: A.T. Kearney X 2012
    9. 9. 9 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 +467% 48% 3%2% 47% 68% 20% 5% 7% Manufacturing& Processing Real estate Wholesale, Retail sale & Repairment Other areas 01/01/11-20/08/11 01/01/12-20/08/12 Value growth rate vs. LY However, retail sector is still attractive to foreign investors despite total FDI decreases. Total FDI +107% +25% -11% -86% NEW FOREIGN DIRECT INVESTMENT First 8 months 2012 vs 2011 Source: Foreign Investment Agency - Ministry of planning and investment
    10. 10. 10 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Macro-economic Overview After sky rocketing inflation in 2011, how is Vietnam FMCG market doing? MARKET Macro-economics Outlook FMCG Overview
    11. 11. 11 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 FMCG volume sales growth bounces back – strongest for Beverage & Milk-base Consumer confidence is still below 100 Cooling CCI rests stable at low level FMCG volume growth trend resumes in light of cooling CPI though consumers are still concerned. Source: Vietnam GSO and Nielsen Consumer Confidence Survey
    12. 12. 12 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 FMCG MARKET DYNAMICS REGIONAL SUMMARY Q3, 2012 Vietnam is still the fastest growing FMCG market. Source: Nielsen Growth reporter Q3, 2012
    13. 13. 13 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 VALUE & VOLUME % CHANGE YA MAT JUL‟12 23% 11%FMCG (Inc. Beer) 15% -1 %Household Care 21% 6 % Milk Based Product Personal Care 19% 3%Food (excl Milk Base) 28 % 15 % Beverage (Inc. Beer) 18% 7 % Cigarette 18% 4 % Value Volume Source: Nielsen Retail Audit Across most categories, particularly beverages.
    14. 14. 14 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012  Half categories have medium volume growth of 5-10%; while 15% show higher growth of >10%  Price hike around 10% for most categories except for dishwashing liquid, gum, snack, milk powder, shampoo and biscuit whose price hike >15% . (YTD Jun‟12 vs. YA) Most categories pose volume growth of 5-10% with an exception to beverages, Baby Diaper and RTDM. Source: Nielsen Retail Audit
    15. 15. 15 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 TOP 10 MANUFACTURERS IN FMCG – 6 CITIES TT – VALUE % SHARE TOP 10 MANUFACTURERS IN FMCG 6 Cities TT - Value % Share | Period Ending SEP12 | Share of Sum(PROD) Top 10 Val for MAT TY | Total Mkt Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to SEP12 TOP 10 CATEGORIES IN FMCG – 6 CITIES TT – VALUE % SHARE 6 Cities TT - V Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to SEP12 The biggest categories are Beer, Cigarette, Milk and Beverage which benefit the dominant positions of the players in such fields. Source: Nielsen Retail Audit
    16. 16. 16 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Increasing number of new launches in Value segment New of new brands declines starting from early 2011 Source: Nielsen Retail Audit Manufacturers more reluctant to introduce new brands – and most of new brand launches are in Value pricing segment.
    17. 17. 17 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 0 5 10 15 20 25 30 35 40 45 50 Sauce Fem_Care Cigarette Bouillon-Msg MilkPowder BabyDiaper FruitJuice SoftDrink InstantNoodle Toothbrush Snack PersonalWash Beer EnergyDrink DishwashLiquid Tissue Shampoo Biscuits&Pie RTDTea Gums FacialCare HHCleansers Deodorants FacialTissue BodyLotion Toothpaste MouthWash FabricSoftener Insect_Aerosol HairConditioner CondensedMilk PackagedWater BabyCereal LaundryDetergent RTDMilk CookingOil Insect_Coil PREMIUM SEGMENT CONTRIBUTION CHANGE YTD JUL 12 VS. YA YTDLY YTDTY Price segmentation based on price index at 6 Cities, YTDJul‟11 [>120 Premium] [100-120 HiMid] [80-100 LowMid] [<80 Low] Source: Nielsen Retail Audit Interestingly, Premium segment is either stable or increasing its share across categories.
    18. 18. 18 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 -3.0% -3.0% -4.0% 6.5% 3.4% 2.6%Biscuits CSD Shampoo Consumers tend to trade up with reduction in price gap of “Premium” and “Mainstream” products. Innovation is a contributor too Price Gap Change Premium vs. Mainstream Premium Volume Change Driven by Price Gap Reduction Source: Pricing Analytics Study, Vietnam 2011 Lower price gap between Premium and Mainstream contributes to the growth of Premium.
