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Research of why Vietnamese put ice on beer

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Vietnam is one of the best beer drinking in terms of the consumptions. The market is growing year by year and the country is top 10 beer consumption country worldwide already.

This survey was made in order to have the better understanding in the Vietnamese behaviors of drinking beer with ice, to have the clues of why they put ice on it

This survey was conducted among 682 male / female who drink beer. The survey was conducted in January 2019.

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Research of why Vietnamese put ice on beer

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Research about why Vietnamese put ice in beer Asia Plus Inc.
  2. 2. Overview Vietnam is one of the best beer drinking in terms of the consumptions. The market is growing year by year and the country is top 10 beer consumption country worldwide already. This survey was made in order to have the better understanding in the Vietnamese behaviors of drinking beer with ice, to have the clues of why they put ice on it This survey was conducted among 682 male / female who drink beer. The survey was conducted in January 2019.
  3. 3. Motivations to put ice in beer
  4. 4. Influence factors for drinking with ice / without ice Temperature (weather) Usage of beer goes down from 86% to 51% when the temperature is cold. They use ice simply as they feel hot. Beer condition Those who prefer to put ice when beer is cold is less than half (49%). Ice is used to make beer cooler, especially as some restaurants (street vendors) tend to keep beer lukewarm Taste preference Some prefers to put ice to make its taste lighter. They are mainly those who drink less or female. On the other hand, there are minor people who avoid ice to keep original taste Atmosphere Peer pressure for 1-2-3 customs or hesitation to get drunk may let them choose drink beer with lighter choice. They tend to choose beer without ice when drinking alone
  5. 5. Who are non-ice users Those who prefers beer without ice is still minor but they have the behavior as below More North area people than South area The ratio of non-ice users in Hanoi is twice as high as HCM. There are 3 reasons of the difference. The difference of the weather (temperature), popularity of Bia Hoi (draft beer) and more attention to sanitary may be linked to their behaviors Enjoys more variety of beer Wealthy background Less drink opportunities with colleagues Non-ice users enjoy more variety of beer brands (6.9 brands vs 5.2 brands of ice users). They also keen on trying new tastes more. Also they use restaurants with better refrigeration (air-con restaurants, bar) more Those who prefers to use ice are on the decrease when the income get higher. Wealthy people tend to have more international exposure (beer without ice) as well as selection of better restaurants (where beer is cold) Non-ice users have less opportunities of drinking with colleagues (50%=ice users, 38%=non ice users), presuming that they have less occasions of harsh drinking such as 1-2-3, which most people drink with ice
  6. 6. Factors to move forward to non-ice usage Preference over the original taste The trend of enjoying original taste is on the increase although it is still a minor, as seen in the trend of enjoying craft beer, for instance. Such trend may end up with running themselves away from using ice in beer. Refrigeration equipment Make beer colder is one of the biggest motivation of the behaviors. The Increase of better cold facilities may result in less usage of ice, as lukewarm beer is common choice especially at street vendors. Atmosphere and Environment Hesitance to get drunken or too much drink over long lasting 1-2-3 behavior is linked with their usage of ice. Less of drink-push may result in drinking beer without lightening it. Exposure of new brands Popular beer brand concentrates on some such as Heineken, Tiger and Bia Hanoi. More exposures of other beers and consumer understanding may have them choose the one they like, without lighting them with ice.
  7. 7. Motivations to put ice on beer
  8. 8. Ice usage With ice is more popular in terms of preference and frequency. 75% of beer drinkers in Vietnam prefers beer with ice 65% 10% 16% 4%5% Beer preference Definitely with ice Relatively with ice Average Relatively without ice Definitely without ice 48% 31% 15% 5%2% Occasions to use Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice 60% 10% 19% 5% 7% Taste better Definitely with ice Relatively with ice Average Relatively without ice Definitely without ice 75% 79% 70% Q. Which one do you prefer, beer with ice or without ice? / How do you drink beer? / Which do you think taste better - beer with ice or without ice?
