BOCO

TNHHNH
BNLTI
VITNAM
2011Update
1

Copyright2011TheNielsenCompany.Confidentialandproprietary.

VitNamNgyNay
Nhngnhhngtrongbicnhmi

Tnhhnhthtrng
Thchthcnm2011

Lmpht
YucucaovChtlngiiviGithnh

Chiphttrin
Tmquantrngca3yutphttrinI

ut(Investment)
Bna(Identity)
Sngto(Innovation)
2

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Tnhhnhthtrng
Thchthctrongnm2011

TngtrngkinhtcaVitNamchmlidonhngthchthcvkinh
tvimvvmtcuinm2010tinhngthngunm2011.

CcngnhhngFMCGcngcmctngtrngchmhnsovi
trcy

plclmphtnhhngtitrongnimtincangitiudng
cngnhkvngcaccdoanhnghip

Mcphnhangitiudngtng:Nhmngitiudngsdng
hngcaocpkhngthayitrongkhinhmsnphmloitrungbnh
hng

Copyright2011TheNielsenCompany.Confidentialandproprietary.

NnkinhtVitNamnnhnnhngththchtcuinm2010vd
bostiptcdinratrong2011

09

10

10%

10

17%

09

Thmht
thngmi

8%

10

Tngtrng
FDI

16%

09

3%

10

Thtnghip

3%

09

12%

7%

Lmpht

7%

10

Tngtrng
GDP

5%

09

29%

21%

Tngtrng
Bnl

09

10

ctnhtngtrng2011
22.6%

6.1%

15%

10%

<5%

12%
4

=indicateshealth=indicateschallenges

Source:2011EstimationbyVietnamgovernment
GDPGrowth,Inflation,CIEC:20082009VietnamGSO
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Nhngbinngcannkinhtgynhhngtinimtincangi
tiudng

Giinbnltng15%

Gixngdutng18%

Gigabnltng4%

Trungbnh
Chu

106

Source:NielsenConsumerConfidenceOnlineSurveyQ12011
PressArticles
Copyright2011TheNielsenCompany.Confidentialandproprietary.

ChsthuhtutcathtrngbnlVitNamngycngtrtdc

XphngGRDI

2011GRI:Chsthuhtutcaccnc

2008:02
2009:06
2010:14
2011:23

(*)Davohsthuhtutcathtrng,bohavplcthigian
ca30qucgiahngu

Source:ATKearneyAnalysis
Copyright2011TheNielsenCompany.Confidentialandproprietary.

TngtrngFMCGtithtrngVitNamgimccaotuynhinphn
lndotcngcalmpht.
MctngtrungngnhFMCGtrongkhuvcQ1/2011

Source:NielsenRetailAudit
Copyright2011TheNielsenCompany.Confidentialandproprietary.

ivinhiungnhhng,scmuacphnchnglitrongQ111.
Mctnggitrnnqutiivingitiudng?
Top10categories6CitiesTT
ValueandVolumegrowthQ12011vs.YAG

Source:NielsenRetailAudit
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Lmpht
Gitrtngxngvitincangitiudng

Khiscmuabnhhng,Chmuanhngthcnthitlphng
chmcangitiudng

Ngitiudngngycngachunghngkhuynmi

Xuhngsdngsnphmcbaoblntiptcdinratrongcc
ngnhThcphm,Chmsc/VsinhnhcavChmscsckhe.

Nhnhngringckvngtrthnhxuhngmitrongnhng
nmti.

Copyright2011TheNielsenCompany.Confidentialandproprietary.

