Bo co cp nht tnh hnh th trng FMCG Vit Nam

12 tun kt thc vo 26/01/2014 (12 w/e P1/14)

Thnh th 4 thnh ph chnh & Nng thn Vit Nam

n phm trc Bt u
1
Kantar Worldpanel

CC CH S CHNH
Kinh t c du hiu
phc hi nh v mt
tng trng vi mc
lm pht thp

NGNH HNG
TIU BIU
Ma Tt Ma Bnh
Ko

im tin
chnh

XU HNG FMCG
Th trng FMCG
tng bt tr li vo
dp cao im mua
sm Tt

KNH MUA SM
Cc knh mua sm chnh
ly li tc tng trng
vo dp Tt, c bit l
Tim tp ha nng
thn

TIU IM
FMCG 2013
qua cc con s

2
Kantar Worldpanel

CC CH S CHNH

XU HNG FMCG

MT HNG TIU BIU

KNH MUA SM

Tng trng FMCG

+13%

+5.4%
2013 vs. YA

+5.3%

THNH
TH

2012 vs. YA

GDP

+22%

+5.5%
01/2014 vs. YA

+7.1%

NNG
THN

01/2013 vs. YA

CPI

Ngun: Tng cc thng k

Kantar Worldpanel Households Panel Thnh th 4 TP chnh & Nng thn VN - FMCG khng bao gm qu tng

TIU IM

iu kin v m ci thin
Kt thc nm 2013, kinh t
Vit Nam tng trng mc
5,42%, mt s phc hi nh
so vi nm 2012.
CPI h nhit
Sau khi ghi du mc thp k
lc trong 10 nm tr li y,
ch s gi tiu dng CPI li
tip tc h nhit trong thng
1, mt phn do nhu cu tiu
dng cn thp trong iu
kin kinh t kh khn.
FMCG tng bt
Th trng FMCG t mc
tng trng cao so vi cng
k nm trc, nh trng vo
dp Tt m lch.

12 w/e P1/14 vs. YA

3
Kantar Worldpanel

CC CH S CHNH

XU HNG FMCG

MT HNG TIU BIU

KNH MUA SM

TIU IM

BC TRANH TNG TRNG TH TRNG FMCG (%)

Thnh th

Nng thn

% tng trng

Gi trung bnh *

Gi tr

12 w/e P1'14

Q4'13

Q3'13

Q2'13

Q1'13

Q4'12

Q3'12

Q2'12

Q1'12

-10

Tiu dng FMCG tng bt

tr li nh dp cao im
mua sm Tt .

Q4'11

-10

12 w/e P1'14

0
Q4'13

0
Q3'13

10

Q2'13

10

Q1'13

20

Q4'12

20

Q3'12

30

Q2'12

30

Q1'12

40

Q4'11

40

Xu hng ny th hin r
hn th trng nng
thn, vn c du hiu
phc hi t cui nm 2013,
cng vi dp cao im mua
sm ma Tt y mc
tng trng khu vc ny
ln 22% v mt gi tr.

Khi lng

*: tnh % thay i gi trung bnh, chng ti tnh mc ng gp ca gi trong thay i gi tr ca mi ngnh hng, cng tt c cc s ny li v xem n trong tng quan
vi ng gp ca mi ngnh hng trong tng gi tr th trng cng k nm trc.
**: tnh % thay i khi lng th trng FMCG, chng ti tnh mc ng gp ca khi lng trong thay i gi tr ca mi ngnh hng, cng tt c cc s ny li trong
tng quan vi ng gp ca mi ngnh hng trong tng gi tr th trng cng k nm trc.
Ngun: Kantar Worldpanel Household panel Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng

4
Kantar Worldpanel

CC CH S CHNH

THNH TH 4 TP

XU HNG FMCG

TNG TRNG GI TR (%)

Tng FMCG
Sa & SP t sa

KNH MUA SM

9
4

9
13

SP chm sc c nhn

12

Th trng FMCG quay li

vi bc tranh tiu dng in
hnh dp Tt, vi ngi v dn
u tng trng thuc v
lnh vc Thc ung c
thnh th v nng thn.

