Grocery Report 2013

WHAT DO VIETNAMESE
GROCERY SHOPPERS
WANT?
2013 AND BEYOND
Copyright 2012 The Nielsen Company. Confidential and proprietary.
STATE OF
THE
MARKET
WHO
WHAT
HOW
VIETNAM
CONSUMERS
CONCERNS
TOUCH POINTS
Macro outlook
Consumer
Confidence Index
FMCG Overview
Affordable to
aspirational
Aging population
On her mind to in
her cart
Health and
nutrition
In-home
enjoyment
Upgrading for
value continues
Television
Online
Mobile
STATE OF
THE
MARKET
VIETNAM AT A GLANCE
MACROECONOMIC CONDITIONS ARE IMPROVING

MODERATE INFLATION
GROWING EXPORTS
INCREASED RESERVES
International reserves
(in months of import)
17,3%
Monthly Inflation
YOY Inflation
6,5%
1,0%
2,2%
2,7 2,8
in 1H13 vs. YA
2,2 2,3 2,3

1,9 1,8
6,7%
1,5
1,6
HIGH TECH
0,1%
products increase
Q1-11
Q3-11
Q1-12
Q3-12
Q1-13
CURRENT ACCOUNT SURPLUS 5.9% of GDP

Source: GSO, GSO 2012, Worldbank
BUT CHALLENGES EXIST..

SLUGGISH GDP GROWTH
STRESS ON FISCAL DEFICIT
RISE OF BANKKRUPTCY
Source: IMF Apr13
Source: Worldbank
Source: Agency of Business Registration
Vietnam GDP growth (%)
Debt to GDP ratio (%)
6,8
6,3
5,3
5,9
5,0 5,2 5,2
45
43
47
52
48
Number of new
registered enterprise
reduced
6.8%
52
Enterprises registered
capital reduced
16%
Q113 vs. Q112

2007 2008 2009 2010 2011 2012
Source: GSO
1.96
%
RATE IS ON INCREASE
1H12
UNEMPLOYMENT
26%
Number of enterprises
stop business
2.28
%
1H13
GROWTH OUTLOOK IS MODEST FOR VIETNAM
Asia pacific is expected to be fast growing region, yet Vietnam is at lower pace.
Source: IMF Apr13

Note: Gross domestic product (GDP) is the market value of all officially recognized final goods and services produced within a country in a given period of6
time.
THE ECONOMY AND JOB SECURITY ARE KEEPING

CONSUMERS AWAKE AT NIGHT
Vietnamese are less confident in the region
Consumer Confidence Index
Q2'2013
19
Job security
19
14
51
KO
75
78
TW
JP
93
95
95
98
103
107
110
114
118
121
124
NZ
SG
VN
AU
MY
The economy
HK
CN
TH
IN
PH
ID
0
50
Base : All respondents n=10024

Consumer Confidence Survey Q2 2013
100
150
Increasing utility bills (electricity, gas,

heating, etc)
11
12
Health
11
12
Increasing food prices
11
Work/life balance
Increasing fuel prices
Parents' welfare and happiness 2 6

Debt
Biggest concern
33
Q. What is your major concern

over the next 6 months
Second biggest concern

Field Dates: May 13 to May 31, 2013
CONSUMERS SHOW SPENDING RESTRAINT

Putting spare cash into savings means consumers are spending less
Consumer Spending & Saving strategies Q213
SPENDING STRATEGIES
Putting into savings
66
68
Holidays / vacations
New clothes
New technology
32
28
36
33
Q2 2012
Q2 2013
29
32
Q: How to utilize spare cash after covering essential living expenses
SAVING STRATEGIES
Cut down on out-of-home
entertainment
Spend less on new clothes
Try to save on gas and
electricity
Base : All respondents who answered Yes to Q10 (Code 1) n=440
Source: Nielsen Consumer Confidence Index Q213
67
65
63
Q: Compared to this time last year, which of the following actions have you taken in order to save on
household expenses?
FMCG IS SLOWING DOWN

