This document discusses Vietnam's shifting consumer landscape. It summarizes recent economic indicators showing GDP and export growth in Vietnam. It also discusses Vietnam's young and growing population, and how wealth is shifting in the country. Over the next decade, millions of new young consumers will enter the market, and Vietnam's population is aging and becoming wealthier overall. This changing demographic is creating a more mature and savvy consumer base in Vietnam.
This is the consolidated report summarizing the public information as to Vietnam economy. The report is the summary of
Vietnam retail sales data (MPI)
Vietnam consumer price index data (MPI)
Vietnam core inflation data (MPI)
Vietnam import amount data from (MPI)
Vietnam export amount data from (MPI)
Number of newly registered company data (National Business Registration Portal)
Vietnam unemployment ratio data (MPI)
Vietnam car sales trend data (VAMA)
Vietnam motorbike sales trend (VAMM)
International visitors to Vietnam data (MPI)
This report was updated in January 2022.
Vietnam is one of the biggest instant noodle market in the world. We had investigated the store share by counting the store share of the major retail channel
Vietnam’s retail store landscape is rapidly changing, with the big rise and of modern trade stores, and the aggressive M&A from the giant groups
This report was made to summarize the trend by product category, by knowing the store numbers of the major players.
The report was made in April 2019.
Vietnam retail store landscape is in the modest change, with the number of modern trade stores are on the increase.
This report was made with an intention to summarize the trend of modern trade by categories, by knowing the store numbers of the major players.
Statistic data as to the number of retail shops in Vietnam. The document covers the number of retails in the respective segment among HCM, Hanoi and others
Vietnam’s retail store landscape has changed drastically. Although there are more modern trade stores, we see the turmoil as some increased their store numbers while others face restructurings. This report illustrate the number of stores counted from the information at each website.
The store counting is as of March, 2020.
This is the consolidated report summarizing the public information as to Vietnam economy. The report is the summary of
Vietnam retail sales data (MPI)
Vietnam consumer price index data (MPI)
Vietnam core inflation data (MPI)
Vietnam import amount data from (MPI)
Vietnam export amount data from (MPI)
Number of newly registered company data (National Business Registration Portal)
Vietnam unemployment ratio data (MPI)
Vietnam car sales trend data (VAMA)
Vietnam motorbike sales trend (VAMM)
International visitors to Vietnam data (MPI)
This report was updated in January 2022.
Vietnam is one of the biggest instant noodle market in the world. We had investigated the store share by counting the store share of the major retail channel
Vietnam’s retail store landscape is rapidly changing, with the big rise and of modern trade stores, and the aggressive M&A from the giant groups
This report was made to summarize the trend by product category, by knowing the store numbers of the major players.
The report was made in April 2019.
Vietnam retail store landscape is in the modest change, with the number of modern trade stores are on the increase.
This report was made with an intention to summarize the trend of modern trade by categories, by knowing the store numbers of the major players.
Statistic data as to the number of retail shops in Vietnam. The document covers the number of retails in the respective segment among HCM, Hanoi and others
Vietnam’s retail store landscape has changed drastically. Although there are more modern trade stores, we see the turmoil as some increased their store numbers while others face restructurings. This report illustrate the number of stores counted from the information at each website.
The store counting is as of March, 2020.
The increase of convenience stores (CVS) has changed the eating style of Vietnamese, in a way that they start to eat at eat-in space of the shops.
This survey is conducted in order to find out the usage of eat-in space at CVS in HCM. The survey report is consist of the two methods as follows
Vietnamese are considered to be very health conscious. Their concerns currently lead to the increased demand of exercises. Let us take a look at the voice of the customers about their health consciousness and interests in work out
Doing exercise is an important part of people’s daily day. With the growth of Vietnamese economy, health / exercise is one of the items that Vietnamese put their investment on, with their increased interests in physical and mental benefits.
This survey was made in order to understand exercise behaviors of Vietnamese people. This survey was conducted among 1406 respondents who make exercises on the regular basis
The survey was conducted in May, 2021
Vietnamese attentions‘ to the environmental issues get higher as there are many issues that affect their daily lives.
