Healthcare Landscape in Vietnam

STUDY ABOUT HEALTHCARE LANDSCAPE
IN VIETNAM
October, 2017

1DI Marketing Co., Ltd.
SURVEY DESIGN
 This survey was conducted to study about Healthcare landscape in Vietnam
 Methodology: Online survey
 Fieldwork time: 5 days (31/07/2017 – 04/08/2017)
 Sample size: N = 900
 Geography: Nationwide

RESPONDENTS SELECTION
Respondents of this survey had to be qualified below criteria
 Age : Above 30
 Gender : Female and Male

KEY FINDINGS
1) How to be healthy:
• Drink enough water, eat nutritious food and sleep enough are top 3 methods to improve the health
• Eating nutritious food is perceived the most effective way to be healthier rather than doing exercise
2) Health check habit:
• 85% often have a periodic health examination
• 6 ~ 12 months is the average time for a periodic health examination
• $51 is the average cost for a periodic health examination
3) Doing exercise habit:
• 77% often do exercise to improve the health
• 32 minutes per day is the average time for doing exercise
• 34% usually do exercise in fitness/ gym center or sport club
• $28 is the average spending on fitness/ gym/ sport club per month
4) Eating habit:
• 66% usually cook at home for the main meals
• 70% perceived breakfast the most important meal of the day
• Don’t eat too salty, too sweet and greasy food are perceived good eating habit to be healthier
5) The usage of organic food:
• 79% are using organic food
• No pesticides, clear origin and certification of safety are top 3 reasons for choosing organic food
• 58% definitely use organic food in the future (4.46 points out of 5)
6) The usage of functional food:
• 71% are using functional food to improve their health
• Nutritional supplement is the most used type of functional food

N = 900
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
4%
6%
30%
60%
Over 45
41-45
36-40
30-35
44%
56%
Female
Male
26%
2%
3%
5%
27%
37%
Other
Hai Phong
Da Nang
Can Tho
Ha Noi
Ho Chi Minh
9%
2%
3%
5%
15%
19%
48%
Other
Job seeker / Retired
Housewife
Worker
Self-employed
Engineer / doctor / teacher
Office Worker

1) How to be healthy
2) Health check habit
3) Doing exercise habit
4) Eating habit
5) The usage of organic food
6) The usage of functional food
CONTENT

THERMOMETER, SCALE AND BLOOD PRESSURE MONITOR
ARE TOP 3 POPULAR HEALTHCARE EQUIPMENTS AT VIETNAMESE HOUSE
Which of the following healthcare equipment / appliances do you have?
(Comparison by Age Group)
N = 900 N = 541 N = 268 N = 91
5%
0%
7%
17%
18%
27%
34%
37%
41%
49%
59%
65%
0% 50% 100%
My house does not have any of above
Other
Breathing machine
Oral hygiene tools / machines
Personal steam inhaler (for nose/throat)
Ear cleaner tools
Blood glucose meter
A heart rate monitor
Massage machine
Blood Pressure Instruments / Apparatus
The scales
Thermometer
Total
5%
0%
10%
22%
18%
21%
25%
26%
30%
52%
53%
56%
0% 50% 100%
30-35
4%
0%
3%
9%
20%
46%
52%
64%
68%
38%
71%
82%
0% 50% 100%
36-40
10%
0%
3%
14%
12%
9%
31%
25%
24%
60%
62%
65%
0% 50% 100%
Over 40
36-40 group care more about health by owning more healthcare equipment than other age group

Which of the following healthcare equipment / appliances do you have?
(Comparison by Gender Group)
N = 900 N = 500 N = 400
5%
0%
7%
17%
18%
27%
34%
37%
41%
49%
59%
65%
0% 50% 100%
My house does not have any of above
Other
Breathing machine
Oral hygiene tools / machines
Personal steam inhaler (for nose/throat)
Ear cleaner tools
Blood glucose meter
A heart rate monitor
Massage machine
Blood Pressure Instruments / Apparatus
The scales
Thermometer
Total
5%
0%
9%
20%
19%
16%
25%
32%
30%
53%
45%
54%
0% 50% 100%
Male
4%
1%
5%
14%
16%
42%
45%
44%
54%
44%
77%
78%
0% 50% 100%
Female
Female care more about health by owning more healthcare equipment than male
THERMOMETER, SCALE AND BLOOD PRESSURE MONITOR
ARE TOP 3 POPULAR HEALTHCARE EQUIPMENTS AT VIETNAMESE HOUSE

