Milk is considered to be the source to provide the health and nutrition in Vietnam. We made the survey to over 700 respondents in Vietnam to understand their drinking customs, favorite brands and purchase factors

1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Milk drinking behaviors in Vietnam

2. Preface - Do you drink milk?
59% 61% 60%
41% 39% 40%
Female Male All
Yes No
In our respondents from 18-44
years old, there are 60% of them
who drinks milk products.
We made the asking further to
understand their drinking milk
behaviors, brand preference,
purchase factors.
Q: Do you drink liquid milk in last 3 month? (non-flavored, flavored, soya, yoghurt drink)

3. Drinking frequency by milk types
Q: In last 03 months, how often do you drink for each type of suitable milk?
7% 4% 4% 2%
11%
11%
2% 7%
16% 21%
11%
12%
5%
9%
18%
21%
11%
19%
16%
12%
11%
16%
18%
26%
23%
16%
19%
18%18%
5%
14%
2%
Fresh milk
(No
flavour)
Fresh milk
(Has
flavour)
Soya milk Yogurt milk
10-19
5% 3% 3% 2%
12% 14%
6% 10%
23% 20%
18%
22%
10% 12%
11%
12%
10% 11%
18%
16%
11% 10% 14%
15%
13%
18% 19%
17%
17%
12% 10% 8%
Fresh milk
(No
flavour)
Fresh milk
(Has
flavour)
Soya milk Yogurt milk
20-29
5% 3% 3% 2%
12% 14%
6% 10%
23% 20%
18%
22%
10% 12%
11%
12%
10% 11%
18%
16%
11% 10% 14%
15%
13%
18% 19%
17%
17%
12% 10% 8%
Fresh milk
(No
flavour)
Fresh milk
(Has
flavour)
Soya milk Yogurt milk
30-39

4. Preference in sweetness
4%
39%
32%
26%
13%
39%
34%
14%
9%
27%
19%
44%
Plain Light Sweetening Sweetening It depends
10-19 20-29 30-44
Sweetened milk are more popular among youth
Q: Which of the following milks do you take mostly?

5. Reason for drinking milk products
Health and nutrition are the two main reasons of drinking milk
Q: Please choose reasons why you drink milk? (The data is from those who drink milk and soymilk respectively)
67%
47%
40%
37%
16%
11% 9% 9% 7%
4% 4%
0%
73%
36%
47%
29%
13%
29%
12%
5%
10%
1% 1% 0%
70%
36%
50%
30%
11%
18%
11% 9% 8%
2% 2% 1%
10-19
20-29
30-44

6. Reason for drinking milk products (for kids)
In addition to the health and nutrition factor, “taste” importance got higher for
kids
Q: Why do your kid(s) drink fresh milk?
78%
50%
45%
10% 7% 5%
20%
2% 2%
70%
47%
36%
30%
24%
13% 11% 9% 6%
2% 1%
For kids For self

7. Concerns on drinking too much milk
23%
27%
48%
65% 64%
48%
12%
9%
5%
10-19 20-29 30-44
Yes No Not sure
Those who are in 30 and above are more concerned about drinking milk too much
Q: Do you have any concerns/problems about drinking milk too much?

8. Concerns on drinking too much milk: Reasons
39% 39%
23% 23%
15%
8%
0% 0%
53%
15%
1%
36%
9%
5%
12%
7%
60%
3%
5%
45%
3%
5%
3%
0%
Gain weight Get acnes / get
my skins bad
Lose weight Makes my
stomach bad
Get ulcer Others Get decoyed
tooth
Get anemia
10-19
20-29
30-44
Weight and stomach concerns. Teens have acne concerns by drinking too much
Q: What are the concerns of drinking milk too much? (those who are concerned only)

9. Timing to take milk
49%
9% 9%
4% 2%
12%
23%
26%
16%
30%
48%
7%
11%
1%
9%
14%
23% 25%
21%
29%
36%
7%
12%
2%
8%
13%
21%
27% 25%
45%
10-19 20-29 30-44
During breakfast is the most common timing, while 30 and above tend to take
milk when they get tired
Q: When do you drink milk?

