Nielsen provides data and insights to help clients understand consumers and markets. In this document, Nielsen discusses recent economic and consumer trends in Asia Pacific markets including Vietnam. Vietnam has seen strong economic growth recently, driven by urbanization and a growing workforce. While traditional trade still dominates in Vietnam, modern trade channels are growing rapidly. FMCG growth has slowed slightly in Vietnam in the first half of 2018 compared to the previous year. Nielsen advises companies to focus on understanding evolving consumer needs and executing well to take advantage of opportunities in Vietnam.
[HTKD 2021][Online business case] Whatever TeamBich Nguyen
Business Journey 2021 (Hành trình kinh doanh) is a national business case competition hosted by Young Economist Club (NEU) attracting 1027 teams over the country.
Our team focused on figuring out the solutions for the business problems of PNJ in order to increase 20% sales in the first haft of 2022 as well as 30% visitors compared with last year.
Looking forward to receiving your feedback.
The survey about how Vietnamese use the shampoo and their perception about the consumer brands. The survey has been collected over 400 respondents female living in HCM and Hanoi
Although Vietnam’s retail store is dominant by the general trade stores and local market, the landscape is changing with more variety of modern trade chain.
This report was made in order to share the trend of modern trade by comparing the number of major stores in Vietnam by categories.
The store counting is as of April, 2021.
Although Vietnam is famous for the dominant traditional channels, it recently has an increasing number of modern trade channels (supermarket, convenience stores etc). We have investigated how this change has affected the shopping behaviors among Moms in Vietnam
[HTKD 2021][Online business case] Whatever TeamBich Nguyen
Business Journey 2021 (Hành trình kinh doanh) is a national business case competition hosted by Young Economist Club (NEU) attracting 1027 teams over the country.
Our team focused on figuring out the solutions for the business problems of PNJ in order to increase 20% sales in the first haft of 2022 as well as 30% visitors compared with last year.
Looking forward to receiving your feedback.
The survey about how Vietnamese use the shampoo and their perception about the consumer brands. The survey has been collected over 400 respondents female living in HCM and Hanoi
Although Vietnam’s retail store is dominant by the general trade stores and local market, the landscape is changing with more variety of modern trade chain.
This report was made in order to share the trend of modern trade by comparing the number of major stores in Vietnam by categories.
The store counting is as of April, 2021.
Although Vietnam is famous for the dominant traditional channels, it recently has an increasing number of modern trade channels (supermarket, convenience stores etc). We have investigated how this change has affected the shopping behaviors among Moms in Vietnam
- 46% drink coffee after walking up, and 1/3 use it to refresh themselves
- 60% drink coffee more than once / day, 36% drink instant coffee daily
- Only 14% drink coffee black. 86% put either sugar, milk or both
- 43% drink instant coffee most. 56% regularly drink instant coffee
- Main reason why instant coffee is taken is by its quickness and easiness
- Nescafe is the best brand in terms of the recognition (86%) and share
Vietnam has tons of coffee shop, ranging from the massive coffee chains, independent shops, to the street coffee. What are the popularities and motivations?
Young Marketers 8 Final Round - LocalSquadUyen Nguyen
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
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.
Young Marketers 8 Final Round - DatingExpertsUyen Nguyen
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
Vietnam’s beer consumption is the highest among all South East Asia countries, while the other alcohol options such as whisky or wine have the increasing popularity. The recent impact of Covid-19 and the more strict alcohol control in driving had impacted the way they take alcohol.
This survey was made in order to understand Vietnamese alcohol drinking behaviors.
This survey was conducted among 18 years old in Vietnam of 504 in January 2021.
5 XU HƯỚNG NGƯỜI TIÊU DÙNG CẦN...
1. Sự khác nhau giữa các vùng miền
2. Người tiêu dùng thích sản phẩmmới, nhưng họ khá dè chừng với những sản phẩm này
3. Digital như một phần tất yếu
4. Sự bùng nổ của Ecommerce
5. Sự bền vững, an toàn và thân thiện của sản phẩm
Milk is considered to be the source to provide the health and nutrition in Vietnam. We made the survey to over 700 respondents in Vietnam to understand their drinking customs, favorite brands and purchase factors
Marketing Arena is a nationwide competition specialize in the marketing field hosted by Creatio Club, attracted more than 700 participating teams.