DRINK ENOUGH WATER, EAT NUTRITIOUS FOOD AND SLEEP ENOUGH
ARE TOP 3 METHODS TO IMPROVE THE HEALTH
Are you using the following methods to improve your health?
N = 900 N = 541 N = 268 N = 91
1%
1%
46%
56%
58%
63%
65%
69%
75%
75%
0% 50% 100%
I do not apply any of above
Other
Use food supplements / functional
foods to improve health
Sports
Do not drink any alcoholic beverages/
beers
No smoking
Do exercise regularly
Sleep early / Get enough sleep
Eat nutritious foods
Drink enough water
Total
1%
1%
36%
47%
52%
57%
55%
65%
69%
69%
0% 50% 100%
30-35
1%
1%
66%
74%
74%
79%
82%
79%
86%
85%
0% 50% 100%
36-40
1%
0%
40%
54%
41%
56%
74%
62%
73%
79%
0% 50% 100%
Over 40
Over 35 group care more about doing exercise to improve the health than below 35 group

Are you using the following methods to improve your health?
N = 900 N = 500 N = 400
1%
1%
46%
56%
58%
63%
65%
69%
75%
75%
0% 50% 100%
Other
Sports
beers
No smoking
Drink enough water
Total
2%
1%
35%
54%
45%
55%
57%
60%
64%
66%
0% 50% 100%
Male
1%
1%
59%
58%
74%
74%
75%
81%
87%
87%
0% 50% 100%
Female
Female care more about doing exercise, no smoking and non-alcoholic beverages to improve the health than Male
DRINK ENOUGH WATER, EAT NUTRITIOUS FOOD AND SLEEP ENOUGH
ARE TOP 3 METHODS TO IMPROVE THE HEALTH

SURPRISINGLY, EATING NUTRITIOUS FOOD IS PERCEIVED THE MOST
EFFECTIVE WAY TO IMPROVE THE HEALTH OF VIETNAMESE PEOPLE
Which is the most effective method to improve your health?
N = 900 N = 541 N = 268 N = 91
1%
3%
3%
5%
5%
6%
8%
19%
50%
0% 50% 100%
beers
No smoking
Drink enough water
Sports
Total
1%
4%
4%
5%
6%
9%
10%
21%
41%
0% 50% 100%
30-35
1%
1%
2%
3%
3%
2%
4%
10%
73%
0% 50% 100%
36-40
1%
4%
3%
7%
5%
4%
8%
33%
34%
0% 50% 100%
Over 40
Over 40 group care more about doing exercise regularly to improve the health than other younger groups

Which is the most effective method to improve your health?
N = 900 N = 500 N = 400
1%
3%
3%
5%
5%
6%
8%
19%
50%
0% 50% 100%
beers
No smoking
Drink enough water
Sports
Use food supplements / functional foods
to improve health
Total
2%
4%
5%
5%
9%
7%
10%
19%
39%
0% 50% 100%
Male
1%
1%
1%
4%
1%
5%
4%
20%
64%
0% 50% 100%
Female
SURPRISINGLY, EATING NUTRITIOUS FOOD IS PERCEIVED THE MOST
EFFECTIVE WAY TO IMPROVE THE HEALTH OF VIETNAMESE PEOPLE

4) Eating habit
CONTENT

85% OFTEN HAVE A PERIODIC HEALTH EXAMINATION
Do you often go for a periodic health examination?
(Comparison by Age Group & Gender Group)
15% 17%
8%
20%
85% 83%
92%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Yes No
15% 15% 15%
85% 85% 86%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Yes No
N = 900 N = 541 N = 268 N = 91 N = 900 N = 500 N = 400
36-40 group have a periodic examination more often than other age groups

3% 5%
38%
49%
24%
50%
37%
65%
8% 7% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Every 3 months
Every 6 months
Every 12 months
Every 18 months
Every 24 months
Not fixed / only
whenever i feel not
good
3% 4% 2% 1%
38%
44%
29%
27%
50%
43%
60%
53%
8% 7% 7%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Every 3 months
Every 6 months
Every 12 months
Every 18 months
Every 24 months
Not fixed / only
whenever i feel
not good
How often do you go for a periodic health examination?
N = 768* N = 449 N = 246 N = 73 N = 768* N = 426 N = 342
*Who chose “Yes” in Q: “Do you often go for a periodic health examination?”
6 ~ 12 MONTHS IS THE AVERAGE TIME FOR A PERIODIC HEALTH EXAMINATION
Over 40 group have a periodic health examination every 3 months more than other younger groups

