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Vietnam Insight Collection INTRODUCTION
V I E T N A M I N S I G H T C O L L E C T I O N
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Vietnam Insight Collection INTRODUCTION
Main Contents 08
03
184
04
Introduction
Macro & FMCG Outlook
Nutritional Drinks
Hygiene Products
Cooking Aids
Non-alcoholic Beverages
Beauty Market
Channel Strategy
Tet 2022
08
36
60
80
102
127
146
170
A message from Managing Director
About Kantar & Contributors
T A B L E O F C O N T E N T S
3
Message from Managing Director 3
Vietnam Insight Collection
Welcome to Vietnam Insight Collection 2022!
COVID-19, undeniably, is an unprecedented
global phenomenon posting wide-ranging
effects. With the heavy outbreak in Vietnam
since May of 2021, the pandemic brought
longer and more strictly applied restriction
measures, having severe impacts on the
economy as well as Vietnamese people’s lives.
We witness the disruption in many aspects
and changes in consumer behaviors caused
by the pandemic. The most visible moves
are from out-of-home activities to stay-
home rituals, from on-premise to off-premise
consumption and from offline to online
shopping in order to cope with movement
control orders. It has changed the way people
think, see, care, and behave, posing both
challenges and opportunities for businesses to
survive and to thrive.
The effects were not the same across
industries and sectors. Consumer basket
has shifted towards more essential products
A Message from Our
Managing Director
such as foods, while there is a tendency to
cut spending on nice-to-have products and
bigger ticket items such as beauty and home
appliances. We also observed the rise of
convenience-driven retail with the upsurge
of smaller modern format - minimarket
especially during the lockdown period.
Some of the changes are set to stay, yet we
can expect many of the longer term trends,
which have temporarily cooled as a result of
COVID-19 to come back once the pandemic
settles down. Given the ongoing uncertainty
regarding COVID-19, having a clarity of sight
through behavioral evidence is crucial for us
to anticipate the future.
I’m delighted to share with you Kantar’s
Vietnam Insight Collection 2022 to provide
you a comprehensive read on the impacts
of the pandemic in the short term as well as
consumer changes in the long term, which
will support you to reshape business strategies
in 2022 and beyond.
Fabrice Carrasco
Managing Director, Vietnam & Philippines
Senior Director Asia Strategic Initiatives
Worldpanel Division, Kantar Vietnam
4
Vietnam Insight Collection INTRODUCTION
I N T R O D U C T I O N
5
Vietnam Insight Collection INTRODUCTION
2022 has been an even more challenging year
than its predecessor, something which we could
not have expected a year ago.
Before we talk about any impact it has had on
your businesses and brands, I want to wish you
all the best. I hope that you are well and have
taken some time among all the chaos to look
after yourself and your loved ones which is of
course so valuable and something we should not
overlook.
The 2022 outbreak of COVID-19 has brought
significant challenges to Vietnam.
The Delta variant caused the fourth coronavirus
wave triggered since late April 2021 and it got
increasingly worse over the next months. The
pandemic has left business really suffering, and
with it, the overall economy of Vietnam which
recorded its largest decline in GDP in more than
two decades.
The good news is that things are slowly
rebounding. At time of writing 75% of the
population has been provided the first vaccine,
with over 55% receiving both doses. This is so
important to avoid any further breakouts.
Vietnam’s rebound is likely to be a gradual one,
with the impact felt into 2022 as we look to a
new normal life next year.
Despite the continued rollout of vaccination,
Vietnamese people remain very concerned about
the economic recovery as well as their financial
situation, which is likely to impact their spending
power and behaviors .
As we continue to spend more time at home
consumers continue to reprioritize their needs
and expectations, which will remain important
at least for the next 6-12 months. This represents
emerging opportunities for businesses to tap into.
With Kantar’s Vietnam Insight Collection 2022,
we would like to invite you to have a look back
at some of our key insights covering (1) the
impact the pandemic had across the key FMCG
sectors, (2) how the retail industry evolved during
the long lockdown period, and (3) as we look
forward, what changes in the upcoming Tet and
2022 we should be aware of in order to shed
some light on future trends.
We are proud to keep you updated on changes
in consumer and shopper behaviors, especially
during these unprecedented and uncertain times.
We hope to continue giving you the valuable
foundation to contribute to your success.
Enjoy reading and wish you a prosperous 2022
ahead!
Peter Christou
Commercial Director,
Worldpanel Division, Kantar Vietnam
Dear Friends
and Partners,
6
Vietnam Insight Collection INTRODUCTION
Where are our Insight today
coming from?
Continuous and syndicated tracking
records since 2002
Covering the important Ws
Looking from the perspective of SHOPPERS:
Who are my Category/Brand shoppers?
What do my Category/Brand shoppers buy?
Where do my Category/Brand shoppers buy at?
When do my Category/Brand shoppers buy?
How much do my Category/Brand shoppers
pay for? and do my Category/Brand shoppers
buy on Promotion?
Actual real take-
home purchase
towards more
than 100 FMCG
categories.
Over 940,000
purchases annually
in Urban 4 key cities
and Rural Vietnam.
7
Vietnam Insight Collection INTRODUCTION
At Worldpanel, we measure
the growth of category/ brand/
retailer by this formula
Penetration Spending per
buyer
Frequency Trip size
8
Vietnam Insight Collection INTRODUCTION
M A C R O & F M C G O U T L O O K
W H A T ’ S N O W ?
Macro & FMCG Outlook
What’s Now?
10
Vietnam Insight Collection
Number of Covid-19 cases hit record high under
wave 4, resulting in impacts on economy, society
and consumer lives
0
5000
10000
15000
20000
25000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
0-Jan
28-Apr
2-M
ay
6-M
ay
10-May
14-May
18-May
22-May
26-May
30-May
3-Jun
7-Jun
11-Jun
15-Jun
19-Jun
23-Jun
27-Jun
1-Jul
5-Jul
9-Jul
13-Jul
17-Jul
21-Jul
25-Jul
29-Jul
2-Aug
6-Aug
10-Aug
14-Aug
18-Aug
22-Aug
26-Aug
30-Aug2
3-Sep
7-Sep
11-Sep
15-Sep
19-Sep
23-Sep
27-Sep
1-Oct
5-Oct
9-Oct
13-Oct
17-Oct
21-Oct
25-Oct
29-Oct
HCMC applied
directive 15 & 16
(in some places)
HCMC applied
directive 10 HCMC imposed
MCO under stricter
directive 16
HCMC banned
people from going
outdoors at night
HCMC began strict social
distancing measures
under directive 11 with
the military manning
several checkpoints
HCMC extended MCO
under stricter directive
16 for 1 month
Daily Confirmed COVID 19 Cases in Vietnam
HCMC banned the
gatherings of more than 20
people at public places
HCMC extended
directive 15
for 2 weeks
HCMC first
implemented social
distancing
Cumulative Death Cases in Vietnam With wave 4’s Historical events in HCMCv
100%
1 dose Fully
vaccinated
79.2%
Vaccinated rate in HCMC (updated to 31 Oct)
Source: Vietnam briefing | Vnexpress MCO*: Movement control order
Macro & FMCG Outlook
What’s Now?
11
Vietnam Insight Collection
The wave 4 has caused deep
economic impacts across APAC
Among the Asian countries, China has covered 75%,
Malaysia is at 71% and Cambodia is at 75%.
Source: Worldometers; IMF; Reuters; Kantar COVID-19 Global Barometer
			 https://vneconomy.vn/tang-truong-gdp-ca-nam-2021-du-bao-chi-dat-1-9.htm
Q22. Thinking about your household income, that is the income of everyone in your household, which one of these
statements comes closest to your current situation? - *Global % includes countries tracked in the Barometer Wave 9
Global Philippines Indonesia India Vietnam Thailand Singapore Korea Australia Japan
2021 GDP
growth forecast
6.9% 4.3% 12.5%
3.5-4%
from 6.5%
early 2021
2.6% 5.2% 3.6% 4.5% 3.3%
% HH income
impacted
(Apr 2021)
56%* 82% 82% 73% 72% 67% 41% 37% 37% 24%
% PIB related to
Tourism
13% 4% 5% 9% 20% 11% 5% 3% 8%
% fully
vaccinated
(Nov 2021)
24% 25% 6.7% 11% 41% 80% 77% 67% 74%
<2% from
6.5% early
2021
53.99%
Macro & FMCG Outlook
What’s Now?
12
Vietnam Insight Collection
Impact: Economic situation
& employment
The huge outbreak of wave 4 bring many challenges for the country, resulting
in a sharp GDP decline in Q3 and a high pressure on some economic areas
such as employment, export & investment coupled with an increase of CPI.
Thanks to lifting restrictions and reopening society in early October, Vietnam
economy is expected to recover gradually in the coming months and sustain
a GDP growth of +3.5-4% in 2021.
Reuters
Around 90,000 businesses suspended operations or went
bankrupt in the January-September period, the GSO
said. Among them, 32,400 were dissolved, up 17.4% from
a year earlier.
It said the unemployment rate rose to 3.43% in the third
quarter from 2.40% in the second quarter.
According to the GSO, exports in September likely fell
0.6% from a year earlier to $27 billion and the industrial
production index dropped 5.5%.
GDP
2021 forecast:
<2%
CPI
2021 forecast:
<+3%
Macro Matters
Vietnam posts record GDP slump
in Q3 due to COVID-19 curbs
2.6
4.5 4.5
6.6
-6.2
Q3'20 Q4'20 Q1'21 Q2'21 Q3'21
7.0
2.9
1.4
2019 2020 YTD
2021
2.8
3.2
1.8
2019 2020 YTD
2021
3.2
1.4
0.3
2.7
2.5
O3'20 Q4'20 Q1'21 Q2'21 Q3'21
Source: Reuters
Source: GSO https://www.gso.gov.vn/en/data-and-statistics/2021/10/socio-economic-situation-in-the-third-quarter-and-nine-months-of-2021/
			 VOV https://vov.vn/kinh-te/kinh-te-viet-nam-khong-the-chi-mai-lo-phong-thu-874461.vov
			 https://vneconomy.vn/tang-truong-gdp-ca-nam-2021-du-bao-chi-dat-1-9.htm
Macro & FMCG Outlook
What’s Now?
13
Vietnam Insight Collection
Impact: Consumer perspective Consumer confidence on economic situation is still impacted compared
to normal level, even if we see slighter improvements starting from mid
September.
The economic situation will be better or the
same as today in the next 12 months
Start of
Wave 1
Start of
Wave 4
88 84
42
80
62
74
81
60
65
Q3'19 Q4'19 Q1'20 Q2'20 Q3'20 Q4'20 Q1'21 Q2'21 Q3'21
Source: Worldpanel Division | Consumer Confidence Survey | Urban Vietnam 4 key cities | MAT Q2’21 | Field work from 6 – 20 September
% Vietnamese households agree in Urban 4 key cities
Macro & FMCG Outlook
What’s Now?
14
Vietnam Insight Collection
Impact: Consumer perspective In terms of financial health, over half of households now struggled financially,
reaching an all-time high over the past three years, triggering further needs
for savings, which is most likely to impact their shopping behavior and plan
for coming Tet.
How do you evaluate the current financial
situation of your Household?
Financial constraint arises significantly across
income groups in both HCMC & Hanoi. The
lower income the more pessimistic.
1st COVID
impact
Recent
COVID
impact
Stricter
lockdown
measures
% Vietnamese households agree in Urban 4 key cities
8 6 6 5 6 5 7 4 2
20
17
10 13 12 15
16
11
8
57
59
51
53
47
51
52
45
37
14 17
27
25
29
26
23
33
37
1 2 7 4 5 4 3 7
17
Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021
We are not doing well at all
We need to deprive ourselves sometimes
It comes out correctly
We have enough money to allow us some
extras once in a while
No financial worries, we don’t need to pay
attention
Source: Worldpanel Division | Consumer Confidence Survey | Urban Vietnam 4 key cities | MAT Q2’21 | Field work from 6 – 20 September
Macro & FMCG Outlook
What’s Now?
15
Vietnam Insight Collection
Impact: Consumer perspective In line with economic situation, concerns over income & job security and food
price continue escalating drastically while food safety and pollution which
were used to be among the top concerns fall much behind in priority rank
Currently what do you consider to be the
biggest concerns you and your household
is likely to face?
Source: Worldpanel Division | Consumer Confidence Survey | Urban Vietnam 4 key cities | MAT Q3’21 | Field work from 6 – 20 September
0
10
20
30
40
50
60
Disease /
Sickness
HH Income Job security Food Safety Cost of Food Increasing costs Natural Disaster Environmental
Pollution
Price of Oil Diseases in
livestock
%
Key
Decision
Maker
Agree
Q3_2020
Q2_2021
Q3_2021
Macro & FMCG Outlook
What’s Now?
16
Vietnam Insight Collection
Impact: Consumer spending Consumers continue to prioritize for Food as one of the most essential items
which is the key source of recovery growth of domestic demand.
Retail Sales of Consumer Goods & Services Consumer Goods - By Sectors
Monthly Growth – YoY – GSO Vietnam YTD Sep’21 – YoY – GSO Vietnam
-6.6
-19.8
-33.7
6.5
-40
-30
-20
-10
0
10
20
30
40
Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21
Recent
COVID
impact
Some
restrictions
eased
YTD Sep’21 vs YA: -7.1%
Source: GSO Vietnam
4.1
-12.6
-10.4
-6.2
-20.0 -10.0 0.0 10.0
Food
Households Appliances
Garment
Vehicles & spare parts
YTD Sep'20 YTD Sep'21
Macro & FMCG Outlook
What’s Now?
17
Vietnam Insight Collection
FMCG spending on in-home consumption surges in reaction
to the complicated turns of COVID-19, especially in Urban,
yet start to return to pre-pandemic level
Index vs pre-covid week (average week of April 2019)
– Weekly FMCG spending (Urban 4 key cities)
Week
ending
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities & Rural Vietnam
80
90
100
110
120
130
140
150
160
170
180
7-Apr
28-Apr
19-M
ay
9-Jun
30-Jun
21-Jul
11-Aug
1-Sep
22-Sep
13-Oct
3-Nov
24-Nov
15-Dec
5-Jan
26-Jan
16-Feb
8-Mar
29-Mar
19-Apr
10-May
31-M
ay
21-Jun
12-Jul
9-Aug
30-Aug
20-Sep
11-Oct
1-Nov
22-Nov
13-Dec
3-Jan
24-Jan
14-Feb
7-M
ar
28-Mar
18-Apr
9-May
30-M
ay
20-Jun
11-Jul
1-Aug
22-Aug
12-Sep
3-Oct
2020 2021
2019
Wave 1 Wave 2 Wave 4
Tet
period
Tet
period
Wave 3
Urban 4 key cities
Rural
10-Oct
Macro & FMCG Outlook
What’s Now?
18
Vietnam Insight Collection
Packaged Food and Dairy benefit the most from the
“stay-home” economy while Beverage suffers again despite
a slight recovery in early 2021
% Value growth of FMCG by sectors
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam & Rural Vietnam | Data updated September 12th 2021
URBAN 4 CITIES RURAL
Dairy
Beverages
Packaged Food
Personal Care
Home Care
8
-3
14
0
3
-18
19
-3
52
9
-1
-14
4 3
-17
2020 H1'21 12 we Sep 2021
11
3
11
1 1 1
12
1
12
17
10
17
10
0
10
2020 H1'21 12 we Sep 2021
Macro & FMCG Outlook
What’s Now?
19
Vietnam Insight Collection
Cooking Aids & Instant Foods are remarkably getting more
relevance, leading the growth of Packaged Foods
Top 20 fastest growing categories in wave 4 of COVID-19
(Based on value change vs YA – 12 we 15/8/2021)
URBAN 4 CITIES RURAL
Dairy
Beverages
Packaged Food
Personal Care
Home Care
1 Hybrid Drink
2 Canned Food
3 Pasta
4 Instant Noodle
5 Mayonnaise
6 Rice Soup
7 Processed Sausage
8 Packaged Bread
9 Margarine
10 Soya Sauce
11 Ketchup
12 Biscuits & Cakes
13 Hand Washing
14 Sugar
15 Confectionary (candy)
16 Oyster Sauce
17 Meal Maker
18 Chilli Sauce
19 Granules
20 Drinking Yogurt
1 Hybrid Drink
2 Canned Food
3 Hand Washing
4 Pasta
5 Sugar
6 Instant Noodle
7 Diaper
8 Chilli Sauce
9 Sanitary Protection
10 Cup Yogurt
11 Toilet Cleaner
12 Rice Soup
13 Shampoo
14 Cooking Oil
15 IFT Milk Powder
16 Drinking Yogurt
17 Dishwashing Liquid
18 Granules
19 Liquid Milk
20 Biscuits & Cakes
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam & Rural Vietnam | Data updated August 15th 2021
Macro & FMCG Outlook
What’s Now?
20
Vietnam Insight Collection
However, not all brands are winning. Brands need to
continuously ensure products’ presence and highlight their
differentiation
Top 5 brands’ share
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam & Rural Vietnam | Data updated August 15th 2021
Stock whatever brands
Low differentiation between brands
stock whatever available.
Wave 1 to Big brands but no longer
Strictness in movement control and increasing
panic level open doors for smaller ones
Big Brands wins
Strong availability for top brands, with
strong loyalty support from consumers
2019 COVID Wave 1
(Mar+Apr'20)
H2'20 COVID Wave 4
(Jun+Jul+Aug'21)
Stock whatever brands
Wave 1 to Big brands but no longer
2019 COVID Wave 1
(Mar+Apr'20)
H2'20 COVID Wave 4
(Jun+Jul+Aug'21)
Big Brands wins
2019 COVID Wave 1
(Mar+Apr’20)
COVID Wave 4
(Jun+Jul_Aug’21)
H2’20 2019 COVID Wave 1
(Mar+Apr’20)
COVID Wave 4
(Jun+Jul_Aug’21)
H2’20 2019 COVID Wave 1
(Mar+Apr’20)
COVID Wave 4
(Jun+Jul_Aug’21)
H2’20
Sugar Pasta
Canned
Food
Processed
Sausage
Soya
Sauce
Liquid
Milk
Instant
Noodle
Juices
Cooking
Oil
Toothpaste
Sanitary
Protection
Fish Sauce
Instant
Coffee
Dishwashing
Liquid
Floor
Cleaner
Hand
Washing
Mouth
Rinse
Macro & FMCG Outlook
What’s Now?
21
Vietnam Insight Collection
Minimart and online surges in 2020 and continue growth in
H1’21. The growth is even more accelerated in wave 4 with
stricter movement control
% Value growth of FMCG by channel (Urban 4 key cities)
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated September 12th 2021
30.5
7.6
89.6
60.4
48.2
63.3
-80.0
-60.0
-40.0
-20.0
0.0
20.0
40.0
60.0
80.0
100.0
2020 H1'21 12 we P9'21
All Retailers Street Shops Wet Market Hyper & Super Minimarket Online
in the new normal?
W H A T ’ S N E X T ?
Macro & FMCG Outlook
What’s Next?
23
Vietnam Insight Collection
Shoppers’ spending power has been consistently increasing
over the P5Y. Will it continue to happen in 2022?
What’s next in 2022?
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam & Rural Vietnam | Data updated August 15th 2021
FMCG Monthly Spending (000VND/houshold)
1,395 1,390 1,425
1,488
1,555
762
806
856
904
974
2017 2018 2019 2020 YTD P8'21
Macro & FMCG Outlook
What’s Next?
24
Vietnam Insight Collection
The working from home post pandemic effect is likely to
increase CPG take-home growth by at most 2% points
Basis: 31 country average not size weighted where Q2 with highest CPG growth used to estimate full lockdown;
Semi-open estimate is minimum quarterly growth in second half of 2020.
Applying linear daily rates e.g. 4 at home instead of 7. 2 days for illustration – no hard evidence available today
Average Annual
Total CPG
Growth
Full | Stay at Home |
Essential Shops Only Open
COVID-19
POST-COVID
Semi–Open | Stay Vigilant |
All Shops Open with COVID restrictions
From 5 to 2 days working from home |
With Semi-Open Growth Applied
Pre-Pandemic (2019 v 2018)
(typical average growth rate)
Expectation: more eating-out locallyand increasing use of
food delivery services of all kinds
Average Increase in CPG growth
Source: Winning Omnichannel 2021 - https://www.kantarworldpanel.com/cn-en/publications/Reports
0% 2% 4% 6% 8% 10% 12% 14% 16%
Min ---------- Max
1.9% 3.3% 12.8%
Macro & FMCG Outlook
What’s Next?
25
Vietnam Insight Collection
Market dynamics that are still relevant after Wave 4 ...
Priorization on
Essential items
1 2
Fiercer Innovation
landscape
3
Home is the
new store
Macro & FMCG Outlook
What’s Next?
26
Vietnam Insight Collection
#1 | 
Priorization on
Essential items
Although more and more items are adopted, shoppers at the
same time are deprioritizing a list of non-essential categories.
This results in not much change in number of FMCG
categories per household
Average No. of Category Bought per Household
URBAN 4 CITIES RURAL
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
2017 2018 2019 2020 MAT
Aug 2021
42.8 42.9
41.9 42.0
2016
43.0 42.8
2017 2018 2019 2020 MAT
Aug 2021
33.0
33.1
33.0
33.2
2016
33.7 33.5
Macro  FMCG Outlook
What’s Next?
27
Vietnam Insight Collection
#1 | 
Priorization on
Essential items
Not all categories can recruit more buyers at the same
speed as before ...
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021
RTD Tea,
DKY,
RTD coffee,
nut-based drink
Packaged Bread, Instant
Congee. sausage
Oyster sauces, ketchup
Bottle Water,
Juices,
Snack  Nuts
Liquid TFD,
RTD GUM
Pasta (Non-seasoned
noodles  pasta),
Sweetened Condensed,
Instant Coffee
Magarine
Category Penetration change
% CAGR growth of Food sector
2019 vs 2018
Average number category bought
MAT P8’21
vs YA
FOOD SECTOR
2017 2018 2019 2020 MAT
Aug 2021
26.8 26.9
26.4 26.7
2016
27.5 27.8
4.8 4.6
2017-2020 MAT Aug 2021
-3
-2
-1
0
1
2
3
4
5
6
7
-6 -4 -2 0 2 4 6 8
Growth
Upholder
COVID
Accelerator
Hindered
Macro  FMCG Outlook
What’s Next?
28
Vietnam Insight Collection
#1 | 
Priorization on
Essential items
More and more buyers are lapsing out of Personal Care
categories, especially for Beauty items
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021
Box tissue
Toilet cleaner
Glass Cleaner
Bar soap, Deodorant
Sun Protection
Lipstick
Eye make-up
Facial Cleanser/Make-
up Remover
Hair Colorant
Hand Sanitizer, Mouth
Rinse
Category Penetration change
% CAGR growth of Non-Food sector
2019 vs 2018
Average number category bought
MAT P8’21
vs YA
NON-FOOD SECTOR
2017 2018 2019 2020 MAT
Aug 2021
16.0 16.0
15.5
15.4
2016
15.5
15.0
7.4
5.5
2017-2020 MAT Aug 2021
-4
-3
-2
-1
0
1
2
3
4
5
-7 -5 -3 -1 1 3 5
Growth
Upholder
COVID
Accelerator
Hindered
Macro  FMCG Outlook
What’s Next?
29
Vietnam Insight Collection
#2 | 
Fiercer Innovation
Landscape
FMCG witnesses new news in every hour. In 2020, there are ~
10 thousands of new products being launched which is 20%
higher than last year
• New launches are counted based on new brand, variant, pack size, pack type
• Relaunches are included
• These launches/relaunches are not necessarily recorded in HH Panel.
Source: Worldpanel Division | Household Panel | Urban 4 key cities | FMCG 2020
5,909 7,845 8,238 9,998
16.2 21.5 22.6 27.4
new launches new launches new launches new launches
new bees/day new bees/day new bees/day new bees/day
2019
2018 2020
2014 2019
2018 2020
2014
Macro  FMCG Outlook
What’s Next?
30
Vietnam Insight Collection
#2 | 
Fiercer Innovation
Landscape
A minimum requirement of 3.1% Penetration and 21.7%
Repeated Rate is needed for your NPDs to be considered
successful
And only 1 out of 10 NPDs are able to
perform beyond the benchmark
Source: Worldpanel Division | Household Panel | Urban 4 key cities | FMCG 2020
3.1%
4.6%
21.7%
25.5%
Trial and Repeat Rate benchmark
for the first year
# of NPDs meeting the Trial or Repeat Rate
benchmark for the first year
(in 2020)
(in 2014)
Trial Rate Repeat Rate
Macro  FMCG Outlook
What’s Next?
31
Vietnam Insight Collection
#3 | 
Home is the new store Buyers have a wider choice in shopping destination,
opportunity for emerging channel to further growth and the
importance for manufacturers/ brands to be omnipresent
Nearly 1/3 of households in
Urban 4 key cities shop in at
least 7 channels per year.
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021
URBAN 4 CITIES
12.9 13.1 11.8 11.3
33.7 30.6 29.2 29.1
30.8 33.7
31.3 30.7
17.6 17.5
19.5 20.8
5.6 5.9 8.9 8.7
2018 2019 2020 MAT Aug
2021
3 channels
3-4 channels
5-6 channels
7-8 channels
9 channles
Macro  FMCG Outlook
What’s Next?
32
Vietnam Insight Collection
Buyers have a wider choice in shopping destination,
opportunity for emerging channel to further growth and the
importance for manufacturers/ brands to be omnipresent
Minimarket performance
URBAN 4 CITIES RURAL
% Buyers
% Buyers % Buyers
Frequency
Frequency Frequency
0
2
4
6
8
10
12
14
16
0
10
20
30
40
50
60
70
80
2016 2017 2018 2019 2020 MAT
P8'21
0
1
2
3
4
5
6
7
8
0
5
10
15
20
25
2016 2017 2018 2019 2020 MAT
P8'21
#3 | 
Home is the new store
Macro  FMCG Outlook
What’s Next?