  9. 9. Reasons for using ice 2% 6% 7% 14% 18% 30% 46% 64% Other reason As store staff or PG put ice on the glass As others do the same Beer taste is too strong As I could drink less in 1-2-3 As I will not get drunk easily I like to lighten the taste with ice To make beer colderTemperature Beer is not cold and need ice to make it cooler Taste Beer taste does not fit their taste and prefers to make it lighter Avoid being drunk Make beer lighter so that they could avoid being drunk and drink less in 1-2-3 Environment Drink as others do or use ice as someone put it Q. Why do you drink beer with ice? (N=671)
  10. 10. Reasons for not using ice 6% 4% 4% 9% 14% 17% 23% 25% 27% 39% Other reason As others do the same As I prefer to get drunk more quickly As I do not have ice in my drinking places I like to enjoy the stronger alcohol As I do not like to change the taste of the beer Concerns on the sanitary of ice I like to enjoy the original taste As temperature outside is cold enough As the beer I drink is cool enoughTemperature Beer is cold enough and no need for putting ice on it Taste They do not want to lose the taste because of icing Sanitary Concerns on the health impact by putting ice in it Environment Lack of ice in their drinking environment etc Q. Why do you drink beer without ice? (N=353)
  11. 11. Ice usage analysis (1) - Temperature Vietnam is in the tropical climate and they prefer to drink it cool in general. More users avoid ice when the climate is cold. 86% 59% 83% 42% When temperature is hot When temperature is cold Ice usage by temperature South part North part Q. How do you drink beer under the condition?
  12. 12. Ice usage analysis (2) - Beer condition Non-Ice users tend to drink at restaurants where beer tends to be maintained cold while ice-users drink at street vendors more. This difference may come from how those restaurant keep the beers (restaurants tend to keep beers in colder conditions). 12% 30% 26% 21% Restaurants Street restaurants The location where beer is taken the most With ice users WIthout ice users Q. Where do you drink beer at most often? 6% 7% 14% 18% 30% 46% 64% As store staff or PG put ice on the… As others do the same Beer taste is too strong As I could drink less in 1-2-3 As I will not get drunk easily I like to lighten the taste with ice To make beer colder With ice 9% 14% 17% 23% 25% 27% 39% As I do not have ice in my drinking… I like to enjoy the stronger alcohol As I do not like to change the taste… Concerns on the sanitary of ice I like to enjoy the original taste As temperature outside is cold… As the beer I drink is cool enough Without ice
  13. 13. Ice usage analysis (3) - Taste Some feel that original taste is too strong. Female and those who drink beer less frequently tend to put ice on it. On the other hand, those who like original taste tend to avoid ice usage 53% 43% 36% Low Mid High By drink frequency 6% 7% 14% 18% 30% 46% 64% As store staff or PG put ice on the… As others do the same Beer taste is too strong As I could drink less in 1-2-3 As I will not get drunk easily I like to lighten the taste with ice To make beer colder With ice 9% 14% 17% 23% 25% 27% 39% As I do not have ice in my drinking… I like to enjoy the stronger alcohol As I do not like to change the taste… Concerns on the sanitary of ice I like to enjoy the original taste As temperature outside is cold… As the beer I drink is cool enough Without ice 50% 42% Female Male By gender Demand of lightening beer by profile
  14. 14. Ice usage analysis (4) - atmosphere The usage of ice when drinking alone is less. When drinking with someone, they may feel the pressure of 1-2-3 or get drunk. Also they use ice to avoid being drunk. 69% 77% 78% 14% 7% 10% Alone With friends Party Usage of ice by drinking occasions With ice Without ice 6% 7% 14% 18% 30% 46% 64% As store staff or PG put ice on the… As others do the same Beer taste is too strong As I could drink less in 1-2-3 As I will not get drunk easily I like to lighten the taste with ice To make beer colder With ice 9% 14% 17% 23% 25% 27% 39% As I do not have ice in my drinking… I like to enjoy the stronger alcohol As I do not like to change the taste… Concerns on the sanitary of ice I like to enjoy the original taste As temperature outside is cold… As the beer I drink is cool enough Without ice
