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WHAT DO VIETNAMESE 
GROCERY SHOPPERS 
WANT? 
2013 AND BEYOND
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
WHAT HOW 
CONSUMERS VIETNAM CONCERNS TOUCH POINTS 
• Macro outlook 
• Consumer 
Confidence Index 
• FMCG Overview 
• Affordable to 
aspirational 
• Aging population 
• On her mind to in 
her cart 
• Health and 
nutrition 
• In-home 
enjoyment 
• Upgrading for 
value continues 
• Television 
• Online 
• Mobile 
STATE OF 
THE 
MARKET 
WHO
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
STATE OF 
THE 
MARKET 
VIETNAM AT A GLANCE
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
4 
MACROECONOMIC CONDITIONS ARE IMPROVING 
MODERATE INFLATION 
Monthly Inflation 
YOY Inflation 
1,0% 2,2% 
Source: GSO, GSO 2012, Worldbank 
0,1% 
17,3% 
6,5% 6,7% 
INCREASED RESERVES 
1,5 
International reserves 
(in months of import) 
1,9 1,8 
1,6 
2,2 2,3 2,3 
2,7 2,8 
Q1-11 Q3-11 Q1-12 Q3-12 Q1-13 
GROWING EXPORTS 
in 1H’13 vs. YA 
HIGH TECH 
products increase 
CURRENT ACCOUNT SURPLUS 5.9% of GDP
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
5 
Vietnam GDP growth (%) 
6,3 
5,3 
6,8 
5,9 
5,0 5,2 5,2 
Debt to GDP ratio (%) 
45 43 
47 
52 
48 
52 
2007 2008 2009 2010 2011 2012 
SLUGGISH GDP GROWTH 
Source: IMF – Apr’13 
RISE OF BANKKRUPTCY 
Source: Agency of Business Registration 
STRESS ON FISCAL DEFICIT 
Source: Worldbank 
Number of new 
registered enterprise 
reduced 
6.8% 
16% 
26% 
Enterprises registered 
capital reduced 
Q1’13 vs. Q1’12 
Number of enterprises 
stop business 
UNEMPLOYMENT 
Source: GSO 
1.96 
% 
2.28 
% 
RATE IS ON INCREASE 1H’12 
1H’13 
BUT CHALLENGES EXIST…..
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
6 
GROWTH OUTLOOK IS MODEST FOR VIETNAM 
Asia pacific is expected to be fast growing region, yet Vietnam is at lower pace. 
Source: IMF – Apr’13 
Note: Gross domestic product (GDP) is the market value of all officially recognized final goods and services produced within a country in a given period of 
time.
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
7 
THE ECONOMY AND JOB SECURITY ARE KEEPING 
CONSUMERS AWAKE AT NIGHT 
Vietnamese are less confident in the region 
Consumer Confidence Index 
Q2'2013 19 
93 
95 
95 
98 
103 
107 
110 
114 
118 
121 
124 
75 
78 
51 
0 50 100 150 
KO 
TW 
JP 
NZ 
SG 
VN 
AU 
MY 
HK 
CN 
TH 
IN 
PH 
ID 
19 
11 
11 
8 
9 
5 
2 
3 
Q. What is your major concern 
over the next 6 months 
Base : All respondents n=501 
Base : All respondents n=10024 
Consumer Confidence Survey – Q2 – 2013 Field Dates: May 13 to May 31, 2013 
14 
7 
12 
12 
11 
8 
9 
6 
3 
The economy 
Job security 
Increasing utility bills (electricity, gas, 
heating, etc) 
Health 
Increasing food prices 
Work/life balance 
Increasing fuel prices 
Parents' welfare and happiness 
Debt 
% 
Biggest concern Second biggest concern
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
8 
CONSUMERS SHOW SPENDING RESTRAINT 
Consumer Spending & Saving strategies – Q2’13 
SPENDING STRATEGIES 
SAVING STRATEGIES 
67 
65 
63 
Putting into savings 
Holidays / vacations 
New clothes 
New technology… 
Cut down on out-of-home 
entertainment 
Spend less on new clothes 
Try to save on gas and 
electricity 
% 
Q2 2012 
Q2 2013 
% 
“Putting spare cash into savings” means consumers are spending less 
66 
32 
28 
29 
68 
36 
33 
32 
Q: How to utilize spare cash after covering essential living expenses 
Base : All respondents who answered Yes to Q10 (Code 1) n=440 
Source: Nielsen Consumer Confidence Index – Q2’13 
Q: Compared to this time last year, which of the following actions have you taken in order to save on 
household expenses?
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
9 
FMCG IS SLOWING DOWN 
Fast Moving Consumer Goods market dynamics – Total Vietnam 
8,1% 
23,8% 
15,8% 
8,0% 
14,6% 
24,2% 
8,7% 
12,8% 
9,9% 
6,1% 
20,3% 
15,6% 
4,7% 5,8% 
22,9% 
15,5% 
6,6% 7,4% 
11,2% 
12,8% 
20,5%19,9% 
14,6% 15,5% 14,7% 
25,0% 
12,9% 
10,0% 
27,6% 
7,2% 
4,3% 
3,0% 3,0% 
11,3% 
5,5% 
15,6% 
9,5% 
11,2% 
10,2% 
18,6% 
13,9% 
16,0% 
5,9% 
5,8% 4,4% 6,5% 
12,2% 
16,8% 
20,4% 
14,0% 
11,0% 
5,4% 
19,4% 
20,1% 
22,3% 
21,1% 
16,2% 
24,4% 
20,5% 
27,2% 
18,7% 
21,2% 
26,8% 
18,3% 
14,0% 
8,4% 
30% 
25% 
20% 
15% 
10% 
5% 
0% 
Unit value change Volume change Nominal growth 
Source: Retail Audit Data
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
Source: Retail Audit Data 
10 
ACROSS SUPER-CATEGORIES
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
WHO SHOPPERS MATTER
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
12 
DO YOU KNOW THE ASIAN CONSUMER? 
1 
WE ARE THE MOST LABEL-CONSCIOUS 
REGION IN THE 
WORLD. 
2 
THREE IN FIVE ARE WILLING TO 
PAY MORE FOR DESIGNER 
PRODUCTS. CHINA, INDIA AND 
VIETNAMARE THE WORLD’S 
TOP THREE LOVERS OF ALL 
THINGS ‘DESIGNER’. 
3 
WE ARE A REGION OF IMPULSE 
SHOPPERS AND EARLY 
ADOPTERS. CHINA, INDIA 
AND INDONESIA RANK HIGHEST 
GLOBALLY. 
4 
WE ‘KNOW BEFORE WE GO’ VIA 
RESEARCH AND PRICE 
COMPARISONS AND ARE 
SENSITIVE TO DEALS. 
5 
PHILIPPINES AND VIETNAMARE 
LURED BY PRODUCTS WITH 
FREE GIFTS. 