Fast Moving Consumer Goods market dynamics Total Vietnam
30%
27,6%
26,8%
25,0%
27,2%
20%
5,5%
15,8%
15%
22,9%
22,3%
21,1%
20,1%
19,4%
24,4%
24,2%
23,8%
25%
15,6%
11,3%
21,2%
20,5%19,9%
18,7%
18,3%
16,0%
12,2%16,8%
16,2%
9,5%
5,8% 4,4% 6,5%
20,4%
14,0%
5,9%
11,2%
15,5%
18,6%
13,9%
15,6%
14,0%
10,2%
20,5%
20,3%
10%
12,8%
12,8%
5%
8,1%
8,0%
11,0%
14,6% 15,5% 14,7%
14,6%
8,7%
12,9%
11,2%
9,9%
6,1%
5,4%
10,0%
6,6% 7,4%
4,7%
8,4%
7,2%
5,8%
4,3%
3,0%
3,0%
0%
Unit value change

Source: Retail Audit Data
Volume change
Nominal growth
9
ACROSS SUPER-CATEGORIES
Source: Retail Audit Data

10
WHO
SHOPPERS MATTER
DO YOU KNOW THE ASIAN CONSUMER?
WE ARE THE MOST LABELCONSCIOUS REGION IN THE

WORLD.
2
THREE IN FIVE ARE WILLING TO
PAY MORE FOR DESIGNER
PRODUCTS. CHINA, INDIA AND
VIETNAM ARE THE WORLDS
TOP THREE LOVERS OF ALL
THINGS DESIGNER.
3
WE ARE A REGION OF IMPULSE
SHOPPERS AND EARLY
ADOPTERS. CHINA, INDIA
AND INDONESIA RANK HIGHEST
GLOBALLY.
4
WE KNOW BEFORE WE GO VIA
RESEARCH AND PRICE
COMPARISONS AND ARE
SENSITIVE TO DEALS.
PHILIPPINES AND VIETNAM ARE

LURED BY PRODUCTS WITH
FREE GIFTS.
WE ARE KEEN TO GO
GREEN. THAILAND, INDONESIA,
VIETNAM AND THE PHILIPPINES
ARE THE REGIONS MOST ECOMINDED AND WILLING TO PAY.
10
WE VALUE FAMILY BONDING,

FAMILY PLANNING AND
EDUCATION.
WHEN BUYING MOBILE

PHONES, FUNCTION PREVAILS
OVER PRICE AND BRAND.
FOR CLOTHING AND SHOES,

DESIGN WINS OVER PRICE OR
BRAND, PARTICULARLY
FOR THAIS, TAIWANESE AND
VIETNAMESE.
WHEN BUYING HEALTH AND

BEAUTY PRODUCTS, WE OPT
FOR FUNCTION OVER QUALITY
AND PRICE.
Source: Nielsen Global Report
12
DO YOU KNOW WHERE YOUR SHOPPORTUNITIES ARE?

AFFORDABLE TO ASPIRATIONAL
Rising middle class
Rising aspirations
AGING POPULATION
Current: 64% under 35 years old

65 years old population estimated to grow
4 times by 2050
ON HER MIND TO HER CART

Women role becomes more important
Quality of living is improved
13
MEET THE EMERGING MIDDLE CLASS

Vietnam is set to see an enormous rise in its middle class consumer segment and
spending => sophisticated demand to improve quality of living
Class A+
2
4
6
Middle class
27
32
38
Class C
39
34
Class D
14
21
Class B
million
in 2012
Class E
8
Class F
2010
95
million in
2020
million in
2030
$310
$940
billion in
2020
billion in
2030
Consumption
25
20
14
44
$46
billion in
2012
3
2
2
2011
2012
Source: HIB Nielsen database; OECD Development Centre
14
PREMIUM SHOWING STRONG GROWTH
Dominated by middle class need for Affordable Premium
Source: Nielsen Retail Audit April 2011 Mar 2012
15
PREMIUM SHOWING STRONG GROWTH