33
Vietnam Insight Collection
Online is expecting to continue gaining share. In mature
markets such as China or Korea, Online now contributes up
to ~ 30% market value
Source: Asia Omnichannels 2021 – Module 1
Bubble Size = Online Frequency
Indonesia
Thailand
Vietnam Urban
Vietnam Rural
China
Korea
Taiwan
0
5
10
15
20
25
30
0 10 20 30 40 50 60 70 80 90 100
Online
Share
of
FMCG
Online
penetration
Online performance across markets
#3 | 
Home is the new store
Macro  FMCG Outlook
What’s Next?
34
Vietnam Insight Collection
Online is an important channel for Personal Care categories
and emerging for Homecare products, esp. for detergent
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021
Top 4 outperforming categories in Online for in-home FMCG
purchase base on…
The highest penetration
(in MAT Aug 2021)
Shampoo Shampoo
Detergent
Facial Moisturizer Facial Cleanser
Facial Cleanser
Detergent Biscuits  Cakes
The fastest growing penetration
(Gaining points - MAT Aug 2021 vs YA)
11.9
10.0
+4.6
+3.4
11.5
9.4
+4.4
+3.1
#3 | 
Home is the new store
Macro  FMCG Outlook 35
Vietnam Insight Collection
What have we cover so far?
• 
The ongoing Covid wave has many negative impacts on
Vietnam economy in many different aspects.
• 
Under the strict social distancing measures, people are not
allowed to leave their homes in many areas, which result
in massive increase of take-home FMCG spend coming
from higher in-home consumption demand and especially
higher need of stocking up.
• 
In FMCG, Packaged food has been purchased more the
most and is followed by Dairy based products. Meanwhile,
personal care and beverage are always the 2 sectors
suffering from covid impact.
• 
Top growing categories are mostly cooking aids,
convenient food, RTD milk and hygiene related ones. The
changes in brand choice in each category are dependent
mostly on the level of stocking up and product availability.
• 
Minimarket and online channel, with many advantages
in terms of accessibility and delivery capacity, has been
accelerating during lockdown period.
• 
FMCG is expected to grow in coming year and there
are different growth scenarios which depend on Covid
situation and level of mobility.
• 
Shoppers will go shopping less often and spend more per
trip, which indicates both challenges and opportunities for
brands in terms of capturing shoppers in stores.
• 
Although people are spending more, they are not buying
more categories. However, their chosen category list is
changed and will be changed in coming time as people
might have new habits, new needs post Covid.
• 
Brands keep innovating and shoppers are having many
more choices. Therefore; new products face more
challenges to attract shoppers and existing brands also
have more difficulties to sustain shopper loyalty.
• 
Channel landscape continues to change with the
impressive growth from Minimarket and E-commerce.
These 2 channels will soon be new reality in Rural as well.
What’s
Now?
What’s
Next?
Nutritional Drinks
What’s Now?
36
Vietnam Insight Collection
N U T R I T I O N A L D R I N K S
Nutritional Drinks 37
Vietnam Insight Collection
Before we jump into the
Nutrition market…
What are in Nutrition?
Nutrition includes Dairy-based products and Dairy Alternatives
such as plant-based, chocolate malt-based products.
OTHER
FORMAT
LIQUID
FORMAT
LIQUID MILK
RTD GUM
LIQUID CHOCOLATE-MALT-BASED (Liquid CMB)
DRINKING YOGURT
FRUITY MILK
SOYA MILK
LIQUID RNGS (Rice, Nuts, Grains, Seeds exclude Soy)
MILK POWDER FOR KID
MILK POWDER FOR ADULT
CUP YOGURT
CONDENSED MILK
POWDER CHOCOLATE-MALT-BASED (Powder CMB)
W H A T ’ S N O W ?
Nutritional Drinks
What’s Now?
39
Vietnam Insight Collection
Higher spending as well as bigger trip size for
each shopping trip drive the growth of Nutrition
Weekly Nutrition – Index vs pre-covid week (average week of April 2019)
URBAN 4 CITIES RURAL
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
2020 2021
2019
50
60
70
80
90
100
110
120
130
140
150
160
170
5-May
2-Jun
30-Jun
28-Jul
25-Aug
22-Sep
20-O
ct
17-Nov
15-Dec
12-Jan
9-Feb
8-M
ar
5-Apr
3-May
31-May
28-Jun
2-Aug
30-Aug
27-Sep
25-Oct
22-Nov
20-Dec
17-Jan
14-Feb
14-M
ar
11-Apr
9-M
ay
6-Jun
4-Jul
1-Aug
Week
ending
Tet
period
Tet
period
Wave 1 Wave 2 Wave 3 Wave 4
2020 2021
2019
50
60
70
80
90
100
110
120
130
140
150
160
170
5-May
2-Jun
30-Jun
28-Jul
25-Aug
22-Sep
20-O
ct
17-Nov
15-Dec
12-Jan
9-Feb
8-M
ar
5-Apr
3-May
31-May
28-Jun
2-Aug
30-Aug
27-Sep
25-Oct
22-Nov
20-Dec
17-Jan
14-Feb
14-M
ar
11-Apr
9-M
ay
6-Jun
4-Jul
1-Aug
Week
ending
Tet
period
Tet
period
Wave 1 Wave 2 Wave 3 Wave 4
Penetration % Frequency Spend per trip No. unit per trip
Nutritional Drinks
What’s Now?
40
Vietnam Insight Collection
Across cities and regions, spending for Nutrition increases
significantly during Covid Waves. Central areas where the
pandemic hit heavily last year, are slowing down in terms of
growth during the first 6 months of 2021
% Value growth of Nutrition Segment by cities/ regions (vs YA)
URBAN 4 CITIES RURAL
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
2020 H1’21 12 we Aug 2021
8 7
10
13
11
4
-4 -3
-12
11
13
11
16
12
21
-15
-10
-5
0
5
10
15
20
25
Total Urban 4
cities
HCMC Hanoi Danang Cantho
10
8
17
7
3
9
0 1
12 13
5
16
-15
-10
-5
0
5
10
15
20
25
Total Rural North Central South
7
10
13
11
4
-4 -3
-12
11
13
11
16
12
21
Urban 4
ies
HCMC Hanoi Danang Cantho
Nutritional Drinks
What’s Now?
41
Vietnam Insight Collection
In that context, Households with higher income spend more
on Nutrition, reflected by the significant growth of last year
and the latest 3 months
% Value growth of Nutrition Segment by income (vs YA)
URBAN 4 CITIES RURAL
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
2020 H1’21 12 we Aug 2021
8
6
10
4
-1
-3
13
14
16
Total Urban 4 cities HH income  17
million VNĐ
HH income  17
million VNĐ
10
6
14
3
-1
6
12
9
14
Total Rural HH income  7
million VNĐ
HH income  7
million VNĐ
8 7
10
13
11
4
-4 -3
-12
11
13
11
16
12
21
l Urban 4
cities
HCMC Hanoi Danang Cantho
8
6
10
4
-1
-3
13
14
16
Total Urban 4 cities HH income  17
million VNĐ
HH income  17
million VNĐ
8
6
10
4
-1
-3
13
14
16
Total Urban 4 cities HH income  17
million VNĐ
HH income  17
million VNĐ
Nutritional Drinks
What’s Now?
42
Vietnam Insight Collection
Besides, spending on Nutrition among households with small
kids usually increases during Covid Waves in both areas. The
difference appears when coming to families with bigger kids
 the mature ones
% Value growth of Nutrition Segment by child presence (vs YA)
URBAN 4 CITIES RURAL
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
2020 H1’21 12 we Aug 2021
8 8
1
16
4
-6
2
-5
13
11
19
10
Total Urban 4
cities
HH with
kid  4 YO
HH with
kid 4-12 YO
HH without kid
= 12 YO
10 11
2
19
3
5
-1
3
12
24
-3
-1
Total Rural HH with
kid  4 YO
HH with
kid 4-12 YO
HH without kid =
12 YO
7
10
13
11
4
-4 -3
-12
11
13
11
16
12
21
rban 4
ies
HCMC Hanoi Danang Cantho
8
6
10
4
-1
-3
13
14
16
Total Urban 4 cities HH income  17
million VNĐ
HH income  17
million VNĐ
Nutritional Drinks
What’s Now?
43
Vietnam Insight Collection
Convenience, immunity booster,
added nutrients are more chosen
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Liquid Format % Value growth of RTD (Ready-to-drink) Nutrition (vs YA)
Liquid Milk
Fruity Milk Soya Milk Liquid CMB
RTD GUM Drinking Yogurt Liquid RNGS
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Urban 4 key cities
Rural
2020
H1’21
12 we Aug 2021
Nutritional Drinks
What’s Now?
44
Vietnam Insight Collection
For Non-liquid format, Milk Powder and Sweetened
Condensed Milk are stocked the most. Another category
is on the rise in Wave 4 is Cup Yogurt, emphasizes the
importance of immune system health in the uncertainty
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Non-liquid Format % Value growth of Nutrition (vs YA)
Milk Powder for Adult Milk Powder for kids Sweetened Condensed Milk Cup Yogurt Powder CMB
2020 H1’21 12 we Aug 2021
Urban 4 key cities Rural
Nutritional Drinks
What’s Now?
45
Vietnam Insight Collection
Compared to last year, the restriction on people going out lasted
longer, GT formats temporarily stopped serving leading to a higher
demand for shopping at MT channels. For nutrition, minimarkets,
MT mom and baby shop chains and Online benefited the most
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Urban 4 Cities % Value growth of Nutrition Segment by channel (vs YA)
8
-4
13
5
-6
9
17
-13
-35
-7
10 10
17
-14 -14
15
3
69
39
7
79
58
31
51
2020 H1'21 12 we Aug 2021
All Retailers Street Shops Wet Market Dairy Specialty Hyper  Super Minimarket MT Baby Product Specialty Online
8
-4
13
5
-6
9
17
-13
-35
-7
10 10
17
-14 -14
15
3
69
39
7
79
58
31
51
2020 H1'21 12 we Aug 2021
All Retailers Street Shops Wet Market Dairy Specialty Hyper  Super Minimarket MT Baby Product Specialty Online
Nutritional Drinks
What’s Now?
46
Vietnam Insight Collection
Within MT channels, with such tremendous growth, small MT
formats suddenly have a transformation in terms of position
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam
Urban 4 Cities Nutrition Drinks - % Value share by channel
Wave 1 Wave 2 Wave 4
0
2
4
6
8
10
12
14
16
18
20
Jan-19
Feb-19
M
ar-19
Apr-19
M
ay-19
Jun-19
Jul-19
Aug-19
Sep-19
O
ct-19
N
ov-19
Dec-19
Jan-20
Feb-20
M
ar-20
Apr-20
M
ay-20
Jun-20
Jul-20
Aug-20
Sep-20
O
ct-20
N
ov-20
Dec-20
Jan-21
Feb-21
M
ar-21
Apr-21
M
ay-21
Jun-21
Jul-21
Aug-21
Hyper  Super
Minimarket
MT Baby Product Specialty
Online
2019 2020 2021
Tet
period
Tet
period
Tet
period
Wave 3
W H A T ’ S N E X T ?
Nutritional Drinks
What’s Next?
48
Vietnam Insight Collection
Consumption
development
1 2
Innovation for
growth
3
Channel choice
Nutritional Drinks
What’s Next?
49
Vietnam Insight Collection
Nutrition market has been growing over
5 years, mostly driven by Rural
URBAN 4 CITIES RURAL
Nutrition market - Spend per household each month (000 VND)
Nutrition market - Volume per capita each month (L)
467 450 434 451 468
-
5 0
1 0
0
1 5
0
2 0
0
2 5
0
3 0
0
3 5
0
4 0
0
4 5
0
5 0
0
2016 2017 2018 2019 2020
205 209 226 249 266
-
5 0
1 0
0
1 5
0
2 0
0
2 5
0
3 0
0
3 5
0
4 0
0
4 5
0
5 0
0
2016 2017 2018 2019 2020
467 450 434 451 468
-
5 0
1 0
0
1 5
0
2 0
0
2 5
0
3 0
0
3 5
0
4 0
0
4 5
0
5 0
0
2016 2017 2018 2019 2020
205 209 226 249 266
-
5 0
1 0
0
1 5
0
2 0
0
2 5
0
3 0
0
3 5
0
4 0
0
4 5
0
5 0
0
2016 2017 2018 2019 2020
2.8 2.7 2.6 2.6 2.7
0.0
1.0
2.0
3.0
2016 2017 2018 2019 2020
1.6 1.7 1.8 1.8 1.9
0.0
1.0
2.0
3.0
2016 2017 2018 2019 2020
2.8 2.7 2.6 2.6 2.7
0.0
1.0
2.0
3.0
2016 2017 2018 2019 2020
1.6 1.7 1.8 1.8 1.9
0.0
1.0
2.0
3.0
2016 2017 2018 2019 2020
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam
Nutritional Drinks
What’s Next?
50
Vietnam Insight Collection
Consumer’s nutrition basket has been stable in terms of the number
of categories. Besides, value spending for nutrition categories are
quite similar between areas
URBAN 4 CITIES RURAL
Nutrition market - Value share by categories
Nutrition market - Number of Cat per household
5.0 4.8 5.1
-100.0
0.0
5.0
10.0
2015 2018 2020
4.0 4.0 4.1
0.0
0.0
2.0
4.0
6.0
2015 2018 2020
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam
11%
28%
28%
6%
5%
8%
4%
6% Milk Powder for Adult Milk Powder for Kid
Liquid Milk Sweetened Condensed Milk
Drinking Yogurt Cup Yogurt
RTD GUM Fruity Milk
Soya Milk Powder CMB
Liquid CMB Liquid RNGS
9%
25%
27%
5%
6%
4%
9%
6%
5%
11%
28%
28%
6%
5%
8%
4%
6% Milk Powder for Adult Milk Powder for Kid
Liquid Milk Sweetened Condensed Milk
Drinking Yogurt Cup Yogurt
RTD GUM Fruity Milk
Soya Milk Powder CMB
Liquid CMB Liquid RNGS
Nutritional Drinks
What’s Next?
51
Vietnam Insight Collection
Zoom into each demographic group, there’s a huge gap in
spending level, generate an opportunity for consumption
development by different demographic groups
URBAN 4 CITIES RURAL
Spend per household per year (000 VND) - 2020
By Income
By Child Presence
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam
3.9
5.1
6.1
7.3
2020
HH income
10 mil
HH income
10-17 mil
HH income
17-26 mil
HH income
26 mil
2.0
3.1 3.3
4.7
2020
HH income
4 mil
HH income
4-7 mil
HH income
7-12 mil
HH income
12 mil
11.4
5.6
3.0
-
5.0
10.0
15.0
20.0
2020
HH with kid
4 YO
HH with kid
4-12 YO
HH without
kid 12 YO
7.2
2.9
1.4
-
5.0
10.0
15.0
20.0
2020
HH with kid
4 YO
HH with kid
4-12 YO
HH without
kid 12 YO
Nutritional Drinks
What’s Next?
52
Vietnam Insight Collection
In this context, Drinking Yogurt,
RTD Gum  RNGS Liquid are
categories that have grown
well over the years and still
have room to expand their
buyer base in the future
Nutrition Categories performance – MAT Aug’21
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam
*CAGR 3 years = Compound Annual Growth rate using historical data of market value in the last 3 years to calculate
Categories CAGR in 3 years % Penetration
Adult Milk Powder  +3% 28
IFT Milk Powder  +3% 24
Liquid Milk  +1% 89
RTD GUM  +5% 13
Sweetened
Condensed Milk
+3% 86
Drinking Yogurt
 Fruity Milk
+15% 59
Cup Yogurt  0% 80
Powder TFD  +4% 21
Liquid TFD  +3% 46
Soya Milk  -2% 45
Liquid RNGS +31% 17
CAGR in 3 years % Penetration
+10% 22
+6% 22
0% 73
+11% 17
+1% 68
+19% 43
-1% 51
+1% 10
+3% 33
-1% 54
+8% 6
Urban 4 Key Cities Rural
The growth recipe of these 3 categories is the
continuous effort of launching new products
from manufacturers
Nutritional Drinks
What’s Next?
53
Vietnam Insight Collection
Although not as many new launches as other sectors, innovations in
the nutrition industry have also reached remarkable achievements
focusing on new brands, new flavors, less/no sugar variants
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam
Number of New launches by sectors
(number in blanket is % growth vs YA)
Common characteristics of successful new
products within Dairy sector
New brands Less sugar
New Flavor
• New launches are counted based on new brand, variant, pack size, pack type
• Relaunches are included
• These launches/relaunches are not necessarily recorded in HH Panel.
3835
3274
1211
882 796
Personcal
Care
Packaged
Foods
Beverages Home
Care
Dairy
(+19%)
(+55%)
(+16%)
(+18%)
(+16%)
Nutritional Drinks
What’s Next?
54
Vietnam Insight Collection
New brands help develop
market, especially for the
developing categories
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam
NEW BRANDS
% source of volume growth
65
35
Urban
4 Cities
70
30
89
11
Urban
4 Cities
Rural
72
28
77
23
Urban
4 Cities
Rural
Kun Fruity Milk
Kun CMB
Dalat Milk UHT Milk
Market development
Winning category's
competitors
Market development
Winning category's
competitors
List of products from left to right based on
increasing penetration % of the category
Nutritional Drinks
What’s Next?
55
Vietnam Insight Collection
94
6
Less Sugar plays the role
of expanding the market,
category with bigger
buyer base shows this role
even more clearly
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam
LESS SUGAR
List of products from left to right based on
increasing penetration % of the category
% source of volume growth
Urban
4 Cities
Fami Less Sugar
Milo Less Sugar
TH True Milk Less Sugar
Market development
Winning category's
competitors
Market development
Winning category's
competitors
58
42
28
72
Urban
4 Cities
Urban
4 Cities
Nutritional Drinks
What’s Next?
56
Vietnam Insight Collection
Among the top successful
product launches, new flavors
are popular, helping to keep
the brand fresh in the eyes
of consumers. However, there
are very few flavors that still
increase the penetration after
2-3 years launched, requiring
constant innovation from
manufacturers
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam
NEW FLAVOR Top successful launches after 1 year launched
VNM black rice yogurt
Vinamilk ADM banana
Vinamilk oc cho
Probi blueberry
Yomost mint  blueberry
Vinamilk aloe vera
Susu IQ apple grape
Fami Go
VNM strawberry yogurt
Among successful launches, only 10% can maintain the
buyer base until now
Nutritional Drinks
What’s Next?
57
Vietnam Insight Collection
Buyers have a wider choice in shopping destination, opportunity
for emerging channel to further growth and the importance for
manufacturers/ brands to be omnipresent
Urban 4 Cities
% shopper
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021
12.9 13.1 11.8 11.3
33.7 30.6 29.2 29.1
30.8 33.7
31.3 30.7
17.6 17.5
19.5 20.8
5.6 5.9 8.9 8.7
2018 2019 2020 MAT Aug
2021
3 channels
3-4 channels
5-6 channels
7-8 channels
9 channles
Nearly 1/3 of households in
Urban 4 key cities shop in at
least 7 channels per year.
Nutritional Drinks
What’s Next?
58
Vietnam Insight Collection
In which, Households buying more than 7 types of stores
have a more diverse and higher spending on Nutrition
shopping basket
Urban 4 Cities % Value share by channel
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021
56.2 54.2 53.0
64.3 62.8 60.5
52.9 51.5 51.1
9.0 8.7 8.7
6.8 7.1
7.1
8.2 8.4 7.9
7.3 7.0 6.8
9.3 8.4 9.0
15.6
4.8
4.6 4.4
4.8 4.5 5.4 2.5 2.8
2.8
14.1
14.6 13.7
9.2 10.8 10.5 11.1 10.7
10.5
5.0 6.0 6.6
5.1 5.8 6.1
3.5 3.8
4.1
1.3 1.6 1.9 3 4.2 5.4
2.3 3.2 4.8 2.3 3.1 4.3
MAT 19 MAT 20 MAT 21 MAT 19 MAT 20 MAT 21 MAT 19 MAT 20 MAT 21
Online
MT mom  baby shop
Minimarket
Hyper  Super
Other GT
Specialty Stores
Wet market
Street shop
FMCG Nutrition Liquid Format Nutrition Non-Liquid Format
Nutritional Drinks 59
Vietnam Insight Collection
What have we cover so far?
• 
Nutrition’s healthy growth is fueled by higher spending and
larger trip sizes. This shopping behavior have been witnessed
in recent years, even enhanced by the emergence of Covid 19
as social distancing restricts people from going out.
• 
Being considered as a necessary category, nutritional needs
are growing strongly cities and regions, with increasing
spending by High Income Groups  Families with small
children
• 
For Mature Families who have lower expenditures on nutrition
compared to Families with kids, are increasing their spending
on Nutrition especially in Urban areas, presenting an
opportunity for offering more nutrition options targeting senior
groups.
• 
Leading the growth of Nutrition are RTD Gum, Drinking
Yogurt, Fruity Milk  Liquid RNGS for Liquid Format while Milk
Powder, Sweet Condensed Milk and Cup Yogurt affirm their
position in Non-Liquid nutrition basket
• 
Small MT format  Online are more chosen by meeting safe
grocery shopping needs
• 
Over 5 years, nutrition market has been growing by both
spending and consumption per capita, especially for Rural
Vietnam where there is still room to grow further.
• 
Consumer’s nutrition basket has stabilized in terms of the
number of categories and value spending, indicates that
interaction between nutrients exists. Besides that, top growing
categories have their own recipe for expansion, which is the
effort of innovation and leveraging the emerging channels to
gain consumer’s choices.
• 
In terms of innovation, the top launches in Nutrition market
mostly belong to new brands, new flavors, and less sugar.
Each of these innovation types has its own role in developing
not only the portfolio but also the category. Hence, deeply
understanding the “now” of a brand to find out the ”next”
stage of development is pivotal.
• 
Not only capturing the growth of MT small format  Online,
multi-channel shoppers also appear as an opportunity for
Nutrition market with both higher spending power and the
diversity of category in their basket.
What’s
Now?
What’s
Next?
Hygiene products
What’s Now?
60
Vietnam Insight Collection
H Y G I E N E P R O D U C T S
Hygiene products 61
Vietnam Insight Collection
What is in Hygiene sector?
Home Care Personal Care Tissue  Napkin
Liquid Detergent
Powder Detergent
Fabric Softener
Dish Wash
Floor Cleaner
Insecticide
Bathroom Cleaner
Multi-Purpose Cleaner
Glass Cleaner
Shampoo
Liquid Bath
Toothpaste
Toothbrush
Bar Soap
Mouth Rinse
Feminine Wash
Sanitary Napkins
Toilet Tissue
Box Tissue
Table Napkins
Pantyliner
W H A T ’ S N O W ?
Hygiene products
What’s Now?
63
Vietnam Insight Collection
As a result of recent spending prioritization, Hygiene Products
(esp. in Urban), is showing a modest spending growth in
COVID Wave 4 after seeing a surge in COVID wave 1
Index vs pre-covid week (average week of April 2019) – Weekly Hygiene Products spending
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
80
90
100
110
120
130
140
150
160
170
180
7-Apr
28-Apr
19-May
9-Jun
30-Jun
21-Jul
11-Aug
1-Sep
22-Sep
13-Oct
3-Nov
24-Nov
15-Dec
5-Jan
26-Jan
16-Feb
8-Mar
29-Mar
19-Apr
10-May
31-M
ay
21-Jun
12-Jul
9-Aug
30-Aug
20-Sep
11-Oct
1-Nov
22-Nov
13-Dec
3-Jan
24-Jan
14-Feb
7-M
ar
28-Mar
18-Apr
9-May
30-May
20-Jun
11-Jul
1-Aug
Urban
Rural
2020 2021
2019
Wave 1 Wave 2 Wave 4
Tet
period
Tet
period
Wave 3
Week
ending
15-Aug
Hygiene products
What’s Now?
64
Vietnam Insight Collection
As a result of recent spending prioritization, Hygiene Products
(esp. in Urban), is showing a modest spending growth in
COVID Wave 4 after seeing a surge in COVID wave 1
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
URBAN 4 CITIES RURAL
Hygiene products performance across key measures
(% change vs YA)
-0.1
-3.8
-11.0
7.0
1.1
7.9
1.2 0
9.2
H1'21 YTD Aug 2021 12 we Aug 2021
2.7
-5.6
0.1
7.8
4.4
9.6
3.2
1.8
10.4
H1'21 YTD Aug 2021 12 we Aug 2021
Trips
Spend/trip
Volume/trip
Hygiene products
What’s Now?
65
Vietnam Insight Collection
Consumers in most regions still increase spending for Hygiene
Products in recent months although not as fast as 2020 number.
This is not the case for consumers in HCMC and Cantho, this could
be driven by the restriction policy applied in the regions
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
URBAN 4 CITIES RURAL
% Value growth of Hygiene products by cities/ regions (vs YA)
2020
H1’21
12 we Aug 2021
7
5
12
4
0
-3 -3
-5
3 3
-4
-10
5
11
-11
-15
-10
-5
0
5
10
15
Total Urban 4
cities
HCMC Hanoi Danang Cantho
11
15
12
6
-1
-4
-2
2
10
13
7 8
-15
-10
-5
0
5
10
15
20
25
Total Rural North Central South
Hygiene products
What’s Now?
66
Vietnam Insight Collection
The spending drop in Urban is happening across Income
Groups. While in Rural, Low and Mid Low consumers are
driving the growth for Hygiene Products
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
URBAN 4 CITIES RURAL
% Value growth of Hygiene products by income (vs YA)
2020
H1’21
12 we Aug 2021
7
1
12
-3
0
-5
-4
-5
-3
Total Urban 4 cities Low  Mid-low HH
income
Mid-high  High HH
income
11
15
8
-1
5
-6
10
23
1
Total Rural Low  Mid-low HH
income
Mid-high  High HH
income
Hygiene products
What’s Now?
