Vietnam Consumer Trends - Xu hướng người tiêu dùng Việt Nam
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This document discusses Vietnam's shifting consumer landscape. It summarizes recent economic indicators showing GDP and export growth in Vietnam. It also discusses Vietnam's young and growing population, and how wealth is shifting in the country. Over the next decade, millions of new young consumers will enter the market, and Vietnam's population is aging and becoming wealthier overall. This changing demographic is creating a more mature and savvy consumer base in Vietnam.
![Consumers spending in 2010?
More Same Less Don't know
Education 57 34 8 1
Food & beverages products 40 52 8 0
Health care products/ services 34 53 12 1
Transportation 32 48 19 1
Household utilities 29 59 12 0
]
personal equipment (mobile phone, laptop ,Etc) 27 51 21 1
Personal care products 25 59 16 0
Communications: telephone/ fax/ email 24 55 21 1
House hold care products 22 61 16 1
Home appliances (wash machine, tv, hiFi, Etc) 22 55 23 1
Entertainment & dining out 22 49 28 0
Every sector save for 2 show increased spend in 2010, compared
to 2009, where only two sectors showed growth spend
Source: TNS VN Consumer Confidence Poll, Jan. 2010](https://image.slidesharecdn.com/vnconsumertrends2010-121009232728-phpapp02/85/Vietnam-Consumer-Trends-Xu-h-ng-ng-i-tieu-dung-Vi-t-Nam-26-320.jpg)
Vietnam Consumer Trends - Xu hướng người tiêu dùng Việt Nam
- 1. Vietnam’s shifting consumer landscape Ralf Matthaes managing director TNS Vietnam AMCHAM November 2010 Discover
- 2. Agenda 1. 2009 versus 2010 2. CIVETS - Vietnam’s emergence 3. A shift in population 4. Wealth q Shift q Source q Who has it 5. Consumer spending priorities 6. Consumption & retail trends 7. 6 major product trends 8. Digilife - On-line behavior 9. TRU Youth - 12-19 years young Discover
- 3. 2010 versus 2009 Review Are things looking up? 2010 2009 FY GDP = 6.5% (Oct) 6.7% YE Forecast 5.32% Inflation = 7.5% (Oct) 6.88% International Trade deficit = US $13.5 Billion (Yr end) 12.3 Billion Exports = US $68 Billion (Yr end) 58.5 Billion Imports = US $81.5 Billion (Yr end) 68 Billion FDI = US $12.8 Billion (Oct) 21.3 Billion Tourism = US $4.47 Billion (Yr end) 3.7 Billion A-T-L Ad growth = 6% (Sept.) 25% Domestic FMCG growth = 17% (Sept) 15.7% Retail growth = US $45 B. (Sept) 61.5 B. Consumer Confidence = 78 (Jan.) 64 Source: GSO / TNS / Kantar
- 4. B razil R ussia India C hina CIVETS - Vietnam’s Global Emergence Colombia Indonesia Vietnam Egypt Turkey South Africa Discover
- 5. CIVETS GDP Growth 2009 - 2011 10% 10.0% 8.7% 8.9% 8.5% 8.3% 8.0% 7.2% 7.2% 5.9% 5.8% 6.0% 5.3% 5.5% 4.5% 4.0% 2.0% 0.0% 2009 2010 2011 China India Vietnam Indonesia Except for China & India, Vietnam is expecting the highest GDP growth in Asia. Over the next two years, GDP should grow by at least 12%. Source: HSBC Global
- 6. CIVETS CPI Growth Rate 13.6% 14.0% 12.0% 10.9% 9.6% 10.0% 8.0% 7.0% 7.1% 6.8% 5.3% 6.0% 6.0% 4.8% 4.0% 3.1% 2.4% 2.0% 0.0% 2009 2010 2011 -0.7% -2.0% China India Indonesia Vietnam One of the main barriers for growth is Vietnam’s potential high inflation (16.6% over 2 yrs) Source: HSBC Global
- 7. GDP / capita growth rate 2008 vs 2020 60,000 57,500 In USD (000) 50,000 47,000 46,400 40,000 34,200 Asian CIVETS & BRIC Members 30,000 20,000 12,700 10,000 3,700 3,005 6,000 4,600 3,900 2,800 2,800 - USA Japan China Viet Nam Indonesia India Vietnam looks to roughly double its GDP per capita in the next 12 years or increase by over 60% by 2020 Source: Goldman Sachs / TNS analysis
- 8. Current situation Base, n= 605 618 600 500 How would you describe your country’s current economic situation? 48% positive Very Good 3 13 2 8 Fairly Good 44 24 26 40 Not good and not bad 23 35 41 39 Fairly Bad 26 15 23 11 Very Bad 3 12 9 2 How would you describe your country’s current employment situation? 48% positive Very many available jobs 3 11 0 10 Many available jobs 13 17 11 38 Not many but not few 22 28 44 32 Few available jobs 39 23 31 18 Very few available jobs 21 22 13 1 Consumers in Vietnam are the most upbeat about both economic and employment prospects Source: TNS AP Temperature check 2010