Dominated by middle class need for Affordable Premium
MAINSTREAM
24
PREMIUM
VALUE
GROWTH RATE
14 FMCG CATEGORIES
10 ASEAN COUNTRIES
21
VALUE
Source: Nielsen Retail Audit April 2011 Mar 2012
35
SUPER
(PI: >3)
ASIAS
DECOMPOSITION
OF PREMIUM 49.51%
LOW
(PI: 1.2-1.5)
9.17%
HIGH
(PI: 1.8-3)
20.34%
MID
(PI: 1.5-1.8)
20.98%
16
TOP PREMIUM PICKS ARE BISCUITS, FACE

MOISTURIZER, INSTANT MILK FORMULA, DETERGENT
Inside Asias Premium Basket
Source: Nielsen Retail Audit April 2011 Mar 2012; Hong Kong, Korea, Singapore, China, Indonesia, India, Malaysia, Philippines, Thailand, Vietnam
17
WHAT DO THE MIDDLE CLASS NEED IN STORE?
Checklist
To
PRICE TAGS
HELP CALCULATE
PACKAGING
CUE DESIRED IMAGE
DIFFERENTIATED ASSORTMENT
OFFER AN OPPORTUNITY TO TRY PREMIUM
TRIAL PROGRAMES
ENCOURAGE USAGE
FRIENDLY SERVICE
TRY OUT NEW CATEGORIES AND BRANDS
AIR-CONDITIONING
ENJOY MODERN RETAIL ENVIRONMENT
Source: Nielsen Bag or Byte Report
18
GOLDEN POPULATION STRUCTURE

Capitalise on the window of opportunity
85+
80-84
18 MILLION: the young demographic

of 15-24 years old
The future potentiality of the country
Improve the quality of the countrys

human capital
MALE
75-79
FEMALE
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
Million
0-4
Source: Vietnam population 2012
19
AGING CONSUMERS
Demanding for new and specialized categories
> 65 YEARS OLD AGING INDEX (*)
POPULATION
MEDIAN AGE
2014
90.6 mil
29.8 y.o
5.6 mil
39.9 %
2024
99.5 mil
33.9 y.o
8.6 mil
61.1 %
2034
105 mil
38 y.o
13.5 mil
96.7 %
2044
108 mil
39.9 y.o
17.5 mil
128.1 %
2049
108.7 mil
40.5 y.o
19.5 mil
140.8 %
Source: Ministry of Planning and Investment General Statistic Office based on Vietnam census
(*) number of people aged 65 over per 100 youths under age 15
20
GROWTH IMPACT TO YOUR BRAND AND BUSINESS

NOW
TEEN &
YOUNG ADULT
Soft Drink
Energy Drink
Snack
Toys and Games
Education Services
FUTURE
SENIOR
PEOPLE
PRODUCT FOR
ADULT
Adult Milk
Adult Diapers
Sensitive Toothpaste
Nutritional Supplements
Diabetic Foods/ Drinks
Medical Insurance
Leisure Travel
21
HELP AGING CONSUMERS THROUGHOUT THEIR

SHOPPING JOURNEY
Lighter aluminum
shopping carts
Lowered shelves
Slower escalators
Enlarged
price tags
Widened aisles
Better lighting
Dedicated
payment lanes
Magnifying
glass on
shelves
WHEN IT COMES TO SPENDING DECISIONS,

WOMEN ARE IN CONTROL
90% of women believe
90 NUMBER OF WORKING WOMEN IS ON THE RISE
85
81,8
82,8
80,3
80
83,3
83,0
83,5
79,5
77,0
75
67,8
70
65,5
63,3
65
60
60,5
58,5
58,3
56,0
Across 95% of countries,

quality is the #1 driver of
brand loyalty.
50
Q2
2011
When it comes to lifes

decisions, women want
to share responsibility.
63,3
55
their role is changing for

the better.
Q3
0211
Q4
2011
Q1
2012
MALE
Q2
2012
Q3
2012
Q4
2012
Q1
2013
FEMALE
Social media has

