Food safety is a growing concern of many Vietnamese people nowadays which has led to their rising demand for high-quality food. This survey is thus set to find out the organic food consumption among Vietnamese people. The survey was conducted to over 400 male and female 18-39 year-olds in Ho Chi Minh City and Hanoi.

1. Q&Me is online market research provided by Asia Plus Inc.
Organic food consumption among Vietnamese
Asia Plus Inc.

2. Overview
Food safety is a growing concern of many
Vietnamese people nowadays which has
led to their rising demand for high-quality
food. This survey is thus set to find out
the organic food consumption among
Vietnamese people.
The survey was conducted to over 400
male and female 18-39 year-olds in Ho
Chi Minh City and Hanoi.

3. Highlight

4. Highlight – Food consumption behaviors
Important items in buying food
68%
50% 47% 45% 42%
Food safety Healthiness Nutrition Origin Freshness
Interest in healthy food (*daily consumption)
41% 38% 35% 29%
6% 5%
Channels for trustful foods Top 3 most trusted places by income
36% 35% 31%
52%
38%
44%
66%
59%
45%
Imported food stores Brand shops Traditional stores
<14M 14-20M >20M
Who interested?
High incomer
With children
31-39 y/o
In HCM
85%
15%

5. Highlight – Organic food awareness, interest & images
80% are aware and 70% are interested.
People who are both aware and interested in organic food
are: with +20M income, 31-39 year-olds, with children.
Awareness and interest in organic food Organic food images
92%
79%
46%
41%
34%
18%
0%
Top 3 organic food images are:
safe for health, eco-friendly and freshness.
80%
20%
Awareness
Aware Not aware
44%
44%
12%
Interested
Highly interested Interested Not interested

6. Highlight – Organic food usage and expectations
Usage
39%
9%
51%
Frequent users (>once/week)
Non-frequent users
Non-users
Most frequent users Top reasons for usage
90%
81%
56%
Safe for health Healthy Eco-friendly
80%
66%
55%
Be more
affordable
Be more widely
available
Have more
variety
With list for organic products
3%11%
45%
37%
4% 50+% extra
20-50% extra
10-20% extra
<10% extra
Not willing to pay extra
Cost expectations
The price is the biggest barriers for organic foods as approximately 90% expect the price be 20% and less
Mid-high income of those who
live in HCM

7. Detailed data

8. Food consumption behaviors

9. Important factors of a meal
Nutrition is the most important thing in a meal. High-income people care about healthiness
after nutrition. Middle-income people put taste and healthiness above nutrition.
67%
63% 63%
37%
32%
26%
21%
15%
10%
0%
Total
Q. What are the 3 most important factors to you about your meals? (N=442)
66%
62% 63%
34% 35%
60% 62% 62%
42%
29%
79%
73%
63%
48%
18%
Nutrition Healthiness Taste Food safety Price
Top 5 factors by income
<14M 14-20M >20M

10. Important factors of a meal by demographics
Nutrition Healthiness Taste Food safety Price Freshness Portion (Volume) Organic food Calories intake
Total 67% 63% 63% 37% 32% 26% 21% 15% 10%
18-24 64% 62% 78% 42% 42% 17% 23% 5% 5%
25-30 68% 64% 63% 31% 28% 28% 21% 19% 10%
31-39 71% 64% 46% 43% 27% 35% 16% 18% 15%
HCM 70% 69% 69% 43% 34% 22% 16% 15% 7%
HN 64% 58% 57% 32% 30% 30% 25% 15% 12%
<14M 66% 62% 63% 34% 35% 25% 23% 12% 8%
14-20M 60% 62% 62% 42% 29% 31% 10% 13% 8%
>20M 79% 73% 63% 48% 18% 32% 18% 32% 18%
No children 61% 63% 67% 36% 37% 23% 22% 11% 6%
With children 76% 64% 58% 38% 25% 31% 19% 20% 14%
18-24 year-olds care the most about taste and also most price-sensitive. High-income
people care about organic food twice as much as other income groups.
Q. What are the 3 most important factors to you about your meals? (N=442)

11. Considerations when buying foods
Food safety is No.1 concern of 68% respondents in general and 86% high-income people in
particular. After food safety, middle income people would consider nutrition then healthiness.
68%
50% 47% 45%
42%
20%
14% 13%
9%
Total
Q. What are the 3 things you consider the most when buying food? (N=442)
65%
49%
45% 44%
41%
71%
46% 48%
44% 42%
86%
55% 55% 54%
45%
Food safety Healthiness Nutrition Origin Freshness
5 most-considered factors by income
<14M 14-20M >20M