  15. 15. More cooling effect, can drink for longer (without getting drunk). Ice can decrease the alcohol level in beer, thus the alcohol in blood can be filtered out faster. (Taste) easier to drink, less beer smell. Because I’m a woman Ice reduces the alcohol level of beer so easier to drink I often drink beer with ice, because it’s not very easy for me to drink beer without ice. Reasons to prefer with ice 33/HCM/Female 23/Hanoi/Male 20/HCM/Female 21/CanTho/Male Drinking beer with ice makes me feel cooler and the beer with ice don’t have a bitter flavor as consumed alone. That’s how I feel. 22/Hanoi/Female
  16. 16. Chill the beer in the fridge at -2 Celsius degrees will make the beer taste better. I’d like to drink chilled beer as to enjoy the original taste of the beer. Drinking beer with ice will reduce the beer aroma and flavor. Drinking beer without ice allows me to really feel the taste of the beer. I can’t drink cold drinks so I don’t like using ice. Putting ice in beer makes the taste less intense. Reasons to prefer without ice 24/HCM/Female 38/HaiPhong/Male 28/QuangNinh/Female 29/Hanoi/Female (I’d like to) drink chilled beer without ice to keep the flavor better. A moderate temperature (not too cold) enables the taste buds feel the beer taste better. 20/HCM/Male
  17. 17. Behavior change of drinking beer with ice
  18. 18. Behavior change of using ice on beer 37% use ice in beer less than before, due to their concerns on the health / sanitary issues. Some do that due to their preference over original taste 11% 16% 18% 30% Easy to drink Less alcohol I like to drink with ice More delicious Reasons of more ice 6% 31% 56% 5%2% Ice usage difference vs a year ago Decreased significantly Decreased a little No change Increased a little Increased significantly Q. How does your usage of ice change compared with a year ago? / Please describe reasons for the change. 11% 12% 16% 38% I like the taste Weather condition Enjoy original taste Health problems Reasons of less ice
  19. 19. Consumers with less ice than before - Health worriers The ones who are concerned over the quality of ice and impact to the health • Female in late 20’s and 30’s • Middle-level drinking frequency but do not consider themselves as strong drinker • Prefers ice as it is easy to drink but have faced health issues such as sore throats • Less usage of street vendors but more at restaurants • Preference over Saigon Lager, Bia Larue, Huda
  20. 20. Consumers with less ice than before - Original beer taste lovers The ones who enjoys drinking a variety of beers and do not like ice to damage the taste • Male in 30’s. Relatively rich in HCM • High frequency of drinking beer and considered as strong beer drinkers • Those who use snobby places such as pub or beer club • Higher preference over Sapporo (taste) and Budweiser (atmosphere) • Sapporo: Most favorite user among this group 5% (total 1%) • Budweiser: Those who have used this brand among this group: 31% (total 22%)
  21. 21. Easy to be sore throat & ice is not guaranteed hygiene safety. Decreasing drinking with ice will help decreasing affecting to throat, larynx Like the original taste of beer, better if do not drink with ice but drink beer already kept at cold temperature When drinking a lot of beer, I found that drinking beer with ice is not as good as being chilled. Therefore I decrease the number of times I drunk beer with ice. Who drinks beer less - Comment 26/Hanoi/Female 38/HCM/Female 25/Hanoi/Female 28/HaiPhong/Male Opinions related with health concerns Opinions related with taste preference
  22. 22. Summary • Over 70% of Vietnamese drink beer with ice. They feel more comfortable of dinking beer with ice as well as they like the taste of beer with ice better • This behaviors come from the four factors - temperature, beer coldness, taste preference and atmosphere. • The behaviors tend to change based on where they drink. Ice is used more in case when they drink at street vendors. They use ice less when beer is served with enough coldness. • On the other hand, those who drink with ice seem to get less than before, due to their concerns over sanitary issues and preference over the original taste • There are trend to enjoy beer tastes better, while refrigeration infra is more equipped. Such trend may affect Vietnamese drinking behaviors little by little, although it will take time to as those are long lasting tradition and street drinking remains to be popular nation- wide for a while.