- 9. Future expectations Base, n= 605 618 600 500 In the next six months, what do you think will be your country’s economic situation? ? 68% positive Much better than today 10 12 6 15 Somewhat better 44 32 32 53 Same as today 34 21 49 26 Somewhat worse 8 16 9 6 Much worse than today 2 17 2 1 In the next six months, what do you think will be your country’s employment situation? 69% positive Many more jobs available 3 15 3 18 Some more jobs available 25 22 21 51 Same as today 41 21 49 24 Less jobs available 18 23 16 6 Many less jobs available 8 19 8 0 Syndrome of “jobless recovery” seem to pervade consumer minds in emerging markets. Again Vietnam seems to buck the trend somewhat Source: TNS AP Temperature check 2010
- 10. A shift in Population Discover
- 11. Vietnam Population Pyramid 15.4 0-9 years 15.4 The next ten years will see 17 million new and 19.9 10-19 years 19.9 young consumers enter the market 15.7 20-29 years 15.7 15.5 30-39 years 15.5 14.3 40-49 years 14.3 9.5 50-59 years 9.5 6.6 60-69 years 6.6 1999 42.8 Million aged 20 + = 56% population 3.4 70+ 3.4 2009 55.6 Million aged 20 + = 65% population Source: VN GSO 2009, TNS analysis
- 12. Vietnam’s aging population pyramid 1999 2009 76,323,000 86,024,000 44.5 % 0-19 35.9 % 32.9% 20- 39 31.7 % 15.3 % 40- 59 24.2 % 7.3 % 8.2 Age = 60 + Vietnam’s population is becoming more mature, thus creating a wealthier, more savvy consumer base Source: VN GSO 2009, TNS analysis
- 13. Vietnamese Wealth The tip of the iceberg or bottom of the financial pyramid ???????????????? Discover
- 14. The Source of Wealth Discover
- 15. 2009 – Revenue By type of companies Base: Business revenue = US $94.84 Billion 18% 36% State Collective Private Household 30% Foreign investment 5% 11% Private state and household businesses are driving domestic growth and exports, which is partially why Vietnam’s economy has been able to shrug off the effects of the global meltdown Source: GSO
- 16. 2009 – Revenue sources of income Base: GDP = US $94.84 Billion Export in billions of USD Government 2010 spend = US $33.5 Billion State Ow ned company 7% 3% 1% revenue in billions of USD Real estate transaction in 21% billions of USD FDI in billions of USD 57% Tourism revenue in billions of 3% USD 8% Money remittance in billion of Exports are Vietnam’s lifeblood, accounting USD for almost 60% of revenue generation Others Source: GSO
- 17. 2009 – Revenue sources of Sectors Agriculture / Forestry Base: GDP = US $94.84 Billion Fishing 3% Mining 3% Manufacturing 4% 6% 17% 4% Electricity / gas / w ater 4% 4% Construction Wholesale / retail trade 10% 15% Hotels and restaurants 7% 4% 19% Transport / communications Real estate Agriculture / forestry, manufacturing Public administration & retail make up over half of GDP Education and training Other sectors (7) under 2 billion Source: GSO
- 18. Who has the money? Discover
- 19. Vietnam declared monthly household income Wealthy A1 1.5% 1.5% = 1.3 million Affluent A 3.9% 9.5% = 8.2 million B 5.6% Middle C 11% 26% = 22 million D 15% BOP E 29% 63% = 54 million F 34% Two thirds of Vietnam’s population is still eking out a day to day existence, while 5% are as affluent as the western world Source: TNS Vietnam
- 20. Source: TNS Vietnam Urban declared income The Christmas tree Wealthy 4% A1 3.7% = 1 million A 10.8% Affluent 24% = 6.2 million B 13.5% C 21.6% Middle 44% = 11.4 million D 22.2% E 21.4% BOP 28% = 7.2 million F 6.8% As far as luxury goods and services, the market is still estimated to be small roughly 4%-15% of urban households, the equivalent 1 million to 4 million consumers or 800,000 – 200,000 households