This season, I work with a team of 3 members to build an integrated marketing communications plan for the penetration strategy in the rural area of TikTok Vietnam.
Looking forward to receiving your feedback.
- 46% drink coffee after walking up, and 1/3 use it to refresh themselves
- 60% drink coffee more than once / day, 36% drink instant coffee daily
- Only 14% drink coffee black. 86% put either sugar, milk or both
- 43% drink instant coffee most. 56% regularly drink instant coffee
- Main reason why instant coffee is taken is by its quickness and easiness
- Nescafe is the best brand in terms of the recognition (86%) and share
Vietnam has tons of coffee shop, ranging from the massive coffee chains, independent shops, to the street coffee. What are the popularities and motivations?
Young Marketers 8 Final Round - LocalSquadUyen Nguyen
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
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.
Young Marketers 8 Final Round - DatingExpertsUyen Nguyen
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
Vietnam’s beer consumption is the highest among all South East Asia countries, while the other alcohol options such as whisky or wine have the increasing popularity. The recent impact of Covid-19 and the more strict alcohol control in driving had impacted the way they take alcohol.
This survey was made in order to understand Vietnamese alcohol drinking behaviors.
This survey was conducted among 18 years old in Vietnam of 504 in January 2021.
5 XU HƯỚNG NGƯỜI TIÊU DÙNG CẦN...
1. Sự khác nhau giữa các vùng miền
2. Người tiêu dùng thích sản phẩmmới, nhưng họ khá dè chừng với những sản phẩm này
3. Digital như một phần tất yếu
4. Sự bùng nổ của Ecommerce
5. Sự bền vững, an toàn và thân thiện của sản phẩm
Milk is considered to be the source to provide the health and nutrition in Vietnam. We made the survey to over 700 respondents in Vietnam to understand their drinking customs, favorite brands and purchase factors
Marketing Arena is a nationwide competition specialize in the marketing field hosted by Creatio Club, attracted more than 700 participating teams.
This season, I work with a team of 3 members to build an integrated marketing communications plan for the penetration strategy in the rural area of TikTok Vietnam.
Looking forward to receiving your feedback.
With the election of Donald Trump ushering in a dramatic change to the US policy framework, we look at the potential impact of his policies on growth, interest rates and the markets. We look in particular at the current state of the global equity market and the risks and opportunities it presents to clients if the US economy speeds up and interest rates rise.
Find out the potential economic policy changes as a result of the new US administration and what the impact these policy and economic changes have on global markets, especially equities
Nielsen - Vietnam pocket reference 2013★ Duong Vo ★
Visit me @ http://www.duongvo.biz or Be friend @http://www.facebook.com/johnyvo.
Need consultant on Digital Marketing, let visit my business @ OhYeah Communications (http://www.ohyeah.vn)
Need explore more about Digital Marketing, let join me on Digital Marketing Class @ BMG International Education (http://www.bmg.edu.vn)
November 2018 Economic Minute with Dennis HoffmanShay Moser
The Director of the L. William Seidman Research Institute and Professor of Economics Dennis Hoffman shares the arithmetic on whether 3 percent gross domestic product and above is sustainable and why it matters. Listen to his presentation here: https://news.wpcarey.asu.edu/20181115-question-du-jour-about-gdp-growth
Brazil Digital Report: a first-edition dossier on the Brazilian digital economy. A comprehensive report on trends and facts for investors, public and private institutions, entrepreneurs, executives, students, and for digital savvy people who are curious about Brazil.
https://www.brazilatsiliconvalley.com/
Brazil Digital Report - 1st Edition By McKinsey & Company and Brazil at Silic...Ana Lucia Amaral
An amazing initiative by McKinsey and Brazil at Silicon Valley: A report that presents an overview of Brazil’s economy, including its innovation, digital and entrepreneurial landscape. Source: https://www.brazilatsiliconvalley.com/brazil-digital-report
#BSV19
Brazil Digital Report - 1st Edition
A first-edition dossier on the Brazilian digital economy
April 8th, 2019
The Report
A comprehensive 191-page report on the Brazilian digital economy, including macroeconomic indicators, Internet trends, investment facts, and data on the overall entrepreneurship and innovation landscape.