  23. 23. Detailed data
  24. 24. Basic beer behavior
  25. 25. Frequency of drinking beer 35% people drink beer at least 1 or 2 days per week. Those who live in South area more often drink beer than North area. Q. How often do you drink beer? (N=682) 4% 12% 19% 22% 10% 33% Total Every day / almost every day 3 - 4 days per week 1 - 2 days per week 1 - 3 times per month Less than 1 - 3 times per month Only for a special occasion Total Male Femal e 18-24 25-29 30-39 South area North area Only for a special occasions 33% 26% 39% 40% 28% 33% 30% 37% Less than 1-3 times per month 10% 7% 12% 10% 10% 9% 10% 10% 1-3 times per month 22% 23% 22% 25% 22% 20% 23% 22% 1-2 days per week 19% 27% 12% 15% 18% 23% 22% 15% 3-4 days per week 12% 12% 12% 7% 17% 11% 12% 12% Everyday / almost everyday 4% 5% 4% 3% 5% 5% 4% 5% By Demographics
  26. 26. People who drink beer with Friends Family / Relatives Co-workers Boy / Girl friend Alone Total 68% 67% 57% 15% 12% Male 77% 59% 60% 14% 14% Female 61% 73% 53% 16% 10% 18-24 73% 56% 43% 10% 14% 25-29 68% 70% 61% 19% 11% 30-39 64% 74% 66% 16% 10% South area 72% 63% 61% 16% 14% North area 64% 71% 52% 14% 9% Male tend to drink beer with friends and female tend to drink it with family. Q. Who do you drink beer with? (N=682)
  27. 27. Strength with alcohol (self-evaluation) Basically, male think themselves as more strong with alcoholic drinks than female. Q. How strong do you think you are for alcohol? (N=682) 7% 8% 7% 6% 8% 8% 7% 8% 21% 22% 20% 20% 21% 22% 21% 20% 38% 43% 34% 43% 38% 33% 39% 37% 23% 19% 26% 20% 22% 27% 22% 24% 9% 7% 10% 7% 9% 10% 7% 10% 2% 1% 4% 5% 2% 0% 3% 2% Total Male Female 18-24 25-29 30-39 South area North area Very strong Strong Average Weak Very weak I do not know Gender Age Area
  28. 28. Place to drink beer - total About 30% people drink beer most at their home. Few people drink beer at Bar / Pub. Q. Where do you drink beer at? Please choose all applicable. (N=682) 61% 53% 52% 51% 50% 35% 17% 15% 29% 12% 25% 14% 14% 3% 2% 1% Home Friends' / Relatives' house Street vendor / Small restaurants by the street Restaurants Party / Event Karaoke Beer club Bar / Pub Place Place - most often
  29. 29. Place to drink beer - demographic Home Friends' / Relatives' house Street vendor / Small restaurants by the street Restaurants Party / Event Karaoke Beer club Bar / Pub Total 61% 53% 52% 51% 50% 35% 17% 15% Male 56% 53% 64% 52% 49% 40% 19% 17% Female 65% 53% 43% 51% 52% 31% 15% 14% 18-24 55% 53% 52% 45% 49% 35% 13% 13% 25-29 63% 55% 54% 52% 48% 36% 21% 18% 30-39 65% 50% 52% 57% 54% 33% 16% 15% South area 60% 56% 60% 51% 57% 40% 22% 17% North area 63% 49% 44% 51% 43% 29% 11% 13% More male drink beer at street vendor / small restaurant by street. Those who live in South area also tend to drink beer there. Q. Where do you drink beer at? Please choose all applicable. (N=682)
  30. 30. Place to drink beer most - demographic Home Street vendor / Small restaurants by the street Restaurants Party / Event Friends' / Relatives' house Karaoke Beer club Bar / Pub Total 29% 25% 14% 14% 12% 3% 2% 1% Male 20% 34% 15% 11% 13% 2% 2% 2% Female 36% 17% 13% 16% 12% 4% 1% 1% 18-24 28% 26% 12% 10% 16% 5% 2% 1% 25-29 28% 25% 14% 14% 13% 4% 1% 1% 30-39 30% 23% 15% 17% 9% 2% 3% 2% South area 23% 31% 13% 17% 10% 3% 2% 1% North area 34% 18% 15% 10% 15% 4% 1% 1% More male drink beer at street vendor / small restaurant by street. Those who live in South area also tend to drink beer there. Q. Where do you drink beer at most often? (N=682)
  31. 31. Popular beer brand
  32. 32. Top-of-mind beer brand Heineken Tiger Bia Hanoi Sai Gon 333 Others Total 28% 25% 22% 13% 5% 6% Male 25% 25% 24% 16% 5% 5% Female 31% 24% 21% 10% 6% 8% 18-24 26% 25% 22% 15% 6% 6% 25-29 26% 28% 19% 12% 6% 9% 30-39 32% 21% 27% 12% 4% 4% South area 31% 42% 1% 15% 5% 6% North area 25% 6% 46% 11% 6% 7% Q. When you hear the beer, what brand comes up first? (OA) (N=682) Heineken, Tiger and Bia Hanoi are highly federated with beer image. About half of those who live in South area came up with “Tiger” and those who live in North area came up with “Bia Hanoi” first.