VIETNAM
Source: Personal Finance Monitor Q1 2013, Nielsen Women of Tomorrow Study 2011
become an indispensable
tool.
23
WOMEN ARE THE SAME, YET DIFFERENT

Opportunity to win not just her wallet but mind and heart
DAUGHTERS
AV. AGE = 30
Most impulsive
OPTIMISTIC
MOTHERS
UNCERTAIN
MOTHERS
AV. AGE = 47
AV. AGE = 47
More shopping ahead
Good value conscious
GRANDMOTHERS
AV. AGE = 67
Most habitual shopper
Store decisions are important Usually plans her shopping list

While she checks prices, quality of products drives loyalty
Heavier media user
Enjoys ads
Heavy on texting/email
WOM important
She watches TV and listens to the radio on a regular basis
CONNECT
Source: Nielsen Women of Tomorrow Study 2011
need to stay connected information seekers aspirational optimistic

holds multiple roles burdened empowered
24
FOCUS ON MEETING WOMENS NEEDS
Au Co Accounts/ Deposits
Ladies First Credit Card
Women SME Service Package
8th March Branch Women Banking
Designed specifically for modern women

Calcium volume is 4 times natural milk
Spa, facial treatment
Yoga, Pilates, Aerobic, Zumba, Sexy
dance, Boxing, K-POP
Exclusively for women with 6 branches
nationwide
25
WHAT
CONCERNS MATTER
WHAT ARE THEIR CONCERNS?
Health & Nutrition
In-home Enjoyment
Upgrading for
value continues
27
HEALTH IS AMONG CONSUMERS TOP CONCERNS

Consumers biggest concerns Q213
Total health spending per capita USD

200
180
19%
Economy
160
140
Indonesia
120
Myanmar
100
19%
Job Security
Philippines
80
Thailand
60
Vietnam
40
20
11%
Health
0
1995 1997 1999 2001 2003 2005 2007 2009
Source: Nielsen Consumer Confidence Report Q2-2013
Source: World Health Organization
28
NUTRITIONAL BALANCE IS CONSIDERED ESSENTIAL

FOR GOOD HEALTH
Eat/ drink in moderation
78%
Eat fresh/ natural food
47%
Physical exercise
46%
Consider the meals nutrition
41%
Keep mind relaxed
35%
Q20. Current and plan-to-do solutions (All respondents n=700)
29
DAIRY & JUICES ARE REGULARLY CONSUMED

Future opportunity for more advanced nutritional products
TOP HEALTHY FOOD CONSUMED REGULARLY
VOLUME GROWTH MAT JUN13 VS. YA

DRINKING
YOGHURT
+27%
FRUIT JUICES 46%

SOY MILK 44%
LIQUID MILK
+22%
BEANS/ PEANUTS 37%

CHOLESTEROL-REDUCED COOKING OIL 35%
LIQUID MILK 31%
SOYA MILK
+17%
YOGURT 18%
Source:
Nielsen Global Survey of Food Labeling Trends Jan12

Nielsen Retail Audit data
30
COMMUNICATING SUFFICIENT NUTRITIONAL

INGREDIENTS TO ACHIEVE BRAND SALIENCE
Key factors considered when purchasing healthy/ nutritional food (%)
8
8
36
23
Affordable
Approved by health
professionals
25
Sufficient nutritional
ingredients
Reduced risk of disease
I always buy products from popular brands and

having nice packaging, with health certification
My criteria: sufficient nutritional ingredients

(changing dishes everyday to ensure enough nutrition
for family)
(Youth, HN)
Source:
(Mum with children, HCM/HN)
Q23. Key factors considered when purchasing healthy/ nutritional food (All respondents n=700)
Nielsen H&N Qualitative Study Q113
31
NUTRITIONAL FACT LABELS: HOW TO ENSURE