67
Vietnam Insight Collection
With people movement restriction, consumers are shifting their
spending to more proximity channels (Ministores and Online),
leading to a slow growth of Big Formats stores (wet markets and
Hyper  Super)
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021
URBAN 4 CITIES % Value growth of Hygiene products by channel (vs YA)
7
-3 -4
4 0
6
3
-7
-46
4
-15
-36
30
15
43
95
37
91
2020 H1'21 12 we Aug 2021
All Retailers Street Shops Wet Market Hyper  Super Minimarket Online
Hygiene products
What’s Now?
68
Vietnam Insight Collection
As a result of channel choice, Ministores and Online have
become more important in consumers repertoire
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam
URBAN 4 CITIES Hygiene products - % Value share by channel
0
5
10
15
20
25
30
35
Jan-19
Feb-19
M
ar-19
Apr-19
M
ay-19
Jun-19
Jul-19
Aug-19
Sep-19
O
ct-19
N
ov-19
Dec-19
Jan-20
Feb-20
M
ar-20
Apr-20
M
ay-20
Jun-20
Jul-20
Aug-20
Sep-20
O
ct-20
N
ov-20
Dec-20
Jan-21
Feb-21
M
ar-21
Apr-21
M
ay-21
Jun-21
Jul-21
Aug-21
Minimarket Hypermarket Online
Tet
period
Wave 1 Wave 2 Wave 4
2019 2020 2021
Tet
period
Tet
period
Tet
period
Wave 3
Hygiene products
What’s Now?
69
Vietnam Insight Collection
Despite the slowdown at Total level, there are categories remaining
important for consumers. These categories show a consistent
growth in both long term (2020) and recently (L3M Aug 21)
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam
Categories Map based (% Value Growth vs YA)
Short Term Decline (12we Aug vs YA)
Long
Term
Growth
(FY
20
vs
19)
Long
Term
Decline
(FY
20
vs
19)
Short Term Growth (12we Aug vs YA)
• Insecticide
• Detergent
• Multi-Purpose Cleaner
• Bathroom Cleaner
• Liquid Detergent
• Fabric Softener
• Powder Detergent
• Toothbrush
• Pocket Tissue
• Mouth Rinse
• Feminine Wash
• Sanitary Napkins
• Floor Cleaner
• Dish Washing
• Toilet Tissue
• Box Tissue
• Insecticide
• Table Napkins
• Shampoo
• Pantyliner
• Liquid Bath
• Bar Soap
• Toothpaste
• Detergent
• Multi-Purpose Cleaner
• Bathroom Cleaner
• Liquid Detergent
• Shampoo
• Pantyliner
• Liquid Bath
• Toothpaste
• Fabric Softener
• Table Napkins
• Bar Soap
• Pocket Tissue
• Powder Detergent
• Mouth Rinse
• Feminine Wash
• Sanitary Napkins
• Floor Cleaner
• Dish Washing
• Toilet Tissue
• Box Tissue
• Glass Cleaner
Urban 4 cities
Rural
Hygiene products
What’s Now?
70
Vietnam Insight Collection
In the context of wave 4, most of the important categories
(esp. in Rural) bounce back after slowing down in H1 of 2021
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
% Value growth of Hygiene products by category (vs YA)
Floor Cleaner
Sanitary Napkin Feminine Wash Mouth Rinse
Dish Wash Toilet Tissue Box Tissue
Urban 4 key cities
Rural
2020
H1’21
12 we Aug 2021
-1000%
-500%
0%
500%
1000%
1500%
0%
500%
1000%
1500%
0%
200%
400%
600%
800%
1000%
-10000%
0%
10000%
20000%
30000%
-500%
0%
500%
1000%
1500%
2000%
0%
1000%
2000%
3000%
-5000%
0%
5000%
10000%
W H A T ’ S N E X T ?
Hygiene products
What’s Next?
72
Vietnam Insight Collection
Opportunities for Hygiene Products
How to grow
via buyer
recruitment
How to gain
consumers
loyalty
Premiumization
opportunity
through the growth
of smaller brands
Near future
trend
Hygiene products
What’s Next?
73
Vietnam Insight Collection
URBAN 4 CITIES RURAL
Hygiene Categories - Avg. Penetration Growth (vs YA)
More new buyers for Hygiene Products last year, however they did
not stay for long, in exception for several categories. What can we
learn from categories that consistently recruit buyers?
0.5 0.5
-1.5
-1.0
0.5 0.5
-1.5
-1.0
2020
52 we Aug 2021
• Floor Cleaner
• Liquid Detergent
• Bathroom Cleaner
• Box Tissue
• Mouth Rinse
• Liquid Detergent
• Bathroom Cleaner
• Box Tissue
• Mouth Rinse
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
*Categories in the pink box are those with consistent penetration growth
Hygiene products
What’s Next?
74
Vietnam Insight Collection
There are 3 key important things shown by growing categories: to
maintain pricing level, to be competitive in in-store promotion game
and to be present in emerging channels (Online)
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Consistently growing
in penetration
Price Change (12 we Aug 2021 vs YA)
Mouth Rinse
Powder Detergent
(Urban 4 cities)
(Urban 4 cities)
12 we Aug 20
12 we Aug 20
(Rural)
(Rural)
12 we Aug 21
12 we Aug 21
12 we Aug 21
12 we Aug 21
-1%
+6%
124
97
-16%
+1%
142
71
349
86
Floor Cleaners
Fabric Softener
Box Tissue
Toothbrush
Vol. Under Promotion Index
(vs Total Hygiene) in MT Urban 4 cities
Online Share Index
(vs Total Hygiene) in Urban 4 cities
Consistently declining
in penetration
#1. Maintaining Price Level #2. 
In-Store Promotion
Competitiveness
#3. Online Presence
Hygiene products
What’s Next?
75
Vietnam Insight Collection
Apart from recruiting new buyers, it’s also important for us to
gain consumers loyalty through driving consumption
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
URBAN 4 CITIES RURAL
Hygiene Categories - Avg. Consumption Growth (vs YA)
2020
52 we Aug 2021
• Fabric Softener
• Liquid Detergent
• Bathroom Cleaner
• Shampoo
• Liquid Detergent
• Toothbrush
• Fabric Softener
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
*Categories in the pink box are those with consistent consumption growth
3
10
-6.0
1.0
3
10
-6.0
1.0
Hygiene products
What’s Next?
76
Vietnam Insight Collection
In order to drive consumption, pushing big pack is crucial. This also
enables consumers behaviour of stocking up during COVID waves
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Movement from Small to Bigger Pack
(% Volume per trip change | 12 we Aug vs YA)
Urban 4 Cities Urban 4 Cities
Rural Rural
The faster growth of Big Bottle and Big Pouch
(% Volume per trip change | 12 we Aug vs YA)
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
+4% +11%
+2%
+11%
+12% +15%
+6%
+9%
Shampoo Liquid
Detergent
Toothbrush
Fabric
Softener
Hygiene products
What’s Next?
77
Vietnam Insight Collection
The situation of surge that happened last year also brings
opportunity for smaller brands* in for Hygiene Products as
consumers seem to be more open to try new brands last year
Contribution of Top 5 Players to total
market (avg. 21 categories in 2020)
84%
Growth contribution of Top 5 Players
to total market growth (avg. 21
categories in 2020)
67%
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
(*) Smaller Brands: Outside top 5 in respective categories
Average FMCG brands bought
(52 we ending Aug …)
61.7
2019
64.2
2020
65.4
2021
Hygiene products
What’s Next?
78
Vietnam Insight Collection
… and the growth of smaller brands opens up the opportunity for
premiumization. As smaller brands are in overall bought in more
premium pricing.
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Average Price Index
for smaller brands: 153
Home Care Personal Care Tissue  Napkin
Botany
Floor Cleaner
Intima Ziaja
Feminine Wash
Saigon
Care Tissue
Choice L
Floor Cleaner
Kotex
Sanitary Napkins
Elene
Tissue
Coop Select
Dishwash
Hygiene products 79
Vietnam Insight Collection
What have we cover so far?
• 
Consumers are reacting to Wave 4 of COVID by increasing
spending almost as high as they did in Wave 1. There is, however,
a trend of prioritization/rationalization. Packaged Foods and Dairy,
categories that serve a role as Immune Booster are prioritized.
Leading to modest growth for Hygiene Products in Wave 4
compared to Wave 1. Especially in Urban regions.
• 
Hygiene Products are still showing growth (although lower
compared to last year), fueled by higher spending and larger
trip sizes, despite reducing frequency of purchase. This shopping
behavior have been happening for recent years, even enhanced by
the emergence of Covid 19 social distancing.
• 
For demographic drivers, Consumers in most regions still increase
spending for Hygiene Products in recent months although not as
fast as 2020 number. Restriction Policy in regions seem to play an
important role as consumers in in HCMC and Cantho are reducing
their spending for Hygiene Products.
• 
For Channel view, Small MT format  Online are still preferred over
larger format stores. Within MT, Minis has become has surpassed
Hyper Super for Hygiene Products purchase.
• 
Despite slowing down at total level recently, there are still
categories within Hygiene Products able to grow both in long
and short term. Indicating there is still opportunity for the rest of
categories to grow.
• 
How to keep on recruiting buyers: There are more new buyers
coming into the categories last year. These buyers, however, are
not staying for long. Within this situation, there are categories that
are consistently recruiting buyers. The drivers of this trend come
down to great execution: the ability to maintain price, offering in-
store promotion and being present in emerging channels.
• 
Gain consumer loyalty: apart from recruiting buyers, gaining
loyalty through consumption is also important for growth. several
categories able to gain consumers loyalty consistently by locking
up their buyers through bigger packs.
• 
Acceleration of smaller brands: the surging growth that happened
in 2020 is not only driven by top brands. We saw a greater
contribution to growth coming from smaller brands. This trend
opens the opportunity for premiumization as these brands are in
overall priced higher compared to the category average.
• 
Momentum to re-surge: Latest reading shows that consumers are
staring to increase their spend in COVID Wave 4 at the same pace
as they did in Wave 1. Manufacture push is crucial to drive this
growth, as consumers are still prioritizing Packaged Foods sector.
What’s
Now?
What’s
Next?
Cooking Aids
What’s Now?
80
Vietnam Insight Collection
C O O K I N G A I D S
Cooking Aids 81
Vietnam Insight Collection
What is in Cooking Aids?
Taste Enhancers Sauces Other Seasoning
MSG
Salt Plus
Granules
Meal Maker
Fish Sauce
Soya sauce
Chilli sauce
Ketchup
Mayonnaise
Pasta sauce
Sugar
Cooking oil
W H A T ’ S N O W ?
Cooking Aids
What’s Now?
83
Vietnam Insight Collection
Panic purchase and in-home consumption have been revealed
more clearly in Urban than Rural for Cooking Aids categories…
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Index vs pre-covid week (average week of April 2019) – Weekly Cooking Aids spending
0
50
100
150
200
250
7-Apr
28-Apr
19-May
9-Jun
30-Jun
21-Jul
11-Aug
1-Sep
22-Sep
13-Oct
3-Nov
24-Nov
15-Dec
5-Jan
26-Jan
16-Feb
8-Mar
29-Mar
19-Apr
10-May
31-M
ay
21-Jun
12-Jul
9-Aug
30-Aug
20-Sep
11-Oct
1-Nov
22-Nov
13-Dec
3-Jan
24-Jan
14-Feb
7-M
ar
28-Mar
18-Apr
9-May
30-May
20-Jun
11-Jul
1-Aug
Urban
Rural
2020 2021
2019
Wave 1 Wave 2 Wave 4
Tet
period
Tet
period
Wave 3
Week
ending
15-Aug
Cooking Aids
What’s Now?
84
Vietnam Insight Collection
… driven by higher spending and
more items purchased for each trip
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Cooking Aids | Data updated August 15th 2021
Weekly Cooking Aids – Index vs pre-covid week (average week of April 2019)
URBAN 4 CITIES RURAL
Penetration % Frequency Spend per trip No. unit per trip
2020 2021
2019
0
50
100
150
200
5-M
ay
26-May
16-Jun
7-Jul
28-Jul
18-Aug
8-Sep
29-Sep
20-Oct
10-Nov
1-Dec
22-Dec
12-Jan
2-Feb
23-Feb
15-M
ar
5-Apr
26-Apr
17-M
ay
7-Jun
28-Jun
26-Jul
16-Aug
6-Sep
27-Sep
18-Oct
8-Nov
29-Nov
20-Dec
10-Jan
31-Jan
21-Feb
14-Mar
4-Apr
25-Apr
16-May
6-Jun
27-Jun
18-Jul
8-Aug
Week
ending
Tet
period
Tet
period
2020 2021
2019
15-Aug
0
50
100
150
200
5-M
ay
26-May
16-Jun
7-Jul
28-Jul
18-Aug
8-Sep
29-Sep
20-Oct
10-Nov
1-Dec
22-Dec
12-Jan
2-Feb
23-Feb
15-M
ar
5-Apr
26-Apr
17-M
ay
7-Jun
28-Jun
26-Jul
16-Aug
6-Sep
27-Sep
18-Oct
8-Nov
29-Nov
20-Dec
10-Jan
31-Jan
21-Feb
14-Mar
4-Apr
25-Apr
16-May
6-Jun
27-Jun
18-Jul
8-Aug
Tet
period
Tet
period
15-Aug
Wave 1 Wave 2 Wave 3 Wave 4 Wave 1 Wave 2 Wave 3 Wave 4
2020 2021
2019
0
50
100
150
200
5-M
ay
26-May
16-Jun
7-Jul
28-Jul
18-Aug
8-Sep
29-Sep
20-Oct
10-Nov
1-Dec
22-Dec
12-Jan
2-Feb
23-Feb
15-M
ar
5-Apr
26-Apr
17-M
ay
7-Jun
28-Jun
26-Jul
16-Aug
6-Sep
27-Sep
18-Oct
8-Nov
29-Nov
20-Dec
10-Jan
31-Jan
21-Feb
14-Mar
4-Apr
25-Apr
16-May
6-Jun
27-Jun
18-Jul
8-Aug
Week
ending
Tet
period
Tet
period
2020 2021
2019
15-Aug
0
50
100
150
200
5-M
ay
26-May
16-Jun
7-Jul
28-Jul
18-Aug
8-Sep
29-Sep
20-Oct
10-Nov
1-Dec
22-Dec
12-Jan
2-Feb
23-Feb
15-M
ar
5-Apr
26-Apr
17-M
ay
7-Jun
28-Jun
26-Jul
16-Aug
6-Sep
27-Sep
18-Oct
8-Nov
29-Nov
20-Dec
10-Jan
31-Jan
21-Feb
14-Mar
4-Apr
25-Apr
16-May
6-Jun
27-Jun
18-Jul
8-Aug
Tet
period
Tet
period
15-Aug
Wave 1 Wave 2 Wave 3 Wave 4 Wave 1 Wave 2 Wave 3 Wave 4
Cooking Aids
What’s Now?
85
Vietnam Insight Collection
Despite the slowdown in the first 6 months of 2021, under
the impact of the latest wave, a significant rise in demand
for Cooking Aids is observed across cities and regions.
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Cooking Aids | Data updated August 15th 2021
% Value growth of Cooking Aids by cities/ regions (vs YA)
URBAN 4 CITIES RURAL
12 12 12
18
10
1 2
0
2
-3
25
30
18
33
16
-5
0
5
10
15
20
25
30
35
Total Urban 4
cities
HCMC Hanoi Danang Cantho
11
15
12
6
-1
-4
-2
2
10
13
7 8
-15
-10
-5
0
5
10
15
20
25
Total Rural North Central South
12 12 12
18
10
1 2
0
2
-3
25
30
18
33
16
-5
0
5
10
15
20
25
30
35
Total Urban 4
cities
HCMC Hanoi Danang Cantho
11
15
12
6
-1
-4
-2
2
10
13
7 8
-15
-10
-5
0
5
10
15
20
25
Total Rural North Central South
2020
H1’21
12 we Aug 2021
Cooking Aids
What’s Now?
86
Vietnam Insight Collection
Unlike the 1st wave of COVID when stocking behavior was mostly
witnessed amongst HHs with high income, a significant growth has been
seen across income groups as the latest wave is much more severe.
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Cooking Aids | Data updated August 15th 2021
% Value growth of Cooking Aids by income (vs YA)
URBAN 4 CITIES RURAL
2020
H1’21
12 we Aug 2021
12
6
17
1
5
-2
25 26 25
Total Urban 4 cities Low  Mid-low HH
income
Mid-high  High HH
income
10
-2
24
0
-4
5
18
11
23
Total Rural Low  Mid-low HH
income
Mid-high  High HH
income
12
6
17
1
5
-2
25 26 25
Total Urban 4 cities Low  Mid-low HH
income
Mid-high  High HH
income
10
-2
24
0
-4
5
18
11
23
Total Rural Low  Mid-low HH
income
Mid-high  High HH
income
Cooking Aids
What’s Now?
87
Vietnam Insight Collection
For Cooking Aids, Street shops is the key channel that contributes up to
60% of value sales. Minimarket plays a more and more important role.
Online is still small but is a promising channel for Cooking Aids categories
as buyers are seeking convenience.
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021
% Value share by channel
URBAN 4 CITIES
52.7 52.5 53.7 55.8 55.1 57.8
8.8 8.5 5.7
19.9 18.5 15.7
14.5 13.3
10.9
14.6 15.2 13.5
6.2 6.6
9.3
6 7.4 8.6
3.9 5 5.9
13.9 14.1 14.5
MAT 19 MAT 20 MAT 21 MAT 19 MAT 20 MAT 21
Others
Online
Minimarket
Hyper  Super
Wet market
Street shops
FMCG Cooking Aids
Cooking Aids
What’s Now?
88
Vietnam Insight Collection
Minimarket and Online are consistently keeping good momentum.
Noticeably, more accessible channels including Street shops also benefit
more in Wave 4 due to stricter movement measures
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021
% Value growth of Cooking Aids by channel (vs YA)
URBAN 4 CITIES
12
1
25
12
5
37
7 4
-17
15
-4 -8
33
2
72
110
53
118
2020 H1'21 12 we Aug 2021
All Retailers Street Shops Wet Market Hyper  Super Minimarket Online
Cooking Aids
What’s Now?
89
Vietnam Insight Collection
To better understand Cooking Aids movement, we classify these
categories into 3 sectors:
1
NECESSITY
2
CONVENIENCE
3
DIPPING SAUCE
MSG
Sugar
Fish Sauce
Soya Sauce
Salt plus
Cooking Oils
Granules
Meal Maker
Oyster Sauce
Chili Sauce
Ketchup/Tomato
Sauce
Mayonnaise
Pasta Sauce
Cooking Aids
What’s Now?
90
Vietnam Insight Collection
Convenience and Dipping are showing impressive growth, implicating
people are adopting more modern solutions in the kitchen.
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Cooking Aids | Data updated August 15th 2021
% Value growth of Categories within Cooking Aids (vs YA)
*Categories in color circles are top growing
Urban 4 key cities Rural
NECESSITY
Sugar 
Soya Sauce
Oyster Sauce Mayonnaise
CONVENIENCE DIPPING SAUCE
23%
17%
2020 H1'21 12 we Aug'21
31%
17%
2020 H1'21 12 we Aug'21
45%
23%
2020 H1'21 12 we Aug'21
Cooking Aids
What’s Now?
91
Vietnam Insight Collection
Young shoppers with high HH income have higher endorsement for
Convenience  Dipping categories, especially in Urban.
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Cooking Aids | Data updated August 15th 2021
% Value growth of Categories within Cooking Aids (12 we Aug 21 vs YA)
URBAN 4 CITIES RURAL
Necessity Convenience Dipping
Necessity Convenience Dipping
Necessity Convenience Dipping
0
10
20
30
40
50
60
70
Total
Urban 4
cities
HH
income
=17mln
HH
income
17mln
Main
shopper
40
Main
shopper
40+
0
10
20
30
40
50
60
70
Rural HH
income
=7mln
HH
income
7mln
Main
shopper
40
Main
shopper
40+
0
10
20
30
40
50
60
70
Total
Urban 4
cities
HH
income
=17mln
HH
income
17mln
Main
shopper
40
Main
shopper
40+
0
10
20
30
40
50
60
70
Rural HH
income
=7mln
HH
income
7mln
Main
shopper
40
Main
shopper
40+
W H A T ’ S N E X T ?
Cooking Aids
What’s Next?
93
Vietnam Insight Collection
For Cooking Aids to grow
further, we’re about to review
the 4 paths of growth
Recruit
new
buyers
Gain
consumers
loyalty
Surf the
trends
Value up
(premiumization)
1
4
2
3
Cooking Aids
What’s Next?
94
Vietnam Insight Collection
The Convenience and Dipping segments are expected to have more
headroom to grow further in both Urban  Rural in the next 3 years.
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Cooking Aids | Data updated August 15th 2021
*CAGR 3 years = Compound Annual Growth rate using historical of the last 3 years to calculate
Cooking Aids performance — MAT Aug’21
CAGR in 3 years % Penetration
MSG  0% 85
Sugar  0% 96
Fish Sauce  0% 96
Soya Sauce  +1% 88
Salt plus +3% 38
Cooking oils 0% 98
Granules  +2% 76
Meal Maker  +8% 28
Oyster Sauce  +8% 42
Chilli Sauce  +2% 85
Ketchup +11% 46
Mayonnaise  +18% 32
Pasta Sauce  0% 3
CAGR in 3 years % Penetration
0% 95
-1% 95
+1% 96
0% 70
-3% 47
+1% 99
+4% 70
-4% 9
+28% 12
+1% 72
+51% 11
+35% 4
 
Urban 4 Key Cities
CATEGORIES
Rural
Necessity
Easy 
Convenience
Dipping
Cooking Aids
What’s Next?
95
Vietnam Insight Collection
The common theme seen within
Cooking Aids when it comes to
buyer recruitment is bundling
which has evolved from the
same to different formats and
types. Minimarket  Online
are channels for development
moving forward in both Urban
and Rural.
Source:
Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Cooking Aids | Data updated August 15th 2021
Bundle with others
Presence at modern channels
No. categories purchased per HH/year
7.8
6.6
8.0
6.7
8.1
6.8
Urban 4 cities Rural
MAT Aug 19
MAT Aug 20
MAT Aug 21
% Buyer by channels (in Urban 4 key cities)
34.0
2.4
8.0
3.8
47.4
6.8
Minimarkets Online
MAT Aug 19
MAT Aug 20
MAT Aug 21
% Buyer of Cooking Aids -
Minimarkets in Rural
Shopper base are x6 within 2 years,
acquiring nearly 2 million rural
households.
MAT Aug 19 MAT Aug 21
2%
11%
From bundle products of
same formats, same types
To bundle products of different
formats, different types
Cooking Aids
What’s Next?
96
Vietnam Insight Collection
Due to higher demand for in-home cooking, Cooking Aids
consumption has been increasing healthily, starting from last year
when Covid first came. Convenience  Dipping categories enjoy
sustainable growth in both Urban and Rural.
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Cooking Aids | Data updated August 15th 2021
URBAN 4 CITIES RURAL
Cooking Aids Cats. Avg. Consumption Change
FY 2019
MAT Aug 2020
MAT Aug 2021
• Granules
• Oyster Sauce
• Chilli Sauce
• Granules
• Meal Maker
• Oyster Sauce
• Chilli Sauce
*
Categories in the pink box are those with consistent
consumption growth
(*) 
To calculate consumption change of Cooking Aids, we calculate
consumption change of each category then get the average number.
0
-4.0
5.0
6.0
5.0
3.0
0
-4.0
5.0
6.0
5.0
3.0
Cooking Aids
What’s Next?
97
Vietnam Insight Collection
COVID-19 acts as the catalyst
for the bigger trip due to
panic buying in both Urban
and Rural. The upsizing trend
happened across channels
in the past 2 years. In the
latest year, MT, especially
Minimarket is where this trend
occurs strongly.
Higher trip spend, bigger pack
Channels
Cooking Aids performance by key measures (% change vs YA)
% Pack size change in Urban 4 key cities (vs YA)
Spend per trip (000 VND) Av. Packsize *
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Cooking Aids | Data updated August 15th 2021
(*) To calculate average packsize change of Cooking Aids, we calculate packsize change of each category then get the average number.
34.0 3
-1
0 0
8.0 4
2 2 2
1
0
3 3
5
All channels General
Trade
Modern
Trade
Hyper  Super Minimarket
FY 2019 MAT P8’20 MAT P8’21
3
2
8
6
7 7
Urban 4 cities Rural
3
-1
4
5
1
4
Urban 4 cities Rural
FY 2019
MAT Aug 20
MAT Aug 21
Cooking Aids
What’s Next?
98
Vietnam Insight Collection
COVID-19 has amplified the already-underway healthy eating
demand and elevated it into another milestone, opening up the
opportunity for premiumization.
79% of people agree
that they are ready to
pay a higher price for
healthier foods
Heathier option Tailored to lifestyle
SEED COOKING OILS – Volume share % Manufacturers are heading towards diverse needs that
Cooking Aids will also need to find itself fit in.
Theme 1
Organic
Theme 2
Vegan
Theme 3
Concentration
Concentrated liquid
format
Knorr Organic Chinsu
Shiitake
Aji-ngon
Mushroom
 lotus
MAT Aug 19 MAT Aug 21
40%
42%
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Cooking Aids | Data updated August 15th 2021
(*) Seed Cooking Oil: Oil extracts from Soybean, Peanut, Olive, Sunflower, Mustard, Canola, Sesame, Gac, Rice, Walnut, Macca, Flaxseed, Cashew,…
Cooking Aids
What’s Next?