12. 18-24 year-olds consider healthiness and brand more. Females and 31-39 care more
about freshness. Organic food consideration is higher among >20M VND income people.
Considerations when buying foods by demographics
Food safety Healthiness Nutrition Origin Freshness Brand
Portion (volume/
size..)
Organic food Packaging
Total 68% 50% 47% 45% 42% 20% 14% 13% 9%
Male 69% 53% 47% 46% 30% 23% 11% 14% 8%
Female 68% 48% 47% 45% 48% 18% 16% 13% 9%
18-24 70% 57% 47% 42% 30% 32% 16% 12% 5%
25-30 66% 44% 47% 47% 45% 17% 17% 14% 13%
31-39 72% 53% 46% 47% 49% 11% 9% 14% 5%
HCM 70% 49% 50% 50% 44% 19% 12% 13% 6%
HN 66% 50% 44% 41% 39% 20% 17% 14% 11%
<14M 65% 49% 45% 44% 41% 22% 16% 11% 10%
14-20M 71% 46% 48% 44% 42% 17% 13% 13% 4%
>20M 86% 55% 55% 54% 45% 11% 5% 25% 5%
No children 64% 51% 43% 46% 39% 27% 18% 12% 9%
With children 75% 48% 52% 44% 46% 10% 10% 16% 8%
Q. What are the 3 things you consider the most when buying food? (N=442)

13. 46%
39%
13%
1%
Total
Very interested Interested
Neither/ Nor Not interested
Not interested at all
46% 48% 45% 40% 45%
55% 54%
38% 40%
63% 64%
36%
60%
39% 41%
38% 45% 36%
38% 36%
41% 42%
25%
34%
43%
34%
15% 11% 17% 15% 20%
6% 10%
20% 18%
12%
2%
21%
6%
Interest by demographics
Very interested Interested
Interest in healthy food
85% are interested in consuming healthy food daily. Healthy food has high interest
among 31-39 year-olds, those from HCM/have kids/with high income.
*Daily consumption
Q. How much interested are you in consuming healthy food in your daily meals? (N=442)

14. Food shopping places
Hyper/supermarket is the most popular place to buy foods. Traditional market is popular
among people with income lower than 14M VND.
73%
46%
26%
20% 20%
5%
1%
Total
70%
50%
25%
81%
42%
33%
79%
30%
23%
Hyper/ supermarket Traditional market Traditional stores
Top 3 shopping places by income
<14M 14-20M >20M
Q. Where do you usually shop for food? (N=442)

15. Food shopping places by demographics
Hyper/supermarket Traditional market Traditional stores Brand shops Imported food storces Small sellers' online shops
Total 73% 46% 26% 20% 20% 5%
Male 69% 48% 32% 23% 22% 5%
Female 75% 45% 23% 18% 18% 5%
18-24 78% 52% 27% 20% 14% 2%
25-30 69% 48% 22% 17% 23% 6%
31-39 73% 37% 33% 25% 21% 6%
HCM 83% 41% 26% 25% 22% 6%
HN 62% 52% 26% 15% 17% 4%
<14M 70% 50% 25% 15% 13% 3%
14-20M 81% 42% 33% 37% 38% 8%
>20M 79% 30% 23% 36% 39% 14%
HCMC and +14M VND income people shop more at hyper/supermarket. Brand shops &
imported food stores are favored by middle and high income people.
Q. Where do you usually shop for food? (N=442)

16. Customer trust in food shopping places
Imported food stores are the most trusted place in quality. Brand shops come next for high-
income people. People having 14-20M income trust traditional stores after imported stores.
41%
38%
35%
29%
6% 5%
Total
Q. On which stores do you trust the quality of their food? (N=442)
36% 35%
31%
52%
38%
44%
66%
59%
45%
Imported food stores Brand shops Traditional stores
Top 3 most trusted places by income
<14M 14-20M >20M

17. Customer trust in food shopping places by demographics
Imported food stores Brand shops Traditional stores Hyper/ supermarket
Small sellers' online
shops
Other
Total 41% 38% 35% 29% 6% 5%
Male 47% 40% 40% 29% 8% 3%
Female 39% 38% 32% 30% 4% 6%
18-24 40% 33% 34% 30% 5% 5%
25-30 42% 41% 30% 31% 7% 4%
31-39 42% 40% 44% 26% 5% 7%
<14M 36% 35% 31% 31% 4% 4%
14-20M 52% 38% 44% 27% 13% 10%
>20M 66% 59% 45% 23% 7% 7%
Imported food stores & brand shops are most popular among >20M income people.
Traditional stores are favored among 31-39 year-olds.
Q. On which stores do you trust the quality of their food? (N=442)