2% 3% 3%
8%
11%
2%
10%
10%
14%
5%
8%
16%
20%
10%
14%
22%
27%
11%
29%
42%
26%
72%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
City Level
Hospital
General hospital
District Level
Hospital
Central hospital
Private clinic
Other 2% 2% 2%
8% 10%
6%
10%
12%
9%
16%
17%
15%
22%
26%
17%
42%
33%
52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
City Level Hospital
General hospital
District Level
Hospital
Central hospital
Private clinic
Other
CITY LEVEL HOSPITAL IS THE PRIORITY FOR A PERIODIC HEALTH
EXAMINATION
Where do you usually go for a periodic health examination?
36-40 group prioritized city level hospital for a periodic health examination more than other age groups
N = 768* N = 449 N = 246 N = 73 N = 768* N = 426 N = 342

22%
8%
51%
11%
10%
12%
5%
16%
18%
23%
8%
18%
32%
38%
26%
12%
16% 17%
9%
36%
2% 2%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Under $5
$5 - $24
$25 - $45
$46 - $69
$70 - $90
Over $90
22%
7%
42%
10%
11%
8%
18%
21%
14%
32%
42%
18%
16% 16% 16%
2% 3% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Under $5
$5 - $24
$25 - $45
$46 - $69
$70 - $90
Over $90
$51 IS THE AVERAGE COST FOR A PERIODIC HEALTH EXAMINATION
What is the average cost for your periodic health examination?
Weighted
Average
Cost
Weighted
Average
Cost
$51.38 $45.36 $64.99 $42.53 $51.38 $43.75 $60.88
36-40 and female groups spend on periodic health examination more than other groups
N = 768* N = 449 N = 246 N = 73 N = 768* N = 426 N = 342

CANCER, BLOOD PRESSURE DISEASE AND HEART DISEASE ARE
TOP 3 HEALTH PROBLEMS BELIEVED TO BE INCREASED IN THE FUTURE
According to you, in the future what health / disease problems will increase?
N = 900 N = 541 N = 268 N = 91
4%
1%
13%
14%
16%
20%
22%
23%
25%
27%
33%
36%
42%
46%
60%
0% 50% 100%
I don’t know / no comments
Other
Kidney disease
Physiological / reproductive diseases
Diseases of the ear and throat
Diseases related to the lungs
Diseases related to the liver
Skin issue
Digestive diseases
Eye issue
Osteoarthritis
Diabetes
Heart issue
Blood pressure issue
Cancer
Total
4%
1%
15%
17%
19%
23%
25%
15%
24%
19%
23%
42%
37%
34%
50%
0% 50% 100%
30-35
3%
1%
7%
6%
8%
12%
11%
44%
24%
46%
56%
21%
56%
69%
79%
0% 50% 100%
36-40
4%
3%
21%
15%
24%
20%
34%
11%
29%
15%
26%
49%
33%
43%
63%
0% 50% 100%
Over 40
36-40 group suppose osteoarthritis, eye disease, skin disease to be increased in the future more than other age groups

According to you, in the future what health / disease problems will increase?
N = 900 N = 500 N = 400
4%
1%
13%
14%
16%
20%
22%
23%
25%
27%
33%
36%
42%
46%
60%
0% 50% 100%
I don’t know / no comments
Other
Kidney disease
Physiological / reproductive diseases
Diseases of the ear and throat
Diseases related to the lungs
Diseases related to the liver
Skin issue
Digestive diseases
Eye issue
Osteoarthritis
Diabetes
Heart issue
Blood pressure issue
Cancer
Total
4%
1%
14%
13%
19%
21%
24%
14%
27%
15%
21%
39%
34%
39%
49%
0% 50% 100%
Male
3%
1%
13%
15%
13%
18%
19%
35%
21%
42%
48%
33%
53%
54%
73%
0% 50% 100%
Female
CANCER, BLOOD PRESSURE DISEASE AND HEART DISEASE ARE
TOP 3 HEALTH PROBLEMS BELIEVED TO BE INCREASED IN THE FUTURE
Female suppose osteoarthritis, eye disease, skin disease to be increased in the future more than male