81%

ngitiudngctgimchitiu
choccsnphmkhngphil
snphmthityu

10
*)Nhngsnphmkhngthucnhmsnphmthityultytheonhgicapvin

Source:NielsenPersonalFinanceMonitorJune2011
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Scmuacah
gianhgim

phnno/ngksovi
trcy

96%nigitng
phnno/ngksovitrcy.

nhhng

SauTt2011,tnhhnhtnggitcngnhiutimctiuth,tuy
nhinngitiudngtiptcchitiuchoccsnphmcnthit

60%

Nhngsnphmtiudngcnhn
(giitr,nngoi)nhngkhngphi
ccsnphmchotremvgianh

11
*Q.2427Tet2011=Feb11

Source:GSO,NielsenOmnibusMarch2011
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Doanhnghipvngitiudnguchorngmuasmtrongdp
khuynmislxuhngtrongthigianti.
Quanimtngitiudng

Quanimtdoanhnghip
59

Gimslnimuasm

51

Muahngkhuynmi
Gimlnghngmiln
mua

44

Muahngkhuynmi
Khngmuasnphm
khngphilthityu
Muasnphmgirhn
Muabaoblntitkim

33

Tinhngcahngtpha
gnnhtitkimxng

MuahngVitNamnhiuhn
MuahngVitNamnhiu
hn
Chncccahngcgir
hnbtkxahaygn

26
9

Mua thnhocbaobnh
hncacngsnphm
Thayiaimmuasm
titkim

12
Q.3316

Source:NielsenOmnibusMarch2011NielsenBusinessBarometer1st H2011
Copyright2011TheNielsenCompany.Confidentialandproprietary.

NgitiudngVitNamcmcnhycmvikhuynminht
Chuvitl87%.Hnphnnangitiudnghimkhithayi
aimmuasmnhngtchcctmkimhngkhuynmi
McyuthchhngkhuynmitiVitNam
100%

5
13

75%

16

4
9
21

87%

Chmuasnphmkhuynmikhi
OnlybuypromotionswhenI
thchnhnhngttrc
alreadylikethebrand

Thngxuynmuaccnhnhng
Regularlybuydifferentbrands
khcnhautrongdpkhuynmi
becauseofpromotions

50%
55

56

Thnhthongthayinimua
Seldomchangestoresbutwhen
smnhngtchcctmkimhng
shopping,activelysearchfor
khuynmi
promotions

25%

11

10

2009

2010

0%
Base:

Snphmkhuynmirttkhi
khintithayinhnhng
Promotionrarelychangesmy
thngsdng
brandchoice

(2009n=1466)

Thayinimuasmtythuc
Changestoresbasedonbest
vochngtrnhkhuynmino
promotionsoffered
clinht

(2010n=1464)

13

Source:NielsenShopperTrend2010
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Thcphmvunglhaingnhhngcmctnggimnhnht
trong4thngunmnaysovicngknmngoi
ChstnggicaccngnhhngFMCGYTDApr11vsYTDApr10
+20%

+11to19%

+1to9%

Chstnggitnhbngmctnggicaccsnphmchim50%snlngcangnh
hngvcmttrong13thngtnhnthng4/2011

0%

14

Source:NielsenRetailAudit
Copyright2011TheNielsenCompany.Confidentialandproprietary.

ngthicnglnhngngnhhngmngitiudngchobith
cthsthayihnhvimuasm.

HH
Care

Personal
Care

Dairy Food Beverages

Product

Liuhnhvimuasmcthayidogitng?

15
*)Q.29Base:300(allrespondent)

Source:NielsenOmnibusMarch2011
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Nhnchung,ngitiudngckhuynhhngtrungthnhvinhn
hngyuthch,bngcchmuaslngthnhocdungtchlnhn
Snphm
ung Thcphm tsa

Chmsc
Chmsccth nhca

16
*)Q.29BSmallbasereadwithcautionsforInfantFormula&AdultMik

Source:NielsenOmnibusMarch2011
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Gitrtngxngvitin:snphmbaoblnlxuhngcho
trongngnhThcphm,Chmsc/Vsinhnhca,vChmsccth.
Ncmm

Btngt

Btgit

Dugi

(Ln>750ml)

(Ln>=900g)

(Ln>=3kg)

(Ln>500ml)

17
36citiesTT,dataendingMarl11

Source:NielsenRetailAudit
Copyright2011TheNielsenCompany.Confidentialandproprietary.

