W&s_Vinaresearch_Report cooking_oil_tracking_october 2013

Date: 14th August 2013Creator: W&S research team

REPORT ON COOKING OIL MARKET

Research time: 6th May – 8th June 2013Based on Vinaresearch’s panellists

Research information

Research method : Quantitative – Online research

Timing : 3rd – 15th May 2013

Sample size : 1,038

Research area : Nationwide

Target : Female aged 20 years old and over

Main decision maker and main buyer of cooking oil product

Research objectives : Tracking changes in cooking oil market after 1 year

Sampling method : Internet sampling

Member profile

44.3

47.2

8.5

Age group

16 - 24 years old (Code 1~3)

25 - 34 years old (Code 4,5)

35 years old and over (Code 6~8)

16.4

43.3

40.3

Monthly Household Income

Lower (Under 7 mil. VND)

Middle (7 - under 10 mil. VND)

Upper (10 mil. VND and over) 58.3

41.7

Marital Status

Single

Married

39.9

60.1

Gender

Male

Female

Unit: %

Part I – Cooking Oil Market 2013A – Consumer usage and attitude

1. Types of cooking oil – Soybean oil is the most familiar cooking oil type

• Upon 10 surveyed people, there are more than 9 who know about [Soybean oil]. [Sesame oil] comes next with 82% of the respondents

aware of it, followed by [Olive] with 81.9%. [Corn oil] has the lowest awareness with only 8.0%.

• Besides [Soybean oil], the respondents in all areas know about [Sesame oil] and [Olive] well. Unlike the respondents from the other

two areas, more respondents in the South know about [Olive] than [Sesame oil]. Interestingly, there are relatively more respondents in

the South who know about [Olive] than those in the Central and the North who know about [Sesame Oil].

• All age groups show a similarity in their recognition of available types of cooking oil. However, the youngest group (20-29 years old)

is a bit short as noticeably fewer of them know about [Sunflower oil] and [Canola].

• All income groups are most aware of [Soybean oil] with the awareness level of 90.7% for the Lower income group, 96.6% for the

Middle income group and 95.2% for the Upper income group. The Lower income group shows an uneasy fact that they know less

about available types of cooking oil than the other two groups, and their awareness level is considerably lower.

2. Suitable type of cooking oil – Soybean oil is the most suitable cooking oil type

• The most suitable type of cooking oil for most of the respondents is [Soybean oil] with 74.3%. [Olive] comes next with 51.9%,

followed by [Sesame oil] with 37.7%. Only 2.2% of the respondents think [Corn oil] is suitable for them.

• All groups choose [Soybean] as the best type of cooking oil for them, followed by [Olive] and [Sesame oil]. The chart pattern for the

three geographic groups closely imitates the unsegregated chart and there is no major difference among geographic areas, indicating

that geographic factor doesn’t affect the respondents’ perception of cooking oil suitability.

• The majority of the respondents choose [Soybean oil] as the most suitable type of cooking oil for them, regardless of age. Besides,

[Olive] and [Sesame oil] are still well recognized as they are correspondingly ranked at the second and third position. While the oldest

group has a rather similar perception of cooking oil suitability as the other two age groups, their perception on the suitability of [Olive]

and [Sesame oil] is noticeably lower.


2. Suitable type of cooking oil [Conti.]

• The majority of the respondents choose [Soybean oil] as the most suitable type of cooking oil for them, regardless of age. Besides,

[Olive] and [Sesame oil] are still well recognized as they are correspondingly ranked at the second and third position. While the oldest

group has a rather similar perception of cooking oil suitability as the other two age groups, their perception on the suitability of [Olive]

and [Sesame oil] is noticeably lower.

3. Places for buying cooking oil – More than 4/5 respondents buy cooking oil products at Supermarket

• 83.9% of the respondents buy cooking oil from [Supermarkets], 62.4% from [Grocery] and 37.3% from [Market]. [Convenient

store], [Store specializing in selling cooking oil], [One-price store] and [Online shopping] all have their shares, but the last two are

negligible.

• The Northern group likes [Convenient store] more and [Market] less than the Southern and Middle groups. The cooking oil

purchasing location is quite similar in all three areas except for [Convenient store] and [Market]. Relatively, more respondents from

the North buy cooking oil from [Convenient store] and fewer of them buy from [Market] than the respondents from the other two

areas.

• The pattern of cooking oil purchasing location is quite similar for all three age groups, except the youngest group. All three age groups

buy oil from [Grocery] and [Market] second- and third-most often, and noticeably more respondents from the youngest group buy

cooking oil from these two locations.

• All three groups show no distinctive difference in their choice of where to buy cooking oil. Although the lines cross, there is still no

significant or noticeable discrepancy.

4. Volume and price for the latest purchase – 1-liter bottle with the price of under 50,000 VND is mostly preferred

• More than half of the respondents tend to buy cooking oil in 2-liter bottles and smaller, with the price disperses between [Under

50,000VND] and [50,000-99,999VND]. In particular, [1 liter] is the most common volume with the price of [Under 50,000 VND].


4. Volume and price for the latest purchase [Conti.]

• More than half of the respondents tend to buy cooking oil in 2-liter bottles and smaller, with the price disperses between [Under

50,000VND] and [50,000-99,999VND]. 1-, 2- and 5-liter bottles are the most common.

• In the last time the Northern respondents purchased cooking oil, 149 of them chose [1-liter bottle], 125 of them chose [2-liter] bottle

and 130 of them chose [5-liter] bottle. For comparison, the number of respondents purchasing cooking oil in those three sizes are,

respectively, 46, 22, 38 for the Middle group and 204, 89, 73 for the Southern group. In short, the Northern group tends to buy

relatively more [2-liter] and [5-liter] size than the other two areas.

• 326 of the youngest group chose [1-liter] bottle and 320 of them (41% of the youngest group) chose [2-liter] or [5-liter] bottle. On the

other hand, in the last time the respondents from the other two age groups purchased cooking oil, 73 of them (28% of the middle and

oldest groups) chose [1-liter] bottle and 157 of them (61% of the middle and oldest groups) chose [2-liter] or [5-liter] bottle.

• The last time the respondents from the Lower income group purchased cooking oil, 83 of them (48% of this group) chose [1-liter]

bottle and 51 of them (30% of this group) chose [2-liter] or [5-liter] bottle. On the other hand, the last time making purchase of

cooking oil, 160 (39%) of the Middle income respondents chose 1-liter bottle and 191 (46%) of them chose [2-liter] or [5-liter] bottle.

The choice of the Upper income respondents is even more different, with only 156 (34%) of them chose 1-liter bottle and 235 (52%) of

them chose [2-liter] or [5-liter] bottle.

Part I – Cooking Oil Market 2013B – Brand awareness and brand usage

1. Top 3 cooking oil brands – Neptune is firstly recalled by most respondents

• As evident in the chart, [Neptune] is at the top with 37.7% of the respondents who are able to recall its brand first when being asked

spontaneously. This brand also takes the first position in Second In Mind category with 23.1%. The first position for Third In Mind of

the respondents is [Tuong An] with 14.3%.

