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Overall report about Vietnam FMCG market in 2012 covering Macro Economic Outlook, FMCG overview, Retail channels, Shoppers behaviours
Citation preview
1
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012Copyright © 2012 The Nielsen Company. Confidential and proprietary.
GROCERY REPORT
Vietnam2012
2
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Market Channels Shoppers
MACRO-ECONOMIC OUTLOOK
|FMCG
OVERVIEW
RETAIL NOW&
THE FUTURE
BELT BUCKLING|
CONNECTED CONSUMERS
AGENDA
3
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012Copyright © 2012 The Nielsen Company. Confidential and proprietary.
MARKETMacro-economics Outlook
Will Vietnam GDP and CPI reach their 2012 targets?
Is the Vietnam retail industry still attractive?
FMCG Overview
4
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
ACTUAL Q3’12
GDP 4.7%
CPI 7.%
GOVERNMENT PLAN 2012
GDP 6-6.5%
CPI ≤ 10%
A very tough 2012 with only slightly positive signs appearing in Q3’12, but still below expectations for the year.
CPI YOY
Source: Vietnam General Statistics Office
5
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
▲14 %
▲ 6%
▲5%
▲50%
GasVND/12kg tank
Mogas 92VND/litre
… which is still fragile under pressure from the recent upward trend in fuel and utilities.
▲ Growth rate01/09/12 vs 01/01/12
Source: xangdau.net & http://www.petrolimex.com.vn/
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
1st half 2012
1st half 2011
LABOUR STRUCTURE51.6 mil employees
GDP STRUCTURE1,252,577 bil.VND
2.81%
3.81%
5.57% Value growth rate vs. YA
Service continues to drive the growth of the economy, particularly being led by the Trade sector.
Source: Vietnam General Statistics Office
7
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
NO. COMPANIES DISSOLVED OR CEASEDJan/2012-Apr/12
• Total volume: 17.735/ 647.627 companies• Change vs LY +9.5%
RETAIL-SERVICES SALESJan/2012-Aug/2012
• Total value: 1,517,721 bil.VND• Change vs LY: +17.9%
Growth is still there, but many companies are having problems.
Source: Vietnam General Statistics Office
8
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
1
6
14
23
2008
2010
2011
2009
VIET NAMRank
Viet Nam retail drops out of top 30 countries of retail attractiveness by A.T Kearney. Inflation, high real estate price & interest and business procedure are still big concerns.
Source: A.T. Kearney
X 2012
9
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
+467% 48%
3%2%
47%
68%20%
4%7%
Manufacturing& Processing
Real estate
Wholesale, Retail sale & Repairment
Other areas
01/01/11-20/08/11
01/01/12-20/08/12
Value growth rate vs. LY
However, retail sector is still attractive to foreign investors despite total FDI decreases.
Total FDI
+107%
+25%
-11%
-86%
NEW FOREIGN DIRECT INVESTMENT First 8 months 2012 vs 2011
Source: Foreign Investment Agency - Ministry of planning and investment
10
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Macro-economic Overview
After sky rocketing inflation in 2011,
how is Vietnam FMCG market
doing?
MARKETMacro-economics Outlook FMCG Overview
11
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
FMCG volume sales growth bounces back – strongest for Beverage & Milk-base
Consumer confidence is still below 100
Cooling CCI rests stable at low level
FMCG volume growth trend resumes in light of cooling CPI though consumers are still concerned.
Source: Vietnam GSO and Nielsen Consumer Confidence Survey
12
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
FMCG MARKET DYNAMICS REGIONAL SUMMARY Q3, 2012
Vietnam is still the fastest growing FMCG market.
Source: Nielsen Growth reporter Q3, 2012
13
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
VALUE & VOLUME % CHANGE YAMAT JUL’12
23%11%FMCG (Inc. Beer)
15%-1 %Household Care
21%6 %
Milk Based Product
Personal Care
19%3%Food (excl Milk Base)
28 %15 %
Beverage (Inc. Beer)
18%7 %
Cigarette
18%4 %
ValueVolume
Source: Nielsen Retail Audit
Across most categories, particularly beverages.
14
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Half categories have medium volume growth of 5-10%; while 15% show higher growth of >10%
Price hike around 10% for most categories except for dishwashing liquid, gum, snack, milk powder, shampoo and biscuit whose price hike >15%
.