99
Vietnam Insight Collection
Easy  Convenient | Vietnamese have learned to cope with the
prolonged lockdown, adopting new products and technologies to
ease their daily routine and busy lives effortlessly.
Being their home chef
From Regular…
Knorr meal
maker
Vedan meal
maker
Cholimex
marinade BBQ
sauce
Saigon Food
Fresh Meal in 3 mins
Pizza 4Ps frozen
foods
Packaged dipping sauce 
hot pot maker from Haidilao
Hai Thien
pho sauce
…to Occasional
Make it easy Smart kitchen appliances
Rising demand for the air fryer, pressure cooker,
blender, plant-based milk maker – not only to
ease the pain of cooking but also to bring fun
and creativity to the kitchen
+120% vs LY
Source: Google trends
Cooking Aids
What’s Next?
100
Vietnam Insight Collection
Home-cook experience | The Covid-19 pandemic has kept
most consumers confined to their homes and shaped a way new
experience in cooking and eating habits.
Source: Insight Division | Consumer Sentiment Survey in 9 APAC countries, Q8 | February 2021
Culinary inspiration required Delivery/Take-away cooperation opportunity
People learn how to transform the regular ingredients
into delicious dishes they can’t easily have during the
long days of home living hence develop a newfound
passion for cooking.
Looking towards the future when the national vaccine rollout
program and restriction easing of food to go, there comes
the make-away offering to continue to expand.
People share product recipes and post about their success making local
specialties and street foods on social networks.
How do you think your spend levels on the following items will change over
the next 3 months?
Food Delivery Dine-in
Bánh bèo Bột chiên Moon cake
21% 19%
61%
19%
-13%
-56%
Same as before Increased Decreased
21% 19%
61%
19%
-13%
-56%
Same as before Increased Decreased
Same as before
Increased
Decreased
Cooking Aids 101
Vietnam Insight Collection
What have we cover so far?
• 
Under the serious impact of COVID Wave 4, packaged foods,
specifically Cooking Aids witnesses increasing panic purchases with
more items and higher spending per trip.
• 
Overall, all cities and regions are impacted by the latest wave.
However, the situation is more severe in Urban, hence the stock-
piling pattern is more pronounced than it is in Rural.
• 
Unlike when the Covid first hit our country, stocking behavior only
happened amongst HH with high income, in this wave, all income
groups show significant growth in demand for Cooking Aids.
• 
At the Total FMCG level, strict lockdown together with people’s
fears of crowded places make Hyper  Super suffer a significant
drop to the lowest level in 2 years. In contrast, proximity and
convenient channels: Street shops, Minimarket and Online are the
beneficial ones.
• 
For Cooking Aids, Minimarket  Street shops are winners during
Covid Wave 4. Though being still modest, Online is a promising
playground when people are seeking convenience.
• 
Convenience and Dipping sectors are showing impressive growth,
implicating people are adopting more modern solutions in the
kitchen, esp. amongst young shoppers with high HH income.
There are 4 paths for Cooking Aids to grow even further:
Path 1 – Recruit buyers
• 
Bundle with others either same or different formats/types
• 
Being present at Modern Channels including Minimarket and
Online. Notice that Minimarket is flourishing in Rural with buyer
base expanding by 6 times compared to the last 2 years.
Path 2 – Build loyalty
• Leverage upsizing trend in Modern Trade
Path 3 – Value up (Premiumization)
• 
Justify your brand value by reinforcing the healthy benefits
• 
How about tailoring the product offerings to meet the diversified
customers’ demands? The 3 emerging themes are Go vegan, Go
Organic and Go concentrated.
Path 4 - Surf the trends shaped by Covid
• Bringing in effortless cooking solutions and
• Dialing up culinary inspiration
• Cooperating with delivery platforms providers
What’s
Now?
What’s
Next?
Non-alcoholic beverages
What’s Now?
102
Vietnam Insight Collection
N O N - A L C O H O L I C B E V E R A G E S
Non-alcoholic beverages 103
Vietnam Insight Collection
The decreasing spending on Beverage under COVID is driven by a
drop for alcoholic beverages whilst non-alcoholic beverages (NAB)
resist better
URBAN 4 CITIES RURAL
% Value change (vs YA)
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
2020
H1’21
12 we Aug 2021
1
0
3
1 1
-1
-13
-27
-2
Beverages Alcoholic Beverages Non-alcoholic
Beverages
0
-7
7
3
6
3
-8
-22
3
Beverages Alcoholic Beverages Non-alcoholic
Beverages
Non-alcoholic beverages 104
Vietnam Insight Collection
Which categories are
included in Non-Alcoholic
Beverage?
Mainly for Out-of-home
consumption
Mainly for In-home
consumption
This classification is based on %drinking occasion of each category, indexed with total NAB, in Kantar Drink Usage Study
Energy Drink
Bottled Water
Coffee
Tea
Carbonated Soft Drinks
Juices
W H A T ’ S N O W ?
Non-alcoholic beverages
What’s Now?
106
Vietnam Insight Collection
In long term, spending on NAB is still on an upward trend in
both Urban and Rural. However, the momentum is impacted
adversely during Covid periods, especially wave 2 onwards
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Index vs pre-covid week (average week of April 2019) – Weekly Non-alcoholic Beverages spending
60
80
100
120
140
160
180
200
7-Apr
28-Apr
19-May
9-Jun
30-Jun
21-Jul
11-Aug
1-Sep
22-Sep
13-Oct
3-Nov
24-Nov
15-Dec
5-Jan
26-Jan
16-Feb
8-Mar
29-Mar
19-Apr
10-May
31-M
ay
21-Jun
12-Jul
9-Aug
30-Aug
20-Sep
11-Oct
1-Nov
22-Nov
13-Dec
3-Jan
24-Jan
14-Feb
7-M
ar
28-Mar
18-Apr
9-May
30-May
20-Jun
11-Jul
1-Aug
Urban
Rural
2020 2021
2019
Wave 1 Wave 2 Wave 4
Tet
period
Tet
period
Wave 3
Week
ending
15-Aug
Non-alcoholic beverages
What’s Now?
107
Vietnam Insight Collection
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
Weekly Non-alcoholic Beverages – Index vs pre-covid week
(average week of April 2019)
Less spending on NAB during Covid periods result from less buyers
purchasing within the market. Under these periods of lockdown,
buyers tend to opt for bulkier trip esp in Urban areas
Penetration % Frequency Spend per trip No. unit per trip
Penetration % Frequency Spend per trip No. unit per trip
Penetration % Frequency Spend per trip No. unit per trip
Penetration % Frequency Spend per trip No. unit per trip
2020 2021
2019
70
80
90
100
110
120
130
140
150
160
170
5-M
ay
26-May
16-Jun
7-Jul
28-Jul
18-Aug
8-Sep
29-Sep
20-Oct
10-Nov
1-Dec
22-Dec
12-Jan
2-Feb
23-Feb
15-M
ar
5-Apr
26-Apr
17-M
ay
7-Jun
28-Jun
26-Jul
16-Aug
6-Sep
27-Sep
18-Oct
8-Nov
29-Nov
20-Dec
10-Jan
31-Jan
21-Feb
14-Mar
4-Apr
25-Apr
16-May
6-Jun
27-Jun
18-Jul
8-Aug
Week
ending
Tet
period
Tet
period
2020 2021
2019
15-Aug
50
60
70
80
90
100
110
120
130
140
150
160
170
5-M
ay
26-May
16-Jun
7-Jul
28-Jul
18-Aug
8-Sep
29-Sep
20-Oct
10-Nov
1-Dec
22-Dec
12-Jan
2-Feb
23-Feb
15-M
ar
5-Apr
26-Apr
17-M
ay
7-Jun
28-Jun
26-Jul
16-Aug
6-Sep
27-Sep
18-Oct
8-Nov
29-Nov
20-Dec
10-Jan
31-Jan
21-Feb
14-Mar
4-Apr
25-Apr
16-May
6-Jun
27-Jun
18-Jul
8-Aug
Tet
period
Tet
period
15-Aug
Wave 1 Wave 2 Wave 3 Wave 4 Wave 1 Wave 2 Wave 3 Wave 4
2020 2021
2019
70
80
90
100
110
120
130
140
150
160
170
5-M
ay
26-May
16-Jun
7-Jul
28-Jul
18-Aug
8-Sep
29-Sep
20-Oct
10-Nov
1-Dec
22-Dec
12-Jan
2-Feb
23-Feb
15-M
ar
5-Apr
26-Apr
17-M
ay
7-Jun
28-Jun
26-Jul
16-Aug
6-Sep
27-Sep
18-Oct
8-Nov
29-Nov
20-Dec
10-Jan
31-Jan
21-Feb
14-Mar
4-Apr
25-Apr
16-May
6-Jun
27-Jun
18-Jul
8-Aug
Week
ending
Tet
period
Tet
period
2020 2021
2019
15-Aug
50
60
70
80
90
100
110
120
130
140
150
160
170
5-M
ay
26-May
16-Jun
7-Jul
28-Jul
18-Aug
8-Sep
29-Sep
20-Oct
10-Nov
1-Dec
22-Dec
12-Jan
2-Feb
23-Feb
15-M
ar
5-Apr
26-Apr
17-M
ay
7-Jun
28-Jun
26-Jul
16-Aug
6-Sep
27-Sep
18-Oct
8-Nov
29-Nov
20-Dec
10-Jan
31-Jan
21-Feb
14-Mar
4-Apr
25-Apr
16-May
6-Jun
27-Jun
18-Jul
8-Aug
Tet
period
Tet
period
15-Aug
Wave 1 Wave 2 Wave 3 Wave 4 Wave 1 Wave 2 Wave 3 Wave 4
URBAN 4 CITIES RURAL
Non-alcoholic beverages
What’s Now?
108
Vietnam Insight Collection
Spending on NAB in Covid times was decreased by older shopper
groups, mainly because of their cautious budget allocation.
However, those groups still had tendency to buy NAB in long term,
when life gradually adapt to new normal
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam  Rural Vietnam | Data updated August 15th 2021
% Value growth of Non-alcoholic Beverages by Household ages (vs YA)
URBAN 4 CITIES RURAL
2020
H1’21
12 we Aug 2021
7
11
5
10
6
3
23
6
4
-3
3
15
5
1
0
-5
0
5
10
15
20
25
Total Urban 4
cities
Main Shopper
Age 30
Main Shopper
Age 30-39
Main Shopper
Age 40-49
Main Shopper
Age 50+
3
-6
6
-1
6
-1
2
-1
-3
-1
-2
16
-5
-8
-1
-15
-10
-5
0
5
10
15
20
25
Total Rural Main shopper
age 30
Main shopper
age 30-39
Main shopper
age 40-49
Main shopper
age 50+
Non-alcoholic beverages
What’s Now?
109
Vietnam Insight Collection
Spending for NAB in occasional-shopping retailers (Hyper  Super and
Wet market) reduce the most when Covid happened. Proximity stores
(Street shop or Mini stores) were prioritized to buy NAB in this context
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021
% Value growth of Non-alcoholic Beverages by channel (vs YA)
2020 H1’21 12 we Aug 2021
7 7
12 12
51
-5
3 5 1
-4 -5 -3
3 4
-35
-7
44
3
All Retailers Street Shops Wet Market Hyper  Super Minimarket Gift/ Sampling
URBAN 4 CITIES
Non-alcoholic beverages
What’s Now?
110
Vietnam Insight Collection
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam
Categories Map based (% Value Growth vs YA)
Short Term Decline (12we Aug vs YA)
Long
Term
Growth
(FY
20
vs
19)
Long
Term
Decline
(FY
20
vs
19)
Short Term Growth (12we Aug vs YA)
• Bottled Water • Energy Drink
• Coffee
• Bottled Water
• Juices
• Tea
• CSD
• CSD
• Energy Drink
• Juices
• Tea
• Coffee
Urban 4 cities
Rural
In terms of product choice, categories that are prone to be used
in OOH occasions increase in the Covid context, which indicates a
movement from OOH to IH consumption due to the limited movement
W H A T ’ S N E X T ?
Non-alcoholic beverages
What’s Next?
112
Vietnam Insight Collection
There is sizeable opportunity
for Non-alcoholic beverages
market to growth further. It is
important for manufacturers
to acknowledge drinking
motivation and occasions to
meet consumer demand
Categories CAGR in 3 years % Penetration
Bottled water +7% 62.0
CSD +1% 84.2
Energy Drink +7% 49.5
Juices +15% 37.2
Loose Leaf Tea +2% 46.5
Tea Bag  -2% 29.9
Instant Tea  +8% 31.4
Ready-to-drink Tea  +17% 55.1
Instant Coffee  +8% 72.3
Ground Coffee  -1% 31.0
Ready-to-drink
Coffee 
+4% 5.5
CAGR in 3 years % Penetration
+4% 41.6
-1% 74.6
+5% 47.7
+16% 32.6
+4% 53.3
+6% 9.1
-5% 14.7
0% 41.3
+5% 62.7
-4% 18.5
* 0.8
Urban 4 Key Cities (+4%) Rural (+2%)
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities  Rural Vietnam | Data updated August 15th 2021
*CAGR 3 years = Compound Annual Growth rate using historical of the last 3 years to calculate
Non-alcoholic Beverages performance
Green: 3% change				Red: -3% change						* means low sample size
Non-alcoholic beverages
What’s Next?
113
Vietnam Insight Collection
What next?
Capturing
Tet gifting
The evolution of
Flavors
Embrace
the rising of
convenience-driven
retail
Home life
becomes more
important
The desire for a
healthier life
continue to
expand
1 2 3 4 5
Non-alcoholic beverages
What’s Next?
114
Vietnam Insight Collection
Real purchases contributed to the positive performance of FMCG in Tet
2021 while gifts plummet, mainly because of the discovery of new Covid
cases before Tet led to the drop in gifting occasions. However, since
gifting is also an important channel for NAB, leveraging both occasion
can unlock further growth for brands
% Value contribution of real purchases and gifting in Tet 2021
(value next to bar chart is the value growth in Tet 21 vs. Tet 20)
URBAN 4 CITIES RURAL
Source: Worldpanel Division | Household Panel | Urban 4 key cities  Rural | FMCG including Gift | Tet period 4P
84 79
16 21
FMCG NAB
80 75
20 25
FMCG NAB
-10% 0%
+6% +6%
-12% +2%
+7% +1%
Real purchases
Gifting
Non-alcoholic beverages
What’s Next?
115
Vietnam Insight Collection
Purchases for Tet in Urban happen earlier than in Rural. Consumers tend
to head to convenient channels for Tet shopping due to the acceleration
of COVID-19. Moreover, the promotion also contribute to recruitment of
buyers in Tet season in Minimart
Source: Worldpanel Division | Household Panel | Urban 4 key cities  Rural | FMCG including Gift | Tet period 4P
30
36
28
29
22
18
19 17
Urban 4 cities . Rural
4 weeks ahead
3 weeks ahead
2 weeks ahead
1 week ahead
% Value share of real purchases for FMCG at Tet 2021 % Value change of FMCG at Tet 2021 vs. Tet 2020
57
17
9 6 6
1
82
39
-2
0
6
-29
O
n
l
i
n
e
M
i
n
i
m
a
r
t
W
e
t
m
a
r
k
e
t
S
p
e
c
i
a
l
t
y
s
t
o
r
e
s
S
t
r
e
e
t
s
h
o
p
H
y
p
e
r

S
u
p
e
r
Urban 4 cities Rural
Did you know?
Nearly 1 in 5 FMCG
transactions in minimarkets
are under promotion,
growing by +18% vs. Tet 2020.
Non-alcoholic beverages
What’s Next?
116
Vietnam Insight Collection
Ranking amongst top10 most chosen products for gifting in Tet, NAB
categories, especially Soft drinks (CSD, Energy Drinks) promises high
potential to grow in this season
The product that you plan to give? ( % answer) % Value share of Gifting for FMCG (at Tet 2021) Customized packages/ design for Tet season
43
61
33
24
15
11
9 5
Urban 4 cities . Rural
4 weeks ahead
3 weeks ahead
2 weeks ahead
1 week ahead
Source: Worldpanel Division | Household Panel | Urban 4 key cities  Rural | FMCG including Gift | Tet period 4P
Urban 4 Key Cities
Rural
#6. Tea/ Coffee (7%)
#7. Soft drink (7%)
#3. Soft drink (11%)
Non-alcoholic beverages
What’s Next?
117
Vietnam Insight Collection
Shoppers are willing spend more on Tet gifting and likely to choose
products to fit their budget. Therefore, NAB manufacturers should
design proper mixes to captures their baskets for gifting in Tet. Moreover,
considering other important criteria will also help
The value for “total Gift/ Money” that you are willing to give? (% plan)
The most important criteria
to choose gift?
Gift cost fits my budget
Products for Tet usage
The preference of the recipient
Age and status of receivers
Healthcare products
Source: Worldpanel Division | Tet Gifting Survey| Urban 4 key cities  Rural | FMCG Gifts only | Tet 4 weeks before the 1st day of Tet
Urban 4 Key Cities Rural Urban 4 Key Cities Rural
9 6
13 13
23 23
16 16
13 15
25 27
Tet 2020 Tet 2021
100k 100k - 200k 200k - 300k 300 - 500k
500k - 700k 700k - 1M =1M
12 17
27 22
24 24
12 13
9 8
10 11
Tet 2020 Tet 2021
 100k
100k -  200k
200l -  300k
300k -  500k
500k -  700k
700k -  1M
= 1M
18%
16%
15%
13%
11%
21%
20%
16%
11%
10%
Non-alcoholic beverages
What’s Next?
118
Vietnam Insight Collection
Cutting through by innovations
and ensuring success is not an
easy J2BD for NAB manufacturers,
given that beverage is a
dynamic environment for
innovation. Therefore, tailoring
the innovation to meet the
demands and occasions with
suitable approaches will help
manufacturers to stand out and
achieve better result
Source: Worldpanel Division | Tet Gifting Survey| Urban 4 key cities  Rural | FMCG Gifts only | Tet 4 weeks before the 1st day of Tet
• New launches are counted based on new brand, variant, pack size, pack type
• Relaunches are included
• These launches/relaunches are not necessarily recorded in HH Panel.
Number of new launches by sector
(number in bracket is % growth vs LY)
3835
3274
1211
882 796
Personcal
Care
Packaged
Foods
Beverages Home
Care
Dairy
(+19%)
(+55%)
(+16%)
(+18%)
(+16%)
Non-alcoholic beverages
What’s Next?
119
Vietnam Insight Collection
Flavor help the category become more exciting to consumer and
diversify brand portfolio. New flavors can revitalize a brand’s offering and
encourage new buyers to try for new experience
Source: Worldpanel Division | Household Panel | Urban 4 key cities | FMCG 2020
RTD TEA CARBONATED SOFT DRINKS ENERGY AND SPORT DRINKS
C2 Blacktea Peach/Lychee Mirinda Cream Soda Warrior Grape Salted Lemon Revive
The combination of refreshing soft drinks and
delicious taste of cream helps create the curiosity
to try new product from Mirinda.
+3pts +2pts 7.3%
40%
10.5%
incremental buyers incremental buyers trial rate after
1-year launch
repurchase
penetration after 1-year launch
(x2 category average)
Non-alcoholic beverages
What’s Next?
120
Vietnam Insight Collection
65.2
32.4
69.6
36.1
FMCG Non-Alcohol Beverages
Minimart also emerges as proximity channel and inviting to shoppers by
offering modernized facilities and broad assortment for shoppers. For Non-
alcoholic beverages, this indicates an opportunity to capture this fast
advanced channel
Source: Worldpanel Division | Household Panel | Urban 4 key cities | Lifestyle Survey 2020  FMCG excluding gifts
Minimart emerges as modernized proximity
Monthly purchase behaviours in Minimart
Minimart performance
% Penetration- MAT Aug 21
Non-Alcoholic Beverages
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
0
5
10
15
20
25
30
35
40
P6'18 P13'18 P6'19 P13'19 P6'20 P13'20 P6'21
Penetration Occasion (100,000)
Minimarkets now
have reached nearly
2/3 of urban
household within 1
year until Q1’21
Urban 4 Key Cities
Rural
16.9
4.7
20.7
7.3
FMCG Non-Alcohol Beverages
MAT Aug 20 MAT Aug 21
Non-Alcoholic Beverages
Non-alcoholic beverages
What’s Next?
121
Vietnam Insight Collection
Another movement to point out
is that Food Delivery is more
chosen as Covid has created
shopping habit for consumers,
along with movement of RTS
chains to stay close to customers
such as Phuc Long kiosks right in
Vinmart+ stores.
Source: Insight Division | Consumer Sentiment Survey in 9 APAC countries, Q8 | February 2021
21% 19%
61%
19%
-13%
-56%
Food Delivery Eating out
Same as before
Increased
Decreased
21% 19%
61%
19%
-13%
-56%
Food Delivery Eating out
Same as before
Increased
Decreased
FB Delivery
Phuc Long Kiosks across Vinmart+
Moving forward into new normal, this indicates that NAB players need to watch out
Food delivery and Ready-to-serve drink in order to win out-of-home occasions.
As part of the transaction,
VinCommerce entered into a
strategic co-operation agreement
with Phúc Long to jointly develop
‘Phúc Long Kiosk’ at more than
2,200 VinMart+ stores nationwide.
Non-alcoholic beverages
What’s Next?
122
Vietnam Insight Collection
High growth rate for in-home
consumption was witnessed in
categories that used to have
low IH usage, which indicated
tendency to shift from OOH to
IH consumption. However, the
upcoming new normal also urges
OOH to recover, which requires
manufacturers to develop suitable
strategies to stay relevant to those
occasions
Source: Worldpanel Division | Drink Usage study 2019 and household panel
% Value share by categories
New normal will enable the OOH consumption gradually
recover but with newly consuming habits after the pandemic,
which urges manufacturers to catch up and stay relevant
37
48
63
52
Energy
Drink
RTD Tea
IH OOH
+13%
+13%
Volume for in-home consumption
(12 w/e P8’21 vs. YA)
Non-alcoholic beverages
What’s Next?
123
Vietnam Insight Collection
During Covid, Non-alcoholic beverages witness effort to drive home
relevancy. More products have been introduced with the purpose of bring
exciting home experience. Beer and CSD also communicate to drive more
in-home occasions
Introduce products that bring out to in Create occasions for in-home consumption
C2 Black Peach Tea
Bring popular drink, Black Peach Tea,
encouraging in-home experience.
Big CSD brands
communicate more about
family meals
Nescafe Barista
Nescafe Barista introduced with theme of
replicating coffee shop recipe drinks, bringing
OOH experience to in home.
Aquafina Soda
Aquafina Soda is newly introduced in May’21,
encouraging consumers in-home habit with
DIY drinks.
Beer brand talk more about “nhà” to drive drinking occasion
Non-alcoholic beverages
What’s Next?
124
Vietnam Insight Collection
Health rises to be a top priority among urban Vietnamese consumers.
Of all the drinking motivations, Health accounts for 13% with very diverse
needs. Top two trends related to health are Health/Immunity Boosters and
sugar reduction.
Source: Worldpanel Division | Drinking Usage Study 2019 | Vietnam 4 key Urban cities | Non-alcoholic beverages and Nutrition | VnExpress, Vietnam Insider
What’s driving this trend?
79%
15% Who?
Agree they are ready to pay
a higher price for healthier
foods (2019)
of Vietnam’s 95 million population
has mental illness due to stress,
especially amongst the youth for
stress in work or school (2019).
Female, age group of 19-34
and above 45+ YO have more
health drinking purpose.
Drinking motivation? Trends to inspire initiatives
Health and immunity Boosters
Shifting away from sugar
13%
87%
Health motivation
Other motivations
13%
87%
Health motivation
Other motivations
• Improve Health  
• Detox  
• Support Digestion  
• Sleep Well  
• For Skin Beauty  
• Control Weight  
Non-alcoholic beverages
What’s Next?
125
Vietnam Insight Collection
The ‘always high’ concern towards health leads to specific consumer’s
preference in Beverages: Health/Immunity booster benefit and Diet  No/
Less sugar are gaining popularity
Source: Worldpanel Division | Households Panel  Lifestyle Survey 2020 | Urban 4 Cities Vietnam
Health/Immunity Boosters Shifting away from Sugar
Consumers are becoming towards health-
conscious, which has opened doors for
acceleration of NAB like RTD Tea.
Stay relevant through communication
that is capturing emerging concern on
health and immunity benefit.
Ready-to-drink Tea “I prefer to buy low/ free sugar drinks” - % Agree
Immunity boost messaging from NAB players
Non-alcoholic beverages market can see pockets of growth when consumers are
choosing more No/Less Sugar products.
Tea+
No Sugar
Artichoke tea
Vfresh less sugar
Pepsi Zero
Calories Lemon
MAT Aug 2021 vs YA
+22%
2010 2020
63% 80%
Non-alcoholic beverages 126
Vietnam Insight Collection
What have we cover so far?
• 
Spending on FMCG soared up during Covid, which was mainly
driven by the rise of Packaged Food. However, the spending
on Beverage decreased during Covid, which was driven by the
decreasing spending on alcoholic beverage, but still showed its
importance in Tet season. Despite slowing down due to less buyers
to the categories, non-alcoholic beverage still remained stable in
short term and maintained developing in long term with bigger
buyer baskets.
• 
Elder shopper groups (30Y.O) reduced their spending on NAB in
Covid times. However, those groups still had tendency to buy NAB
in long term.
• 
Because of strict lock-down period, proximity stores and minimarts
became more preferred by shoppers for NAB. They also showed
gradual expansion in long term, while big formats like HyperSuper
and Wetmarket suffered shrinkage. Gifting also played as a
indispensable channels for NAB.
• 
Impacted by movement restriction, shoppers tended to increase
their spending on categories having high OOH usage, which
denotes a movement from OOH to IH consumption during the
pandemic.