The Audience
This report is intended for all those who can play a part in driving the innovation agenda in the country – entrepreneurs, investors, public and private institutions, global business leaders, as well as digital savvy people who are curious about Brazil.
The Methodology
This is a curated compilation of public information and selected proprietary McKinsey data. We aspire to revise it annually with fresh data in order to tell the ongoing story of Brazil’s digital and innovation evolution.
Acknowledgments
McKinsey thanks the support it has received from Brazil at Silicon Valley, a student-led movement that started at Stanford University and whose mission is to improve Brazil’s competitiveness and global relevance through technology and innovation.
A compilation of Nielsen findings to identify trends
in Vietnam and about the market and your specific area
of interest, including Vietnam Consumer Confidence Survey, Business Barometer Survey, Vietnam Grocery Report, Personal Finance Monitor Study, Shopper Trends, etc....
Tương lai của tiêu dùng & thương mại châu Á TBDDuy, Vo Hoang
Shoppertainment2024 - Tương lai của tiêu dùng & thương mại châu Á TBD. Báo cáo được ghi nhận đầy đủ các yếu tố bán hàng thành công thông qua các case thực tế tại từng thị trường bởi Tiktok Platform.
[Netcore] Ecommerce personalization benchmark report 2021Duy, Vo Hoang
[Netcore] Ecommerce personalization benchmark report 2021
A research study of 200 retailers and 600 consumers
An overwhelming 91% of shoppers would abandon an online retailer over a poor shopping experience. Many say it is crucial for retailers to personalize the experience to fit their preferences.
Report Digital in vietnam 2021 from We Are Social HootsuiteDuy, Vo Hoang
[CHÍNH THỨC] VIET NAM DIGITAL 2021
Tổng hợp từ We Are Social Hootsuite
Báo cáo tại thị trường Việt Nam được công bố hằng năm vào tháng 02
Tổng quan Dân số việt nam
▪ Việt Nam có dân số 97,75 triệu người vào tháng 1 năm 2021.
▪ Dân số Việt Nam tăng 852 nghìn (+ 0,9%) từ tháng 1 năm 2020 đến tháng 1 năm 2021.
▪ 50,1% dân số Việt Nam là nữ, trong khi 49,9% dân số là nam
▪ 37,7% dân số Việt Nam sống ở trung tâm thành thị, trong khi 62,3% sống ở nông thôn.
Người dùng Internet ở Việt Nam
▪ Có 68,72 triệu người dùng Internet tại Việt Nam vào tháng 1 năm 2021.
▪ Số lượng người dùng Internet ở Việt Nam tăng 551 nghìn (+ 0,8%) trong giai đoạn 2020-2021.
▪ Tỷ lệ sử dụng Internet ở Việt Nam đạt 70,3% vào tháng 1 năm 2021.
Thống kê sử dụng mạng xã hội cho Việt Nam
▪ Có 72,00 triệu người dùng mạng xã hội ở Việt Nam vào tháng 1 năm 2021.
▪ Số lượng người dùng mạng xã hội ở Việt Nam tăng 7,0 triệu (+ 11%) từ năm 2020 đến năm 2021.
▪ Số lượng người dùng mạng xã hội tại Việt Nam tương đương 73,7% tổng dân số vào tháng 1 năm 2021.
Kết nối di động tại Việt Nam
▪ Có 154,4 triệu kết nối di động tại Việt Nam vào tháng 1 năm 2021.
▪ Số lượng kết nối di động tại Việt Nam tăng 1,3 triệu (+ 0,9%) trong khoảng thời gian từ tháng 1 năm 2020 đến tháng 1 năm 2021.