• While most Northern and Middle respondents recall [Neptune] first with the respective percentage of 49.5% and 31.7%, [Tuong An]

scores the highest in TOM with 45.5% of the Southern group. At Second In Mind, [Simply] is the winning brand with 26.5% votes

from Northern group whereas [Neptune] prevails in both the Middle and Southern groups. In terms of Third in mind, [Tuong An] has

the highest percentage in both the Northern and Middle groups while [Simply] is better recognized in Southern group with 10.8%.

• More than 3 in 10 respondents from the youngest and oldest group recall [Neptune] first, while 32.5% of the respondents from the

Middle group recall [Tuong An] first. In terms of Second In Mind, [Neptune] is the winner in all three age groups with the respective

percentage of 21.2%, 28.6% and 30.9%. In the Third in mind category, [Tuong An] scores the highest in all three age groups.

• [Neptune] brand is the first to be recalled by all three SEC groups. Moreover, it is arguably the winner in Second in Mind category,

taking over the Upper income group, breaking even with [Tuong An] in Lower income group and losing with only 1.2% short to

[Simply] in Middle income group. In the Third in Mind category, [Tuong An] wins the Upper and Middle income groups and is just a

bit short of 0.6% to [Simply] in Lower income group

2. Total awareness of cooking oil brands – 92.7% respondents know Tuong An

• Almost all of the surveyed people know about [Tuong An] and [Neptune]. [Tuong An] has the highest percentage of 92.7%, closely

followed by [Neptune] at 91.0%. [Simply], [Meizan], and [Cai Lan] come next at 79.1%, 72.8%, and 70.3% respectively.

• While [Tuong An] and [Neptune] are the most and second-most well-known brands of cooking oil among the Middle and Southern

respondents, the order is reversed for those from the North. [Simply], [Meizan] and [Cai Lan] take the next three positions in all three

areas. Although being known to 42% of the respondents from the North and 35.8% of the respondents from the Middle, [Trang An] is

not even in the top 10 best known brands in the South.


2. Total awareness of cooking oil brands [Conti.]

• [Tuong An] and [Neptune] are still best-known among age groups with [Tuong An] tightly wins over and take the first place.

[Simply], [Meizan] and [Cai Lan] are still well-known across age groups although there is a small change of order in the youngest

group from that of the other two age groups.

• [Tuong An] and [Neptune] still take the top two positions across income groups and compete neck-to-neck for the first position.

[Tuong An] is better known in the Lower and Middle income groups, losing to [Neptune] by a mere 0.2% in the Upper income group.

However, [Tuong An]’s lead in the Lower and Middle income groups is not significant either. [Simply], [Meizan] and [Cai Lan] also

take the next three positions with a different order in the Lower income group.

3. Past brand – Neptune had the highest percentage of quitting in the past

• 37.8% of the respondents choose [Neptune] as the brand they did not continue using. 18% of the respondents chose to leave [Tuong

An], 16.6% chose to leave [Simply] and a total of 75.9% of the respondents have changed their main cooking oil brand.

• In the North, more respondents have switched to a new brand from [Neptune] and [Simply], while in the Middle and the South, more

respondents have switched from [Neptune] and [Tuong An]. Considerably more respondents in the North decided to switch from

[Neptune] than the other two areas.

• More respondents from all three age groups chose to stop using [Neptune]. [Tuong An] and [Cai Lan] take the next two positions in

losing consumers in the youngest and middle groups, while [Tuong An] and [Cai Lan] and [Simply] are chosen for these positions in

the oldest group.

• Many respondents from three income groups decided to switch from these three brands. [Meizan], [Marvela] and [Cai Lan] also have

respondents stop using their brands but in smaller numbers.


4. Brand used most often – Neptune, Simply and Tuong An are top three brands used most often

• 3 out of 10 respondents are using [Neptune], followed by [Simply] with 25.3%. [Tuong An] takes the third place with 22.3%. Only a

few of the respondents are using other brands such as [Co.opmart], [Otran], [Kiddy] or [Nutra Omega-3].

• [Neptune] is currently used by more respondents from the North and the Middle, closely followed by [Simply]. [Tuong An] takes the

fourth position in the North with 6.4% and the third position in the Middle with 18.7%. In the South, [Tuong An] manages to take the

first position with 40.1% and also creates a big gap of 15.8% with the runner-up [Neptune].

• While [Neptune] is able to put [Simply] in the runner-up position in the youngest group, [Simply] wins in the other two age groups.

[Neptune] is 12% ahead of [Simply] in the youngest group, but [Simply] can only stay ahead of [Neptune] with 5.4% and 1.8% in the

other two age groups. Meanwhile, [Tuong An] is firmly put in the third position in all three age groups.

• While the Middle and Upper income groups show a strong favor to [Neptune], then [Simply] and [Truong An], the Lower income

group chooses otherwise. [Tuong An] takes the lead in this group, followed by [Neptune] and [Simply]. However, these three brands

do not have big gaps between them in the Lower income group like they do in the other two groups.

5. Future brand – 82.0% respondents intends to change to use another brand and Simply is the brand they are looking for

• 75.9% of the respondents have changed their brands. Still, 82% of them intend to do so again in the future. [Simply] is chosen by

26.6% of the respondents as their future brand, closely followed by [Neptune] at 23.3%. Far behind is [Tuong An] with only 13.7% of

the respondent intend to switch and use it in the future.

• More respondents in the Middle and the South intend to change their cooking oil brand to [Neptune], then [Simply] and [Tuong An].

The Northern respondents tend to switch to [Simply] more than [Neptune] or [Tuong An]. [Tuong An] is chosen by only 9.7% of the

Northern respondents as their future brand, while that number is 16% for the Middle respondents and 17.5% for the Southern

respondents.


5. Future brand [Conti.]

• [Simply] is taking the lead as the new brand when the respondents switch, with a not very safe distance from [Neptune]. While the

youngest and the middle aged groups are a little more likely to switch to [Simply], the oldest group shows the tendency for both

[Neptune] and [Simply].

• All three income groups tend to switch to [Simply] with [Neptune] and [Tuong An] are next in order. Except for that the intention of

switching to other less well-known brands is all different, all three income groups enjoy a rare agreement as to the order of the 3 major

brands that they should use in the future.

6. Coverage of dominant brands – Top brands in the market has a sign of loosing points in front of respondents

• [Tuong An], [Neptune], [Meizan] and [Cai Lan] are showing a negative sign as their coverage in the future is lower than that in the

present and the past. [Simply] is the only major brand which has more coverage on respondents in the future.

Part II – MARKET 2012 VS. 2013[1] Supermarket is not the dominant channel anymore in 2013

In 2012, the percentage of [Supermarket] is likely to dominate purchasing channels with 72.0%. However, it is threaten by the increase of

other channels such as [Grocery], [Convenient store] and [Market].