6 
WE ARE KEEN TO “GO 
GREEN”. THAILAND, INDONESIA, 
VIETNAMAND THE PHILIPPINES 
ARE THE REGION’S MOST ECO-MINDED 
AND WILLING TO PAY. 
7 
WE VALUE FAMILY BONDING, 
FAMILY PLANNING AND 
EDUCATION. 
8 
WHEN BUYING MOBILE 
PHONES, FUNCTION PREVAILS 
OVER PRICE AND BRAND. 
9 
FOR CLOTHING AND SHOES, 
DESIGN WINS OVER PRICE OR 
BRAND, PARTICULARLY 
FOR THAIS, TAIWANESE AND 
VIETNAMESE. 
10 
WHEN BUYING HEALTH AND 
BEAUTY PRODUCTS, WE OPT 
FOR FUNCTION OVER QUALITY 
AND PRICE. 
Source: Nielsen Global Report
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
DO YOU KNOW WHERE YOUR “SHOPPORTUNITIES” ARE? 
13 
AFFORDABLE TO ASPIRATIONAL 
Rising middle class 
Rising aspirations 
AGING POPULATION 
Current: 64% under 35 years old 
65 years old population estimated to grow 
4 times by 2050 
ON HER MIND TO HER CART 
Women role becomes more important 
Quality of living is improved
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
14 
MEET THE EMERGING MIDDLE CLASS 
Vietnam is set to see an enormous rise in its middle class consumer segment and 
spending => sophisticated demand to improve quality of living 
2 
9 
27 
4 
2010 2011 2012 
39 
20 
3 
14 
32 
34 
14 
2 
6 
21 
38 
25 
8 
2 
Class A+ 
Class B 
Class C 
Class D 
Class E 
Class F 
95 
million in 
2030 
Middle class 
8 
million 
in 2012 
44 
million in 
2020 
Consumption 
$940 
billion in 
2030 
$46 
billion in 
2012 
$310 
billion in 
2020 
Source: HIB – Nielsen database; OECD Development Centre
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
15 
‘PREMIUM’ SHOWING STRONG GROWTH 
Dominated by middle class need for ‘Affordable Premium’ 
Source: Nielsen Retail Audit April 2011 – Mar 2012
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
16 
‘PREMIUM’ SHOWING STRONG GROWTH 
Dominated by middle class need for ‘Affordable Premium’ 
24 
35 
21 
VALUE 
GROWTH RATE 
14 FMCG CATEGORIES 
10 ASEAN COUNTRIES 
VALUE 
MAINSTREAM 
SUPER 
(PI: >3) 
9.17% 
HIGH 
(PI: 1.8-3) 
20.34% 
20.98% 
49.51% 
Source: Nielsen Retail Audit April 2011 – Mar 2012 
ASIA’S 
DECOMPOSITION 
OF ‘PREMIUM’ 
PREMIUM 
LOW 
(PI: 1.2-1.5) MID 
(PI: 1.5-1.8)
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
TOP PREMIUM PICKS ARE BISCUITS, FACE 
MOISTURIZER, INSTANT MILK FORMULA, DETERGENT 
Inside Asia’s Premium Basket 
17 
Source: Nielsen Retail Audit April 2011 – Mar 2012; Hong Kong, Korea, Singapore, China, Indonesia, India, Malaysia, Philippines, Thailand, Vietnam
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
18 
WHAT DO THE MIDDLE CLASS NEED IN STORE? 
Checklist To… 
PRICE TAGS 
PACKAGING 
DIFFERENTIATED ASSORTMENT 
TRIAL PROGRAMES 
FRIENDLY SERVICE 
AIR-CONDITIONING 
HELP CALCULATE 
CUE DESIRED IMAGE 
OFFER AN OPPORTUNITY TO TRY PREMIUM 
ENCOURAGE USAGE 
TRY OUT NEW CATEGORIES AND BRANDS 
ENJOY MODERN RETAIL ENVIRONMENT 
Source: Nielsen Bag or Byte Report
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
19 
“GOLDEN POPULATION STRUCTURE” 
Capitalise on the window of opportunity 
85+ 
80-84 
75-79 
70-74 
65-69 
60-64 
55-59 
50-54 
45-49 
40-44 
35-39 
30-34 
25-29 
20-24 
15-19 
10-14 
5-9 
0-4 
MALE FEMALE 
Million 
• 18 MILLION: the young demographic 
of 15-24 years old 
• The future potentiality of the country 
• Improve the quality of the country’s 
human capital 
Source: Vietnam population 2012 0 1 2 3 4 5
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
20 
AGING CONSUMERS 
Demanding for new and specialized categories 
POPULATION 
90.6 mil 
99.5 mil 
105 mil 
108 mil 
108.7 mil 
2014 
2024 
2034 
2044 
2049 
MEDIAN AGE > 65 YEARS OLD 
29.8 y.o 
33.9 y.o 
38 y.o 
39.9 y.o 
40.5 y.o 
Source: Ministry of Planning and Investment General Statistic Office based on Vietnam census 
(*) number of people aged 65 over per 100 youths under age 15 
AGING INDEX (*) 
39.9 % 
61.1 % 
96.7 % 
128.1 % 
140.8 % 
5.6 mil 
8.6 mil 
13.5 mil 
17.5 mil 
19.5 mil
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
21 
GROWTH IMPACT TO YOUR BRAND AND BUSINESS 
NOW FUTURE 
TEEN & 
YOUNG ADULT 
PRODUCT FOR 
ADULT 
SENIOR 
PEOPLE 
• Soft Drink 
• Energy Drink 
• Snack 
• Toys and Games 
• Education Services 
• Adult Milk 
• Adult Diapers 
• Sensitive Toothpaste 
• Nutritional Supplements 
• Diabetic Foods/ Drinks 
• Medical Insurance 
• Leisure Travel
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
HELP AGING CONSUMERS THROUGHOUT THEIR 
SHOPPING JOURNEY 
Lighter aluminum 
shopping carts 
Widened aisles 
Slower escalators 
Lowered shelves 
Enlarged 
price tags 
Magnifying 
glass on 
shelves 
Better lighting 
Dedicated 
payment lanes 
Source: Nielsen Bag or Byte Report
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
23 
WHEN IT COMES TO SPENDING DECISIONS, 
WOMEN ARE IN CONTROL 
90 
85 
80 
75 
70 
65 
60 
55 
NUMBER OF WORKING WOMEN IS ON THE RISE 
Source: Personal Finance Monitor Q1 2013, Nielsen Women of Tomorrow Study 2011 
90% of women believe 
their role is changing for 
the better. 
When it comes to life’s 
decisions, women want 
to share responsibility. 
Across 95% of countries, 
quality is the #1 driver of 
brand loyalty. 
Social media has 
become an indispensable 
tool. 
