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Milk drinking behaviors in vietnam

The document presents a market research study on milk consumption behaviors in Vietnam, revealing that 60% of respondents aged 18-44 drink milk, primarily for health and nutrition reasons. It highlights that vinamilk is the most popular brand, and concerns about excessive milk consumption are prevalent among older age groups. Additionally, the timing for milk consumption is mostly during breakfast for younger participants, with effective information sources identified as health-related TV programs.

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Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. Milk drinking behaviors in Vietnam
Preface - Do you drink milk? 59% 61% 60% 41% 39% 40% Female Male All Yes No In our respondents from 18-44 years old, there are 60% of them who drinks milk products. We made the asking further to understand their drinking milk behaviors, brand preference, purchase factors. Q: Do you drink liquid milk in last 3 month? (non-flavored, flavored, soya, yoghurt drink)
Drinking frequency by milk types Q: In last 03 months, how often do you drink for each type of suitable milk? 7% 4% 4% 2% 11% 11% 2% 7% 16% 21% 11% 12% 5% 9% 18% 21% 11% 19% 16% 12% 11% 16% 18% 26% 23% 16% 19% 18%18% 5% 14% 2% Fresh milk (No flavour) Fresh milk (Has flavour) Soya milk Yogurt milk 10-19 5% 3% 3% 2% 12% 14% 6% 10% 23% 20% 18% 22% 10% 12% 11% 12% 10% 11% 18% 16% 11% 10% 14% 15% 13% 18% 19% 17% 17% 12% 10% 8% Fresh milk (No flavour) Fresh milk (Has flavour) Soya milk Yogurt milk 20-29 5% 3% 3% 2% 12% 14% 6% 10% 23% 20% 18% 22% 10% 12% 11% 12% 10% 11% 18% 16% 11% 10% 14% 15% 13% 18% 19% 17% 17% 12% 10% 8% Fresh milk (No flavour) Fresh milk (Has flavour) Soya milk Yogurt milk 30-39
Preference in sweetness 4% 39% 32% 26% 13% 39% 34% 14% 9% 27% 19% 44% Plain Light Sweetening Sweetening It depends 10-19 20-29 30-44 Sweetened milk are more popular among youth Q: Which of the following milks do you take mostly?
Reason for drinking milk products Health and nutrition are the two main reasons of drinking milk Q: Please choose reasons why you drink milk? (The data is from those who drink milk and soymilk respectively) 67% 47% 40% 37% 16% 11% 9% 9% 7% 4% 4% 0% 73% 36% 47% 29% 13% 29% 12% 5% 10% 1% 1% 0% 70% 36% 50% 30% 11% 18% 11% 9% 8% 2% 2% 1% 10-19 20-29 30-44
Reason for drinking milk products (for kids) In addition to the health and nutrition factor, “taste” importance got higher for kids Q: Why do your kid(s) drink fresh milk? 78% 50% 45% 10% 7% 5% 20% 2% 2% 70% 47% 36% 30% 24% 13% 11% 9% 6% 2% 1% For kids For self
Concerns on drinking too much milk 23% 27% 48% 65% 64% 48% 12% 9% 5% 10-19 20-29 30-44 Yes No Not sure Those who are in 30 and above are more concerned about drinking milk too much Q: Do you have any concerns/problems about drinking milk too much?
Concerns on drinking too much milk: Reasons 39% 39% 23% 23% 15% 8% 0% 0% 53% 15% 1% 36% 9% 5% 12% 7% 60% 3% 5% 45% 3% 5% 3% 0% Gain weight Get acnes / get my skins bad Lose weight Makes my stomach bad Get ulcer Others Get decoyed tooth Get anemia 10-19 20-29 30-44 Weight and stomach concerns. Teens have acne concerns by drinking too much Q: What are the concerns of drinking milk too much? (those who are concerned only)
Timing to take milk 49% 9% 9% 4% 2% 12% 23% 26% 16% 30% 48% 7% 11% 1% 9% 14% 23% 25% 21% 29% 36% 7% 12% 2% 8% 13% 21% 27% 25% 45% 10-19 20-29 30-44 During breakfast is the most common timing, while 30 and above tend to take milk when they get tired Q: When do you drink milk?