  33. 33. Popular beer brand More than 50% people have drunken Heineken, Tiger, 333, Saigon Special, Bia Hanoi and Sapporo ever. Q. What are the beer brands that you drink before. Please choose all applicable. (N=682) 85% 79% 67% 56% 53% 35% 29% 25% 23% 21% 19% 18% 16% 11% 8% 7% 6% 1% 26% 26% 7% 11% 25% 1% 1% 1% 1% 1% 0% 0% 1% 0% 0% 0% 0% 0% Brand in use Brand in use most
  34. 34. Popular beer brand - demographic Heinek en Tiger 333 Saigon Special Bia Hanoi Sappor o Bia Saigon lager Halida Budwei ser Huda Bia Larue Carlsb erg Saigon Export San Miguel Zorok Beck's Corona Others Total 85% 79% 67% 56% 53% 35% 29% 25% 23% 21% 19% 18% 16% 11% 8% 7% 6% 1% Male 84% 76% 64% 61% 50% 35% 34% 25% 26% 22% 23% 18% 18% 12% 10% 10% 8% 1% Female 86% 82% 69% 52% 55% 35% 26% 25% 20% 21% 17% 18% 15% 9% 7% 5% 4% 1% 18-24 84% 79% 62% 51% 51% 27% 27% 17% 20% 17% 14% 6% 11% 5% 3% 5% 3% 1% 25-29 84% 77% 69% 59% 53% 43% 31% 27% 29% 22% 24% 19% 18% 10% 10% 11% 7% 1% 30-39 88% 82% 69% 58% 53% 35% 30% 30% 21% 25% 20% 28% 19% 15% 11% 6% 8% 1% South area 87% 88% 70% 60% 20% 49% 31% 11% 29% 19% 28% 15% 19% 15% 14% 11% 8% 1% North area 83% 69% 64% 52% 89% 20% 27% 40% 17% 24% 10% 21% 13% 5% 1% 4% 4% 1% Bia Hanoi is so famous especially in North area. Sapporo tend to be drunken by those who live in South area. Q. What are the beer brands that you drink before. Please choose all applicable. (N=682)
  35. 35. Popular beer brand (most) Heineken Tiger Bia Hanoi Saigon Special 333 Budweiser Saigon Export Bia Saigon lager Sapporo Halida Huda Others Total 26% 26% 25% 11% 7% 1% 1% 1% 1% 1% 1% 1% Male 19% 29% 25% 15% 6% 2% 1% 1% 0% 0% 1% 1% Female 31% 23% 24% 7% 7% 1% 1% 1% 1% 1% 0% 2% 18-24 23% 28% 27% 10% 6% 2% 2% 0% 0% 0% 0% 0% 25-29 24% 31% 21% 10% 6% 1% 1% 2% 2% 0% 0% 3% 30-39 29% 18% 25% 12% 9% 2% 1% 1% 0% 1% 1% 1% South area 30% 44% 1% 10% 5% 2% 2% 1% 1% 0% 1% 2% North area 21% 5% 50% 11% 9% 1% 0% 1% 1% 1% 0% 1% Heineken has large share in all category. Tiger has dominant share in South area and Bia Hanoi has it in North area. Q. What is the beer brands that you drink the most? (N=682)
  36. 36. Ice usage preference in drinking beer
  37. 37. Ice usage preference Through the all category, more than 70% people prefer to drink beer with ice. Q. Which one do you prefer, beer with ice or without ice? (N=682) 65% 63% 66% 68% 62% 64% 68% 61% 10% 11% 9% 8% 12% 9% 9% 11% 16% 18% 15% 15% 17% 17% 16% 17% 4% 3% 5% 3% 3% 4% 3% 5% 5% 6% 5% 6% 5% 5% 4% 6% Total Male Female 18-24 25-29 30-39 South area North area Definitely with ice Relatively with ice Average Relatively without ice Definitely without ice Gender Age Area
  38. 38. Reasons – prefer with ice Cool Easy to drink More delicious Less alcohol I like cold Habbit None Others Total 31% 30% 28% 24% 5% 5% 7% 3% Male 33% 31% 26% 22% 5% 6% 7% 3% Female 28% 30% 30% 26% 6% 3% 6% 2% 18-24 32% 26% 28% 26% 5% 4% 8% 3% 25-29 27% 33% 28% 22% 8% 5% 7% 2% 30-39 33% 32% 27% 25% 3% 5% 5% 3% South area 20% 34% 24% 26% 5% 5% 8% 3% North area 43% 26% 32% 21% 6% 3% 6% 2% More people care about taste and coldness compared to strength of alcohol. Q. What are the reasons for your previous question? - Like ice (OA) (N=511)
  39. 39. Reasons – prefer without ice Keep original taste More delicious Sore throat Rich taste Fragrant Cold Cool None Others Total 39% 19% 15% 10% 5% 2% 2% 6% 13% Male 54% 31% 4% 8% 12% 0% 0% 4% 4% Female 28% 11% 22% 11% 0% 3% 3% 8% 19% 18-24 52% 14% 10% 5% 5% 0% 5% 5% 14% 25-29 26% 26% 11% 21% 5% 0% 0% 11% 11% 30-39 36% 18% 23% 5% 5% 5% 0% 5% 14% South area 36% 20% 20% 4% 4% 0% 4% 12% 12% North area 41% 19% 11% 14% 5% 3% 0% 3% 14% More male try to keep original taste of beer and more female care about sore throat. Q. What are the reasons for your previous question? - Like without ice (OA) (N=62)
  40. 40. 48% 47% 49% 49% 45% 51% 55% 41% 31% 31% 31% 30% 34% 29% 29% 33% 15% 16% 14% 15% 15% 13% 11% 18% 5% 5% 4% 5% 4% 4% 4% 6% 2% 1% 2% 1% 1% 3% 1% 2% Total Male Female 18-24 25-29 30-39 South area North area Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Ice usage frequency The percentage those who use ice to beer is high in South area compared to North area. Q. How do you drink beer? (N=682) Gender Age Area
