Vietnam's soft drink consumer behavior

Consumer Behavior Survey
SOFT DRINK MARKET

Contents
Industry overview
Survey results
Executive summary
General information
about the survey
2

EXECUTIVE SUMMARY
3
[1] Brand awareness
 Coca-Cola is the brand with the highest level of brand awareness, followed by Pepsi
and Zero Degree Green tea.
 Coca-Cola, Pepsi and C2 Green tea are three most popular brands.
 Tea brands such as Zero Degree Green tea, C2 Green tea and Dr.Thanh tea have
relatively high proportions of consumers.
 Coca-Cola has the highest proportion of customers using products in the last month
(34.5%), significantly higher than those of other brands.
[2] Customer satisfaction
 Coca-Cola has the highest level of consumer satisfaction, followed by Pepsi
 Zero Degree Green tea has the highest proportion of satisfied consumers among tea
brands

4
[3] Consuming habits
 Almost respondents prefer carbonated soft drinks, 81.9%
 Buy in single bottles is the most preferred form of purchasing, 56%
 Plastic bottles packaging with the volume of 350 ml to under 1 liter is the
most pervasive, 45.2%
[4] Factors influencing customers’ purchase decisions
 Brand, habits and hobbies and products quality mainly influence customers’
purchase decisions.
 Men are mainly influenced by brand and products quality.
 Women are mainly influenced by habits and hobbies.
EXECUTIVE SUMMARY

5
[5] Channels to access product information
 Grocery stores are the most common channel to buy products (62.7%), the
second most common channel is supermarkets, (40.3%)
 Distance and location, reputation and the variety of products mainly
influence consumers’ shopping location choices.
 TV and word of mouth are the most popular channels to access product
information
[6] Characteristics of the household members consuming soft drinks the
most
 Men consume soft drinks more often than Women do, 60.5%
 Respondents under 30 years old consume soft drinks the most, 70%
EXECUTIVE SUMMARY

Contents
Industry overview
Survey results
Executive summary
General information
about the survey
6

135
Manufacturing
enterprises
2216.13
million
liters
Market
volume
2014
8.44%
Growth
rate
2015 - 2019
13.48%
Growth
rate
2011 - 2014
85
trillion VND
Total
industry
sales
2015
7
NON-ALCOHOLIC BEVERAGES INDUSTRY OVERVIEW
2020: 6.8 billion liters
2025: 9.5 billion liters
Output
targets
Source: Vietnam Association of Wine - Beer - Beverages
Ministry of Industry and Trade – The development plan of the beer, wine, soft drinks of Vietnam to 2025 and vision to 2035

Suntory Pepsico
Vietnam
Beverage(IBC)
Tan Hiep Phat
Beverage group
Coca Cola
beverages
Vietnam ltd.
Interfood
shareholding
compary
Red Bull Vietnam
ltd.
La Vie Co. ltd. Chuong Duong
beverages joint
stock company
Vinh Hao mineral
water joint stock
company
CKL Co. ltd
LEADING ENTERPRISES IN NON-ALCOHOLIC BEVERAGES INDUSTRY
Tribeco Co. ltd.

9
ENTERPRISES WITH THE LARGEST MARKET SHARES
Pepsico and Coca-Cola
have the largest market
shares of carbonated soft
drinks market.
Tan Hiep Phat has the
largest market share of non-
carbonated soft drinks market.

Contents
Industry overview
Survey results
Executive summary
General information
about the survey
10

SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION
• CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT
DRINKS THE MOST
• CONSUMING HABITS
• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES
• CHANNELS TO ACCESS PRODUCT INFORMATION
• BRAND LOYALTY
• PROMOTION FORMS

BRAND AWARENESS
12
Brand recall
(%)
84.5 42.5 25 20.5 20 14 9.5 5.5 4.5 2 1
Brand
recognition
(%)
100 98.2 94 98.1 92.5 97 82.8 78.3 92.6 60.7 53.5
CocaCola and Pepsi are the carbonated beverage brands with the highest levels of brand
recall and brand recognition.
C2 Green tea, Zero Degree Green tea and Dr.Thanh tea are the non-carbonated beverage
brands with the highest levels of brand recognition and brand recall.
BRAND AWARENESS AND CUSTOMER SATISFACTION

BRAND AWARENESS – BY GENDER
13
60.7
62.5
76.8
82.1
92.8
94.6
96.4
98.2
100
100
100
51
61.4
80.7
85.5
94.5
92.4
95.2
98.6
96.5
98.6
100
Unit:%
Coca-Cola
Pepsi
Zero Degree tea
C2 Tea
Fanta
Dr.Thanh tea
7 Up
Sprite
Mirinda
Ice+
C.C Lemon
Coca-Cola
Pepsi
Zero Degree tea
C2 Tea
Fanta
Dr.Thanh tea
7 Up
Sprite
Mirinda
Ice+
C.C Lemon