PRODUCT QUALITY?
How often do you read it?
Nutrition
Facts Label
64%
Always/ Most of the time
How much do you understand?
67%
All/ Most
Do you believe it?
52%
27%
25%
68%
INDIA
THAILAND
CHINA
All/ Most
Q29/ 30/ 31. Packaging of products: Nutrition in formation/ supplement facts (All respondents n=700)
Source: Nielsen Global Survey of Food Labeling Trends Jan12
32
OUT-OF HOME ENTERTAINMENT IS ON THE TOP OF

THE LIST OF SPENDING CUTS
67
Cut down on out-of-home entertainment
65
Spend less on new clothes
63
Try to save on gas and electricity
49
Delay upgrading technology, eg. PC, Mobile etc
46
Cut out annual vacation

Delay the replacement of major household items
44
Cut down on telephone expenses
44
41
Cut down on take-away meals
29
Cut down on holidays/short breaks
22
Use my car less often
21
Switch to cheaper grocery brands
19
Cut down on or buy cheaper brands of alcohol
18
Cut down on smoking
15
Cut down on at-home entertainment
11
Look for better deals on home loans, insurance, credit

I have taken other actions not listed above
Source: Nielsen Global CCI Report Q2-2013
33
FROM OUT-OF-HOME TO IN-HOME ENTERTAINMENT

BEVERAGE CHANNELS
BEVERAGE PACKAGE
ON PREMISE
+8%
OFF PREMISE
+18%
PLASTIC BOTTLE
MULTI SERVE
12% share, +24%
AT HOME ENJOYMENT IS INCREASING!!
Source: Nielsen Retail Audit Data Sep 13
34
MORE COMMUNICATION ON IN-HOME ENJOYMENT

Rejoice: Bring spa to home
Maggi: Thm ngon sng bng nh nh hng
35
MORE VALUES IN 1 PRODUCT

Yoghurt with collagen
Beverage with Vitamins
Nutritional Beverage
Foundation + Moisturizer
36
UPGRADING TO PREMIUM CONTINUES

Volume % share of premium segment (Ave price index >120)
50,0
45,0
MAT LY
MAT TY
40,0
35,0
30,0
25,0
20,0
15,0
10,0
5,0
0,0
Source: Nielsen Retail Audit Data Sep 13
37
HOW
TOUCH POINTS
MATTER
HOW DO WE REACH THEM?
TELEVISION
ONLINE
MOBILE
Most effective channel

influencing consumers
decision
Widely spreads in Asia

as well as in Vietnam
Embracing as new
channel
39
ADVERTISING CONTINUES TO INFLUENCE DECISIONS

COMMERCIALS WILL INCREASE MY BRAND PREFERENCE
SEEN ADVERTISING ON MEDIA CHANNELS
% of respondents who strongly/ somewhat agree
MOST POPULAR CHANNELS
58%
Television
96
Outdoor advertising
74
News/ Magazine
49
Advertising at bus station
38
LCD screen at building, office
15
Bus LCD screen
14
LCD screen at coffee shop
11
FREQUENCY
36%
Source: Nielsen Global Survey of Consumer Shopping Behaviour Q3 2012;

Nielsen Personal Finance Monitor Q1 2013; Omnibus 2012
Everyday
67%
More than once a day
33%
31%
40
DIGITAL IS WIDELY PERVASIVE IN VIETNAM

Vietnam
Malaysia
No. of cellphones (per 100 people)
Thailand
Indonesia
SMARTPHONE USAGE
2011
2012
18%
30%
Philippines
INTERNET USAGE
3G
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
MULTI SCREENS DISPLAY