18. Reasons for trusting those places?-What customer think
Transparent food origin and the shop owner can be held responsible in case there are any problems.
24/HCMC/Male
Those places have good reputation.
34/Hanoi/Female
Shops of big brands.
26/Hanoi/Female
Recommended by friends and I already used the products.
35/HCMC/Female
Because of my shopping habit.
23/Hanoi/Male
Q. Why do you trust the quality of their food? (free comment)

19. Organic food consumption

20. 80%
20%
Total
80% 82% 79% 78% 75%
93% 90%
70%
75%
92% 96%
71%
92%
20% 18% 21% 22% 26%
7% 10%
30%
25%
8% 4%
29%
8%
By demographics
Organic food awareness
80% know or have heard of the term. The awareness is high among middle to high-
income people, among 31-39 year-olds, those from HCM and who have children.
Q. Do you know/ have you ever heard of "organic food"? (N=442)

21. What is organic food?–What customer think
Food produced with organic agriculture production process, clean, safe and good for health.
20/HN/Female
Produced with methods and standards of organic agriculture, limit in using pesticides, chemical
fertilizers, no preservatives, radiation, chemical additives, etc.
39/HCMC/Female
Close to nature
24/HCMC/Male
Grown completely without any pesticides. Natural planting and harvesting methods
31/HN/Female
Clean food, grown from organic ingredients
33/Hanoi/Male
Q. What is organic food? (free comment)

22. 44%
44%
11%
Total
Very interested Interested
Neither/Nor Not interested
Not interested at all
41% 46%
34%
48% 49% 46% 42% 39%
48%
63%
35%
54%
47% 43%
44%
46% 43%
42% 48%
46%
42%
37%
49%
39%
12% 11%
22%
7% 8% 13% 10% 14% 10%
0%
16%
7%
Interest by demographics
Very interested Interested
Interest in organic food
88% are interested in organic food. Organic food has high interest among high income
people, 25-39 year-olds and those who have children.
Q. How much interested are you in organic food? (N=354)

23. Images of organic food
Organic food is most federated with safe for health, eco-friendly and freshness images.
The freshness, good taste and no allergy images are strong among high-income people.
92%
79%
46%
41%
34%
18%
0%
Total
Q. What are the image associations when you think of organic food? (N=354)
91%
79%
42% 41%
32%
14%
92%
73%
38% 38%
31%
13%
96%
83%
72%
43%
46% 44%
By income
<14M 14-20M >20M

24. Images of organic food by demographics
Freshness/expensive images are strong among 31-39 y/o. Good taste image is strong
among people who have children.
Safe for health Eco-friendly
Freshness (no
conservatives)
Expensive Good taste No allergy
Total 92% 79% 46% 41% 34% 18%
Male 91% 76% 47% 33% 40% 20%
Female 93% 80% 45% 46% 31% 18%
18-24 92% 83% 35% 37% 29% 13%
25-30 93% 79% 46% 38% 36% 19%
31-39 91% 73% 57% 50% 37% 23%
HCM 91% 84% 49% 43% 33% 21%
HN 93% 72% 41% 39% 36% 15%
<14M 91% 79% 42% 41% 32% 14%
14-20M 92% 73% 38% 38% 31% 13%
>20M 96% 83% 72% 43% 46% 44%
No children 91% 81% 42% 37% 27% 14%
With children 93% 75% 50% 46% 42% 23%
Q. What are the image associations when you think of organic food? (N=354)

25. Organic food usage frequency
32% people consume organic food more often than once/week. The usage is high among
middle to high-income people and in HCMC.
Q. How frequently do you consume organic food? (N=307)
11%
21%
7%
9%
51%
Total
Everyday/ almost everyday
4-5 times a week
2-3 times a week
Once a week
Several times a month
Less frequently
I don't consume organic food
32% 34% 31% 30% 34% 31% 35%
29% 28%
43%
37% 33% 31%
68% 66% 69% 70% 66% 69% 65%
71% 72%
57%
63% 67% 69%
Frequent users by demographics
(*who buy more than once/week)