- 21. Rural declared income The Bottom of the Pyramid A1 0.6% Affluent A 1% 3% = 1.2 million B 1.6% C 6.9% Middle 19% D 12% = 11 million BOP E 31.9% 78% = 47 million F 46% Almost four of every 5 rural consumers still are BOP, thus placing VN wealth into perspective Source: TNS Vietnam
- 22. Urban / Rural Durable ownership Color TV 95% 99% Moto 81% 96% Handphone 63% 94% DVD 77% 92% Fridge 24% 85% Washing machine 5% 61% Rural Urban Most major appliances and media devices are the norm in Urban Vietnam Source: TNS Vietnam
- 23. Urban / Rural Durable ownership PC 7% 50% Internet 2% 39% Air con 1% 32% Microw ave 1% 22% Camera 2% 18% 0.2% Car 1% Rural Urban Rural Vietnam still lacks behind on many major creature features Source: TNS Vietnam
- 24. Evolution of urban household income VietCycle 08 48 46 6 VietCycle 06 73 23 4 VietCycle 99 84 14 2 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SEC DEF (VND 750,00 - 4,500,000) SEC BC (VND 4,500,001-13,500,000) SEC A+ (VND 13,500,001+) The wealthy income class has increased by 33%, while the middle class in urban Vietnam has doubled in two years Source: TNS VietCycle 1999-2008
- 25. Spending priorities Discover
- 26. Consumers spending in 2010? More Same Less Don't know Education 57 34 8 1 Food & beverages products 40 52 8 0 Health care products/ services 34 53 12 1 Transportation 32 48 19 1 Household utilities 29 59 12 0 ] personal equipment (mobile phone, laptop ,Etc) 27 51 21 1 Personal care products 25 59 16 0 Communications: telephone/ fax/ email 24 55 21 1 House hold care products 22 61 16 1 Home appliances (wash machine, tv, hiFi, Etc) 22 55 23 1 Entertainment & dining out 22 49 28 0 Every sector save for 2 show increased spend in 2010, compared to 2009, where only two sectors showed growth spend Source: TNS VN Consumer Confidence Poll, Jan. 2010
- 27. Total Expenditure & Savings – HCMC & Hanoi 2009 81 19 2008 91 9 2006 88 12 2001 86 14 1999 83 17 0% 20% 40% 60% 80% 100% Total expenditure Saving Until the global economic meltdown, Vietnamese savings were dropping year on year. Now caution is the word. Source: TNS VietCycle – 1999-2008
- 28. Most desired purchase items (not owned) HANOI HCM CITY 26 Washing machine 35 20 PC/Desktop 28 33 Air conditioner 24 23 Digital camera 20 30 Car 20 34 LCD/Plasma TV 17 25 Laptop 14 Hanoians have much higher aspirational purchases that do Saigonese Source: VietCycle 2008
- 29. Consumption & Retail Trends Discover
- 30. FMCG market growth rate across Asia (value) 9.1 China (national urban) 8.9 South Korea 7.7 7.0 Malaysia (Peninsula) 1.9 11.6 Philippines 4.6 3.2 Taiwan 10.1 8.7 Thailand 4.5 15.7 MATQ209 Vietnam (4 urban cities) 17.2 MATQ210 Vietnam’s FMCG market continues to shine in Asia in 2009 Total FMCG value growth (%) Source: Kantar Worldpanel – Total FMCG – Households Panel
- 31. FMCG category Growth drivers FASTEST GROWING CATGEORIES IN 2009 Baby Wipes / Diapers RTD Tea Deodorant Box Tissue Sugar free variants Hand Washing Energy Drink Halo of the H1N1 virus Table Napkins Drinking Yogurt Bleach Granules Liquid Milk Bathroom / Floor RTD Tea Cleaner Instant Coffee Soya Milk Baby Wipe and Diapers RTD Coffee Mineral Water Granules (from MSG) Convenience Health & Hygiene & Energy Safety 31
- 32. Changing FMCG shopping habits Purchase frequency (days) Avg number of packs per trip 198 7.8 196 7.6 194 7.4 192 7.2 190 7 188 6.8 186 6.6 184 6.4 MATQ208 MATQ408 MATQ209 MATQ409 Urban consumers have the tendency to purchase less frequently, but are buying much larger pack types = Bulk Purchasing Total FMCG – Excluding Gift Source: Kantar Worldpanel – Household Panel – Vietnam urban 4 key cities
- 33. Channel value share of FMCG 2009 19 63 12 6 2005 15 61 15 9 Modern Trade Street Shop Market Others Traditional trade is still dominating the Vietnamese retail landscape but modern trade continuously gain grounds Total FMCG excluding gift Source: Kantar Worldpanel – Total FMCG – Household Panel - 4 key Urban cities
