W&s report cooking oil tracking October 2013

REPORT ON COOKING OIL
MARKET
Research time: 6th May – 8th June 2013
Based on Vinaresearch’s panellists

Date: 14th August 2013
Creator: W&S research team

Research information


Research method

: Quantitative – Online research



Timing

: 3rd – 15th May 2013



Sample size

: 1,038



Research area

: Nationwide



Target

: Female aged 20 years old and over
Main decision maker and main buyer of cooking oil product



Research objectives

: Tracking changes in cooking oil market after 1 year



Sampling method

: Internet sampling

Member profile
Unit: %

Age group

Gender

8.5
16 - 24 years old (Code
1~3)
44.3

35 years old and over
(Code 6~8)

47.2

39.9
Male

25 - 34 years old (Code
4,5)

Monthly Household Income

Female
60.1

Marital Status

16.4
Lower (Under 7 mil.
VND)

40.3

41.7

Single

Middle (7 - under 10
mil. VND)

43.3

Upper (10 mil. VND
and over)

Married
58.3

Part I – Cooking Oil Market 2013
A – Consumer usage and attitude
1. Types of cooking oil – Soybean oil is the most familiar cooking oil type
•

Upon 10 surveyed people, there are more than 9 who know about [Soybean oil]. [Sesame oil] comes next with 82% of the respondents
aware of it, followed by [Olive] with 81.9%. [Corn oil] has the lowest awareness with only 8.0%.

•

Besides [Soybean oil], the respondents in all areas know about [Sesame oil] and [Olive] well. Unlike the respondents from the other
two areas, more respondents in the South know about [Olive] than [Sesame oil]. Interestingly, there are relatively more respondents in
the South who know about [Olive] than those in the Central and the North who know about [Sesame Oil].

•

All age groups show a similarity in their recognition of available types of cooking oil. However, the youngest group (20-29 years old)
is a bit short as noticeably fewer of them know about [Sunflower oil] and [Canola].

•

All income groups are most aware of [Soybean oil] with the awareness level of 90.7% for the Lower income group, 96.6% for the
Middle income group and 95.2% for the Upper income group. The Lower income group shows an uneasy fact that they know less
about available types of cooking oil than the other two groups, and their awareness level is considerably lower.

2. Suitable type of cooking oil – Soybean oil is the most suitable cooking oil type
•

The most suitable type of cooking oil for most of the respondents is [Soybean oil] with 74.3%. [Olive] comes next with 51.9%,
followed by [Sesame oil] with 37.7%. Only 2.2% of the respondents think [Corn oil] is suitable for them.

•

All groups choose [Soybean] as the best type of cooking oil for them, followed by [Olive] and [Sesame oil]. The chart pattern for the
three geographic groups closely imitates the unsegregated chart and there is no major difference among geographic areas, indicating
that geographic factor doesn’t affect the respondents’ perception of cooking oil suitability.

•

The majority of the respondents choose [Soybean oil] as the most suitable type of cooking oil for them, regardless of age. Besides,
[Olive] and [Sesame oil] are still well recognized as they are correspondingly ranked at the second and third position. While the oldest
group has a rather similar perception of cooking oil suitability as the other two age groups, their perception on the suitability of [Olive]
and [Sesame oil] is noticeably lower.

2. Suitable type of cooking oil [Conti.]
•

The majority of the respondents choose [Soybean oil] as the most suitable type of cooking oil for them, regardless of age. Besides,
[Olive] and [Sesame oil] are still well recognized as they are correspondingly ranked at the second and third position. While the oldest
group has a rather similar perception of cooking oil suitability as the other two age groups, their perception on the suitability of [Olive]
and [Sesame oil] is noticeably lower.

3. Places for buying cooking oil – More than 4/5 respondents buy cooking oil products at Supermarket
•

83.9% of the respondents buy cooking oil from [Supermarkets], 62.4% from [Grocery] and 37.3% from [Market]. [Convenient
store], [Store specializing in selling cooking oil], [One-price store] and [Online shopping] all have their shares, but the last two are
negligible.

•

The Northern group likes [Convenient store] more and [Market] less than the Southern and Middle groups. The cooking oil
purchasing location is quite similar in all three areas except for [Convenient store] and [Market]. Relatively, more respondents from
the North buy cooking oil from [Convenient store] and fewer of them buy from [Market] than the respondents from the other two
areas.

•

The pattern of cooking oil purchasing location is quite similar for all three age groups, except the youngest group. All three age groups
buy oil from [Grocery] and [Market] second- and third-most often, and noticeably more respondents from the youngest group buy
cooking oil from these two locations.

•

All three groups show no distinctive difference in their choice of where to buy cooking oil. Although the lines cross, there is still no
significant or noticeable discrepancy.

4. Volume and price for the latest purchase – 1-liter bottle with the price of under 50,000 VND is mostly preferred
•

More than half of the respondents tend to buy cooking oil in 2-liter bottles and smaller, with the price disperses between [Under
50,000VND] and [50,000-99,999VND]. In particular, [1 liter] is the most common volume with the price of [Under 50,000 VND].

4. Volume and price for the latest purchase [Conti.]
•

More than half of the respondents tend to buy cooking oil in 2-liter bottles and smaller, with the price disperses between [Under
50,000VND] and [50,000-99,999VND]. 1-, 2- and 5-liter bottles are the most common.

•

In the last time the Northern respondents purchased cooking oil, 149 of them chose [1-liter bottle], 125 of them chose [2-liter] bottle
and 130 of them chose [5-liter] bottle. For comparison, the number of respondents purchasing cooking oil in those three sizes are,
respectively, 46, 22, 38 for the Middle group and 204, 89, 73 for the Southern group. In short, the Northern group tends to buy
relatively more [2-liter] and [5-liter] size than the other two areas.

•

326 of the youngest group chose [1-liter] bottle and 320 of them (41% of the youngest group) chose [2-liter] or [5-liter] bottle. On the
other hand, in the last time the respondents from the other two age groups purchased cooking oil, 73 of them (28% of the middle and
oldest groups) chose [1-liter] bottle and 157 of them (61% of the middle and oldest groups) chose [2-liter] or [5-liter] bottle.

•

The last time the respondents from the Lower income group purchased cooking oil, 83 of them (48% of this group) chose [1-liter]
bottle and 51 of them (30% of this group) chose [2-liter] or [5-liter] bottle. On the other hand, the last time making purchase of
cooking oil, 160 (39%) of the Middle income respondents chose 1-liter bottle and 191 (46%) of them chose [2-liter] or [5-liter] bottle.
The choice of the Upper income respondents is even more different, with only 156 (34%) of them chose 1-liter bottle and 235 (52%)
of them chose [2-liter] or [5-liter] bottle.