    19. 19. 19 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary. The Now The Future How fast is modern trade growing? How is traditional trade trying to compete with modern trade? What are modern trade retailers doing to attract and retain consumers? CHANNELS
    20. 20. 20 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 85 94 96 89 57 63 49 22 6 46 44 RETAIL STORE DENSITY ANALYSIS (Number of stores per million population) Modern Trade Contribution 2011 295 304 514 849 209 162 136 9 6 38 65 - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 - 100 200 300 400 500 600 700 800 900 1,000 HK Singapor e Taiwan Korea Malaysia China Thailand Vietnam India Philippine s Indonesia Grocery stores Modern trade Source: Nielsen Retail Census Traditional Trade dominates in SEA but Modern Retailing is expanding its foot print. Vietnam has a big room to grow in terms of MT store density.
    21. 21. 21 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 TRADITIONAL TRADE MODERN TRADE 2011 Total 36 Cities 943 Modern trade outlets (+25% vs 2010) Store number- Nielsen Census Value sales Contribution 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 30 Cities 4 Cities Hanoi HCM 2009 2010 2011 Traditional trade is still the dominant channel in Vietnam while Modern trade speeds up opening store especially in Hanoi. Notes: Modern Trade contribution ( inc. Saigon Co.op, exclude Metro) Based on 36 largest urban areas in Vietnam : 4 Cities includes Haiphong, Danang, Cantho and Nhatrang Source: Nielsen Retail Census
    22. 22. 23 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 • Preserving 56 markets • Upgrading 110 markets • Building 153 markets Market system development scheme 2011- 2015: Investment of 2,782 bil.VND with 150.6 ha on developing 319 traditional market – tier I “Wet market management skill training for the markets’ management boards” “Sales skill training for small traders in wet markets”. Ministry of Industry and Trade cooperate with University of Economics to organize: Attempts to invest in improving wet markets and support small traders. Source: Ministry of Industry and Trade Decision 012/2007/QĐ-BCT
    23. 23. 24 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Average Frequency of Visits per Month Base: All Respondents (2010 n=1500, 2011 n=1500) Ref: Q8 ▲ ▼ Consumers are moving from Wet Markets to Supermarkets However, Supermarkets are increasingly preferred. Source: Nielsen Shopper Trends 2012
    24. 24. 25 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Health & Beauty Store 15 8 Supermarket 20 19 17 14 14 11 5 3 2 1 1 Minimart 85 44 46 5 Convenience Store 81 32 27 13 23 41/1-31/9/2012: 12+ new stores open each month B& B8 6 11 59 Supermarket Retailers of all types are implementing their expansion plans.
    25. 25. 26 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Preference from loyalty card Increased promotion frequencies Difference with private label New look by refreshing logo and department branding Membership Card, VIP Card… With special offers: Stored up points, specia l promotion prices Coming with fresh, professio nal and friendly image Focus on fresh & processed foods, household products, and garments. Heavily promoted through price and displays On-going promotions, the med to match holidays and specific categories or special customers Supermarkets implement a wide variety of programs to build loyalty and attract consumers.
    26. 26. 27 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary. CHANNELS What lessons will Vietnamese retailers learn from other Asian countries? What will be the channel mix in the coming years? The Now The Future
    27. 27. 28 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Modern Trade Store No. by Format in Asia-Pacific (% annual growth) Retailers continue to expand their store base across AP with total number of stores increasing by over 25,000. Convenience stores have the fastest growth rate. Source: Nielsen Retail and Shopper Trend Asia Pacific 2012
    28. 28. 29 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 CVS Fresh Meat & Vegetables Fresh Coffee Smoothies Restaurant Hot Served Snacks Additional Product & Service in Convenience StoresAvailable in 2011 Bakery Books & Magazines Media IT & Stationary Payment Service Seasonal Products Auto & Travel products Direct Marketing Home Appliances RTE Meal Source: Nielsen Shopper Trends 2012 Convenience in Thailand: Innovation through Non-FMCG range has also attracted the shoppers.
    29. 29. 30 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Thematic promotions Supplier Fairs Weekly Promotions Valentine’s Day Valentine’s New Year Unilever Fair Fonterra Fair Olay Promotion Mother’s Day School Holiday Bi weekly Shopping Calendar Homecare Fair Unilever Fair Weekend Promotion Source: Nielsen Shopper Trends 2012 Minimarts in Indonesia: Thematic promotions and loyalty cards have helped the Mini-Marts succeed apart from the huge store base (+10,000 stores).