▪ Số lượng kết nối di động tại Việt Nam vào tháng 1 năm 2021 tương đương 157,9% tổng dân số.
File pdf được upload tại group chung: https://www.facebook.com/groups/Data.Driven.Marketing.Communication/
B2B ecommerce insight 2021 from Keyrus
Discover Top B2B ECommerce trends and winning model for
2021
Source:https://www.linkedin.com/smart-links/AQEFsePhcFHJgw/88504737-90a6-46ce-afc1-0657195dba61
Digital customer experience report 2020Duy, Vo Hoang
Digital customer experience report 2020.
Bernard Slowey, worldwide lead for digital customer
support at Microsoft, maintains one of the biggest
mistakes in digital CX is not having a dedicated team.
“A lot of companies have teams of people focused on
call centers, as well as improving minutes-per-incident
and handle times for voice calls with customers, but
then digital is merely treated as a bolt-on to support
organizations,” says Slowey.
More than a third of our research group (36 per cent) is
seemingly making this mistake. For these brands
digital experiences are supported by multiple
functions, potentially between marketing, CX and
customer service departments. This dispersed setup
can result in customers receiving conflicting and
disjointed digital experiences.
However, the majority of the respondents (64 per cent)
recognize the value of dedicated digital experience
teams, which is an 18 per cent year-on-year increase.
Within 18 months of building its dedicated digital
customer support department, Microsoft’s digital team
achieved a 3× ROI (return on investment). This result was
obtained by solving customer issues digitally and so
reducing the volumes shouldered by more expensive
support channels such as voice.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
10. The Asia Pacific continues to be a dynamic region of
change. In recent months, there was a flood of events that
could fundamentally change the playing field in the region.
The Korean Peninsula is on the precipice of change with
April’s historic summit between the leaders of North Korea
and South Korea greatly increasing prospects of a formal
peace treaty. In May, a new political party was voted into
power in Malaysia for the first time in 60 years, heralding
major political and economic reforms. Meanwhile, China’s
Belt and Road initiative continues to be a major topic for
countries and companies alike and is set to provide many
opportunities and challenges for the region.
Behind the headlines lies the relatively normal backdrop of
continued economic expansion and growing opportunities
in many of the region’s markets. With increasing
populations, rising disposable incomes and rapidly
connecting lifestyles, the Asia Pacific is quickly expanding
its influence on the global economy.
Across the region, Vietnam, India, China and the
Philippines boasted the highest economic growth for the
quarter, supported by strong and growing consumer
confidence in these markets. While there is always a
myriad of reasons behind a country’s economic growth,
there are some commonalities between these markets
that contribute to their healthy outlook. For example,
accelerating urbanisation and increasingly youthful
populations are creating bigger workforces with more
disposable income, which in turn is boosting domestic
demand in these countries.
Laura McCullough
Marketing
Effectiveness &
Sales Effectiveness
Practice Leader:
Developing
Countries
12. POPULATION
Source: Nielsen What’s Next in Vietnam – Forecasting Tool
94
95
95.7
96.4
97
97.7
98.3
2016 2017 2018 2019 2020 2021 2022
Population
47 49 52 54 55 56
131 131 132 132 132 133
2016 2017 2018 2019 2020 2021
Internet users Mobile subscribers
Million people
INTERNET USERS
Per 100 people
13. 3.2%
1.6%
11.3%
Total FMCG TT Urban MT Urban
Source: Nielsen Retail Index – Total Urban (TT + MT) – Versus year ago
Fast moving consumer goods dynamics – total urban (traditional trade + modern trade)
1.1% 1.0% 1.1% 1.1% 0.8%
1.2% 1.0% 1.0% 1.1%
2.0%
4.9%
1.2%
5.4%
4.4%
5.0%
1.1% 0.8% 1.6%
3.2%
5.8%
2.3%
6.5%
5.2%
6.2%
2.1%
1.8%
2.7%
MAT YA MAT TY YTD YA YTD TY Q1'17 Q2'17 Q3'17 Q4'17 Q1'18 Q2'18
Unit Value Growth Volume Change (Weighted Value) Nominal Value Growth
82%
18%
VALUE CONTRIBUTION AND growth – MAT Q2-2018
15. Vietnam’s FMCG performance in first quarters is usually
strong due to the Tet holiday period and Tet sales in Q1
last year were at record levels. But this year growth was
slower than expected, possibly due to changing
consumer behaviour toward the holiday. There are
indications that consumers are looking to enjoy a
simpler Tet experience. Manufacturers can either take
that change as an inevitable impact on their business or
seek opportunities for new and innovative ”whitespace”
from which they can tailor their product offerings to
make sure that they stay relevant to consumers.