• 
Tet plays crucial role within Non-alcoholic beverages market,
hence, it is important for manufacturers to ensure presence that
fits target consumers demands and preference for both gifting and
real purchasing occasions
• 
Diversity in flavor will be potential innovation which play roles not
only expand portfolio but also encourage new experience.
• 
Impressive growth of Minimarket post potential reach point for
Non-alcoholic beverages to recruit buyers. However, as market is
about to moving towards new normal, it is important to point out
potential threat from Food Delivery and Ready-to-serve drinks.
• 
Introducing products bringing out to in and more in-home
communication helps manufacturers stay ahead of the game
amid pandemic situation. However, remaining relevancy among
out-of-home occasion cannot be ignored in new normal.
• 
Rising health and immunity concerns under pandemic situation
has created opportunity for Non-alcoholic beverages market to
capture preference for Healthy and immunity booster and Diet/
Less Sugar products.
What’s
Now?
What’s
Next?
Beauty Market
What’s Now?
127
Vietnam Insight Collection
B E A U T Y M A R K E T
Beauty Market 128
Vietnam Insight Collection
What kinds of product are included?
Hair care Skincare Body care Make-up
Hair conditioner
Hair colorant
Hair styling
Facial cleanser
Cosmetic remover
Facial moisturizer
Toner
Mask
Eye care
Sun protection
Hand lotion
Body lotion
Shaving products
Deodorant
Fragrance
Lip Make-up
Eye Make-up
Face Make-up
Nail Make-up
Mixed Make-up
Beauty Market 129
Vietnam Insight Collection
Despite the acceleration in the first half of 2021, Beauty products
witnesses a great decline in spending under the impact of the
latest wave
Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated Sep 12th 2021
% Spending change of Personal care sector (vs YA)
9 11 8
-1
-11
13
-14
-9
-40
Personal Care Hygiene Products Beauty Products
2020 H1’21 Q3’2021
URBAN 4 CITIES
W H A T ’ S N O W ?
VIỆT NAM INSIGHT COLLECTION 2022
VIỆT NAM INSIGHT COLLECTION 2022
VIỆT NAM INSIGHT COLLECTION 2022
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VIỆT NAM INSIGHT COLLECTION 2022
VIỆT NAM INSIGHT COLLECTION 2022
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VIỆT NAM INSIGHT COLLECTION 2022

  • 1. 1 Vietnam Insight Collection INTRODUCTION V I E T N A M I N S I G H T C O L L E C T I O N 2 0 2 2
  • 2. 2 Vietnam Insight Collection INTRODUCTION Main Contents 08 03 184 04 Introduction Macro & FMCG Outlook Nutritional Drinks Hygiene Products Cooking Aids Non-alcoholic Beverages Beauty Market Channel Strategy Tet 2022 08 36 60 80 102 127 146 170 A message from Managing Director About Kantar & Contributors T A B L E O F C O N T E N T S
  • 3. 3 Message from Managing Director 3 Vietnam Insight Collection Welcome to Vietnam Insight Collection 2022! COVID-19, undeniably, is an unprecedented global phenomenon posting wide-ranging effects. With the heavy outbreak in Vietnam since May of 2021, the pandemic brought longer and more strictly applied restriction measures, having severe impacts on the economy as well as Vietnamese people’s lives. We witness the disruption in many aspects and changes in consumer behaviors caused by the pandemic. The most visible moves are from out-of-home activities to stay- home rituals, from on-premise to off-premise consumption and from offline to online shopping in order to cope with movement control orders. It has changed the way people think, see, care, and behave, posing both challenges and opportunities for businesses to survive and to thrive. The effects were not the same across industries and sectors. Consumer basket has shifted towards more essential products A Message from Our Managing Director such as foods, while there is a tendency to cut spending on nice-to-have products and bigger ticket items such as beauty and home appliances. We also observed the rise of convenience-driven retail with the upsurge of smaller modern format - minimarket especially during the lockdown period. Some of the changes are set to stay, yet we can expect many of the longer term trends, which have temporarily cooled as a result of COVID-19 to come back once the pandemic settles down. Given the ongoing uncertainty regarding COVID-19, having a clarity of sight through behavioral evidence is crucial for us to anticipate the future. I’m delighted to share with you Kantar’s Vietnam Insight Collection 2022 to provide you a comprehensive read on the impacts of the pandemic in the short term as well as consumer changes in the long term, which will support you to reshape business strategies in 2022 and beyond. Fabrice Carrasco Managing Director, Vietnam & Philippines Senior Director Asia Strategic Initiatives Worldpanel Division, Kantar Vietnam
  • 4. 4 Vietnam Insight Collection INTRODUCTION I N T R O D U C T I O N
  • 5. 5 Vietnam Insight Collection INTRODUCTION 2022 has been an even more challenging year than its predecessor, something which we could not have expected a year ago. Before we talk about any impact it has had on your businesses and brands, I want to wish you all the best. I hope that you are well and have taken some time among all the chaos to look after yourself and your loved ones which is of course so valuable and something we should not overlook. The 2022 outbreak of COVID-19 has brought significant challenges to Vietnam. The Delta variant caused the fourth coronavirus wave triggered since late April 2021 and it got increasingly worse over the next months. The pandemic has left business really suffering, and with it, the overall economy of Vietnam which recorded its largest decline in GDP in more than two decades. The good news is that things are slowly rebounding. At time of writing 75% of the population has been provided the first vaccine, with over 55% receiving both doses. This is so important to avoid any further breakouts. Vietnam’s rebound is likely to be a gradual one, with the impact felt into 2022 as we look to a new normal life next year. Despite the continued rollout of vaccination, Vietnamese people remain very concerned about the economic recovery as well as their financial situation, which is likely to impact their spending power and behaviors . As we continue to spend more time at home consumers continue to reprioritize their needs and expectations, which will remain important at least for the next 6-12 months. This represents emerging opportunities for businesses to tap into. With Kantar’s Vietnam Insight Collection 2022, we would like to invite you to have a look back at some of our key insights covering (1) the impact the pandemic had across the key FMCG sectors, (2) how the retail industry evolved during the long lockdown period, and (3) as we look forward, what changes in the upcoming Tet and 2022 we should be aware of in order to shed some light on future trends. We are proud to keep you updated on changes in consumer and shopper behaviors, especially during these unprecedented and uncertain times. We hope to continue giving you the valuable foundation to contribute to your success. Enjoy reading and wish you a prosperous 2022 ahead! Peter Christou Commercial Director, Worldpanel Division, Kantar Vietnam Dear Friends and Partners,
  • 6. 6 Vietnam Insight Collection INTRODUCTION Where are our Insight today coming from? Continuous and syndicated tracking records since 2002 Covering the important Ws Looking from the perspective of SHOPPERS: Who are my Category/Brand shoppers? What do my Category/Brand shoppers buy? Where do my Category/Brand shoppers buy at? When do my Category/Brand shoppers buy? How much do my Category/Brand shoppers pay for? and do my Category/Brand shoppers buy on Promotion? Actual real take- home purchase towards more than 100 FMCG categories. Over 940,000 purchases annually in Urban 4 key cities and Rural Vietnam.
  • 7. 7 Vietnam Insight Collection INTRODUCTION At Worldpanel, we measure the growth of category/ brand/ retailer by this formula Penetration Spending per buyer Frequency Trip size
  • 8. 8 Vietnam Insight Collection INTRODUCTION M A C R O & F M C G O U T L O O K
  • 9. W H A T ’ S N O W ?
  • 10. Macro & FMCG Outlook What’s Now? 10 Vietnam Insight Collection Number of Covid-19 cases hit record high under wave 4, resulting in impacts on economy, society and consumer lives 0 5000 10000 15000 20000 25000 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 0-Jan 28-Apr 2-M ay 6-M ay 10-May 14-May 18-May 22-May 26-May 30-May 3-Jun 7-Jun 11-Jun 15-Jun 19-Jun 23-Jun 27-Jun 1-Jul 5-Jul 9-Jul 13-Jul 17-Jul 21-Jul 25-Jul 29-Jul 2-Aug 6-Aug 10-Aug 14-Aug 18-Aug 22-Aug 26-Aug 30-Aug2 3-Sep 7-Sep 11-Sep 15-Sep 19-Sep 23-Sep 27-Sep 1-Oct 5-Oct 9-Oct 13-Oct 17-Oct 21-Oct 25-Oct 29-Oct HCMC applied directive 15 & 16 (in some places) HCMC applied directive 10 HCMC imposed MCO under stricter directive 16 HCMC banned people from going outdoors at night HCMC began strict social distancing measures under directive 11 with the military manning several checkpoints HCMC extended MCO under stricter directive 16 for 1 month Daily Confirmed COVID 19 Cases in Vietnam HCMC banned the gatherings of more than 20 people at public places HCMC extended directive 15 for 2 weeks HCMC first implemented social distancing Cumulative Death Cases in Vietnam With wave 4’s Historical events in HCMCv 100% 1 dose Fully vaccinated 79.2% Vaccinated rate in HCMC (updated to 31 Oct) Source: Vietnam briefing | Vnexpress MCO*: Movement control order
  • 11. Macro & FMCG Outlook What’s Now? 11 Vietnam Insight Collection The wave 4 has caused deep economic impacts across APAC Among the Asian countries, China has covered 75%, Malaysia is at 71% and Cambodia is at 75%. Source: Worldometers; IMF; Reuters; Kantar COVID-19 Global Barometer https://vneconomy.vn/tang-truong-gdp-ca-nam-2021-du-bao-chi-dat-1-9.htm Q22. Thinking about your household income, that is the income of everyone in your household, which one of these statements comes closest to your current situation? - *Global % includes countries tracked in the Barometer Wave 9 Global Philippines Indonesia India Vietnam Thailand Singapore Korea Australia Japan 2021 GDP growth forecast 6.9% 4.3% 12.5% 3.5-4% from 6.5% early 2021 2.6% 5.2% 3.6% 4.5% 3.3% % HH income impacted (Apr 2021) 56%* 82% 82% 73% 72% 67% 41% 37% 37% 24% % PIB related to Tourism 13% 4% 5% 9% 20% 11% 5% 3% 8% % fully vaccinated (Nov 2021) 24% 25% 6.7% 11% 41% 80% 77% 67% 74% <2% from 6.5% early 2021 53.99%
  • 12. Macro & FMCG Outlook What’s Now? 12 Vietnam Insight Collection Impact: Economic situation & employment The huge outbreak of wave 4 bring many challenges for the country, resulting in a sharp GDP decline in Q3 and a high pressure on some economic areas such as employment, export & investment coupled with an increase of CPI. Thanks to lifting restrictions and reopening society in early October, Vietnam economy is expected to recover gradually in the coming months and sustain a GDP growth of +3.5-4% in 2021. Reuters Around 90,000 businesses suspended operations or went bankrupt in the January-September period, the GSO said. Among them, 32,400 were dissolved, up 17.4% from a year earlier. It said the unemployment rate rose to 3.43% in the third quarter from 2.40% in the second quarter. According to the GSO, exports in September likely fell 0.6% from a year earlier to $27 billion and the industrial production index dropped 5.5%. GDP 2021 forecast: <2% CPI 2021 forecast: <+3% Macro Matters Vietnam posts record GDP slump in Q3 due to COVID-19 curbs 2.6 4.5 4.5 6.6 -6.2 Q3'20 Q4'20 Q1'21 Q2'21 Q3'21 7.0 2.9 1.4 2019 2020 YTD 2021 2.8 3.2 1.8 2019 2020 YTD 2021 3.2 1.4 0.3 2.7 2.5 O3'20 Q4'20 Q1'21 Q2'21 Q3'21 Source: Reuters Source: GSO https://www.gso.gov.vn/en/data-and-statistics/2021/10/socio-economic-situation-in-the-third-quarter-and-nine-months-of-2021/ VOV https://vov.vn/kinh-te/kinh-te-viet-nam-khong-the-chi-mai-lo-phong-thu-874461.vov https://vneconomy.vn/tang-truong-gdp-ca-nam-2021-du-bao-chi-dat-1-9.htm
  • 13. Macro & FMCG Outlook What’s Now? 13 Vietnam Insight Collection Impact: Consumer perspective Consumer confidence on economic situation is still impacted compared to normal level, even if we see slighter improvements starting from mid September. The economic situation will be better or the same as today in the next 12 months Start of Wave 1 Start of Wave 4 88 84 42 80 62 74 81 60 65 Q3'19 Q4'19 Q1'20 Q2'20 Q3'20 Q4'20 Q1'21 Q2'21 Q3'21 Source: Worldpanel Division | Consumer Confidence Survey | Urban Vietnam 4 key cities | MAT Q2’21 | Field work from 6 – 20 September % Vietnamese households agree in Urban 4 key cities
  • 14. Macro & FMCG Outlook What’s Now? 14 Vietnam Insight Collection Impact: Consumer perspective In terms of financial health, over half of households now struggled financially, reaching an all-time high over the past three years, triggering further needs for savings, which is most likely to impact their shopping behavior and plan for coming Tet. How do you evaluate the current financial situation of your Household? Financial constraint arises significantly across income groups in both HCMC & Hanoi. The lower income the more pessimistic. 1st COVID impact Recent COVID impact Stricter lockdown measures % Vietnamese households agree in Urban 4 key cities 8 6 6 5 6 5 7 4 2 20 17 10 13 12 15 16 11 8 57 59 51 53 47 51 52 45 37 14 17 27 25 29 26 23 33 37 1 2 7 4 5 4 3 7 17 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 We are not doing well at all We need to deprive ourselves sometimes It comes out correctly We have enough money to allow us some extras once in a while No financial worries, we don’t need to pay attention Source: Worldpanel Division | Consumer Confidence Survey | Urban Vietnam 4 key cities | MAT Q2’21 | Field work from 6 – 20 September
  • 15. Macro & FMCG Outlook What’s Now? 15 Vietnam Insight Collection Impact: Consumer perspective In line with economic situation, concerns over income & job security and food price continue escalating drastically while food safety and pollution which were used to be among the top concerns fall much behind in priority rank Currently what do you consider to be the biggest concerns you and your household is likely to face? Source: Worldpanel Division | Consumer Confidence Survey | Urban Vietnam 4 key cities | MAT Q3’21 | Field work from 6 – 20 September 0 10 20 30 40 50 60 Disease / Sickness HH Income Job security Food Safety Cost of Food Increasing costs Natural Disaster Environmental Pollution Price of Oil Diseases in livestock % Key Decision Maker Agree Q3_2020 Q2_2021 Q3_2021
  • 16. Macro & FMCG Outlook What’s Now? 16 Vietnam Insight Collection Impact: Consumer spending Consumers continue to prioritize for Food as one of the most essential items which is the key source of recovery growth of domestic demand. Retail Sales of Consumer Goods & Services Consumer Goods - By Sectors Monthly Growth – YoY – GSO Vietnam YTD Sep’21 – YoY – GSO Vietnam -6.6 -19.8 -33.7 6.5 -40 -30 -20 -10 0 10 20 30 40 Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21 Recent COVID impact Some restrictions eased YTD Sep’21 vs YA: -7.1% Source: GSO Vietnam 4.1 -12.6 -10.4 -6.2 -20.0 -10.0 0.0 10.0 Food Households Appliances Garment Vehicles & spare parts YTD Sep'20 YTD Sep'21
  • 17. Macro & FMCG Outlook What’s Now? 17 Vietnam Insight Collection FMCG spending on in-home consumption surges in reaction to the complicated turns of COVID-19, especially in Urban, yet start to return to pre-pandemic level Index vs pre-covid week (average week of April 2019) – Weekly FMCG spending (Urban 4 key cities) Week ending Source: Worldpanel Division | Households Panel | Urban 4 Key Cities & Rural Vietnam 80 90 100 110 120 130 140 150 160 170 180 7-Apr 28-Apr 19-M ay 9-Jun 30-Jun 21-Jul 11-Aug 1-Sep 22-Sep 13-Oct 3-Nov 24-Nov 15-Dec 5-Jan 26-Jan 16-Feb 8-Mar 29-Mar 19-Apr 10-May 31-M ay 21-Jun 12-Jul 9-Aug 30-Aug 20-Sep 11-Oct 1-Nov 22-Nov 13-Dec 3-Jan 24-Jan 14-Feb 7-M ar 28-Mar 18-Apr 9-May 30-M ay 20-Jun 11-Jul 1-Aug 22-Aug 12-Sep 3-Oct 2020 2021 2019 Wave 1 Wave 2 Wave 4 Tet period Tet period Wave 3 Urban 4 key cities Rural 10-Oct
  • 18. Macro & FMCG Outlook What’s Now? 18 Vietnam Insight Collection Packaged Food and Dairy benefit the most from the “stay-home” economy while Beverage suffers again despite a slight recovery in early 2021 % Value growth of FMCG by sectors Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam & Rural Vietnam | Data updated September 12th 2021 URBAN 4 CITIES RURAL Dairy Beverages Packaged Food Personal Care Home Care 8 -3 14 0 3 -18 19 -3 52 9 -1 -14 4 3 -17 2020 H1'21 12 we Sep 2021 11 3 11 1 1 1 12 1 12 17 10 17 10 0 10 2020 H1'21 12 we Sep 2021
  • 19. Macro & FMCG Outlook What’s Now? 19 Vietnam Insight Collection Cooking Aids & Instant Foods are remarkably getting more relevance, leading the growth of Packaged Foods Top 20 fastest growing categories in wave 4 of COVID-19 (Based on value change vs YA – 12 we 15/8/2021) URBAN 4 CITIES RURAL Dairy Beverages Packaged Food Personal Care Home Care 1 Hybrid Drink 2 Canned Food 3 Pasta 4 Instant Noodle 5 Mayonnaise 6 Rice Soup 7 Processed Sausage 8 Packaged Bread 9 Margarine 10 Soya Sauce 11 Ketchup 12 Biscuits & Cakes 13 Hand Washing 14 Sugar 15 Confectionary (candy) 16 Oyster Sauce 17 Meal Maker 18 Chilli Sauce 19 Granules 20 Drinking Yogurt 1 Hybrid Drink 2 Canned Food 3 Hand Washing 4 Pasta 5 Sugar 6 Instant Noodle 7 Diaper 8 Chilli Sauce 9 Sanitary Protection 10 Cup Yogurt 11 Toilet Cleaner 12 Rice Soup 13 Shampoo 14 Cooking Oil 15 IFT Milk Powder 16 Drinking Yogurt 17 Dishwashing Liquid 18 Granules 19 Liquid Milk 20 Biscuits & Cakes Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam & Rural Vietnam | Data updated August 15th 2021
  • 20. Macro & FMCG Outlook What’s Now? 20 Vietnam Insight Collection However, not all brands are winning. Brands need to continuously ensure products’ presence and highlight their differentiation Top 5 brands’ share Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam & Rural Vietnam | Data updated August 15th 2021 Stock whatever brands Low differentiation between brands stock whatever available. Wave 1 to Big brands but no longer Strictness in movement control and increasing panic level open doors for smaller ones Big Brands wins Strong availability for top brands, with strong loyalty support from consumers 2019 COVID Wave 1 (Mar+Apr'20) H2'20 COVID Wave 4 (Jun+Jul+Aug'21) Stock whatever brands Wave 1 to Big brands but no longer 2019 COVID Wave 1 (Mar+Apr'20) H2'20 COVID Wave 4 (Jun+Jul+Aug'21) Big Brands wins 2019 COVID Wave 1 (Mar+Apr’20) COVID Wave 4 (Jun+Jul_Aug’21) H2’20 2019 COVID Wave 1 (Mar+Apr’20) COVID Wave 4 (Jun+Jul_Aug’21) H2’20 2019 COVID Wave 1 (Mar+Apr’20) COVID Wave 4 (Jun+Jul_Aug’21) H2’20 Sugar Pasta Canned Food Processed Sausage Soya Sauce Liquid Milk Instant Noodle Juices Cooking Oil Toothpaste Sanitary Protection Fish Sauce Instant Coffee Dishwashing Liquid Floor Cleaner Hand Washing Mouth Rinse
  • 21. Macro & FMCG Outlook What’s Now? 21 Vietnam Insight Collection Minimart and online surges in 2020 and continue growth in H1’21. The growth is even more accelerated in wave 4 with stricter movement control % Value growth of FMCG by channel (Urban 4 key cities) Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated September 12th 2021 30.5 7.6 89.6 60.4 48.2 63.3 -80.0 -60.0 -40.0 -20.0 0.0 20.0 40.0 60.0 80.0 100.0 2020 H1'21 12 we P9'21 All Retailers Street Shops Wet Market Hyper & Super Minimarket Online
  • 22. in the new normal? W H A T ’ S N E X T ?
  • 23. Macro & FMCG Outlook What’s Next? 23 Vietnam Insight Collection Shoppers’ spending power has been consistently increasing over the P5Y. Will it continue to happen in 2022? What’s next in 2022? Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam & Rural Vietnam | Data updated August 15th 2021 FMCG Monthly Spending (000VND/houshold) 1,395 1,390 1,425 1,488 1,555 762 806 856 904 974 2017 2018 2019 2020 YTD P8'21
  • 24. Macro & FMCG Outlook What’s Next? 24 Vietnam Insight Collection The working from home post pandemic effect is likely to increase CPG take-home growth by at most 2% points Basis: 31 country average not size weighted where Q2 with highest CPG growth used to estimate full lockdown; Semi-open estimate is minimum quarterly growth in second half of 2020. Applying linear daily rates e.g. 4 at home instead of 7. 2 days for illustration – no hard evidence available today Average Annual Total CPG Growth Full | Stay at Home | Essential Shops Only Open COVID-19 POST-COVID Semi–Open | Stay Vigilant | All Shops Open with COVID restrictions From 5 to 2 days working from home | With Semi-Open Growth Applied Pre-Pandemic (2019 v 2018) (typical average growth rate) Expectation: more eating-out locallyand increasing use of food delivery services of all kinds Average Increase in CPG growth Source: Winning Omnichannel 2021 - https://www.kantarworldpanel.com/cn-en/publications/Reports 0% 2% 4% 6% 8% 10% 12% 14% 16% Min ---------- Max 1.9% 3.3% 12.8%
  • 25. Macro & FMCG Outlook What’s Next? 25 Vietnam Insight Collection Market dynamics that are still relevant after Wave 4 ... Priorization on Essential items 1 2 Fiercer Innovation landscape 3 Home is the new store
  • 26. Macro & FMCG Outlook What’s Next? 26 Vietnam Insight Collection #1 | Priorization on Essential items Although more and more items are adopted, shoppers at the same time are deprioritizing a list of non-essential categories. This results in not much change in number of FMCG categories per household Average No. of Category Bought per Household URBAN 4 CITIES RURAL Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 2017 2018 2019 2020 MAT Aug 2021 42.8 42.9 41.9 42.0 2016 43.0 42.8 2017 2018 2019 2020 MAT Aug 2021 33.0 33.1 33.0 33.2 2016 33.7 33.5
  • 27. Macro FMCG Outlook What’s Next? 27 Vietnam Insight Collection #1 | Priorization on Essential items Not all categories can recruit more buyers at the same speed as before ... Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021 RTD Tea, DKY, RTD coffee, nut-based drink Packaged Bread, Instant Congee. sausage Oyster sauces, ketchup Bottle Water, Juices, Snack Nuts Liquid TFD, RTD GUM Pasta (Non-seasoned noodles pasta), Sweetened Condensed, Instant Coffee Magarine Category Penetration change % CAGR growth of Food sector 2019 vs 2018 Average number category bought MAT P8’21 vs YA FOOD SECTOR 2017 2018 2019 2020 MAT Aug 2021 26.8 26.9 26.4 26.7 2016 27.5 27.8 4.8 4.6 2017-2020 MAT Aug 2021 -3 -2 -1 0 1 2 3 4 5 6 7 -6 -4 -2 0 2 4 6 8 Growth Upholder COVID Accelerator Hindered
  • 28. Macro FMCG Outlook What’s Next? 28 Vietnam Insight Collection #1 | Priorization on Essential items More and more buyers are lapsing out of Personal Care categories, especially for Beauty items Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021 Box tissue Toilet cleaner Glass Cleaner Bar soap, Deodorant Sun Protection Lipstick Eye make-up Facial Cleanser/Make- up Remover Hair Colorant Hand Sanitizer, Mouth Rinse Category Penetration change % CAGR growth of Non-Food sector 2019 vs 2018 Average number category bought MAT P8’21 vs YA NON-FOOD SECTOR 2017 2018 2019 2020 MAT Aug 2021 16.0 16.0 15.5 15.4 2016 15.5 15.0 7.4 5.5 2017-2020 MAT Aug 2021 -4 -3 -2 -1 0 1 2 3 4 5 -7 -5 -3 -1 1 3 5 Growth Upholder COVID Accelerator Hindered
  • 29. Macro FMCG Outlook What’s Next? 29 Vietnam Insight Collection #2 | Fiercer Innovation Landscape FMCG witnesses new news in every hour. In 2020, there are ~ 10 thousands of new products being launched which is 20% higher than last year • New launches are counted based on new brand, variant, pack size, pack type • Relaunches are included • These launches/relaunches are not necessarily recorded in HH Panel. Source: Worldpanel Division | Household Panel | Urban 4 key cities | FMCG 2020 5,909 7,845 8,238 9,998 16.2 21.5 22.6 27.4 new launches new launches new launches new launches new bees/day new bees/day new bees/day new bees/day 2019 2018 2020 2014 2019 2018 2020 2014
  • 30. Macro FMCG Outlook What’s Next? 30 Vietnam Insight Collection #2 | Fiercer Innovation Landscape A minimum requirement of 3.1% Penetration and 21.7% Repeated Rate is needed for your NPDs to be considered successful And only 1 out of 10 NPDs are able to perform beyond the benchmark Source: Worldpanel Division | Household Panel | Urban 4 key cities | FMCG 2020 3.1% 4.6% 21.7% 25.5% Trial and Repeat Rate benchmark for the first year # of NPDs meeting the Trial or Repeat Rate benchmark for the first year (in 2020) (in 2014) Trial Rate Repeat Rate
  • 31. Macro FMCG Outlook What’s Next? 31 Vietnam Insight Collection #3 | Home is the new store Buyers have a wider choice in shopping destination, opportunity for emerging channel to further growth and the importance for manufacturers/ brands to be omnipresent Nearly 1/3 of households in Urban 4 key cities shop in at least 7 channels per year. Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021 URBAN 4 CITIES 12.9 13.1 11.8 11.3 33.7 30.6 29.2 29.1 30.8 33.7 31.3 30.7 17.6 17.5 19.5 20.8 5.6 5.9 8.9 8.7 2018 2019 2020 MAT Aug 2021 3 channels 3-4 channels 5-6 channels 7-8 channels 9 channles
  • 32. Macro FMCG Outlook What’s Next? 32 Vietnam Insight Collection Buyers have a wider choice in shopping destination, opportunity for emerging channel to further growth and the importance for manufacturers/ brands to be omnipresent Minimarket performance URBAN 4 CITIES RURAL % Buyers % Buyers % Buyers Frequency Frequency Frequency 0 2 4 6 8 10 12 14 16 0 10 20 30 40 50 60 70 80 2016 2017 2018 2019 2020 MAT P8'21 0 1 2 3 4 5 6 7 8 0 5 10 15 20 25 2016 2017 2018 2019 2020 MAT P8'21 #3 | Home is the new store
  • 33. Macro FMCG Outlook What’s Next? 33 Vietnam Insight Collection Online is expecting to continue gaining share. In mature markets such as China or Korea, Online now contributes up to ~ 30% market value Source: Asia Omnichannels 2021 – Module 1 Bubble Size = Online Frequency Indonesia Thailand Vietnam Urban Vietnam Rural China Korea Taiwan 0 5 10 15 20 25 30 0 10 20 30 40 50 60 70 80 90 100 Online Share of FMCG Online penetration Online performance across markets #3 | Home is the new store
  • 34. Macro FMCG Outlook What’s Next? 34 Vietnam Insight Collection Online is an important channel for Personal Care categories and emerging for Homecare products, esp. for detergent Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021 Top 4 outperforming categories in Online for in-home FMCG purchase base on… The highest penetration (in MAT Aug 2021) Shampoo Shampoo Detergent Facial Moisturizer Facial Cleanser Facial Cleanser Detergent Biscuits Cakes The fastest growing penetration (Gaining points - MAT Aug 2021 vs YA) 11.9 10.0 +4.6 +3.4 11.5 9.4 +4.4 +3.1 #3 | Home is the new store
  • 35. Macro FMCG Outlook 35 Vietnam Insight Collection What have we cover so far? • The ongoing Covid wave has many negative impacts on Vietnam economy in many different aspects. • Under the strict social distancing measures, people are not allowed to leave their homes in many areas, which result in massive increase of take-home FMCG spend coming from higher in-home consumption demand and especially higher need of stocking up. • In FMCG, Packaged food has been purchased more the most and is followed by Dairy based products. Meanwhile, personal care and beverage are always the 2 sectors suffering from covid impact. • Top growing categories are mostly cooking aids, convenient food, RTD milk and hygiene related ones. The changes in brand choice in each category are dependent mostly on the level of stocking up and product availability. • Minimarket and online channel, with many advantages in terms of accessibility and delivery capacity, has been accelerating during lockdown period. • FMCG is expected to grow in coming year and there are different growth scenarios which depend on Covid situation and level of mobility. • Shoppers will go shopping less often and spend more per trip, which indicates both challenges and opportunities for brands in terms of capturing shoppers in stores. • Although people are spending more, they are not buying more categories. However, their chosen category list is changed and will be changed in coming time as people might have new habits, new needs post Covid. • Brands keep innovating and shoppers are having many more choices. Therefore; new products face more challenges to attract shoppers and existing brands also have more difficulties to sustain shopper loyalty. • Channel landscape continues to change with the impressive growth from Minimarket and E-commerce. These 2 channels will soon be new reality in Rural as well. What’s Now? What’s Next?
