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Organic food interests and usage demand in Vietnam

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Food safety is a growing concern of many Vietnamese people nowadays which has led to their rising demand for high-quality food. This survey is thus set to find out the organic food consumption among Vietnamese people.

The survey was conducted to over 400 male and female 18-39 year-olds in Ho Chi Minh City and Hanoi.

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Organic food interests and usage demand in Vietnam

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Organic food consumption among Vietnamese Asia Plus Inc.
  2. 2. Overview Food safety is a growing concern of many Vietnamese people nowadays which has led to their rising demand for high-quality food. This survey is thus set to find out the organic food consumption among Vietnamese people. The survey was conducted to over 400 male and female 18-39 year-olds in Ho Chi Minh City and Hanoi.
  3. 3. Highlight
  4. 4. Highlight – Food consumption behaviors Important items in buying food 68% 50% 47% 45% 42% Food safety Healthiness Nutrition Origin Freshness Interest in healthy food (*daily consumption) 41% 38% 35% 29% 6% 5% Channels for trustful foods Top 3 most trusted places by income 36% 35% 31% 52% 38% 44% 66% 59% 45% Imported food stores Brand shops Traditional stores <14M 14-20M >20M Who interested? High incomer With children 31-39 y/o In HCM 85% 15%
  5. 5. Highlight – Organic food awareness, interest & images 80% are aware and 70% are interested. People who are both aware and interested in organic food are: with +20M income, 31-39 year-olds, with children. Awareness and interest in organic food Organic food images 92% 79% 46% 41% 34% 18% 0% Top 3 organic food images are: safe for health, eco-friendly and freshness. 80% 20% Awareness Aware Not aware 44% 44% 12% Interested Highly interested Interested Not interested
  6. 6. Highlight – Organic food usage and expectations Usage 39% 9% 51% Frequent users (>once/week) Non-frequent users Non-users Most frequent users Top reasons for usage 90% 81% 56% Safe for health Healthy Eco-friendly 80% 66% 55% Be more affordable Be more widely available Have more variety With list for organic products 3%11% 45% 37% 4% 50+% extra 20-50% extra 10-20% extra <10% extra Not willing to pay extra Cost expectations The price is the biggest barriers for organic foods as approximately 90% expect the price be 20% and less Mid-high income of those who live in HCM
  7. 7. Detailed data
  8. 8. Food consumption behaviors
  9. 9. Important factors of a meal Nutrition is the most important thing in a meal. High-income people care about healthiness after nutrition. Middle-income people put taste and healthiness above nutrition. 67% 63% 63% 37% 32% 26% 21% 15% 10% 0% Total Q. What are the 3 most important factors to you about your meals? (N=442) 66% 62% 63% 34% 35% 60% 62% 62% 42% 29% 79% 73% 63% 48% 18% Nutrition Healthiness Taste Food safety Price Top 5 factors by income <14M 14-20M >20M
  10. 10. Important factors of a meal by demographics Nutrition Healthiness Taste Food safety Price Freshness Portion (Volume) Organic food Calories intake Total 67% 63% 63% 37% 32% 26% 21% 15% 10% 18-24 64% 62% 78% 42% 42% 17% 23% 5% 5% 25-30 68% 64% 63% 31% 28% 28% 21% 19% 10% 31-39 71% 64% 46% 43% 27% 35% 16% 18% 15% HCM 70% 69% 69% 43% 34% 22% 16% 15% 7% HN 64% 58% 57% 32% 30% 30% 25% 15% 12% <14M 66% 62% 63% 34% 35% 25% 23% 12% 8% 14-20M 60% 62% 62% 42% 29% 31% 10% 13% 8% >20M 79% 73% 63% 48% 18% 32% 18% 32% 18% No children 61% 63% 67% 36% 37% 23% 22% 11% 6% With children 76% 64% 58% 38% 25% 31% 19% 20% 14% 18-24 year-olds care the most about taste and also most price-sensitive. High-income people care about organic food twice as much as other income groups. Q. What are the 3 most important factors to you about your meals? (N=442)
  11. 11. Considerations when buying foods Food safety is No.1 concern of 68% respondents in general and 86% high-income people in particular. After food safety, middle income people would consider nutrition then healthiness. 68% 50% 47% 45% 42% 20% 14% 13% 9% Total Q. What are the 3 things you consider the most when buying food? (N=442) 65% 49% 45% 44% 41% 71% 46% 48% 44% 42% 86% 55% 55% 54% 45% Food safety Healthiness Nutrition Origin Freshness 5 most-considered factors by income <14M 14-20M >20M
