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Similaire à Vietnamese Consumers Insight 2016 (20)
Plus de Canada-Vietnam Entrepreneurs (20)
Vietnamese Consumers Insight 2016
- 2. Copyright©2015TheNielsenCompany.Confidentialandproprietary.
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DO YOU HAVE THE RIGHT OFFER?
• Our lifestyles are
changing
• Working adults are
strapped for time
• Students need a place
to hang out
• Males and females
shop differently
• CVS and minimarts for
HCMC
• Minimarts for Hanoi
• CVS threatens
Traditional grocery;
minimart fast-
replacing wet markets
• Food & Beverages
reign in CVS
• Fresh and value-for-
money winning in
minimarts
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20302013
Asia will be the
home of
3 BILLION
middle class
The projected
middle class in
Latin America is
313
MILLION
The middle
class in Africa
and the Middle
East is
projected to
DOUBLE
ASIA IS GETTING RICHER WITH
PURCHASING POWER FOR THE FIRST TIME
Sources: Nielsen Analysis, Boston Consulting Group
Vietnam’s
middle class
set to
DOUBLE
BY 2020
(2014 to 2020)
12M to 33M
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Income is relative across countries
17%
20%
16%
15%
22%
44%
33%
59%
20%
15%
17%
37%
46%
42%
35%
52%
35%
33%
Singapore
Malaysia
China
Thailand
India
Philippines
Vietnam
Indonesia
Asia
Less than $5,000 $5,000 - $19,999
17%
14%
13%
20%
25%
14%
10%
35%
17%
49%
38%
56%
37%
44%
31%
34%
31%
47%
34%
48%
31%
42%
31%
55%
55%
34%
36%
Singapore
Malaysia
China
Thailand
India
Philippines
Vietnam
Indonesia
Asia
I've been able to spend freely
I've been able to live comfortably, and bought some things just because
I liked them
I've only had enough money for shelter, food and basics
ANNUAL INCOME SPENDING FLEXIBILITY
…AND VIETNAM IS PART OF THIS STORY
Sources: Nielsen Global Survey
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57% population below
35 years old
YOUNG POPULATION
Sources: Data results of the Viet Nam Household Living Standards Survey 2012 – VN GSO
Statistical Yearbook of Vietnam 2013 – VN GSO
Vietnam Urbanization Review 2011 – World Bank
Nielsen Vietnam Pocket Book
ALL SET TO SOAR
HIGH LABOR FORCE
13% increase in labor
force participation
HIGHER INCOME
44% increase in monthly
income per capita
(2010 vs. 2012)
MORE EXPENDITURE
32% growth in monthly total
consumption expenditure
per capita (2010 vs. 2012)
SMALLER
HOUSEHOLD SIZE
From 4.44 to 3.85 people/
household (2002 vs. 2012)
URBANISATION
30% urbanisation rate with
3.4% growth rate per year
QUALITY
73% willing to pay more
for higher quality
39% considering health
as top concern in life
HEALTH
MORE EDUCATED
1.6 times more college/
university graduates
(2006 vs. 2012)
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WHAT STUDENTS WANT…..
NEW DAY
START!
9am–12pm
12–2pm
5–9 pm 2–5pm
Source: Observations/website
Khanh and Dat
Enjoy frozen soft drinks + cool teas
during their short breaks
QUICK FIX
Rice and fruit juice from the
store are as good as those made
at home
NOURISHMENT
Light food such as instant noodles to
sustain vitality till end of day
RECHARGE ENERGY
Sweet foods such as ice
cream and soft drinks to
keep energy levels up
RELAX
Chill out with
buddies
on the way to school…
5–9am
HEALTHY KICK OFF
Buy sandwiches and fruit
juices to get ready for a long,
active day
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HOW WORKING FEMALES SHOP……
NEW DAY
START!