BRAND POPULARITY
14
98.5
92
90
87.5
83
79.5
71.5
67.5
57
41.5
33
Unit: %
The highest
proportion of
consumers have
consumed
Pepsi
Coca-Cola
C2 Green
tea

BRAND POPULARITY – BY GENDER
15
41.1
44.6
66.1
67.9
75.0
76.8
85.7
89.3
89.3
92.9
100.0
29.7
40.7
53.8
67.6
81.4
69.7
82.1
86.9
90.3
91.7
97.9
Unit: %
Coca-Cola
Pepsi
C2 Tea
Zero Degree tea
Fanta
Dr.Thanh tea
7 Up
Sprite
Mirinda
Ice+
C.C Lemon
Coca-Cola
Pepsi
C2 Tea
Zero Degree tea
Fanta
Dr.Thanh tea
7 Up
Sprite
Mirinda
Ice+
C.C Lemon

CURRENT CONSUMPTION
16
34.5%
11%
13.3%
14.7%
17.1%
9.3%
10.8%
5.7%
4.5%
9.6%
17.1%
Coca-Cola
is the brand with
the highest
proportion of
consumers using
products in the
last month

CONSUMER SATISFACTION
17
Coca-Cola is the carbonated soft drink brand with the highest level of customer satisfaction, followed by Pepsi
Zero Degree Green tea is the non-carbonated soft drink brand with the highest level of customer satisfaction
70.3
59.0
48.4
39.7 30.9
46.3
24.6
38.5
48.5 41.8 42.0
23.6
32.0
43.2
49,.
54.5
43.9
50.8
48.7
39.8
42.4 44.2
6.2 9.0 8.4 10.7 14.5 9.8
24.6
12.8 11.7 15.8 13.8
0%
20%
40%
60%
80%
100%
CocaCola Pepsi 7 Up Sprite Mirinda Fanta C.C
Lemon
Ice+ Trà xanh
0 độ
Trà C2 Trà
Dr.Thanh
Hài lòng Bình thường Không hài lòng
Zero Degree
Green tea
C2
Green
tea
Dr.Thanh
tea
Satisfied Neutral Dissatisfied

GENDER AND AGE OF THE HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST
19
30.5%
60.5%
Men consume soft drinks more often
Respondents under 30 years old
consume soft drinks the most
17.8%
12%
Under 15 years old
15 – 30 years old
30 – 45 years old
Over 45 years old
31.4%
38.6%

CONSUMING HABITS
21
Carbonated, 77,6% Non-carbonated, 22,4%
carbonated, 85,6%
Men consume carbonated
soft drinks more than
Women do
Carbona
ted
81.9%
Non-
carbonated
17.6%
Carbonated soft
drinks are more
popular
CONSUMING HABITS
Non-carbonated, 14,4%

QUANTITY
Buy in
packs
35%
Buy in bottles
56%
Buy in crates
9%
22
CONSUMING HABITS
Most of the respondents buy in bottles

VOLUME - PACKAGING
23
Plastic bottles: 76.4%
Aluminum cans: 20.6%
Glass bottles: 2%
1 liter and
more
28.6%
Under 350 ml
26.1%
From 350ml to
under 1 liter
45.2%
CONSUMING HABITS

FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
25
Brand
55.4%
Habits and hobbies
48.8%
Product quality
47.3%
Price
21.4%
Pervasiveness of
counterfeited products
17.4%
Popularity
13.4%
Design, packaging
11.9%
Easy to access
5.0%
Promotions
2.0%
Origin
38.3%
Size, capacity
6.0%

FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS – BY GENDER
26
1. Brand
2. Product
quality
1. Habits and
hobbies
2. Brand
3. Product
quality
3,6
3,6
7,1
10,7
16,1
25,0
28,6
33,9
37,5
50,0
55,4
Promotions
Easy to access
Size, capacity
Popularity
Design, packaging
Price
Pervasiveness of counterfeited
Habits and hobbies
Origin
Product quality
Brand
1,4
5,5
5,5
10,3
13,1
14,5
20,0
38,6
46,2
49,0
54,5
Promotions
Size, capacity
Easy to access
Design, packaging
Popularity
Price
Origin
Product quality
Brand
Habits and hobbies