  12. 12. 18-24 year-olds consider healthiness and brand more. Females and 31-39 care more about freshness. Organic food consideration is higher among >20M VND income people. Considerations when buying foods by demographics Food safety Healthiness Nutrition Origin Freshness Brand Portion (volume/ size..) Organic food Packaging Total 68% 50% 47% 45% 42% 20% 14% 13% 9% Male 69% 53% 47% 46% 30% 23% 11% 14% 8% Female 68% 48% 47% 45% 48% 18% 16% 13% 9% 18-24 70% 57% 47% 42% 30% 32% 16% 12% 5% 25-30 66% 44% 47% 47% 45% 17% 17% 14% 13% 31-39 72% 53% 46% 47% 49% 11% 9% 14% 5% HCM 70% 49% 50% 50% 44% 19% 12% 13% 6% HN 66% 50% 44% 41% 39% 20% 17% 14% 11% <14M 65% 49% 45% 44% 41% 22% 16% 11% 10% 14-20M 71% 46% 48% 44% 42% 17% 13% 13% 4% >20M 86% 55% 55% 54% 45% 11% 5% 25% 5% No children 64% 51% 43% 46% 39% 27% 18% 12% 9% With children 75% 48% 52% 44% 46% 10% 10% 16% 8% Q. What are the 3 things you consider the most when buying food? (N=442)
  13. 13. 46% 39% 13% 1% Total Very interested Interested Neither/ Nor Not interested Not interested at all 46% 48% 45% 40% 45% 55% 54% 38% 40% 63% 64% 36% 60% 39% 41% 38% 45% 36% 38% 36% 41% 42% 25% 34% 43% 34% 15% 11% 17% 15% 20% 6% 10% 20% 18% 12% 2% 21% 6% Interest by demographics Very interested Interested Interest in healthy food 85% are interested in consuming healthy food daily. Healthy food has high interest among 31-39 year-olds, those from HCM/have kids/with high income. *Daily consumption Q. How much interested are you in consuming healthy food in your daily meals? (N=442)
  14. 14. Food shopping places Hyper/supermarket is the most popular place to buy foods. Traditional market is popular among people with income lower than 14M VND. 73% 46% 26% 20% 20% 5% 1% Total 70% 50% 25% 81% 42% 33% 79% 30% 23% Hyper/ supermarket Traditional market Traditional stores Top 3 shopping places by income <14M 14-20M >20M Q. Where do you usually shop for food? (N=442)
  15. 15. Food shopping places by demographics Hyper/supermarket Traditional market Traditional stores Brand shops Imported food storces Small sellers' online shops Total 73% 46% 26% 20% 20% 5% Male 69% 48% 32% 23% 22% 5% Female 75% 45% 23% 18% 18% 5% 18-24 78% 52% 27% 20% 14% 2% 25-30 69% 48% 22% 17% 23% 6% 31-39 73% 37% 33% 25% 21% 6% HCM 83% 41% 26% 25% 22% 6% HN 62% 52% 26% 15% 17% 4% <14M 70% 50% 25% 15% 13% 3% 14-20M 81% 42% 33% 37% 38% 8% >20M 79% 30% 23% 36% 39% 14% HCMC and +14M VND income people shop more at hyper/supermarket. Brand shops & imported food stores are favored by middle and high income people. Q. Where do you usually shop for food? (N=442)
  16. 16. Customer trust in food shopping places Imported food stores are the most trusted place in quality. Brand shops come next for high- income people. People having 14-20M income trust traditional stores after imported stores. 41% 38% 35% 29% 6% 5% Total Q. On which stores do you trust the quality of their food? (N=442) 36% 35% 31% 52% 38% 44% 66% 59% 45% Imported food stores Brand shops Traditional stores Top 3 most trusted places by income <14M 14-20M >20M
  17. 17. Customer trust in food shopping places by demographics Imported food stores Brand shops Traditional stores Hyper/ supermarket Small sellers' online shops Other Total 41% 38% 35% 29% 6% 5% Male 47% 40% 40% 29% 8% 3% Female 39% 38% 32% 30% 4% 6% 18-24 40% 33% 34% 30% 5% 5% 25-30 42% 41% 30% 31% 7% 4% 31-39 42% 40% 44% 26% 5% 7% <14M 36% 35% 31% 31% 4% 4% 14-20M 52% 38% 44% 27% 13% 10% >20M 66% 59% 45% 23% 7% 7% Imported food stores & brand shops are most popular among >20M income people. Traditional stores are favored among 31-39 year-olds. Q. On which stores do you trust the quality of their food? (N=442)
  18. 18. Reasons for trusting those places?-What customer think Transparent food origin and the shop owner can be held responsible in case there are any problems. 24/HCMC/Male Those places have good reputation. 34/Hanoi/Female Shops of big brands. 26/Hanoi/Female Recommended by friends and I already used the products. 35/HCMC/Female Because of my shopping habit. 23/Hanoi/Male Q. Why do you trust the quality of their food? (free comment)