  41. 41. Reasons - using ice To make beer colder I like to lighten the taste with ice As I will not get drunk easily As I could drink less in 1-2-3 Beer taste is too strong As others do the same As store staff or PG put ice on the glass Other reason Total 64% 46% 30% 18% 14% 7% 6% 2% Male 67% 42% 29% 17% 11% 7% 6% 4% Female 62% 50% 32% 19% 17% 7% 6% 1% 18-24 58% 44% 31% 18% 14% 7% 8% 2% 25-29 65% 47% 29% 16% 17% 6% 5% 1% 30-39 68% 47% 32% 21% 11% 8% 5% 4% South area 64% 45% 30% 21% 15% 9% 7% 2% North area 64% 47% 31% 16% 13% 5% 5% 3% In South area, higher ratio of people answer “as I could drink less in 1-2-3” compared with North area. Q. Why do you drink beer with ice? (N=671)
  42. 42. Reasons – not using ice Temperature of outside highly affect the usage of ice especially in . Q. Why do you drink beer without ice? (N=353) As the beer I drink is cool enough As temperature outside is cold enough I like to enjoy the original taste Concerns on the sanitary of ice As I do not like to change the taste of the beer I like to enjoy the stronger alcohol As I do not have ice in my drinking places As I prefer to ger drunk more quickly As others do the same Other reason Total 39% 27% 25% 23% 17% 14% 9% 4% 4% 6% Male 38% 23% 27% 23% 15% 15% 8% 4% 2% 7% Female 40% 30% 23% 23% 18% 13% 10% 4% 5% 5% 18-24 33% 21% 29% 19% 19% 15% 9% 4% 4% 6% 25-29 41% 29% 19% 22% 13% 10% 11% 3% 3% 6% 30-39 43% 30% 27% 28% 18% 16% 6% 5% 4% 6% South area 35% 18% 28% 24% 19% 19% 7% 2% 4% 9% North area 42% 35% 23% 22% 15% 9% 10% 6% 4% 3%
  43. 43. Taste preference - with / without ice There is no significant difference between categories. About 70% people think that taste of beer with ice is better. Q. Which do you think taste better - beer with ice or without ice? (N=682) 60% 57% 63% 63% 59% 59% 62% 58% 10% 11% 9% 7% 10% 11% 9% 10% 19% 21% 17% 18% 20% 18% 17% 20% 5% 5% 5% 5% 5% 5% 6% 4% 7% 7% 7% 7% 7% 7% 6% 8% Total Male Female 18-24 25-29 30-39 South area North area Definitely with ice Relatively with ice Average Relatively without ice Definitely without ice Gender Age Area
  44. 44. Ice usage trend - compared with a year ago 6% 5% 7% 5% 6% 6% 3% 9% 31% 32% 31% 31% 31% 33% 33% 29% 56% 56% 56% 55% 59% 54% 56% 57% 5% 5% 4% 5% 3% 6% 6% 3% 2% 2% 2% 4% 0% 2% 2% 2% Total Male Female 18-24 25-29 30-39 South area North area Decreased significantly Decreased a little No change Increased a little Increased significantly In both south and north area, more than 35% people have decreased the number of times to use ice. Q. How does your usage of ice change compared with a year ago? (N=682)
  45. 45. Reasons – increase to use ice A few people increase to drink beer with ice and most of them care about taste and alcohol of beer. Q. Please describe reasons for the change. - Increase (OA) (N=44) More delicious I like to drink with ice Less alcohol Easy to drink I like the taste Depend on weather None Others Total 30% 18% 16% 11% 7% 5% 11% 14% Male 23% 14% 23% 14% 5% 5% 5% 23% Female 36% 23% 9% 9% 9% 5% 18% 5% 18-24 33% 22% 28% 17% 6% 0% 0% 6% 25-29 22% 22% 0% 11% 11% 0% 22% 22% 30-39 29% 12% 12% 6% 6% 12% 18% 18% South area 30% 11% 22% 15% 7% 4% 11% 15% North area 29% 29% 6% 6% 6% 6% 12% 12%
  46. 46. Reasons – decrease to use ice Health problems Enjoy original taste Weather condition I like so More delicious Drink beer less Beer already cold Ice not hygiene Easy to full No ice None Others Total 38% 16% 12% 6% 5% 4% 4% 3% 2% 1% 5% 11% Male 35% 22% 9% 4% 5% 3% 3% 3% 2% 1% 6% 15% Female 40% 12% 15% 8% 5% 4% 4% 3% 2% 1% 4% 9% 18-24 38% 15% 10% 8% 5% 3% 4% 3% 0% 0% 9% 14% 25-29 38% 15% 17% 8% 6% 5% 4% 2% 4% 0% 2% 8% 30-39 37% 19% 10% 3% 4% 4% 3% 3% 2% 3% 4% 12% South area 42% 19% 8% 2% 5% 3% 3% 3% 3% 1% 6% 12% North area 33% 14% 17% 10% 6% 5% 4% 2% 1% 2% 4% 10% Especially, those who live in South area tend to care about health problems. More male enjoy to original taste of the beer compared to female. Q. Please describe reasons for the change. - Decrease (OA) (N=255)