81,8 
80,3 
77,0 
79,5 
82,8 83,3 83,0 83,5 
58,5 
56,0 
58,3 
63,3 
60,5 
63,3 
65,5 
67,8 
50 
Q2 
2011 
Q3 
0211 
Q4 
2011 
Q1 
2012 
Q2 
2012 
Q3 
2012 
Q4 
2012 
Q1 
2013 
MALE FEMALE 
VIETNAM
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
24 
WOMEN ARE THE SAME, YET DIFFERENT 
Opportunity to win not just her wallet but mind and heart 
DAUGHTERS 
AV. AGE = 30 
Source: Nielsen Women of Tomorrow Study 2011 
OPTIMISTIC 
MOTHERS 
AV. AGE = 47 
UNCERTAIN 
MOTHERS 
AV. AGE = 47 
GRANDMOTHERS 
AV. AGE = 67 
Most impulsive More shopping ahead Good value conscious Most habitual shopper 
• Store decisions are important • Usually plans her shopping list 
• While she checks prices, quality of products drives loyalty 
Heavier media user Enjoys ads Heavy on texting/email WOM important 
She watches TV and listens to the radio on a regular basis 
• need to stay connected • information seekers • aspirational • optimistic 
• holds multiple roles • burdened • empowered 
CONNECT
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
25 
FOCUS ON MEETING WOMEN’S NEEDS 
• Au Co Accounts/ Deposits 
• Ladies First Credit Card 
• Women SME Service Package 
• 8th March Branch – Women Banking 
• Designed specifically for modern women 
• Calcium volume is 4 times natural milk 
• Spa, facial treatment 
• Yoga, Pilates, Aerobic, Zumba, Sexy 
dance, Boxing, K-POP 
• Exclusively for women with 6 branches 
nationwide
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
WHAT CONCERNS MATTER
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
27 
Health & Nutrition In-home Enjoyment 
Upgrading for 
value continues 
WHAT ARE THEIR CONCERNS?
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
28 
HEALTH IS AMONG CONSUMERS’ TOP CONCERNS 
Consumers’ biggest concerns – Q2’13 
19% Economy 
19% Job Security 
11% Health 
Source: World Health Organization 
200 
180 
160 
140 
120 
100 
80 
60 
40 
20 
0 
1995 1997 1999 2001 2003 2005 2007 2009 
Indonesia 
Myanmar 
Philippines 
Thailand 
Vietnam 
Source: Nielsen Consumer Confidence Report Q2-2013 
Total health spending per capita – USD
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
29 
NUTRITIONAL BALANCE IS CONSIDERED ESSENTIAL 
FOR GOOD HEALTH 
Eat/ drink in moderation 78% 
Eat fresh/ natural food 47% 
Physical exercise 46% 
Consider the meal’s nutrition 41% 
Keep mind relaxed 35% 
Q20. Current and plan-to-do solutions (All respondents n=700)
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
30 
DAIRY & JUICES ARE REGULARLY CONSUMED 
Future opportunity for more advanced nutritional products 
TOP ‘HEALTHY’ FOOD CONSUMED REGULARLY 
FRUIT JUICES 46% 
SOY MILK 44% 
BEANS/ PEANUTS 37% 
CHOLESTEROL-REDUCED COOKING OIL 35% 
LIQUID MILK 31% 
YOGURT 18% 
Source: Nielsen Global Survey of Food Labeling Trends Jan’12 
Nielsen Retail Audit data 
VOLUME GROWTH – MAT JUN’13 VS. YA 
DRINKING 
YOGHURT 
+27% 
LIQUID MILK 
+22% 
SOYA MILK 
+17%
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
31 
COMMUNICATING SUFFICIENT NUTRITIONAL 
INGREDIENTS TO ACHIEVE BRAND SALIENCE… 
Key factors considered when purchasing healthy/ nutritional food (%) 
Source: Q23. Key factors considered when purchasing healthy/ nutritional food (All respondents n=700) 
Nielsen H&N Qualitative Study Q1’13 
36 
25 
23 
8 
8 
Sufficient nutritional 
ingredients 
Reduced risk of disease 
Affordable 
Approved by health 
professionals 
I always buy products from popular brands and 
having nice packaging, with health certification 
(Youth, HN) 
My criteria: sufficient nutritional ingredients 
(changing dishes everyday to ensure enough nutrition 
for family) 
(Mum with children, HCM/HN) 
“ 
” 
“ 
”
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
32 
NUTRITIONAL FACT LABELS: HOW TO ENSURE 
PRODUCT QUALITY? 
How often do you read it? 
64% 
Always/ Most of the time 
How much do you understand? 
Q29/ 30/ 31. Packaging of products: Nutrition in formation/ supplement facts (All respondents n=700) 
Nutrition 
Facts Label 
67% 
All/ Most 
Do you believe it? 
68% 
All/ Most 
52% 27% 25% 
Source: Nielsen Global Survey of Food Labeling Trends Jan’12 
INDIA THAILAND CHINA
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
33 
OUT-OF HOME ENTERTAINMENT IS ON THE TOP OF 
THE LIST OF SPENDING CUTS 
67 
65 
63 
49 
46 
44 
44 
41 
29 
22 
21 
19 
18 
15 
11 
1 
Cut down on out-of-home entertainment 
Spend less on new clothes 
Try to save on gas and electricity 
Delay upgrading technology, eg. PC, Mobile etc 
Cut out annual vacation 
Delay the replacement of major household items 
Cut down on telephone expenses 
Cut down on take-away meals 
Cut down on holidays/short breaks 
Use my car less often 
Switch to cheaper grocery brands 
Cut down on or buy cheaper brands of alcohol 
Cut down on smoking 
Cut down on at-home entertainment 
Look for better deals on home loans, insurance, credit… 
I have taken other actions not listed above 
% 
Base : All respondents n=500 
Source: Nielsen Global CCI Report Q2-2013
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
FROM OUT-OF-HOME TO IN-HOME ENTERTAINMENT 
34 
ON PREMISE 
+8% 
BEVERAGE CHANNELS BEVERAGE PACKAGE 
PLASTIC BOTTLE 
MULTI SERVE 
12% share, +24% 
AT HOME ENJOYMENT IS INCREASING!! 
OFF PREMISE 
+18% 
Source: Nielsen Retail Audit Data Sep 13
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
MORE COMMUNICATION ON IN-HOME ENJOYMENT 
35 
Rejoice: Bring spa to home 
Maggi: Thơm ngon sáng bóng như nhà hàng
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
36 
MORE VALUES IN 1 PRODUCT 
Yoghurt with collagen Beverage with Vitamins 
Foundation + Moisturizer 
Nutritional Beverage
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
37 
UPGRADING TO PREMIUM CONTINUES 
Volume % share of premium segment (Ave price index >120) 
50,0 
45,0 
40,0 
35,0 
30,0 
25,0 
20,0 
15,0 
10,0 
5,0 
0,0 
MAT LY MAT TY 
Source: Nielsen Retail Audit Data Sep 13
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
HOW TOUCH POINTS 
MATTER
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
39 
HOW DO WE REACH THEM? 