B – Brand awareness and brand usage
1. Top 3 cooking oil brands – Neptune is firstly recalled by most respondents
•

As evident in the chart, [Neptune] is at the top with 37.7% of the respondents who are able to recall its brand first when being asked
spontaneously. This brand also takes the first position in Second In Mind category with 23.1%. The first position for Third In Mind of
the respondents is [Tuong An] with 14.3%.

•

While most Northern and Middle respondents recall [Neptune] first with the respective percentage of 49.5% and 31.7%, [Tuong An]
scores the highest in TOM with 45.5% of the Southern group. At Second In Mind, [Simply] is the winning brand with 26.5% votes
from Northern group whereas [Neptune] prevails in both the Middle and Southern groups. In terms of Third in mind, [Tuong An] has
the highest percentage in both the Northern and Middle groups while [Simply] is better recognized in Southern group with 10.8%.

•

More than 3 in 10 respondents from the youngest and oldest group recall [Neptune] first, while 32.5% of the respondents from the
Middle group recall [Tuong An] first. In terms of Second In Mind, [Neptune] is the winner in all three age groups with the respective
percentage of 21.2%, 28.6% and 30.9%. In the Third in mind category, [Tuong An] scores the highest in all three age groups.

•

[Neptune] brand is the first to be recalled by all three SEC groups. Moreover, it is arguably the winner in Second in Mind category,
taking over the Upper income group, breaking even with [Tuong An] in Lower income group and losing with only 1.2% short to
[Simply] in Middle income group. In the Third in Mind category, [Tuong An] wins the Upper and Middle income groups and is just a
bit short of 0.6% to [Simply] in Lower income group

2. Total awareness of cooking oil brands – 92.7% respondents know Tuong An
•

Almost all of the surveyed people know about [Tuong An] and [Neptune]. [Tuong An] has the highest percentage of 92.7%, closely
followed by [Neptune] at 91.0%. [Simply], [Meizan], and [Cai Lan] come next at 79.1%, 72.8%, and 70.3% respectively.

•

While [Tuong An] and [Neptune] are the most and second-most well-known brands of cooking oil among the Middle and Southern
respondents, the order is reversed for those from the North. [Simply], [Meizan] and [Cai Lan] take the next three positions in all three
areas. Although being known to 42% of the respondents from the North and 35.8% of the respondents from the Middle, [Trang An] is
not even in the top 10 best known brands in the South.

2. Total awareness of cooking oil brands [Conti.]
•

[Tuong An] and [Neptune] are still best-known among age groups with [Tuong An] tightly wins over and take the first place.
[Simply], [Meizan] and [Cai Lan] are still well-known across age groups although there is a small change of order in the youngest
group from that of the other two age groups.

•

[Tuong An] and [Neptune] still take the top two positions across income groups and compete neck-to-neck for the first position.
[Tuong An] is better known in the Lower and Middle income groups, losing to [Neptune] by a mere 0.2% in the Upper income group.
However, [Tuong An]’s lead in the Lower and Middle income groups is not significant either. [Simply], [Meizan] and [Cai Lan] also
take the next three positions with a different order in the Lower income group.

3. Past brand – Neptune had the highest percentage of quitting in the past
•

37.8% of the respondents choose [Neptune] as the brand they did not continue using. 18% of the respondents chose to leave [Tuong
An], 16.6% chose to leave [Simply] and a total of 75.9% of the respondents have changed their main cooking oil brand.

•

In the North, more respondents have switched to a new brand from [Neptune] and [Simply], while in the Middle and the South, more
respondents have switched from [Neptune] and [Tuong An]. Considerably more respondents in the North decided to switch from
[Neptune] than the other two areas.

•

More respondents from all three age groups chose to stop using [Neptune]. [Tuong An] and [Cai Lan] take the next two positions in
losing consumers in the youngest and middle groups, while [Tuong An] and [Cai Lan] and [Simply] are chosen for these positions in
the oldest group.

•

Many respondents from three income groups decided to switch from these three brands. [Meizan], [Marvela] and [Cai Lan] also have
respondents stop using their brands but in smaller numbers.

4. Brand used most often – Neptune, Simply and Tuong An are top three brands used most often
•

3 out of 10 respondents are using [Neptune], followed by [Simply] with 25.3%. [Tuong An] takes the third place with 22.3%. Only a
few of the respondents are using other brands such as [Co.opmart], [Otran], [Kiddy] or [Nutra Omega-3].

•

[Neptune] is currently used by more respondents from the North and the Middle, closely followed by [Simply]. [Tuong An] takes the
fourth position in the North with 6.4% and the third position in the Middle with 18.7%. In the South, [Tuong An] manages to take the
first position with 40.1% and also creates a big gap of 15.8% with the runner-up [Neptune].

•

While [Neptune] is able to put [Simply] in the runner-up position in the youngest group, [Simply] wins in the other two age groups.
[Neptune] is 12% ahead of [Simply] in the youngest group, but [Simply] can only stay ahead of [Neptune] with 5.4% and 1.8% in the
other two age groups. Meanwhile, [Tuong An] is firmly put in the third position in all three age groups.

•

While the Middle and Upper income groups show a strong favor to [Neptune], then [Simply] and [Truong An], the Lower income
group chooses otherwise. [Tuong An] takes the lead in this group, followed by [Neptune] and [Simply]. However, these three brands
do not have big gaps between them in the Lower income group like they do in the other two groups.

5. Future brand – 82.0% respondents intends to change to use another brand and Simply is the brand they are looking for
•

75.9% of the respondents have changed their brands. Still, 82% of them intend to do so again in the future. [Simply] is chosen by
26.6% of the respondents as their future brand, closely followed by [Neptune] at 23.3%. Far behind is [Tuong An] with only 13.7% of
the respondent intend to switch and use it in the future.

•

More respondents in the Middle and the South intend to change their cooking oil brand to [Neptune], then [Simply] and [Tuong An].
The Northern respondents tend to switch to [Simply] more than [Neptune] or [Tuong An]. [Tuong An] is chosen by only 9.7% of the
Northern respondents as their future brand, while that number is 16% for the Middle respondents and 17.5% for the Southern
respondents.

5. Future brand [Conti.]
•

[Simply] is taking the lead as the new brand when the respondents switch, with a not very safe distance from [Neptune]. While the
youngest and the middle aged groups are a little more likely to switch to [Simply], the oldest group shows the tendency for both
[Neptune] and [Simply].

•

All three income groups tend to switch to [Simply] with [Neptune] and [Tuong An] are next in order. Except for that the intention of
switching to other less well-known brands is all different, all three income groups enjoy a rare agreement as to the order of the 3
major brands that they should use in the future.

6. Coverage of dominant brands – Top brands in the market has a sign of loosing points in front of respondents

•

[Tuong An], [Neptune], [Meizan] and [Cai Lan] are showing a negative sign as their coverage in the future is lower than that in the
present and the past. [Simply] is the only major brand which has more coverage on respondents in the future.