This survey was made with the intention to understand Vietnamese concerns over the environmental issues, and their actions for the protections.
The survey was conducted among 792 Vietnamese from 18-49 nation-wide.
Vietnam has a tremendously high penetration of motorbike. On the other hand, the car industry keeps growing and the enthusiasm in purchasing the car is getting higher, endorsed by the growth of the economy and the general revenues.
This survey is intended to find out the current frustration or issues with motorbike, while finding out the motivations and the types of the cars that they wish to have.
This survey was conducted among 20 years old and above of 381 samples in July, 2021.
The number of convenience store in Vietnam in on the rapid increase, especially the urban area like Ho Chi Minh. Let us see the brand perception and how the channels are used in Vietnam, through our quantitative survey.
Survey about Vietnamese's bathroom environment and their taking bath (shower) customs. How do they maintain their body clean while their water supply is not that stable.
- 51% has hot water environment in bathroom
- Female washes her hair once per 2-3 days
- Female usage of Rinse / Conditioner is far higher than male (female 57%, male 16%)
- 57% of female care about the smells after wearing helmet
- More than 30% leaves it after washing hair
- Supermarket (70%) and Grocery store (56%) are the common channels
- 76% Vietnamese have their own motorbike.
- Honda Wave is the most popular motorbike
- 80% of teens' and 71% of 20’s motorbikes are paid by their parents.
- Brand (44%), after service (43%) and price (39%) are 3 main factors as the purchase factors.
- 49% ask their friend’s advice before the purchase. The ratio is higher with female (58%)
- Bad driving behaviours of motorbike/car drivers (44%) is the main dissatisfaction among male while gasoline (57%) is what female cares about.
- 49% have had motorbike accident with other motorbike before.
Trong khi khối lượng hàng tiêu dùng nhanh (FMCG) tăng ở một số danh mục và khu vực, việc tăng giá bán sẽ siết chặt ngân sách chi tiêu của người tiêu dùng vào năm 2023.
Storytelling is an essential part of Content Marketing. It creates a strong bond between brand and consumers, because... emotions sell. Storytelling creates multiple opportunities in the e-commerce market.
"PEOPLE DON'T BUY WHAT YOU DO, THEY BUY HOW YOU MAKE THEM FEEL" Bernadette Jiwa, "The story of telling"
The increase of convenience stores (CVS) has changed the eating style of Vietnamese, in a way that they start to eat at eat-in space of the shops.
This survey is conducted in order to find out the usage of eat-in space at CVS in HCM. The survey report is consist of the two methods as follows
Vietnamese are considered to be very health conscious. Their concerns currently lead to the increased demand of exercises. Let us take a look at the voice of the customers about their health consciousness and interests in work out
Doing exercise is an important part of people’s daily day. With the growth of Vietnamese economy, health / exercise is one of the items that Vietnamese put their investment on, with their increased interests in physical and mental benefits.
This survey was made in order to understand exercise behaviors of Vietnamese people. This survey was conducted among 1406 respondents who make exercises on the regular basis
The survey was conducted in May, 2021
Vietnamese attentions‘ to the environmental issues get higher as there are many issues that affect their daily lives.
This survey was made with the intention to understand Vietnamese concerns over the environmental issues, and their actions for the protections.
The survey was conducted among 792 Vietnamese from 18-49 nation-wide.
Vietnam has a tremendously high penetration of motorbike. On the other hand, the car industry keeps growing and the enthusiasm in purchasing the car is getting higher, endorsed by the growth of the economy and the general revenues.
This survey is intended to find out the current frustration or issues with motorbike, while finding out the motivations and the types of the cars that they wish to have.
This survey was conducted among 20 years old and above of 381 samples in July, 2021.
The number of convenience store in Vietnam in on the rapid increase, especially the urban area like Ho Chi Minh. Let us see the brand perception and how the channels are used in Vietnam, through our quantitative survey.
