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Chewing gum usage in Vietnam

The battle between Lotte Xylotol and Double Mint.

Find more at:
http://www.di-onlinesurvey.com/

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Chewing gum usage in Vietnam

  1. 1. STUDY ABOUT CHEWING GUM USAGE OF VIETNAMESE BY DI-MARKETING (http://www.di-onlinesurvey.com/) August, 2015
  2. 2. 1 SCOPE OF WORK  Survey was conducted to study about usage and behavior of Vietnamese toward chewing gum.  Methodology: Online survey  Fieldwork time: 3 days (07/08/2015 to 09/08/2015)  Sample size: N = 882  Gender: Male/Female  Geography: 5 key cities • Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho
  3. 3. 2 KEY FINDINGS • A half use chewing gum 1-3 times/day • Majority use chewing gum for fresh breath (76%), refresh themselves (59%) and dental cleaning (58%) • Lotte Xylitol (81%) is the most well-known brand in Vietnam • TV commercials is the most effective marketing channel • Doublemint and Lotte Xylitol are leaders of the industry • Fresh breath (63%), good taste (60%) and affordable price (51%) are 3 key factors to choose a brand • Surprisingly, 63% buy chewing gum from oversea • More than 1/3 spend $0.5 - $1/time buying chewing gum
  4. 4. 3 DEMOGRAPHIC INFORMATION 4% 47% 26% 23% Under 18 18-25 26-30 Over 30 Age 32% 68% Male Female Gender 36% 24% 40% Other Ha Noi Ho Chi Minh Place 6% 4% 4% 5% 9% 11% 30% 31% Others Housewife Job seeker/Retired Factory Worker Self-employed Engineer/Doctor/Teacher Student Officer Occupation N= 882
  5. 5. 4 CHEWING GUM USAGE INCIDENCE Within last month, which of the following do you often use? N= 882 10% 28% 33% 35% 49% 50% 51% 53% 59% 65% 73% 89% 93% Other Seaweed Kit kat Jelly beans Yogurt Rice cakes French fries Chocolate Snack Ice cream Milk Chewing gum Sweet Total 8% 34% 34% 29% 53% 38% 50% 58% 60% 66% 70% 91% 94% Ho Chi Minh 13% 27% 34% 42% 42% 61% 55% 48% 58% 61% 71% 87% 90% Ha Noi 10% 23% 31% 37% 50% 56% 50% 50% 57% 66% 79% 89% 93% Other
  6. 6. 5 A HALF USE CHEWING GUM 1-3 TIMES/DAY How frequent do you use chewing gum? Under 18 seldom use chewing gum, while over 30 group uses more often than others 10% 10% 13% 6% 8% 10% 29% 10% 7% 9% 8% 10% 8% 9% 5% 17% 10% 17% 18% 16% 24% 19% 23% 28% 25% 25% 16% 23% 26% 28% 6% 6% 6% 6% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 More than 3 times/day 1-3 times/day Once/day 2-3 days/once 4-5 days/once Once/week More than a week/once N = 788
  7. 7. 6 MAJORITY USE CHEWING GUM FOR FRESH BREATH (76%), REFRESH (59%) AND DENTAL CLEANING (58%) In what purpose do you use chewing gum for? N = 788 4% 5% 10% 21% 25% 32% 34% 35% 46% 58% 59% 76% Other To quit smoking To loose weight I like blowing bubble gum This is my habit Prevent tooth decay Whiten teeth Reduce stress Help me stay awake Dental cleanning Refresh myself Fresh breath Total 10% 0% 6% 35% 26% 26% 32% 39% 61% 55% 58% 71% Under 18 2% 3% 7% 18% 23% 30% 35% 34% 48% 57% 60% 76% 18-25 3% 6% 9% 21% 20% 31% 28% 35% 43% 55% 56% 76% 26-30 6% 11% 17% 25% 38% 40% 41% 39% 41% 64% 60% 77% Over 30 Under 18 group uses chewing gum for the purpose of staying awake
