Survey on snacking habits of the youth in Vietnam •Timing : 20th April – 4th May 2012 •Total sample size : 563 •Research area :All cities and provinces in Vietnam •Gender : Male and Female •Age : 16 – 29 years old •Research objectives : Find out snacking habits of the youth in Vietnam and explore growth opportunities for super hygienic snacking restaurants. Copyright © W&S Company Limited - 2012 This research study is conducted by W&S Company Limited (100% Japanese invested) and based on online panel of Vinaresearch.net

1. July 2012
Copyright © W&S Company Limited - 2012
Snacking habits of the youth in Vietnam

2. Research information
Survey on snacking habits of the youth in Vietnam
• Timing : 20th April – 4th May 2012
• Total sample size : 563
• Research area :All cities and provinces in Vietnam
• Gender : Male and Female
• Age : 16 – 29 years old
• Research objectives : Find out snacking habits of the youth in Vietnam and explore
growth opportunities for super hygienic snacking restaurants.
Copyright © W&S Company Limited - 2012
This research study is conducted by W&S Company Limited (100% Japanese invested) and
based on online panel of Vinaresearch.net

3. Copyright © W&S Company Limited - 2012
1. Snacking habit
 Snacking restaurants have been familiar with Vietnamese young people. In fact, there is
more than 60% of the surveyed people who have come to these restaurants in recent 3
months. More surprisingly, 90% of these people usually go out for snacking at least once a
week and female group has a tendency of being more frequent than male one.
 Most respondents usually feel appetite for snacking at sunset and evening time (76.0%).
 More than 50% male and female chose snacking restaurants because of ‘good taste and
cheap’. While male group comes these restaurants for ‘suitable place to eat with friends,
colleagues’ (54.5%), female mainly comes for ‘Love snacking dishes’ (68.0%)
2. Snacking dishes
 The surveyed people usually order ‘Sweet soups’, ‘Flipped duck eggs’ and ‘Fruits dish’.
Besides that, ‘Mixing rice paper’, ‘Fried popcorn’, ‘Gracilaria’ and ‘Fired fish-ball’ are also
Vietnamese young people’s favorite.
 10.000 – 20.000 / dish is the most reasonable price to pay when going out for snacking.
Executive summary (1)

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3. Place for snacking
 6 over 10 surveyed people eat at snacking restaurants such as ‘sidewalk restaurants’ and
‘coffee / milky tea shops’ in recent 3 months.
 To satisfy hygienic snacking demand of the youth, models of ‘super hygienic snacking
restaurants’ have been forming. However, the percentage of choosing these type is only
28.7%.
4. Ideal snacking restaurant – Super hygienic
 Most of the surveyed people chose super hygienic snacking restaurants because of ‘Food’s
safety and hygiene’, ‘Cool and airy space’ and ‘Good and polite service style’.
 Regarding an ideal snacking restaurant, there are top three concern things: ‘Reasonable
price’, ‘Hygienic food’ , and ‘Good taste’.
 In conclusion, an ideal snacking restaurant needs to have two more things which are not
less important: ‘Reasonable price’ and ‘Delicious and appetizing dishes’.
Executive summary (2)

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Snacking habits 6 - 11
Snacking dishes 12 - 16
Location for snacking 17 - 22
Ideal snacking restaurant – Super hygienic 23 - 29
1
2
3
4
Table of content

6. SNACKING HABIT

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Snacking – Habit of the youth
Snacking habits
 The survey result state that 6
over 10 surveyed people came
to snacking restaurants
within recent 3 months. 90%
of these target respondents go
out for snacking at least once
a week, including male and
female.
26.8%
23.4%
30.7%
22.6%
23.0%
23.2%
29.3%
32.8%
27.8%
10.1%
9.0%
11.4%
7.6% 10.2%
5.9%
1.2% 1.6% 1.0%
Total (N=563) Male (N=253) Female (N=310)
Frequency of snacking habit
Once a month
2 - 3 times per
month
Once a week
2 - 3 times per
week
4-5 times per
week
Everyday

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Most people feel appetite for snacking in the afternoon
Snacking habits
5 - 6 p.m. is popular timing for snacking.
4.0%
5.1%
25.1%
28.5%
22.4%
4.4%
5.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Morning At noon
(10 - 12 a.m.)
Early
afternoon
( 3 - 4 p.m.)
Late
afternoon
(5 - 6 p.m.)
Evening
(7 - 8 p.m.)
Midnight
(10 - 11 p.m.)
Any time