Survey about Vietnamese's bathroom environment and their taking bath (shower) customs. How do they maintain their body clean while their water supply is not that stable.
- 51% has hot water environment in bathroom
- Female washes her hair once per 2-3 days
- Female usage of Rinse / Conditioner is far higher than male (female 57%, male 16%)
- 57% of female care about the smells after wearing helmet
- More than 30% leaves it after washing hair
- Supermarket (70%) and Grocery store (56%) are the common channels
- 76% Vietnamese have their own motorbike.
- Honda Wave is the most popular motorbike
- 80% of teens' and 71% of 20’s motorbikes are paid by their parents.
- Brand (44%), after service (43%) and price (39%) are 3 main factors as the purchase factors.
- 49% ask their friend’s advice before the purchase. The ratio is higher with female (58%)
- Bad driving behaviours of motorbike/car drivers (44%) is the main dissatisfaction among male while gasoline (57%) is what female cares about.
- 49% have had motorbike accident with other motorbike before.
Trong khi khối lượng hàng tiêu dùng nhanh (FMCG) tăng ở một số danh mục và khu vực, việc tăng giá bán sẽ siết chặt ngân sách chi tiêu của người tiêu dùng vào năm 2023.
Storytelling is an essential part of Content Marketing. It creates a strong bond between brand and consumers, because... emotions sell. Storytelling creates multiple opportunities in the e-commerce market.
"PEOPLE DON'T BUY WHAT YOU DO, THEY BUY HOW YOU MAKE THEM FEEL" Bernadette Jiwa, "The story of telling"
A Echeverria Channel Focus Segmentation And Coverage Models 4 SlideshareAndré Echeverria
This is a briefing of the Sales Coverage Model I was invited to deliver at the Channel Focus Americas event in San Diego.
It demonstrates how a smart account potential analysis can be performed to support a decision to concentrate more sophisticated selling resources at the right account bets.
And how both Direct Sales teams, as well as Partners, may grow their business in parallel, based on the previous mentioned analysis.
(Based on a real case, with modified data)
General Promotion Brief for a campaign, product or a brand promotion. Promotion is a vital part of 4P which includes Sales Promotion, Advertising... so this is very important for marketing planning
Thông tin cần hỗ trợ của quỹ Children of Vietnam của FVHospital và Báo Thanh Niên cộng tác. Chương trình phim hấp dẫn trong năm 2013, cho target trẻ em. Nhờ tất cả mọi người kêu gọi hỗ trợ giúp quỹ này để họ có thể giúp cho nhiều cảnh đời rất khổ của trẻ em Việt Nam.
Nếu cần thêm thông tin gì thì vui lòng liên hệ Tùng nhé.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Vietnam Consumer Trends - Xu hướng người tiêu dùng Việt Nam
1. Vietnam’s shifting
consumer landscape
Ralf Matthaes
managing director
TNS Vietnam
AMCHAM
November 2010
Discover
2. Agenda
1. 2009 versus 2010
2. CIVETS - Vietnam’s emergence
3. A shift in population
4. Wealth
q Shift
q Source
q Who has it
5. Consumer spending priorities
6. Consumption & retail trends
7. 6 major product trends
8. Digilife - On-line behavior
9. TRU Youth - 12-19 years young
Discover
3. 2010 versus 2009 Review
Are things looking up?
2010 2009 FY
GDP = 6.5% (Oct) 6.7% YE Forecast 5.32%
Inflation = 7.5% (Oct) 6.88%
International
Trade deficit = US $13.5 Billion (Yr end) 12.3 Billion
Exports = US $68 Billion (Yr end) 58.5 Billion
Imports = US $81.5 Billion (Yr end) 68 Billion
FDI = US $12.8 Billion (Oct) 21.3 Billion
Tourism = US $4.47 Billion (Yr end) 3.7 Billion
A-T-L Ad growth = 6% (Sept.) 25%
Domestic
FMCG growth = 17% (Sept) 15.7%
Retail growth = US $45 B. (Sept) 61.5 B.