[2] This year, fewer respondents recall Tuong An and Simply first

When being asked spontaneously, there are relatively more respondents who recall [Neptune] first compared to 2012, while [Simply] and

[Tuong An] have noticeably fewer respondents who recall them. The net result is that [Neptune] has taken the top position from [Tuong

An] for TOM category.

[3] Respondents’ awareness of major cooking oil brands has decreased

The relative number of respondents who are aware of the more popular brands like [Tuong An], [Neptune] and [Simply] has decreased

from that of 2012. On the other hand, the less popular brands like [Cai Lan], [Kiddy], [Chinsu] now have relatively more respondents

who are aware of them.

[4] Neptune, Simply and Tuong An all have more potential consumers in 2013 than in 2012

While the percentage of respondents who have used or are currently using these three brands has not significantly changed since 2012, the

percentage of respondents who intend to use them in the future has considerably improved.

Research findings

1PART I – COOKING OIL MARKET 2013

2PART II – MARKET 2012 VS. 2013

C. Research findings


A – Consumer usage and attitude1. Types of cooking oil2. Suitable type of cooking oil3. Places for buying cooking oil products4. Volume and price for the latest purchase

B – Brand awareness and brand usage5. Top 3 cooking oil brands6. Awareness of cooking oil brands7. Past brand8. Brand used most often9. Future brand10. Popularity of dominant brands

1. Types of cooking oil[Soybean oil] is most familiar to the surveyed people

Upon 10 surveyed people, there are more than 9 who know about [Soybean oil]. [Sesame oil] comes next with 82% of the respondents aware of it, followed by [Olive] with 81.9%. [Corn oil] has the lowest awareness with only 8.0%.

Q. Please tell us what kind of cooking oil you know in the list below? [MA] Based on n=1,036 know clearly about types of cooking oil

Soybean oil Sesame oil Olive Sunflower oil Canola Corn oil Others0.0

20.0

40.0

60.0

80.0

100.0 95.0

82.0 81.9

47.7

39.0

8.02.8

Unit: % [Figure 1.1] Customer awareness on types of cooking oil

1. Types of cooking oil[Olive] is better known in Southern area

Besides [Soybean oil], the respondents in all areas know about [Sesame oil] and [Olive] well. Unlike the respondents from the other two areas, more respondents in the South know about [Olive] than [Sesame oil]. Interestingly, there are relatively more respondents in the South who know about [Olive] than those in the Central and the North who know about [Sesame Oil].

[Figure 1.2] Customer Awareness on types of cooking oil – By Area

Soybean oil Sesame oil Olive Sunflower oil Canola Corn oil Others

Northern (n=469)

96.1620469083156

82.3027718550104

81.8763326226009

48.18763326226 38.3795309168444

8.31556503198298

2.98507462686567

Middle (n=123)

91.869918699187

81.3008130081301

73.9837398373983

42.2764227642276

34.1463414634145

11.3821138211382

2.4390243902439

Southern (n=444)

94.5945945945946

81.9819819819822

84.2342342342342

48.6486486486486

40.9909909909911

6.75675675675675

2.70270270270271

10.0

30.0

50.0

70.0

90.0


Unit: %

1. Types of cooking oilThere is a similarity in the recognition of cooking oil types among age groups.

All age groups show a similarity in their recognition of available types of cooking oil. However, the youngest group (20-29 years old) is a bit short as noticeably fewer of them know about [Sunflower oil] and [Canola].

[Figure 1.3] Customer awareness on types of cooking oil – By Age

Soybean oil Olive Sesame oil Sunflower oil Canola Corn oil Others

20 - 29 years old (n=779)

94.0949935815149

80.7445442875484

80.4878048780488

44.8010269576378

35.3016688061617

7.44544287548139

2.82413350449295

30 - 39 years old (n=202)

99.009900990099

87.6237623762373

87.6237623762373

56.4356435643563

50.4950495049505

10.3960396039604

2.97029702970297

40 years old and over (n=55)

92.7272727272727

78.1818181818182

83.6363636363636

56.3636363636362

49.0909090909092

7.27272727272727

1.81818181818182

10.0

30.0

50.0

70.0

90.0


Unit: %

1. Types of cooking oilThe Lower income group is less aware of available types of cooking oil.

All income groups are most aware of [Soybean oil] with the awareness level of 90.7% for the Lower income group, 96.6% for the Middle income group and 95.2% for the Upper income group. The Lower income group shows an uneasy fact that they know less about available types of cooking oil than the other two groups, and their awareness level is considerably lower.

[Figure 1.4] Customer awareness on types of cooking oil – By SEC

Soybean oil Sesame oil Olive Sunflower oil Canola Corn oil Others

Lower (n=172)

90.6976744186047

73.8372093023256

69.7674418604651

31.3953488372092

26.7441860465116

8.72093023255814

3.48837209302325

Middle (n=409)

96.5770171149142

82.8850855745721

82.640586797066

49.6332518337408

39.3643031784841

7.82396088019559

2.68948655256724

Upper (n=455)

95.1648351648352

84.3956043956044

85.9340659340659

52.087912087912

43.2967032967033

7.9120879120879

2.63736263736264

10.0

30.0

50.0

70.0

90.0


Unit: %

2. Suitable type of cooking oilThe majority of 1,036 respondents think [Soybean oil] is most suitable for them

The most suitable type of cooking oil for most of the respondents is [Soybean oil] with 74.3%. [Olive] comes next with 51.9%, followed by [Sesame oil] with 37.7%. Only 2.2% of the respondents think [Corn oil] is suitable for them.

Q. Please tell us which type of cooking oil is best for you? [SA] Based on n=1,036 know clearly about types of cooking oil

Soybean oil Olive Sesame oil Sunflower oil Canola Corn oil Others0.0

20.0

40.0

60.0

80.0

100.0

74.3

51.9

37.7

17.414.4

2.2 2.5

Unit: % [Figure 2.1] Suitable type of cooking oil

2. Suitable type of cooking oilThere is no significant difference among geographic groups

All groups choose [Soybean] as the best type of cooking oil for them, followed by [Olive] and [Sesame oil]. The chart pattern for the three geographic groups closely imitates the unsegregated chart and there is no major difference among geographic areas, indicating that geographic factor doesn’t affect the respondents’ perception of cooking oil suitability.

[Figure 2.2] Suitable type of cooking oil – By Area


Northern (n=469)

75.9061833688699

50.7462686567163

38.1663113006397

20.0426439232409

15.7782515991471

3.19829424307037

1.27931769722814

Middle (n=123)

75.6097560975607

47.9674796747966

37.3983739837399

13.8211382113821

8.94308943089431

1.6260162601626

7.31707317073171

Southern (n=444)

72.2972972972975

54.2792792792793

37.3873873873872

15.5405405405405

14.4144144144144

1.35135135135135

2.47747747747748

10.0

30.0

50.0

70.0

90.0


Unit: %

2. Suitable type of cooking oil[Soybean oil] is still the top choice regardless of age

The majority of the respondents choose [Soybean oil] as the most suitable type of cooking oil for them, regardless of age. Besides, [Olive] and [Sesame oil] are still well recognized as they are correspondingly ranked at the second and third position. While the oldest group has a rather similar perception of cooking oil suitability as the other two age groups, their perception on the suitability of [Olive] and [Sesame oil] is noticeably lower.