Part II – MARKET 2012 VS. 2013
[1] Supermarket is not the dominant channel anymore in 2013
In 2012, the percentage of [Supermarket] is likely to dominate purchasing channels with 72.0%. However, it is threaten by the increase of
other channels such as [Grocery], [Convenient store] and [Market].
[2] This year, fewer respondents recall Tuong An and Simply first

When being asked spontaneously, there are relatively more respondents who recall [Neptune] first compared to 2012, while [Simply] and
[Tuong An] have noticeably fewer respondents who recall them. The net result is that [Neptune] has taken the top position from [Tuong
An] for TOM category.
[3] Respondents’ awareness of major cooking oil brands has decreased
The relative number of respondents who are aware of the more popular brands like [Tuong An], [Neptune] and [Simply] has decreased
from that of 2012. On the other hand, the less popular brands like [Cai Lan], [Kiddy], [Chinsu] now have relatively more respondents
who are aware of them.
[4] Neptune, Simply and Tuong An all have more potential consumers in 2013 than in 2012
While the percentage of respondents who have used or are currently using these three brands has not significantly changed since 2012, the
percentage of respondents who intend to use them in the future has considerably improved.

Research findings
1
PART I – COOKING OIL MARKET 2013

2
PART II – MARKET 2012 VS. 2013

C. Research findings
1
1. Types of cooking oil
2. Suitable type of cooking oil
3. Places for buying cooking oil products
4. Volume and price for the latest purchase
1. Top 3 cooking oil brands
2. Awareness of cooking oil brands
3. Past brand
4. Brand used most often
5. Future brand
6. Popularity of dominant brands

[Soybean oil] is most familiar to the surveyed people
Upon 10 surveyed people, there are more than 9 who know about [Soybean oil]. [Sesame oil] comes next with 82% of the respondents aware of it,
followed by [Olive] with 81.9%. [Corn oil] has the lowest awareness with only 8.0%.

[Figure 1.1] Customer awareness on types of cooking oil

Unit: %

100.0

95.0
82.0

81.9

80.0

60.0
47.7
39.0

40.0

20.0

8.0
2.8
0.0
Soybean oil

Sesame oil

Olive

Sunflower oil

Canola

 Q. Please tell us what kind of cooking oil you know in the list below? [MA] Based on n=1,036 know clearly about types of cooking oil

Corn oil

Others

[Olive] is better known in Southern area
Besides [Soybean oil], the respondents in all areas know about [Sesame oil] and [Olive] well. Unlike the respondents from the other two areas, more
respondents in the South know about [Olive] than [Sesame oil]. Interestingly, there are relatively more respondents in the South who know about [Olive]
than those in the Central and the North who know about [Sesame Oil].

[Figure 1.2] Customer Awareness on types of cooking oil – By Area

Unit: %

100.0

80.0

60.0

40.0

20.0

0.0
Northern (n=469)
Middle (n=123)
Southern (n=444)

Soybean oil
96.2
91.9
94.6

Sesame oil
82.3
81.3
82.0

Olive
81.9
74.0
84.2

Sunflower oil
48.2
42.3
48.6

Canola
38.4
34.1
41.0


Corn oil
8.3
11.4
6.8

Others
3.0
2.4
2.7

There is a similarity in the recognition of cooking oil types among age groups.
All age groups show a similarity in their recognition of available types of cooking oil. However, the youngest group (20-29 years old) is a bit short as
noticeably fewer of them know about [Sunflower oil] and [Canola].

[Figure 1.3] Customer awareness on types of cooking oil – By Age

Unit: %

100.0

80.0

60.0

40.0

20.0

0.0
20 - 29 years old (n=779)
30 - 39 years old (n=202)
40 years old and over (n=55)

Soybean oil
94.1
99.0
92.7

Olive
80.7
87.6
78.2

Sesame oil
80.5
87.6
83.6

Sunflower oil
44.8
56.4
56.4

Canola
35.3
50.5
49.1


Corn oil
7.4
10.4
7.3

Others
2.8
3.0
1.8

The Lower income group is less aware of available types of cooking oil.
All income groups are most aware of [Soybean oil] with the awareness level of 90.7% for the Lower income group, 96.6% for the Middle income group
and 95.2% for the Upper income group. The Lower income group shows an uneasy fact that they know less about available types of cooking oil than the
other two groups, and their awareness level is considerably lower.

[Figure 1.4] Customer awareness on types of cooking oil – By SEC

Unit: %

100.0

80.0

60.0

40.0

20.0

0.0
Lower (n=172)
Middle (n=409)
Upper (n=455)

Soybean oil
90.7
96.6
95.2

Sesame oil
73.8
82.9
84.4

Olive
69.8
82.6
85.9

Sunflower oil
31.4
49.6
52.1

Canola
26.7
39.4
43.3


Corn oil
8.7
7.8
7.9

Others
3.5
2.7
2.6

The majority of 1,036 respondents think [Soybean oil] is most suitable for them
The most suitable type of cooking oil for most of the respondents is [Soybean oil] with 74.3%. [Olive] comes next with 51.9%, followed by [Sesame oil]
with 37.7%. Only 2.2% of the respondents think [Corn oil] is suitable for them.

[Figure 2.1] Suitable type of cooking oil

Unit: %

100.0

80.0

74.3

60.0

51.9
37.7

40.0

17.4

20.0

14.4
2.2

2.5

Corn oil

Others

0.0
Soybean oil

Olive

Sesame oil

Sunflower oil

Canola

 Q. Please tell us which type of cooking oil is best for you? [SA] Based on n=1,036 know clearly about types of cooking oil

There is no significant difference among geographic groups
All groups choose [Soybean] as the best type of cooking oil for them, followed by [Olive] and [Sesame oil]. The chart pattern for the three geographic
groups closely imitates the unsegregated chart and there is no major difference among geographic areas, indicating that geographic factor doesn’t affect
the respondents’ perception of cooking oil suitability.

[Figure 2.2] Suitable type of cooking oil – By Area

Unit: %

100.0

80.0

60.0

40.0

20.0

0.0
Northern (n=469)
Middle (n=123)
Southern (n=444)

Soybean oil
75.9
75.6
72.3

Olive
50.7
48.0
54.3

Sesame oil
38.2
37.4
37.4

Sunflower oil
20.0
13.8
15.5


Canola
15.8
8.9
14.4

Corn oil
3.2
1.6
1.4

Others
1.3
7.3
2.5

[Soybean oil] is still the top choice regardless of age
The majority of the respondents choose [Soybean oil] as the most suitable type of cooking oil for them, regardless of age. Besides, [Olive] and [Sesame
oil] are still well recognized as they are correspondingly ranked at the second and third position. While the oldest group has a rather similar perception of
cooking oil suitability as the other two age groups, their perception on the suitability of [Olive] and [Sesame oil] is noticeably lower.