10. Information source
TVCF
Health
program
of
televisio
n
Internet
Product
package
Faceboo
k
Family /
friends /
relatives
Store-
front
(POPs)
Recom
mendati
on by
the store
staff
Magazin
e relate
to health
Newspa
per
relate to
health
Radio
Store
flyer
I do not
look for
informati
on about
milk
Others
10-19 51% 49% 35% 26% 25% 21% 18% 14% 11% 5% 4% 4% 2% 0%
20-29 50% 37% 37% 24% 18% 20% 15% 8% 17% 13% 3% 4% 4% 1%
30-44 55% 64% 21% 13% 3% 22% 16% 11% 14% 18% 3% 3% 0% 1%
10-19 20-29 30-44
TVCF and TV program (related with health) are effective information source
Q: How you search information about milk?

11. Purchase factor
Trusted
brand
Safe for
health
Origin of
milk
Quality of
product
Good for
health
Product is
reasonabl
e price
High
nutrition
Ingredient
s of milk
Product is
widely
recomme
ded
Fresh
taste of
milk
Sweet in
milk
Fat in
milk
10-19 39% 39% 37% 28% 28% 25% 21% 19% 19% 14% 9% 5%
20-29 42% 36% 36% 34% 31% 20% 18% 15% 8% 16% 14% 11%
30-44 43% 29% 44% 44% 34% 27% 16% 16% 10% 3% 10% 10%
10-19 20-29 30-44
Elderly are concerned about more about quality and origin
Q: Please choose the important factors when you purchase milk (up to 3) (those who purchase milk
themselves only)

12. Purchase locations
Supermarket
Local grocery
store
Milk store
(Vinamilk, TH
True Milk,…)
Convenient
store
Local market
E-Commerce
website
Others
Online sellers
are from
Facebook
10-19 70% 42% 37% 33% 26% 5% 2% 0%
20-29 68% 48% 33% 35% 18% 3% 0% 1%
30-44 69% 48% 32% 35% 37% 4% 2% 3%
10-19 20-29 30-44
Supermarket is the most popular channel followed by local grocery stores
Q: Where do you usually buy milk? (those who purchase milk themselves only)

13. Purchased brand - Milk
Vinamilk Long Thanh Dutch Lady Nuti Ba Vi Moc Chau
10-19 83% 7% 33% 9% 14% 7%
20-29 78% 8% 33% 16% 8% 18%
30-44 81% 4% 25% 14% 10% 10%
10-19 20-29 30-44
Vinamilk is dominantly popular followed by Dutch lady
Q: What your fresh milk (no flavour) brand in purchasing in last 03 months?
(those who purchase milk themselves only)

14. Purchased brand – Flavored milk
Vinamilk Dutch Lady Ba Vi Moc Chau Long Thanh Nuti
10-19 77% 42% 14% 14% 7% 5%
20-29 69% 36% 4% 12% 4% 9%
30-44 78% 30% 9% 12% 4% 15%
10-19 20-29 30-44
Same trend as milk. Vinamilk dominates the market
Q: What your fresh milk (no flavour) brand in purchasing in last 03 months?
(those who purchase milk themselves only)

15. Purchased brand – Soya Milk
Fami
Soya Milk
Vinamilk
Vinasoy Gold Soy
Soya milk
Nuti
Vinasoy Me
Den
Soya Milk
Number One
Soy Men Trisoy
10-19 68% 18% 14% 9% 5% 5% 4% 2% 0%
20-29 71% 21% 20% 10% 9% 9% 5% 0% 1%
30-44 63% 38% 18% 7% 7% 3% 3% 0% 3%
10-19 20-29 30-44
Fami is dominantly popular followed by Vinamilk and Vinasoy
Q: What your fresh milk (no flavour) brand in purchasing in last 03 months?
(those who purchase milk themselves only)

16. Summary
• 60% of respondents drink milk in last 3 month
• Health and nutrition are the two main reasons of drinking milk
• Around 30% of milk drinkers are concerned about drinking it too much.
Weight and stomach concerns. Teens have acne concerns by drinking too
much
• During breakfast is the most common timing, while 30 and above tend to
take milk when they get tired
• For purchasing, TVCF and TV program (related with health) are effective
information source. Elderly are concerned about more about quality and
origin
• Vinamilk is dominantly popular in Vietnam market

17. Respondent profile (N=773)
12%
65%
23%
Age
18-19 20-24 25-29
50%50%
Gender
Male Female
18%19%
18%
17%
10%
4% 4%
7%
4%
Household income
Conducted on December, 2016

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20. Respondent profiles
Our strength is 16-39 years old and urban areas. This is where most biz customers
would like to research
17%
8% 8% 8% 8% 8% 7% 7% 7%
22%
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
<9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50-
Stats Q&Me
Active users by age Urban user ratio (top 6 provinces)
22%
51%
78%
49%
Stats Q&Me
Top 6 provinces Others

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