26. Reasons for consuming organic food
No.1 motivation to purchase organic food is safe for health reason, followed by healthy
and eco-friendly. Reasons for purchase organic food are similar in all income groups.
Q. Why do you consume organic food? (N=149)
90%
81%
56%
28% 26%
16%
11%
Total
90%
83%
52%
77%
73%
55%
100%
83%
75%
Safe for health Healthy Eco-friendly
Top 3 reasons by income
<14M 14-20M >20M

27. Reasons for consuming organic food by demographics
Safe for health Healthy Eco-friendly Good taste Freshness Be available at home No allergy
Total 90% 81% 56% 28% 26% 16% 11%
Male 89% 79% 65% 28% 23% 18% 19%
Female 90% 83% 51% 28% 28% 15% 7%
18-24 90% 81% 52% 36% 14% 19% 14%
25-30 88% 80% 55% 22% 22% 12% 11%
31-39 93% 83% 62% 31% 45% 19% 10%
<14M 90% 83% 52% 30% 21% 17% 9%
14-20M 77% 73% 55% 9% 18% 9% 9%
>20M 100% 83% 75% 38% 54% 21% 25%
No children 89% 79% 58% 30% 18% 16% 9%
With children 90% 84% 55% 26% 34% 16% 14%
More high-income people buy organic food for reasons of safe for health, eco-friendliness
and freshness. 31-39 year-olds also care much about freshness.
Q. Why do you consume organic food? (N=149)

28. Customer expectations
No.1 expectation of most people is for organic food to be more affordable, followed by be
more widely available. Half people with +20M income wants delivery service.
80%
66%
55%
23%
Be more
affordable
Be more widely
available
Have more
variety
Have delivery
service
Total
79%
65%
52%
17%
71%
67%
56%
29%
91%
70% 69%
46%
Be more
affordable
Be more widely
available
Have more
variety
Have delivery
service
Expectations by income
<14M 14-20M >20M
Q. What do you expect from organic food, in order to use it more frequently? (N=354)
(*To consume organic food more often)

29. Customer expectations by demographics
+20M income people want organic food to be more affordable, have more variety and
have delivery service. 25-30 year-olds wants it to be more available.
Be more affordable Be more widely available Have more variety Have delivery service
Total 80% 66% 55% 23%
18-24 77% 63% 51% 17%
25-30 77% 73% 58% 23%
31-39 87% 59% 55% 30%
<14M 79% 65% 52% 17%
14-20M 71% 67% 56% 29%
>20M 91% 70% 69% 46%
No children 78% 68% 53% 17%
With children 82% 64% 57% 30%
Q. What do you expect from organic food, in order to use it more frequently? (N=354)

30. Willingness-to-pay for safer food
Up to 95% willing to pay higher prices. The most accepted food price increases are 10-20%
and <10%. High-income people are more willing to pay extra for safer food.
3%
11%
45%
37%
4%
Total
50+% extra 20-50% extra
10-20% extra <10% extra
Not willing to pay extra
5% 4% 2%
8%
17%
21%
43%
52%
45%
40%
27% 27%
4% 5%
<14M 14-20M >20M
Willingness-to-pay by income
50+% extra for safer food 20-50% extra
10-20% extra <10% extra
Not willing to pay extra
Q. What is applicable to you? (N=442)

31. Willingness-to-pay for safer food by demographics
<10% extra 10-20% extra 20-50% extra 50+% extra for safer food Not willing to pay extra
Total 37% 45% 11% 3% 4%
Male 36% 42% 14% 3% 5%
Female 38% 46% 9% 3% 4%
18-24 36% 45% 9% 3% 6%
25-30 41% 42% 11% 5% 3%
31-39 32% 49% 13% 2% 5%
HCM 34% 48% 12% 2% 4%
HN 41% 41% 9% 5% 5%
<14M 40% 43% 8% 4% 5%
14-20M 27% 52% 17% 0% 4%
>20M 27% 45% 21% 5% 2%
No children 44% 41% 6% 3% 6%
With children 27% 50% 17% 4% 2%
Half are willing to pay 10-20% extra. Those who have children or high incomes are willing
to pay 20-50% more for safer food.
Q. What is applicable to you? (N=442)

32. AUDIENCE PROFILE

33. Male, 35%
Female, 65%
Gender
18-24, 30%
25-30, 45%
31-39, 25%
Age
HCM, 50%HN, 50%
City
Household income
76%
12%
13%
<14M
14-20M
>20M
Respondents profile (N=443)
No children,
58%
With
children,
42%
Children status

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0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

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QUALITY CHECK SURVEY SPECIFICATION
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IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
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THE RESULTS
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in the industry
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