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[Survey] Milk with sugar? - Vietnam milk drink behavior

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Milk is one of the food / beverage that Vietnamese take on the daily basis and it is part of the sources to keep them healthy.

Vietnam, as well as the other South East Asia, are unique in a way that people enjoy milk with sugar.

This survey was made in order to find out the consumer behaviors of drinking milk as well as clarifying the difference of those who drink / do not drink milk with sugar

The respondent is nearly 500 Vietnamese among 18-30 years old who drink milk once / month and more.

Published in: Marketing
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[Survey] Milk with sugar? - Vietnam milk drink behavior

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Milk with Sugar? - Vietnamese milk drink behavior Asia Plus Inc.
  2. 2. Survey objective Milk is one of the food / beverage that Vietnamese take on the daily basis and it is part of the sources to keep them healthy. Vietnam, as well as the other South East Asia, are unique in a way that people enjoy milk with sugar. This survey was made in order to find out the consumer behaviors of drinking milk as well as clarifying the difference of those who drink / do not drink milk with sugar The respondent is 500 Vietnamese among 18-30 years old who drink milk once / month and more.
  3. 3. Milk drinking timing 56% 33% 30% 30% 27% 15% 13% 12% 11% 66% 35% 35% 30% 31% 18% 16% 15% 12% 38% 30% 22% 30% 21% 10% 8% 8% 10% Total Frequent milk users Less frequent milk users High-frequent milk user have the custom of drinking it in the morning Q. When do you usually drink milk?
  4. 4. Preference of milk with sugar / without sugar 56% 25% 18% Milk with sugar Milk with low sugar Milk with non-sugar 56% likes milk with sugar, while 18% likes milk with non-sugar Q. Which of the following milks do you take mostly?
  5. 5. Preference of milk with sugar / without sugar (detail) 56% 66% 46% 64% 52% 45% 64% 61% 25% 20% 31% 23% 27% 29% 25% 22% 18% 14% 23% 13% 22% 26% 11% 18% Total Male Female 18-22 23-30 HCM Hanoi Others Milk with sugar Milk with low sugar Milk with non-sugar Higher ratio of drinking milk with sugar among male and youth. HCM has higher ratio of drinking milk with less/no sugar Q. Which of the following milks do you take mostly?
  6. 6. Reasons why you choose milk with sugar / without sugar 88% 34% 31% 25% 17% 11% 66% 15% 8% 5% 3% % Milk with sugar Reason Biggest reason Milk with sugar is taken because of the taste, while low sugar / non-sugar are taken for the better attention to the health Q. What are the reasons for your answer? / What is the most important reason? 83% 55% 41% 33% 31% 15% 60% 20% 5% 7% 3% % Milk with low / non-sugar Reason Biggest reason
  7. 7. Image for milk with/without sugar 81% 98% 59% 18% 1% 40% Total Sugar milk user Less / non - sugar milk user Better taste Sugar milk user Non-sugar milk Others Milk with sugar is federated with better taste, while non-sugar are with better for health / beauty. Idea for nutrition has the mixed ideas. Q. Which one do you think is more applicable to the following keyword? 17% 26% 5% 80% 70% 93% Total Sugar milk user Less / non - sugar milk user Better for health Sugar milk user Non-sugar milk Others 13% 19% 6% 79% 73% 88% Total Sugar milk user Less / non - sugar milk user Better for beauty Sugar milk user Non-sugar milk Others 52% 65% 35% 32% 17% 52% Total Sugar milk user Less / non - sugar milk user Better nutrition Sugar milk user Non-sugar milk Others
  8. 8. Locations to buy 72% 63% 39% 21% 15% 78% 51% 51% 39% 14% Supermarket Local grocery store Convenient store Milk store (Vinamilk, TH True Milk,…) Local market Sugar milk user Non-sugar milk user Supermarket is used the most. Those who drink less/non-sugar have higher ratio of using convenience stores and milk stores. Q. Where do you usually buy milk?
  9. 9. Brand preference 88% 66% 28% 23% 20% 10% 7% 6% 7% 68% 20% 3% 2% 3% 1% 1% 0% 2% Vinamilk TH milk Nutifood Mộc châu Nestle Long Thành Ba Vì Abbott Others In use In use the most Vinamilk has the dominant popularity, followed by TH milk Q. What brands are you currently using? / What brand do you use most often?