  19. 19. Organic food consumption
  20. 20. 80% 20% Total 80% 82% 79% 78% 75% 93% 90% 70% 75% 92% 96% 71% 92% 20% 18% 21% 22% 26% 7% 10% 30% 25% 8% 4% 29% 8% By demographics Organic food awareness 80% know or have heard of the term. The awareness is high among middle to high- income people, among 31-39 year-olds, those from HCM and who have children. Q. Do you know/ have you ever heard of "organic food"? (N=442)
  21. 21. What is organic food?–What customer think Food produced with organic agriculture production process, clean, safe and good for health. 20/HN/Female Produced with methods and standards of organic agriculture, limit in using pesticides, chemical fertilizers, no preservatives, radiation, chemical additives, etc. 39/HCMC/Female Close to nature 24/HCMC/Male Grown completely without any pesticides. Natural planting and harvesting methods 31/HN/Female Clean food, grown from organic ingredients 33/Hanoi/Male Q. What is organic food? (free comment)
  22. 22. 44% 44% 11% Total Very interested Interested Neither/Nor Not interested Not interested at all 41% 46% 34% 48% 49% 46% 42% 39% 48% 63% 35% 54% 47% 43% 44% 46% 43% 42% 48% 46% 42% 37% 49% 39% 12% 11% 22% 7% 8% 13% 10% 14% 10% 0% 16% 7% Interest by demographics Very interested Interested Interest in organic food 88% are interested in organic food. Organic food has high interest among high income people, 25-39 year-olds and those who have children. Q. How much interested are you in organic food? (N=354)
  23. 23. Images of organic food Organic food is most federated with safe for health, eco-friendly and freshness images. The freshness, good taste and no allergy images are strong among high-income people. 92% 79% 46% 41% 34% 18% 0% Total Q. What are the image associations when you think of organic food? (N=354) 91% 79% 42% 41% 32% 14% 92% 73% 38% 38% 31% 13% 96% 83% 72% 43% 46% 44% By income <14M 14-20M >20M
  24. 24. Images of organic food by demographics Freshness/expensive images are strong among 31-39 y/o. Good taste image is strong among people who have children. Safe for health Eco-friendly Freshness (no conservatives) Expensive Good taste No allergy Total 92% 79% 46% 41% 34% 18% Male 91% 76% 47% 33% 40% 20% Female 93% 80% 45% 46% 31% 18% 18-24 92% 83% 35% 37% 29% 13% 25-30 93% 79% 46% 38% 36% 19% 31-39 91% 73% 57% 50% 37% 23% HCM 91% 84% 49% 43% 33% 21% HN 93% 72% 41% 39% 36% 15% <14M 91% 79% 42% 41% 32% 14% 14-20M 92% 73% 38% 38% 31% 13% >20M 96% 83% 72% 43% 46% 44% No children 91% 81% 42% 37% 27% 14% With children 93% 75% 50% 46% 42% 23% Q. What are the image associations when you think of organic food? (N=354)
  25. 25. Organic food usage frequency 32% people consume organic food more often than once/week. The usage is high among middle to high-income people and in HCMC. Q. How frequently do you consume organic food? (N=307) 11% 21% 7% 9% 51% Total Everyday/ almost everyday 4-5 times a week 2-3 times a week Once a week Several times a month Less frequently I don't consume organic food 32% 34% 31% 30% 34% 31% 35% 29% 28% 43% 37% 33% 31% 68% 66% 69% 70% 66% 69% 65% 71% 72% 57% 63% 67% 69% Frequent users by demographics (*who buy more than once/week)
  26. 26. Reasons for consuming organic food No.1 motivation to purchase organic food is safe for health reason, followed by healthy and eco-friendly. Reasons for purchase organic food are similar in all income groups. Q. Why do you consume organic food? (N=149) 90% 81% 56% 28% 26% 16% 11% Total 90% 83% 52% 77% 73% 55% 100% 83% 75% Safe for health Healthy Eco-friendly Top 3 reasons by income <14M 14-20M >20M
  27. 27. Reasons for consuming organic food by demographics Safe for health Healthy Eco-friendly Good taste Freshness Be available at home No allergy Total 90% 81% 56% 28% 26% 16% 11% Male 89% 79% 65% 28% 23% 18% 19% Female 90% 83% 51% 28% 28% 15% 7% 18-24 90% 81% 52% 36% 14% 19% 14% 25-30 88% 80% 55% 22% 22% 12% 11% 31-39 93% 83% 62% 31% 45% 19% 10% <14M 90% 83% 52% 30% 21% 17% 9% 14-20M 77% 73% 55% 9% 18% 9% 9% >20M 100% 83% 75% 38% 54% 21% 25% No children 89% 79% 58% 30% 18% 16% 9% With children 90% 84% 55% 26% 34% 16% 14% More high-income people buy organic food for reasons of safe for health, eco-friendliness and freshness. 31-39 year-olds also care much about freshness. Q. Why do you consume organic food? (N=149)