[Figure 2.3] Suitable type of cooking oil – By Age


20 - 29 years old (n=779)

72.5288831835684

54.1720154043646

37.7406931964057

17.3299101412067

12.7086007702182

2.05391527599486

2.05391527599486

30 - 39 years old (n=202)

79.2079207920792

49.009900990099

41.0891089108911

18.3168316831683

19.3069306930693

2.97029702970297

3.46534653465346


81.8181818181815

30.9090909090909

25.4545454545455

14.5454545454546

20 1.81818181818182

5.45454545454544

10.0

30.0

50.0

70.0

90.0


Unit: %

2. Suitable type of cooking oilMonthly household income does not affect respondents’ choices

There is no change when analyzing the respondents’ perception of cooking oil suitability by SEC. In details, [Soybean oil] still scores the highest at 78.5% for the Lower income group, 78.0% for the Middle income group and 69.5% for the Upper income group. The SEC chart patterns closely follow the unsegregated chart and there is no major difference among SEC groups, indicating SEC factor doesn’t affect consumer’s perception of cooking oil suitability.

[Figure 2.4] Suitable type of cooking oil – By SEC


Lower (n=172)

78.488372093023

44.1860465116278

33.7209302325583

11.6279069767442

10.4651162790698

4.06976744186047

3.48837209302325

Middle (n=409)

77.9951100244499

52.078239608802

37.8973105134474

21.2713936430318

15.158924205379

1.46699266503667

2.20048899755501

Upper (n=455)

69.4505494505495

54.7252747252748

39.1208791208792

16.043956043956

15.1648351648352

2.1978021978022

2.41758241758242

10.0

30.0

50.0

70.0

90.0


Unit: %

3. Places for buying cooking oilSupermarkets are the dominant retailer of cooking oil

83.9% of the respondents buy cooking oil from [Supermarkets], 62.4% from [Grocery] and 37.3% from [Market]. [Convenient store], [Store specializing in selling cooking oil], [One-price store] and [Online shopping] all have their shares, but the last two are negligible.

Q. Please tell us where you usually buy cooking oil for your family? [MA] Based on n=1,038

Superm

arket

Groce

ry

Mar

ket

Convenien

t sto

re

Store

spec

ializi

ng in se

lling co

oking o

il

One-pric

e sto

re

Online s

hopping

Other

s0.0

20.0

40.0

60.0

80.0

100.083.9

62.4

37.328.4

15.2

2.1 0.9 0.2

Unit: % [Figure 3.1] Places for buying cooking oil

3. Places for buying cooking oilThe Northern group likes [Convenient store] more and [Market] less…

… than the Southern and Middle groups. The cooking oil purchasing location is quite similar in all three areas except for [Convenient store] and [Market]. Relatively, more respondents from the North buy cooking oil from [Convenient store] and fewer of them buy from [Market] than the respondents from the other two areas.


Supermarket Grocery Convenient store

Market Store specializ-ing in selling cooking oil

One-price store Online shop-ping

Others

Noth-ern (n=471)

82.1656050955414

63.2696390658174

36.7303609341826

29.0870488322717

18.2590233545647

1.27388535031847

0.849256900212314

0.424628450106157

Central (n=123)

73.9837398373983

71.5447154471545

18.6991869918699

47.1544715447154

18.6991869918699

4.06504065040649

0 0

South-ern (n=444)

88.5135135135135

59.009009009009

22.2972972972973

43.2432432432432

11.0360360360361

2.47747747747748

1.12612612612613

0

10.0

30.0

50.0

70.0

90.0

Unit: % [Figure 3.2] Places for buying cooking oil – By Area

3. Places for buying cooking oilThe youngest group prefers buying cooking oil from [Grocery] and [Market]

The pattern of cooking oil purchasing location is quite similar for all three age groups, except the youngest group. All three age groups buy oil from [Grocery] and [Market] second- and third-most often, and noticeably more respondents from the youngest group buy cooking oil from these two locations.


Supermarket Grocery Market Convenient store

Store specializ-ing in selling cooking oil


Others

20 - 29 years old (n=780)

83.4615384615385

65.8974358974357

39.2307692307693

29.7435897435897

16.1538461538462

2.05128205128205

0.897435897435899

0.128205128205128

30 - 39 years old (n=203)

85.7142857142857

53.2019704433498

31.0344827586207

25.1231527093596

13.3004926108375

2.46305418719212

0.985221674876847

0.492610837438424


83.6363636363636

47.2727272727273

32.7272727272728

21.8181818181818

9.0909090909091

1.81818181818182

0 0

10.0

30.0

50.0

70.0

90.0

Unit: % [Figure 3.3] Places for buying cooking oil – By Age

3. Places for buying cooking oilIncome groups have similar choice of their cooking oil vendors

All three groups show no distinctive difference in their choice of where to buy cooking oil. Although the lines cross, there is still no significant or noticeable discrepancy.


Supermarket Grocery Market Convenient store

Store specializ-ing in selling cooking oil


Others

Lower (n=172)

80.8139534883725

70.3488372093023

42.441860465116

23.2558139534884

12.7906976744186

1.74418604651163

0.581395348837207

0

Middle (n=411)

82.7250608272506

62.2871046228711

37.4695863746959

27.9805352798053

16.301703163017

1.45985401459854

0.973236009732358

0.24330900243309

Upper (n=455)

86.1538461538459

59.5604395604396

35.1648351648352

30.7692307692308

15.1648351648352

2.85714285714286

0.879120879120882

0.21978021978022

10.0

30.0

50.0

70.0

90.0

Unit: % [Figure 3.4] Places for buying cooking oil – By SEC

4. Volume and price for the latest purchase1-liter bottle with the price of under 50,000 VND is mostly preferred

More than half of the respondents tend to buy cooking oil in 2-liter bottles and smaller, with the price disperses between [Under 50,000VND] and [50,000-99,999VND]. In particular, [1 liter] is the most common volume with the price of [Under 50,000 VND]

Q. Please tell us the bottle size and the price you paid for that size in the last time you purchased cooking oil? [Matrix SA] Based on n=1,038

Under 50,000 VND

50,000 - 99,999 VND

100,000 - 149,999 VND

150,000 - 199,999 VND

200,000 - 249,999 VND

250,000 - 299,999 VND

300,000 VND and over

250 ml (n=26)

69.2307692307692

26.9230769230769

0 3.84615384615385

0 0 0

400 ml (n=25)

48 48 4 0 0 0 0

500 ml (n=69)

55.072463768116

39.1304347826087

5.79710144927536

0 0 0 0

1 litre (n=399)

