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Fish Sauce Usage In Vietnam

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66% of respondents feel skeptical about the quality of the fish sauce brand they are using

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Fish Sauce Usage In Vietnam

  1. 1. STUDY ABOUT FISH SAUCE USAGE IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com) November, 2016
  2. 2. 1 SCOPE OF WORK  This survey was conducted to study about consumer behavior toward fish sauce usage in Vietnam  Methodology: Online survey  Fieldwork time: 4 days (28/10/2016 to 31/10/2016)  Sample size: N = 1093 • Female • Go to market/super market as last once/week • Decision maker  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • Nam Ngư and Chin Su are used the most across Vietnam • Vietnamese are using traditional fish sauce the most • Overall, 66% of respondents feel skeptical about the fish sauce brand they are using, while 5% have no trust at all • A majority of respondents (69%) are afraid of arsenic in fish sauce • People are aware of fish sauce problem through TV, online and traditional newspaper the most • People trust information from TV the most & their shopping place the least • Almost all respondents verified information on fish sauce issues, and TV is the most common channel used • 64% of respondents will use less fish sauce, 20% stop using completely, and 7% switch to another type of fish sauce due to the fish sauce issues • Most respondents across Vietnam thinks traditional fish sauce is better • Nam Ngư, Chin Su, Thái Long and Đê Nhất are recognized as industrial fish sauce the most • Both industrial and traditional fish sauce users recognize Nam Ngư, Chin Su, Thái Long and Đệ Nhất as industrially- made fish sauce • Phú Quốc, Cát Hải and 584 Nha Trang are recognized as traditional fish sauce the most • Both traditional fish sauce and industrial fish sauce users choose Phú Quốc, Cát Hải and 584 Nha Trang are traditionally-made fish sauce brands • 66% of respondents intend to switch to traditional fish sauce • 55% of respondents think that non-arsenic-contained fish sauce will be good for consumers’ health • 42% are willing to buy fish sauce brand that is advertised as non-arsenic • 42% traditional and 45% industrial fish sauce users intend to use product that contains no arsenic
  4. 4. 3 N = 1093 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 8% 2% 5% 6% 6% 10% 12% 52% Others Job seeker/Retired Housewife Self-employed Factory Worker Engineer/Doctor/Teacher Student Officer 3% 6% 27% 29% 35% Over 40 36~40 30~35 27~29 23~26 22% 39% 39% Khác Hà Nội Hồ Chí Minh 100%Female
  5. 5. 4 Nam Ngư and Chin Su are used the most across Vietnam Which brand of fish sauce are you using the most? N = 1093 N = 426 N = 428 N = 239 8% 2% 2% 2% 2% 4% 4% 10% 10% 19% 37% Others 584 Nha Trang Hạnh Phúc Hưng Thịnh Liên Thành Cát Hải Đệ Nhất Phú Quốc Thái Long Chin Su Nam Ngư Total 7% 2% 2% 0% 0% 5% 5% 7% 18% 21% 33% Hà Nội 9% 2% 3% 4% 5% 2% 5% 11% 5% 15% 38% Hồ Chí Minh 5% 1% 0% 1% 0% 5% 3% 12% 5% 24% 44% Others Hanoians prefer Thái Long fish sauce, while Saigoneses and people from other cities use Phú Quốc more
  6. 6. 5 Vietnamese are using traditional fish sauce the most What is the type of the fish sauce brand you are using? (Traditionally-made or industrially-made) N = 1093 N = 426 N = 428 N = 239 8% 9% 6% 8% 55% 54% 58% 53% 37% 37% 36% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Hà Nội Hồ Chí Minh Others Industrial fish sauce Traditional fish sauce I can't distinguish