Across retail channels, although Traditional Trade
including “wet markets” still dominates in Vietnam,
Modern Trade has gained impressive momentum. Since
2012, the number of convenience stores has nearly
quadrupled and Minimarts comprised the most store
openings in both 2016 and 2017. Health and beauty and
modern drug stores have also expanded quickly,
doubling in the past two years. Modern retailers will
look to continue to expand and invest in improving their
stores to attract more shoppers. The future outlook of
small-format modern stores is very optimistic as the
growth of the Modern Trade channel is set to further
accelerate. However, it will no longer be a one-size-fits-
all Modern Trade strategy. The channel playbook has to
be looked into at a much deeper level to reflect the
diversity in shopper missions and to build efficient in-
store strategies.
NGUYEN HUONG
QUYNH
Managing Director,
Nielsen Vietnam
Nielsen Vietnam
19. Overall, we continue to see a stably high confidence
level among Vietnamese consumers throughout the
past 3 years. The good momentum of economy growth
across industries combining with the positive signals of
foreign investment flows, increasing household income
and growth-oriented government policies could
translate into optimism of our consumers. Besides, the
consistent trend could be influenced by the build-up
and positive sentiment towards the personal finance
status as well as immediate spending intentions.
Emerging markets like those in Southeast Asia region
have been noticed as an important region for long-term
growth of consumer-facing businesses for quite some
time now. This statement is likely due to many
advantages that this group could bring such as young
and fast-growing population coupled with rapid and
consistent economic growth experienced in many
markets. And high levels of consumer confidence could
be one of these advantages too.
DANG THUY HA
Director,
Consumer Insights,
Nielsen Vietnam
20. Source: Study What’s Next In Emerging Markets Study, 2018
0-14
years
15-19
years
(Gen-Z)
20-34
years
(Gen-Y)
35-49
years (Gen-
X)
50-64
years (Baby
Boomers)
65+ years
(Silver Gen)
SHARE OF
POPULATION
7%23% 27% 21% 14% 8%
22% 21% 18% 11%21% 7%
20152025
+0.8M +0.2M -3.5M +3.4M +3.7M +3.6M
Vietnam has notably youthful compositions. With effective analysis, companies
can gain important clues to tap into market opportunities early as the youthful
cohort move from being dependents to significant contributors to the
workforce, capable of powering a strong business environment and economy.
However, consumers are living longer, and in Vietnam the proposition of
people aged 50 and older is increasing. Projection shows that by 2025, nearly
29% of Vietnam’s population will be more than 50 years old. With this rising
proportion of aged population, white-space opportunities abound for
manufacturers, media, retailers and service providers that can address the
special needs of this segment. It is good to start some discussions now around
strategic growth plans and investment to ensure aged people are active,
engaged and contributing members in the community and workforce.