9. 15.0%
16.7%
24.5%
23.2%
18.6%
32.4%
45.1%
40.8%
68.0%
50.7%
65.7%
60.8%
13.1%
19.7%
20.5%
23.4%
26.2%
29.9%
36.1%
41.0%
42.6%
49.6%
50.0%
54.5%
Male
Female
Copyright © W&S Company Limited - 2012
Reason for coming to snacking restaurants
Snacking habits
Female group comes to snacking restaurants mainly for ‘Love snacking dishes’. In contrast, the
reason of male group is mostly ‘Suitable to go out with friends, colleagues’.
Suitable to go out with friends, colleagues
Good taste and cheap
Invited by friends
Love snacking dishes
Hungry
Release stress
Habit
Save time
Collect addresses of snacking restaurants to
introduce with friends
Remind pupil or student time
Widely sold
Long time no eat

10. SNACKING DISHES

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‘Sweet soups’ and ‘Flipped duck eggs’ are the most favorite dishes.
Snacking dishes
14.7%
11.8%
19.8%
19.8%
24.9%
25.5%
32.9%
37.8%
38.0%
38.4%
40.9%
44.5%
47.8%
52.2%
54.2%
55.5%
75.1%
0.0% 50.0% 100.0%
Others
Grilled octopus
Fried/boiled ravioli
"Pha lau"
Soups
Papaya/mango salad
Fried dough
"Goi cuon/Bo bia"
"Banh Beo/Bot loc/Banh nam"…
Grilled chicken legs
Fried fish-ball/beef-ball
Gracilaria/ flan cake
Boiled/fried/baked popcorn
Mixing/baking/rolling rice paper
Fruits dish
Flipped duck eggs
Sweet soups

12. Other favorite snacking dishes
Snacking dishes
Snacking dishes in Vietnam are diversified and rich. Besides the above dishes,
‘Mixing/baking/rolling rice paper ’, ‘Boiled/fried/baked popcorn, ‘Gracilaria/ flan cake’
and ‘Fried fish-ball/beef-ball ’ are also welcomed and consumed.
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Mixing /
baking /
rolling
rice paper
Fruits
dish

13. Copyright © W&S Company Limited - 2012
For light snack dishes such as sweet soups, flipped duck eggs, boiled/fried/baked
popcorn, etc., the surveyed people usually pay under 10,000 VND for each dish.
Snacking dishes
50,000 VND and above
30,001 – 50,000 VND
20,001 – 30,000 VND
10,000 – 20,000 VND
Under 10,000VND
Flipped duck eggs
Boiled/fried/baked popcorn
Mixing/baking/rolling rice
paper
“Goi cuon/Bo bia”
Sweet soups
Gracilaria/flan cake

14. For dishes e.g. salad or ‘pha lau’, they usually pay higher which is from 10,000 – 20,000 VND.
Snacking dishes
50,000 VND and above
30,001 – 50,000 VND
20,001 – 30,000 VND
10,000 – 20,000 VND
Under 10,000 VND
Papaya/mango salad
Pha lau
Fried dough
Fried fish-ball/beef-ball
"Banh Beo/Bot loc/Banh
nam" rice cake
Fruits dish

15. Especially, respondents are willing to pay higher for grill dishes, which is above 20,000
VND/dish.
Snacking dishes
50,000 VND and above
30,001 – 50,000 VND
20,001 – 30,000 VND
10,000 – 20,000 VND
Under 10,000 VND
Grilled octopus
Grilled chicken legs
Grilled skewers meat