  7. 7. 6 Overall, 66% feel skeptical about the fish sauce brand they are using, while 5% have no trust at all How do trust the fish sauce brand you are using? N = 1093 N = 426 N = 428 N = 239 Hanoians are more skeptical than Saigoneses Traditional fish sauce users trust their brand more than industrial fish sauce users 5% 7% 3% 6% 66% 76% 56% 67% 29% 17% 42% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Hà Nội Hồ Chí Minh Others Completely trustworthy A little skeptical Completely untrustworthy 5% 2% 7% 22% 66% 61% 75% 63% 29% 37% 18% 16% Total Traditional Industrial I can't distinguish What is the type of the fish sauce brand you are using? N = 603 N = 407 N = 83N = 1093
  8. 8. 7 A majority of respondents (69%) are afraid of arsenic in fish sauce What make you skeptical about the fish sauce brand you are using? N = 781 N = 357 N = 249 N = 175 In Ha Noi, people mostly care of the arsenic in fish sauce, while in Ho Chi Minh, fish sauce not made from fish scared people significantly 1% 23% 26% 34% 43% 69% Others Fish-sauce has insufficient protein Fish-sauce production hygiene is bad Fish-sauce is not made from fish Fish-sauce made from chemicals Fish-sauce contains arsen Total 0% 13% 23% 26% 39% 77% Hà Nội 2% 39% 31% 44% 49% 53% Hồ Chí Minh 3% 21% 26% 35% 43% 78% Others
  9. 9. 8 A majority of respondents (69%) are afraid of arsenic in fish sauce What make you skeptical about the fish sauce brand you are using? N = 781 N = 377 N = 334 Traditional fish sauce users care more about arsenic level in fish sauce 1% 23% 26% 34% 43% 69% Others Fish-sauce has insufficient protein Fish-sauce production hygiene is bad Fish-sauce is not made from fish Fish-sauce made from chemicals Fish-sauce contains asen Total 1% 15% 16% 18% 29% 72% Traditional fish sauce 1% 34% 31% 51% 57% 67% Industrial fish sauce 4% 14% 56% 39% 53% 66% I can’t distinguish N = 70
  10. 10. 9 0% 4% 17% 26% 26% 30% 41% 43% 50% Others From my frequent shopping place (market, apartment store, super market) From friends/relatives From Vinatas From online forums From Facebook From traditional newspaper From online newspaper From TV Total 0% 4% 15% 22% 24% 27% 42% 42% 41% Hà Nội 1% 6% 19% 29% 33% 37% 46% 46% 54% Hồ Chí Minh 0% 3% 17% 30% 23% 28% 33% 39% 61% Others People are aware of fish sauce problem through TV, online and traditional newspaper the most From which source do you get information on fish sauce problems? N = 781 N = 357 N = 249 N = 175
  11. 11. 10 People trust information from TV the most & their shopping place the least In which source do you trust the most? N = 781 N = 357 N = 249 N = 175 0% 0% 1% 7% 7% 15% 18% 20% 32% Others From my frequent shopping place (market, apartment store, super market) From friends/relatives From online forums From Facebook From traditional newspaper From Vinatas From online newspaper From TV Total 0% 1% 1% 7% 6% 19% 19% 22% 25% Hà Nội 0% 0% 2% 6% 9% 12% 16% 19% 36% Hồ Chí Minh 0% 0% 0% 7% 6% 10% 20% 16% 40% Others
  12. 12. 11 Almost all respondents verified information on fish sauce issues, and TV is the most common channel used Do you verify the information on fish sauce issues? If you do, then through which channel/source? Outside Ha Noi and Ho Chi Minh, information verification mostly comes from friends and relatives, and the rate of complete trust is also higher here N = 781 N = 357 N = 249 N = 175 1% 10% 14% 16% 17% 18% 23% No, I think the information is reasonable and correct Yes, from Facebook Yes, from Vinatas Yes, from online newspaper/forums Yes, from friends/relatives Yes, from traditional newspaper/magazines Yes, from TV Total 1% 12% 13% 16% 13% 20% 25% Hà Nội 1% 9% 14% 19% 15% 16% 25% Hồ Chí Minh 3% 6% 16% 12% 29% 18% 16% Others
  13. 13. 12 64% of respondents will use less fish sauce, 20% stop using completely, and 7% switch to another type of fish sauce due to the fish sauce issues What is your intention towards the type of fish sauce you are using after knowing the fish sauce issues? 7% 8% 7% 5% 20% 23% 19% 14% 64% 61% 61% 76% 9% 9% 13% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Hà Nội Hồ Chí Minh Others Still use normally Still use, but less than now Stop using completely Change to the other type of fish sauce N = 781 N = 357 N = 249 N = 175