XuhngdnghngcaocptiptctngtrongngnhChmsccth
vChmscnhca
Kemdngm

Ncxvi

Lnkhmi

18
Pricingsegmentsbasedonaveragepriceindexvs.categoryaverage

Source:NielsenRetailAudit
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Nhnhngringngycngtrnnphbin,cbittrongccngnh
Thcphm,Giy,ChmscnhcavChmsccth
Ccngnhhngchnhcnhnhngring

PRICE
Gicanhnhngringthp
hn1530%soviccsp
ngoithtrng

Mcnhnbitnhnhngring

19
(*)P4W:trong4tunqua
Source:NielsenShopperTrend2010
Copyright2011TheNielsenCompany.Confidentialandproprietary.

NgitiudngVitNamsnsngsdngsnphmcanhnhng
ring

73%
Tinrngccnhn
hngringc
chtlngtng
ngvicc
nhnhngkhc

75%
Linhthng
hiucahng
vichtlng
canhnhng
ring

20

Source:NielsenGlobalOnlineSurveyQ32010,
NielsenShopperTrend2011,PressArticle
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Chitngtrng
3Iut(Investment),Bna(Identity),Sngto(Innovation)

ut Thtrngnngthnchim47%gitrFMCGvctrin
vngrtln.Knhphnphihininggp1/4tnggitrngnh
hngFMCGvgiatngmnhmhuhtccngnhhng.

BnaScmnhthnghiucaHngVitNamchtr
biccnhsnxuttrongncvshngngtngitiudng

SngtoThtrngngycngcnhtranhviccsnphmMiv
Ctnhsngto.Nhngsnphmpngcnhucungitiu
dngtheocchsngtohnsckhnngnibt.

21

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Chi:
ut
Thtrng
Nngthn

22

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Doanhnghipthntrnghnkhiarakvngvmctngtrng
nhngvnthynhiuchiphttrinthtrng

Mctngtrngkvngtrong12thngti

91%

Nhngyutchnhgpphnvotngtrngca
cngty
Tngnhucutiudngticc
ngnhangc
Mrngraccthnhphthcp/
nngthn
Mrngraknhphnphihini
Mrngngnhkinhdoanhkhc
Tngchiphmarketing
iukinkinhdoanhVitNamc
cithin
iukinkinhdoanhcangnhc
cithin

23

Source:NielsenBusinessBarometer1H2011
Copyright2011TheNielsenCompany.Confidentialandproprietary.

ThtrngNngthnchothynhiuchittphttrin
Thunhpbnhquntrnungi
hngnmUSD

Tngdns
158%

%doanhthuFMCG

177%

Doanhsccngnh
Kemnhrngv
Snphmgit

24

Source:NielsenRetailAudit,GSO
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Ngidnnngthntitkimphnlnthunhpcamnh

Baonhiuhgianhtitkim? Mctitkimmithng?

Vovicg?

NorthWest/NorthEast

MinBc:
462,000VND

Gitrongnh:87%

Muavng:7%

75%

Gititkim:6%

MinTrung
377,000VND

Muangoit:2%
Stintitkimtrung
bnhhngthng
Strungbnh
HCM
Hanoi

1,373,180VND

MinNam
571,000VND

Muabohim:2%

992,834VND

25

Source:NielsenRuralSyndicated2010
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Cnrtnhiuchigiatngtiuthivinhngngnhhngcmc
sdngcnthp
TngkhuvcnngthnLngsdngtrongnmqua
100

100100100100100 99
97 96
94
88 87 86
85

81
75 74

80

71 71 69
59 59

60

54
46 46 45 44
35

40

24
6
NGCCTREM

SACHOTREM

KHMI

CHMSCDAMT

VITAMINS(NGILN)

VSINHNHCA

NCTRICY

iNTHOI DING

CPH(OOHCAFE)

DUX

CPJ(DNGTI NH)

