BO CO TNH HNH BN L T I VI T NAM

2011 Update
1

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Vi t Nam ngy nay

nh h
ng tnh hnh hi n t i

Tnh hnh th tr ng
Thch th c nm 2011

L m pht
Gi tr x ng ng v i ti n c a ng i tiu dng

C h i pht tri n
T m quan tr ng c a 3 I
u t (Investment) c th (Identity) i m i (Innovation) 2

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Tnh hnh th tr ng
Thch th c nm 2011
Tng tr ng kinh t v v m ng n h n m c v a ph i do g p kh khn trong kinh t vi m

M c tng tr ng ch m

h u h t cc ngnh

p l c l m pht t o ra s b t n trong ni m tin ng i tiu dng, doanh nghi p M c phn ha ng i tiu dng tng, ng i giu khng thay i nhng t ng l p trung lu b nh h ng

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Nh ng th thch t cu i nm 2010 v bng n trong 2011

Tng tr ng th tr ng bn l

Tng tr ng GDP

L m pht

Th t nghi p

Tng tr ng FDI

Thm h t thng m i

29 %

12 %

21 %

16 %

17 %

7%

c tnh tng tr ng 2011

22.6% 6.1% 15% <5% 10% 12%
4
= indicates health; = indicates challenges

Source: 2011 Estimation by Vietnam government; GDP Growth, Inflation, CIEC: 2008-2009;Vietnam GSO Copyright 2011 The Nielsen Company. Confidential and proprietary.

10 %

5%

7%

3%

3%

8%

Nhi u tc ng kinh t nh h ng t i ni m tin c a ng i tiu dng

Gi i n bn l tng 15%

Gi xng d u tng 18%

Gi ga bn l tng 4%

Trung bnh Chu

106

Source: Nielsen Consumer Confidence Online Survey Q1 2011 Press Articles Copyright 2011 The Nielsen Company. Confidential and proprietary.

M c h p d n c a th tr ng bn l Vi t Nam tr t d c xa hn

X p h ng GRDI 2008: 02 2009: 06 2010: 14 2011: 23

2011 GRI: M c h p d n theo qu c gia

6
(*) D a vo h s h p d n c a th tr ng, bo ha v p l c th i gian c a 30 qu c gia hng u

Source: AT Kearney Analysis Copyright 2011 The Nielsen Company. Confidential and proprietary.

V n l th tr ng FMCG c tng tr ng cao nhng l m pht nh h ng nhi u

Regional Summary FMCG Growth Q1 2011 M c tng tru ng ngnh FMCG trong khu v c Q1/2011

Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.

Tiu dng ch ng l i m c?

nhi u ngnh. C ph i ga hng ha ang tng qu

10 ngnh ng u 6 thnh ph l n Gi tr v l ng tng tr ng Q1 2011 so v i nm tr c

Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.

L m pht
Gi tr tng x ng v i ti n c a ng i tiu dng
Khi s c mua b nh h ng, ch mua nh ng th c n thi t tr thnh phng chm c a ng i tiu dng Ng i tiu dng ngy cng a chu ng hng khuy n mi Gi s n ph m to hn l xu h ng trong cc ngnh th c ph m, chm sc/v sinh nh c a v chm sc s c kh e. Nhn hng ring c k v ng tr thnh xu h ng m i trong nh ng nm t i.

Copyright 2011 The Nielsen Company. Confidential and proprietary.

81%

ng i tiu dng ang d ng mua nh ng th khng c n thi t

10
*) Unnecessary items are subject to each respondents perceptions

Source: Nielsen Personal Finance Monitor June 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.

Tr c T t 2011 gi tng d ng nh c tc ng l n nhng ng i tiu dng v n mua nh ng s n ph m c n thi t

23.0%

Vietnam CPI cc nm
7.5% 8.5% 6.9% 9.2% 9.7% 9.5% 8.7% 8.8% 8.7% 8.2% 8.2% 8.9% 7.6% 8.5% 11.1% 11.8% 12.2% 12.3% 13.9%

17.5%

2006 2007 2008 2009 2010 Total Total Total Total Total

Jan 2010

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan 2011

Feb

Mar

Apr

$
96% ni gi tng
nh /m nh hn

Nh ng s n ph m tiu dng c nhn (gi i tr, n ngoi) nhng khng ph i cc s n ph m cho tr em v gia nh

nh h ng

S c mua hng c a gia nh gi m nh /m nh hn

60%

11
*Q.24 27; Tet 2011 = Feb11

Source: GSO, Nielsen Omnibus March 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.