(YTD Jun’12 vs. YA)
Most categories pose volume growth of 5-10% with an exception to beverages, Baby Diaper and RTDM.
Source: Nielsen Retail Audit
15
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
TOP 10 MANUFACTURERS IN FMCG – 6 CITIES TT – VALUE % SHARE
TOP 10 MANUFACTURERS IN FMCG 6 Cities TT - Value % Share | Period Ending SEP12 | Share of Sum(PROD)
Top 10 Val for MAT TY | Total Mkt
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to SEP12
TOP 10 CATEGORIES IN FMCG – 6 CITIES TT – VALUE % SHARE
TOP 10 CATEGORIES IN FMCG 6 Cities TT - Value % Share | Period Ending SEP12 | Share of Sum(PROD)
Top 10 Val for MAT TY | Total Mkt
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to SEP12
The biggest categories are Beer, Cigarette, Milk and Beverage which benefit the dominant positions of the players in such fields.
Source: Nielsen Retail Audit
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Increasing number of new launches in Value segment
New of new brands declines starting from early 2011
Source: Nielsen Retail Audit
Manufacturers more reluctant to introduce new brands – and most of new brand launches are in Value pricing segment.
17
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
0
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20
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PREMIUM SEGMENT CONTRIBUTION CHANGEYTD JUL 12 VS. YA
YTDLY YTDTY
Price segmentation based on price index at 6 Cities, YTDJul’11 [>120 Premium] [100-120 HiMid] [80-100 LowMid] [<80 Low]
Source: Nielsen Retail Audit
Interestingly, Premium segment is either stable or increasing its share across categories.
18
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
-3.0%
-3.0%
-4.0%
6.5%
3.4%
2.6%Biscuits
CSD
Shampoo
Consumers tend to trade up with reduction in price gap of “Premium” and
“Mainstream” products. Innovation is a contributor too
Price Gap ChangePremium vs. Mainstream
Premium Volume Change Driven by Price Gap Reduction
Source: Pricing Analytics Study, Vietnam 2011
Lower price gap between Premium and Mainstream contributes to the growth of Premium.
19
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012Copyright © 2012 The Nielsen Company. Confidential and proprietary.
The Now The Future
How fast is modern trade growing?
How is traditional trade trying to compete with modern trade?
What are modern trade retailers doing to attract and retain consumers?
CHANNELS
20
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
85 94 96 89 57 63 49 22 6 46 44
RETAIL STORE DENSITY ANALYSIS(Number of stores per million population)
Modern Trade Contribution 2011
HK
Sin
ga
po
re
Ta
iwa
n
Ko
rea
Ma
lays
ia
Ch
ina
Th
aila
nd
Vie
tna
m
Ind
ia
Ph
ilip
pin
es
Ind
on
esi
a
-
100
200
300
400
500
600
700
800
900
1,000
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
295 304
514
849
209 162 136
9 6 38 65
Grocery stores
Modern trade
Source: Nielsen Retail Census
Traditional Trade dominates in SEA but Modern Retailing is expanding its foot print. Vietnam has a big room to grow in terms of MT store density.
21
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
TRADITIONAL TRADE MODERN TRADE
2011 Total 36 Cities
943 Modern trade outlets (+25%
vs 2010)
Store number- Nielsen Census
Value sales Contribution
30 Cities 4 Cities Hanoi HCM0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
2009
2010
2011
Traditional trade is still the dominant channel in Vietnam while Modern trade speeds up opening store especially in Hanoi.
Notes: Modern Trade contribution ( inc. Saigon Co.op, exclude Metro)Based on 36 largest urban areas in Vietnam : 4 Cities includes Haiphong, Danang, Cantho and Nhatrang
Source: Nielsen Retail Census
23
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Market system development scheme 2011-2015: Investment of 2,782 bil.VND with 150.6 ha on developing 319 traditional market – tier I
• Preserving 56 markets• Upgrading 110 markets• Building 153 markets
“Wet market management skill training for the markets’ management boards”
“Sales skill training for small traders in wet markets”.
Ministry of Industry and Trade cooperate with University of Economics to organize:
Attempts to invest in improving wet markets and support small traders.