Respondents with income under 10 million VND are often influenced by habits and hobbies
and product quality
Respondents with income equal to 10 million VND or more are mainly influenced by brand
27
Factors <= 10 million VND (%) 10 - 20 million VND (%) >= 20 million VND (%)
Habits and hobbies 54.4 47.9 42.5
Product quality 52.6 46.9 45.0
Brand 38.6 52.1 62.5
Origin 31.6 40.6 42.5
Price 19.3 25.0 20.0
products
15.8 18.8 17.5
Design, packaging 14.0 8.3 17.5
Popularity 12.3 14.6 15.0
Easy to access 12.3 2.1 2.5
Size, capacity 3.5 5.2 12.5
Promotions 0.0 3.1 2.5
FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS– BY INCOME

SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTIONS
• CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT
DRINKS THE MOST
• CONSUMING HABITS
• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES
• CHANNELS TO ACCESS PRODUCT INFORMATION
• BRAND LOYALTY
• PROMOTION FORMS

Grocery stores are the most popular channel to buy products, 62.7%
the second most popular channel is supermarkets 40.3%
29
SHOPPING LOCATIONS
SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES
40,3
25,4
4,5
62,7
36,8
27,8
7,9
22,9
14,4
15,9
22,9
7,4
5,0
8,5
30,9
64,7
7,0
94,0
0%
20%
40%
60%
80%
100%
Supermarkets Convenience
Stores
Markets Grocery Stores Online purchasing
Ussually Sometimes Seldomly Never

FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES
30
77.1%
71.1%
48.8%
25.4%
15.9% 13.9%
6.5%
Địa điểm,
khoảng cách
thuận tiện khi
mua
Uy tín nơi bán Sự đa dạng về
sản phẩm
Giá thấp Phương thức
thanh toán tiện
lợi
Các chương
trình khuyến
mại
Dịch vụ vận
chuyển tiện lợi
Distance and
location
Reputation Variety of
products
Price Means of
payment
Promotion Delivery
service
Distance and location, reputation and variety of products mainly influence consumers’
shopping location choices

FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES- BY GENDER
31
8.9
12.5
19.6
26.8
51.8
71.4
75
15.9
4.1
14.5
24.8
47.6
79.3
69.7
0 20 40 60 80 100
Các chương trình khuyến
mại
Dịch vụ vận chuyển tiện lợi
Phương thức thanh toán
tiện lợi
Giá thấp
Sự đa dạng về sản phẩm
Địa điểm, khoảng cách
thuận tiện khi mua
Uy tín nơi bán
%
Nữ
Nam
Distance and
location mainly
influence women’s
shopping location
choices
Reputation mainly
influences men’s
shopping location
choices
Reputation
Distance and location
Variety of products
Price
Means of payment
Delivery service
Promotions
Women
Men

CHANNELS TO ACCESS PRODUCT INFORMATION
33
Tivi, đài
93%
Người thân, bạn bè
62%
Internet
53.7%
Salesmen
36.3%
Newspapers, magazines
35.8%
Leaflets, posters
22.9%
Advertisements
on bus
22.4%
Banners in
public
18.4%
Forums
11.4%
Cultural, musical
event sponsorship
18.9%
TV and radio
93%
Relatives, friends
62%
Advertisements in cinemas
12.9%
TV and radio is the most popular channel to access product information
Word of mouth is a relatively popular channel

CHANNELS TO ACCESS PRODUCT INFORMATION – BY AGE
34
Channels
<=30
years old
31-40
years old
41-55
years old
Over 55
years old
TV and radio 92.3 92.9 92.9 94.1
Internet 63.5 64.3 42.9 41.2
Relatives, friends 62.7 58.9 66.7 60.8
Salesmen 28.8 32.1 42.9 43.1
Newspapers, magazines 26.9 44.6 31.0 39.2
Banners in public 25.0 12.5 23.8 13.7
Leaflets and posters 23.1 16.1 28.6 25.5
Cultural, musical event sponsorship 21.2 17.9 19.0 17.6
Advertisements on bus 21.2 25.0 31.0 13.7
Advertisements in cinemas 19.2 19.6 11.9 0.0
Forums 11.5 10.7 9.5 13.7
Unit: %

BRAND LOYALTY
36
Given bad news about the regularly consumed
products:
47%: verify information
4.5%: continue purchasing
Verify
information
47%
Stop
purchasing,
48.5%
Continue
purchasing,
4.5%
BRAND LOYALTY

BRAND LOYALTY
37
Incase a shopping location runs out of the
regularly consumed products:
47.6%: buy at other locations
17.1% : wait until the products are available
Switch to
other
products,
35.7%
Shop at
other
locations,
47.6%
Wait until the
products are
available,
17.1%
BRAND LOYALTY

