TNS Worldpanel Vietnam Future trends 2006-2016. 2 © Worldpanel™, TNS 2006 ` The TNS Vietnam...

TNS Worldpanel Vietnam

Future trends 2006-2016

2

© Worldpanel™, TNS 2006`

The TNS Vietnam INCREDIBLES by 2016

Incredible Ralf – Double the pride he

has about TNS Vietnam!!!

Incredible Fabrice – Always on the run for Worldpanel!

Incredible Ashish – Business

opportunities “great chaser”!

Incredible Alison – beautiful as always but more and more

powerful!

3

© Worldpanel™, TNS 2006`

1.How will Vietnam population look like in

10 years?

4

© Worldpanel™, TNS 2006`

2006Population: 84 million

2016Population: nearly 100 million

Population are under 30 years

old: 57%Population are under 30 years

old: 50%

Consumer base (from 15 to 69

years old): 60 millionConsumer base (from 15 to 69

years old): 70 million

Urban: 27% – Rural: 73% Urban: 33% – Rural: 67%

Average household size: 4.8 Average household size: 4.0

3-generation families: 50% 3-generation families: 30%

5

© Worldpanel™, TNS 2006`

2. Social & economic trends in 10 years

6

© Worldpanel™, TNS 2006`

Infrastructure to be upgraded

More modern apartments

Modern shopping places

Computers, internet, mobile phones, luxury

products… will emerge!

7

© Worldpanel™, TNS 2006`

GDP per capita (USD)

274 400585 620

1,450

0

300

600

900

1200

1500

1800

1995 2000 2005 2006 2016 -estimated

GDP Growth rate of Vietnam (%)

9.5

6.78.4 8.0 8.0

0

2

4

6

8

10

1995 2000 2005 2006 2016 - estimated

Vietnam continues to keep the high GDP growth rate and double the GDP per capita in 10 years’ time

8

© Worldpanel™, TNS 2006`

Vietnamese people are getting richer… there comes a new SEC – “Vina Valets”

23%

18%

59%<190 USD

190-285 USD

>285 USD monthly

Low Income Middle Income High Income

>600 USD monthly

29%

21%

50%

10%

2006 2016Vina Valets

9

© Worldpanel™, TNS 2006`

DINKsDouble Income – No Kids

Not just an average Vietnamese but more clusters

Vina ValetsExtremely High Income

– Luxury Product Drivers

10

© Worldpanel™, TNS 2006`

Not just an average Vietnamese but more clusters

Generation-V?dynamic kids/teens aged 5-19

Smarttraditionals?

HCM hipstersTrendy & open-minded

Traditional oriented but open-minded

11

© Worldpanel™, TNS 2006`

3. Consumerism in 10 years

12

© Worldpanel™, TNS 2006`

Changes in population, social & economic standings will have strong impact on Vietnamese consumerism

Risk of bird fluRisk of obesity

Snacking & Western food

1. Convenience 3. Indulgence

2. Health

What differs?

More relaxingMore entertaining

More taking care of oneself

People are getting

busier and busier

Changes in consumerism

“convenience”

14

© Worldpanel™, TNS 2006`

Shopping behaviors: move from daily shopping to bulky buy and stock-up

ATMs

Fresh food purchase in

modern trade

Online shopping

Home deliveryShop less frequently but

bulkier

New retailers entering

Credit card

Changes in consumerism

“health”

16

© Worldpanel™, TNS 2006`

“I worry about health more,

NOW than before...

Source: TNS lifestyles% Housewives Agreeing to Statement

Vietnam: 70%

17

© Worldpanel™, TNS 2006`

74% often take Vitamins supplement

74% exercise regularly for better health

Urban Vietnam: 80% like to buy food with active ingredient (Ginseng, calcium, vitamins…)

18

© Worldpanel™, TNS 2006`

Urban Vietnam:

37% would like to have the choice of lower calories food

36% regularly diet to lose weight

19

© Worldpanel™, TNS 2006`

Stage 1 (2006- 2008): Active ingredients (High calcium, ginseng, vitamin C…) and “healthy categories by nature” (ie Fruit Juice, Liquid Milk,…)

Stage 2 (2008 – 2016): Low calories / Fat free / Sugar free products

Stage 3 (2016 onward): Specifically designed active healthy products (Omega-3, Probiotics…)

Food & Beverage consumption trend

2006: 54% of people drink some types of beverages because it is “healthy”

2016: expected to be 80%

Now

Coming soon

Changes in consumerism

“indulgence”

21

© Worldpanel™, TNS 2006`

Indulgence

What dowomen

look for?

AdvicePrevention (Me Me Me)

Self reward

SeductionTrust

Holistic

“Taking their cue from Vietnamese women and the increasing influx of Western marketing campaigns, Vietnamese men are starting to pay attention to their

appearance - from SKIN and HAIR to fashion & fitness”

Metrosexual revolution

Changes in consumerism

“consumer basket”

24

© Worldpanel™, TNS 2006`

NOW

Shopping basket now & in 10 years’ time

Sugar

Sauces Noodles

Cooking Oil

Grocery!

Milk

Yogurt

Toothpaste

Dairy!

Non Food!

San. NapkinsLow fat dairies

More Dairy!

Fermented milk

Skin care advanced

Hair colorant

More Personal Care!

Leave-on Haircon

Deodorants

Fruit juices

Flavored Water

Healthybeverages!

Sugar-free/Diet Instant meals

Grocery Sophistication!

Branded Goods

Shampoo

Detergent

FUTUREFamily pack

25

© Worldpanel™, TNS 2006`

2. “Vina Valets” will drive luxury consumption in the future

1.60 million consumers today 2006 and

will be 70 million in 2016

4. Modern Trade will dominate shopping behaviors – shopping less frequently but bulkier

3. Consumers’ convenience, health & indulgence will be key product features

5. Healthy lifestyles’ choices will drive consumer behaviors

7. Modern shopping basket will become more sophisticated & contain more line extensions

6. “ME ME ME” driven by both women and men

26

© Worldpanel™, TNS 2006`

We are as powerful as we see ourselves! To be

a small cat or to be a

big lion!!!