5–9am 9am–12pm
12–2pm
5–9 pm 2–5pm
Source: Observations/website
Hoa
HEALTHY KICK OFF She enjoys a fresh juice from the CVS
situated at her office
QUICK FIX
For lunch, she goes for the hot
pot/rice at the CVS
NOURISHMENT
brings her kids to school…
MEAL PREPARATION
minimart
On the way home, Hoa
passes by a minimart to pick
up fresh vegetable and meat
In the evening, she drops by at
the nearby minimart for
shampoo, detergent, yogurt
and snacks for her children
FILL-IN NECESSITIES
minimart
On the way to school, Hoa stops at
the CVS next door to buy bread-and-
milk combo for the children
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WHAT CONVENIENCE MEANS TO WORKING MALES….
NEW DAY
START!
5–9am 9am–12pm
12–2pm
5–9 pm 2–5pm
Source: Observations/website
Long
QUICK KICK OFF
REVITALISE
NOURISHMENT
rushing to work…
UNWIND
FILL-IN NECESSITIES
He grabs bread and RTD tea
and rushes to the office
where he eats at his desk
Enjoys a hot coffee to stay alert
Replenishes at mid day with
Vietnamese rice and frozen soft drink
Drinks some cool tea to wash away
the hectic morning
Picks up personal care items running
low such as toothpaste,
deodorant…all ready for a new
dynamic day
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Source: Nielsen Global Survey of Consumers Shopper Behavior 2013
Males are more likely to shop in
convenience than females
EMBRACE
CONVENIENCE OF
BUYING ONLINE
FAST FOOD IS ON THE GO
FRESH AND FREQUENT
of shoppers like
to shop every day
to provide fresh
and healthy food
for their families
30% 23%
CONVENIENT OFFERING
LOCATION IS
MOST IMPORTANT
Consumers in Thailand find location as
most important
In Philippines
1 in 5
eat fast food
at least
once a week
37%
of Asian
consumers will
buy groceries online
HEALTHY SHOPPING
IS TOP OF MIND
will pay more for
foods that promote
healthiness
57% 84%
51%
2014
ASIAN CONSUMERS ON THE GO
What’s important to them and how they shop
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Source: Nielsen Shopper Trend – Vietnam 2012 and 2014
- Which of these types of stores have you visited in the past 7 days?
- On average, how often would you shop at the following type of store?
- Which of these types of stores would be the one where you normally buy most of your food and grocery items?
SHIFT FROM TRADITIONAL TO MODERN TRADE
WHERE DO CONSUMERS SHOP?
(%)
HOW OFTEN DO THEY SHOP?
(AVERAGE PER MONTH)
CHANNEL SPENT MOST IN?
(%)
2012 2014 2012 2014 2013 2014
WET MARKETS 90 85 23.2 22.4 53 47
TRADITIONAL GROCERY 81 64 10.8 8.6 11 7
SUPERMARKETS 62 60 3.0 2.8 34 40
CONVENIENCE STORES 5 11 2.1 3.6 1 2
PERSONAL CARE 11 9 0.8 0.9
MINIMARTS - 4 - 2.7
COSMETIC SHOPS 6 4 0.7 1.1
CASH AND CARRY 4 3 0.8 0.9
DEPARTMENT STORES 3 1 0.6 0.6
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FREQUENT VISITORS
(Visiting at least 2–3x/ week)
OCCASSIONAL VISITORS
(Visiting less than 2–3x/ week)
Source: Nielsen Study at CVS/MM 2015 – Quantitative
How often do you visit each of the following channels?
CONVENIENCE STORES
MINIMARTS
81%
VISIT TRADITIONAL
GROCERY SHOPS
85%
VISIT WET MARKETS
65%
VISIT TRADITIONAL
GROCERY SHOPS
67%
VISIT WET MARKETS
TRADITIONAL GROCERIES AND WET MARKETS ON ALERT
- 26. Copyright©2015TheNielsenCompany.Confidentialandproprietary.