TELEVISION 
Most effective channel 
influencing consumers’ 
decision 
ONLINE 
Widely spreads in Asia 
as well as in Vietnam 
MOBILE 
Embracing as new 
channel
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
40 
ADVERTISING CONTINUES TO INFLUENCE DECISIONS 
COMMERCIALS WILL INCREASE MY BRAND PREFERENCE 
% of respondents who strongly/ somewhat agree 
Source: Nielsen Global Survey of Consumer Shopping Behaviour Q3 2012; 
Nielsen Personal Finance Monitor Q1 2013; Omnibus 2012 
SEEN ADVERTISING ON MEDIA CHANNELS 
Television 96 
Outdoor advertising 74 
News/ Magazine 49 
Advertising at bus station 38 
LCD screen at building, office 15 
Bus LCD screen 14 
LCD screen at coffee shop 11 
MOST POPULAR CHANNELS 
FREQUENCY 
Everyday 
More than once a day 
67% 
33% 
58% 36% 31%
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
‘DIGITAL’ IS WIDELY PERVASIVE IN VIETNAM 
SMARTPHONE USAGE 
2011 18% 
2012 30% 
INTERNET USAGE 
66% accessed 
internet in P6M 
No. of cellphones (per 100 people) 
3G 
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 
MULTI SCREENS DISPLAY 
Connected with: Phone + TV+ 
Internet (46% smartphone 
users and 43% Ipad users also 
use them when watching TV) 
Faster Information. Better 
Entertainment 
Vietnam 
Malaysia 
Thailand 
Indonesia 
Philippines 
ONLINE ADVERTISING 
Time on internet: > 16h/week 
Viral Marketing is engaging with 
consumers and make them talk… 
about your brands… for free! 
Build brand acceptability 
INVESTMENT IN INTERNET 
An increasing investment 
towards internet … 16% in 
2012 vs. 5% in 2011 
Source: Nielsen Smartphone Insights 2012; Nielsen Omnibus May 2013; Nielsen Business Barometer 2012 41
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
42 
ONLINE PURCHASING IS NOT COMMON YET, BUT 
ONLINE BEHAVIORS PROMISES POTENTIALITY 
59 
49 
59 
70 
48 
47 
53 
72 
Conduct research online (for example, 
checked price, read a consumer review,) 
Look up product information online 
Read a grocery retailer's circular/flyer 
online 
Compare prices for a grocery product 
online 
Browse a manufacturer's website for a 
grocery category 
Look for deals online 
Look for coupons from an online coupon 
site 
Purchase a product online 
Base : All respondents n=506 
Source: Nielsen Global Digital Shopping Report Q12012 
51 
42 
37 
35 
30 
44 
49 
19 
36 
44 
45 
50 
44 
40 
36 
37 
14 
15 
18 
15 
26 
16 
15 
44 
Daily Weekly Monthly 
Thinking about Household Grocery Shopping, which of the following 
activities have you done in the last month on Any Online Connected 
Device?
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
43 
PURCHASE INTENT REMAINS DIVERSIFIED ACROSS 
CONNECTED DEVICES 
Apparel / Accessory / Shoes / Jewelry 47% 
Household Appliance 47% 
Mobile Phone (Included accessory) 43% 
Food & Beverage 39% 
Travel Service Reservation 36% 
Entertainment Tickets 36% 
What categories of products do you plan to purchase on Any Connected 
Device in the next 3 to 6 months? 
Base : All respondents n=506 
Source: Nielsen Global Digital Shopping Report Q12012
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
44 
RETAILERS REJOICE AS STORE HOURS NO LONGER 
DICTATE SHOPPING HOURS 
NOW FUTURE 
Which store are you hitting? 
Cash or credit? 
Which website, app? 
From consumer to shopper when 
you enter the store 
What did the online review say? 
Paypal, credit, e-wallet? 
Source: Nielsen Bag or Byte Report
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
45 
7 OUT OF 10 
SINGAPOREANS RECEIVE 
MOBILE ADS AT LEAST 
ONCE A DAY 
79% 
7 OUT OF 10 
SINGAPOREANS ACCESS 
THEIR EMAILS ON THEIR 
MOBILE DEVICES 
$ $ 
1 OF 3 
IN MALAYSIA 
AND SINGAPORE 
BANK ON THEIR PHONES 
MOST OF VIETNAMESE 
BUY THEIR MOBILE 
PHONES FROM 
MAJOR 
ELECTRONIC 
STORES 
MALAYSIAN BUY MOBILE 
DEVICES THAT OFFER 
WIDE CHOICE OF 
APPLICATIONS 
CONSUMERS IN VIETNAM 
SELECT MOBILE DEVICES 
THAT GIVE THEM 
GOOD VALUE 
FOR MONEY 
EASE OF USE & 
RELIABILITY 
ARE IMPORTANT TO 
CONSUMERS IN 
THE PHILLIPINES 
INDONESIAN 
CONSUMERS GO FOR 
INNOVATIVE 
FEATURES & 
STYLISH DESIGNS 
4 OUT OF 10 
INDONESIANS BUY THEIR 
PHONES ONLINE 
VIETNAMESEWATCH 
MOBILE VIDEOS 
USING AN APP 
MALAYSIANS ARE THE 
HEAVIEST USERS OF 
SOCIAL MEDIA & 
WEB BROWSING 
ON THEIR PHONES 
MALAYSIA AND 
SINGAPORE ARE 
BIG ON APPS 
MORE STREAM ONLINE MUSIC 
THAN SHOP ON THEIR 
MOBILE PHONES SHOPPING 
HAS ROOM TO GROW ACROSS 
ALL SEA 
COUNTRIES 
MAJORITY IN SINGAPORE, 
MALAYSIA AND VIETNAM 
BROWSE 
THE WEB 
ON THEIR MOBILE PHONES 
1 of 3 
IN VIETNAM, INDONESIA 
AND THE PHILIPPINES 
NEVER LOOK AT 
MOBILE ADS 
MAJORITY IN INDONESIA, 
VIETNAM AND 
THE PHILIPPINES PREFER 
PRE-PAID SERVICE 
TO 
FIXED CONTRACTS 
THE ASIAN MOBILE CONSUMER 
Source: Nielsen Global Report
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
46 
MOBILE SHOPPING IS FAST-SHAPING RETAIL ASIA 
Source of support 
before and during 
shopping trip 
mobile 
penetration in 
Asia 
SHOP 
83% 
SHARE 
SEARCH 
Source: Nielsen Research
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
4477 
MANUFACTURERS AND RETAILERS ARE EMBRACING 
MOBILE AS A NEW CHANNEL 
7-ELEVEN has begun testing 
NFC enabled kiosks at the store 
entrance, so that users can 
download coupons before 
shopping. 