  • 36. Nutritional Drinks What’s Now? 36 Vietnam Insight Collection N U T R I T I O N A L D R I N K S
  • 37. Nutritional Drinks 37 Vietnam Insight Collection Before we jump into the Nutrition market… What are in Nutrition? Nutrition includes Dairy-based products and Dairy Alternatives such as plant-based, chocolate malt-based products. OTHER FORMAT LIQUID FORMAT LIQUID MILK RTD GUM LIQUID CHOCOLATE-MALT-BASED (Liquid CMB) DRINKING YOGURT FRUITY MILK SOYA MILK LIQUID RNGS (Rice, Nuts, Grains, Seeds exclude Soy) MILK POWDER FOR KID MILK POWDER FOR ADULT CUP YOGURT CONDENSED MILK POWDER CHOCOLATE-MALT-BASED (Powder CMB)
  • 38. W H A T ’ S N O W ?
  • 39. Nutritional Drinks What’s Now? 39 Vietnam Insight Collection Higher spending as well as bigger trip size for each shopping trip drive the growth of Nutrition Weekly Nutrition – Index vs pre-covid week (average week of April 2019) URBAN 4 CITIES RURAL Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 2020 2021 2019 50 60 70 80 90 100 110 120 130 140 150 160 170 5-May 2-Jun 30-Jun 28-Jul 25-Aug 22-Sep 20-O ct 17-Nov 15-Dec 12-Jan 9-Feb 8-M ar 5-Apr 3-May 31-May 28-Jun 2-Aug 30-Aug 27-Sep 25-Oct 22-Nov 20-Dec 17-Jan 14-Feb 14-M ar 11-Apr 9-M ay 6-Jun 4-Jul 1-Aug Week ending Tet period Tet period Wave 1 Wave 2 Wave 3 Wave 4 2020 2021 2019 50 60 70 80 90 100 110 120 130 140 150 160 170 5-May 2-Jun 30-Jun 28-Jul 25-Aug 22-Sep 20-O ct 17-Nov 15-Dec 12-Jan 9-Feb 8-M ar 5-Apr 3-May 31-May 28-Jun 2-Aug 30-Aug 27-Sep 25-Oct 22-Nov 20-Dec 17-Jan 14-Feb 14-M ar 11-Apr 9-M ay 6-Jun 4-Jul 1-Aug Week ending Tet period Tet period Wave 1 Wave 2 Wave 3 Wave 4 Penetration % Frequency Spend per trip No. unit per trip
  • 40. Nutritional Drinks What’s Now? 40 Vietnam Insight Collection Across cities and regions, spending for Nutrition increases significantly during Covid Waves. Central areas where the pandemic hit heavily last year, are slowing down in terms of growth during the first 6 months of 2021 % Value growth of Nutrition Segment by cities/ regions (vs YA) URBAN 4 CITIES RURAL Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 2020 H1’21 12 we Aug 2021 8 7 10 13 11 4 -4 -3 -12 11 13 11 16 12 21 -15 -10 -5 0 5 10 15 20 25 Total Urban 4 cities HCMC Hanoi Danang Cantho 10 8 17 7 3 9 0 1 12 13 5 16 -15 -10 -5 0 5 10 15 20 25 Total Rural North Central South 7 10 13 11 4 -4 -3 -12 11 13 11 16 12 21 Urban 4 ies HCMC Hanoi Danang Cantho
  • 41. Nutritional Drinks What’s Now? 41 Vietnam Insight Collection In that context, Households with higher income spend more on Nutrition, reflected by the significant growth of last year and the latest 3 months % Value growth of Nutrition Segment by income (vs YA) URBAN 4 CITIES RURAL Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 2020 H1’21 12 we Aug 2021 8 6 10 4 -1 -3 13 14 16 Total Urban 4 cities HH income 17 million VNĐ HH income 17 million VNĐ 10 6 14 3 -1 6 12 9 14 Total Rural HH income 7 million VNĐ HH income 7 million VNĐ 8 7 10 13 11 4 -4 -3 -12 11 13 11 16 12 21 l Urban 4 cities HCMC Hanoi Danang Cantho 8 6 10 4 -1 -3 13 14 16 Total Urban 4 cities HH income 17 million VNĐ HH income 17 million VNĐ 8 6 10 4 -1 -3 13 14 16 Total Urban 4 cities HH income 17 million VNĐ HH income 17 million VNĐ
  • 42. Nutritional Drinks What’s Now? 42 Vietnam Insight Collection Besides, spending on Nutrition among households with small kids usually increases during Covid Waves in both areas. The difference appears when coming to families with bigger kids the mature ones % Value growth of Nutrition Segment by child presence (vs YA) URBAN 4 CITIES RURAL Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 2020 H1’21 12 we Aug 2021 8 8 1 16 4 -6 2 -5 13 11 19 10 Total Urban 4 cities HH with kid 4 YO HH with kid 4-12 YO HH without kid = 12 YO 10 11 2 19 3 5 -1 3 12 24 -3 -1 Total Rural HH with kid 4 YO HH with kid 4-12 YO HH without kid = 12 YO 7 10 13 11 4 -4 -3 -12 11 13 11 16 12 21 rban 4 ies HCMC Hanoi Danang Cantho 8 6 10 4 -1 -3 13 14 16 Total Urban 4 cities HH income 17 million VNĐ HH income 17 million VNĐ
  • 43. Nutritional Drinks What’s Now? 43 Vietnam Insight Collection Convenience, immunity booster, added nutrients are more chosen Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Liquid Format % Value growth of RTD (Ready-to-drink) Nutrition (vs YA) Liquid Milk Fruity Milk Soya Milk Liquid CMB RTD GUM Drinking Yogurt Liquid RNGS -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% Urban 4 key cities Rural 2020 H1’21 12 we Aug 2021
  • 44. Nutritional Drinks What’s Now? 44 Vietnam Insight Collection For Non-liquid format, Milk Powder and Sweetened Condensed Milk are stocked the most. Another category is on the rise in Wave 4 is Cup Yogurt, emphasizes the importance of immune system health in the uncertainty Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Non-liquid Format % Value growth of Nutrition (vs YA) Milk Powder for Adult Milk Powder for kids Sweetened Condensed Milk Cup Yogurt Powder CMB 2020 H1’21 12 we Aug 2021 Urban 4 key cities Rural
  • 45. Nutritional Drinks What’s Now? 45 Vietnam Insight Collection Compared to last year, the restriction on people going out lasted longer, GT formats temporarily stopped serving leading to a higher demand for shopping at MT channels. For nutrition, minimarkets, MT mom and baby shop chains and Online benefited the most Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Urban 4 Cities % Value growth of Nutrition Segment by channel (vs YA) 8 -4 13 5 -6 9 17 -13 -35 -7 10 10 17 -14 -14 15 3 69 39 7 79 58 31 51 2020 H1'21 12 we Aug 2021 All Retailers Street Shops Wet Market Dairy Specialty Hyper Super Minimarket MT Baby Product Specialty Online 8 -4 13 5 -6 9 17 -13 -35 -7 10 10 17 -14 -14 15 3 69 39 7 79 58 31 51 2020 H1'21 12 we Aug 2021 All Retailers Street Shops Wet Market Dairy Specialty Hyper Super Minimarket MT Baby Product Specialty Online
  • 46. Nutritional Drinks What’s Now? 46 Vietnam Insight Collection Within MT channels, with such tremendous growth, small MT formats suddenly have a transformation in terms of position Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Urban 4 Cities Nutrition Drinks - % Value share by channel Wave 1 Wave 2 Wave 4 0 2 4 6 8 10 12 14 16 18 20 Jan-19 Feb-19 M ar-19 Apr-19 M ay-19 Jun-19 Jul-19 Aug-19 Sep-19 O ct-19 N ov-19 Dec-19 Jan-20 Feb-20 M ar-20 Apr-20 M ay-20 Jun-20 Jul-20 Aug-20 Sep-20 O ct-20 N ov-20 Dec-20 Jan-21 Feb-21 M ar-21 Apr-21 M ay-21 Jun-21 Jul-21 Aug-21 Hyper Super Minimarket MT Baby Product Specialty Online 2019 2020 2021 Tet period Tet period Tet period Wave 3
  • 47. W H A T ’ S N E X T ?
  • 48. Nutritional Drinks What’s Next? 48 Vietnam Insight Collection Consumption development 1 2 Innovation for growth 3 Channel choice
  • 49. Nutritional Drinks What’s Next? 49 Vietnam Insight Collection Nutrition market has been growing over 5 years, mostly driven by Rural URBAN 4 CITIES RURAL Nutrition market - Spend per household each month (000 VND) Nutrition market - Volume per capita each month (L) 467 450 434 451 468 - 5 0 1 0 0 1 5 0 2 0 0 2 5 0 3 0 0 3 5 0 4 0 0 4 5 0 5 0 0 2016 2017 2018 2019 2020 205 209 226 249 266 - 5 0 1 0 0 1 5 0 2 0 0 2 5 0 3 0 0 3 5 0 4 0 0 4 5 0 5 0 0 2016 2017 2018 2019 2020 467 450 434 451 468 - 5 0 1 0 0 1 5 0 2 0 0 2 5 0 3 0 0 3 5 0 4 0 0 4 5 0 5 0 0 2016 2017 2018 2019 2020 205 209 226 249 266 - 5 0 1 0 0 1 5 0 2 0 0 2 5 0 3 0 0 3 5 0 4 0 0 4 5 0 5 0 0 2016 2017 2018 2019 2020 2.8 2.7 2.6 2.6 2.7 0.0 1.0 2.0 3.0 2016 2017 2018 2019 2020 1.6 1.7 1.8 1.8 1.9 0.0 1.0 2.0 3.0 2016 2017 2018 2019 2020 2.8 2.7 2.6 2.6 2.7 0.0 1.0 2.0 3.0 2016 2017 2018 2019 2020 1.6 1.7 1.8 1.8 1.9 0.0 1.0 2.0 3.0 2016 2017 2018 2019 2020 Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam
  • 50. Nutritional Drinks What’s Next? 50 Vietnam Insight Collection Consumer’s nutrition basket has been stable in terms of the number of categories. Besides, value spending for nutrition categories are quite similar between areas URBAN 4 CITIES RURAL Nutrition market - Value share by categories Nutrition market - Number of Cat per household 5.0 4.8 5.1 -100.0 0.0 5.0 10.0 2015 2018 2020 4.0 4.0 4.1 0.0 0.0 2.0 4.0 6.0 2015 2018 2020 Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam 11% 28% 28% 6% 5% 8% 4% 6% Milk Powder for Adult Milk Powder for Kid Liquid Milk Sweetened Condensed Milk Drinking Yogurt Cup Yogurt RTD GUM Fruity Milk Soya Milk Powder CMB Liquid CMB Liquid RNGS 9% 25% 27% 5% 6% 4% 9% 6% 5% 11% 28% 28% 6% 5% 8% 4% 6% Milk Powder for Adult Milk Powder for Kid Liquid Milk Sweetened Condensed Milk Drinking Yogurt Cup Yogurt RTD GUM Fruity Milk Soya Milk Powder CMB Liquid CMB Liquid RNGS
  • 51. Nutritional Drinks What’s Next? 51 Vietnam Insight Collection Zoom into each demographic group, there’s a huge gap in spending level, generate an opportunity for consumption development by different demographic groups URBAN 4 CITIES RURAL Spend per household per year (000 VND) - 2020 By Income By Child Presence Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam 3.9 5.1 6.1 7.3 2020 HH income 10 mil HH income 10-17 mil HH income 17-26 mil HH income 26 mil 2.0 3.1 3.3 4.7 2020 HH income 4 mil HH income 4-7 mil HH income 7-12 mil HH income 12 mil 11.4 5.6 3.0 - 5.0 10.0 15.0 20.0 2020 HH with kid 4 YO HH with kid 4-12 YO HH without kid 12 YO 7.2 2.9 1.4 - 5.0 10.0 15.0 20.0 2020 HH with kid 4 YO HH with kid 4-12 YO HH without kid 12 YO
  • 52. Nutritional Drinks What’s Next? 52 Vietnam Insight Collection In this context, Drinking Yogurt, RTD Gum RNGS Liquid are categories that have grown well over the years and still have room to expand their buyer base in the future Nutrition Categories performance – MAT Aug’21 Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam *CAGR 3 years = Compound Annual Growth rate using historical data of market value in the last 3 years to calculate Categories CAGR in 3 years % Penetration Adult Milk Powder  +3% 28 IFT Milk Powder  +3% 24 Liquid Milk  +1% 89 RTD GUM  +5% 13 Sweetened Condensed Milk +3% 86 Drinking Yogurt Fruity Milk +15% 59 Cup Yogurt  0% 80 Powder TFD  +4% 21 Liquid TFD  +3% 46 Soya Milk  -2% 45 Liquid RNGS +31% 17 CAGR in 3 years % Penetration +10% 22 +6% 22 0% 73 +11% 17 +1% 68 +19% 43 -1% 51 +1% 10 +3% 33 -1% 54 +8% 6 Urban 4 Key Cities Rural The growth recipe of these 3 categories is the continuous effort of launching new products from manufacturers
  • 53. Nutritional Drinks What’s Next? 53 Vietnam Insight Collection Although not as many new launches as other sectors, innovations in the nutrition industry have also reached remarkable achievements focusing on new brands, new flavors, less/no sugar variants Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam Number of New launches by sectors (number in blanket is % growth vs YA) Common characteristics of successful new products within Dairy sector New brands Less sugar New Flavor • New launches are counted based on new brand, variant, pack size, pack type • Relaunches are included • These launches/relaunches are not necessarily recorded in HH Panel. 3835 3274 1211 882 796 Personcal Care Packaged Foods Beverages Home Care Dairy (+19%) (+55%) (+16%) (+18%) (+16%)
  • 54. Nutritional Drinks What’s Next? 54 Vietnam Insight Collection New brands help develop market, especially for the developing categories Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam NEW BRANDS % source of volume growth 65 35 Urban 4 Cities 70 30 89 11 Urban 4 Cities Rural 72 28 77 23 Urban 4 Cities Rural Kun Fruity Milk Kun CMB Dalat Milk UHT Milk Market development Winning category's competitors Market development Winning category's competitors List of products from left to right based on increasing penetration % of the category
  • 55. Nutritional Drinks What’s Next? 55 Vietnam Insight Collection 94 6 Less Sugar plays the role of expanding the market, category with bigger buyer base shows this role even more clearly Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam LESS SUGAR List of products from left to right based on increasing penetration % of the category % source of volume growth Urban 4 Cities Fami Less Sugar Milo Less Sugar TH True Milk Less Sugar Market development Winning category's competitors Market development Winning category's competitors 58 42 28 72 Urban 4 Cities Urban 4 Cities
  • 56. Nutritional Drinks What’s Next? 56 Vietnam Insight Collection Among the top successful product launches, new flavors are popular, helping to keep the brand fresh in the eyes of consumers. However, there are very few flavors that still increase the penetration after 2-3 years launched, requiring constant innovation from manufacturers Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam NEW FLAVOR Top successful launches after 1 year launched VNM black rice yogurt Vinamilk ADM banana Vinamilk oc cho Probi blueberry Yomost mint blueberry Vinamilk aloe vera Susu IQ apple grape Fami Go VNM strawberry yogurt Among successful launches, only 10% can maintain the buyer base until now
  • 57. Nutritional Drinks What’s Next? 57 Vietnam Insight Collection Buyers have a wider choice in shopping destination, opportunity for emerging channel to further growth and the importance for manufacturers/ brands to be omnipresent Urban 4 Cities % shopper Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021 12.9 13.1 11.8 11.3 33.7 30.6 29.2 29.1 30.8 33.7 31.3 30.7 17.6 17.5 19.5 20.8 5.6 5.9 8.9 8.7 2018 2019 2020 MAT Aug 2021 3 channels 3-4 channels 5-6 channels 7-8 channels 9 channles Nearly 1/3 of households in Urban 4 key cities shop in at least 7 channels per year.
  • 58. Nutritional Drinks What’s Next? 58 Vietnam Insight Collection In which, Households buying more than 7 types of stores have a more diverse and higher spending on Nutrition shopping basket Urban 4 Cities % Value share by channel Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021 56.2 54.2 53.0 64.3 62.8 60.5 52.9 51.5 51.1 9.0 8.7 8.7 6.8 7.1 7.1 8.2 8.4 7.9 7.3 7.0 6.8 9.3 8.4 9.0 15.6 4.8 4.6 4.4 4.8 4.5 5.4 2.5 2.8 2.8 14.1 14.6 13.7 9.2 10.8 10.5 11.1 10.7 10.5 5.0 6.0 6.6 5.1 5.8 6.1 3.5 3.8 4.1 1.3 1.6 1.9 3 4.2 5.4 2.3 3.2 4.8 2.3 3.1 4.3 MAT 19 MAT 20 MAT 21 MAT 19 MAT 20 MAT 21 MAT 19 MAT 20 MAT 21 Online MT mom baby shop Minimarket Hyper Super Other GT Specialty Stores Wet market Street shop FMCG Nutrition Liquid Format Nutrition Non-Liquid Format
  • 59. Nutritional Drinks 59 Vietnam Insight Collection What have we cover so far? • Nutrition’s healthy growth is fueled by higher spending and larger trip sizes. This shopping behavior have been witnessed in recent years, even enhanced by the emergence of Covid 19 as social distancing restricts people from going out. • Being considered as a necessary category, nutritional needs are growing strongly cities and regions, with increasing spending by High Income Groups Families with small children • For Mature Families who have lower expenditures on nutrition compared to Families with kids, are increasing their spending on Nutrition especially in Urban areas, presenting an opportunity for offering more nutrition options targeting senior groups. • Leading the growth of Nutrition are RTD Gum, Drinking Yogurt, Fruity Milk Liquid RNGS for Liquid Format while Milk Powder, Sweet Condensed Milk and Cup Yogurt affirm their position in Non-Liquid nutrition basket • Small MT format Online are more chosen by meeting safe grocery shopping needs • Over 5 years, nutrition market has been growing by both spending and consumption per capita, especially for Rural Vietnam where there is still room to grow further. • Consumer’s nutrition basket has stabilized in terms of the number of categories and value spending, indicates that interaction between nutrients exists. Besides that, top growing categories have their own recipe for expansion, which is the effort of innovation and leveraging the emerging channels to gain consumer’s choices. • In terms of innovation, the top launches in Nutrition market mostly belong to new brands, new flavors, and less sugar. Each of these innovation types has its own role in developing not only the portfolio but also the category. Hence, deeply understanding the “now” of a brand to find out the ”next” stage of development is pivotal. • Not only capturing the growth of MT small format Online, multi-channel shoppers also appear as an opportunity for Nutrition market with both higher spending power and the diversity of category in their basket. What’s Now? What’s Next?
  • 60. Hygiene products What’s Now? 60 Vietnam Insight Collection H Y G I E N E P R O D U C T S
  • 61. Hygiene products 61 Vietnam Insight Collection What is in Hygiene sector? Home Care Personal Care Tissue Napkin Liquid Detergent Powder Detergent Fabric Softener Dish Wash Floor Cleaner Insecticide Bathroom Cleaner Multi-Purpose Cleaner Glass Cleaner Shampoo Liquid Bath Toothpaste Toothbrush Bar Soap Mouth Rinse Feminine Wash Sanitary Napkins Toilet Tissue Box Tissue Table Napkins Pantyliner
  • 62. W H A T ’ S N O W ?