Connected with: Phone + TV+
Internet (46% smartphone
users and 43% Ipad users also
use them when watching TV)
Faster Information. Better
Entertainment
ONLINE ADVERTISING
Time on internet: > 16h/week
Viral Marketing is engaging with
consumers and make them talk
about your brands for free!
Build brand acceptability
Source: Nielsen Smartphone Insights 2012; Nielsen Omnibus May 2013; Nielsen Business Barometer 2012
66% accessed
internet in P6M
INVESTMENT IN INTERNET
An increasing investment
towards internet 16% in
2012 vs. 5% in 2011
41
ONLINE PURCHASING IS NOT COMMON YET, BUT

ONLINE BEHAVIORS PROMISES POTENTIALITY
Conduct research online (for example,
checked price, read a consumer review,)
70
Look up product information online
36
42
59
37
45
Compare prices for a grocery product

online
59
35
50
53
Look for deals online
49
Look for coupons from an online coupon

site
48
Purchase a product online
47
30
15
18
15
44
44
19
26
40
49
16
36
37
Daily

Source: Nielsen Global Digital Shopping Report Q12012
14
44
Read a grocery retailer's circular/flyer

online
Browse a manufacturer's website for a

grocery category
51
72
15
44
Weekly
Monthly
Thinking about Household Grocery Shopping, which of the following

activities have you done in the last month on Any Online Connected
Device?
42
PURCHASE INTENT REMAINS DIVERSIFIED ACROSS

CONNECTED DEVICES
Apparel / Accessory / Shoes / Jewelry
47%
Household Appliance
47%
Mobile Phone (Included accessory)
43%
Food & Beverage
39%
Travel Service Reservation
36%
Entertainment Tickets
36%
What categories of products do you plan to purchase on Any Connected

Device in the next 3 to 6 months?
Source: Nielsen Global Digital Shopping Report Q12012
43
RETAILERS REJOICE AS STORE HOURS NO LONGER

DICTATE SHOPPING HOURS
NOW
FUTURE
Which store are you hitting?
Which website, app?
From consumer to shopper when

you enter the store
Cash or credit?
What did the online review say?
Paypal, credit, e-wallet?

44
THE ASIAN MOBILE CONSUMER

MALAYSIANS ARE THE
HEAVIEST USERS OF
MOST OF VIETNAMESE
BUY THEIR MOBILE
PHONES FROM
79%
SOCIAL MEDIA &

WEB BROWSING
ON THEIR PHONES
VIETNAMESE WATCH
MOBILE VIDEOS
USING AN APP
4 OUT OF 10
INDONESIANS BUY THEIR
PHONES ONLINE
$$
MALAYSIA AND
SINGAPORE ARE
BIG ON APPS
7 OUT OF 10
1 OF 3
IN MALAYSIA
AND SINGAPORE
7 OUT OF 10
SINGAPOREANS RECEIVE
MOBILE ADS AT LEAST
ONCE A DAY
MAJORITY IN SINGAPORE,
MALAYSIA AND VIETNAM
BROWSE
THE WEB
ON THEIR MOBILE PHONES
MALAYSIAN BUY MOBILE

DEVICES THAT OFFER
SINGAPOREANS ACCESS
THEIR EMAILS ON THEIR
MOBILE DEVICES
CONSUMERS IN VIETNAM
SELECT MOBILE DEVICES
THAT GIVE THEM
GOOD VALUE
FOR MONEY
MORE STREAM ONLINE MUSIC

THAN SHOP ON THEIR
MOBILE PHONES SHOPPING
HAS ROOM TO GROW ACROSS
ALL SEA
COUNTRIES
MAJOR
ELECTRONIC
STORES
BANK ON THEIR PHONES
1 of 3
IN VIETNAM, INDONESIA
AND THE PHILIPPINES
NEVER LOOK AT
MOBILE ADS
EASE OF USE &
RELIABILITY
WIDE CHOICE OF
APPLICATIONS
INDONESIAN
CONSUMERS GO FOR
INNOVATIVE
FEATURES &
STYLISH DESIGNS
MAJORITY IN INDONESIA,
VIETNAM AND
THE PHILIPPINES PREFER
PRE-PAID SERVICE
ARE IMPORTANT TO
CONSUMERS IN
THE PHILLIPINES
TO
FIXED CONTRACTS
45
MOBILE SHOPPING IS FAST-SHAPING RETAIL ASIA
83
mobile
penetration in
Asia
SHOP
SHARE
SEARCH
Source of support
before and during
shopping trip
Source: Nielsen Research
46
MANUFACTURERS AND RETAILERS ARE EMBRACING

