Professional Documents
Culture Documents
1
2
J
a
n
1
1
J
u
n
1
1
D
e
c
1
1
J
u
n
1
2
D
e
c
1
2
Source: Kantar Worldpanel Households Panel Vietnam 4 key urban cities Total FMCG excluding Gift
Vol growth (pack) 6m vs. YA
URBAN 4 3%
HCM 3%
HANOI 4%
DANANG 7%
CANTHO 3%
Vol growth (pack) 6m vs. YA
DAIRY
4%
BEVERAGE
10%
PACK. FOOD
1%
PERSONAL CARE
-4%
HOME CARE
2%
Make-up
Facial Moisturizer
M
A
T
P
3
1
3
11
Kantar Worldpanel
The situation is worse in rural as the growth is consistently going down, and reached
the lowest point lately, happening most significantly for Personal care products.
-60
-40
-20
0
20
40
60
80
100
120
Avg. Price per pack Value Volume (packs)
J
a
n
1
1
J
u
n
1
1
D
e
c
1
1
J
u
n
1
2
D
e
c
1
2
FMCG IN RURAL MONTHLY YEAR-ON-YEAR CHANGE (%)
Source: Kantar Worldpanel Households Panel Rural Vietnam Total FMCG excluding Gift
Vol growth (pack) 6m vs. YA
RURAL 3%
NORTH 4%
CENTRAL 8%
SOUTH -2%
Vol growth (pack) 6m vs. YA
DAIRY
10%
BEVERAGE
10%
PACK. FOOD
2%
PERSONAL CARE
-9%
HOME CARE
9%
Mouth rinse
Hair Conditioner
Facial moisturizer
M
A
T
P
3
1
2
M
A
T
P
3
1
3
Kantar Worldpanel 12
Kantar Worldpanel
6%
9%
0%
5%
6%
6%
3%
6%
8%
3%
4%
1%
2%
3%
5%
4%
3%
6%
-2%
0%
2%
4%
6%
8%
10%
URBAN 4 HCMC HANOI DANANG CANTHO RURAL NORTH CENTRAL SOUTH
Half year ending Q3/2012
Half year ending Q1/2013
Pragmatic behaviour is observed in short-term.
CONSUMER REACT
BULKY PURCHASE?
1
YES, but much less stock up vs. before
Number of FMCG packs bought per trip - % change vs. YA
Source: Kantar Worldpanel Households Panel Total FMCG excluding Gift
Kantar Worldpanel 13
Kantar Worldpanel
UPSIZE OR DOWNSIZE?
Pragmatic behaviour is observed in short-term.
CONSUMER REACT
2
Source: Kantar Worldpanel Households Panel Total FMCG excluding Gift Updated to Q1/2013
Upsizing trend in volume switching % - Rolling MAT YOY trend
(10)
(5)
-
5
10
15
20
25
30
35
40
45
P
3
1
2
P
4
1
2
P
5
1
2
P
6
1
2
P
7
1
2
P
8
1
2
P
9
1
2
P
1
0
1
2
P
1
1
1
2
P
1
2
1
2
P
1
3
1
2
P
1
1
3
P
2
1
3
P
3
1
3
V
o
l
u
m
e
s
w
i
t
c
h
i
n
g
p
e
r
c
e
n
t
a
g
e
c
h
a
n
g
e
%
Shower gel 600-999ML - Hanoi
Facial Foam >50G/ML - Hanoi
Dishwashing 4-4.9L - Hanoi
Functional Adult Milk Powder >500G - Hanoi
Granules >500G - North & Central Rural
Fabcon Non-sachet - Rural
Still upsizing trend in long-term,
yet slowing down signal is
observed in Hanoi and North
Rural
Kantar Worldpanel 14
Kantar Worldpanel
VALUE-FOR-MONEY OPTIONS?
Pragmatic behaviour is observed in short-term.
CONSUMER REACT
3
Source: Kantar Worldpanel Households Panel Total FMCG excluding Gift
PRIVATE
LABEL
IS GAINING
GROUND
34%
35%
40%
2010
2011
2012
Penetration %
NUMEROUS PROMOTION CAMPAIGNS & LOW PRICE OFFERS
56% 57%
64%
Repurchase rate %
Kantar Worldpanel 15
Kantar Worldpanel
CHANNEL SHIFTING?
Pragmatic behaviour is observed in short-term.
CONSUMER REACT
4
Source: Kantar Worldpanel Households Panel Total FMCG excluding Gift
-500000
0
500000
1000000
1500000
2000000
2500000
P
3
1
2
P
4
1
2
P
5
1
2
P
6
1
2
P
7
1
2
P
8
1
2
P
9
1
2
P
1
0
1
2
P
1
1
1
2
P
1
2
1
2
P
1
3
1
2
P
1
1
3
P
2
1
3
P
3
1
3
Provision Store
Mom&Pop store
Switching trend from Street shop to H+S - Rolling MAT YOY trend
S
w
i
t
c
h
i
n
g
o
c
c
a
s
i
o
n
s
Slowing down shifting trend
from street shop to Hyper
Supermarket.
Kantar Worldpanel
VIETNAMESE CONSUMER TRENDS
TOWARDS FMCG
SPEED &
CONVENIENCE
HEALTH &
WELLNESS
FROM BASIC
TO ADDED VALUE
INNOVATION
17
Kantar Worldpanel
Rice soup enters
more Urban
families, especially
households with
Kid <12YO
CONVENIENCE SEEKING
Incremental
recruitment of
90,000 urban
households in
2012
Ground coffee
Soluble coffee
Kantar Worldpanel 18
Kantar Worldpanel
LIQUID MILK
KNOWLEDGABLE CONSUMERS | HEALTH CARE
Urban 4 cities
Rural
Non-fried products
reach
22%
Urban households
in 8 months
Penetration %
INSTANT NOODLES
Volume per buyer
57 Liter
(vs. 50L in 2010)
27 Liter
(vs. 19L in 2010)
41%
(vs. 34% in 2010)
40%
(vs. 25% in 2010)
Urban 4 cities
Rural
SOYA MILK
19
Kantar Worldpanel
SOPHISTICATED NEEDS | READY TO PAY FOR ADDED VALUE
Source: Kantar Worldpanel Household Panel Urban 4 key cities & Rural Vietnam excluding gift
Beauty Cup yogurt
reaches
12% Urban
families
in 10 months
~ 270,000
households
Cup yogurt Liquid detergent
10 Liter per
Urban family
(FY12)
doubled FY10
figure
Price index: 112
Price index: 135
Kantar Worldpanel
20
Kantar Worldpanel
MARKET DYNAMICS
Nowadays, consumers are exposed to many choices, esp. in personal products.
More new packsizes are offered to satisfy consumers different needs
In FMCG only, over 3,500
launches of new products / SKUs
in 2012 (13% active SKUs)
SHAMPOO
172
new packsizes
Source: Kantar Worldpanel Vietnam Urban 4 key cities - Total FMCG 2012
# new SKUs
LIQUID BATH
101
new packsizes
PACK SIZE
1,530
#1
VARIANT
1,017
#2
LIQUID BATH
80
new variants
SHAMPOO
69
new variants
BRAND
937
#3
GROUND
COFEE
50
new brands
BISCUITS
60
new brands
Kantar Worldpanel
VIETNAM CONSUMER PULSE
KEY TAKE-AWAY
CHALLENGES OPPORTUNITIES
MODERN
RETAIL
LANDSCAPE
RURAL
CONVENIENCE
HEALTH
ADDED VALUE
INNOVATION