69.1729323308265

25.3132832080201

3.7593984962406

1.00250626566416

0.751879699248123

0 0

1.8 litre (n=40)

25 42.5 20 10 2.5 0 0

2 litre (n=236)

5.08474576271187

61.8644067796609

19.0677966101694

11.0169491525424

2.96610169491525

0 0

5 litre (n=241)

0.4149377593361

2.4896265560166

9.95850622406642

31.5352697095436

55.1867219917013

0 0.4149377593361

Others (n=2) 0 0 50 0 50 0 0

10.0

30.0

50.0

70.0

90.0

Unit: % [Figure 4.1] Volume and price for the latest purchase

4. Volume and price for the latest purchaseNorthern respondents tend to buy bigger bottles

In the last time the Northern respondents purchased cooking oil, 149 of them chose 1-liter bottle, 125 of them chose 2-liter bottle and 130 of them chose 5-liter bottle. For comparison, the number of respondents purchasing cooking oil in those three sizes are, respectively, 46, 22, 38 for the Middle group and 204, 89, 73 for the Southern group. In short, the Northern group tends to buy relatively more 2-liter and 5-liter size than the other two areas.


Unit: % [Figure 4.2] Volume and price for the latest purchase – By Area

4. Volume and price for the latest purchaseThe youngest group prefers 1-liter bottle

326 of the youngest group chose 1-liter bottle and 320 of them (41% of the youngest group) chose 2-liter or 5-liter bottle. On the other hand, in the last time the respondents from the other two age groups purchased cooking oil, 73 of them (28% of the middle and oldest groups) chose 1-liter bottle and 157 of them (61% of the middle and oldest groups) chose 2- or 5-liter bottle.


Unit: % [Figure 4.3] Volume and price for the latest purchase – By Age

4. Volume and price for the latest purchaseThe Lower income group tends to purchase smaller bottles

The last time the respondents from the Lower income group purchased cooking oil, 83 of them (48% of this group) chose 1-liter bottle and 51 of them (30% of this group) chose 2- or 5-liter bottle. On the other hand, the last time making purchase of cooking oil, 160 (39%) of the Middle income respondents chose 1-liter bottle and 191 (46%) of them chose 2- or 5-liter bottle. The choice of the Upper income respondents is even more different, with only 156 (34%) of them chose 1-liter bottle and 235 (52%) of them chose 2- or 5-liter bottle.


Unit: % [Figure 4.4] Volume and price for the latest purchase – By SEC

Research findings


A – Consumer usage and attitude1. Types of cooking oil2. Suitable type of cooking oil3. Places for buying cooking oil product4. Volume and price for the latest purchase

B – Brand awareness and brand usage5. Top 3 cooking oil brands6. Awareness of cooking oil brand7. Past brand8. Brand used most often9. Future brand10. Coverage of dominant brands

1. Top 3 cooking oil brands[Neptune] is recalled first by 37.7% of the surveyed people

As evident in the chart, [Neptune] is at the top with 37.7% of the respondents able to recall its brand first when being asked spontaneously. This brand also takes the first position in Second In Mind category with 23.1%. The first position for Third In Mind of the respondents is [Tuong An] with 14.3%.

Q. Please tell us what cooking oil brands in Vietnam you know / have heard of? [SA] Based on n=1,038

Neptune Tuong An Simply Meizan Marvela Cai Lan Kiddy Co.opmart De Nhat Otran0.0

10.0

20.0

30.0

40.0

50.0

60.0

37.7

26.1

17.0

3.9 3.3 1.6 0.8 0.5 0.5 0.5

23.1

17.8 18.5

5.9 4.7 4.8

0.2 0.0 0.4 0.5

8.4

14.310.2

6.0 5.6 5.8

1.3 0.0 0.8 0.6

TOM Second in mind Third in mind

Unit: % [Figure 1.1] Top three cooking oil brands

1. Top 3 cooking oil brandsChoices among geographic groups are sharply dissimilar

While most Northern and Middle respondents recall [Neptune] first with the respective percentage of 49.5% and 31.7%, [Tuong An] scores the highest in TOM with 45.5% of the Southern group. At Second In Mind, [Simply] is the winning brand with 26.5% votes from Northern group whereas [Neptune] prevails in both the Middle and Southern groups. In terms of Third in mind, [Tuong An] has the highest percentage in both the Northern and Middle groups while [Simply] is better recognized in Southern group with 10.8%.

[Figure 1.2] Top three cooking oil brands – By Area


Unit: %

1. Top 3 cooking oil brandsThere is significant difference among groups

More than 3 in 10 respondents from the youngest and oldest group recall [Neptune] first, while 32.5% of the respondents from the Middle group recall [Tuong An] first. In terms of Second In Mind, [Neptune] is the winner in all three age groups with the respective percentage of 21.2%, 28.6% and 30.9%. In the Third in mind category, [Tuong An] scores the highest in all three age groups.

[Figure 1.3] Top three cooking oil brands – By Age


Unit: %

1. Top 3 cooking oil brandsSEC groups are different in terms of Second In Mind and Third In Mind

[Neptune] brand is the first to be recalled by all three SEC groups. Moreover, it is arguably the winner in Second in Mind category, taking over the Upper income group, breaking even with [Tuong An] in Lower income group and losing with only 1.2% short to [Simply] in Middle income group. In the Third in Mind category, [Tuong An] wins the Upper and Middle income groups and is just a bit short of 0.6% to [Simply] in Lower income group.

[Figure 1.4] Top three cooking oil brands – By SEC


Unit: %

2. Total awareness of cooking oil brands[Tuong An] scores highest at 92.7%

Almost all of the surveyed people know about [Tuong An] and [Neptune]. [Tuong An] has the highest percentage of 92.7%, closely followed by [Neptune] at 91.0%. [Simply], [Meizan], and [Cai Lan] come next at 79.1%, 72.8%, and 70.3% respectively.

Q. Please tell us what cooking oil brands in the below you have heard of / know clearly? (WITH A LIST OF BRANDS PROVIDED) [MA] Based on n=1,038

Tuong An Neptune Simply Meizan Cai Lan Marvela Kiddy Chinsu De Nhat Nutra Omega-3

0.0

20.0

40.0

60.0

80.0

100.092.7 91.0

79.172.8 70.3

48.9

40.6 38.2 38.0

29.3

Unit: % [Figure 2.1] Total awareness of cooking oil brands

2. Total awareness of cooking oil brandsBrand awareness of the Northern respondents is sharply different

[Figure 2.2] Total awareness of cooking oil brands – By AreaUnit: %


Neptune

Tuong An

Simply

Meizan

Cai Lan

Trang An

Chinsu

Marvela

Kiddy

De Nhat

94.5

91.7

89.2

71.5

67.7

42.0

39.5

39.3

38.6

34.2

Northern

Tuong An

Neptune

Meizan

Cai Lan

Simply

Marvela

Kiddy

Chinsu

De Nhat

Trang An

91.9

85.4

75.6

70.7

69.1

53.7

50.4

39.8

36.6

35.8

Middle

Tuong An

Neptune

Meizan

Cai Lan

Simply

Marvela

Co.opmart

De Nhat

Kiddy

Chinsu

93.9

89.0

73.4

73.0

71.2

57.9

45.3

42.3

39.9

36.3

Southern

While [Tuong An] and [Neptune] are the most and second-most well-known brands of cooking oil among the Middle and Southern respondents, the order is reversed for those from the North. [Simply], [Meizan] and [Cai Lan] take the next three positions in all three areas. Although being known to 42% of the respondents from the North and 35.8% of the respondents from the Middle, [Trang An] is not even in the top 10 best known brands in the South.