16. LOCATION FOR SNACKING

17. 4.5%
8.7%
7.3%
22.9%
28.7%
37.3%
40.0%
42.4%
45.1%
45.8%
50.9%
53.3%
55.5%
55.8%
64.9%
0.0% 50.0% 100.0%
Cannot remember
Others
Near to hospitals
Tourism places
Super hygienic restaurants
Near to workplaces
Near to parks
Shopping centres
Markets
Theme parks
Supermarkets
Homemade
Near to schools
Coffee / Milky tea shops
Sidewalk restaurants
Sidewalk restaurants – Street cuisine habit
‘Sidewalk restaurants’
and ‘Coffee / milky tea
shops’ have been more
popular and familiar with
many Vietnamese young
people.
On average, 6 over 10
surveyed people came to
this two place for
appetizing dishes.
Location for snacking
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18. Male (N=253) Female
(N=310)
40.5%
59.5%
To meet hygienic snacking
demand of the youth, a model of
‘super hygienic snacking
restaurants’ has been forming.
However, the result shown that
there was only 28.7% choosing
this place as regular one in
recent 3 months.
Super hygienic snacking restaurant – Hygienic cuisine
4.5%
8.7%
7.3%
22.9%
28.7%
37.3%
40.0%
42.4%
45.1%
45.8%
50.9%
53.3%
55.5%
55.8%
64.9%
0.0% 50.0% 100.0%
Cannot remember
Others
Near to hospitals
Tourism places
Super hygienic restaurants
Near to workplaces
Near to parks
Shopping centres
Markets
Theme parks
Supermarkets
Homemade
Near to schools
Coffee / Milky tea shops
Sidewalk restaurants
Location for snacking
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19. IDEAL SNACKING RESTAURANT
VS.
SUPER HYGIENIC SNACKING
RESTAURANT

20. Total (%) 1st 2nd 3rd
Food safety and hygiene 94.3 87.3 4.4 2.5
Cool and airy space 47.5 2.5 25.9 19.0
Diversified and rich menu 43.7 2.5 24.1 17.1
Good and polite service style 37.3 1.9 14.6 20.9
Suitable for every age group 31.0 2.5 13.3 15.2
Follow common trend 15.8 0.6 12.0 3.2
Private space 8.9 0.6 2.5 5.7
Serve 24/24 7.6 0.6 3.2 3.8
Delivery service 5.1 0.0 0.0 5.1
Others 4.4 0.6 0.0 3.8
No specific reason 4.4 0.6 0.0 3.8
Super hygienic snacking restaurant – Hygienic cuisine
Most of the surveyed people chose super hygienic snacking restaurant because of ‘Food safety
and hygiene’, ‘Cool and airy space’, and ‘Good and polite service style’
Ideal vs. super hygienic snacking restaurant

21. 82.4%
79.5%
71.1%
70.5%
66.2%
61.3%
58.0%
54.4%
47.6%
41.8%
29.5%
24.5%
23.5%
4.4%
Reasonable price
Hygienic food
Delicious and appetizing dishes
Clean and airy restaurant
Fast and good service
Diversified food and drink
Parking area
Suitable for friendly meetings
Easy to find its location
Spacious space
Nice decoration
Extended service time
Soft music
Others
Ideal snacking restaurant
Copyright © W&S Company Limited - 2012
‘Reasonable price’, ‘Hygienic food’, and ‘Delicious and appetizing dishes’ are top three
things for an ideal snacking restaurant.
Ideal vs. super hygienic snacking restaurant

22. Ideal snacking restaurant – Male vs. Female
4.1%
25.0%
26.6%
28.7%
41.0%
49.2%
53.3%
54.5%
54.5%
60.7%
61.5%
68.9%
76.2%
80.3%
4.6%
22.2%
22.9%
30.1%
42.5%
46.4%
55.2%
66.7%
60.8%
79.4%
69.9%
71.9%
82.0%
84.0%
Female
Male
Reasonable price
Hygienic food
Clean and airy restaurant
Fast and good service
Delicious and appetizing dishes
Parking area
Diversified food and drink
Suitable for friendly meetings
Easy to find its location
Spacious space
Nice decoration
Extended service time
Soft music
Others
Ideal vs. super hygienic snacking restaurant

23. Ideal vs. super hygienic snacking restaurant
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20.9%
25.9%
87.3%
Good and polite
service style
Cool and polite
environment
Food safety and
hygiene
Super hygienic snacking
restaurant
66.2%
70.5%
71.1%
79.5%
82.4%
Good and fast service
Clean and airy restaurant
Delicious and appetizing
dishes
Hygienic food
Reasonable price
Ideal snacking restaurant
In general, if comparing with an ideal snacking restaurant, a super hygienic one can satisfy 3
criterias over top 5 ones. However, the price level at this type is rather expensive which cannot
pass ‘reasonable price’.

24. Hygienic food
Reasonable
price
From this survey, owners of super hygienic snacking restaurants should focus and balance three
factors: delicious food, hygiene and reasonable price.
Ideal vs. super hygienic snacking restaurant

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The copyright of this report belongs to W&S market research company, 2012. The results of this
survey can be publicly used, but must be cited and sourced from Vinaresearch. In the circumstance
of using the table and graphs from results of this survey, the data at the source must be clearly stated
and based on survey results collected from Vinaresearch.