21. 22
Base: All HM/SM shoppers, 2013 (n=1486), 2014 (n=1465), 2015 (n=1382)
Ref: Q18 Thinking about the same statements , please indicate which stores you associate with each of the statements?
TOP 10 ATTRIBUTES IMPORTANT FOR CHOICE OF
SUPERMARKET / HYPERMARKET
Good deals and promos and low prices have overtaken convenience as the top attribute this
year. This, coupled with shoppers’ awareness of prices shows retailers need to more
conscious about their pricing strategies.
2014 2015
1
2
3
4
5
6
7
8
9
10 Are the first to have new products Pleasant store environment
Every thing I need in one shop
Provide enjoyable shopper
experience
Low prices for most items
Wide range of healthy and organic
products
High quality fresh food
Every thing I need in one shop
Provide enjoyable shopper
experience
Has a wider variety of products
Food and groceries are good value
for money
A place where its easy to quickly
find what I need
Has a wider variety of products
Are the first to have new products
A place where its easy to quickly
find what I need
Convenient to get to
Provide really good deals and
promos Low prices for most items
Convenient to get to Provide really good deals and
promos
41. 42
Younger, Older, Wealthier
MIDDLE CLASS
33 MILLION
by 2020
DYNAMIC &
OPTIMISTIC
ELDER**
POPULATION
20%
by 2020
MILLENNIALS*
30%
of the current population
(*): Age of Adults in 2015: 18-34; (**): Age of Adults in 2020: 50-69
1. VIETNAM DEMOGRAPHY NOW & FUTURE
45. 46Source: Nielsen Vietnam Region Difference Report
• Care what others think, concerned about
others opinions
• Importance of traditionalism; family values
• Long term orientation
• Price conscious though not willing to
compromise quality to price
• More loyal to brands/ product
GO
BETTER
RISK
AVERSE
HAPPY -
GO -
LUCKY
• Usually worried about their future hence
they work hard, make plan and strictly
follow their plan
• Play safe; mindful in spending
• Save and live for better future: highest
proportion of income allocation to saving
• Satisfied with current life and optimistic
about life
• Live for the moment - don’t care much
about the temporary and believe their
lives are temporarily fine
• Sense of individualism; highly open for
new out of home entertainment channels
and venues
NORTH
CENTER
SOUTH
46. 47
CONSUMERS ARE LOOKING FOR HEALTH, QUALITY & AUTHENTICITY
“HEALTH” - THE BIGGEST CONCERN
Source: Traditional Trade Thought Leadership Q4, 2015; Retail Growth Strategies Report 2016, Lifestyle report 2015
48%
VIETNAMESE PEOPLE CONSIDER
“STAYING FIT AND HEALTHY”
AS TOP ASPIRATION FOR THE FUTURE
9
13
15
18
21
34
19
Malaysia
Indonesia
Thailand
Singapore
Philippines
Vietnam
SEA Average
% PEOPLE CONSIDERING “HEALTH” AS
BIGGEST & 2ND BIGGEST CONCERN – Q4’15
VALUE-FOR-MONEY
89%
Vietnamese consumers will
PAY MORE for foods that
promote HEALTH benefits
73%
willing to pay more for
HIGHER QUALITY
48%
of Vietnamese consumers
purchase packaged food
because of “ADDED HEALTH
BENEFITS” & “ALL NATURAL
INGREDIENTS”
3. CHOOSY CONSUMERS
47. 48
MORE SOPHISTICATED: SEEKING FOR MORE BENEFITS
AND MORE SERVICES ON-THE-GO LIFESTYLE
USING IN-STORE SERVICES
Petro/fillin
g stations
52%
Fast-food
52%
In-store
banking
56%
Prepared
food
45%
Coffee
services
47%
Postal
services
47%
Source: Traditional Trade Thought Leadership Q4, 2015; Retail Growth Strategies Report 2016, Lifestyle report 2015