2. Total awareness of cooking oil brands[Tuong An] and [Neptune] are still best-known among age groups…

…with [Tuong An] tightly wins over and take the first place. [Simply], [Meizan] and [Cai Lan] are still well-known across age groups although there is a small change of order in the youngest group from that of the other two age groups.

[Figure 2.3] Total awareness of cooking oil brands – By AgeUnit: %


Tuong An

Neptune

Simply

Meizan

Cai Lan

Marvela

Chinsu

De Nhat

Kiddy

Trang An

92.4

90.6

78.2

72.7

70.1

47.1

38.6

37.3

37.1

29.5

20 - 29 years old

Tuong An

Neptune

Simply

Meizan

Cai Lan

Kiddy

Marvela

De Nhat

Chinsu

Nutra Omega-3

94.1

93.1

83.7

75.4

70.0

56.7

56.7

41.4

38.9

36.0

30 - 39 years old

Tuong An

Neptune

Cai Lan

Simply

Meizan

Marvela

Co.opmart

De Nhat

Kiddy

Chinsu

90.9

89.1

74.5

74.5

65.5

47.3

38.2

34.5

30.9

29.1

40 years old and over

2. Total awareness of cooking oil brands[Tuong An] and [Neptune] still take the top two positions across income groups…

… and compete neck-to-neck for the first position. [Tuong An] is better known in the Lower and Middle income groups, losing to [Neptune] by a mere 0.2% in the Upper income group. However, [Tuong An]’s lead in the Lower and Middle income groups is not significant either. [Simply], [Meizan] and [Cai Lan] also take the next three positions with a different order in the Lower income group.

[Figure 2.4] Total awareness of cooking oil brands – By SECUnit: %


Tuong An

Neptune

Simply

Cai Lan

Meizan

Marvela

De Nhat

Chinsu

Kiddy

Co.opmart

91.9

86.0

77.3

70.3

69.8

39.5

39.0

34.9

32.6

26.2

Lower

Tuong An

Neptune

Simply

Meizan

Cai Lan

Marvela

Kiddy

Chinsu

De Nhat

Trang An

93.2

91.2

79.8

73.5

72.7

49.9

41.4

40.6

36.3

32.4

Middle

Neptune

Tuong An

Simply

Meizan

Cai Lan

Marvela

Kiddy

De Nhat

Chinsu

Nutra Omega-3

92.7

92.5

79.1

73.4

68.1

51.6

42.9

39.1

37.1

31.4

Upper

3. Past brand[Neptune] is the brand used most often in the past.

37.8% of the respondents choose [Neptune] as the brand they did not continue using. 18% of the respondents chose to leave [Tuong An], 16.6% chose to leave [Simply] and a total of 75.9% of the respondents have changed their main cooking oil brand.

Q. Amongst brands you know, what brand you had used as main brand in the past before changing to use the current one? [SA] Based on n=1,038

Unit: % [Figure 3.1] Past brand

Neptune Tuong An Simply Meizan Marvela Cai Lan De Nhat Nakydako Chinsu Trang An Don't use any other

brand in the past

0.0

10.0

20.0

30.0

40.0

50.0

35.8

18.0 16.6

10.26.7 6.3

1.3 1.0 0.6 0.6

24.1

Used other brands in the past75.9%

3. Past brand[Tuong An], [Neptune] and [Simply] all have lost their consumers

In the North, more respondents have switched to a new brand from [Neptune] and [Simply], while in the Middle and the South, more respondents have switched from [Neptune] and [Tuong An]. Considerably more respondents in the North decided to switch from [Neptune] than the other two areas.

[Figure 3.2] Past brand – By AreaUnit: %

Q. Amongst brands you know, what brand you had used as main brand in the past before changing to use the current one? [SA] Based on n=916 used another brand in the past

Neptune

Simply

Meizan

Tuong An

Cai Lan

Marvela

Chinsu

Nutra Omega-3

Trang An

De Nhat

45.9

25.5

10.6

7.3

5.7

1.4

0.9

0.7

0.5

0.5

Northern

Tuong An

Neptune

Marvela

Simply

Meizan

Cai Lan

Nakydako

De Nhat

Binh An

Co.opmart

31.9

27.7

9.2

8.6

8.1

6.3

2.1

1.8

0.8

0.8

Southern

Neptune

Tuong An

Meizan

Marvela

Simply

Cai Lan

Trang An

De Nhat

Queen

Otran

29.7

17.1

13.5

13.5

9.9

9.0

2.7

1.8

0.9

0.9

Middle

3. Past brandDifferent age groups show little difference in the brands that they switched

More respondents from all three age groups chose to stop using [Neptune]. [Tuong An] and [Cai Lan] take the next two positions in losing consumers in the youngest and middle groups, while [Tuong An] and [Cai Lan] and [Simply] are chosen for these positions in the oldest group.

[Figure 3.3] Past brand – By AgeUnit: %

Neptune

Tuong An

Simply

Meizan

Marvela

Cai Lan

De Nhat

Trang An

Chinsu

Nutra Omega-3

35.6

19.2

16.3

11.5

6.3

6.1

1.0

0.7

0.6

0.6

20 - 29 years old

Neptune

Simply

Tuong An

Cai Lan

Meizan

Marvela

De Nhat

Nakydako

Chinsu

Sailing Boat

39.5

18.9

17.3

5.9

5.4

5.4

2.2

1.6

1.1

0.5

30 - 39 years old

Neptune

Tuong An

Cai Lan

Simply

Nakydako

Marvela

Meizan

Co.opmart

Happi Koki

Binh An

35.6

17.8

11.1

11.1

8.9

6.7

4.4

2.2

2.2

0.0



3. Past brand[Neptune], [Tuong An] and [Simply] lose customers across income groups

Many respondents from three income groups decided to switch from these three brands. [Meizan], [Marvela] and [Cai Lan] also have respondents stop using their brands but in smaller numbers.