[Figure 2.3] Suitable type of cooking oil – By Age

Unit: %

100.0

80.0

60.0

40.0

20.0

0.0
20 - 29 years old (n=779)
30 - 39 years old (n=202)

Soybean oil
72.5
79.2
81.8

Olive
54.2
49.0
30.9

Sesame oil
37.7
41.1
25.5

Sunflower oil
17.3
18.3
14.5


Canola
12.7
19.3
20.0

Corn oil
2.1
3.0
1.8

Others
2.1
3.5
5.5

Monthly household income does not affect respondents’ choices
There is no change when analyzing the respondents’ perception of cooking oil suitability by SEC. In details, [Soybean oil] still scores the highest at
78.5% for the Lower income group, 78.0% for the Middle income group and 69.5% for the Upper income group. The SEC chart patterns closely follow
the unsegregated chart and there is no major difference among SEC groups, indicating SEC factor doesn’t affect consumer’s perception of cooking oil
suitability.

[Figure 2.4] Suitable type of cooking oil – By SEC

Unit: %

100.0

80.0

60.0

40.0

20.0

0.0
Lower (n=172)
Middle (n=409)
Upper (n=455)

Soybean oil
78.5
78.0
69.5

Olive
44.2
52.1
54.7

Sesame oil
33.7
37.9
39.1

Sunflower oil
11.6
21.3
16.0

Canola
10.5
15.2
15.2


Corn oil
4.1
1.5
2.2

Others
3.5
2.2
2.4

3. Places for buying cooking oil
Supermarkets are the dominant retailer of cooking oil
83.9% of the respondents buy cooking oil from [Supermarkets], 62.4% from [Grocery] and 37.3% from [Market]. [Convenient store], [Store
specializing in selling cooking oil], [One-price store] and [Online shopping] all have their shares, but the last two are negligible.

[Figure 3.1] Places for buying cooking oil

Unit: %

100.0
83.9
80.0
62.4
60.0

37.3

40.0

28.4
15.2

20.0

2.1

0.9

0.2

Online shopping

Others

0.0
Supermarket

Grocery

Market

Convenient store Store specializing One-price store
in selling cooking
oil

 Q. Please tell us where you usually buy cooking oil for your family? [MA] Based on n=1,038

The Northern group likes [Convenient store] more and [Market] less…
… than the Southern and Middle groups. The cooking oil purchasing location is quite similar in all three areas except for [Convenient store] and
[Market]. Relatively, more respondents from the North buy cooking oil from [Convenient store] and fewer of them buy from [Market] than the
respondents from the other two areas.

[Figure 3.2] Places for buying cooking oil – By Area

Unit: %

100.0

80.0
60.0
40.0
20.0
0.0
Supermarket
Nothern (n=471)
Central (n=123)
Southern (n=444)

Grocery

Convenient
store

82.2
74.0
88.5

63.3
71.5
59.0

36.7
18.7
22.3

Market

29.1
47.2
43.2


Store
specializing in
One-price store
selling cooking
oil
18.3
1.3
18.7
4.1
11.0
2.5

Online
shopping

Others

0.8
0.0
1.1

0.4
0.0
0.0

The youngest group prefers buying cooking oil from [Grocery] and [Market]
The pattern of cooking oil purchasing location is quite similar for all three age groups, except the youngest group. All three age groups buy oil from
[Grocery] and [Market] second- and third-most often, and noticeably more respondents from the youngest group buy cooking oil from these two
locations.

[Figure 3.3] Places for buying cooking oil – By Age

Unit: %

100.0

80.0
60.0
40.0
20.0
0.0
Supermarket
20 - 29 years old (n=780)
30 - 39 years old (n=203)

Grocery

Market

Convenient
store

83.5
85.7
83.6

65.9
53.2
47.3

39.2
31.0
32.7

29.7
25.1
21.8


Store
specializing
in selling
cooking oil
16.2
13.3
9.1

One-price
store

Online
shopping

Others

2.1
2.5
1.8

0.9
1.0
0.0

0.1
0.5
0.0

Income groups have similar choice of their cooking oil vendors
All three groups show no distinctive difference in their choice of where to buy cooking oil. Although the lines cross, there is still no significant or
noticeable discrepancy.

[Figure 3.4] Places for buying cooking oil – By SEC

Unit: %

100.0

80.0
60.0
40.0
20.0
0.0
Supermarket
Lower (n=172)
Middle (n=411)
Upper (n=455)

Grocery

Market

Convenient
store

80.8
82.7
86.2

70.3
62.3
59.6

42.4
37.5
35.2

23.3
28.0
30.8


Store
specializing in
One-price store
selling cooking
oil
12.8
1.7
16.3
1.5
15.2
2.9

Online
shopping

Others

.6
1.0
.9

0.0
.2
.2

1-liter bottle with the price of under 50,000 VND is mostly preferred
More than half of the respondents tend to buy cooking oil in 2-liter bottles and smaller, with the price disperses between [Under 50,000VND] and
[50,000-99,999VND]. In particular, [1 liter] is the most common volume with the price of [Under 50,000 VND]

[Figure 4.1] Volume and price for the latest purchase

Unit: %

100.0
80.0
60.0
40.0
20.0
0.0
250 ml (n=26)
400 ml (n=25)
500 ml (n=69)
1 litre (n=399)
1.8 litre (n=40)
2 litre (n=236)
5 litre (n=241)
Others (n=2)

Under 50,000
VND
69.2
48.0
55.1
69.2
25.0
5.1
0.4
0.0

50,000 - 99,999
VND
26.9
48.0
39.1
25.3
42.5
61.9
2.5
0.0

100,000 - 149,999 150,000 - 199,999 200,000 - 249,999 250,000 - 299,999 300,000 VND and
VND
VND
VND
VND
over
0.0
3.8
0.0
0.0
0.0
4.0
0.0
0.0
0.0
0.0
5.8
0.0
0.0
0.0
0.0
3.8
1.0
0.8
0.0
0.0
20.0
10.0
2.5
0.0
0.0
19.1
11.0
3.0
0.0
0.0
10.0
31.5
55.2
0.0
0.4
50.0
0.0
50.0
0.0
0.0

 Q. Please tell us the bottle size and the price you paid for that size in the last time you purchased cooking oil? [Matrix SA] Based on n=1,038

Northern respondents tend to buy bigger bottles
In the last time the Northern respondents purchased cooking oil, 149 of them chose 1-liter bottle, 125 of them chose 2-liter bottle and 130 of them chose
5-liter bottle. For comparison, the number of respondents purchasing cooking oil in those three sizes are, respectively, 46, 22, 38 for the Middle group
and 204, 89, 73 for the Southern group. In short, the Northern group tends to buy relatively more 2-liter and 5-liter size than the other two areas.
Unit: %