  • 63. Hygiene products What’s Now? 63 Vietnam Insight Collection As a result of recent spending prioritization, Hygiene Products (esp. in Urban), is showing a modest spending growth in COVID Wave 4 after seeing a surge in COVID wave 1 Index vs pre-covid week (average week of April 2019) – Weekly Hygiene Products spending Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 80 90 100 110 120 130 140 150 160 170 180 7-Apr 28-Apr 19-May 9-Jun 30-Jun 21-Jul 11-Aug 1-Sep 22-Sep 13-Oct 3-Nov 24-Nov 15-Dec 5-Jan 26-Jan 16-Feb 8-Mar 29-Mar 19-Apr 10-May 31-M ay 21-Jun 12-Jul 9-Aug 30-Aug 20-Sep 11-Oct 1-Nov 22-Nov 13-Dec 3-Jan 24-Jan 14-Feb 7-M ar 28-Mar 18-Apr 9-May 30-May 20-Jun 11-Jul 1-Aug Urban Rural 2020 2021 2019 Wave 1 Wave 2 Wave 4 Tet period Tet period Wave 3 Week ending 15-Aug
  • 64. Hygiene products What’s Now? 64 Vietnam Insight Collection As a result of recent spending prioritization, Hygiene Products (esp. in Urban), is showing a modest spending growth in COVID Wave 4 after seeing a surge in COVID wave 1 Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 URBAN 4 CITIES RURAL Hygiene products performance across key measures (% change vs YA) -0.1 -3.8 -11.0 7.0 1.1 7.9 1.2 0 9.2 H1'21 YTD Aug 2021 12 we Aug 2021 2.7 -5.6 0.1 7.8 4.4 9.6 3.2 1.8 10.4 H1'21 YTD Aug 2021 12 we Aug 2021 Trips Spend/trip Volume/trip
  • 65. Hygiene products What’s Now? 65 Vietnam Insight Collection Consumers in most regions still increase spending for Hygiene Products in recent months although not as fast as 2020 number. This is not the case for consumers in HCMC and Cantho, this could be driven by the restriction policy applied in the regions Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 URBAN 4 CITIES RURAL % Value growth of Hygiene products by cities/ regions (vs YA) 2020 H1’21 12 we Aug 2021 7 5 12 4 0 -3 -3 -5 3 3 -4 -10 5 11 -11 -15 -10 -5 0 5 10 15 Total Urban 4 cities HCMC Hanoi Danang Cantho 11 15 12 6 -1 -4 -2 2 10 13 7 8 -15 -10 -5 0 5 10 15 20 25 Total Rural North Central South
  • 66. Hygiene products What’s Now? 66 Vietnam Insight Collection The spending drop in Urban is happening across Income Groups. While in Rural, Low and Mid Low consumers are driving the growth for Hygiene Products Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 URBAN 4 CITIES RURAL % Value growth of Hygiene products by income (vs YA) 2020 H1’21 12 we Aug 2021 7 1 12 -3 0 -5 -4 -5 -3 Total Urban 4 cities Low Mid-low HH income Mid-high High HH income 11 15 8 -1 5 -6 10 23 1 Total Rural Low Mid-low HH income Mid-high High HH income
  • 67. Hygiene products What’s Now? 67 Vietnam Insight Collection With people movement restriction, consumers are shifting their spending to more proximity channels (Ministores and Online), leading to a slow growth of Big Formats stores (wet markets and Hyper Super) Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021 URBAN 4 CITIES % Value growth of Hygiene products by channel (vs YA) 7 -3 -4 4 0 6 3 -7 -46 4 -15 -36 30 15 43 95 37 91 2020 H1'21 12 we Aug 2021 All Retailers Street Shops Wet Market Hyper Super Minimarket Online
  • 68. Hygiene products What’s Now? 68 Vietnam Insight Collection As a result of channel choice, Ministores and Online have become more important in consumers repertoire Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam URBAN 4 CITIES Hygiene products - % Value share by channel 0 5 10 15 20 25 30 35 Jan-19 Feb-19 M ar-19 Apr-19 M ay-19 Jun-19 Jul-19 Aug-19 Sep-19 O ct-19 N ov-19 Dec-19 Jan-20 Feb-20 M ar-20 Apr-20 M ay-20 Jun-20 Jul-20 Aug-20 Sep-20 O ct-20 N ov-20 Dec-20 Jan-21 Feb-21 M ar-21 Apr-21 M ay-21 Jun-21 Jul-21 Aug-21 Minimarket Hypermarket Online Tet period Wave 1 Wave 2 Wave 4 2019 2020 2021 Tet period Tet period Tet period Wave 3
  • 69. Hygiene products What’s Now? 69 Vietnam Insight Collection Despite the slowdown at Total level, there are categories remaining important for consumers. These categories show a consistent growth in both long term (2020) and recently (L3M Aug 21) Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam Categories Map based (% Value Growth vs YA) Short Term Decline (12we Aug vs YA) Long Term Growth (FY 20 vs 19) Long Term Decline (FY 20 vs 19) Short Term Growth (12we Aug vs YA) • Insecticide • Detergent • Multi-Purpose Cleaner • Bathroom Cleaner • Liquid Detergent • Fabric Softener • Powder Detergent • Toothbrush • Pocket Tissue • Mouth Rinse • Feminine Wash • Sanitary Napkins • Floor Cleaner • Dish Washing • Toilet Tissue • Box Tissue • Insecticide • Table Napkins • Shampoo • Pantyliner • Liquid Bath • Bar Soap • Toothpaste • Detergent • Multi-Purpose Cleaner • Bathroom Cleaner • Liquid Detergent • Shampoo • Pantyliner • Liquid Bath • Toothpaste • Fabric Softener • Table Napkins • Bar Soap • Pocket Tissue • Powder Detergent • Mouth Rinse • Feminine Wash • Sanitary Napkins • Floor Cleaner • Dish Washing • Toilet Tissue • Box Tissue • Glass Cleaner Urban 4 cities Rural
  • 70. Hygiene products What’s Now? 70 Vietnam Insight Collection In the context of wave 4, most of the important categories (esp. in Rural) bounce back after slowing down in H1 of 2021 Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 % Value growth of Hygiene products by category (vs YA) Floor Cleaner Sanitary Napkin Feminine Wash Mouth Rinse Dish Wash Toilet Tissue Box Tissue Urban 4 key cities Rural 2020 H1’21 12 we Aug 2021 -1000% -500% 0% 500% 1000% 1500% 0% 500% 1000% 1500% 0% 200% 400% 600% 800% 1000% -10000% 0% 10000% 20000% 30000% -500% 0% 500% 1000% 1500% 2000% 0% 1000% 2000% 3000% -5000% 0% 5000% 10000%
  • 71. W H A T ’ S N E X T ?
  • 72. Hygiene products What’s Next? 72 Vietnam Insight Collection Opportunities for Hygiene Products How to grow via buyer recruitment How to gain consumers loyalty Premiumization opportunity through the growth of smaller brands Near future trend
  • 73. Hygiene products What’s Next? 73 Vietnam Insight Collection URBAN 4 CITIES RURAL Hygiene Categories - Avg. Penetration Growth (vs YA) More new buyers for Hygiene Products last year, however they did not stay for long, in exception for several categories. What can we learn from categories that consistently recruit buyers? 0.5 0.5 -1.5 -1.0 0.5 0.5 -1.5 -1.0 2020 52 we Aug 2021 • Floor Cleaner • Liquid Detergent • Bathroom Cleaner • Box Tissue • Mouth Rinse • Liquid Detergent • Bathroom Cleaner • Box Tissue • Mouth Rinse Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 *Categories in the pink box are those with consistent penetration growth
  • 74. Hygiene products What’s Next? 74 Vietnam Insight Collection There are 3 key important things shown by growing categories: to maintain pricing level, to be competitive in in-store promotion game and to be present in emerging channels (Online) Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Consistently growing in penetration Price Change (12 we Aug 2021 vs YA) Mouth Rinse Powder Detergent (Urban 4 cities) (Urban 4 cities) 12 we Aug 20 12 we Aug 20 (Rural) (Rural) 12 we Aug 21 12 we Aug 21 12 we Aug 21 12 we Aug 21 -1% +6% 124 97 -16% +1% 142 71 349 86 Floor Cleaners Fabric Softener Box Tissue Toothbrush Vol. Under Promotion Index (vs Total Hygiene) in MT Urban 4 cities Online Share Index (vs Total Hygiene) in Urban 4 cities Consistently declining in penetration #1. Maintaining Price Level #2. In-Store Promotion Competitiveness #3. Online Presence
  • 75. Hygiene products What’s Next? 75 Vietnam Insight Collection Apart from recruiting new buyers, it’s also important for us to gain consumers loyalty through driving consumption Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 URBAN 4 CITIES RURAL Hygiene Categories - Avg. Consumption Growth (vs YA) 2020 52 we Aug 2021 • Fabric Softener • Liquid Detergent • Bathroom Cleaner • Shampoo • Liquid Detergent • Toothbrush • Fabric Softener Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 *Categories in the pink box are those with consistent consumption growth 3 10 -6.0 1.0 3 10 -6.0 1.0
  • 76. Hygiene products What’s Next? 76 Vietnam Insight Collection In order to drive consumption, pushing big pack is crucial. This also enables consumers behaviour of stocking up during COVID waves Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Movement from Small to Bigger Pack (% Volume per trip change | 12 we Aug vs YA) Urban 4 Cities Urban 4 Cities Rural Rural The faster growth of Big Bottle and Big Pouch (% Volume per trip change | 12 we Aug vs YA) Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 +4% +11% +2% +11% +12% +15% +6% +9% Shampoo Liquid Detergent Toothbrush Fabric Softener
  • 77. Hygiene products What’s Next? 77 Vietnam Insight Collection The situation of surge that happened last year also brings opportunity for smaller brands* in for Hygiene Products as consumers seem to be more open to try new brands last year Contribution of Top 5 Players to total market (avg. 21 categories in 2020) 84% Growth contribution of Top 5 Players to total market growth (avg. 21 categories in 2020) 67% Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 (*) Smaller Brands: Outside top 5 in respective categories Average FMCG brands bought (52 we ending Aug …) 61.7 2019 64.2 2020 65.4 2021
  • 78. Hygiene products What’s Next? 78 Vietnam Insight Collection … and the growth of smaller brands opens up the opportunity for premiumization. As smaller brands are in overall bought in more premium pricing. Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Average Price Index for smaller brands: 153 Home Care Personal Care Tissue Napkin Botany Floor Cleaner Intima Ziaja Feminine Wash Saigon Care Tissue Choice L Floor Cleaner Kotex Sanitary Napkins Elene Tissue Coop Select Dishwash
  • 79. Hygiene products 79 Vietnam Insight Collection What have we cover so far? • Consumers are reacting to Wave 4 of COVID by increasing spending almost as high as they did in Wave 1. There is, however, a trend of prioritization/rationalization. Packaged Foods and Dairy, categories that serve a role as Immune Booster are prioritized. Leading to modest growth for Hygiene Products in Wave 4 compared to Wave 1. Especially in Urban regions. • Hygiene Products are still showing growth (although lower compared to last year), fueled by higher spending and larger trip sizes, despite reducing frequency of purchase. This shopping behavior have been happening for recent years, even enhanced by the emergence of Covid 19 social distancing. • For demographic drivers, Consumers in most regions still increase spending for Hygiene Products in recent months although not as fast as 2020 number. Restriction Policy in regions seem to play an important role as consumers in in HCMC and Cantho are reducing their spending for Hygiene Products. • For Channel view, Small MT format Online are still preferred over larger format stores. Within MT, Minis has become has surpassed Hyper Super for Hygiene Products purchase. • Despite slowing down at total level recently, there are still categories within Hygiene Products able to grow both in long and short term. Indicating there is still opportunity for the rest of categories to grow. • How to keep on recruiting buyers: There are more new buyers coming into the categories last year. These buyers, however, are not staying for long. Within this situation, there are categories that are consistently recruiting buyers. The drivers of this trend come down to great execution: the ability to maintain price, offering in- store promotion and being present in emerging channels. • Gain consumer loyalty: apart from recruiting buyers, gaining loyalty through consumption is also important for growth. several categories able to gain consumers loyalty consistently by locking up their buyers through bigger packs. • Acceleration of smaller brands: the surging growth that happened in 2020 is not only driven by top brands. We saw a greater contribution to growth coming from smaller brands. This trend opens the opportunity for premiumization as these brands are in overall priced higher compared to the category average. • Momentum to re-surge: Latest reading shows that consumers are staring to increase their spend in COVID Wave 4 at the same pace as they did in Wave 1. Manufacture push is crucial to drive this growth, as consumers are still prioritizing Packaged Foods sector. What’s Now? What’s Next?
  • 80. Cooking Aids What’s Now? 80 Vietnam Insight Collection C O O K I N G A I D S
  • 81. Cooking Aids 81 Vietnam Insight Collection What is in Cooking Aids? Taste Enhancers Sauces Other Seasoning MSG Salt Plus Granules Meal Maker Fish Sauce Soya sauce Chilli sauce Ketchup Mayonnaise Pasta sauce Sugar Cooking oil
  • 82. W H A T ’ S N O W ?
  • 83. Cooking Aids What’s Now? 83 Vietnam Insight Collection Panic purchase and in-home consumption have been revealed more clearly in Urban than Rural for Cooking Aids categories… Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Index vs pre-covid week (average week of April 2019) – Weekly Cooking Aids spending 0 50 100 150 200 250 7-Apr 28-Apr 19-May 9-Jun 30-Jun 21-Jul 11-Aug 1-Sep 22-Sep 13-Oct 3-Nov 24-Nov 15-Dec 5-Jan 26-Jan 16-Feb 8-Mar 29-Mar 19-Apr 10-May 31-M ay 21-Jun 12-Jul 9-Aug 30-Aug 20-Sep 11-Oct 1-Nov 22-Nov 13-Dec 3-Jan 24-Jan 14-Feb 7-M ar 28-Mar 18-Apr 9-May 30-May 20-Jun 11-Jul 1-Aug Urban Rural 2020 2021 2019 Wave 1 Wave 2 Wave 4 Tet period Tet period Wave 3 Week ending 15-Aug
  • 84. Cooking Aids What’s Now? 84 Vietnam Insight Collection … driven by higher spending and more items purchased for each trip Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Cooking Aids | Data updated August 15th 2021 Weekly Cooking Aids – Index vs pre-covid week (average week of April 2019) URBAN 4 CITIES RURAL Penetration % Frequency Spend per trip No. unit per trip 2020 2021 2019 0 50 100 150 200 5-M ay 26-May 16-Jun 7-Jul 28-Jul 18-Aug 8-Sep 29-Sep 20-Oct 10-Nov 1-Dec 22-Dec 12-Jan 2-Feb 23-Feb 15-M ar 5-Apr 26-Apr 17-M ay 7-Jun 28-Jun 26-Jul 16-Aug 6-Sep 27-Sep 18-Oct 8-Nov 29-Nov 20-Dec 10-Jan 31-Jan 21-Feb 14-Mar 4-Apr 25-Apr 16-May 6-Jun 27-Jun 18-Jul 8-Aug Week ending Tet period Tet period 2020 2021 2019 15-Aug 0 50 100 150 200 5-M ay 26-May 16-Jun 7-Jul 28-Jul 18-Aug 8-Sep 29-Sep 20-Oct 10-Nov 1-Dec 22-Dec 12-Jan 2-Feb 23-Feb 15-M ar 5-Apr 26-Apr 17-M ay 7-Jun 28-Jun 26-Jul 16-Aug 6-Sep 27-Sep 18-Oct 8-Nov 29-Nov 20-Dec 10-Jan 31-Jan 21-Feb 14-Mar 4-Apr 25-Apr 16-May 6-Jun 27-Jun 18-Jul 8-Aug Tet period Tet period 15-Aug Wave 1 Wave 2 Wave 3 Wave 4 Wave 1 Wave 2 Wave 3 Wave 4 2020 2021 2019 0 50 100 150 200 5-M ay 26-May 16-Jun 7-Jul 28-Jul 18-Aug 8-Sep 29-Sep 20-Oct 10-Nov 1-Dec 22-Dec 12-Jan 2-Feb 23-Feb 15-M ar 5-Apr 26-Apr 17-M ay 7-Jun 28-Jun 26-Jul 16-Aug 6-Sep 27-Sep 18-Oct 8-Nov 29-Nov 20-Dec 10-Jan 31-Jan 21-Feb 14-Mar 4-Apr 25-Apr 16-May 6-Jun 27-Jun 18-Jul 8-Aug Week ending Tet period Tet period 2020 2021 2019 15-Aug 0 50 100 150 200 5-M ay 26-May 16-Jun 7-Jul 28-Jul 18-Aug 8-Sep 29-Sep 20-Oct 10-Nov 1-Dec 22-Dec 12-Jan 2-Feb 23-Feb 15-M ar 5-Apr 26-Apr 17-M ay 7-Jun 28-Jun 26-Jul 16-Aug 6-Sep 27-Sep 18-Oct 8-Nov 29-Nov 20-Dec 10-Jan 31-Jan 21-Feb 14-Mar 4-Apr 25-Apr 16-May 6-Jun 27-Jun 18-Jul 8-Aug Tet period Tet period 15-Aug Wave 1 Wave 2 Wave 3 Wave 4 Wave 1 Wave 2 Wave 3 Wave 4
  • 85. Cooking Aids What’s Now? 85 Vietnam Insight Collection Despite the slowdown in the first 6 months of 2021, under the impact of the latest wave, a significant rise in demand for Cooking Aids is observed across cities and regions. Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Cooking Aids | Data updated August 15th 2021 % Value growth of Cooking Aids by cities/ regions (vs YA) URBAN 4 CITIES RURAL 12 12 12 18 10 1 2 0 2 -3 25 30 18 33 16 -5 0 5 10 15 20 25 30 35 Total Urban 4 cities HCMC Hanoi Danang Cantho 11 15 12 6 -1 -4 -2 2 10 13 7 8 -15 -10 -5 0 5 10 15 20 25 Total Rural North Central South 12 12 12 18 10 1 2 0 2 -3 25 30 18 33 16 -5 0 5 10 15 20 25 30 35 Total Urban 4 cities HCMC Hanoi Danang Cantho 11 15 12 6 -1 -4 -2 2 10 13 7 8 -15 -10 -5 0 5 10 15 20 25 Total Rural North Central South 2020 H1’21 12 we Aug 2021
  • 86. Cooking Aids What’s Now? 86 Vietnam Insight Collection Unlike the 1st wave of COVID when stocking behavior was mostly witnessed amongst HHs with high income, a significant growth has been seen across income groups as the latest wave is much more severe. Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Cooking Aids | Data updated August 15th 2021 % Value growth of Cooking Aids by income (vs YA) URBAN 4 CITIES RURAL 2020 H1’21 12 we Aug 2021 12 6 17 1 5 -2 25 26 25 Total Urban 4 cities Low Mid-low HH income Mid-high High HH income 10 -2 24 0 -4 5 18 11 23 Total Rural Low Mid-low HH income Mid-high High HH income 12 6 17 1 5 -2 25 26 25 Total Urban 4 cities Low Mid-low HH income Mid-high High HH income 10 -2 24 0 -4 5 18 11 23 Total Rural Low Mid-low HH income Mid-high High HH income
  • 87. Cooking Aids What’s Now? 87 Vietnam Insight Collection For Cooking Aids, Street shops is the key channel that contributes up to 60% of value sales. Minimarket plays a more and more important role. Online is still small but is a promising channel for Cooking Aids categories as buyers are seeking convenience. Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021 % Value share by channel URBAN 4 CITIES 52.7 52.5 53.7 55.8 55.1 57.8 8.8 8.5 5.7 19.9 18.5 15.7 14.5 13.3 10.9 14.6 15.2 13.5 6.2 6.6 9.3 6 7.4 8.6 3.9 5 5.9 13.9 14.1 14.5 MAT 19 MAT 20 MAT 21 MAT 19 MAT 20 MAT 21 Others Online Minimarket Hyper Super Wet market Street shops FMCG Cooking Aids
  • 88. Cooking Aids What’s Now? 88 Vietnam Insight Collection Minimarket and Online are consistently keeping good momentum. Noticeably, more accessible channels including Street shops also benefit more in Wave 4 due to stricter movement measures Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021 % Value growth of Cooking Aids by channel (vs YA) URBAN 4 CITIES 12 1 25 12 5 37 7 4 -17 15 -4 -8 33 2 72 110 53 118 2020 H1'21 12 we Aug 2021 All Retailers Street Shops Wet Market Hyper Super Minimarket Online
  • 89. Cooking Aids What’s Now? 89 Vietnam Insight Collection To better understand Cooking Aids movement, we classify these categories into 3 sectors: 1 NECESSITY 2 CONVENIENCE 3 DIPPING SAUCE MSG Sugar Fish Sauce Soya Sauce Salt plus Cooking Oils Granules Meal Maker Oyster Sauce Chili Sauce Ketchup/Tomato Sauce Mayonnaise Pasta Sauce
  • 90. Cooking Aids What’s Now? 90 Vietnam Insight Collection Convenience and Dipping are showing impressive growth, implicating people are adopting more modern solutions in the kitchen. Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Cooking Aids | Data updated August 15th 2021 % Value growth of Categories within Cooking Aids (vs YA) *Categories in color circles are top growing Urban 4 key cities Rural NECESSITY Sugar Soya Sauce Oyster Sauce Mayonnaise CONVENIENCE DIPPING SAUCE 23% 17% 2020 H1'21 12 we Aug'21 31% 17% 2020 H1'21 12 we Aug'21 45% 23% 2020 H1'21 12 we Aug'21
  • 91. Cooking Aids What’s Now? 91 Vietnam Insight Collection Young shoppers with high HH income have higher endorsement for Convenience Dipping categories, especially in Urban. Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Cooking Aids | Data updated August 15th 2021 % Value growth of Categories within Cooking Aids (12 we Aug 21 vs YA) URBAN 4 CITIES RURAL Necessity Convenience Dipping Necessity Convenience Dipping Necessity Convenience Dipping 0 10 20 30 40 50 60 70 Total Urban 4 cities HH income =17mln HH income 17mln Main shopper 40 Main shopper 40+ 0 10 20 30 40 50 60 70 Rural HH income =7mln HH income 7mln Main shopper 40 Main shopper 40+ 0 10 20 30 40 50 60 70 Total Urban 4 cities HH income =17mln HH income 17mln Main shopper 40 Main shopper 40+ 0 10 20 30 40 50 60 70 Rural HH income =7mln HH income 7mln Main shopper 40 Main shopper 40+
  • 92. W H A T ’ S N E X T ?
  • 93. Cooking Aids What’s Next? 93 Vietnam Insight Collection For Cooking Aids to grow further, we’re about to review the 4 paths of growth Recruit new buyers Gain consumers loyalty Surf the trends Value up (premiumization) 1 4 2 3
  • 94. Cooking Aids What’s Next? 94 Vietnam Insight Collection The Convenience and Dipping segments are expected to have more headroom to grow further in both Urban Rural in the next 3 years. Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Cooking Aids | Data updated August 15th 2021 *CAGR 3 years = Compound Annual Growth rate using historical of the last 3 years to calculate Cooking Aids performance — MAT Aug’21 CAGR in 3 years % Penetration MSG  0% 85 Sugar  0% 96 Fish Sauce  0% 96 Soya Sauce  +1% 88 Salt plus +3% 38 Cooking oils 0% 98 Granules  +2% 76 Meal Maker  +8% 28 Oyster Sauce  +8% 42 Chilli Sauce  +2% 85 Ketchup +11% 46 Mayonnaise  +18% 32 Pasta Sauce  0% 3 CAGR in 3 years % Penetration 0% 95 -1% 95 +1% 96 0% 70 -3% 47 +1% 99 +4% 70 -4% 9 +28% 12 +1% 72 +51% 11 +35% 4   Urban 4 Key Cities CATEGORIES Rural Necessity Easy Convenience Dipping
  • 95. Cooking Aids What’s Next? 95 Vietnam Insight Collection The common theme seen within Cooking Aids when it comes to buyer recruitment is bundling which has evolved from the same to different formats and types. Minimarket Online are channels for development moving forward in both Urban and Rural. Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Cooking Aids | Data updated August 15th 2021 Bundle with others Presence at modern channels No. categories purchased per HH/year 7.8 6.6 8.0 6.7 8.1 6.8 Urban 4 cities Rural MAT Aug 19 MAT Aug 20 MAT Aug 21 % Buyer by channels (in Urban 4 key cities) 34.0 2.4 8.0 3.8 47.4 6.8 Minimarkets Online MAT Aug 19 MAT Aug 20 MAT Aug 21 % Buyer of Cooking Aids - Minimarkets in Rural Shopper base are x6 within 2 years, acquiring nearly 2 million rural households. MAT Aug 19 MAT Aug 21 2% 11% From bundle products of same formats, same types To bundle products of different formats, different types
  • 96. Cooking Aids What’s Next? 96 Vietnam Insight Collection Due to higher demand for in-home cooking, Cooking Aids consumption has been increasing healthily, starting from last year when Covid first came. Convenience Dipping categories enjoy sustainable growth in both Urban and Rural. Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Cooking Aids | Data updated August 15th 2021 URBAN 4 CITIES RURAL Cooking Aids Cats. Avg. Consumption Change FY 2019 MAT Aug 2020 MAT Aug 2021 • Granules • Oyster Sauce • Chilli Sauce • Granules • Meal Maker • Oyster Sauce • Chilli Sauce * Categories in the pink box are those with consistent consumption growth (*) To calculate consumption change of Cooking Aids, we calculate consumption change of each category then get the average number. 0 -4.0 5.0 6.0 5.0 3.0 0 -4.0 5.0 6.0 5.0 3.0
  • 97. Cooking Aids What’s Next? 97 Vietnam Insight Collection COVID-19 acts as the catalyst for the bigger trip due to panic buying in both Urban and Rural. The upsizing trend happened across channels in the past 2 years. In the latest year, MT, especially Minimarket is where this trend occurs strongly. Higher trip spend, bigger pack Channels Cooking Aids performance by key measures (% change vs YA) % Pack size change in Urban 4 key cities (vs YA) Spend per trip (000 VND) Av. Packsize * Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Cooking Aids | Data updated August 15th 2021 (*) To calculate average packsize change of Cooking Aids, we calculate packsize change of each category then get the average number. 34.0 3 -1 0 0 8.0 4 2 2 2 1 0 3 3 5 All channels General Trade Modern Trade Hyper Super Minimarket FY 2019 MAT P8’20 MAT P8’21 3 2 8 6 7 7 Urban 4 cities Rural 3 -1 4 5 1 4 Urban 4 cities Rural FY 2019 MAT Aug 20 MAT Aug 21
  • 98. Cooking Aids What’s Next? 98 Vietnam Insight Collection COVID-19 has amplified the already-underway healthy eating demand and elevated it into another milestone, opening up the opportunity for premiumization. 79% of people agree that they are ready to pay a higher price for healthier foods Heathier option Tailored to lifestyle SEED COOKING OILS – Volume share % Manufacturers are heading towards diverse needs that Cooking Aids will also need to find itself fit in. Theme 1 Organic Theme 2 Vegan Theme 3 Concentration Concentrated liquid format Knorr Organic Chinsu Shiitake Aji-ngon Mushroom lotus MAT Aug 19 MAT Aug 21 40% 42% Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Cooking Aids | Data updated August 15th 2021 (*) Seed Cooking Oil: Oil extracts from Soybean, Peanut, Olive, Sunflower, Mustard, Canola, Sesame, Gac, Rice, Walnut, Macca, Flaxseed, Cashew,…
  • 99. Cooking Aids What’s Next? 99 Vietnam Insight Collection Easy Convenient | Vietnamese have learned to cope with the prolonged lockdown, adopting new products and technologies to ease their daily routine and busy lives effortlessly. Being their home chef From Regular… Knorr meal maker Vedan meal maker Cholimex marinade BBQ sauce Saigon Food Fresh Meal in 3 mins Pizza 4Ps frozen foods Packaged dipping sauce hot pot maker from Haidilao Hai Thien pho sauce …to Occasional Make it easy Smart kitchen appliances Rising demand for the air fryer, pressure cooker, blender, plant-based milk maker – not only to ease the pain of cooking but also to bring fun and creativity to the kitchen +120% vs LY Source: Google trends
  • 100. Cooking Aids What’s Next? 100 Vietnam Insight Collection Home-cook experience | The Covid-19 pandemic has kept most consumers confined to their homes and shaped a way new experience in cooking and eating habits. Source: Insight Division | Consumer Sentiment Survey in 9 APAC countries, Q8 | February 2021 Culinary inspiration required Delivery/Take-away cooperation opportunity People learn how to transform the regular ingredients into delicious dishes they can’t easily have during the long days of home living hence develop a newfound passion for cooking. Looking towards the future when the national vaccine rollout program and restriction easing of food to go, there comes the make-away offering to continue to expand. People share product recipes and post about their success making local specialties and street foods on social networks. How do you think your spend levels on the following items will change over the next 3 months? Food Delivery Dine-in Bánh bèo Bột chiên Moon cake 21% 19% 61% 19% -13% -56% Same as before Increased Decreased 21% 19% 61% 19% -13% -56% Same as before Increased Decreased Same as before Increased Decreased
  • 101. Cooking Aids 101 Vietnam Insight Collection What have we cover so far? • Under the serious impact of COVID Wave 4, packaged foods, specifically Cooking Aids witnesses increasing panic purchases with more items and higher spending per trip. • Overall, all cities and regions are impacted by the latest wave. However, the situation is more severe in Urban, hence the stock- piling pattern is more pronounced than it is in Rural. • Unlike when the Covid first hit our country, stocking behavior only happened amongst HH with high income, in this wave, all income groups show significant growth in demand for Cooking Aids. • At the Total FMCG level, strict lockdown together with people’s fears of crowded places make Hyper Super suffer a significant drop to the lowest level in 2 years. In contrast, proximity and convenient channels: Street shops, Minimarket and Online are the beneficial ones. • For Cooking Aids, Minimarket Street shops are winners during Covid Wave 4. Though being still modest, Online is a promising playground when people are seeking convenience. • Convenience and Dipping sectors are showing impressive growth, implicating people are adopting more modern solutions in the kitchen, esp. amongst young shoppers with high HH income. There are 4 paths for Cooking Aids to grow even further: Path 1 – Recruit buyers • Bundle with others either same or different formats/types • Being present at Modern Channels including Minimarket and Online. Notice that Minimarket is flourishing in Rural with buyer base expanding by 6 times compared to the last 2 years. Path 2 – Build loyalty • Leverage upsizing trend in Modern Trade Path 3 – Value up (Premiumization) • Justify your brand value by reinforcing the healthy benefits • How about tailoring the product offerings to meet the diversified customers’ demands? The 3 emerging themes are Go vegan, Go Organic and Go concentrated. Path 4 - Surf the trends shaped by Covid • Bringing in effortless cooking solutions and • Dialing up culinary inspiration • Cooperating with delivery platforms providers What’s Now? What’s Next?