  14. 14. 13 64% of respondents will use less fish sauce, 20% stop using completely, and 7% switch to another type of fish sauce What is your intention towards the type of fish sauce you are using after knowing the fish sauce issues? What is the type of the fish sauce brand you are using? N = 781 N = 377 N = 334 N = 70 7% 5% 7% 17% 20% 22% 19% 11% 64% 63% 66% 63% 9% 11% 8% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Traditional Industrial I can't distinguish Still use normally Still use, but less than now Stop using completely Change to the other type of fish sauce
  15. 15. 14 Which type of fish sauce do you think is better? Both traditional and industrial fish sauce users think traditional fish sauce is better What is the type of the fish sauce brand you are using? 4% 5% 2% 5% 17% 17% 21% 12% 79% 79% 76% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Hà Nội Hồ Chí Minh Others Traditional fish sauce (made only from fish, salt, and water) Industrial fish sauce (made only from water, salt, fish essence, fish flavor, and other additives) I don't know/I have no opinion 4% 1% 4% 24%17% 16% 21% 10% 79% 83% 75% 66% Total Traditional Industrial I can't distinguish Most respondents across Vietnam thinks traditional fish sauce is better N = 781 N = 357 N = 249 N = 175 N = 781 N = 377 N = 334 N = 70
  16. 16. 15 Which brands are industrial fish sauce brand? 25% living in non-urban area can’t distinguish industrial fish sauce brand Nam Ngư, Chin Su, Thái Long and Đê Nhất are recognized as industrial fish sauce the most 18% 3% 3% 4% 4% 5% 7% 7% 8% 13% 17% 17% 30% 32% 41% 43% I can't distinguish 584 Nha Trang Cát Hải Phú Quốc Hạnh Phúc Liên Thành Hồng Hạnh Thuận Phát Hưng Thịnh Long Đình Ông Tây Kabin Đệ Nhất Thái Long Chin Su Nam Ngư Total 16% 3% 2% 4% 5% 5% 7% 7% 10% 14% 19% 15% 27% 35% 39% 39% Hà Nội 16% 3% 5% 3% 3% 6% 7% 7% 6% 13% 13% 19% 32% 30% 49% 51% Hồ Chí Minh 25% 4% 3% 3% 4% 4% 7% 6% 6% 13% 21% 17% 33% 31% 33% 36% Others N = 1093 N = 426 N = 428 N = 239
  17. 17. 16 Which brands are industrial fish sauce brand? Industrial fish sauce users identify industrially fish sauce brand better than industrial fish sauce users What is the type of the fish sauce brand you are using? Both industrial and traditional fish sauce users recognize Nam Ngư, Chin Su, Thái Long and Đệ Nhất as industrially-made fish sauce 18% 3% 3% 4% 4% 5% 7% 7% 8% 13% 17% 17% 30% 32% 41% 43% I can’t distinguish 584 Nha Trang Cát Hải Phú Quốc Hạnh Phúc Liên Thành Hồng Hạnh Thuận Phát Hưng Thịnh Long Đình Ông Tây Kabin Đệ Nhất Thái Long Chin Su Nam Ngư Total 8% 2% 3% 3% 4% 6% 6% 7% 6% 13% 18% 19% 28% 29% 39% 41% Traditional fish sauce 22% 5% 4% 5% 5% 5% 8% 8% 11% 15% 19% 17% 37% 42% 51% 53% Industrial fish sauce 71% 2% 2% 4% 2% 4% 2% 2% 4% 6% 2% 6% 8% 4% 13% 12% I can’t distinguish N = 1093 N = 603 N = 407 N = 83
  18. 18. 17 Which brands are industrial fish sauce brand? Phú Quốc, Cát Hải and 584 Nha Trang are recognized as traditional fish sauce made the most N = 1093 N = 426 N = 428 N = 239 17% 2% 2% 4% 7% 8% 10% 12% 12% 12% 12% 13% 14% 20% 20% 35% I can't distinguish Kabin Ông Tây Long Đình Đệ Nhất Hưng Thịnh Thái Long Chin Su Hồng Hạnh Thuận Phát Liên Thành Hạnh Phúc Nam Ngư 584 Nha Trang Cát Hải Phú Quốc Total 16% 2% 2% 4% 12% 5% 14% 14% 11% 14% 11% 12% 11% 15% 20% 29% Hà Nội 16% 2% 4% 4% 3% 14% 9% 8% 17% 14% 19% 18% 12% 22% 18% 40% Hồ Chí Minh 21% 2% 1% 3% 5% 4% 3% 15% 5% 5% 5% 6% 23% 23% 24% 38% Others