4) Eating habit
CONTENT

1% 1% 2%
5% 3%
7%
17% 18%
16%
53%
46%
62%
24%
32%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Very often
Often
Sometimes
Rarely
Never
1% 1%
5%5% 5% 5%
2%
17%
20%
12%
14%
53% 43%
73%
54%
24%
30%
10%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Very often
Often
Sometimes
Rarely
Never
77% OFTEN DO EXERCISE TO IMPROVE THE HEALTH
Do you often do exercise to improve your health?
N = 900 N = 541 N = 268 N = 91 N = 900 N = 500 N = 400

22% 24%
18%
2%
4%
1%
76%
72%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
at Morning
at Noon
at Night22%
27%
11%
21%
2%
3%
2%
1%
76%
70%
87%
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
at Morning
at Noon
at Night
76% OFTEN DO EXERCISE IN THE MORNING
If yes, which time do you often do exercise?
N = 844* N = 505 N = 255 N = 84 N = 844* N = 480 N = 364
* Who chose “Very often”, “Often”, “Sometimes” in Q: “Do you often do
exercise to improve your health?”

4% 5% 2%
11%
40%
34%
54%
31%
39%
42%
33%
39%
11%
12%
8%
15%
5% 7%
2% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
5 - 10 minutes
10 - 15 minutes
15 - 30 minutes
30 - 60 minutes
60 - 90 minutes
Over 90 minutes
4% 6%
2%
40%
31%
50%
39%
46%
30%
11% 11% 12%
5% 4% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
5 - 10 minutes
10 - 15 minutes
15 - 30 minutes
30 - 60 minutes
60 - 90 minutes
Over 90 minutes
32 MINUTES PER DAY IS THE AVERAGE TIME FOR DOING EXERCISE
How much time do you spend on exercise?
N = 844* N = 505 N = 255 N = 84 N = 844* N = 480 N = 364
Weighted
Average
Time
Weighted
Average
Time
32 min 31 min 35 min 33 min 32 min 32 min 33 min

1% 2% 1% 1%
16% 17% 16%
7%
18%
24%
9%
8%
22%
24%
10%
48%
42%
33%
64%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
At home
At Park
Fitness / gym
centers
Sports club in the
district
Other
1% 2% 1%
16%
24%
5%
18%
22%
12%
22%
24%
20%
42%
28%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
At home
At Park
Fitness / gym
centers
Sports club in
the district
Other
34% USUALLY DO EXERCISE IN FITNESS/ GYM CENTER OR SPORT CLUB
Where do you usually do exercise?
N = 844* N = 505 N = 255 N = 84 N = 844* N = 480 N = 364
30-35 prefer doing exercise in fitness/ gym center, 36-40 prefer at home and over 40 prefer at park
Male prefer fitness and gym center while female prefer doing exercise at home

$28 IS THE AVERAGE SPENDING ON FITNESS/ GYM/ SPORT CLUB PER MONTH
How much do you spend on exercise every month?
N = 287* N = 210 N = 64 N = 13** N = 287* N = 223 N = 64
* Who chose “Sport club in the district” and “Fitness/ gym centers” in Q: “Where do you usually do exercise?”
** Small sample
Weighted
Average
Cost
Weighted
Average
Cost
$27.64 $27.93 $27.66 $22.90 $27.64 $27.21 $29.15
4% 4% 5% 8%
3% 3% 2%
8%8% 9% 8%
14%
18%
5%
8%
31% 23%
58%
15%
29% 35%
11%
23%
10% 8%
11%
31%
1% 2%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Under $5
$5 - $13
$14 - $23
$24 - 33$
$34 - $43
$44 - $50
$51 - $60
Over $60
4% 2%
11%3% 4%
2%8%
7%
13%
14% 16%
8%
31% 33% 23%
29% 28%
33%
10% 9% 11%
1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Under $5
$5 - $13
$14 - $23
$24 - 33$
$34 - $43
$44 - $50
$51 - $60
Over $60