MOBILE AS A NEW CHANNEL
ENGAGE
WITH CONSUMERS
ENHANCE
SHOPPING
EXPERIENCE
DRIVE
INCREMENTAL
SALES
7-ELEVEN has begun testing

NFC enabled kiosks at the store
entrance, so that users can
download coupons before
shopping.
TESCO catalogue accessed by

Smartphone users via QR code
scans.
STARBUCKS has made a highprofile decision to push the new

mobile payments firm Square
47
MOBILE TECH BRINGS BIG RETAIL BRANDS TO

RURAL INDIA
1. Sales staff visits shop

owner
2. Presents Product
Range
3. Takes order and

messages via mobile app
4. Orders sent as
mobile phone
messages appear in a
central server
5. Orders are lodged by

rural retail customers
6. Consignments are
packed into a small
goods truck and driven
to village stores
48
A FINAL THOUGHT
WHO
WHAT
- MIDDLE CLASS
- AGING POPULATION
- ROLE OF WOMEN
- HEALTH & NUTRITION

- AT-HOME ENJOYMENT
- MORE IN ONE
HOW
- TELEVISION
- INTERNET
- PHONE
GROWTH
THANK YOU

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WHAT DO VIETNAMESE

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Copyright 2012 The Nielsen Company. Confidential and proprietary.

MACROECONOMIC CONDITIONS ARE IMPROVING

Copyright 2012 The Nielsen Company. Confidential and proprietary.

2,2 2,3 2,3

CURRENT ACCOUNT SURPLUS 5.9% of GDP

BUT CHALLENGES EXIST..

STRESS ON FISCAL DEFICIT

Source: IMF Apr13

Source: Agency of Business Registration

Vietnam GDP growth (%)

Debt to GDP ratio (%)

5,0 5,2 5,2

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Q113 vs. Q112

GROWTH OUTLOOK IS MODEST FOR VIETNAM

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Source: IMF Apr13

THE ECONOMY AND JOB SECURITY ARE KEEPING

Base : All respondents n=10024

Increasing utility bills (electricity, gas,

Increasing food prices

Parents' welfare and happiness 2 6

Q. What is your major concern

Second biggest concern

CONSUMERS SHOW SPENDING RESTRAINT

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Q: How to utilize spare cash after covering essential living expenses

FMCG IS SLOWING DOWN

Copyright 2012 The Nielsen Company. Confidential and proprietary.

14,6% 15,5% 14,7%

Unit value change

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Source: Retail Audit Data

Copyright 2012 The Nielsen Company. Confidential and proprietary.

DO YOU KNOW THE ASIAN CONSUMER?

Copyright 2012 The Nielsen Company. Confidential and proprietary.

WE ARE THE MOST LABELCONSCIOUS REGION IN THE

PHILIPPINES AND VIETNAM ARE

WE VALUE FAMILY BONDING,

WHEN BUYING MOBILE

FOR CLOTHING AND SHOES,

WHEN BUYING HEALTH AND

Source: Nielsen Global Report

DO YOU KNOW WHERE YOUR SHOPPORTUNITIES ARE?

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Current: 64% under 35 years old

ON HER MIND TO HER CART

MEET THE EMERGING MIDDLE CLASS

Source: HIB Nielsen database; OECD Development Centre

PREMIUM SHOWING STRONG GROWTH

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Dominated by middle class need for Affordable Premium

Source: Nielsen Retail Audit April 2011 Mar 2012

PREMIUM SHOWING STRONG GROWTH

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Retail Audit April 2011 Mar 2012

TOP PREMIUM PICKS ARE BISCUITS, FACE