38
C2 Green tea customers are the most loyal compared to other brands’ customers
Pepsi customers switch to other brands the most often compared to other brands’
customers
BRAND LOYALTY
BRAND LOYALTY
38,7
44,5
33,3
30,1
38,7
34,9
46,7
39,6
22,6
20,6
20,0
30,2
0% 20% 40% 60% 80% 100%
Switch to other brands Buy at other locations Wait until the product are available

PREFERRED PROMOTION FORMS – BY GENDER
40
43.1%
7.8%
21.6%
15.7%
11.8%
38.6%
22%
25.8%
4.5%
9.1%
Tặng sản phẩm Tặng quà - sản
phẩm khác
Giảm giá sản
phẩm
Rút thăm trúng
thưởng
Tặng phiếu mua
hàng
Nam
Nữ
Bonus offers and Price discounts are preferred the
most by both genders
PROMOTIONS FORMS
Bonus offers Promotional
gifts
Price
discounts
Lucky draw Vouchers
Men
Women

PREFERRED PROMOTION FORMS-BY AGE
41
Promotion forms
<=30
years old
31-40
years old
41-55
years old
Over 55
years old
Bonus offers 27.5 37.7 51.3 47.5
Promotional gifts 19.6 20.8 7.7 22.5
Price discounts 27.5 24.5 25.6 20
Lucky draw 17.6 9.4 0 0
Vouchers 7.8 7.6 15.4 10
Respondents over 40 years old prefer Bonus offers
Young respondents prefer promotional gifts and price discounts
Unit: %
PROMOTION FORMS

Contents
Industry overview
Survey results
Executive summary
General information
about the survey
42

GENERAL INFORMATION ABOUT THE SURVEY
 Study sites: Hanoi
 Survey period: July 2016
 Sample size: 170 households
 Sampling method: random sampling
 Survey method: face to face interviews
43

Male
28.0%
Female
72.0%
Gender
16-30
26.0%
31-40
28.0%
41-50
21.0%
51-60
16.0%
> 60
9.0%
Age
Occupations
GENERAL INFORMATION ABOUT RESPONDENTS
4.2
25
50
16.1
4.7
0
10
20
30
40
50
60
Dưới 5 triệu Từ 5 đến
dưới 10
triệu
Từ 10 đến
dưới 20
triệu
Từ 20 đến
dưới 40
triệu
Từ 40 triệu
trở lên
%
Household monthly income
< 5 mn
VND
From 20 to
40 mn VND
From 10 to
20 mn
VND
From 5 to
10 mn
VND
>=40 mn
VND
44
25,5
22
19
16,5
10
4,5
2,5
Business men Housewives,
retired people
Officers Unskilled,
freelance
workers
Service staffs Manufacturers Manager
retirees

45
CONTACT
HEAD OFFICE - Hanoi
Suite 305-307, 12 Trang Thi
Street
Hoan Kiem District, Hanoi
Tel: (+84)04-39351419
Fax: (+84)04-39351418
BRANCH OFFICE – Ho Chi Minh City
15th Floor, Unit D1502, The Manor
Officetel, 91 Nguyen Huu Canh Street,
Binh Thanh District, Ho Chi Minh City
Tel : (84-8) 3507 0622
Website: www.marketintello.com
Email: info@marketintello.com

MARKETINTELLO | INTRODUCTION
46
DEPOCEN was founded in 2005 as an
independent research organization, and has
gained its reputation among the
development and policy research and
consultancy community with its wide range
of research into socio-economic issues,
sector specifics, macro-economic policies,
business and investment environments,
trade liberalization, governance, and the
public sector.
DEPOCEN MARKETINTELLO
MarketIntello is headquartered in Hanoi and has a branch in Ho Chi Minh City. We
offer comprehensive market research packages on a national scale. MarketIntello
is striving to become one of the leading research and consulting firms in Vietnam
with the highest standard of market research services.
Market research service
MarketIntello was founded in 2015 as an initiative of DEPOCEN in response to
the increasing requests for market studies and research from corporate clients.
Strongly backed by DEPOCEN, the firm has a research team with full capacity
of providing survey, comprehensive and intelligent information, analytic
solutions, and industry research for both domestic and international clients

MARKETINTELLO | VISION AND MISSION
Mission
Vision
A leading research and consultancy firm that excels on rigorous
scientific disciplines, advanced analytical techniques, and real-time
data and information to serve clients
To provide market insights and credible solutions
through market research and consultancy
47

MARKETINTELLO | SERVICES AND CLIENTS
Periodic reports
*Please access website www.marketintello.com for new released reports

MARKETINTELLO|SERVICES AND CLIENTS
Clients

Vietnam's soft drink consumer behavior

More Related Content

What's hot

Viewers also liked

Similar to Vietnam's soft drink consumer behavior

More from MarketIntello

Recently uploaded

Vietnam's soft drink consumer behavior