  8. 8. 7 LOTTE XYLITOL , DOUBLEMINT AND COOL AIR ARE THE MOST WELL-KNOWN BRANDS Which of the following brands do you know? N = 788 4% 12% 19% 34% 61% 63% 75% 80% 81% 81% Other Jucia Trident Juicy Fruit Big Babol Happydent White Extra Cool Air Doublemint Lotte Xylitol Total 3% 9% 21% 31% 60% 63% 73% 82% 86% 78% Ho Chi Minh 6% 21% 24% 37% 65% 61% 76% 77% 78% 83% Ha Noi 4% 10% 12% 34% 61% 65% 76% 79% 77% 83% Other
  9. 9. 8 EXTRA AND BIG BABOL IS MORE POPULAR TO PEOPLE UNDER 18 Which of the following brands do you know? 4% 12% 19% 34% 61% 63% 75% 80% 81% 81% Other Jucia Trident Juicy Fruit Big Babol Happydent White Extra Cool Air Doublemint Lotte Xylitol Total 6% 6% 10% 26% 77% 29% 90% 87% 77% 84% Under 18 3% 9% 14% 31% 62% 59% 75% 76% 79% 81% 18-25 2% 11% 17% 33% 57% 69% 75% 82% 79% 81% 26-30 10% 22% 33% 42% 62% 72% 73% 85% 86% 82% Over 30 N = 788
  10. 10. 9 TV COMMERCIALS IS THE MOST EFFECTIVE MARKETING CHANNEL How do you know these brands? 45% 21% 21% 28% 31% 32% 35% 42% 44% 45% 77% Others Introduction from salesman Facebook ads Outdoor ads Gift from promotion program Online Ads (web, forums …) Friends/family suggestion I saw other use this brand Ads on newspaper/magazine See the brands at stores TV commercials Total 61% 13% 23% 32% 16% 35% 45% 55% 45% 48% 87% Under 18 43% 19% 19% 25% 27% 30% 32% 42% 42% 44% 79% 18-25 43% 20% 16% 29% 33% 30% 31% 41% 43% 44% 71% 26-30 47% 30% 34% 33% 38% 36% 44% 43% 49% 46% 78% Over 30 N = 788
  11. 11. 10 DOUBLEMINT AND LOTTE XYLITOL ARE THE LEADERS OF CHEWING GUM MARKET 0% 0% 1% 1% 4% 6% 10% 24% 26% 27% Other Jucia Trident Juicy Fruit Big Babol Happydent White Extra Cool Air Lotte Xylitol Doublemint Total 0% 0% 0% 0% 16% 0% 10% 19% 23% 32% Under 18 0% 0% 2% 1% 4% 4% 10% 24% 29% 26% 18-25 0% 0% 0% 1% 3% 9% 11% 24% 26% 25% 26-30 1% 1% 1% 3% 4% 9% 9% 24% 19% 28% Over 30 N = 788 Which of the following brands do you use the most? Big Babol is preferred the most by under 18 group
  12. 12. 11 DOUBLEMINT, LOTTE XYLITOL AND COOL AIR ARE DOMINANT THE MARKET ACROSS COUNTRY Which of the following brands do you use the most? 0% 0% 1% 1% 4% 6% 10% 24% 26% 27% Other Jucia Trident Juicy Fruit Big Babol Happydent White Extra Cool Air Lotte Xylitol Doublemint Total 0% 0% 1% 1% 2% 5% 8% 25% 25% 32% Ho Chi Minh 0% 1% 3% 2% 8% 9% 12% 22% 25% 19% Ha Noi 0% 0% 1% 1% 4% 6% 10% 24% 28% 26% Other N = 788 Doublemint is consumed less in Hanoi
  13. 13. 12 DOUBLEMINT, LOTTE XYLITOL AND COOL AIR OWN HIGHEST BRAND AWARENESS AS WELL AS BRAND SHARE Which of the following brands do you know? Which of the following brands do you use the most? 81% 81% 80% 75% 63% 61% 34% 19% 12% 4% 27% 26% 24% 10% 6% 4% 1% 1% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Doublemint Lotte Xylitol Cool Air Extra Happydent White Big Babol Juicy Fruit Trident Jucia Other N=788 Brand awareness Usage