2% 3% 2%
3% 2% 4%
3% 3%
4%
9% 13%
3%
20%
6%
37%
25%
31%
16%
38%
42%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
I practice
alone
Friends
Brothers /
sisters
Colleague
Lover
Parents
Other
2% 3% 2%
3% 4% 2%
2%
3% 4%
3%
1%
9%
13%
2%
4%
20% 7%
48%
10%
25%
31%
10%
32%
38% 39%
33%
51%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
I practice
alone
Friends
Brothers /
sisters
Colleague
Lover
Parents
Other
38% OFTEN DO EXERCISE ALONE
Who do you exercise with?
N = 844* N = 505 N = 255 N = 84 N = 844* N = 480 N = 364
36-40 and female groups do exercise with their brothers/ sisters more often than other groups
While 30-35 and male groups do exercise with their colleague more than other groups

4) Eating habit
CONTENT

34%
26%
59%
5%
66%
74%
41%
95%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Cooking at
home
Eating out
34% 35% 33%
66% 65% 67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Cooking at
home
Eating out
66% USUALLY COOK AT HOME FOR THE MAIN MEALS
For main meals, do you usually cooking at home or eating out?
N = 900 N = 541 N = 268 N = 91 N = 900 N = 500 N = 400
36-40 group eat out for the main meal more often than other age groups

5% 5% 3% 4%
25%
16%
48%
11%
70%
78%
49%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Breakfast
Lunch
Dinner
5% 5% 4%
25%
18%
35%
70%
77%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Breakfast
Lunch
Dinner
70% PERCEIVED BREAKFAST THE MOST IMPORTANT MEAL OF THE DAY
For you, which meal is the most important of the day?
N = 900 N = 541 N = 268 N = 91 N = 900 N = 500 N = 400
36-40 group and female perceived lunch the most important meal of the day more than other groups

DON’T EAT TOO SALTY, TOO SWEET AND GREASY FOOD ARE PERCEIVED
THE GOOD EATING HABITS TO HAVE A GOOD HEALTH
According to you, in order to have a good health, how you should eat?
N = 900 N = 541 N = 268 N = 91
1%
2%
24%
29%
39%
51%
51%
52%
56%
58%
61%
67%
68%
69%
69%
70%
0% 50% 100%
I have no requirement of eating
Others
Do not eat dark colored foods
Do not eat too much fish
Do not eat too sour
Do not eat too much meat
Do not eat too much starch
Do not eat food left over / overnight
Do not eat street food / unknown sourced
Do not eat too spicy
Do not drink much alcoholic beverage
Eat more vegetables, fruits
Do not drink much soft drinks
Do not eat fried / greasy foods
Do not eat too much sweet things
Do not eat too salty
Total
1%
3%
27%
16%
43%
44%
42%
55%
63%
51%
67%
57%
65%
61%
63%
63%
0% 50% 100%
30-35
0%
1%
14%
60%
29%
62%
71%
40%
38%
76%
45%
82%
70%
83%
81%
84%
0% 50% 100%
36-40
1%
4%
31%
16%
49%
56%
51%
68%
69%
52%
75%
78%
79%
74%
73%
67%
0% 50% 100%
Over 40
With the habit of eating out more than other age groups, 36-40 groups less care about eating street food/ unknown source more than
others. Besides, this group perceived that eating too much fish is not good to health

According to you, in order to have a good health, how you should eat?
N = 900 N = 500 N = 400
1%
2%
24%
29%
39%
51%
51%
52%
56%
58%
61%
67%
68%
69%
69%
70%
0% 50% 100%
I have no requirement of eating
Others
Do not eat dark colored foods
Do not eat too much fish
Do not eat too sour
Do not eat too much meat
Do not eat too much starch
Do not eat food left over / overnight
Do not eat street food / unknown sourced
Do not eat too spicy
Do not drink much alcoholic beverage
Eat more vegetables, fruits
Do not drink much soft drinks
Do not eat fried / greasy foods
Do not eat too much sweet things
Do not eat too salty
Total
2%
3%
25%
22%
42%
39%
40%
55%
59%
46%
64%
55%
56%
60%
58%
61%
0% 50% 100%
Male
0%
2%
23%
39%
36%
66%
66%
48%
53%
74%
58%
81%
84%
80%
83%
81%
0% 50% 100%
Female
Female drink less soft drink and eat more vegetable/ fruit to have a good health than male
And surprisingly, male perceived not drinking too much alcohol beverage to have a good health more than female
DON’T EAT TOO SALTY, TOO SWEET AND GREASY FOOD ARE PERCEIVED
THE GOOD EATING HABITS TO HAVE A GOOD HEALTH