  19. 19. 18 Which brands are industrial fish sauce brand? What is the type of the fish sauce brand you are using? (Traditionally-made or industrially-made) Both traditional fish sauce and industrial fish sauce users choose Phú Quốc, Cát Hải and 584 Nha Trang are traditional made fish sauce brands N = 1093 N = 603 N = 407 N = 83 17% 2% 2% 4% 7% 8% 10% 12% 12% 12% 12% 13% 14% 20% 20% 35% I can’t distinguish Kabin Ông Tây Long Đình Đệ Nhất Hưng Thịnh Thái Long Chin Su Hồng Hạnh Thuận Phát Liên Thành Hạnh Phúc Nam Ngư 584 Nha Trang Cát Hải Phú Quốc Total 4% 2% 2% 4% 9% 8% 15% 17% 11% 10% 14% 13% 23% 21% 18% 35% Traditional fish sauce 24% 2% 3% 3% 5% 9% 3% 6% 15% 17% 12% 14% 3% 21% 26% 41% Industrial fish sauce 71% 0% 4% 1% 6% 4% 2% 4% 4% 5% 4% 5% 4% 5% 4% 7% I can’t distinguish
  20. 20. 19 What is your usage intention towards industrial fish sauce? 66% of respondents intend to switch to traditional fish sauce 34% 27% 32% 47% 66% 73% 68% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Hà Nội Hồ Chí Minh Others I will switch to traditional fish sauce I will still use industrial fish sauce normally N = 490* N = 197 N = 113N = 180 * The total number is less than original because this question just ask for those who are using industrial fish sauce
  21. 21. 20 What is your usage intention towards industrial fish sauce? What is the type of the fish sauce brand you are using? (Traditionally-made or industrially-made) 66% of respondents intend to switch to traditional fish sauce 34% 36% 23% 66% 64% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Industrial fish sauce I don't know I will switch to traditional fish sauce I will still use industrial fish sauce normally N = 490* N = 407 N = 83 * The total number is less than original because this question just ask for those who are using industrial fish sauce
  22. 22. 21 If there were a fish sauce brand that advertise their product contain no arsen, what do you think? 55% of respondents think that non-arsenic-contained fish sauce will be good for consumers’ health 25% 26% 22% 30% 20% 21% 17% 24% 55% 53% 62% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Hà Nội Hồ Chí Minh Others Good product, good for consumers' health I have no opinion Just an advertisement, nothing different from other products N = 1093 N = 426 N = 428 N = 239
  23. 23. 22 If there were a fish sauce brand that advertise their product contain no arsen, what do you think? What is the type of the fish sauce brand you are using? (Traditionally-made or industrially-made) 55% of respondents think that non-arsenic-contained fish sauce will be good for consumers’ health N = 1093 N = 603 N = 407 N = 83 25% 19% 32% 39% 20% 19% 20% 29% 55% 62% 48% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Traditional fish sauce Industrial fish sauce I can't distinguish Good product, good for consumers' health I have no opinion Just an advertisement, nothing different from other products
  24. 24. 23 What is your usage intention towards a brand of fish sauce that contains no arsen? 42% are willing to buy fish sauce brand that is advertised as non-arsenic 42% 39% 50% 33% 52% 53% 45% 60% 6% 8% 5% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Hà Nội Hồ Chí Minh Others Will not use this product May or may not use this product Will use this product N = 1093 N = 426 N = 428 N = 239
  25. 25. 24 What is your usage intention towards a brand of fish sauce that contains no arsen? What is the type of the fish sauce brand you are using? (Traditionally-made or industrially-made) 42% traditional and 45% industrial fish sauce users intend to use product that contains no arsenic N = 1093 N = 603 N = 407 N = 83 42% 42% 45% 24% 52% 53% 46% 66% 6% 5% 8% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Traditional fish sauce Industrial fish sauce I can't distinguish Will not use this product May or may not use this product Will use this product
  26. 26. 25 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.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  27. 27. 26 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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