Doanh nghi p v ng i tiu dng u mu n mua hng khuy n mi nhi u hn trong ng n h n s p t i

Quan i m t ng i tiu dng Quan i m t doanh nghi p
Purchase more on promotion Not buy some 'non-essentials' Trade down to cheaper products Buy bigger packs to save money Purchase more local/ Vietnamese brands Buy less / smaller packs of the same products Change channel to save money
32 31 32 10 27 22 2 41 41 12 41 64 51 50

S1-2011 S2-2010

12
Q.33 - 16

Source: Nielsen Omnibus March 2011; Nielsen Business Barometer 1st H -2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.

Vi t Nam chu ng hng khuy n mi nh t Chu v i t l 87%. Hn phn n a ng i tiu dng hi m khi i c a hng nhng th ng xuyn sn hng khuy n mi
M c yu thch hng khuy n mi t i Vi t Nam
100% 5 13 75% 16 4 9 21 Promotion rarely changes my brand choice

87%

Only buy promotions when I already like the brand

50% 55 25% 56

Regularly buy different brands because of promotions

Seldom change stores but when shopping, actively search for promotions 11 10 2010
(2010 n=1464)

0% 2009
Base: (2009 n=1466)

Change stores based on best promotions offered

13

Source: Nielsen Shopper Trend 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.

Ngnh th c ph m v u ng tng gi m nh nh t
Gi trung bnh c a ngnh FMCG YTD Apr11 vs YTD Apr10 + 20% + 11 to 19% + 1 to 9% 0%

14
Unit price index: unit price of Top items contributing 50% per category value and existing over last 13 periods in 6 cities.
Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.

 cn ng i tiu dng s n sng thay i hnh vi mua s m i v i nh ng ngnh c gi cao hn

Li u hnh vi mua s m c thay i theo gi c ? Beverages HH Care Personal Care Dairy Food Product

15
*) Q.29; Base : 300 (all respondent)

Source: Nielsen Omnibus March 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.

Ng i tiu dng g n b v i thng hi u quen thu c c a mnh trong m t s ngnh nh t nh, ngay c khi ph i gi m mua s m ho c mua ph i gi l n Chm sc Chm sc
u ng Th c ph m Sp t s a c th nh c a

16
*) Q.29B; Small base-read with cautions for Infant Formula & Adult Mik

Source: Nielsen Omnibus March 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.

Gi tr tng x ng v i ti n: gi s n ph m l n hn l xu h ng ch o trong ngnh th c ph m, chm sc/v sinh nh c a, v chm sc c th .

N c m m
(L n > 750 ml)

B t ng t
(L n >=900g)

Gi t t y
(L n >=3kg)

D ug i
(L n >500ml)

17
36 cities TT, data ending Marl11

Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.

Xu h ng dng hng cao c p ti p t c tng trong ngnh chm sc c th v chm sc/v sinh nh c a
Kem d ng m Kh mi N c x v i

18
Pricing segments based on average price index vs. category average

Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.

Nhn hng ring ang c ch ng, c bi t trong cc ngnh th c ph m, gi y, chm sc/v sinh nh c a v chm sc c th
Cc ngnh c nhn hng ring

PRICE
Gi c a nhn hng ring th p hn 15-30% so v i cc sp ngoi th tr ng

M c nh n bi t nhn hng ring

19
(*)P4W: trong 4 tu n qua
Source: Nielsen Shopper Trend 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.

Ng i tiu dng Vi t Nam s n sng ch p nh n cc nhn hng ring

73%
Tin r ng cc nhn hng ring c ch t l ng tng ng v i ngoi th tr ng

75%
Lin h thng hi u c a hng v i ch t l ng c a nhn hng ring

20

Source: Nielsen Global Online Survey Q32010, Nielsen Shopper Trend 2011, Press Article Copyright 2011 The Nielsen Company. Confidential and proprietary.

C h i tng tr ng
3 I u t (Investment), c th (identity), i m i (innovation) u t Th tr ng nng thn chi m 47% gi tr FMCG v c tri n v ng r t l n. Knh phn ph i hi n i ng gp t ng gi tr hng FMCG v tng m nh h u h t cc ngnh hng. c th S c m nh thng hi u c a hng Vi t Nam c h tr b i cc nh s n xu t trong n c v h ng u i t ng i tiu dng i m i Th tr ng ngy cng c nh tranh v i cc s n ph m m i v hi u qu . Nh ng s n ph m p ng c nhu c u ng i tiu dng theo cch m i s c kh nng n i b t.

21

Copyright 2011 The Nielsen Company. Confidential and proprietary.

C h i: u t
Ng i tiu dng nng thn

22

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Doanh nghi p gi m k v ng, nhng v n th y nhi u c h i t th tr ng

M c tng tr ng k v ng trong 12 thng t i

Nh ng y u t chnh gp ph n vo tng tr ng c a cng ty

Tng nhu c u tiu dng t i cc ngnh ang c M r ng ra cc thnh ph th c p/ nng thn M r ng ra knh phn ph i hi n i M r ng ngnh kinh doanh khc Tng chi ph marketing i u ki n kinh doanh Vi t Nam c c i thi n

91%

i u ki n kinh doanh c a ngnh c c i thi n

23

Source: Nielsen Business Barometer 1H - 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.