  • 102. Non-alcoholic beverages What’s Now? 102 Vietnam Insight Collection N O N - A L C O H O L I C B E V E R A G E S
  • 103. Non-alcoholic beverages 103 Vietnam Insight Collection The decreasing spending on Beverage under COVID is driven by a drop for alcoholic beverages whilst non-alcoholic beverages (NAB) resist better URBAN 4 CITIES RURAL % Value change (vs YA) Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 2020 H1’21 12 we Aug 2021 1 0 3 1 1 -1 -13 -27 -2 Beverages Alcoholic Beverages Non-alcoholic Beverages 0 -7 7 3 6 3 -8 -22 3 Beverages Alcoholic Beverages Non-alcoholic Beverages
  • 104. Non-alcoholic beverages 104 Vietnam Insight Collection Which categories are included in Non-Alcoholic Beverage? Mainly for Out-of-home consumption Mainly for In-home consumption This classification is based on %drinking occasion of each category, indexed with total NAB, in Kantar Drink Usage Study Energy Drink Bottled Water Coffee Tea Carbonated Soft Drinks Juices
  • 105. W H A T ’ S N O W ?
  • 106. Non-alcoholic beverages What’s Now? 106 Vietnam Insight Collection In long term, spending on NAB is still on an upward trend in both Urban and Rural. However, the momentum is impacted adversely during Covid periods, especially wave 2 onwards Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Index vs pre-covid week (average week of April 2019) – Weekly Non-alcoholic Beverages spending 60 80 100 120 140 160 180 200 7-Apr 28-Apr 19-May 9-Jun 30-Jun 21-Jul 11-Aug 1-Sep 22-Sep 13-Oct 3-Nov 24-Nov 15-Dec 5-Jan 26-Jan 16-Feb 8-Mar 29-Mar 19-Apr 10-May 31-M ay 21-Jun 12-Jul 9-Aug 30-Aug 20-Sep 11-Oct 1-Nov 22-Nov 13-Dec 3-Jan 24-Jan 14-Feb 7-M ar 28-Mar 18-Apr 9-May 30-May 20-Jun 11-Jul 1-Aug Urban Rural 2020 2021 2019 Wave 1 Wave 2 Wave 4 Tet period Tet period Wave 3 Week ending 15-Aug
  • 107. Non-alcoholic beverages What’s Now? 107 Vietnam Insight Collection Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 Weekly Non-alcoholic Beverages – Index vs pre-covid week (average week of April 2019) Less spending on NAB during Covid periods result from less buyers purchasing within the market. Under these periods of lockdown, buyers tend to opt for bulkier trip esp in Urban areas Penetration % Frequency Spend per trip No. unit per trip Penetration % Frequency Spend per trip No. unit per trip Penetration % Frequency Spend per trip No. unit per trip Penetration % Frequency Spend per trip No. unit per trip 2020 2021 2019 70 80 90 100 110 120 130 140 150 160 170 5-M ay 26-May 16-Jun 7-Jul 28-Jul 18-Aug 8-Sep 29-Sep 20-Oct 10-Nov 1-Dec 22-Dec 12-Jan 2-Feb 23-Feb 15-M ar 5-Apr 26-Apr 17-M ay 7-Jun 28-Jun 26-Jul 16-Aug 6-Sep 27-Sep 18-Oct 8-Nov 29-Nov 20-Dec 10-Jan 31-Jan 21-Feb 14-Mar 4-Apr 25-Apr 16-May 6-Jun 27-Jun 18-Jul 8-Aug Week ending Tet period Tet period 2020 2021 2019 15-Aug 50 60 70 80 90 100 110 120 130 140 150 160 170 5-M ay 26-May 16-Jun 7-Jul 28-Jul 18-Aug 8-Sep 29-Sep 20-Oct 10-Nov 1-Dec 22-Dec 12-Jan 2-Feb 23-Feb 15-M ar 5-Apr 26-Apr 17-M ay 7-Jun 28-Jun 26-Jul 16-Aug 6-Sep 27-Sep 18-Oct 8-Nov 29-Nov 20-Dec 10-Jan 31-Jan 21-Feb 14-Mar 4-Apr 25-Apr 16-May 6-Jun 27-Jun 18-Jul 8-Aug Tet period Tet period 15-Aug Wave 1 Wave 2 Wave 3 Wave 4 Wave 1 Wave 2 Wave 3 Wave 4 2020 2021 2019 70 80 90 100 110 120 130 140 150 160 170 5-M ay 26-May 16-Jun 7-Jul 28-Jul 18-Aug 8-Sep 29-Sep 20-Oct 10-Nov 1-Dec 22-Dec 12-Jan 2-Feb 23-Feb 15-M ar 5-Apr 26-Apr 17-M ay 7-Jun 28-Jun 26-Jul 16-Aug 6-Sep 27-Sep 18-Oct 8-Nov 29-Nov 20-Dec 10-Jan 31-Jan 21-Feb 14-Mar 4-Apr 25-Apr 16-May 6-Jun 27-Jun 18-Jul 8-Aug Week ending Tet period Tet period 2020 2021 2019 15-Aug 50 60 70 80 90 100 110 120 130 140 150 160 170 5-M ay 26-May 16-Jun 7-Jul 28-Jul 18-Aug 8-Sep 29-Sep 20-Oct 10-Nov 1-Dec 22-Dec 12-Jan 2-Feb 23-Feb 15-M ar 5-Apr 26-Apr 17-M ay 7-Jun 28-Jun 26-Jul 16-Aug 6-Sep 27-Sep 18-Oct 8-Nov 29-Nov 20-Dec 10-Jan 31-Jan 21-Feb 14-Mar 4-Apr 25-Apr 16-May 6-Jun 27-Jun 18-Jul 8-Aug Tet period Tet period 15-Aug Wave 1 Wave 2 Wave 3 Wave 4 Wave 1 Wave 2 Wave 3 Wave 4 URBAN 4 CITIES RURAL
  • 108. Non-alcoholic beverages What’s Now? 108 Vietnam Insight Collection Spending on NAB in Covid times was decreased by older shopper groups, mainly because of their cautious budget allocation. However, those groups still had tendency to buy NAB in long term, when life gradually adapt to new normal Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam Rural Vietnam | Data updated August 15th 2021 % Value growth of Non-alcoholic Beverages by Household ages (vs YA) URBAN 4 CITIES RURAL 2020 H1’21 12 we Aug 2021 7 11 5 10 6 3 23 6 4 -3 3 15 5 1 0 -5 0 5 10 15 20 25 Total Urban 4 cities Main Shopper Age 30 Main Shopper Age 30-39 Main Shopper Age 40-49 Main Shopper Age 50+ 3 -6 6 -1 6 -1 2 -1 -3 -1 -2 16 -5 -8 -1 -15 -10 -5 0 5 10 15 20 25 Total Rural Main shopper age 30 Main shopper age 30-39 Main shopper age 40-49 Main shopper age 50+
  • 109. Non-alcoholic beverages What’s Now? 109 Vietnam Insight Collection Spending for NAB in occasional-shopping retailers (Hyper Super and Wet market) reduce the most when Covid happened. Proximity stores (Street shop or Mini stores) were prioritized to buy NAB in this context Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated August 15th 2021 % Value growth of Non-alcoholic Beverages by channel (vs YA) 2020 H1’21 12 we Aug 2021 7 7 12 12 51 -5 3 5 1 -4 -5 -3 3 4 -35 -7 44 3 All Retailers Street Shops Wet Market Hyper Super Minimarket Gift/ Sampling URBAN 4 CITIES
  • 110. Non-alcoholic beverages What’s Now? 110 Vietnam Insight Collection Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam Categories Map based (% Value Growth vs YA) Short Term Decline (12we Aug vs YA) Long Term Growth (FY 20 vs 19) Long Term Decline (FY 20 vs 19) Short Term Growth (12we Aug vs YA) • Bottled Water • Energy Drink • Coffee • Bottled Water • Juices • Tea • CSD • CSD • Energy Drink • Juices • Tea • Coffee Urban 4 cities Rural In terms of product choice, categories that are prone to be used in OOH occasions increase in the Covid context, which indicates a movement from OOH to IH consumption due to the limited movement
  • 111. W H A T ’ S N E X T ?
  • 112. Non-alcoholic beverages What’s Next? 112 Vietnam Insight Collection There is sizeable opportunity for Non-alcoholic beverages market to growth further. It is important for manufacturers to acknowledge drinking motivation and occasions to meet consumer demand Categories CAGR in 3 years % Penetration Bottled water +7% 62.0 CSD +1% 84.2 Energy Drink +7% 49.5 Juices +15% 37.2 Loose Leaf Tea +2% 46.5 Tea Bag  -2% 29.9 Instant Tea  +8% 31.4 Ready-to-drink Tea  +17% 55.1 Instant Coffee  +8% 72.3 Ground Coffee  -1% 31.0 Ready-to-drink Coffee  +4% 5.5 CAGR in 3 years % Penetration +4% 41.6 -1% 74.6 +5% 47.7 +16% 32.6 +4% 53.3 +6% 9.1 -5% 14.7 0% 41.3 +5% 62.7 -4% 18.5 * 0.8 Urban 4 Key Cities (+4%) Rural (+2%) Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Rural Vietnam | Data updated August 15th 2021 *CAGR 3 years = Compound Annual Growth rate using historical of the last 3 years to calculate Non-alcoholic Beverages performance Green: 3% change Red: -3% change * means low sample size
  • 113. Non-alcoholic beverages What’s Next? 113 Vietnam Insight Collection What next? Capturing Tet gifting The evolution of Flavors Embrace the rising of convenience-driven retail Home life becomes more important The desire for a healthier life continue to expand 1 2 3 4 5
  • 114. Non-alcoholic beverages What’s Next? 114 Vietnam Insight Collection Real purchases contributed to the positive performance of FMCG in Tet 2021 while gifts plummet, mainly because of the discovery of new Covid cases before Tet led to the drop in gifting occasions. However, since gifting is also an important channel for NAB, leveraging both occasion can unlock further growth for brands % Value contribution of real purchases and gifting in Tet 2021 (value next to bar chart is the value growth in Tet 21 vs. Tet 20) URBAN 4 CITIES RURAL Source: Worldpanel Division | Household Panel | Urban 4 key cities Rural | FMCG including Gift | Tet period 4P 84 79 16 21 FMCG NAB 80 75 20 25 FMCG NAB -10% 0% +6% +6% -12% +2% +7% +1% Real purchases Gifting
  • 115. Non-alcoholic beverages What’s Next? 115 Vietnam Insight Collection Purchases for Tet in Urban happen earlier than in Rural. Consumers tend to head to convenient channels for Tet shopping due to the acceleration of COVID-19. Moreover, the promotion also contribute to recruitment of buyers in Tet season in Minimart Source: Worldpanel Division | Household Panel | Urban 4 key cities Rural | FMCG including Gift | Tet period 4P 30 36 28 29 22 18 19 17 Urban 4 cities . Rural 4 weeks ahead 3 weeks ahead 2 weeks ahead 1 week ahead % Value share of real purchases for FMCG at Tet 2021 % Value change of FMCG at Tet 2021 vs. Tet 2020 57 17 9 6 6 1 82 39 -2 0 6 -29 O n l i n e M i n i m a r t W e t m a r k e t S p e c i a l t y s t o r e s S t r e e t s h o p H y p e r S u p e r Urban 4 cities Rural Did you know? Nearly 1 in 5 FMCG transactions in minimarkets are under promotion, growing by +18% vs. Tet 2020.
  • 116. Non-alcoholic beverages What’s Next? 116 Vietnam Insight Collection Ranking amongst top10 most chosen products for gifting in Tet, NAB categories, especially Soft drinks (CSD, Energy Drinks) promises high potential to grow in this season The product that you plan to give? ( % answer) % Value share of Gifting for FMCG (at Tet 2021) Customized packages/ design for Tet season 43 61 33 24 15 11 9 5 Urban 4 cities . Rural 4 weeks ahead 3 weeks ahead 2 weeks ahead 1 week ahead Source: Worldpanel Division | Household Panel | Urban 4 key cities Rural | FMCG including Gift | Tet period 4P Urban 4 Key Cities Rural #6. Tea/ Coffee (7%) #7. Soft drink (7%) #3. Soft drink (11%)
  • 117. Non-alcoholic beverages What’s Next? 117 Vietnam Insight Collection Shoppers are willing spend more on Tet gifting and likely to choose products to fit their budget. Therefore, NAB manufacturers should design proper mixes to captures their baskets for gifting in Tet. Moreover, considering other important criteria will also help The value for “total Gift/ Money” that you are willing to give? (% plan) The most important criteria to choose gift? Gift cost fits my budget Products for Tet usage The preference of the recipient Age and status of receivers Healthcare products Source: Worldpanel Division | Tet Gifting Survey| Urban 4 key cities Rural | FMCG Gifts only | Tet 4 weeks before the 1st day of Tet Urban 4 Key Cities Rural Urban 4 Key Cities Rural 9 6 13 13 23 23 16 16 13 15 25 27 Tet 2020 Tet 2021 100k 100k - 200k 200k - 300k 300 - 500k 500k - 700k 700k - 1M =1M 12 17 27 22 24 24 12 13 9 8 10 11 Tet 2020 Tet 2021 100k 100k - 200k 200l - 300k 300k - 500k 500k - 700k 700k - 1M = 1M 18% 16% 15% 13% 11% 21% 20% 16% 11% 10%
  • 118. Non-alcoholic beverages What’s Next? 118 Vietnam Insight Collection Cutting through by innovations and ensuring success is not an easy J2BD for NAB manufacturers, given that beverage is a dynamic environment for innovation. Therefore, tailoring the innovation to meet the demands and occasions with suitable approaches will help manufacturers to stand out and achieve better result Source: Worldpanel Division | Tet Gifting Survey| Urban 4 key cities Rural | FMCG Gifts only | Tet 4 weeks before the 1st day of Tet • New launches are counted based on new brand, variant, pack size, pack type • Relaunches are included • These launches/relaunches are not necessarily recorded in HH Panel. Number of new launches by sector (number in bracket is % growth vs LY) 3835 3274 1211 882 796 Personcal Care Packaged Foods Beverages Home Care Dairy (+19%) (+55%) (+16%) (+18%) (+16%)
  • 119. Non-alcoholic beverages What’s Next? 119 Vietnam Insight Collection Flavor help the category become more exciting to consumer and diversify brand portfolio. New flavors can revitalize a brand’s offering and encourage new buyers to try for new experience Source: Worldpanel Division | Household Panel | Urban 4 key cities | FMCG 2020 RTD TEA CARBONATED SOFT DRINKS ENERGY AND SPORT DRINKS C2 Blacktea Peach/Lychee Mirinda Cream Soda Warrior Grape Salted Lemon Revive The combination of refreshing soft drinks and delicious taste of cream helps create the curiosity to try new product from Mirinda. +3pts +2pts 7.3% 40% 10.5% incremental buyers incremental buyers trial rate after 1-year launch repurchase penetration after 1-year launch (x2 category average)
  • 120. Non-alcoholic beverages What’s Next? 120 Vietnam Insight Collection 65.2 32.4 69.6 36.1 FMCG Non-Alcohol Beverages Minimart also emerges as proximity channel and inviting to shoppers by offering modernized facilities and broad assortment for shoppers. For Non- alcoholic beverages, this indicates an opportunity to capture this fast advanced channel Source: Worldpanel Division | Household Panel | Urban 4 key cities | Lifestyle Survey 2020 FMCG excluding gifts Minimart emerges as modernized proximity Monthly purchase behaviours in Minimart Minimart performance % Penetration- MAT Aug 21 Non-Alcoholic Beverages 0 500000 1000000 1500000 2000000 2500000 3000000 3500000 0 5 10 15 20 25 30 35 40 P6'18 P13'18 P6'19 P13'19 P6'20 P13'20 P6'21 Penetration Occasion (100,000) Minimarkets now have reached nearly 2/3 of urban household within 1 year until Q1’21 Urban 4 Key Cities Rural 16.9 4.7 20.7 7.3 FMCG Non-Alcohol Beverages MAT Aug 20 MAT Aug 21 Non-Alcoholic Beverages
  • 121. Non-alcoholic beverages What’s Next? 121 Vietnam Insight Collection Another movement to point out is that Food Delivery is more chosen as Covid has created shopping habit for consumers, along with movement of RTS chains to stay close to customers such as Phuc Long kiosks right in Vinmart+ stores. Source: Insight Division | Consumer Sentiment Survey in 9 APAC countries, Q8 | February 2021 21% 19% 61% 19% -13% -56% Food Delivery Eating out Same as before Increased Decreased 21% 19% 61% 19% -13% -56% Food Delivery Eating out Same as before Increased Decreased FB Delivery Phuc Long Kiosks across Vinmart+ Moving forward into new normal, this indicates that NAB players need to watch out Food delivery and Ready-to-serve drink in order to win out-of-home occasions. As part of the transaction, VinCommerce entered into a strategic co-operation agreement with Phúc Long to jointly develop ‘Phúc Long Kiosk’ at more than 2,200 VinMart+ stores nationwide.
  • 122. Non-alcoholic beverages What’s Next? 122 Vietnam Insight Collection High growth rate for in-home consumption was witnessed in categories that used to have low IH usage, which indicated tendency to shift from OOH to IH consumption. However, the upcoming new normal also urges OOH to recover, which requires manufacturers to develop suitable strategies to stay relevant to those occasions Source: Worldpanel Division | Drink Usage study 2019 and household panel % Value share by categories New normal will enable the OOH consumption gradually recover but with newly consuming habits after the pandemic, which urges manufacturers to catch up and stay relevant 37 48 63 52 Energy Drink RTD Tea IH OOH +13% +13% Volume for in-home consumption (12 w/e P8’21 vs. YA)
  • 123. Non-alcoholic beverages What’s Next? 123 Vietnam Insight Collection During Covid, Non-alcoholic beverages witness effort to drive home relevancy. More products have been introduced with the purpose of bring exciting home experience. Beer and CSD also communicate to drive more in-home occasions Introduce products that bring out to in Create occasions for in-home consumption C2 Black Peach Tea Bring popular drink, Black Peach Tea, encouraging in-home experience. Big CSD brands communicate more about family meals Nescafe Barista Nescafe Barista introduced with theme of replicating coffee shop recipe drinks, bringing OOH experience to in home. Aquafina Soda Aquafina Soda is newly introduced in May’21, encouraging consumers in-home habit with DIY drinks. Beer brand talk more about “nhà” to drive drinking occasion
  • 124. Non-alcoholic beverages What’s Next? 124 Vietnam Insight Collection Health rises to be a top priority among urban Vietnamese consumers. Of all the drinking motivations, Health accounts for 13% with very diverse needs. Top two trends related to health are Health/Immunity Boosters and sugar reduction. Source: Worldpanel Division | Drinking Usage Study 2019 | Vietnam 4 key Urban cities | Non-alcoholic beverages and Nutrition | VnExpress, Vietnam Insider What’s driving this trend? 79% 15% Who? Agree they are ready to pay a higher price for healthier foods (2019) of Vietnam’s 95 million population has mental illness due to stress, especially amongst the youth for stress in work or school (2019). Female, age group of 19-34 and above 45+ YO have more health drinking purpose. Drinking motivation? Trends to inspire initiatives Health and immunity Boosters Shifting away from sugar 13% 87% Health motivation Other motivations 13% 87% Health motivation Other motivations • Improve Health   • Detox   • Support Digestion   • Sleep Well   • For Skin Beauty   • Control Weight  
  • 125. Non-alcoholic beverages What’s Next? 125 Vietnam Insight Collection The ‘always high’ concern towards health leads to specific consumer’s preference in Beverages: Health/Immunity booster benefit and Diet No/ Less sugar are gaining popularity Source: Worldpanel Division | Households Panel Lifestyle Survey 2020 | Urban 4 Cities Vietnam Health/Immunity Boosters Shifting away from Sugar Consumers are becoming towards health- conscious, which has opened doors for acceleration of NAB like RTD Tea. Stay relevant through communication that is capturing emerging concern on health and immunity benefit. Ready-to-drink Tea “I prefer to buy low/ free sugar drinks” - % Agree Immunity boost messaging from NAB players Non-alcoholic beverages market can see pockets of growth when consumers are choosing more No/Less Sugar products. Tea+ No Sugar Artichoke tea Vfresh less sugar Pepsi Zero Calories Lemon MAT Aug 2021 vs YA +22% 2010 2020 63% 80%
  • 126. Non-alcoholic beverages 126 Vietnam Insight Collection What have we cover so far? • Spending on FMCG soared up during Covid, which was mainly driven by the rise of Packaged Food. However, the spending on Beverage decreased during Covid, which was driven by the decreasing spending on alcoholic beverage, but still showed its importance in Tet season. Despite slowing down due to less buyers to the categories, non-alcoholic beverage still remained stable in short term and maintained developing in long term with bigger buyer baskets. • Elder shopper groups (30Y.O) reduced their spending on NAB in Covid times. However, those groups still had tendency to buy NAB in long term. • Because of strict lock-down period, proximity stores and minimarts became more preferred by shoppers for NAB. They also showed gradual expansion in long term, while big formats like HyperSuper and Wetmarket suffered shrinkage. Gifting also played as a indispensable channels for NAB. • Impacted by movement restriction, shoppers tended to increase their spending on categories having high OOH usage, which denotes a movement from OOH to IH consumption during the pandemic. • Tet plays crucial role within Non-alcoholic beverages market, hence, it is important for manufacturers to ensure presence that fits target consumers demands and preference for both gifting and real purchasing occasions • Diversity in flavor will be potential innovation which play roles not only expand portfolio but also encourage new experience. • Impressive growth of Minimarket post potential reach point for Non-alcoholic beverages to recruit buyers. However, as market is about to moving towards new normal, it is important to point out potential threat from Food Delivery and Ready-to-serve drinks. • Introducing products bringing out to in and more in-home communication helps manufacturers stay ahead of the game amid pandemic situation. However, remaining relevancy among out-of-home occasion cannot be ignored in new normal. • Rising health and immunity concerns under pandemic situation has created opportunity for Non-alcoholic beverages market to capture preference for Healthy and immunity booster and Diet/ Less Sugar products. What’s Now? What’s Next?
  • 127. Beauty Market What’s Now? 127 Vietnam Insight Collection B E A U T Y M A R K E T
  • 128. Beauty Market 128 Vietnam Insight Collection What kinds of product are included? Hair care Skincare Body care Make-up Hair conditioner Hair colorant Hair styling Facial cleanser Cosmetic remover Facial moisturizer Toner Mask Eye care Sun protection Hand lotion Body lotion Shaving products Deodorant Fragrance Lip Make-up Eye Make-up Face Make-up Nail Make-up Mixed Make-up
  • 129. Beauty Market 129 Vietnam Insight Collection Despite the acceleration in the first half of 2021, Beauty products witnesses a great decline in spending under the impact of the latest wave Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam | Data updated Sep 12th 2021 % Spending change of Personal care sector (vs YA) 9 11 8 -1 -11 13 -14 -9 -40 Personal Care Hygiene Products Beauty Products 2020 H1’21 Q3’2021 URBAN 4 CITIES
  • 130. W H A T ’ S N O W ?