17

24

Thc phm ng gi

12
7

NNG THN
Tng FMCG
Sa & SP sa

19

22
14

10

Thc ung
Thc phm ng gi

43

35

15

14

SP chm sc c nhn
SP chm sc gia nh

TIU IM

TNG TRNG KHI LNG* (%)

13

Thc ung

SP chm sc gia nh

MT HNG TIU BIU

33

Sau thi gian di dm chn

ti ch, Ngnh hng Thc
phm ng gi tng bt
tr li mc 2 con s, mt
phn do nhu cu tiu dng
tng cao dp Tt

30

19

18

*: tnh % thay i khi lng th trng FMCG, chng ti tnh mc ng gp ca khi lng trong thay i gi tr ca mi
ngnh hng, cng tt c cc s ny li trong tng quan vi ng gp ca mi ngnh hng trong tng gi tr th trng cng k
nm trc.
Ngun: Kantar Worldpanel Household panel - Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng

12 w/e P1/14 so vi
cng k nm trc

5
Kantar Worldpanel

CC CH S CHNH

XU HNG FMCG

MT HNG TIU BIU

THNH TH

T l h mua
Thu ht thm 168.000 h

Khi lng tiu dng mi h

Lng mua trung bnh gia tng 32%

TIU IM

NNG THN

% THAY I
KHI LNG

% THAY I
KHI LNG

+75%

KNH MUA SM

KO

+116%

BNH

+6.3pt

+15pt

+32%

+43%

T l h mua

Ma bnh ko
Ko thnh th v Bnh
nng thn l hai ngnh
hng tng trng nng nht
nh nhu cu cao vo dp
Tt.

Thu ht thm 2.549.000 h

Khi lng tiu dng mi h

Lng mua trung bnh gia tng 43%

Ngun: Kantar Worldpanel Household panel - Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng

6
Kantar Worldpanel

CC CH S CHNH

XU HNG FMCG

KNH MUA SM

MT HNG TIU BIU

TIU DIM

Thnh th
Th phn theo gi tr (%)

6 23
4 22

422

Tim tp ha

Ch

19

19

19

Knh hin i

60
62

12

12 w/e P112
Tim tp ha Ch

62

12

11

> Siu th/i siu th

12 w/e P113
Knh hin i

> Siu th mini/CH tin li

12 w/e P114
Ca hng
chuyn doanh

Bn hng
trc tip

12 w/e P113
vs. YA

Khc

12 w/e P114
vs. YA

nng thn, Tim tp ha

thm ch cn c bc nhy
t ph t tnh trng suy
gim cng k nm trc
chuyn sang tng trng
nhanh mc 2 con s.

Nng thn
34
25

25

Tim tp ha

21

22

25
69

12 w/e P112

Ch
71

73

12 w/e P113

12 w/e P114

Knh hin i
Tng trng -0.5%
5% Tng trng 15%

Ngoi tr Ch, cc knh

mua sm chnh thnh th
u tng bt tr li vi mc
tng trng 2 con s.

-0.5% < Tng trng < 5%

Tng trng >15%

Ngun: Kantar Worldpanel Household panel - Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng

7
Kantar Worldpanel

CC CH S CHNH

XU HNG FMCG

MT HNG TIU BIU

KNH MUA SM

TIU IM

THNH TH NNG THN

FMCG 2013

THU HT THM NHIU NGI MUA NHT

QUA CC CON S

Ngnh hng Nc ra tay thu ht

+162,000

thm
h gia
nh thnh th trong nm 2013,
~ +5.7% h mua

Ngnh hng Bn chi rng thu ht

+1,635,000

thm
h gia nh nng thn trong nm
2013, ~ +8.7% h mua

C MUA THNG XUYN NHT

Ministore

70%
cc ngnh hng FMCG c

t l h mua <50%,
cho thy cn rt nhiu c
hi thu ht thm ngi
mua mi

23%
gia nh thnh th mua sm
Siu th mini v Ca hng tin
li t nht mt ln trong nm

Mt gia nh thnh th i mua

Sa nc trung bnh

Mt gia nh nng thn i

mua M n lin trung bnh

23

24

ln trong nm

ln trong nm

C KHUYN MI NHIU NHT

25%

29%

khi lng Bt git tiu dng trong

nm c khuyn mi

khi lng Bt git tiu dng trong nm

c khuyn mi

Ngun: Kantar Worldpanel Household panel - Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng

8
Kantar Worldpanel

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Lin h
KWP_VN

Kantar Worldpanel Vietnam

Kantar Worldpanel Vit Nam | 58 V Vn Tn, Q.3, TP HCM, Vit Nam

tel: +84 8 39306631 | fax: +84 8 39306632
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