- 34. The Growth of FMCG channels HYPER- 20 SUPERMARKET STREET SHOP 14 ALL RETAILERS 11 MARKET 8 WHOLE SALERS -9 SPECIALTY -12 Hyper-supermarket leads the FMCG growth Total FMCG excluding gift – 2009 vs 2008 Source: Kantar Worldpanel – Total FMCG – Household Panel - 4 key Urban cities
- 35. 6 Major Product Trends Discover
- 36. Three ingrained product trends indulgence 89% said “I buy brands that are of good quality, even more expensive” convenience 75% are prepared to pay more for products that make their life simpler Health & safety 88% said ‘I am ready to pay a higher price for healthier foods’
- 37. Three new and upcoming product trends technology 79%, I will most likely buy a new phone in the next six months Self expression / differentiation 29% I blog to express Status / Aspiration myself 56%, I like to use brands which show my success
- 38. Vietnam’s most admired people Mỹ Tâm 30 Đan Trường 19 Cẩm Ly 18 Đàm Vĩnh Hưng 17 Lam Trường 14 Lê Hòang Quân 14 Cristiano Ronaldo 12 Beckham 11 Quang Dũng 8 Bill Gates 8 Aspirational role models and advertising are starting to take route Source: TNS VietCycle 2008
- 39. Vietnamese Youth 12- 12-19 years young Discover
- 40. TV is the No. 1 source of news and information, but internet is catching fast… 84% 58% 24% 58% 13% 5% Top sources to get news and information
- 41. Thanks to high presence of cable TV, foreign channels have become teen favourites 31 VTV3 23 HBO The number of 10 TV networks that are foreign 19 HTV7 Disney 12 Channel 11 Yeah 1 Favorite TV channels
- 42. Online activities are all about… Information, Socializing, Music and Games 93% Used a search engine 91% Talked to someone in a chat room 83% Searched for hobbies or interests 81% Listened to MP3s 79% Played a single-player game 79% Send an instant message 74% Visited a news, sports site Online activity incidence in past 30 days
- 43. However, alternative channels still hold stock In school 14% Website Fliers 14% 14% PoS 12% TV 77% Magazines 12% outdoor Preferred ways to receive important 14% information from company
- 44. It is true that TV still rules! But did you know…? 57 Percentage of teens have clicked on an online ad in the past 30 days Don’t underestimate the potential of the internet for reaching teens!
- 45. Family still plays a significantly role in teen life outside school TEEN males TEEN females 41% Spending time with parents 51% Spending time with parents 40% Going online 45% Watching TV, movies 36% Watching TV, movies 36% Spending time with friends 36% Spending time with friends 30% Going online 22% Spending time with family 24% Listening to music 20% Spending time with family 19% Listening to music Free time activities
- 46. Soccer for guys and badminton for girls 39 MICHAEL PHELPS TEEN males TEEN females 61% SOCCER 50% BADMINTON 46% BADMINTON 31% SWIMMING 34% SWIMMING 30% FITNESS WALKING 26% JOGGING/RUNNING 21% BICYCLING 21% FITNESS WALKING 20% JOGGING/RUNNING Sports Participation
- 47. Teens care about being healthy and maintaining a positive outlook – securing their future Ea n h thy g eal 74% Caring about environment 62% Being patrio c 55% Being drug-free 35% Delaying sex un l marriage 48% TRU Trends Arc - Top 5 concerns
- 48. In a changing world, traditional family values are still relevant for Vietnamese teens 61% Family Dinners 37% Going to Coffe H es e ous 34% Singing Karaoke 33% Da n g 27% Being on a sport team TRU Trends Arc - Top 5 Activities
- 49. DVR and PC games are ‘IN’ for teens, social networking sites gaining on Smart Phones and Blu Ray in coolness.. 45% DVR 43% PC Games 40% Blu-ray Player 38% Smart Phones 37% Social Networking Sites TRU Trends Arc - Top 5 Technology
- 50. What are the reasons Teens rate their brands as favorites? Reasons for Favorite Brands 59% Top quality 39% Innova v g ound- b eaki n e, r r g 38% Well designed, easy to use 34% Affr dabl e g o , ood v u o the m ney al e f o 27% Great adver si n a m r ke ng g nd a TRU Favorite Brand Meter
- 51. Vietnamese Teens top 10 brands 29% NOKIA 28% COCA - COLA 20% PEPSI 19% HONDA 18% SAMSUNG 17% KFC