    30. 30. 31 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Flashback 2005 Present Fast Forward 2022 ShoppingDestination–MostOften Super Markets Very few & expensive – visit once per year for curiosity Grocery Stores Wholesalers Wet Markets All shoppers bought daily food in Wet Markets Metro Convenience Stores / Mini Markets Super Markets Wet market is thought to be swept out for its dirty and untidy image. Supermarket increase its network, thus increases in the frequency Super Markets Wet Markets Wet Markets Super Markets Convenien ce Stores Wholesalers Wholesalers Grocery Stores Grocery Stores Convenien ce Stores Metro Metro InnovationSeekerandPrudentShopper Conservative&ValueOrientedShopper The change is coming to Vietnam too, as evidenced by some shopper segments… Source: Nielsen Shopper Focus Groups in HCM,HN 2012
    31. 31. 32 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 12/7/2012 1st HI-WAY supercenter SUPERMARKETS STORE NUMBER BY (YEAR) Co.op Mart + 8 √100 2012 2015 Big C √ 24 √ 29 2012 2013 Lotte Mart + 2 2012 Fivimart + 3 2012 Hiway √ 3 √ 20 2013 2016 31/5/2012 1st FLC Mart ANNOUNCED EXPANSION PLANS Notes: (+) new stores. (√) in total 08/12/2011 1st MINISTOP CVS 07/2012 1st C EXPRESS CVS CVS- MINIMARTS STORE NUMBER BY (YEAR) Co.opFood + 30 √ 150 2012 2015 Satrafoods + 20 2013 TTGD Foods + 2-3 annually Circle K > 40 2012 Shop & Go √ 100 2012 Family Mart + 27 √ 43 2012 Ministop + 30 2012 …and backed up by the continuous retailer expansion
    32. 32. 33 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Belt Buckling SHOPPERS Connected Consumers
    33. 33. 34 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Concerns Discretionary spending THE ECONOMY (19%) JOB SECURITY (18%) INCREASING UTILITY BILL (12%) HEALTH (8%) INCREASING FOOD PRICE (7%) 66% Saving 32% Holiday 29% New technol- ogies 28% New clothes 28% Out of home entertai nment 27% Home impro- veme nt ↓ | vs. 34%*↑ | vs. 18%* ↓| vs. 35%* = | vs. 30%* ↓ | vs. 37%* ↑ | vs. 60%* *: ↑↓ vs. YA | vs. APAC average How to utilize spare cash after covering essential living expenses? Source: Nielsen Global Consumer Confidence Index Q2’2012 – Vietnam
    34. 34. 35 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 temptationsuperfluous Core selling grocery products sales rise Consumers are tightening their belts. The recessionary mindset shifts consumer thinking from Nice to Have to Need to Have Support on compulsory expenditures: gasoline, gas/electricity, water, insurance, rent…
    35. 35. 36 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Base: All Supermarket shoppers (n = 1500) Weekly Every 2 weeks 0% 0% 36% 64% 59% 39% 1% 1% Lessoften Ev erymonth Ev ery2week s Week ly 2011 2012 Every month Less often SHOPPING FREQUENCY TOP 4 IMPACTS ON GROCERY PURCHASE CHOICE Compared with a year ago, how much impact has each of the following had on your choice of Grocery Purchases in the last 12 months? Source: Nielsen Shopper Trends Study 2012 Hardship continues, consumers reduce shopping frequency and are much impacted by price.
    36. 36. 37 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 20 22 36 37 37 66 41 Buy more on „Promotion‟ Buy more Vietnamese brands Buy bigger pack sizes Buy cheaper brands Change shopping channels to save money Buy more of smaller pack sizes Buy more of Private Label brands How do you change your shopping habits to adapt to the price increases? % Laundry FabSoft Shampoo HairCon Bouillon Laundry FabSoft Shampoo HairCon Bouillon Laundry FabSoft Shampoo HairCon Bouillon Change in Volume of consumption Change in Pack size purchased Change in Brand purchased More amount Less amount Same amount Big pack Small pack Same pack Cheaper brand Expensive brand Same brand CONSUMER REACTION TO PRICE INCREASE CHANGES IN CONSUMER BEHAVIOR ACROSS CATEGORIES IN INFLATIONARY PERIOD Source: Consumer Omnibus Vietnam, Sept 2011 To adapt, consumer are having more economic reactions which vary a lot (i.e. consuming same but larger packs, downgrading as well).
    37. 37. 38 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Gas reward programs Will you be the 1st to step into this game? To react, retailers & manufacturers offer diversified promotions.
    38. 38. 39 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 « staying at home more often » Shopping patterns can emerge with consumer nesting Out Of Home entertainment & restaurants Home cooking Friendliness ! TV-viewing rising - + + + Cocooning In both products and Entertainment!
    39. 39. 40 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 47 % 40 % Beer can VALUE & VOLUME % CHANGE YA MAT JUL’12 Value Volume Meal Maker 285% 318% 1.6% vs. 1.5% 2.6% vs. 2.1% % CHANNEL GROWTH VS. YA Off vs. On 2011: 713,416 vs. 522,394 stores Source: Nielsen Retail Audit Nesting consumers are heading back to their house.