  47. 47. Ice on beer? - behaviors by occasions
  48. 48. Drink preference by profile Preference is stable regardless of the profile in general. North area has less preference of ice usage than South area. 75% 73% 76% 75% 74% 75% 77% 72% 9% 9% 9% 9% 8% 9% 7% 11% 16% 18% 15% 16% 17% 16% 16% 17% Total Male Female 18-24 25-29 30-39 South area North area With ice Without ice Others Q. Which one do you prefer, beer with ice or without ice? Gender Age Area
  49. 49. Drink preference by behaviors Those who tend to use street vendors like with ice, while restaurant users have more ratio of without ice 75% 75% 74% 74% 75% 77% 70% 79% 71% 9% 9% 10% 8% 10% 7% 7% 6% 12% 16% 16% 16% 18% 15% 16% 23% 14% 17% Total Drink - low Drink - mid Drink - high Home Street vendor Friends' house Party / Event Restaurant With ice Without ice Others Drink frequency Location Q. How do you drink beer under the condition?
  50. 50. Usage of ice by occasions 74% 78% 77% 69% 77% 72% 78% 86% 54% 84% 49% 8% 9% 8% 14% 7% 9% 10% 5% 21% 5% 26% 18% 13% 15% 18% 16% 18% 12% 9% 25% 11% 24% Home Restaurant (with Air- con) Restaurant (w/o air- con) Alone With friends Dating Party Hot Cold Beer is not cold Beer is cold With ice Without ice Others Ice user is getting less when drinking beer alone. The usage of ice also goes down when temperature is low or beer is already cold. Q. How do you drink beer under the condition? Location Occasion Temperature Temperature
  51. 51. Ice usage on beer - at home Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink beer at the place Total 52% 21% 14% 6% 5% 2% Male 51% 22% 14% 6% 4% 2% Female 53% 19% 13% 7% 5% 2% 18-24 51% 20% 12% 8% 6% 3% 25-29 51% 22% 15% 5% 4% 2% 30-39 54% 19% 14% 6% 4% 2% South area 58% 21% 12% 4% 4% 0% North area 45% 25% 16% 8% 6% 0% Those who live in North area are less likely to use ice regardless the location. Q. How do you drink beer at the place below? – Home (N=681)
  52. 52. Ice usage on beer - at restaurant (with air-con) Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink beer at the place Total 50% 25% 12% 5% 4% 4% Male 50% 28% 10% 6% 2% 3% Female 50% 22% 15% 5% 5% 4% 18-24 51% 25% 10% 5% 5% 5% 25-29 45% 28% 16% 4% 3% 4% 30-39 55% 21% 12% 6% 3% 3% South area 55% 24% 10% 7% 1% 2% North area 44% 28% 16% 5% 5% 3% Those who live in North area are less likely to use ice regardless the location. Q. How do you drink beer at the place below? - Restaurant / Bar etc (inside of the facility where air-con is on) (N=681)
  53. 53. Ice usage on beer - at restaurant (without air-con) Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink beer at the place Total 51% 23% 13% 6% 2% 4% Male 50% 26% 12% 7% 1% 4% Female 52% 21% 14% 6% 2% 5% 18-24 50% 21% 13% 7% 2% 6% 25-29 51% 25% 14% 4% 1% 5% 30-39 52% 22% 13% 8% 3% 2% South area 57% 21% 11% 6% 1% 3% North area 42% 29% 17% 8% 3% 2% Those who live in North area are less likely to use ice regardless the location. Q. How do you drink beer at the place below? - Restaurant / Bar etc (outside of the facility where air-con is off) (N=681)
  54. 54. Ice usage on beer - alone Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink beer with the people Total 43% 18% 15% 7% 6% 11% Male 43% 21% 14% 8% 6% 8% Female 43% 15% 15% 6% 6% 14% 18-24 42% 17% 17% 7% 9% 8% 25-29 41% 20% 16% 7% 4% 13% 30-39 47% 16% 11% 8% 5% 13% South area 48% 15% 12% 8% 6% 12% North area 38% 21% 17% 7% 6% 11% Around 10% people never drink beer alone. Q. How do you drink beer with the people below? - When you drink alone (N=681)
  55. 55. Ice usage on beer - with friends / colleagues Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink beer with the people Total 54% 22% 14% 6% 2% 1% Male 50% 27% 15% 6% 1% 1% Female 58% 18% 13% 7% 3% 1% 18-24 59% 18% 15% 6% 1% 1% 25-29 51% 23% 17% 6% 1% 2% 30-39 54% 26% 11% 7% 3% 0% South area 60% 19% 12% 6% 1% 1% North area 48% 25% 17% 7% 2% 1% Those who live in North area tend not to use ice. Q. How do you drink beer with the people below? - When you drink with friends / colleagues (N=681)