28Source: Nielsen Study at CVS/MM 2015 – Qualitative
SUPER/HYPERM
ARKET
TRADITIONAL
GROCERY
MARKET STALL
STREET
VENDORS
EATERY
QUICK SERVICE
RESTAURRANT
CAFÉ
TEASHOP
STREETSIDE
HAWKER
TRADITIONAL
GROCERY
TEASHOP
CAFÉ
On premise On the go
Stock-up/Fill-inDaily shop
WET MARKET
TRADTIONAL
GROCERY
Depending on Shopper Mission…..
POTENTIAL THREAT TO OTHER CHANNELS TOO
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EXPERIENCE
CONVENIENCE
IMMEDIATE DELAYED
IMMEDIATE CONSUMPTION IS KEY TRIGGER IN CVS
Source: Nielsen Study at CVS/MM 2015 – Quantitative and Qualitative
What best describes your main purpose of this shopping trip?
Which shopping channel(s) fit with the following statement?
KEY NEED STATES
Specific functional and
emotional benefit
• Meal preparation
• Necessity fill-in
• Good service from staff 85%
• Fresh everyday 22%
Daily shop/fill-in: 14%
• Quick Fix
• Quick to get in and out 82%
• Clear store layout to find
products 82%
• Long operating hours: 86%
Urgency: 6%• Pick me up
• Recharge
• Stock availability assurance 46%
• Quick billing 78%
On-the-go and just-in-
time meals: 47%
• Unwind/Relaxation/Self-indulgence
• Fun time together/Family bonding
• Fun time together 66%
• Joy and relaxation 64%
• Neat and clean environment 92%
On premise: 26%
- 29. Copyright©2015TheNielsenCompany.Confidentialandproprietary.
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EXPERIENCE
CONVENIENCE
Source: Nielsen Study at CVS/MM 2015 – Quantitative and Qualitative
What best describes your main purpose of this shopping trip?
Which shopping channel(s) fit with the following statement?
KEY NEED STATES
Specific functional and
emotional benefit
• Meal preparation
• Necessity fill-in
• Good service from staff 90%
• Fresh everyday 53%
Daily shop/fill-in: 55%
• Quick Fix
• Quick to get in and out 81%
• Clear store layout to find
products 90%
• Long operating hours: 85%
Urgency: 13%• Pick me up
• Recharge
• Stock availability assurance 48%
• Quick billing 79%
On-the-go and Just-in-
time meals: 19%
Home stocking
and consumption
• Freedom to browse 93%
• Quality assurance 71%
• Wide assortment 74%
Stock up: 9%
DAILY SHOPPING NEED IS THE REASON FOR MMS
IMMEDIATE DELAYED
- 32. Copyright©2015TheNielsenCompany.Confidentialandproprietary.
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EARLY SENTIMENTS: AGGRESSIVE AND AMBITIOUS
"Citimart’s strategy will not only
stop at supermarket but also open
small-format stores, minimart to
explore all market segments.”
Ms. Nguyễn Thị Ánh Hòa
Investors of Citimart
“Vingroup with a plan to
develop 100 supermarkets,
1000 convenience stores till
2017, aims to create jobs for
20000 Vietnamese labour ”
Mr. Lê Khắc Hiệp
Vice President of Vingroup
“Co.op Foods target to open 30
stores till the end of this year (2011)
and open 150 stores moare up to
2015”
Ms. Nguyễn Thị Tuyết Hoa
Deputy Director of Saigon Co.op
“Up to now, Vietnam only had 400
stores. Meanwhile, with population
of 60 millions, Thailand has 10.000
(convenience) stores; Japan has up to
50.000 stores for 130 mil people.
Therefore, my forecast is Vietnamese
market size will be bigger than Thais
and in ten years times, number of
(convenience) stores can reach to
15.000 nationwide”
Mr. Kigure Takehiko
CEO of FamilyMart
Source: Nielsen Study at CVS/MM 2015 – Qualitative
“We have invested in the channel 2 years
now.