  14. 14. 13 SEPERATELY, THERE ARE TWO GROUPS OF BRANDS WHICH ARE COMPETING IN THE MARKET Doublemint Lotte Xylitol Cool Air Extra Happydent White Big Babol N=788 Awareness Usage Which of the following brands do you know? Which of the following brands do you use the most? Low Low High High
  15. 15. 14 FRESH BREATH, TASTE AND PRICE ARE 3 KEY FACTORS TO CHOOSE A BRAND Why do you choose the chewing gum brand that you are using ? 3% 12% 17% 23% 25% 28% 34% 41% 44% 45% 46% 51% 60% 63% Others Frequent sale promotions Friends suggestion Variety of products Nice package Prevent tooth decay Keep me stay awake Dental cleanning Help to refresh myself Good distribution Trusted Brand Affordable Price Good taste Fresh breath Total 3% 11% 19% 19% 28% 20% 33% 32% 40% 48% 53% 50% 59% 60% Doublemint 3% 11% 18% 28% 29% 40% 28% 48% 32% 37% 47% 46% 66% 66% Lotte Xylitol 2% 9% 13% 18% 13% 18% 41% 37% 55% 52% 40% 59% 48% 63% Cool Air 3% 17% 18% 27% 29% 37% 38% 53% 58% 44% 47% 47% 73% 69% Extra N = 788 Extra is highly appreciated for its good taste, Cool Air is chosen because it creates refresh feeling, while Lotte Xylitol highly evaluated for dental cleaning
  16. 16. 15 0% 0% 0% 0% 0% 1% 15% 13% 14% 19% 12% 18% 60% 61% 60% 59% 56% 59% 25% 26% 25% 22% 32% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Doublemint Lotte Xylitol Cool Air Extra Other N=788 Very satisfied Satisfied Neutral Not satisfied Not satisfied at all How do you feel with your current chewing gum brand? 85% ARE SATISFIED WITH THE BRAND THAT THEY ARE USING Extra has highest ratio of top box consumers’ satisfaction comparing with other brands
  17. 17. 16 ONLY 13% CONSUMERS ARE LOYAL WITH THEIR BRAND What is your usage intention toward your current brand? 1% 0% 0% 1% 0% 3% 13% 19% 9% 15% 12% 9% 34% 25% 34% 47% 37% 27% 39% 44% 44% 30% 36% 39% 13% 12% 13% 8% 15% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Doublemint Lotte Xylitol Cool Air Extra Other N=788 This is the only brand I use I will prioritize this brand I continue to use but still try others I will use this brand along with other I will change to another brand
  18. 18. 17 How do you feel with your current chewing gum brand? What is your usage intention toward your current brand? EXTRA IS DOING WELL WITH HIGHEST CONSUMERS’ LOYALTY AND SATISFACTION COMPARING WITH OTHER PLAYERS Doublemint Lotte Xylitol Cool Air Extra N=788 Loyalty Satisfaction High HighLow Low
  19. 19. 18 Will you introduce the brands you are using to others? MAJORITY WILL INTRODUCE THEIR CURRENT BRAND TO OTHERS 1% 1% 1% 2% 0% 2% 24% 24% 20% 30% 19% 24% 47% 49% 47% 45% 51% 43% 28% 27% 31% 23% 29% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Doublemint Lotte Xylitol Cool Air Extra Other N=788 Definitely I will Neutral I won't Definitely not