Information source TVCF Health program of televisio n Internet Product package Faceboo k Family / friends / relatives Store- front (POPs) Recom mendati on by the store staff Magazin e relate to health Newspa per relate to health Radio Store flyer I do not look for informati on about milk Others 10-19 51% 49% 35% 26% 25% 21% 18% 14% 11% 5% 4% 4% 2% 0% 20-29 50% 37% 37% 24% 18% 20% 15% 8% 17% 13% 3% 4% 4% 1% 30-44 55% 64% 21% 13% 3% 22% 16% 11% 14% 18% 3% 3% 0% 1% 10-19 20-29 30-44 TVCF and TV program (related with health) are effective information source Q: How you search information about milk?
Purchase factor Trusted brand Safe for health Origin of milk Quality of product Good for health Product is reasonabl e price High nutrition Ingredient s of milk Product is widely recomme ded Fresh taste of milk Sweet in milk Fat in milk 10-19 39% 39% 37% 28% 28% 25% 21% 19% 19% 14% 9% 5% 20-29 42% 36% 36% 34% 31% 20% 18% 15% 8% 16% 14% 11% 30-44 43% 29% 44% 44% 34% 27% 16% 16% 10% 3% 10% 10% 10-19 20-29 30-44 Elderly are concerned about more about quality and origin Q: Please choose the important factors when you purchase milk (up to 3) (those who purchase milk themselves only)
Purchase locations Supermarket Local grocery store Milk store (Vinamilk, TH True Milk,…) Convenient store Local market E-Commerce website Others Online sellers are from Facebook 10-19 70% 42% 37% 33% 26% 5% 2% 0% 20-29 68% 48% 33% 35% 18% 3% 0% 1% 30-44 69% 48% 32% 35% 37% 4% 2% 3% 10-19 20-29 30-44 Supermarket is the most popular channel followed by local grocery stores Q: Where do you usually buy milk? (those who purchase milk themselves only)
Purchased brand - Milk Vinamilk Long Thanh Dutch Lady Nuti Ba Vi Moc Chau 10-19 83% 7% 33% 9% 14% 7% 20-29 78% 8% 33% 16% 8% 18% 30-44 81% 4% 25% 14% 10% 10% 10-19 20-29 30-44 Vinamilk is dominantly popular followed by Dutch lady Q: What your fresh milk (no flavour) brand in purchasing in last 03 months? (those who purchase milk themselves only)
Purchased brand – Flavored milk Vinamilk Dutch Lady Ba Vi Moc Chau Long Thanh Nuti 10-19 77% 42% 14% 14% 7% 5% 20-29 69% 36% 4% 12% 4% 9% 30-44 78% 30% 9% 12% 4% 15% 10-19 20-29 30-44 Same trend as milk. Vinamilk dominates the market Q: What your fresh milk (no flavour) brand in purchasing in last 03 months? (those who purchase milk themselves only)
Purchased brand – Soya Milk Fami Soya Milk Vinamilk Vinasoy Gold Soy Soya milk Nuti Vinasoy Me Den Soya Milk Number One Soy Men Trisoy 10-19 68% 18% 14% 9% 5% 5% 4% 2% 0% 20-29 71% 21% 20% 10% 9% 9% 5% 0% 1% 30-44 63% 38% 18% 7% 7% 3% 3% 0% 3% 10-19 20-29 30-44 Fami is dominantly popular followed by Vinamilk and Vinasoy Q: What your fresh milk (no flavour) brand in purchasing in last 03 months? (those who purchase milk themselves only)
Summary • 60% of respondents drink milk in last 3 month • Health and nutrition are the two main reasons of drinking milk • Around 30% of milk drinkers are concerned about drinking it too much. Weight and stomach concerns. Teens have acne concerns by drinking too much • During breakfast is the most common timing, while 30 and above tend to take milk when they get tired • For purchasing, TVCF and TV program (related with health) are effective information source. Elderly are concerned about more about quality and origin • Vinamilk is dominantly popular in Vietnam market
Respondent profile (N=773) 12% 65% 23% Age 18-19 20-24 25-29 50%50% Gender Male Female 18%19% 18% 17% 10% 4% 4% 7% 4% Household income Conducted on December, 2016
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