[Figure 3.4] Past brand – By SECUnit: %

Neptune

Tuong An

Simply

Meizan

Marvela

Cai Lan

Nutra Omega-3

De Nhat

Chinsu

Nakydako

32.9

21.0

20.3

9.1

6.3

4.9

1.4

1.4

0.7

0.7

Lower

Neptune

Simply

Tuong An

Meizan

Marvela

Cai Lan

Nakydako

Co.opmart

Binh An

De Nhat

35.0

18.5

14.6

12.4

7.4

7.2

1.4

0.8

0.6

0.6

Middle

Neptune

Tuong An

Simply

Meizan

Cai Lan

Marvela

De Nhat

Chinsu

Trang An

Queen

38.8

21.7

13.7

8.0

6.1

4.9

1.7

1.2

1.0

0.7

Upper


4. Brand used most often (BUMO)[Neptune] is at the top with 33.2%

3 out of 10 respondents are using [Neptune], followed by [Simply] with 25.3%. [Tuong An] takes the third place with 22.3%. Only a few of the respondents are using other brands such as [Co.opmart], [Otran], [Kiddy] or [Nutra Omega-3].

Q. Amongst brands you know, what brand you are currently using? [SA] Based on n=1,038

Neptune Simply Tuong An Meizan Cai Lan Marvela Co.opmart Otran Kiddy Nutra Omega-3

0.0

10.0

20.0

30.0

40.0

50.0

33.2

25.322.3

7.2

3.9 3.30.8 0.7 0.5 0.5

Unit: % [Figure 4.1] Brand used most often (BUMO)

4. Brand used most often (BUMO)[Neptune] and [Simply] enjoy the market in the Northern and Middle areas

[Neptune] is currently used by more respondents from the North and the Middle, closely followed by [Simply]. [Tuong An] takes the fourth position in the North with 6.4% and the third position in the Middle with 18.7%. In the South, [Tuong An] manages to take the first position with 40.1% and also creates a big gap of 15.8% with the runner-up [Neptune].

[Figure 4.2] Brand used most often (BUMO) – By AreaUnit: %


Neptune

Simply

Meizan

Tuong An

Cai Lan

Otran

Marvela

Kiddy

Co.opmart

Queen

42.5

35.5

8.5

6.4

2.8

1.3

0.6

0.4

0.4

0.4

Northern

Tuong An

Neptune

Simply

Meizan

Marvela

Cai Lan

Co.opmart

Nutra Omega-3

Nakydako

Happi Koki

40.1

24.3

14.4

5.6

5.4

4.5

1.4

0.9

0.7

0.7

Southern

Neptune

Simply

Tuong An

Meizan

Cai Lan

Marvela

Kiddy

Binh An

Chinsu

Trang An

30.1

26.0

18.7

8.1

5.7

5.7

2.4

0.8

0.8

0.8

Middle

4. Brand used most often (BUMO)[Neptune], [Simply] and [Tuong An] are still favored among age groups

While [Neptune] is able to put [Simply] in the runner-up position in the youngest group, [Simply] wins in the other two age groups. [Neptune] is 12% ahead of [Simply] in the youngest group, but [Simply] can only stay ahead of [Neptune] with 5.4% and 1.8% in the other two age groups. Meanwhile, [Tuong An] is firmly put in the third position in all three age groups.

[Figure 4.3] Brand used most often (BUMO) – By AgeUnit: %


Neptune

Simply

Tuong An

Meizan

Cai Lan

Marvela

Co.opmart

Otran

Happi Koki

Kiddy

35.1

23.1

21.9

8.5

4.5

3.1

0.9

0.5

0.4

0.3

20 - 29 years old

Simply

Neptune

Tuong An

Marvela

Meizan

Cai Lan

Kiddy

Nutra Omega-3

Otran

Chinsu

33.0

27.6

22.7

3.4

2.5

1.5

1.5

1.5

1.5

1.0

30 - 39 years old

Simply

Neptune

Tuong An

Meizan

Marvela

Cai Lan

Queen

Binh An

Elise

Kiddy

29.1

27.3

25.5

7.3

5.5

3.6

1.8

0.0

0.0

0.0


4. Brand used most often (BUMO)SEC groups also have their own favorites

While the Middle and Upper income groups show a strong favor to [Neptune], then [Simply] and [Truong An], the Lower income group chooses otherwise. [Tuong An] takes the lead in this group, followed by [Neptune] and [Simply]. However, these three brands do not have big gaps between them in the Lower income group like they do in the other two groups.

[Figure 4.4] Brand used most often (BUMO) – By SECUnit: %


Tuong An

Neptune

Simply

Meizan

Cai Lan

Marvela

Co.opmart

Chinsu

Nakydako

Kiddy

24.4

23.8

19.8

15.7

7.6

2.3

1.2

1.2

1.2

0.6

Lower

Neptune

Simply

Tuong An

Meizan

Marvela

Cai Lan

Kiddy

Co.opmart

De Nhat

Otran

34.5

26.0

21.4

6.3

4.6

2.9

0.7

0.7

0.7

0.5

Middle

Neptune

Simply

Tuong An

Meizan

Cai Lan

Marvela

Otran

Co.opmart

Nutra Omega-3

Oilla

35.6

26.8

22.2

4.8

3.3

2.4

1.1

0.7

0.7

0.4

Upper

5. Future brandMany respondents have changed their brand, and they intend to do so again

75.9% of the respondents have changed their brands. Still, 82% of them intend to do so again in the future. [Simply] is chosen by 26.6% of the respondents as their future brand, closely followed by [Neptune] at 23.3%. Far behind is [Tuong An] with only 13.7% of the respondent intend to switch and use it in the future.

Q. Amongst brands you know, what brand you intend to change in the future? [SA] Based on n=1,038

Unit: % [Figure 5.1] Future brand

Simply Neptune Tuong An Nutra Omega-3

Meizan Marvela Chinsu Cai Lan Kiddy Co.opmart Not intend to change

0.0

10.0

20.0

30.0

40.0

50.0

26.6

23.3

13.7

6.1 4.9 4.9 3.9 2.7 2.4 1.9

18.0

Intend to change82.0%

5. Future brandThe Middle and Southern groups share similar intention

More respondents in the Middle and the South intend to change their cooking oil brand to [Neptune], then [Simply] and [Tuong An]. The Northern respondents tend to switch to [Simply] more than [Neptune] or [Tuong An]. [Tuong An] is chosen by only 9.7% of the Northern respondents as their future brand, while that number is 16% for the Middle respondents and 17.5% for the Southern respondents.

[Figure 5.2] Future brand – By AreaUnit: %

Q. Amongst brands you know, what brand you intend to change in the future? [SA] Based on n=851 intending to change another brand

Simply

Neptune

Tuong An

Nutra Omega-3

Meizan

Marvela

Chinsu

Cai Lan

Kiddy

Otran

32.8

21.3

9.7

7.7

5.9

3.6

3.3

3.1

3.1

2.6

Northern

Neptune

Simply

Tuong An

Marvela

Chinsu

Nutra Omega-3

Co.opmart

Meizan

Cai Lan

De Nhat

24.1

19.7

17.5

6.4

5.0

4.7

4.4

4.2

2.5

2.2

Southern

Neptune

Simply

Tuong An

Marvela

Nutra Omega-3

Meizan

Kiddy

De Nhat

Cai Lan

Chinsu

28.0

27.0

16.0

5.0

5.0

4.0

3.0

3.0

2.0

2.0

Middle

5. Future brand[Simply] and [Neptune] race neck-to-neck across age groups

[Simply] is taking the lead as the new brand when the respondents switch, with a not very safe distance from [Neptune]. While the youngest and the middle aged groups are a little more likely to switch to [Simply], the oldest group shows the tendency for both [Neptune] and [Simply].