4) Eating habit
CONTENT

2% 2% 1% 4%2% 2% 3%
2%
24% 26%
15%
45%
51%
44%
72%
26%
21%
27%
9%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Very often
Often
Sometimes
Rarely
Never heard
about it
2% 2% 2%
2% 2% 2%
24% 26%
22%
51%
42%
61%
21%
27%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Very often
Often
Sometimes
Rarely
Never heard
about it
96% ARE AWARE OF ORGANIC FOODS
Have you ever heard about organic foods?
N = 900 N = 541 N = 268 N = 91 N = 900 N = 500 N = 400

2%
3%
33%
36%
49%
66%
74%
0% 50% 100%
I never hear about it
Other
Newspapers, print magazines
TV, radio
Your Relatives, friends, etc.
E-Newspapers, E-magazines
Social media (Facebook, G +,
etc.)
Total
2%
5%
36%
45%
38%
61%
71%
0% 50% 100%
30-35
1%
2%
28%
16%
72%
79%
83%
0% 50% 100%
36-40
4%
1%
31%
45%
45%
60%
67%
0% 50% 100%
Over 40
Where did you hear about organic food?
N = 900 N = 541 N = 268 N = 91
74% ARE AWARE OF ORGANIC FOOD THROUGH SOCIAL MEDIA
36-40 group are aware of organic food through word of mouth more than other age groups

2%
3%
33%
36%
49%
66%
74%
0% 50% 100%
I never hear about it
Other
Newspapers, print magazines
TV, radio
Your Relatives, friends, etc.
E-Newspapers, E-magazines
Social media (Facebook, G +, etc.)
Total
2%
3%
41%
40%
39%
61%
68%
0% 50% 100%
Male
2%
4%
23%
31%
61%
73%
82%
0% 50% 100%
Female
Where did you hear about organic food?
N = 900 N = 500 N = 400
Female are aware of organic food through word of mouth more than male
74% ARE AWARE OF ORGANIC FOOD THROUGH SOCIAL MEDIA

2%
1%
9%
29%
62%
62%
73%
0% 50% 100%
I have never seen about
organic food
Other
Traditional Market
Convenience store
The specialty stores sell
organic food
Online (on social networks,
ecommerce sites, etc.)
Supermarkets (Coopmart, Big
C, etc.)
Total
2%
1%
11%
36%
60%
58%
68%
0% 50% 100%
30-35
1%
1%
4%
14%
68%
75%
85%
0% 50% 100%
36-40
4%
2%
7%
31%
55%
47%
73%
0% 50% 100%
Over 40
SUPERMARKET, E-COMMERCE AND ORGANIC SPECIALTY STORES
ARE TOP 3 CHANNELS SEEN ORGANIC FOODS
Where have you seen organic food?
N = 900 N = 541 N = 268 N = 91

2%
1%
9%
29%
62%
62%
73%
0% 50% 100%
I have never seen about organic food
Other
Traditional Market
Convenience store
The specialty stores sell organic food
Online (on social networks,
ecommerce sites, etc.)
Supermarkets (Coopmart, Big C, etc.)
Total
2%
1%
11%
35%
51%
59%
71%
0% 50% 100%
Male
2%
1%
5%
21%
76%
67%
77%
0% 50% 100%
Female
Where have you seen organic food?
N = 900 N = 500 N = 400
SUPERMARKET, E-COMMERCE AND ORGANIC SPECIALTY STORES
ARE TOP 3 CHANNELS SEEN ORGANIC FOODS

21% 24%
13%
32%
79% 76%
87%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Yes No
21% 23%
19%
79% 77%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Yes No
79% ARE USING ORGANIC FOOD
Are you using organic food?
N = 900 N = 541 N = 268 N = 91 N = 900 N = 500 N = 400
36-40 group are using organic food more than other age groups

2%
16%
23%
33%
39%
42%
42%
45%
52%
55%
67%
70%
71%
0% 50% 100%
Other
Because of good reviews from other users
More delicious
Recommended by a doctor / specialist
Contribute to protect the environment
Nutritional content is higher than others
Recommended by friends / relatives
Fear of cancer
No harmful chemicals / food coloring
Hygiene during production
Products are certified for clean / safe
Clear origin
Not contain pesticides, plant protection
Total
1%
17%
28%
33%
43%
47%
32%
28%
57%
62%
63%
60%
62%
0% 50% 100%
30-35
1%
18%
12%
31%
28%
31%
60%
74%
37%
37%
73%
86%
85%
0% 50% 100%
36-40
5%
3%
29%
45%
50%
44%
45%
44%
77%
71%
71%
73%
74%
0% 50% 100%
Over 40
NO PESTICIDES, CLEAR ORIGIN AND CERTIFICATION OF SAFETY
ARE TOP 3 REASONS FOR CHOOSING ORGANIC FOOD
Why did you choose organic food ?
N = 707* N = 412 N = 233 N = 62
36-40 group use organic food due to the fear of cancer from unsafe food more than other age groups
* Who chose “Yes” in Q: “Are you using organic food?”