21. AGING
POPULA-
TION
• Negative economic
growth, less investment
• Smaller working
population
• Shrinking industries
reliant on labour e.g.
nursing, construction
• Labour reform including
family friendly policies &
retirement age
• Technology and robotics
replacing labour shortages
• Health food and supplements
for aging people
• Delivery services and in-home
care for aged segment
• Aged-friendly packaging –
larger letters – icons and
labelling systems
• Aged-friendly retail layouts
YOUNG
POPULA-
TION
• Higher economic growth,
more investment
• Number of workforce
outweighs number of
dependents
• Focus on education
• More spending power
• Infant & children focused
retail outlets and product
ranges
• Youth programming and
media
• Marketing toward young
families
SOCIETAL IMPLICATION
POTENTIAL INDUSTRY
RESPONSES
22. Source: Study What’s Next In Emerging Markets Study, 2018
34% 40%
66% 60%
2015 2025
Urban Rural
% urban population by city size in
people
49%
40%
3%
10%
6%
19%
26%
23% 23%
2015 2025
<300K 300k-500k 500k-1M
1M-5M 5M-10M 10M+
% population by urbanity
Over the last ten years, Vietnam’s mid and mixed-density cities have grown, a
pattern that is expected to continue through 2025. During this time, Vietnam
will also experience a growth in its rural cities, as more people move to large
towns and small cities.
% change in population
0%
15%
109%
-45%
225%
6%0%
14%
40%
-46%
109%
5%0% 12%
27%
-100%
88%
0%
> 10 Million 10 - 5 Million 1 - 5 Million 500K - 1 Million 300K - 500K <300K
2015 2020 2025
24. The impacts of urbanization will not be consistent in different areas of the
same country. Size, infrastructure, congestion, retail development and many
other factors come into play. In Vietnam, nearly twenty five percent of the
urban population are in cities of 1 million people plus. While these high-
density cities face infrastructure challenges, rising congestion and an array of
social issues, they’re also are home to large populations of comparatively
affluent and time-poor consumers and represent a concentrated
opportunity for convenience, on-the-go and health and wellness.
On the other hands, when secondary cities and smaller urban regions
become more developed, they could remain a strategic investment for
companies looking to capture more growth. The consumers in these mid and
mixed-density areas are already experiencing the benefits of urbanization,
including
increased exposure to mobile technologies and diversified media. This is
rapidly pushing them to adopt more urban-like shopping behaviors. Many
believe that this economic development will transform the consumer
prospects in these places but represent different consumer needs, and
companies should consider these differences in their offerings.
URBAN SEGMENTATION = DIFFERENT NEEDS
HIGH
DENSITY
+
• Changing consumption
patterns
• Increasing access to
infrastructure
-
• Congestion, centralized
consumption
- Potential health, safety
and pollution issues
• Smaller pack sizes
• More demand for
convenience, delivery, on-
the-go solutions
• E-commerce and delivery
options used to bridge
gaps in consumer needs
from existing retail
environment
LOW
DENSITY
+
• Growing consumption
demand
-
• More limited infrastructure
• Large “stock up” pack sizes
• Maturing category
evolution
• Focus on “golden stores”
• Technology leapfrogging
traditional retail evolution.
SOCIETAL IMPLICATIONS
POTENTIAL INDUSTRY
RESPONSES
25. VIETNAM OUTBOUND TOURISM SOARS…
TOTAL VALUE
2012
3.5 USD Bn.
OUTBOUND TRIPS GROWTH
IN ASIA PACIFIC 2016 TO 2021
2016
8.0 USD Bn.
Myanmar
China
India
Indonesia
Vietnam
AND PEAK UP EVEN HIGHER IN TET
Tourists in Tet 2018 is up +20% - 30% during Lunar New Year (vs.
YA) with OUTBOUND travel contributes 50-70%.
Viettourist
80%
Fiditour
60% 50%
Viettravel
Outbound Domestic
DOMESTIC AND OUTBOUND TRAVEL TET 2018
Source: Future of Outbound Travel in Asia Pacific (2016 to 2021) report by MasterCard,
vietnamtourism.gov.vn, cafebiz.vn, https://dulich.vnexpress.net
26. Top spending after necessities Q2’18 vs Q1’18
% Respondents say they will spend on this item after necessities
SAVINGS HOLIDAYS
HOME
IMPROVEMENT
TECHNOLOGY
PRODUCTS
70%
(-3)
49%
(+3)
38%
(-4)
46%
(+0)
OOH
ENTERTAINMENT
NEW CLOTHES
46%
(-5)
43%
(+0)
41%
(+3)
PAY MEDICAL
INSURANCE
PREMIUMS
30. Hyper-connectivity and busy lifestyles are influencing
buying decisions of global consumers in general and
Vietnamese consumers in particular. Today’s consumers
want convenience at every stage of shopping and brand
engagement with products and services.