Source: Ministry of Industry and Trade Decision 012/2007/QĐ-BCT
24
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Average Frequency of Visits per Month
Base: All Respondents (2010 n=1500, 2011 n=1500)Ref: Q8
▲▼
Consumers are moving
from Wet Markets to Supermarkets
However, Supermarkets are increasingly preferred.
Source: Nielsen Shopper Trends 2012
25
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Health &Beauty Store
15
8
Supermarket
20
19
17
14
14
115
3
2
1
1
Minimart
85
44
46
5
ConvenienceStore
81
32
27
13
23
41/1-31/9/2012:
12+ new stores open
each month
B&B8
6
11
59
Supermarket
Retailers of all types are implementing their expansion plans.
26
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Preference from loyalty card
Increased promotion
frequencies
Difference with private label
New look by refreshing logo and department
brandingMembership Card, VIP Card…With special offers: Stored up points, special promotion prices
Coming with fresh, professional and friendly image
Focus on fresh & processed foods, household products, and garments.Heavily promoted through price and displays
On-going promotions, themed to match holidays and specific categories or special customers
Supermarkets implement a wide variety of programs to build loyalty and attract consumers.
27
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012Copyright © 2012 The Nielsen Company. Confidential and proprietary.
CHANNELS
What lessons will Vietnamese retailers learn from other Asian countries?
What will be the channel mix in the coming years?
The Now The Future
28
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Modern Trade Store No. by Format in Asia-Pacific (% annual growth)
Retailers continue to expand their store base across AP with total number of stores increasing by over 25,000. Convenience stores have the fastest growth rate.
Source: Nielsen Retail and Shopper Trend Asia Pacific 2012
29
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
CVS
Fresh Meat & Vegetables
Fresh Coffee
Smoothies
Restaurant
Hot Served Snacks
Additional Product & Service in Convenience StoresAvailable in 2011
Bakery
Books & MagazinesMedia
IT & Stationary
Payment Service
Seasonal Products
Auto & Travel products
Direct Marketing
Home Appliances
RTE Meal
FOOD
NON-FOOD
Source: Nielsen Shopper Trends 2012
Convenience in Thailand: Innovation through Non-FMCG range has also attracted the shoppers.
30
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Thematic promotions
Sup
plier Fairs
Weekly Promotions
Valentine’s DayValentine’s
New Year
Unilever Fair Fonterra Fair
Olay Promotion
Mother’s Day School Holiday
Bi weekly Shopping Calendar
Homecare Fair
Unilever Fair
Weekend Promotion
Source: Nielsen Shopper Trends 2012
Minimarts in Indonesia: Thematic promotions and loyalty cards have helped the Mini-Marts succeed apart from the huge store base (+10,000 stores).
31
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Flashback 2005 Present Fast Forward 2022
Sh
op
pin
g D
esti
nat
ion
– M
ost
Oft
en
Super MarketsVery few & expensive – visit once per year for
curiosity
Grocery Stores
Wholesalers
Wet MarketsAll shoppers bought
daily food in Wet Markets
Metro
Convenience Stores /
Mini Markets
Super MarketsWet market is
thought to be swept out for its dirty and
untidy image. Supermarket
increase its network, thus increases in
the frequency
Super Markets
Wet Markets
Wet Markets
Super Markets
Convenience Stores
Wholesalers
WholesalersGrocery Stores
Grocery Stores
Convenience Stores
Metro MetroInn
ova
tio
n S
eeke
r an
d P
rud
ent
Sh
op
per
Co
nservative &
Valu
e Orien
ted S
ho
pp
er
The change is coming to Vietnam too, as evidenced by some shopper segments…
Source: Nielsen Shopper Focus Groups in HCM,HN 2012
32
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
12/7/2012 1st HI-WAY supercenter
SUPERMARKETSSTORE
NUMBERBY (YEAR)
Co.op Mart + 8√100
20122015
Big C √ 24√ 29
20122013
Lotte Mart + 2 2012
Fivimart + 3 2012
Hiway √ 3√ 20
20132016
31/5/2012 1st FLC Mart
ANNOUNCED EXPANSION PLANS
Notes: (+) new stores. (√) in total
08/12/2011 1st MINISTOP CVS
07/2012 1st C EXPRESS CVS
CVS-MINIMARTS
STORE NUMBER
BY (YEAR)
Co.opFood + 30√ 150
20122015
Satrafoods + 20 2013
TTGD Foods + 2-3 annually
Circle K > 40 2012
Shop & Go √ 100 2012
Family Mart + 27√ 43
2012
Ministop + 30 2012
…and backed up by the continuous retailer expansion
33
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Belt Buckling
SHOPPERS
Connected Consumers
34
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Concerns
Discretionary spending
THE ECONOMY
(19%)
JOB SECURITY (18%)
INCREASING
UTILITY BILL
(12%)
HEALTH
(8%)
INCREASING
FOOD PRICE
(7%)
66%Saving 32%
Holiday
29%New
technol-ogies
28%New
clothes
28%Out of home
entertainment
27% Home impro-veme
nt
↓ | vs. 34%*↑ | vs. 18%*
↓| vs. 35%*
= | vs. 30%*
↓ | vs. 37%*↑ | vs. 60%*
*: ↑↓ vs. YA | vs. APAC average
How to utilize spare cash after covering essential living expenses?