ENGAGE 
WITH CONSUMERS 
ENHANCE 
SHOPPING 
EXPERIENCE 
DRIVE 
INCREMENTAL 
SALES 
TESCO catalogue accessed by 
Smartphone users via QR code 
scans. 
STARBUCKS has made a high-profile 
decision to push the new 
mobile payments firm Square 
Source: Nielsen Global Report
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
48 
MOBILE TECH BRINGS BIG RETAIL BRANDS TO 
RURAL INDIA 
1. Sales staff visits shop 
owner 
2. Presents Product 
Range 
3. Takes order and 
messages via mobile app 
4. Orders sent as 
mobile phone 
messages appear in a 
central server 
5. Orders are lodged by 
rural retail customers 
6. Consignments are 
packed into a small 
goods truck and driven 
to village stores 
Source: Nielsen Global Report
Copyright ©2012 The Nielsen Company. Confidential and proprietary. 
A FINAL THOUGHT 
WHO WHAT HOW 
- HEALTH & NUTRITION GROWTH 
- AT-HOME ENJOYMENT 
- MORE IN ONE 
- MIDDLE CLASS 
- AGING POPULATION 
- ROLE OF WOMEN 
- TELEVISION 
- INTERNET 
- PHONE
THANK YOU

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Vietnam Grocery Report 2013 English - Nielsen

  • 1. WHAT DO VIETNAMESE GROCERY SHOPPERS WANT? 2013 AND BEYOND
  • 2. Copyright ©2012 The Nielsen Company. Confidential and proprietary. WHAT HOW CONSUMERS VIETNAM CONCERNS TOUCH POINTS • Macro outlook • Consumer Confidence Index • FMCG Overview • Affordable to aspirational • Aging population • On her mind to in her cart • Health and nutrition • In-home enjoyment • Upgrading for value continues • Television • Online • Mobile STATE OF THE MARKET WHO
  • 3. Copyright ©2012 The Nielsen Company. Confidential and proprietary. STATE OF THE MARKET VIETNAM AT A GLANCE
  • 4. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 4 MACROECONOMIC CONDITIONS ARE IMPROVING MODERATE INFLATION Monthly Inflation YOY Inflation 1,0% 2,2% Source: GSO, GSO 2012, Worldbank 0,1% 17,3% 6,5% 6,7% INCREASED RESERVES 1,5 International reserves (in months of import) 1,9 1,8 1,6 2,2 2,3 2,3 2,7 2,8 Q1-11 Q3-11 Q1-12 Q3-12 Q1-13 GROWING EXPORTS in 1H’13 vs. YA HIGH TECH products increase CURRENT ACCOUNT SURPLUS 5.9% of GDP
  • 5. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 Vietnam GDP growth (%) 6,3 5,3 6,8 5,9 5,0 5,2 5,2 Debt to GDP ratio (%) 45 43 47 52 48 52 2007 2008 2009 2010 2011 2012 SLUGGISH GDP GROWTH Source: IMF – Apr’13 RISE OF BANKKRUPTCY Source: Agency of Business Registration STRESS ON FISCAL DEFICIT Source: Worldbank Number of new registered enterprise reduced 6.8% 16% 26% Enterprises registered capital reduced Q1’13 vs. Q1’12 Number of enterprises stop business UNEMPLOYMENT Source: GSO 1.96 % 2.28 % RATE IS ON INCREASE 1H’12 1H’13 BUT CHALLENGES EXIST…..
  • 6. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 6 GROWTH OUTLOOK IS MODEST FOR VIETNAM Asia pacific is expected to be fast growing region, yet Vietnam is at lower pace. Source: IMF – Apr’13 Note: Gross domestic product (GDP) is the market value of all officially recognized final goods and services produced within a country in a given period of time.
  • 7. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 7 THE ECONOMY AND JOB SECURITY ARE KEEPING CONSUMERS AWAKE AT NIGHT Vietnamese are less confident in the region Consumer Confidence Index Q2'2013 19 93 95 95 98 103 107 110 114 118 121 124 75 78 51 0 50 100 150 KO TW JP NZ SG VN AU MY HK CN TH IN PH ID 19 11 11 8 9 5 2 3 Q. What is your major concern over the next 6 months Base : All respondents n=501 Base : All respondents n=10024 Consumer Confidence Survey – Q2 – 2013 Field Dates: May 13 to May 31, 2013 14 7 12 12 11 8 9 6 3 The economy Job security Increasing utility bills (electricity, gas, heating, etc) Health Increasing food prices Work/life balance Increasing fuel prices Parents' welfare and happiness Debt % Biggest concern Second biggest concern
  • 8. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 8 CONSUMERS SHOW SPENDING RESTRAINT Consumer Spending & Saving strategies – Q2’13 SPENDING STRATEGIES SAVING STRATEGIES 67 65 63 Putting into savings Holidays / vacations New clothes New technology… Cut down on out-of-home entertainment Spend less on new clothes Try to save on gas and electricity % Q2 2012 Q2 2013 % “Putting spare cash into savings” means consumers are spending less 66 32 28 29 68 36 33 32 Q: How to utilize spare cash after covering essential living expenses Base : All respondents who answered Yes to Q10 (Code 1) n=440 Source: Nielsen Consumer Confidence Index – Q2’13 Q: Compared to this time last year, which of the following actions have you taken in order to save on household expenses?