Consumer Confidence = 78 (Jan.) 64
Source: GSO / TNS / Kantar
4. B razil R ussia India C hina
CIVETS - Vietnam’s Global Emergence
Colombia Indonesia Vietnam Egypt Turkey South Africa
Discover
5. CIVETS GDP Growth 2009 - 2011
10%
10.0%
8.7% 8.9%
8.5% 8.3%
8.0% 7.2% 7.2%
5.9% 5.8%
6.0% 5.3% 5.5%
4.5%
4.0%
2.0%
0.0%
2009 2010 2011
China India Vietnam Indonesia
Except for China & India, Vietnam is expecting the highest GDP growth in Asia.
Over the next two years, GDP should grow by at least 12%.
Source: HSBC Global
6. CIVETS CPI Growth Rate
13.6%
14.0%
12.0% 10.9%
9.6%
10.0%
8.0% 7.0% 7.1%
6.8%
5.3% 6.0%
6.0% 4.8%
4.0% 3.1%
2.4%
2.0%
0.0%
2009 2010 2011
-0.7%
-2.0%
China India Indonesia Vietnam
One of the main barriers for growth is Vietnam’s
potential high inflation (16.6% over 2 yrs)
Source: HSBC Global
7. GDP / capita growth rate 2008 vs 2020
60,000 57,500
In USD (000)
50,000 47,000 46,400
40,000
34,200
Asian CIVETS & BRIC Members
30,000
20,000
12,700
10,000 3,700 3,005
6,000
4,600 3,900
2,800 2,800
-
USA Japan China Viet Nam Indonesia India
Vietnam looks to roughly double its GDP per capita in
the next 12 years or increase by over 60% by 2020
Source: Goldman Sachs / TNS analysis
8. Current situation
Base, n= 605 618 600 500
How would you describe your country’s current economic situation? 48% positive
Very Good 3 13 2 8
Fairly Good 44 24 26 40
Not good and not bad 23 35 41 39
Fairly Bad 26 15 23 11
Very Bad 3 12 9 2
How would you describe your country’s current employment situation? 48% positive
Very many available jobs 3 11 0 10
Many available jobs 13 17 11 38
Not many but not few 22 28 44 32
Few available jobs 39 23 31 18
Very few available jobs 21 22 13 1
Consumers in Vietnam are the most upbeat about
both economic and employment prospects
Source: TNS AP Temperature check 2010
9. Future expectations
Base, n= 605 618 600 500
In the next six months, what do you think will be your country’s economic situation? ? 68% positive
Much better than today 10 12 6 15
Somewhat better 44 32 32 53
Same as today 34 21 49 26
Somewhat worse 8 16 9 6
Much worse than today 2 17 2 1
In the next six months, what do you think will be your country’s employment situation? 69% positive
Many more jobs available 3 15 3 18
Some more jobs available 25 22 21 51
Same as today 41 21 49 24
Less jobs available 18 23 16 6
Many less jobs available 8 19 8 0
Syndrome of “jobless recovery” seem to pervade consumer minds
in emerging markets. Again Vietnam seems to buck the trend somewhat
Source: TNS AP Temperature check 2010
11. Vietnam Population Pyramid
15.4 0-9 years 15.4 The next ten years will
see 17 million new and
19.9 10-19 years 19.9 young consumers enter
the market
15.7 20-29 years 15.7
15.5 30-39 years 15.5
14.3 40-49 years 14.3
9.5 50-59 years 9.5
6.6 60-69 years 6.6
1999
42.8 Million aged 20 + = 56% population
3.4 70+ 3.4 2009
55.6 Million aged 20 + = 65% population
Source: VN GSO 2009, TNS analysis
12. Vietnam’s aging population pyramid
1999 2009
76,323,000 86,024,000
44.5 % 0-19 35.9 %
32.9% 20- 39 31.7 %
15.3 % 40- 59 24.2 %
7.3 % 8.2 Age = 60 +
Vietnam’s population is becoming more mature, thus
creating a wealthier, more savvy consumer base
Source: VN GSO 2009, TNS analysis
13. Vietnamese Wealth
The
tip of the
iceberg or
bottom of the
financial pyramid
????????????????