[Figure 4.2] Volume and price for the latest purchase – By Area


The youngest group prefers 1-liter bottle
326 of the youngest group chose 1-liter bottle and 320 of them (41% of the youngest group) chose 2-liter or 5-liter bottle. On the other hand, in the last
time the respondents from the other two age groups purchased cooking oil, 73 of them (28% of the middle and oldest groups) chose 1-liter bottle and 157
of them (61% of the middle and oldest groups) chose 2- or 5-liter bottle.
Unit: %

[Figure 4.3] Volume and price for the latest purchase – By Age


The Lower income group tends to purchase smaller bottles
The last time the respondents from the Lower income group purchased cooking oil, 83 of them (48% of this group) chose 1-liter bottle and 51 of them
(30% of this group) chose 2- or 5-liter bottle. On the other hand, the last time making purchase of cooking oil, 160 (39%) of the Middle income
respondents chose 1-liter bottle and 191 (46%) of them chose 2- or 5-liter bottle. The choice of the Upper income respondents is even more different,
with only 156 (34%) of them chose 1-liter bottle and 235 (52%) of them chose 2- or 5-liter bottle.
Unit: %

[Figure 4.4] Volume and price for the latest purchase – By SEC


Research findings
1
3. Places for buying cooking oil product
2. Awareness of cooking oil brand
3. Past brand
4. Brand used most often
5. Future brand
6. Coverage of dominant brands

[Neptune] is recalled first by 37.7% of the surveyed people
As evident in the chart, [Neptune] is at the top with 37.7% of the respondents able to recall its brand first when being asked spontaneously. This brand
also takes the first position in Second In Mind category with 23.1%. The first position for Third In Mind of the respondents is [Tuong An] with 14.3%.

[Figure 1.1] Top three cooking oil brands

Unit: %

60.0
50.0
40.0

37.7

30.0

26.1
23.1
17.8

20.0

14.3
10.0

17.0

18.5
10.2

8.4

3.9

5.9 6.0

5.6
3.3 4.7

4.8 5.8
1.6

0.8 0.2 1.3

0.5 0.0 0.0

0.5 0.4 0.8

0.5 0.5 0.6

Kiddy

Co.opmart

De Nhat

Otran

0.0

Neptune

Tuong An

Simply

Meizan
TOM

Marvela
Second in mind

Cai Lan

Third in mind

 Q. Please tell us what cooking oil brands in Vietnam you know / have heard of? [SA] Based on n=1,038

Choices among geographic groups are sharply dissimilar
While most Northern and Middle respondents recall [Neptune] first with the respective percentage of 49.5% and 31.7%, [Tuong An] scores the highest
in TOM with 45.5% of the Southern group. At Second In Mind, [Simply] is the winning brand with 26.5% votes from Northern group whereas
[Neptune] prevails in both the Middle and Southern groups. In terms of Third in mind, [Tuong An] has the highest percentage in both the Northern and
Middle groups while [Simply] is better recognized in Southern group with 10.8%.
Unit: %

[Figure 1.2] Top three cooking oil brands – By Area


There is significant difference among groups
More than 3 in 10 respondents from the youngest and oldest group recall [Neptune] first, while 32.5% of the respondents from the Middle group recall
[Tuong An] first. In terms of Second In Mind, [Neptune] is the winner in all three age groups with the respective percentage of 21.2%, 28.6% and
30.9%. In the Third in mind category, [Tuong An] scores the highest in all three age groups.
Unit: %

[Figure 1.3] Top three cooking oil brands – By Age


SEC groups are different in terms of Second In Mind and Third In Mind
[Neptune] brand is the first to be recalled by all three SEC groups. Moreover, it is arguably the winner in Second in Mind category, taking over the
Upper income group, breaking even with [Tuong An] in Lower income group and losing with only 1.2% short to [Simply] in Middle income group. In
the Third in Mind category, [Tuong An] wins the Upper and Middle income groups and is just a bit short of 0.6% to [Simply] in Lower income group.
Unit: %

[Figure 1.4] Top three cooking oil brands – By SEC


2. Total awareness of cooking oil brands
[Tuong An] scores highest at 92.7%
Almost all of the surveyed people know about [Tuong An] and [Neptune]. [Tuong An] has the highest percentage of 92.7%, closely followed by
[Neptune] at 91.0%. [Simply], [Meizan], and [Cai Lan] come next at 79.1%, 72.8%, and 70.3% respectively.

[Figure 2.1] Total awareness of cooking oil brands

Unit: %

100.0

92.7

91.0
79.1

80.0

72.8

70.3

60.0
48.9
40.6
40.0

38.2

38.0
29.3

20.0

0.0
Tuong An

Neptune

Simply

Meizan

Cai Lan

Marvela

Kiddy

Chinsu

De Nhat

 Q. Please tell us what cooking oil brands in the below you have heard of / know clearly? (WITH A LIST OF BRANDS PROVIDED) [MA] Based on n=1,038

Nutra Omega3

Brand awareness of the Northern respondents is sharply different
While [Tuong An] and [Neptune] are the most and second-most well-known brands of cooking oil among the Middle and Southern respondents,
the order is reversed for those from the North. [Simply], [Meizan] and [Cai Lan] take the next three positions in all three areas. Although being
known to 42% of the respondents from the North and 35.8% of the respondents from the Middle, [Trang An] is not even in the top 10 best known
brands in the South.

[Figure 2.2] Total awareness of cooking oil brands – By Area

Unit: %

Northern

Middle

Neptune

94.5

Tuong An

Tuong An

91.7

Neptune

Simply

89.2

Southern

Meizan

Meizan

71.5

Cai Lan
Trang An

67.7
42.0

91.9
85.4
75.6

Tuong An

93.9

Neptune

89.0

Meizan

73.4

Cai Lan

70.7

Cai Lan

73.0

Simply

69.1

Simply

71.2

Marvela

53.7

Marvela

Chinsu

39.5

Kiddy

Marvela

39.3

Chinsu

Kiddy

38.6

De Nhat

36.6

Kiddy

Trang An

35.8

Chinsu

57.9

De Nhat

34.2

50.4
39.8

Co.opmart

45.3

De Nhat

42.3
39.9
36.3


[Tuong An] and [Neptune] are still best-known among age groups…
…with [Tuong An] tightly wins over and take the first place. [Simply], [Meizan] and [Cai Lan] are still well-known across age groups although there is
a small change of order in the youngest group from that of the other two age groups.