  • 9. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 9 FMCG IS SLOWING DOWN Fast Moving Consumer Goods market dynamics – Total Vietnam 8,1% 23,8% 15,8% 8,0% 14,6% 24,2% 8,7% 12,8% 9,9% 6,1% 20,3% 15,6% 4,7% 5,8% 22,9% 15,5% 6,6% 7,4% 11,2% 12,8% 20,5%19,9% 14,6% 15,5% 14,7% 25,0% 12,9% 10,0% 27,6% 7,2% 4,3% 3,0% 3,0% 11,3% 5,5% 15,6% 9,5% 11,2% 10,2% 18,6% 13,9% 16,0% 5,9% 5,8% 4,4% 6,5% 12,2% 16,8% 20,4% 14,0% 11,0% 5,4% 19,4% 20,1% 22,3% 21,1% 16,2% 24,4% 20,5% 27,2% 18,7% 21,2% 26,8% 18,3% 14,0% 8,4% 30% 25% 20% 15% 10% 5% 0% Unit value change Volume change Nominal growth Source: Retail Audit Data
  • 10. Copyright ©2012 The Nielsen Company. Confidential and proprietary. Source: Retail Audit Data 10 ACROSS SUPER-CATEGORIES
  • 11. Copyright ©2012 The Nielsen Company. Confidential and proprietary. WHO SHOPPERS MATTER
  • 12. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 12 DO YOU KNOW THE ASIAN CONSUMER? 1 WE ARE THE MOST LABEL-CONSCIOUS REGION IN THE WORLD. 2 THREE IN FIVE ARE WILLING TO PAY MORE FOR DESIGNER PRODUCTS. CHINA, INDIA AND VIETNAMARE THE WORLD’S TOP THREE LOVERS OF ALL THINGS ‘DESIGNER’. 3 WE ARE A REGION OF IMPULSE SHOPPERS AND EARLY ADOPTERS. CHINA, INDIA AND INDONESIA RANK HIGHEST GLOBALLY. 4 WE ‘KNOW BEFORE WE GO’ VIA RESEARCH AND PRICE COMPARISONS AND ARE SENSITIVE TO DEALS. 5 PHILIPPINES AND VIETNAMARE LURED BY PRODUCTS WITH FREE GIFTS. 6 WE ARE KEEN TO “GO GREEN”. THAILAND, INDONESIA, VIETNAMAND THE PHILIPPINES ARE THE REGION’S MOST ECO-MINDED AND WILLING TO PAY. 7 WE VALUE FAMILY BONDING, FAMILY PLANNING AND EDUCATION. 8 WHEN BUYING MOBILE PHONES, FUNCTION PREVAILS OVER PRICE AND BRAND. 9 FOR CLOTHING AND SHOES, DESIGN WINS OVER PRICE OR BRAND, PARTICULARLY FOR THAIS, TAIWANESE AND VIETNAMESE. 10 WHEN BUYING HEALTH AND BEAUTY PRODUCTS, WE OPT FOR FUNCTION OVER QUALITY AND PRICE. Source: Nielsen Global Report
  • 13. Copyright ©2012 The Nielsen Company. Confidential and proprietary. DO YOU KNOW WHERE YOUR “SHOPPORTUNITIES” ARE? 13 AFFORDABLE TO ASPIRATIONAL Rising middle class Rising aspirations AGING POPULATION Current: 64% under 35 years old 65 years old population estimated to grow 4 times by 2050 ON HER MIND TO HER CART Women role becomes more important Quality of living is improved
  • 14. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 14 MEET THE EMERGING MIDDLE CLASS Vietnam is set to see an enormous rise in its middle class consumer segment and spending => sophisticated demand to improve quality of living 2 9 27 4 2010 2011 2012 39 20 3 14 32 34 14 2 6 21 38 25 8 2 Class A+ Class B Class C Class D Class E Class F 95 million in 2030 Middle class 8 million in 2012 44 million in 2020 Consumption $940 billion in 2030 $46 billion in 2012 $310 billion in 2020 Source: HIB – Nielsen database; OECD Development Centre
  • 15. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 15 ‘PREMIUM’ SHOWING STRONG GROWTH Dominated by middle class need for ‘Affordable Premium’ Source: Nielsen Retail Audit April 2011 – Mar 2012
  • 16. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 16 ‘PREMIUM’ SHOWING STRONG GROWTH Dominated by middle class need for ‘Affordable Premium’ 24 35 21 VALUE GROWTH RATE 14 FMCG CATEGORIES 10 ASEAN COUNTRIES VALUE MAINSTREAM SUPER (PI: >3) 9.17% HIGH (PI: 1.8-3) 20.34% 20.98% 49.51% Source: Nielsen Retail Audit April 2011 – Mar 2012 ASIA’S DECOMPOSITION OF ‘PREMIUM’ PREMIUM LOW (PI: 1.2-1.5) MID (PI: 1.5-1.8)
  • 17. Copyright ©2012 The Nielsen Company. Confidential and proprietary. TOP PREMIUM PICKS ARE BISCUITS, FACE MOISTURIZER, INSTANT MILK FORMULA, DETERGENT Inside Asia’s Premium Basket 17 Source: Nielsen Retail Audit April 2011 – Mar 2012; Hong Kong, Korea, Singapore, China, Indonesia, India, Malaysia, Philippines, Thailand, Vietnam
  • 18. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18 WHAT DO THE MIDDLE CLASS NEED IN STORE? Checklist To… PRICE TAGS PACKAGING DIFFERENTIATED ASSORTMENT TRIAL PROGRAMES FRIENDLY SERVICE AIR-CONDITIONING HELP CALCULATE CUE DESIRED IMAGE OFFER AN OPPORTUNITY TO TRY PREMIUM ENCOURAGE USAGE TRY OUT NEW CATEGORIES AND BRANDS ENJOY MODERN RETAIL ENVIRONMENT Source: Nielsen Bag or Byte Report
  • 19. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 19 “GOLDEN POPULATION STRUCTURE” Capitalise on the window of opportunity 85+ 80-84 75-79 70-74 65-69 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 10-14 5-9 0-4 MALE FEMALE Million • 18 MILLION: the young demographic of 15-24 years old • The future potentiality of the country • Improve the quality of the country’s human capital Source: Vietnam population 2012 0 1 2 3 4 5
  • 20. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 20 AGING CONSUMERS Demanding for new and specialized categories POPULATION 90.6 mil 99.5 mil 105 mil 108 mil 108.7 mil 2014 2024 2034 2044 2049 MEDIAN AGE > 65 YEARS OLD 29.8 y.o 33.9 y.o 38 y.o 39.9 y.o 40.5 y.o Source: Ministry of Planning and Investment General Statistic Office based on Vietnam census (*) number of people aged 65 over per 100 youths under age 15 AGING INDEX (*) 39.9 % 61.1 % 96.7 % 128.1 % 140.8 % 5.6 mil 8.6 mil 13.5 mil 17.5 mil 19.5 mil
  • 21. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 21 GROWTH IMPACT TO YOUR BRAND AND BUSINESS NOW FUTURE TEEN & YOUNG ADULT PRODUCT FOR ADULT SENIOR PEOPLE • Soft Drink • Energy Drink • Snack • Toys and Games • Education Services • Adult Milk • Adult Diapers • Sensitive Toothpaste • Nutritional Supplements • Diabetic Foods/ Drinks • Medical Insurance • Leisure Travel
  • 22. Copyright ©2012 The Nielsen Company. Confidential and proprietary. HELP AGING CONSUMERS THROUGHOUT THEIR SHOPPING JOURNEY Lighter aluminum shopping carts Widened aisles Slower escalators Lowered shelves Enlarged price tags Magnifying glass on shelves Better lighting Dedicated payment lanes Source: Nielsen Bag or Byte Report
  • 23. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 23 WHEN IT COMES TO SPENDING DECISIONS, WOMEN ARE IN CONTROL 90 85 80 75 70 65 60 55 NUMBER OF WORKING WOMEN IS ON THE RISE Source: Personal Finance Monitor Q1 2013, Nielsen Women of Tomorrow Study 2011 90% of women believe their role is changing for the better. When it comes to life’s decisions, women want to share responsibility. Across 95% of countries, quality is the #1 driver of brand loyalty. Social media has become an indispensable tool. 81,8 80,3 77,0 79,5 82,8 83,3 83,0 83,5 58,5 56,0 58,3 63,3 60,5 63,3 65,5 67,8 50 Q2 2011 Q3 0211 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 MALE FEMALE VIETNAM
  • 24. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 24 WOMEN ARE THE SAME, YET DIFFERENT Opportunity to win not just her wallet but mind and heart DAUGHTERS AV. AGE = 30 Source: Nielsen Women of Tomorrow Study 2011 OPTIMISTIC MOTHERS AV. AGE = 47 UNCERTAIN MOTHERS AV. AGE = 47 GRANDMOTHERS AV. AGE = 67 Most impulsive More shopping ahead Good value conscious Most habitual shopper • Store decisions are important • Usually plans her shopping list • While she checks prices, quality of products drives loyalty Heavier media user Enjoys ads Heavy on texting/email WOM important She watches TV and listens to the radio on a regular basis • need to stay connected • information seekers • aspirational • optimistic • holds multiple roles • burdened • empowered CONNECT
  • 25. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 25 FOCUS ON MEETING WOMEN’S NEEDS • Au Co Accounts/ Deposits • Ladies First Credit Card • Women SME Service Package • 8th March Branch – Women Banking • Designed specifically for modern women • Calcium volume is 4 times natural milk • Spa, facial treatment • Yoga, Pilates, Aerobic, Zumba, Sexy dance, Boxing, K-POP • Exclusively for women with 6 branches nationwide
  • 26. Copyright ©2012 The Nielsen Company. Confidential and proprietary. WHAT CONCERNS MATTER
  • 27. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 27 Health & Nutrition In-home Enjoyment Upgrading for value continues WHAT ARE THEIR CONCERNS?