Discover
15. 2009 – Revenue By type of companies
Base: Business revenue = US $94.84 Billion
18%
36% State
Collective
Private
Household
30% Foreign investment
5%
11%
Private state and household businesses are driving domestic
growth and exports, which is partially why Vietnam’s economy has
been able to shrug off the effects of the global meltdown
Source: GSO
16. 2009 – Revenue sources of income
Base: GDP = US $94.84 Billion
Export in billions of USD
Government 2010 spend = US $33.5 Billion
State Ow ned company
7% 3% 1% revenue in billions of USD
Real estate transaction in
21% billions of USD
FDI in billions of USD
57% Tourism revenue in billions of
3% USD
8% Money remittance in billion of
Exports are Vietnam’s lifeblood, accounting USD
for almost 60% of revenue generation Others
Source: GSO
17. 2009 – Revenue sources of Sectors
Agriculture / Forestry
Base: GDP = US $94.84 Billion
Fishing
3%
Mining
3%
Manufacturing
4%
6% 17%
4% Electricity / gas / w ater
4%
4% Construction
Wholesale / retail trade
10%
15% Hotels and restaurants
7% 4% 19% Transport / communications
Real estate
Agriculture / forestry, manufacturing Public administration
& retail make up over half of GDP
Education and training
Other sectors (7) under 2 billion
Source: GSO
19. Vietnam declared monthly household income
Wealthy
A1 1.5%
1.5% = 1.3 million
Affluent A 3.9%
9.5%
= 8.2 million B 5.6%
Middle C 11%
26%
= 22 million D 15%
BOP
E 29%
63%
= 54 million
F 34%
Two thirds of Vietnam’s population is still eking out a day to
day existence, while 5% are as affluent as the western world
Source: TNS Vietnam
20. Source: TNS Vietnam
Urban declared income
The Christmas tree
Wealthy
4% A1 3.7%
= 1 million
A 10.8%
Affluent
24%
= 6.2 million B 13.5%
C 21.6%
Middle
44%
= 11.4 million D 22.2%
E 21.4%
BOP
28%
= 7.2 million F 6.8%
As far as luxury goods and services, the market is still estimated
to be small roughly 4%-15% of urban households, the equivalent
1 million to 4 million consumers or 800,000 – 200,000 households
21. Rural declared income
The Bottom of the Pyramid
A1 0.6%
Affluent A 1%
3%
= 1.2 million
B 1.6%
C 6.9%
Middle
19%
D 12%
= 11 million
BOP E 31.9%
78%
= 47 million F 46%
Almost four of every 5 rural consumers still are BOP,
thus placing VN wealth into perspective
Source: TNS Vietnam
22. Urban / Rural Durable ownership
Color TV 95% 99%
Moto 81% 96%
Handphone 63% 94%
DVD 77% 92%
Fridge 24% 85%
Washing machine 5% 61%
Rural Urban
Most major appliances and media devices are the norm in Urban Vietnam
Source: TNS Vietnam
23. Urban / Rural Durable ownership
PC 7% 50%
Internet 2% 39%
Air con 1% 32%
Microw ave 1% 22%
Camera 2% 18%
0.2%
Car 1%
Rural Urban
Rural Vietnam still lacks behind on many major creature features
Source: TNS Vietnam
24. Evolution of urban household income
VietCycle 08 48 46 6
VietCycle 06 73 23 4
VietCycle 99 84 14 2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
SEC DEF (VND 750,00 - 4,500,000) SEC BC (VND 4,500,001-13,500,000)
SEC A+ (VND 13,500,001+)