However, convenience means different things to
different consumers and it is increasingly important to
understand the local trends centered around the need
for convenience. There are six key factors driving
consumers towards convenience and by understanding
them, companies can adapt and enhance their solutions
as consumer needs rapidly evolve. They are
circumstances, culture, location, market maturity and
technology. These key influences are driving the need
for fast moving consumer goods (FMCG) towards
convenience solutions tailored to cater to different
segments of society and geographical areas.
Since consumers don’t articulate convenience directly,
FMCG companies can get insights from consumer
activities during their start-to-finish experience with
products and solutions.
DOAN DUY KHOA
Director,
Consumer Insights,
Nielsen Vietnam
44. NGUYEN ANH
DZUNG
Executive Director,
Head of Retail
Measurement
Services
Nielsen Vietnam
Accounting for 68 percent of country’s 90 million
people, rural consumers are evolving in leaps and
bounds. As the nation’s growth continues and FMCG
outlook progresses, there is increasing interest from
both local and multinational businesses around
Vietnam’s rural consumers.
With its huge population and increasing affluence,
rural Vietnam is in fact lucrative market as these
consumers are enjoying income growth and have a
tendency to uplift their lifestyles. Yet, this high-
potential group largely remains untapped due to many
perceived challenges. Those challenges remained rural
myths, such as rural consumers are less connected,
they are likely to keen on low-priced products and
pushing products to these far lungs is expensive and
costly.
Aiming to debunk these myths about rural Vietnam,
we have found out that reaching rural land and
engaging rural consumers is not difficult like finding a
needle in a haystack. And as the rural Vietnamese
community continues to evolve, transform and takes
centre stage as a key group for businesses,
understanding who they really are, where, how and
what they are buying and their most effective touch
points will be prerequisites for future success.
47. SUPERMARKET/ HYPERMARKET NUMBER OF STORES
DEC’16 DEC’17
Co.op Mart 83 89
VinMart 57 75
Big C 34 35
Fivimart 25 26
Lan Chi
Mart
12 22
Aeon
Citimart
20 20
Mega Market 19 19
Hapromart 16 12
Auchan 8 16
DEC’16 DEC’17
Muong Thanh
Mart
14 14
Lotte Mart 13 13
Intimex 12 12
Thanh Do
Mart
10
AEON 4 4
SatraMart 3 3
Co.opmart
Extra Plus
2 2
Giant 1 1
Emart 1 1
COOPMART IS STILL THE BIGGEST, VINMART GO FAST,
AUCHAN, LAN CHI INCREASE DOUBLE IN TERM OF NUMBER
OF STORE
48. 91 88
120 131
156
201
76
143
157
251
292
59 55 55
52
12
68
13
16
Dec-15
Feb-16
Apr-16
Jun-16
Aug-16
Oct-16
Dec-16
Feb-17
Apr-17
Jun-17
Aug-17
Oct-17
Dec-17
Co.op Food
SatraFoods
Bach Hoa
Xanh
Vissan
Zakkamart
Coop Smile
T-Mart
CP Fresh
mart
CONVENIENCE STORES:
GROW AGGRESSIVELY FROM DIFFERENT CHAINS
132 147
189
215
241 254 259
103
152
161 157
65 94 110 122
130 166128
121
119
31 39 50 59 66 71 78
100 1063 4 7 11
822
950 840
788
850954
0
200
400
600
800
1000
Dec-15
Feb-16
Apr-16
Jun-16
Aug-16
Oct-16
Dec-16
Feb-17
Apr-17
Jun-17
Aug-17
Oct-17
Dec-17
Circle K
B's Mart
Family
Mart
Shop &
Go
Mini Stop
7-eleven
VinMart+
FOOD & MINIMART:
LEAD BY 3 LOCAL PLAYERS