  20. 20. 19 When do you often use chewing gum? MAJORITY JUST USE CHEWING GUM WHEN THEY WANT 56% 58% 56% 56% 49% 58% 51% 47% 50% 55% 51% 51% 44% 42% 48% 35% 55% 49% 40% 41% 32% 42% 54% 43% 29% 29% 25% 28% 33% 31% 15% 17% 7% 9% 24% 30% 2% 2% 1% 3% 3% 2% 0% 10% 20% 30% 40% 50% 60% 70% Total Doublemint Lotte Xylitol Cool Air Extra Other N=788 Anytime I want When there is bad smell When I feel tired After using meals When I feel depressed Before dating/ meeting When I do sport Other
  21. 21. 20 32% Fresh breath 20% Cool/ Make me stay awake 8% Tasty 6% Mint flavor 6% Good quality 4% Trustworthy 4% Good price 30% Fresh breath 18% Cool/ Make me stay awake 8% Good quality 7% Tasty 7% Dental cleaning 5% Dental whitening 35% Cool/ Make me stay awake 30% Fresh breath 6% Help me more focus 5% Good price 5% Good quality 4% “Cool Air” 4% Dental cleanning When mentioning your current chewing gum brand, what will you initially come up with? N= 788 FRESH BREATH AND COOL ARE 2 MOST FREQUENT FACTORS TO WIN THE MARKET 18% Fresh breath 17% Cool/ Make me stay awake 15% Good quality 8% Dental whitening 8% “Extra” 6% Tasty 5% Help me more focus
  22. 22. 21 1/3 BUY CHEWING GUM 1-3 TIMES/WEEK How often do you buy chewing gum? 11% 10% 12% 9% 11% 14% 10% 17% 11% 10% 13% 16% 12% 12% 17% 17% 16% 18% 16% 16% 32% 35% 27% 38% 36% 13% 13% 13% 14% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 N=788 More than 3 times/week 1-3 times/week Once/week 2-3 weeks/once 1 month/once More than 1 month/once People over 25 tend to buy chewing gum more regular than other aged groups
  23. 23. 22 MAJORITY PEOPLE BUY CHEWING GUM AT SUPERMARKET (71%) Surprisingly, lots of Vietnamese ask friend and relatives to buy chewing gum from overseas for them because they are afraid of fake or poor quality products 71% 64% 82% 71% 72% 64%63% 63% 60% 67% 69% 59% 48% 49% 46% 49% 50% 44% 19% 23% 13% 19% 23% 22% 13% 13% 12% 11% 21% 16%16% 4% 18% 8% 10%12% 12% 14% 6% 10% 16% 11% 16% 6% 14% 8% 11% 2% 1% 1% 2% 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total Doublemint Lotte Xylitol Cool Air Extra Other N=788 Supermarket Ask friends to buy from overseas Convenient store Markets Pharmacies (not chain) Buy from street vendor Beauty and pharmacy chain Buy from cigarette street vendor Others Where do you buy chewing gum?
  24. 24. 23 How much on average do you spend each time on buying chewing gum? MORE THAN 1/3 SPEND FROM $0.5 - $1 ON EACH TIME BUYING CHEWING GUM 16% 13% 17% 19% 21% 18% 20% 24% 16% 13% 22% 15% 14% 16% 9% 14% 8% 8% 9% 7% 9% 13% 7% 6% 11% 12% 11% 10% 5% 5% 4% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Ho Chi Minh Ha Noi Other N=788 I don't remember Over $ 2.3 Over $1.6 to $ 2.3 Over $1.4 to $1.6 Over $1.2 to $1.4 Over $1 to $1.2 Over $ 0.7 to $1 Over $0.5 to $0.7 Below $0.5
  25. 25. 24 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
  26. 26. 25 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
  27. 27. 26
  • SeyedMortezaHassani

    Dec. 9, 2016
  • NguyenLinh144

    May. 25, 2016

The battle between Lotte Xylotol and Double Mint. Find more at: http://www.di-onlinesurvey.com/

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