  28. 28. Customer expectations No.1 expectation of most people is for organic food to be more affordable, followed by be more widely available. Half people with +20M income wants delivery service. 80% 66% 55% 23% Be more affordable Be more widely available Have more variety Have delivery service Total 79% 65% 52% 17% 71% 67% 56% 29% 91% 70% 69% 46% Be more affordable Be more widely available Have more variety Have delivery service Expectations by income <14M 14-20M >20M Q. What do you expect from organic food, in order to use it more frequently? (N=354) (*To consume organic food more often)
  29. 29. Customer expectations by demographics +20M income people want organic food to be more affordable, have more variety and have delivery service. 25-30 year-olds wants it to be more available. Be more affordable Be more widely available Have more variety Have delivery service Total 80% 66% 55% 23% 18-24 77% 63% 51% 17% 25-30 77% 73% 58% 23% 31-39 87% 59% 55% 30% <14M 79% 65% 52% 17% 14-20M 71% 67% 56% 29% >20M 91% 70% 69% 46% No children 78% 68% 53% 17% With children 82% 64% 57% 30% Q. What do you expect from organic food, in order to use it more frequently? (N=354)
  30. 30. Willingness-to-pay for safer food Up to 95% willing to pay higher prices. The most accepted food price increases are 10-20% and <10%. High-income people are more willing to pay extra for safer food. 3% 11% 45% 37% 4% Total 50+% extra 20-50% extra 10-20% extra <10% extra Not willing to pay extra 5% 4% 2% 8% 17% 21% 43% 52% 45% 40% 27% 27% 4% 5% <14M 14-20M >20M Willingness-to-pay by income 50+% extra for safer food 20-50% extra 10-20% extra <10% extra Not willing to pay extra Q. What is applicable to you? (N=442)
  31. 31. Willingness-to-pay for safer food by demographics <10% extra 10-20% extra 20-50% extra 50+% extra for safer food Not willing to pay extra Total 37% 45% 11% 3% 4% Male 36% 42% 14% 3% 5% Female 38% 46% 9% 3% 4% 18-24 36% 45% 9% 3% 6% 25-30 41% 42% 11% 5% 3% 31-39 32% 49% 13% 2% 5% HCM 34% 48% 12% 2% 4% HN 41% 41% 9% 5% 5% <14M 40% 43% 8% 4% 5% 14-20M 27% 52% 17% 0% 4% >20M 27% 45% 21% 5% 2% No children 44% 41% 6% 3% 6% With children 27% 50% 17% 4% 2% Half are willing to pay 10-20% extra. Those who have children or high incomes are willing to pay 20-50% more for safer food. Q. What is applicable to you? (N=442)
  32. 32. AUDIENCE PROFILE
  33. 33. Male, 35% Female, 65% Gender 18-24, 30% 25-30, 45% 31-39, 25% Age HCM, 50%HN, 50% City Household income 76% 12% 13% <14M 14-20M >20M Respondents profile (N=443) No children, 58% With children, 42% Children status
  34. 34. Q&Me – About Online Market Research Services
  35. 35. Enhanced Service 3: Business survey Provide the research services driven by the technogies Our research solutions Consumer research app Admin platform Traditional market research Collect surveys from online consumers Effective retail audit or data collection Plan, Manage and Analyze data
  36. 36. Our advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 300,000 members as of Sept, 2017 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% Age 19% 18% 6% 4%3%3% 47% HCM Hanoi Can Tho Da Nang Hai Phong Dong Nhai Others 56% 44% Male Female Gender City
  37. 37. Our advantage – Quick with quality Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality Our quality score by SSI FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
  38. 38. Our quality assurance process Questionnaire based on the exact profile • Refined and very derailed database panel Take out users with irrelevant replies • Remove Fake questions hit users • Remove Contradicted answer users • Take out straight answer users Take out speed users • We count the average median time and take out those who are less than that Manual check by the experienced researchers • Our experienced researchers will check the relevance as well as open comments Re-assortment of panelist priorities • Based on the survey results, bad users are screened out while prioritizing those who return s good feedbacks.
  39. 39. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC, Vietnam Tel. +84 839 100 043

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