  10. 10. Brand preference (by sugar preference) Vinamilk TH milk Nutifood Mộc châu Nestle Ba Vì Long Thành Abbott Others Sugar users - in use 90% 61% 29% 26% 22% 9% 8% 6% 0% Non-sugar users - in use 85% 72% 27% 20% 18% 5% 13% 6% 0% Sugar users - in use the most 74% 13% 2% 2% 5% 1% 1% 0% 0% Non-sugar users - in use the most 60% 29% 3% 2% 1% % 1% 0% 0% Although Vinamilk is dominant in terms of the usage, those who drink less/non-sugar tend to like TH milk more. Q. What brands are you currently using? / What brand do you use most often?
  11. 11. Brand choice factor Product quality, brand, taste are biggest reasons. Non-sugar milk users pick up safety and health more. Q. What are the reasons you use this brand most often? 63% 63% 59% 35% 31% 27% 27% 23% 24% 19% 69% 59% 60% 40% 41% 44% 31% 34% 24% 29% Quality of product Brand Taste Reasonable price Safety Good for health Sweetness level Ingredients Wide availability High nutrition Sugar milk user Non-sugar milk user
  12. 12. Brand choice factor - Vinamilk vs TH milk TH milk is more associated with health image and sweetness level is preferred. Q. What are the reasons you use this brand most often? 69% 64% 58% 39% 35% 32% 25% 26% 27% 23% 65% 58% 65% 28% 42% 43% 41% 31% 17% 26% Quality of product Brand Taste Reasonable price Safety Good for health Sweetness level Ingredients Wide availability High nutrition Vinamilk TH milk
  13. 13. Brand preference (by sugar preference) Those who drink less / non-sugar prefers to choose TH milk, which could be federated with its health / safety image as well as the preferred sweetness. Q. What brands are you currently using? / What brand do you use most often?/ What are the reasons you use this brand most often? 69% 64% 58% 35% 32% 25% 65% 58% 65% 42% 43% 41% Quality of product Brand Taste Safety Good for health Sweetness level Brand purchase factors Vinamilk TH milk 90% 74% 61% 13% In use In use the most Sugar milk users Vinamilk TH milk 85% 60% 72% 29% In use In use the most Non-sugar milk users Vinamilk TH milk
  14. 14. Attention to the organic milk 24% 22% 27% 18% 28% 27% 22% 24% 33% 28% 38% 30% 34% 39% 36% 24% 20% 24% 17% 20% 21% 16% 20% 25% 13% 15% 11% 17% 10% 11% 11% 16% 2% 3% 1% 2% 1% 1% 3% 1% 8% 8% 7% 12% 5% 5% 8% 10% Total Male Female 18-22 23-30 HCM Hanoi Others 57% have the interests in organic milk. The number is higher for those who drink less / non sugar milk. Q. How much do you pay attention to organic milk? 21% 29% 30% 37% 22% 18% 15% 10%3% %10% 5% Sugar milk user Less /non- sugar milk user I don't know it Least attention Less attention Average Attentioned Highly attentioned
  15. 15. Summary • 56% likes milk with sugar, while 18% likes milk with non- sugar • Male or youth prefers to drink milk with sugar. HCM residents prefers to drink milk with non-sugar. • Milk with sugar popularity comes from the taste, while low sugar / non-sugar are taken for the better attention to the health • Product quality, brand, taste are biggest reasons to choose the brand. Non-sugar milk users considers safety and healthiness more. • Vinamilk is dominant in terms of the usage. On the other hand, those who drink less / non-sugar prefers to choose TH milk, which could be federated with its health / safety image as well as the preferred sweetness.
  16. 16. Respondent profile (N=465) Gender Male, 47% Female, 53% 18-22, 43% 23-30, 57% Age HCM, 30% Hanoi, 41% Others, 28% City Milk drinking frequency 42% 23% 21% 8% 6% 1% Everyday / Almost everyday 4-5 times / week 2-3 times / week Once / week 2-3 times / month Once / month
  17. 17. Q&Me – About Online Market Research Services
  18. 18. Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection 1/3 of the competitor pricing
  19. 19. 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. 330,000 members as of Mar, 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
  20. 20. Process for the quality assurance 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.
  21. 21. Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality 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. Our quality score by SSI Evaluation for our quality assurance
  22. 22. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3, HCM City, Vietnam Tel. +84 839 100 043

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