SATUOIUNGLiN

NCTNG

THUCL

HTNM

NCXVI

TRUNGLiN

BNHQUY+SNACKS

THUCTRCM

BIA

NCUNGCGAS

KHNGiY

DUN

MNLiN

BTNGT

NCMM

KEMNHRNG

DUGI

NCRACHN

BTGiT

THCUNGDINHDUONG

15 13
11

20

26
Base:Allrespondents(n=4200)

Source:NielsenRuralSyndicated2010
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Chi:
ut
Knhphnphi
hini

27

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Knhphnphihinigiatngvcslngcatimvtmquan
trngivithtrngFMCG.
Knhphnphihini(KhngtnhMetroCash&Carry)
Slngcahng

500

nggptrntngdoanhthuFMCG
50%

Cnc:752 826

Cnc:11% 13%

400

40%

300

30%

2009
2010

200

20%

100

10%

0%

Hanoi

HCMC

4thnhph 30thnh
ln
ph

Hanoi

HCMC

4thnhph
ln

30thnh
ph

28

Source:NielsenRetailCensus2009and2010
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Knhhininggplntrongccnhmsnphmtiuthhng
thngnhThcphm,Chmsc/VsinhnhcavChmsccth

29
TotalHoChiMinh+HanoiDataendingApr2011MTexcludeSaigonCoop

Source:NielsenRetailAudit
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Ccdoanhnghiptrongncchimlnhphnlnthtrng,cngvi
shindincanhiudoanhnghipncngoi
SLNGCATIMKNHHINICPNHTTHNG4,2011

50
16

15
22

14

13

15

13

2
21

101

5
Siuth

44

Cahngthcphm
Cahngtinli

30

Source:NielsenRetailCensus2010
Copyright2011TheNielsenCompany.Confidentialandproprietary.

SoviccncChutrongkhuvc,knhphnphihiniVit
Namvncnnhiutimnngphttrin
Ttrngthngmicaknhphnphihini

70%
64%

66%

63%

Hanoi

Vietnam

Indonesia

Bangkok

43%

JakartaGreater

46%

Thailand

KualaLumpur

Malaysia

Shanghai

China

53%

HCMC

88%

37%

16%
13%

31

Source:NielsenRetailCensus2010
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Chi:
Bna
Thnghiu
VitNam

32

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Ngitiudngngycngnggicaoccsnphmtrongnc,cho
thynhiuchitngtrngnhmsnphmny.

HCMC

62%

HaNoi
TicthsmuahngVit
Namnhiuhn

49%
83%

90%
28%

8%

2%

Tichcchnsmuahng
VitNamnhiuhn

34%

Tikhngchcsmuahng
VitNamnhiuhn

2%

TimuahngVitNam
nhiuhn

14%*
33

*Significantlyhigher

Source:VietnameseGoodsTrendNielsenStudy2011
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Cnhiuldongitiudngachungccsnphmtrongnc.
HCMC

Ngitiudnglinhhng
VitNamticccim

HaNoi

Gichpl

39%

32%

adng

35%

54%*

Phhp

35%

42%

ngtincy

25%

35%

Khuynmihpdn

25%

52%*

Baobhpdn

22%

38%*

Chtlngtt

20%

26%

Dchvbohnhtt

18%

52%*

Anton

17%

30%*

Thnghiucaocp

13%

26%*

34
*SignificantlyhigherBase:Allrespondents(n=300)Q.28a

Source:VietnameseGoodsTrendNielsenStudy2011
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Mttrongnhngtiuchnhnbitsnphmtrongncldngch
MadeinVietnamtrnbaob,dngungcxutxlngoinhp.
Cch
MadeinVietnam

Clogo
HngVitNamcht
lngcao

Tnthnghiubng
tingVit

CchMadeinVietnam(64%)

Clogo
HngVitNamchtlngcao(82%)*

TnthnghiubngtingVit(56%)

CchMadeinVietnam(78%)*

NhnghibngtingVit(thnhphn,
hngdn,...)(53%)*

TnthnghiubngtingVit(57%)

Clogo
HngVitNamchtlngcao(46%)

100%lnhsnxutVitNam(44%)