  56. 56. Ice usage on beer - in dating Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink beer with the people Total 45% 18% 14% 7% 4% 13% Male 44% 20% 15% 6% 3% 13% Female 46% 16% 13% 8% 4% 13% 18-24 44% 12% 18% 6% 3% 17% 25-29 45% 19% 13% 8% 4% 11% 30-39 46% 21% 11% 6% 3% 12% South area 53% 15% 12% 7% 2% 11% North area 36% 21% 16% 7% 5% 15% Those who live in North area tend not to use ice. Q. How do you drink beer with the people below? - When you are on dating (N=681)
  57. 57. Ice usage on beer - on party Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink beer with the people Total 56% 21% 12% 7% 2% 2% Male 56% 22% 12% 7% 2% 1% Female 56% 20% 13% 6% 3% 2% 18-24 58% 22% 13% 5% 2% 0% 25-29 52% 21% 14% 8% 1% 3% 30-39 57% 21% 11% 6% 4% 1% South area 65% 18% 8% 6% 2% 1% North area 46% 25% 17% 7% 3% 2% Those who live in North area tend not to use ice. Q. How do you drink beer with the people below? - When you are on party (N=681)
  58. 58. Ice usage on beer - hot weather Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink beer under the condition Total 73% 11% 8% 4% 2% 2% Male 73% 11% 8% 6% 1% 1% Female 73% 11% 8% 3% 2% 3% 18-24 72% 11% 8% 4% 2% 3% 25-29 73% 12% 10% 3% 1% 1% 30-39 74% 10% 6% 6% 3% 2% South area 76% 10% 6% 3% 1% 3% North area 71% 12% 9% 6% 3% 0% When it comes to the usage of ice, through all categories, there is few difference when it is hot. Q. How do you drink beer under the condition? - When it is hot (N=681)
  59. 59. Ice usage on beer - cold weather Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink beer under the condition Total 31% 19% 18% 14% 11% 6% Male 33% 20% 19% 14% 10% 3% Female 30% 19% 17% 13% 12% 9% 18-24 28% 21% 13% 18% 11% 9% 25-29 32% 21% 20% 14% 9% 4% 30-39 33% 17% 21% 9% 14% 6% South area 38% 21% 15% 11% 7% 7% North area 24% 18% 21% 16% 16% 5% Those who live in North area are much less likely to use ice when the temperature is low. Q. How do you drink beer under the condition? - When it is cold (N=681)
  60. 60. Ice usage on beer - when beer is lukewarm Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink such a beer Total 65% 18% 9% 5% 2% 1% Male 68% 16% 8% 5% 1% 1% Female 63% 19% 9% 5% 2% 1% 18-24 64% 17% 10% 6% 1% 1% 25-29 65% 20% 8% 4% 1% 1% 30-39 66% 17% 8% 5% 3% 0% South area 72% 15% 7% 4% 2% 1% North area 58% 21% 11% 7% 2% 0% Those who live in South area use ice more regardless the temperature of the beer. Q. How do you drink beer when the beer is cold / not? - When beer is not cold (N=682)
  61. 61. Ice usage on beer - when beer is cold Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice Never drink such a beer Total 30% 18% 20% 14% 15% 2% Male 30% 17% 21% 16% 14% 2% Female 29% 20% 19% 13% 16% 3% 18-24 26% 21% 21% 16% 13% 4% 25-29 30% 19% 23% 12% 15% 1% 30-39 33% 15% 16% 16% 16% 3% South area 39% 18% 16% 14% 11% 3% North area 20% 19% 24% 15% 19% 2% Those who live in South area use ice more regardless the temperature of the beer. Q. How do you drink beer when the beer is cold / not? - When beer is already cold (N=681)
  62. 62. AUDIENCE PROFILE
  63. 63. Respondent profile (N=682) Male, 45% Female, 55% Gender 18-24, 32% 24-29, 34% 30-39, 34% Age HCM, 45% Hanoi, 40% Others, 15% City 24% 37% 39% <= 10M 10-20M > 20M Household income South area, 52% North area, 48% Area
  64. 64. Q&Me – About Online Market Research Services
  65. 65. 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
  66. 66. 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. 400,000 members as of Nov, 2018 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
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  68. 68. 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.
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