The wealthy income class has increased by 33%, while the
middle class in urban Vietnam has doubled in two years
Source: TNS VietCycle 1999-2008
26. Consumers spending in 2010?
More Same Less Don't know
Education 57 34 8 1
Food & beverages products 40 52 8 0
Health care products/ services 34 53 12 1
Transportation 32 48 19 1
Household utilities 29 59 12 0
]
personal equipment (mobile phone, laptop ,Etc) 27 51 21 1
Personal care products 25 59 16 0
Communications: telephone/ fax/ email 24 55 21 1
House hold care products 22 61 16 1
Home appliances (wash machine, tv, hiFi, Etc) 22 55 23 1
Entertainment & dining out 22 49 28 0
Every sector save for 2 show increased spend in 2010, compared
to 2009, where only two sectors showed growth spend
Source: TNS VN Consumer Confidence Poll, Jan. 2010
27. Total Expenditure & Savings – HCMC & Hanoi
2009 81 19
2008 91 9
2006 88 12
2001 86 14
1999 83 17
0% 20% 40% 60% 80% 100%
Total expenditure Saving
Until the global economic meltdown, Vietnamese savings
were dropping year on year. Now caution is the word.
Source: TNS VietCycle – 1999-2008
28. Most desired purchase items (not owned)
HANOI HCM CITY
26 Washing machine 35
20 PC/Desktop 28
33 Air conditioner 24
23 Digital camera 20
30 Car 20
34 LCD/Plasma TV 17
25 Laptop 14
Hanoians have much higher aspirational purchases that do Saigonese
Source: VietCycle 2008
30. FMCG market growth rate across Asia (value)
9.1
China (national urban)
8.9
South Korea
7.7
7.0
Malaysia (Peninsula)
1.9
11.6
Philippines
4.6
3.2
Taiwan
10.1
8.7
Thailand
4.5
15.7 MATQ209
Vietnam (4 urban cities)
17.2 MATQ210
Vietnam’s FMCG market continues to shine in Asia in 2009
Total FMCG value growth (%)
Source: Kantar Worldpanel – Total FMCG – Households Panel
31. FMCG category Growth drivers
FASTEST GROWING CATGEORIES IN 2009
Baby Wipes / Diapers RTD Tea Deodorant
Box Tissue Sugar free variants Hand Washing
Energy Drink Halo of the H1N1 virus
Table Napkins
Drinking Yogurt Bleach
Granules
Liquid Milk Bathroom / Floor
RTD Tea
Cleaner
Instant Coffee Soya Milk
Baby Wipe and Diapers
RTD Coffee Mineral Water
Granules (from MSG)
Convenience
Health & Hygiene &
Energy Safety
31
32. Changing FMCG shopping habits
Purchase frequency (days) Avg number of packs per trip
198 7.8
196 7.6
194 7.4
192 7.2
190 7
188 6.8
186 6.6
184 6.4
MATQ208 MATQ408 MATQ209 MATQ409
Urban consumers have the tendency to purchase less frequently,
but are buying much larger pack types = Bulk Purchasing
Total FMCG – Excluding Gift
Source: Kantar Worldpanel – Household Panel – Vietnam urban 4 key cities
33. Channel value share of FMCG
2009 19 63 12 6
2005 15 61 15 9
Modern Trade Street Shop Market Others
Traditional trade is still dominating the Vietnamese retail
landscape but modern trade continuously gain grounds
Total FMCG excluding gift
Source: Kantar Worldpanel – Total FMCG – Household Panel - 4 key Urban cities
34. The Growth of FMCG channels
HYPER-
20
SUPERMARKET
STREET SHOP 14
ALL RETAILERS 11
MARKET 8
WHOLE SALERS -9
SPECIALTY -12
Hyper-supermarket leads the FMCG growth
Total FMCG excluding gift – 2009 vs 2008
Source: Kantar Worldpanel – Total FMCG – Household Panel - 4 key Urban cities
36. Three ingrained product trends
indulgence
89% said “I buy brands that are of good