[Figure 5.3] Future brand – By AgeUnit: %

Simply

Neptune

Tuong An

Nutra Omega-3

Meizan

Marvela

Chinsu

Cai Lan

Kiddy

Co.opmart

27.0

23.6

13.8

5.8

5.7

4.4

4.4

2.8

2.4

1.6

20 - 29 years old

Simply

Neptune

Tuong An

Nutra Omega-3

Marvela

Chinsu

De Nhat

Meizan

Kiddy

Sailing Boat

27.2

23.7

13.9

6.4

5.8

2.9

2.9

2.3

2.3

2.3

30 - 39 years old

Neptune

Simply

Tuong An

Co.opmart

Marvela

Nutra Omega-3

Cai Lan

Meizan

De Nhat

Binh An

16.7

16.7

11.9

9.5

9.5

9.5

4.8

4.8

4.8

2.4



5. Future brandAll three income groups tend to switch to [Simply]…

… with [Neptune] and [Tuong An] are next in order. Except for that the intention of switching to other less well-known brands is all different, all three income groups enjoy a rare agreement as to the order of the 3 major brands that they should use in the future.

[Figure 5.4] Future brand – By SECUnit: %

Simply

Neptune

Tuong An

Meizan

Chinsu

Kiddy

Marvela

Cai Lan

Nutra Omega-3

De Nhat

28.5

24.8

13.1

8.8

4.4

2.9

2.9

2.2

2.2

2.2

Lower

Simply

Neptune

Tuong An

Marvela

Nutra Omega-3

Meizan

Chinsu

Kiddy

De Nhat

Co.opmart

28.2

24.5

11.3

5.8

5.8

4.0

3.7

2.5

2.5

2.1

Middle

Simply

Neptune

Tuong An

Nutra Omega-3

Marvela

Cai Lan

Meizan

Chinsu

Kiddy

Co.opmart

24.5

21.6

16.0

7.7

4.9

4.4

4.4

3.9

2.1

1.8

Upper


6. Coverage of dominant brandsLeading cooking oil brands are loosing their points with the surveyed consumers

[Tuong An], [Neptune], [Meizan] and [Cai Lan] are showing a negative sign as their coverage in the future is lower than that in the present and the past. [Simply] is the only major brand which has more coverage on respondents in the future.

Unit: % [Figure 6] Coverage of dominant brands

Tuong An (n=962)

Neptune (n=945)

Simply (n=821)

Meizan (n=756)

Cai Lan (n=730)

Marvela (n=508)

Kiddy (n=421)

Chinsu (n=396)

De Nhat (n=394)

Nutra Omega-3 (n=304)

Past 22.5 41.5 20 12.3 8.1 11.6 0.2 1.5 2.8 1.6

Present 24 36.5 32 9.9 5.5 6.7 1.2 1 1 1.6

Future 17.2 27.9 33.6 7 3.4 9.3 4.8 8.6 4.1 17.4

5.0

15.0

25.0

35.0

45.0

Based on total awareness

Research findings

2PART II – MARKET 2012 vs. 2013

1. Top-of-mind brands2. Awareness of cooking oil brands3. Brand’s usage experience

1. Purchasing channelsSupermarket is not the dominant channel anymore in 2013

In 2012, the percentage of [Supermarket] is likely to dominate purchasing channels with 72.0%. However, it is threaten by the increase of other channels such as [Grocery], [Convenient store] and [Market].

Supermarket Grocery Convenient store Market

2012 (n=200) 72 20 4.5 3

2013 (n=1,038) 83.9 62.4 37.3 28.4

10.0

30.0

50.0

70.0

90.0

Unit: % [Figure 1] Purchasing channels

2. Top-of-mind brandsThis year, fewer respondents recall Tuong An and Simply first

When being asked spontaneously, there are relatively more respondents who recall [Neptune] first compared to 2012, while [Simply] and [Tuong An] have noticeably fewer respondents who recall them. The net result is that [Neptune] has taken the top position from [Tuong An] for TOM category

Neptune Tuong An Simply Meizan Marvela Cai Lan Kiddy Co.opmart De Nhat Otran

2012 (n=200)

34 34.5 23 2.5 1 2 0 0 1 0

2013 (n=1038)

37.6685934489403

26.1078998073218

16.9556840077071

3.94990366088632

3.27552986512524

1.63776493256262

0.770712909441233

0.481695568400771

0.481695568400771

0.481695568400771

5.0

15.0

25.0

35.0

45.0

55.0

Unit: % [Figure 2] Top-of-mind brands

2. Awareness of cooking oil brandsRespondents’ awareness of major cooking oil brands has decreased

The relative number of respondents who are aware of the more popular brands like [Tuong An], [Neptune] and [Simply] has decreased from that of 2012. On the other hand, the less popular brands like [Cai Lan], [Kiddy], [Chinsu] now have relatively more respondents who are aware of them.

Tuong An Neptune Simply Meizan Cai Lan Marvela Kiddy Chinsu De Nhat Nutra Omega-3

2012 (n=200)

96.5 98 87.5 82 62 52.5 34.5 27.5 34 24.5

2013 (n=1038)

92.6782273603083

91.0404624277457

79.0944123314065

72.8323699421965

70.3275529865125

48.9402697495183

40.5587668593449

38.150289017341

37.9576107899807

29.2870905587669

10.0

30.0

50.0

70.0

90.0

Unit: % [Figure 3] Awareness of cooking oil brands

3. Brand’s usage experienceNeptune, Simply and Tuong An all have more potential consumers in 2013 than in 2012

While the percentage of respondents who have used or are currently using these three brands has not significantly changed since 2012, the percentage of respondents who intend to use them in the future has considerably improved.

Tuong An

Simply

Neptune

0.0 10.0 20.0 30.0 40.0 50.0

18.0

16.6

35.8

13.0

14.0

31.0

Past brand

2012 (n=200) 2013 (n=1,038)

Unit: % [Figure 4] Brand’s usage experience

Tuong An

Simply

Neptune

0.0 10.0 20.0 30.0 40.0 50.0

22.3

25.3

33.2

26.0

25.0

32.5

Current brand

2012 (n=200) 2013 (n=1,038)

Tuong An

Simply

Neptune

0.0 10.0 20.0 30.0 40.0 50.0

13.7

26.6

23.3

5.5

16.0

13.5

Future brand

2012 (n=200) 2013 (n=1,038)

W&S Company Limited is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 130,000 members panel with various segmentations across Vietnam.

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Marketing

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