Source: Nielsen Global Consumer Confidence Index Q2’2012 – Vietnam
35
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
temptationsuperfluous
Core selling grocery products sales rise
Consumers are tightening their belts. The recessionary mindset shifts consumer thinking from Nice to Have to
Need to Have
Support on compulsory expenditures:
gasoline, gas/electricity, water, insurance, rent…
36
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Base: All Supermarket shoppers (n = 1500)
Weekly
Every 2 weeks
0%
0%
36%
64%
59%
39%
1%
1%
Less often
Every month
Every 2 weeks
Weekly
2011 2012
Every month
Less often
SHOPPING FREQUENCYTOP 4 IMPACTS ON GROCERY PURCHASE CHOICE
Compared with a year ago, how much impact has each of the following had on your choice of
Grocery Purchases in the last 12 months?
Source: Nielsen Shopper Trends Study 2012
Hardship continues, consumers reduce shopping frequency and are much impacted by price.
37
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
20
22
36
37
37
66
41
Buy more on ‘Promotion’
Buy more Vietnamese brands
Buy bigger pack sizes
Buy cheaper brands
Change shopping channels to save money
Buy more of smaller pack sizes
Buy more of Private Label brands
How do you change your shopping habits to adapt to the price increases?
%
La
un
dry
Fa
b S
oft
Sh
am
po
o
Ha
ir C
on
Bo
uill
on
La
un
dry
Fa
b S
oft
Sh
am
po
o
Ha
ir C
on
Bo
uill
on
La
un
dry
Fa
b S
oft
Sh
am
po
o
Ha
ir C
on
Bo
uill
on
Change in Volume of consumption
Change in Pack size purchased
Change in Brand purchased
More amount
Less amount
Same amount
Big pack
Small pack
Same pack
Cheaper brand
Expensive brand
Same brand
CONSUMER REACTION TO PRICE INCREASE
CHANGES IN CONSUMER BEHAVIOR ACROSS CATEGORIES IN INFLATIONARY PERIOD
Source: Consumer Omnibus Vietnam, Sept 2011
To adapt, consumer are having more economic reactions which vary a lot (i.e. consuming same but larger packs, downgrading as well).
38
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Gas reward programs
Will you be the 1st to step into this game?
To react, retailers & manufacturers offer diversified promotions.
39
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
« staying at home more often »
Shopping patterns can emerge with consumer nesting
Out Of Home entertainment & restaurants
Home cookingFriendliness !
TV-viewing rising
-+
++
CocooningIn both products and Entertainment!
40
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
47 %40 %
Beer can
VALUE & VOLUME % CHANGE YAMAT JUL’12
ValueVolume
Meal Maker285%318%
1.6% vs. 1.5%
2.6% vs. 2.1%
% CHANNEL GROWTH VS. YA
Off vs. On
2011:713,416 vs. 522,394 stores
Source: Nielsen Retail Audit
Nesting consumers are heading back to their house.
41
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Vietnam Grocery report 2012
Walmart partners with manufacturers on “family meals for less.”
42
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Vietnam Grocery report 2012Source: YouTube.com/user/ShopRiteStores
ShopRite cooking on YouTube; monthly recipes featuring store brands.
43
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Vietnam Grocery report 2012
• price positioning• simple and innovative Promotions • new value added initiatives
Rising interest in
Value-seeking
In the current climate, consumers and shoppers are re-appraising their store, brand and format choices with new lenses.