- 52. Digital on-line behavior on- Discover
- 53. Vietnam is the 17th highest engaged on line community in the world % online users highly engaged Country % Country % Country % Country % 1.Egypt 56% 13.Italy 47% 25.USA 43% 37.Netherland 33% s 2.S Arabia 56% 14.Poland 46% 26.Tanzania 42% 38.Philippines 32% 3. China 54% 15.Thailand 46% 27.S Korea 42% 39.Norway 30% 4. Malaysia 53% 16.Argentina 45% 28.Portugal 40% 40.Sweden 27% 5.Turkey 52% 17.Vietnam 45% 29.Mexico 40% 41.Luxemburg 27% 6.S Africa 51% 18.Uganda 44% 30.Greece 38% 42.Finland 26% 7.Kenya 51% 19.Israel 44% 31.Canada 37% 43.Estonia 26% 8.Morocco 51% 20.Hong Kong 44% 32.Spain 37% 44.Denmark 25% 9.UAE 50% 21.UK 43% 33.Austria 36% 45.Indonesia 24% 10.Brazil 48% 22.Nigeria 43% 34.Belgium 36% 46.Japan 20% 11.France 48% 23.India 43% 35.Germany 36% 12.Singapore 47% 24.Russia 43% 36.Australia 35% 53 Digital Engagement – See methodology pack Base: All respondents 48804
- 54. Using the internet is the 3rd highest daily activity in Vietnam, which will quickly elapse reading newspaper % Using at least once a day – Vietnam Read a printed newspaper 41 Make calls to friends/ family on a landline phone 31 Play sports/ visit a fitness center 30 Visit a restaurant or bar/ pub 10 Go out with friends/ meet friends ( 35 Watch a film at the cinema 5 Watch DVDs 18 Access the internet 39 Read a printed magazine 24 Listen to the radio 22 Watch regular free-to-air or Pay TV broadcasts 76 54 S5: How often access / i10: Usage of offline media Bases: All respondents n = 600
- 55. E-mail, News, Search & Multi-media are the highest daily user activities % doing activity Daily Ever 100 100 98 100 98 100 95 92 90 84 75 76 72 62 55 63 49 51 43 32 27 29 Global benchmarks daily use 46 72 39 19 21 12 24 55 46 37 27 55 I1: Frequency of online activities Bases: All respondents n = 600
- 56. Vietnamese are very open to brand interaction on-line Attitudes to brand interaction within activities 82 66 67 69 67 60 63 51 46 41 % open to 30 brands 1 3 5 1 1 1 4 1 6 % who find 10 17 brands intrusive 56 I4: Intrusiveness of brand contact Bases: All respondents who ever do activity n = 600
- 57. Half of Vietnam’s on-line community engaged in social networking, almost all through PC % social networking 98 Daily Ever 95 96 93 94 87 81 80 76 67 64 54 57 49 42 28 28 14 Vietnam Philippines Thailand Indonesia India China Australia Hong Singapore Kong 57 I1.01: Usage frequency of SN Bases: All respondents 713 / 859 / 506 / 868 / 2343 / 12151 / 493 / 141 / 106
- 58. Brand communities are driven by; gaining more brand info, seek promotions info and benefits of promotions Reasons to join brand community To get more information about a brand To support a brand I enjoy To connect with a brand I like To do as my friends did ( already fans of the brand) To seek for promotions or special offers To use specific apps promoted by the brand To benefit from a promotion of specific offer 61 63 59 47 44 36 16 Vietnam Global 58 N13: Reasons for potential brand friending on social networks Bases: Social networkers VN = 676 / Global = 41813
- 59. 50% of Vietnamese are communicators & a quarter are influencers (high consumption / involvement) % incidence 3 6 11 7 19 26 25 23 21 1 0 27 33 39 10 7 22 19 19 33 48 21 2 40 15 83 87 20 13 17 24 6 9 45 12 11 10 3 3 9 26 9 10 10 11 14 6 3 2 0 Vietnam Philippines Thailand Indonesia India China Australia HK Singapore COMMUNICATORS I just love talking and expressing myself, I express myself in the online in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college. INFLUENCERS 59 The internet is an integral part of my life. I’m young and a big mobile Internet user and access everywhere, all of the time.. I’m a blogger, a passionate social networker. I’m also a big online shopper and want to be heard on-line.
- 60. Thank You / Cam On www.tnsglobal.com For a copy of this presentation, please email me at… [email protected] Discover