C h i l n s p t i l n m c ng i tiu dng nng thn

Thu nh p u ng i h ng nm - USD

T ng dn s
158%

% doanh thu FMCG

177%

Doanh s cc ngnh trong FMCG nh kem nh rng v s n ph m gi t t y

24

Source: Nielsen Retail Audit, GSO Copyright 2011 The Nielsen Company. Confidential and proprietary.

Ng i Vi t Nam

nng thn ti t ki m ph n l n thu nh p c a mnh

Bao nhiu h gia nh ti t ki m?

Bao nhiu m i thng ?

North West / North East

Vo vi c g? Gi trong nh: 87%

Mi n B c: 462,000 VND

Mua vng: 7%

75%
S ti n ti t ki m trung bnh h ng thng S trung bnh HCM Hanoi 1,373,180 VND 992,834 VND

Mi n Trung 377,000 VND

G i ti t ki m: 6%

Mua ngo i t : 2%

Mi n Nam 571,000 VND

Mua b o hi m: 2%

25

Source: Nielsen Rural Syndicated 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.

C h i t n t i trong nh ng ngnh t c quan tm

T ng khu v c nng thn L ng s d ng trong nm qua

26
Base: All respondents (n=4200)

Source: Nielsen Rural Syndicated 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.

C h i: u t
Knh phn ph i hi n i

27

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Knh phn ph i hi n i: c s l ng v t m quan tr ng ngy cng tng

Knh phn ph i hi n i: (ngoi Metro Cash & Carry) S l ng c a hng C n c: 752 826 ACV Contribution C n c: 11% 13%

28

Source: Nielsen Retail Census 2009 and 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.

T tr ng ng gp l n i v i cc s n ph m tiu th hng thng nh th c ph m, chm sc/v sinh nh c a v chm sc c th

29
Total Ho Chi Minh + Hanoi; Data ending Apr 2011; MT exclude Saigon Coop

Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.

Th tr ng ch y u l cc doanh nghi p trong n c v ngy cng nhi u doanh nghi p n c ngoi tham gia
S L NG C A HNG C A CC THNG Hi U L N C P NH T THNG 4, 2011

50 16 13 22 14 3 7

15

15

13

2 21

5
Siu th

101

44

C a hng th c ph m C a hng ti n l i

30

Source: Nielsen Retail Census 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.

N u l y chu n t cc n c Chu khc, knh phn ph i hi n i cn nhi u c h i pht tri n

T tr ng thng m i c a knh phn ph i hi n i

Vi t Nam v n

88%

70% 64% 53% 63%

Jakarta Greater

Kuala Lumpur

43%

Vietnam

Hanoi
16%

46%

37%

Indonesia

Shanghai

Malaysia

Bangkok

Thailand

China

13%

HCMC
31

66%

Source: Nielsen Retail Census 2010 Copyright 2011 The Nielsen Company. Confidential and proprietary.

C h i: c Th
Thng hi u Vi t Nam

32

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Ng i tiu dng nh gi hng trong n c t t hn, th hi n m t c h i tng tr ng r rng

HCMC
Ti c th s mua hng Vi t Nam nhi u hn Ti ch c ch n s mua hng Vi t Nam nhi u hn Ti khng ch c s mua hng Vi t Nam nhi u hn

Ha Noi

62% 90% 28%

49% 83% 34%

8%

2%

2%

Ti mua hng Vi t Nam nhi u hn

* Significantly higher

14%*
33

Source: Vietnamese Goods Trend Nielsen Study 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.

Hng trong n c c nh gi cao v nhi u l do

HCMC Ha Noi

Ng i tiu dng lin h hng Vi t Nam t i cc c i m

Gi c h p l T t cho s c kh e (so v i hng Trung Qu c) H pv i ng i Vi t Nam (kh u v , da, tc..) Ph bi n, c nhi u ng i s d ng Ch t l ng t t/ch p nh n c (b ng/g n b ng hng nh p kh u)

Gi c h p l a d ng Ph h p ng tin c y

39% 35% 35% 25% 25% 22% 20% 18% 17% 13%

32% 54% * 42% 35% 52% * 38% * 26% 52% * 30% * 26% *

ng tin c y

Khuy n mi h p d n Bao b h p d n Ch t l ng t t

a d ng

D ch v b o hnh t t An ton Thng hi u cao c p

34
* Significantly higher; Base: All respondents (n= 300); Q.28a

Source: Vietnamese Goods Trend Nielsen Study 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.