2%
16%
23%
33%
39%
42%
42%
45%
52%
55%
67%
70%
71%
0% 50% 100%
Other
Because of good reviews from other users
More delicious
Recommended by a doctor / specialist
Contribute to protect the environment
Nutritional content is higher than others
Recommended by friends / relatives
Fear of cancer
No harmful chemicals / food coloring
Hygiene during production
Products are certified for clean / safe
Clear origin
Not contain pesticides, plant protection
Total
2%
24%
21%
38%
42%
50%
28%
33%
55%
61%
51%
57%
58%
0% 50% 100%
Male
2%
7%
24%
28%
35%
32%
59%
59%
50%
47%
85%
85%
86%
0% 50% 100%
Female
Why did you choose organic food ?
N = 707* N = 384 N = 323
Female use organic food due to the fear of cancer from unsafe food more than male
NO PESTICIDES, CLEAR ORIGIN AND CERTIFICATION OF SAFETY
ARE TOP 3 REASONS FOR CHOOSING ORGANIC FOOD
* Who chose “Yes” in Q: “Are you using organic food?”

9% 10%
6% 10%
32%
36%
18%
45%
58%
52%
76%
45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Definitely use
Use
May or May
not
Will not use
Definitely will
not use 9% 10%
7%
32%
37%
24%
58%
50%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Definitely use
Use
May or May
not
Will not use
Definitely will
not use
58% DEFINITELY USE ORGANIC FOOD IN THE FUTURE (4.46 POINTS OUT OF 5)
What is your intention to use organic food in the future?
N = 900 N = 541 N = 268 N = 91 N = 900 N = 500 N = 400
Weighted
Average
Score
Weighted
Average
Score
4.46 4.37 4.68 4.35 4.46 4.36 4.59
36-40 and female groups are more willing to use organic food in the future than other groups

4) Eating habit
CONTENT

29%
33%
17%
40%
71%
67%
83%
60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 30-35 36-40 Over 40
Yes No
29% 29% 29%
71% 71% 72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Yes No
71% ARE USING FUNCTIONAL FOOD TO IMPROVE THEIR HEALTH
Do you use a functional foods to improve your health?
N = 900 N = 541 N = 268 N = 91 N = 900 N = 500 N = 400
36-40 group are using functional food to improve the health more than other age groups

1%
20%
31%
48%
0% 50% 100%
Other
Supplement for disease
treatment
Supplement for prevent
disease
Nutritional supplement
Total
1%
28%
15%
55%
0% 50% 100%
30-35
0%
5%
59%
35%
0% 50% 100%
36-40
2%
22%
20%
56%
0% 50% 100%
Over 40
NUTRITIONAL SUPPLEMENT IS THE MOST USED TYPE OF FUNCTIONAL FOOD
What kind of functional foods were you using?
N = 639* N = 362 N = 222 N = 55
36-40 group use supplement for preventing disease more than other age groups
*Who chose “Yes” in Q: “Do you use a functional foods to improve your health?”

What kind of functional foods were you using?
N = 639* N = 353 N = 286
1%
20%
31%
48%
0% 50% 100%
Other
Supplement for disease treatment
Supplement for prevent disease
Nutritional supplement
Total
1%
29%
16%
54%
0% 50% 100%
Male
1%
9%
49%
41%
0% 50% 100%
Female
NUTRITIONAL SUPPLEMENT IS THE MOST USED TYPE OF FUNCTIONAL FOOD
Female use supplement for preventing disease more than male
*Who chose “Yes” in Q: “Do you use a functional foods to improve your health?”

FEEL FREE TO DROP US ANY QUESTION
• Japan
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok
10110, Thailand
o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: sariya.a@di-mktg.com
o Contact number: +66 876 724 832
• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +62 21 3005 3541

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