[Figure 2.3] Total awareness of cooking oil brands – By Age

Unit: %

20 - 29 years old

30 - 39 years old


Tuong An

92.4

Tuong An

94.1

Tuong An

90.9

Neptune

90.6

Neptune

93.1

Neptune

89.1

Simply

83.7

Cai Lan

74.5

Simply

74.5

Simply

78.2

Meizan

72.7

Cai Lan

70.1

Marvela

47.1

Meizan

75.4

Cai Lan

70.0

Meizan

Kiddy

56.7

Marvela

56.7

65.5

Co.opmart

47.3

Chinsu

38.6

Marvela

De Nhat

37.3

De Nhat

41.4

De Nhat

Kiddy

37.1

Chinsu

38.9

Kiddy

30.9

Chinsu

29.1

Trang An

29.5

Nutra Omega-3

36.0

38.2
34.5


[Tuong An] and [Neptune] still take the top two positions across income groups…
… and compete neck-to-neck for the first position. [Tuong An] is better known in the Lower and Middle income groups, losing to [Neptune] by a mere
0.2% in the Upper income group. However, [Tuong An]’s lead in the Lower and Middle income groups is not significant either. [Simply], [Meizan] and
[Cai Lan] also take the next three positions with a different order in the Lower income group.

[Figure 2.4] Total awareness of cooking oil brands – By SEC

Unit: %

Lower

Middle

Upper

Tuong An

91.9

Tuong An

93.2

Neptune

92.7

Neptune

86.0

Neptune

91.2

Tuong An

92.5

Simply

77.3

Simply

79.8

Simply

Cai Lan

70.3

Meizan

73.5

Meizan

Meizan

69.8

Cai Lan

72.7

79.1

Cai Lan

73.4
68.1

Marvela

39.5

Marvela

De Nhat

39.0

Kiddy

41.4

Kiddy

40.6

De Nhat

39.1

Chinsu

37.1

Chinsu

34.9

Chinsu

Kiddy

32.6

De Nhat

Co.opmart

26.2

Trang An

49.9

36.3
32.4

Marvela

Nutra Omega-3


51.6
42.9

31.4

3. Past brand
[Neptune] is the brand used most often in the past.
37.8% of the respondents choose [Neptune] as the brand they did not continue using. 18% of the respondents chose to leave [Tuong An], 16.6% chose to
leave [Simply] and a total of 75.9% of the respondents have changed their main cooking oil brand.

[Figure 3.1] Past brand

Unit: %

50.0

40.0

Used other brands in the past
75.9%

35.8

30.0
24.1
18.0

20.0

16.6
10.2

10.0

6.7

6.3

1.3

1.0

0.6

De Nhat

Nakydako

Chinsu

0.6

0.0
Neptune

Tuong An

Simply

Meizan

Marvela

Cai Lan

 Q. Amongst brands you know, what brand you had used as main brand in the past before changing to use the current one? [SA] Based on n=1,038

Trang An Don't use any
other brand
in the past

3. Past brand
[Tuong An], [Neptune] and [Simply] all have lost their consumers
In the North, more respondents have switched to a new brand from [Neptune] and [Simply], while in the Middle and the South, more respondents have
switched from [Neptune] and [Tuong An]. Considerably more respondents in the North decided to switch from [Neptune] than the other two areas.

[Figure 3.2] Past brand – By Area

Unit: %

Northern

Middle

Neptune

45.9

Simply

25.5

Meizan

10.6

Tuong An
Cai Lan

7.3
5.7

Neptune

Southern
29.7

Tuong An

17.1

Tuong An

31.9

Neptune

27.7

Meizan

13.5

Marvela

9.2

Marvela

13.5

Simply

8.6
8.1

Simply

9.9

Meizan

9.0

Cai Lan

Marvela

1.4

Cai Lan

Chinsu

0.9

Trang An

2.7

Nakydako

2.1

Nutra Omega-3

0.7

De Nhat

1.8

De Nhat

1.8

Trang An

0.5

Queen

0.9

Binh An

0.8

De Nhat

0.5

Otran

0.9

Co.opmart

0.8

6.3

 Q. Amongst brands you know, what brand you had used as main brand in the past before changing to use the current one? [SA] Based on n=916 used another brand in the past

3. Past brand
Different age groups show little difference in the brands that they switched
More respondents from all three age groups chose to stop using [Neptune]. [Tuong An] and [Cai Lan] take the next two positions in losing consumers in
the youngest and middle groups, while [Tuong An] and [Cai Lan] and [Simply] are chosen for these positions in the oldest group.

[Figure 3.3] Past brand – By Age

Unit: %

20 - 29 years old
Neptune

30 - 39 years old
35.6

Tuong An

19.2

Simply

16.3

Meizan

11.5

Neptune

39.5

Simply

18.9

Tuong An

17.3

Neptune

35.6

Tuong An

17.8

Cai Lan

11.1
11.1

Cai Lan

5.9

Simply

Marvela

6.3

Meizan

5.4

Nakydako

Cai Lan

6.1

Marvela

5.4

Marvela

8.9
6.7

De Nhat

1.0

De Nhat

2.2

Meizan

Trang An

0.7

Nakydako

1.6

Co.opmart

2.2

Chinsu

0.6

Chinsu

1.1

Happi Koki

2.2

Nutra Omega-3

0.6

Sailing Boat

0.5

Binh An

4.4

0.0


3. Past brand
[Neptune], [Tuong An] and [Simply] lose customers across income groups
Many respondents from three income groups decided to switch from these three brands. [Meizan], [Marvela] and [Cai Lan] also have respondents stop
using their brands but in smaller numbers.

[Figure 3.4] Past brand – By SEC

Unit: %

Lower

Middle

Neptune

32.9

Neptune

Tuong An

21.0
20.3

35.0

Simply

Simply

Tuong An

Meizan
Marvela
Cai Lan

9.1
6.3
4.9

Upper

18.5
14.6

Meizan

12.4

Neptune

38.8

Tuong An

21.7

Simply

13.7

Meizan

Marvela

7.4

Cai Lan

Cai Lan

7.2

Marvela

8.0
6.1
4.9

Nutra Omega-3

1.4

Nakydako

1.4

De Nhat

1.7

De Nhat

1.4

Co.opmart

0.8

Chinsu

1.2

Chinsu

0.7

Binh An

0.6

Trang An

1.0

Nakydako

0.7

De Nhat

0.6

Queen

0.7


4. Brand used most often (BUMO)
[Neptune] is at the top with 33.2%
3 out of 10 respondents are using [Neptune], followed by [Simply] with 25.3%. [Tuong An] takes the third place with 22.3%. Only a few of the
respondents are using other brands such as [Co.opmart], [Otran], [Kiddy] or [Nutra Omega-3].