Consumer Value ≠ PriceConsumer Value = Benefits/Price
44
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Vietnam Grocery report 2012
Shampoo36 Cities TT Enh - Volume % Share | Period Ending MAR12 | Share of Total Category
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to MAR12
Shampoo36 Cities TT Enh - Volume % Share | Period Ending MAR12 | Share of Total Category
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to MAR12
Shampoo36 Cities TT Enh - Volume % Share | Period Ending FEB12 | Share of Total Category
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to FEB12
Shampoo36 Cities TT Enh - Volume % Share | Period Ending FEB12 | Share of Total Category
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to FEB12
Sources: RA, Price Tier market: 6 Cities TT Enh, Pack size market: 36 Cities Enh TT + RuralData ended Mar’12
Shampoo36 Cities TT - Purchases % Shr | Period Ending JAN12 | Share of Total Category
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to JAN12
VOLUME SHARE OF PACK-SIZE RANGES – GT URBAN
Shampoo Fabclean DWL HCLSmall Pack <400ml <3kg =<1000L =<500mlBig Pack >= 400ml >=3kg >1L >500ml
VOLUME SHARE OF PRICE TIER RANGESQuick Retrievals
6 Cities Enh - Volume % Share | Period Ending FEB12 | Share of Total Category
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to FEB12
Quick Retrievals6 Cities Enh - Volume % Share | Period Ending FEB12 | Share of Total Category
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to FEB12
Quick Retrievals6 Cities Enh - Volume % Share | Period Ending FEB12 | Share of Total Category
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to FEB12
Quick Retrievals6 Cities Enh - Volume % Share | Period Ending FEB12 | Share of Total Category
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to FEB12
Quick Retrievals6 Cities Enh - Volume % Share | Period Ending FEB12 | Share of Total Category
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to FEB12
Source: Nielsen Retail Audit
Consumers also seek value through up-trading to more premium products and or buying big packs or pouch to save money.
45
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Taste changing Cigarette
Perfume Fabric Softener
Ecobags
Organic products
Milk Beverage
No fried Instant Noodle
Laundry Liquid
Innovation themes…
46
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Belt Buckling
SHOPPERS
Connected Consumers
47
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
Speed of action
Offers flexibilityImage/Buzz
What’s Next: Consumers are more and more
Connected**End of 2012: Every 5 Vietnamese consumers, there will be 1 smartphone
and Tablet users will increase from 2% to 5%
2015: Mobile phones will overtake PCs as the most common web access
48
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Vietnam Grocery report 2012
59
49
59
70
12
27
47
48
53
72
11
6
Conduct product research online
Look up product information online
Read a grocery retailer's circular/flyer online
Compare prices for a grocery product online
Browse a manufacturer's website for a grocerycategory
Look for deals online
Look for coupons from an online coupon site
Purchase a product online
Provide feedback about a grocery category throughsocial media (wrote a review, blogged)
Use a digital shopping list
Other
None of the above
Thinking about Household Grocery Shopping, which of the following activities have you done in the last month on any online connected device?*
92% of Vietnamese consumers are more likely to
trust recommendations from people they know*
63% are more likely to trustconsumer opinion posted online**
Sources: * Global Trust in advertising Q3 2011 **Nielsen Global Digital Shopping –Q1 2012
49
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Vietnam Grocery report 2012
Marketing return on investment*
Advertisers’ spending - % Chg YTD – Global Average**
Sources: *Nielsen Advanced Analytics Consulting - 2009**Nielsen Global Ad View Pulse Lite Q1 2012
To stay in the game, manufacturers keep an eye on internet advertisements.
50
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Vietnam Grocery report 2012
Collective Buying Power Sharing Experiences
Reviews Ratings
Recommendations Referrals
Sharing Ideas
Forums, Social Q&A
50
Building demand by connecting consumers (with each other and with brand).
51
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Vietnam Grocery report 2012
Shopper
Cocooning
Need to Have
Connected
Home Cooking
Home Entertainment
products
Proximity
Innovation
Flexibility of offer
Opportunities
Value-seeking
Private Label
Price
M-commerce
E-Promo
Buzz
Speed of actions
Change and adapt… Now!
52
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Vietnam Grocery report 2012
Thank you!