35
*SignificantlyhigherBase:Allrespondents(n=300)Q.27

Source:VietnameseGoodsTrendNielsenStudy2011
Copyright2011TheNielsenCompany.Confidentialandproprietary.

iunygiithchvicivimtsngnhhngFMCG,ccsn
phmccholhngniartcachung
HCMC

HaNoi

ThchhngVitNam
Thchhngncngoi

Ccsnphm:

Nhnhau

Chmsc/Vsinhnhca
1%10%89%

4%7%89%

1%18%*

81%

4%4%92%*

9%20%*

71%

8%17%75%

Thcungkhngcn

Chmsccth

Bnhko

19%*

9%34%57%

24%57%

Savchphmtsa

Thcungccn

21%25%54%

15%17%67%

20%31%* 49%

13%24%63% *

36

*SignificantlyhigherBase:Allrespondents(n=300)Q.29

Source:VietnameseGoodsTrendNielsenStudy
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Chi:
Sngto
Sngtotrong
Snphmv
Tipth

37

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Ccngnhhngngycngcnhtranhvisxuthincanhiusn
phmmi.
ActiveSKUsMAT3Xuhngnm

NewVariantsinLast2MATs

1,346
Chmsccth

662
Thcphmv
Sa

147
ung

143
Chmsc/vsinh
nhca
38
DataendingApril2011

Source:NielsenRetailAudit
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Nhngsngtovnhiumtgipccsnphmmitocchng
trnthtrng.
Kthpmi

Ikun

SunsilkCocreations

KnorrGiaviHoanChinh

Trunglincgas

NanoComplex

Kthpsnnhiugiavi

MinuteMaidNutriBoost
Satricy
CloseUp
Kemnhrngnng
vlnh
ComfortSangTao
Hnghoavtri
cykthp

Extrachewinggums

ChinsuToiOt

Microgranules

Ncmmchm

P/SWhiteNow

Downy1LanXa

Btxanhchohiu
qutrngrng
tcth

Mtlnx

39

Source:NielsenRetailAudit
Copyright2011TheNielsenCompany.Confidentialandproprietary.

CcsnphmTtchosckhevingungctthinnhinc
ngitiudngachung

NgiVitNamquantmtisckhecamnh

VfreshFruitJuice

THTrueMilk

NamNguFishSauce:

Tttnhin

Thcsthinnhin

Ncmmsch

LifebouyBodySoap

KotexPantyliners

ChitxuttThomc

Chitxuttrxanh

40

Source:NielsenOmnibusMarch2011,NielsenRetailAudit
Copyright2011TheNielsenCompany.Confidentialandproprietary.

XuhngTiudngxanhviccsnphmvtngthnthinvi
mitrngngycngcbitnnhcnhbnlvnhsnxut
Thngtiudngxanh2011tiCo.opMart

LivePositivecaCocaCola

41

Source:Pressarticles
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Nh
Nh
ngg
ngg
i
L
L
mth
mthn
n
o
ov
v
tquanh
tquanh
ngkh
ngkhkhntrongng
khntrongng
n
h
h
n
n g
g
th
th
ith
ith
nhcngtrongd
nhcngtrongd
ih
ih
n?

42

Copyright2011TheNielsenCompany.Confidentialandproprietary.
Copyright2011TheNielsenCompany.Confidentialandproprietary.

Nhnggi
Trongiukinkinhthinti,vichiucnhngGITRc
ngitiudngquantmvnhgicaoivimisnphmrt
quantrng

Khuynmi

Gic

Baobln

Tiptcutmbosphttrincathnghiuvdihn
Mrngra
thnhph
thcp/
nngthn

Mrngra
knhphn
phihini

VitNamha
thnghiu

Ccu
nhnhiu

43

Copyright2011TheNielsenCompany.Confidentialandproprietary.

NielsenVietnam

44

Copyright2011TheNielsenCompany.Confidentialandproprietary.

StayconnectedtoNielsenVietnam
vn.nielsen.com

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www.facebook.com/nielsenvietnam

45

Copyright2011TheNielsenCompany.Confidentialandproprietary.