[Figure 4.1] Brand used most often (BUMO)

Unit: %

50.0

40.0
33.2
30.0
25.3
22.3
20.0

10.0

7.2
3.9

3.3
0.8

0.7

0.5

0.5

Co.opmart

Otran

Kiddy

Nutra Omega3

0.0
Neptune

Simply

Tuong An

Meizan

Cai Lan

 Q. Amongst brands you know, what brand you are currently using? [SA] Based on n=1,038

Marvela

[Neptune] and [Simply] enjoy the market in the Northern and Middle areas
[Neptune] is currently used by more respondents from the North and the Middle, closely followed by [Simply]. [Tuong An] takes the fourth position in
the North with 6.4% and the third position in the Middle with 18.7%. In the South, [Tuong An] manages to take the first position with 40.1% and also
creates a big gap of 15.8% with the runner-up [Neptune].

[Figure 4.2] Brand used most often (BUMO) – By Area

Unit: %

Northern

Middle

Neptune

42.5

Simply

35.5

Meizan

8.5

Tuong An
Cai Lan

6.4
2.8

Neptune

Southern
30.1

Simply

26.0

Tuong An

18.7

Meizan

8.1

Tuong An

40.1

Neptune

24.3

Simply

14.4

Meizan

5.6

Cai Lan

5.7

Marvela

5.4

5.7

Cai Lan

4.5

Otran

1.3

Marvela

Marvela

0.6

Kiddy

Kiddy

0.4

Binh An

Co.opmart

0.4

Queen

0.4

Co.opmart

1.4

0.8

Nutra Omega-3

0.9

Chinsu

0.8

Nakydako

0.7

Trang An

0.8

Happi Koki

0.7

2.4


[Neptune], [Simply] and [Tuong An] are still favored among age groups
While [Neptune] is able to put [Simply] in the runner-up position in the youngest group, [Simply] wins in the other two age groups. [Neptune] is 12%
ahead of [Simply] in the youngest group, but [Simply] can only stay ahead of [Neptune] with 5.4% and 1.8% in the other two age groups. Meanwhile,
[Tuong An] is firmly put in the third position in all three age groups.

[Figure 4.3] Brand used most often (BUMO) – By Age

Unit: %

20 - 29 years old
Neptune

30 - 39 years old
35.1

Simply

Simply

23.1

Tuong An

21.9

33.0

Neptune

Tuong An

Meizan
Cai Lan
Marvela

8.5
4.5
3.1


27.6
22.7

Simply

29.1

Neptune

27.3

Tuong An

Marvela

3.4

Meizan

Meizan

2.5

Marvela

Cai Lan

1.5

Cai Lan

25.5
7.3
5.5
3.6

Co.opmart

0.9

Kiddy

1.5

Queen

Otran

0.5

Nutra Omega-3

1.5

Binh An

0.0

Happi Koki

0.4

Otran

1.5

Elise

0.0

Kiddy

0.3

Chinsu

1.0

Kiddy

0.0


1.8

SEC groups also have their own favorites
While the Middle and Upper income groups show a strong favor to [Neptune], then [Simply] and [Truong An], the Lower income group chooses
otherwise. [Tuong An] takes the lead in this group, followed by [Neptune] and [Simply]. However, these three brands do not have big gaps between
them in the Lower income group like they do in the other two groups.

[Figure 4.4] Brand used most often (BUMO) – By SEC

Unit: %

Lower

Middle

Tuong An

24.4

Neptune

Neptune

23.8

Simply

Upper

Simply

19.8

Meizan

15.7

Cai Lan

7.6

34.5
26.0

Tuong An

21.4

Meizan
Marvela

6.3
4.6

Neptune

35.6

Simply

26.8

Tuong An
Meizan

22.2
4.8

Cai Lan

3.3

Marvela

2.4

Marvela

2.3

Cai Lan

Co.opmart

1.2

Kiddy

0.7

Otran

1.1

Chinsu

1.2

Co.opmart

0.7

Co.opmart

0.7

Nakydako

1.2

De Nhat

0.7

Nutra Omega-3

0.7

Kiddy

0.6

Otran

0.5

Oilla

0.4

2.9


5. Future brand
Many respondents have changed their brand, and they intend to do so again
75.9% of the respondents have changed their brands. Still, 82% of them intend to do so again in the future. [Simply] is chosen by 26.6% of the
respondents as their future brand, closely followed by [Neptune] at 23.3%. Far behind is [Tuong An] with only 13.7% of the respondent intend to switch
and use it in the future.

[Figure 5.1] Future brand

Unit: %

50.0

Intend to change
82.0%

40.0

30.0

26.6
23.3
18.0

20.0
13.7
10.0

6.1

4.9

4.9

3.9

2.7

2.4

Chinsu

Cai Lan

Kiddy

1.9

0.0
Simply

Neptune

Tuong An

Nutra
Omega-3

Meizan

Marvela

 Q. Amongst brands you know, what brand you intend to change in the future? [SA] Based on n=1,038

Co.opmart Not intend to
change

5. Future brand
The Middle and Southern groups share similar intention
More respondents in the Middle and the South intend to change their cooking oil brand to [Neptune], then [Simply] and [Tuong An]. The Northern
respondents tend to switch to [Simply] more than [Neptune] or [Tuong An]. [Tuong An] is chosen by only 9.7% of the Northern respondents as their
future brand, while that number is 16% for the Middle respondents and 17.5% for the Southern respondents.

[Figure 5.2] Future brand – By Area

Unit: %

Northern

Middle

Simply

32.8

Neptune

21.3

Tuong An
Nutra Omega-3
Meizan

9.7
7.7
5.9

Southern

Neptune

28.0

Neptune

Simply

27.0

Simply

Tuong An

24.1
19.7

Tuong An

16.0

17.5

Marvela

5.0

Marvela

Nutra Omega-3

5.0

Chinsu

5.0

6.4

Marvela

3.6

Meizan

4.0

Nutra Omega-3

4.7

Chinsu

3.3

Kiddy

3.0

Co.opmart

4.4

Cai Lan

3.1

De Nhat

3.0

Meizan

4.2

Kiddy

3.1

Cai Lan

2.0

Cai Lan

2.5

Otran

2.6

Chinsu

2.0

De Nhat

2.2

 Q. Amongst brands you know, what brand you intend to change in the future? [SA] Based on n=851 intending to change another brand

5. Future brand
[Simply] and [Neptune] race neck-to-neck across age groups
[Simply] is taking the lead as the new brand when the respondents switch, with a not very safe distance from [Neptune]. While the youngest and the
middle aged groups are a little more likely to switch to [Simply], the oldest group shows the tendency for both [Neptune] and [Simply].

