1.
Q&Me is online market research provided by Asia Plus Inc.
Milk with Sugar? - Vietnamese milk drink behavior
Asia Plus Inc.

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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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19.
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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.
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21.
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22.
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