  • 28. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 28 HEALTH IS AMONG CONSUMERS’ TOP CONCERNS Consumers’ biggest concerns – Q2’13 19% Economy 19% Job Security 11% Health Source: World Health Organization 200 180 160 140 120 100 80 60 40 20 0 1995 1997 1999 2001 2003 2005 2007 2009 Indonesia Myanmar Philippines Thailand Vietnam Source: Nielsen Consumer Confidence Report Q2-2013 Total health spending per capita – USD
  • 29. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 29 NUTRITIONAL BALANCE IS CONSIDERED ESSENTIAL FOR GOOD HEALTH Eat/ drink in moderation 78% Eat fresh/ natural food 47% Physical exercise 46% Consider the meal’s nutrition 41% Keep mind relaxed 35% Q20. Current and plan-to-do solutions (All respondents n=700)
  • 30. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 30 DAIRY & JUICES ARE REGULARLY CONSUMED Future opportunity for more advanced nutritional products TOP ‘HEALTHY’ FOOD CONSUMED REGULARLY FRUIT JUICES 46% SOY MILK 44% BEANS/ PEANUTS 37% CHOLESTEROL-REDUCED COOKING OIL 35% LIQUID MILK 31% YOGURT 18% Source: Nielsen Global Survey of Food Labeling Trends Jan’12 Nielsen Retail Audit data VOLUME GROWTH – MAT JUN’13 VS. YA DRINKING YOGHURT +27% LIQUID MILK +22% SOYA MILK +17%
  • 31. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 31 COMMUNICATING SUFFICIENT NUTRITIONAL INGREDIENTS TO ACHIEVE BRAND SALIENCE… Key factors considered when purchasing healthy/ nutritional food (%) Source: Q23. Key factors considered when purchasing healthy/ nutritional food (All respondents n=700) Nielsen H&N Qualitative Study Q1’13 36 25 23 8 8 Sufficient nutritional ingredients Reduced risk of disease Affordable Approved by health professionals I always buy products from popular brands and having nice packaging, with health certification (Youth, HN) My criteria: sufficient nutritional ingredients (changing dishes everyday to ensure enough nutrition for family) (Mum with children, HCM/HN) “ ” “ ”
  • 32. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 32 NUTRITIONAL FACT LABELS: HOW TO ENSURE PRODUCT QUALITY? How often do you read it? 64% Always/ Most of the time How much do you understand? Q29/ 30/ 31. Packaging of products: Nutrition in formation/ supplement facts (All respondents n=700) Nutrition Facts Label 67% All/ Most Do you believe it? 68% All/ Most 52% 27% 25% Source: Nielsen Global Survey of Food Labeling Trends Jan’12 INDIA THAILAND CHINA
  • 33. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 33 OUT-OF HOME ENTERTAINMENT IS ON THE TOP OF THE LIST OF SPENDING CUTS 67 65 63 49 46 44 44 41 29 22 21 19 18 15 11 1 Cut down on out-of-home entertainment Spend less on new clothes Try to save on gas and electricity Delay upgrading technology, eg. PC, Mobile etc Cut out annual vacation Delay the replacement of major household items Cut down on telephone expenses Cut down on take-away meals Cut down on holidays/short breaks Use my car less often Switch to cheaper grocery brands Cut down on or buy cheaper brands of alcohol Cut down on smoking Cut down on at-home entertainment Look for better deals on home loans, insurance, credit… I have taken other actions not listed above % Base : All respondents n=500 Source: Nielsen Global CCI Report Q2-2013
  • 34. Copyright ©2012 The Nielsen Company. Confidential and proprietary. FROM OUT-OF-HOME TO IN-HOME ENTERTAINMENT 34 ON PREMISE +8% BEVERAGE CHANNELS BEVERAGE PACKAGE PLASTIC BOTTLE MULTI SERVE 12% share, +24% AT HOME ENJOYMENT IS INCREASING!! OFF PREMISE +18% Source: Nielsen Retail Audit Data Sep 13
  • 35. Copyright ©2012 The Nielsen Company. Confidential and proprietary. MORE COMMUNICATION ON IN-HOME ENJOYMENT 35 Rejoice: Bring spa to home Maggi: Thơm ngon sáng bóng như nhà hàng
  • 36. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 36 MORE VALUES IN 1 PRODUCT Yoghurt with collagen Beverage with Vitamins Foundation + Moisturizer Nutritional Beverage
  • 37. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 37 UPGRADING TO PREMIUM CONTINUES Volume % share of premium segment (Ave price index >120) 50,0 45,0 40,0 35,0 30,0 25,0 20,0 15,0 10,0 5,0 0,0 MAT LY MAT TY Source: Nielsen Retail Audit Data Sep 13
  • 38. Copyright ©2012 The Nielsen Company. Confidential and proprietary. HOW TOUCH POINTS MATTER
  • 39. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 39 HOW DO WE REACH THEM? TELEVISION Most effective channel influencing consumers’ decision ONLINE Widely spreads in Asia as well as in Vietnam MOBILE Embracing as new channel
  • 40. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 40 ADVERTISING CONTINUES TO INFLUENCE DECISIONS COMMERCIALS WILL INCREASE MY BRAND PREFERENCE % of respondents who strongly/ somewhat agree Source: Nielsen Global Survey of Consumer Shopping Behaviour Q3 2012; Nielsen Personal Finance Monitor Q1 2013; Omnibus 2012 SEEN ADVERTISING ON MEDIA CHANNELS Television 96 Outdoor advertising 74 News/ Magazine 49 Advertising at bus station 38 LCD screen at building, office 15 Bus LCD screen 14 LCD screen at coffee shop 11 MOST POPULAR CHANNELS FREQUENCY Everyday More than once a day 67% 33% 58% 36% 31%