[Figure 5.3] Future brand – By Age

Unit: %

20 - 29 years old
Simply

30 - 39 years old
27.0

Neptune

23.6

Tuong An

13.8

Simply

Neptune

Neptune

23.7

Tuong An

16.7

Simply

27.2

16.7

Tuong An

13.9

11.9

Nutra Omega-3

5.8

Nutra Omega-3

6.4

Co.opmart

9.5

Meizan

5.7

Marvela

5.8

Marvela

9.5

Marvela

4.4

Chinsu

2.9

Nutra Omega-3

9.5

Chinsu

4.4

De Nhat

2.9

Cai Lan

4.8

Cai Lan

2.8

Meizan

2.3

Meizan

4.8

Kiddy

2.4

Kiddy

2.3

De Nhat

4.8

Co.opmart

1.6

Sailing Boat

2.3

Binh An


2.4

5. Future brand
All three income groups tend to switch to [Simply]…
… with [Neptune] and [Tuong An] are next in order. Except for that the intention of switching to other less well-known brands is all different, all three
income groups enjoy a rare agreement as to the order of the 3 major brands that they should use in the future.

[Figure 5.4] Future brand – By SEC

Unit: %

Lower
Simply

28.5

Neptune

24.8

Tuong An

13.1

Meizan
Chinsu

Middle

8.8
4.4

Simply

Upper
Simply

28.2

Neptune

Neptune

24.5

Tuong An

24.5
21.6

Tuong An

11.3

16.0

Marvela

5.8

Nutra Omega-3

Nutra Omega-3

5.8

Marvela

4.9

7.7

Kiddy

2.9

Meizan

4.0

Cai Lan

4.4

Marvela

2.9

Chinsu

3.7

Meizan

4.4

Cai Lan

2.2

Kiddy

2.5

Chinsu

3.9

Nutra Omega-3

2.2

De Nhat

2.5

Kiddy

2.1

De Nhat

2.2

Co.opmart

2.1

Co.opmart

1.8


6. Coverage of dominant brands
Leading cooking oil brands are loosing their points with the surveyed consumers
[Tuong An], [Neptune], [Meizan] and [Cai Lan] are showing a negative sign as their coverage in the future is lower than that in the present and the past.
[Simply] is the only major brand which has more coverage on respondents in the future.

[Figure 6] Coverage of dominant brands

Unit: %

Based on total awareness
50.0
40.0

30.0
20.0
10.0
0.0
Tuong An
(n=962)
Past
Present
Future

Neptune
(n=945)

Simply
(n=821)

Meizan
(n=756)

Cai Lan
(n=730)

Marvela
(n=508)

Kiddy
(n=421)

Chinsu
(n=396)

De Nhat
(n=394)

22.5
24.0
17.2

41.5
36.5
27.9

20.0
32.0
33.6

12.3
9.9
7.0

8.1
5.5
3.4

11.6
6.7
9.3

0.2
1.2
4.8

1.5
1.0
8.6

2.8
1.0
4.1

Nutra
Omega-3
(n=304)
1.6
1.6
17.4

Research findings
2
PART II – MARKET 2012 vs. 2013
1. Top-of-mind brands
3. Brand’s usage experience

1. Purchasing channels
Supermarket is not the dominant channel anymore in 2013
In 2012, the percentage of [Supermarket] is likely to dominate purchasing channels with 72.0%. However, it is threaten by the increase of other
channels such as [Grocery], [Convenient store] and [Market].

[Figure 1] Purchasing channels

Unit: %

100.0

80.0

60.0

40.0

20.0

0.0
2012 (n=200)
2013 (n=1,038)

Supermarket
72.0
83.9

Grocery
20.0
62.4

Convenient store
4.5
37.3

Market
3.0
28.4

2. Top-of-mind brands
This year, fewer respondents recall Tuong An and Simply first
When being asked spontaneously, there are relatively more respondents who recall [Neptune] first compared to 2012, while [Simply] and [Tuong An]
have noticeably fewer respondents who recall them. The net result is that [Neptune] has taken the top position from [Tuong An] for TOM category

[Figure 2] Top-of-mind brands

Unit: %

60.0
50.0
40.0
30.0
20.0
10.0
0.0
2012 (n=200)
2013 (n=1038)

Neptune
34.0
37.7

Tuong An
34.5
26.1

Simply
23.0
17.0

Meizan
2.5
3.9

Marvela
1.0
3.3

Cai Lan
2.0
1.6

Kiddy
0.0
0.8

Co.opmart
0.0
0.5

De Nhat
1.0
0.5

Otran
0.0
0.5

Respondents’ awareness of major cooking oil brands has decreased
The relative number of respondents who are aware of the more popular brands like [Tuong An], [Neptune] and [Simply] has decreased from that of
2012. On the other hand, the less popular brands like [Cai Lan], [Kiddy], [Chinsu] now have relatively more respondents who are aware of them.

[Figure 3] Awareness of cooking oil brands

Unit: %

100.0

80.0

60.0

40.0

20.0

0.0
Tuong An
2012 (n=200)
2013 (n=1038)

Neptune

Simply

Meizan

Cai Lan

Marvela

Kiddy

Chinsu

De Nhat

96.5
92.7

98.0
91.0

87.5
79.1

82.0
72.8

62.0
70.3

52.5
48.9

34.5
40.6

27.5
38.2

34.0
38.0

Nutra
Omega-3
24.5
29.3

3. Brand’s usage experience
Neptune, Simply and Tuong An all have more potential consumers in 2013 than in 2012
While the percentage of respondents who have used or are currently using these three brands has not significantly changed since 2012, the percentage of
respondents who intend to use them in the future has considerably improved.

[Figure 4] Brand’s usage experience

Unit: %

Past brand

Current brand
31.0

Neptune

35.8

14.0

Simply

16.6

13.0

Tuong An

18.0
0.0

10.0 20.0 30.0 40.0 50.0

2012 (n=200)

2013 (n=1,038)

Future brand
32.5

Neptune

33.2

25.0

Simply

25.3

26.0

Tuong An

22.3
0.0

10.0 20.0 30.0 40.0 50.0

2012 (n=200)

2013 (n=1,038)

13.5

Neptune

23.3

16.0

Simply

26.6

5.5

Tuong An

13.7
0.0

10.0 20.0 30.0 40.0 50.0

2012 (n=200)

2013 (n=1,038)

W&S Company Limited is a 100% Japanese investment. Our main professions are ‘Online market research’,
‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed
over 130,000 members panel with various segmentations across Vietnam.

FOR FURTHER INQUIRIES, PLEASE CONTACT:
W&S Company Limited
» Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC
» Office phone: (848) 38 223 215 Fax: (848) 38 223 216
» Email: info@vinaresearch.jp
» Website: http://vinaresearch.jp/

The copyright of this report belongs to W&S Company Limited. The results (analyzing, wording, data, tables and
graphs) of this survey can be publicly used, but must be cited and sourced from W&S Company Limited (also
include its website address http://vinaresearch.jp).

W&s report cooking oil tracking October 2013

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