If label says Made in Vietnam it can be viewed as a local brand, despite international origins N u c ch Made in Vietnam th d l nh s n xu t n c ngoi v n c xem l hng trong n c.
C ch Made in Vietnam C logo Hng Vi t Nam ch t l ng cao Tn thng hi u b ng ti ng Vi t

C ch Made in Vietnam (64%) Tn thng hi u b ng ti ng Vi t (56%) Nhn ghi b ng ti ng Vi t (thnh ph n, h ng d n,...) (53%) * C logo Hng Vi t Nam ch t l ng cao(46%)

C logo Hng Vi t Nam ch t l ng cao (82%) * C ch Made in Vietnam (78%) * Tn thng hi u b ng ti ng Vi t (57%) 100% l nh s n xu t Vi t Nam (44%)

35
* Significantly higher; Base: All respondents (n= 300); Q.27

Source: Vietnamese Goods Trend Nielsen Study 2011 Copyright 2011 The Nielsen Company. Confidential and proprietary.

 i u ny gi i thch s ngnh FMCG

Thch hng Vi t Nam Thch hng n c ngoi Nh nhau

a chu ng c bi t i v i hng Vi t Nam trong

HCMC Ha Noi

Cc s n ph m:

Chm sc/v sinh nh c a

1% 10% 89% 4% 7% 89%

Th c u ng khng c n
1% 18%* 81% 4% 4% 92%*

Chm sc c th
9% 20%* 71% 8% 17% 75%

Bnh k o
9% 34% 57% 19%* 24% 57%

S a v ch ph m t s a
21% 25% 54% 15% 17% 67%

Th c u ng c c n
20% 31%* 49% 13% 24% 63% *

36

* Significantly higher; Base: All respondents (n= 300); Q.29

Source: Vietnamese Goods Trend Nielsen Study Copyright 2011 The Nielsen Company. Confidential and proprietary.

C h i: im i
i m i trong s n ph m v marketing

37

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Nhi u ngnh ang tr nn c nh tranh v i nhi u s n ph m m i

Active SKUs MAT 3 Xu h ng nm New Variants in Last 2 MATs

1,346
Chm sc c th

662
Th c ph m v s a

147
u ng

143
Chm sc/v sinh nh c a
Data ending April 2011

38

Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.

 i m i gip cc s n ph m n i b t trn th tr ng

K th pm i

Cng ngh m i

Ti n l i m i

Ikun Tr u ng li n c gas Minute Maid Nutri Boost S a tri cy Close-Up Kem nh rng nng v l nh Comfort Sang Tao Hng hoa v tri cy k t h p

Sunsilk Co-creations Nano Complex

Knorr Gia vi Hoan Chinh K t h p s n nhi u gia vi

Extra chewing gums Microgranules

Chinsu Toi Ot N c m m ch m

P/S White Now B t xanh cho hi u qu tr ng rng t c th

Downy 1 Lan Xa M tl nx

39

Source: Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.

Cc s n ph m th c ph m v chm sc s c kh e t t cho s c kh e c ng i tiu dng a chu ng

Ng i Vi t Nam quan tm t i s c kh e c a mnh

Vfresh Fruit Juice T tt nhin

TH True Milk R t t nhin

Nam Ngu Fish Sauce: N c m m s ch

Lifebouy Body Soap Th o m c

Kotex Panty liners Hng t nhin

40

Source: Nielsen Omnibus March 2011, Nielsen Retail Audit Copyright 2011 The Nielsen Company. Confidential and proprietary.

Cc s n ph m v t ng thn thi n v i mi tr ng l xu h ng ang ln c a cc nh bn l v nh s n xu t

Thng tiu dng xanh 2011 Co.op Mart

Live Positive c a Coca-Cola

41

Source: Press articles Copyright 2011 The Nielsen Company. Confidential and proprietary.

Food for Thought

Lm th no v
t qua nh ng kh khn trong ng n h n g t hi thnh cng trong di h n?

42

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Food for Thought

Trong i u ki n kinh t hi n t i, hi u c GI TR no h ng t i khch hng l i u c bi t quan tr ng

Khuy n mi

Gi c

Gi l n

Ti p t c u t m b o thng hi u c th tng tr ng trong di h n M r ng ra thnh ph th c p/nng thn M r ng ra knh phn ph i hi n i

Vi t Nam ha thng hi u

Brand portfolio

43

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Nielsen Vietnam

44

Copyright 2011 The Nielsen Company. Confidential and proprietary.

Dabao Nielsen Top to Top Meeting

Stay connected to Nielsen Vietnam

vn.nielsen.com

www.twitter.com/nielsenvietnam

www.facebook.com/nielsenvietnam

45

Copyright 2011 The Nielsen Company. Confidential and proprietary.