quality, even more expensive”
convenience
75% are prepared to pay more for products
that make their life simpler
Health & safety
88% said ‘I am ready to pay a higher
price for healthier foods’
37. Three new and upcoming product trends
technology
79%, I will most likely buy a new phone in the
next six months
Self expression /
differentiation
29% I blog to express
Status / Aspiration myself
56%, I like to use brands which
show my success
38. Vietnam’s most admired people
Mỹ Tâm 30
Đan Trường 19
Cẩm Ly 18
Đàm Vĩnh Hưng 17
Lam Trường 14
Lê Hòang Quân 14
Cristiano Ronaldo 12
Beckham 11
Quang Dũng 8
Bill Gates 8
Aspirational role models and advertising are starting to take route
Source: TNS VietCycle 2008
40. TV is the No. 1 source of news and information,
but internet is catching fast…
84%
58%
24% 58%
13%
5%
Top sources to get news and information
41. Thanks to high presence of cable TV, foreign
channels have become teen favourites
31 VTV3
23 HBO
The number of 10 TV
networks that are foreign
19 HTV7
Disney
12
Channel
11 Yeah 1
Favorite TV channels
42. Online activities are all about…
Information, Socializing, Music and Games
93% Used a search engine
91% Talked to someone in a chat room
83% Searched for hobbies or interests
81% Listened to MP3s
79% Played a single-player game
79% Send an instant message
74% Visited a news, sports site
Online activity incidence in past 30 days
43. However, alternative channels still hold stock
In school
14%
Website
Fliers
14%
14%
PoS
12%
TV
77%
Magazines
12%
outdoor
Preferred ways to receive important 14%
information from company
44. It is true that TV still rules! But did you know…?
57
Percentage of teens
have clicked on an
online ad in the past
30 days
Don’t underestimate the potential of the internet for
reaching teens!
45. Family still plays a significantly role in teen life
outside school
TEEN males TEEN females
41% Spending time with parents 51% Spending time with parents
40% Going online
45% Watching TV, movies
36% Watching TV, movies
36% Spending time with friends
36% Spending time with friends
30% Going online
22% Spending time with family
24% Listening to music
20% Spending time with family
19% Listening to music
Free time activities
46. Soccer for guys and badminton for girls
39 MICHAEL PHELPS
TEEN males TEEN females
61% SOCCER 50% BADMINTON
46% BADMINTON 31% SWIMMING
34% SWIMMING 30% FITNESS WALKING
26% JOGGING/RUNNING 21% BICYCLING
21% FITNESS WALKING 20% JOGGING/RUNNING
Sports Participation
47. Teens care about being healthy and maintaining a
positive outlook – securing their future
Ea n h thy
g eal
74%
Caring about
environment
62%
Being patrio c
55%
Being drug-free
35%
Delaying sex un l
marriage
48%
TRU Trends Arc - Top 5 concerns
48. In a changing world, traditional family values are
still relevant for Vietnamese teens
61% Family Dinners
37% Going to Coffe H es
e ous
34% Singing Karaoke
33% Da n
g
27% Being on a sport team
TRU Trends Arc - Top 5 Activities
49. DVR and PC games are ‘IN’ for teens, social
networking sites gaining on Smart Phones and Blu
Ray in coolness..
45% DVR
43% PC Games
40% Blu-ray Player
38% Smart Phones
37% Social Networking Sites
TRU Trends Arc - Top 5 Technology
50. What are the reasons Teens rate their brands as
favorites?