CVS chains are doing successfully by
recruiting the youth as their shoppers.
Vietnamese youngsters catching up quickly
with this new trend is quite surprising.
While independent minimarts, the
transition between traditional trade and
modern stores, are impacting
super/hypermarkets”
MT manager
A multinational FMCG company
RETAILERS MANUFACTURERS
- 34. Copyright©2015TheNielsenCompany.Confidentialandproprietary.
36Source: Nielsen Study at CVS/MM 2015 – Qualitative
MORE THAN 1 DEFINITION OF CONVENIENCE…..
PRIVACY
Free to browse
without disturbance
ACCESSIBLE
Just one step from
home/school/office
Easy browsing –
Quick billing
QUICK
AND EASY
AVAILABILITY
Long opening hours,
esp. for fresh food
Ready-to-eat
And Ready-to-cook
READILY MADE
ALL IN ONE
One place for
all solution
- 35. Copyright©2015TheNielsenCompany.Confidentialandproprietary.
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DIFFERENT FOLKS, DIFFERENT PATHS OF PURCHASE
Vietnam
IMPULSE
DECISION
BIG SPEND
FREQUENT VISIT
MORE F&B
OPPORTUNITY
EXPECTATION
TOWARDS
PRODUCT
PLANNED
DECISION
SMALL SPEND
OCCASIONAL
LESS F&B
OPPORTUNITY
EXPECTATION
TOWARDS
SERVICES
More F&B, especially RTE More services (Promotions/
Loyalty program/Free delivery)
HIGH ON
VISITING CVS
HIGH ON
VISITING MM
EXPERIENCE
NEED
CONVENIENCE
NEED
STUDENT FIRST JOBBER WORKING MOM HOUSEWIFE
Source: Nielsen Vietnam Convenience Store Study
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• Spend $3 at any 7-Eleven store to
get a stamp
• Get one figurine at $3.90 with 8
stamps or redeem one figure with
24 stamps
• Cheers LinkPoints Issuance: Every
$1=2points
• Min Purchase $10 at Cheers / Esso
Cheers, $20 at FairPrice Xpress
• Cheers LinkPoints Redemption: All
purchases
RETAILERS THEME MECHANISM
• Free registration
• 1st purchase over 30.000 VND ,
shoppers got gift from B’s mart
LOYALTY PROGRAMS WILL GROW IN IMPORTANCE
Source: Observations/website
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BUYING BEYOND
TRADITIONAL IMPULSE ITEMS
CONVENIENCE – BEYOND AN IMPULSE DESTINATION
In Thailand
79%
13
OF URBAN SHOPPERS
SHOPPED IN
CONVENIENCE
IN THE LAST WEEK
TRIPS/MTH
6% MORE EXPENSIVE
THAN HYPER
IN THAILAND,
CONVENIENCE IS ONLY
IN OTHER COUNTRIES,
E.G. SINGAPORE, IT’S UP
TO 30% MORE EXPENSIVE
MAKING
19% OF THAI SHOPPER
VISITS TO CVS FOR
EVERYDAY NEEDS
Sources: Nielsen Shopper Trends and Retail Measurement Services
- 51. Copyright©2015TheNielsenCompany.Confidentialandproprietary.
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MAKING SHOPPERS’ LIVES TRULY CONVENIENT
A day in the life of a shopper around CVS
Small sized
vegetables
Get coupons by
paying bills in CVS
NEW DAY
START!
08:45 am 12:30 pm
13:30 pm
18:00 pm
21:00 pm
Freshly
brewed coffee
15:30 pm
19:30 pm
Late night snack
Pre-cut fruit
Pre-cooked
home meals
Rice
Lunchbox
Meal
Bundle Promotion:
Meal+ Drink
ATM
Pick up
theatre
tickets
Source: Observations/website