  • 41. Copyright ©2012 The Nielsen Company. Confidential and proprietary. ‘DIGITAL’ IS WIDELY PERVASIVE IN VIETNAM SMARTPHONE USAGE 2011 18% 2012 30% INTERNET USAGE 66% accessed internet in P6M No. of cellphones (per 100 people) 3G 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 MULTI SCREENS DISPLAY Connected with: Phone + TV+ Internet (46% smartphone users and 43% Ipad users also use them when watching TV) Faster Information. Better Entertainment Vietnam Malaysia Thailand Indonesia Philippines ONLINE ADVERTISING Time on internet: > 16h/week Viral Marketing is engaging with consumers and make them talk… about your brands… for free! Build brand acceptability INVESTMENT IN INTERNET An increasing investment towards internet … 16% in 2012 vs. 5% in 2011 Source: Nielsen Smartphone Insights 2012; Nielsen Omnibus May 2013; Nielsen Business Barometer 2012 41
  • 42. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 42 ONLINE PURCHASING IS NOT COMMON YET, BUT ONLINE BEHAVIORS PROMISES POTENTIALITY 59 49 59 70 48 47 53 72 Conduct research online (for example, checked price, read a consumer review,) Look up product information online Read a grocery retailer's circular/flyer online Compare prices for a grocery product online Browse a manufacturer's website for a grocery category Look for deals online Look for coupons from an online coupon site Purchase a product online Base : All respondents n=506 Source: Nielsen Global Digital Shopping Report Q12012 51 42 37 35 30 44 49 19 36 44 45 50 44 40 36 37 14 15 18 15 26 16 15 44 Daily Weekly Monthly Thinking about Household Grocery Shopping, which of the following activities have you done in the last month on Any Online Connected Device?
  • 43. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 43 PURCHASE INTENT REMAINS DIVERSIFIED ACROSS CONNECTED DEVICES Apparel / Accessory / Shoes / Jewelry 47% Household Appliance 47% Mobile Phone (Included accessory) 43% Food & Beverage 39% Travel Service Reservation 36% Entertainment Tickets 36% What categories of products do you plan to purchase on Any Connected Device in the next 3 to 6 months? Base : All respondents n=506 Source: Nielsen Global Digital Shopping Report Q12012
  • 44. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 44 RETAILERS REJOICE AS STORE HOURS NO LONGER DICTATE SHOPPING HOURS NOW FUTURE Which store are you hitting? Cash or credit? Which website, app? From consumer to shopper when you enter the store What did the online review say? Paypal, credit, e-wallet? Source: Nielsen Bag or Byte Report
  • 45. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 45 7 OUT OF 10 SINGAPOREANS RECEIVE MOBILE ADS AT LEAST ONCE A DAY 79% 7 OUT OF 10 SINGAPOREANS ACCESS THEIR EMAILS ON THEIR MOBILE DEVICES $ $ 1 OF 3 IN MALAYSIA AND SINGAPORE BANK ON THEIR PHONES MOST OF VIETNAMESE BUY THEIR MOBILE PHONES FROM MAJOR ELECTRONIC STORES MALAYSIAN BUY MOBILE DEVICES THAT OFFER WIDE CHOICE OF APPLICATIONS CONSUMERS IN VIETNAM SELECT MOBILE DEVICES THAT GIVE THEM GOOD VALUE FOR MONEY EASE OF USE & RELIABILITY ARE IMPORTANT TO CONSUMERS IN THE PHILLIPINES INDONESIAN CONSUMERS GO FOR INNOVATIVE FEATURES & STYLISH DESIGNS 4 OUT OF 10 INDONESIANS BUY THEIR PHONES ONLINE VIETNAMESEWATCH MOBILE VIDEOS USING AN APP MALAYSIANS ARE THE HEAVIEST USERS OF SOCIAL MEDIA & WEB BROWSING ON THEIR PHONES MALAYSIA AND SINGAPORE ARE BIG ON APPS MORE STREAM ONLINE MUSIC THAN SHOP ON THEIR MOBILE PHONES SHOPPING HAS ROOM TO GROW ACROSS ALL SEA COUNTRIES MAJORITY IN SINGAPORE, MALAYSIA AND VIETNAM BROWSE THE WEB ON THEIR MOBILE PHONES 1 of 3 IN VIETNAM, INDONESIA AND THE PHILIPPINES NEVER LOOK AT MOBILE ADS MAJORITY IN INDONESIA, VIETNAM AND THE PHILIPPINES PREFER PRE-PAID SERVICE TO FIXED CONTRACTS THE ASIAN MOBILE CONSUMER Source: Nielsen Global Report
  • 46. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 46 MOBILE SHOPPING IS FAST-SHAPING RETAIL ASIA Source of support before and during shopping trip mobile penetration in Asia SHOP 83% SHARE SEARCH Source: Nielsen Research
  • 47. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 4477 MANUFACTURERS AND RETAILERS ARE EMBRACING MOBILE AS A NEW CHANNEL 7-ELEVEN has begun testing NFC enabled kiosks at the store entrance, so that users can download coupons before shopping. ENGAGE WITH CONSUMERS ENHANCE SHOPPING EXPERIENCE DRIVE INCREMENTAL SALES TESCO catalogue accessed by Smartphone users via QR code scans. STARBUCKS has made a high-profile decision to push the new mobile payments firm Square Source: Nielsen Global Report
  • 48. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 48 MOBILE TECH BRINGS BIG RETAIL BRANDS TO RURAL INDIA 1. Sales staff visits shop owner 2. Presents Product Range 3. Takes order and messages via mobile app 4. Orders sent as mobile phone messages appear in a central server 5. Orders are lodged by rural retail customers 6. Consignments are packed into a small goods truck and driven to village stores Source: Nielsen Global Report
  • 49. Copyright ©2012 The Nielsen Company. Confidential and proprietary. A FINAL THOUGHT WHO WHAT HOW - HEALTH & NUTRITION GROWTH - AT-HOME ENJOYMENT - MORE IN ONE - MIDDLE CLASS - AGING POPULATION - ROLE OF WOMEN - TELEVISION - INTERNET - PHONE