Reasons for Favorite Brands
59% Top quality
39% Innova v g ound- b eaki n
e, r r g
38% Well designed, easy to use
34% Affr dabl e g
o , ood v u o the m ney
al e f o
27% Great adver si n a m r ke ng
g nd a
TRU Favorite Brand Meter
51. Vietnamese Teens top 10 brands
29% NOKIA
28% COCA - COLA
20% PEPSI
19% HONDA
18% SAMSUNG
17% KFC
53. Vietnam is the 17th highest engaged on line
community in the world
% online users highly engaged
Country % Country % Country % Country %
1.Egypt 56% 13.Italy 47% 25.USA 43% 37.Netherland 33%
s
2.S Arabia 56% 14.Poland 46% 26.Tanzania 42% 38.Philippines 32%
3. China 54% 15.Thailand 46% 27.S Korea 42% 39.Norway 30%
4. Malaysia 53% 16.Argentina 45% 28.Portugal 40% 40.Sweden 27%
5.Turkey 52% 17.Vietnam 45% 29.Mexico 40% 41.Luxemburg 27%
6.S Africa 51% 18.Uganda 44% 30.Greece 38% 42.Finland 26%
7.Kenya 51% 19.Israel 44% 31.Canada 37% 43.Estonia 26%
8.Morocco 51% 20.Hong Kong 44% 32.Spain 37% 44.Denmark 25%
9.UAE 50% 21.UK 43% 33.Austria 36% 45.Indonesia 24%
10.Brazil 48% 22.Nigeria 43% 34.Belgium 36% 46.Japan 20%
11.France 48% 23.India 43% 35.Germany 36%
12.Singapore 47% 24.Russia 43% 36.Australia 35%
53
Digital Engagement – See methodology pack
Base: All respondents 48804
54. Using the internet is the 3rd highest daily activity in
Vietnam, which will quickly elapse reading newspaper
% Using at least once a day – Vietnam
Read a printed newspaper 41
Make calls to friends/ family on a landline phone 31
Play sports/ visit a fitness center 30
Visit a restaurant or bar/ pub 10
Go out with friends/ meet friends ( 35
Watch a film at the cinema 5
Watch DVDs 18
Access the internet 39
Read a printed magazine 24
Listen to the radio 22
Watch regular free-to-air or Pay TV broadcasts 76
54
S5: How often access / i10: Usage of offline media
Bases: All respondents n = 600
55. E-mail, News, Search & Multi-media are the
highest daily user activities
% doing activity
Daily Ever
100 100 98 100 98 100
95 92 90
84
75
76 72
62 55 63
49 51
43
32 27 29
Global benchmarks daily use
46 72 39 19 21 12 24 55 46 37 27
55
I1: Frequency of online activities
Bases: All respondents n = 600
56. Vietnamese are very open to brand
interaction on-line
Attitudes to brand interaction within activities
82
66 67 69 67
60 63
51 46 41
% open to 30
brands
1 3 5 1 1 1 4 1 6
% who find 10
17
brands
intrusive
56
I4: Intrusiveness of brand contact
Bases: All respondents who ever do activity n = 600
57. Half of Vietnam’s on-line community engaged
in social networking, almost all through PC
% social networking
98 Daily Ever
95 96 93 94
87
81 80
76
67 64
54 57
49 42
28 28
14
Vietnam Philippines Thailand Indonesia India China Australia Hong Singapore
Kong
57
I1.01: Usage frequency of SN
Bases: All respondents 713 / 859 / 506 / 868 / 2343 /
12151 / 493 / 141 / 106
58. Brand communities are driven by; gaining more brand
info, seek promotions info and benefits of promotions
Reasons to join brand community
To get more information about a brand To support a brand I enjoy
To connect with a brand I like To do as my friends did ( already fans of the brand)
To seek for promotions or special offers To use specific apps promoted by the brand
To benefit from a promotion of specific offer
61 63
59
47 44
36
16
Vietnam Global
58
N13: Reasons for potential brand friending on social
networks
Bases: Social networkers VN = 676 / Global = 41813
59. 50% of Vietnamese are communicators & a
quarter are influencers (high consumption / involvement)
% incidence
3 6
11 7 19
26 25 23
21 1 0 27
33
39
10
7
22
19
19 33
48 21
2 40 15
83 87 20
13
17
24 6
9
45 12
11
10
3 3 9
26
9
10 10 11 14
6 3 2
0
Vietnam Philippines Thailand Indonesia India China Australia HK Singapore
COMMUNICATORS
I just love talking and expressing myself, I express myself in the online in the way
that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online
from my mobile, at home, at work or at college.
INFLUENCERS 59
The internet is an integral part of my life. I’m young and a big mobile Internet user
and access everywhere, all of the time.. I’m a blogger, a passionate social networker.
I’m also a big online shopper and want to be heard on-line.
60. Thank You / Cam On
www.tnsglobal.com
For a copy of this presentation, please email me at…
ralf.matthaes@tnsglobal.com
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