    40. 40. 41 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Walmart partners with manufacturers on “family meals for less.”
    41. 41. 42 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Source: YouTube.com/user/ShopRiteStores ShopRite cooking on YouTube; monthly recipes featuring store brands.
    42. 42. 43 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 • price positioning • simple and innovative Promotions • new value added initiatives Rising interest in Value-seeking In the current climate, consumers and shoppers are re-appraising their store, brand and format choices with new lenses. Consumer Value ≠ Price Consumer Value = Benefits/Price
    43. 43. 44 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Source:ACNielsen|RetailIndex(<<VietNam>>),datatoMAR12Source:ACNielsen|RetailIndex(<<VietNam>>),datatoMAR12 Source:ACNielsen|RetailIndex(<<VietNam>>),datatoSource:ACNielsen|RetailIndex(<<VietNam>>),datatoFEB12 Sources: RA, Price Tier market: 6 Cities TT Enh, Pack size market: 36 Cities Enh TT + Rural Data ended Mar’12 Source:ACNielsen|RetailIndex(<<VietNam>>),datatoJAN12 VOLUME SHARE OF PACK-SIZE RANGES – GT URBAN Shampoo Fabclean DWL HCL Small Pack <400ml <3kg =<1000L =<500ml Big Pack >= 400ml >=3kg >1L >500ml VOLUME SHARE OF PRICE TIER RANGES QuickRetrievals 6CitiesEnh-Volume%Share|PeriodEndingFEB12|ShareofTotalCategory Source:ACNielsen|RetailIndex(<<VietNam>>),datatoFEB12 QuickRetrievals 6CitiesEnh-Volume%Share|PeriodEndingFEB12|ShareofTotalCategory Source:ACNielsen|RetailIndex(<<VietNam>>),datatoFEB12 QuickRetrievals 6CitiesEnh-Volume%Share|PeriodEndingFEB12|ShareofTotalCategory Source:ACNielsen|RetailIndex(<<VietNam>>),datatoFEB12 QuickRetrievals 6CitiesEnh-Volume%Share|PeriodEndingFEB12|ShareofTotalCategory Source:ACNielsen|RetailIndex(<<VietNam>>),datatoFEB12 Source:ACNielsen|RetailIndex(<<VietNam>>),datatoFEB12 Source: Nielsen Retail Audit Consumers also seek value through up-trading to more premium products and or buying big packs or pouch to save money.
    44. 44. 45 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Taste changing Cigarette Perfume Fabric Softener Ecobags Organic products Milk Beverage No fried Instant Noodle Laundry Liquid Innovation themes…
    45. 45. 46 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Belt Buckling SHOPPERS Connected Consumers
    46. 46. 47 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Speed of action Offers flexibility Image/Buzz What’s Next: Consumers are more and more Connected **End of 2012: Every 5 Vietnamese consumers, there will be 1smartphone and Tablet users will increase from 2% to 5% 2015: Mobile phones will overtake PCs as the most common web access
    47. 47. 48 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 59 49 59 70 12 27 47 48 53 72 11 6 Conduct product research online Look up product information online Read a grocery retailer's circular/flyer online Compare prices for a grocery product online Browse a manufacturer's website for a grocery category Look for deals online Look for coupons from an online coupon site Purchase a product online Provide feedback about a grocery category through social media (wrote a review, blogged) Use a digital shopping list Other None of the above Thinking about Household Grocery Shopping, which of the following activities have you done in the last month on any online connected device?* 92% of Vietnamese consumers are more likely to trust recommendations from people they know* 63% are more likely to trust consumer opinion posted online** Sources: * Global Trust in advertising Q3 2011 **Nielsen Global Digital Shopping –Q1 2012
    48. 48. 49 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Marketing return on investment* Advertisers’ spending - % Chg YTD – Global Average** Sources: *Nielsen Advanced Analytics Consulting - 2009 **Nielsen Global Ad View Pulse Lite Q1 2012 To stay in the game, manufacturers keep an eye on internet advertisements.
    49. 49. 50 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Collective Buying Power Sharing Experiences Reviews Ratings Recommendations Referrals Sharing Ideas Forums, Social Q&A 50 Building demand by connecting consumers (with each other and with brand).
    50. 50. 51 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Shopper Cocooning Need to Have Connected Home Cooking Home Entertainment products Proximity Innovation Flexibility of offer Opportunities Value-seeking Private Label Price M-commerce E-Promo Buzz Speed of actions Change and adapt… Now!
    51. 51. 52 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Vietnam Grocery report 2012 Thank you!

    ×