milk drinking behaviors in vietnam
TRANSCRIPT
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Milk drinking behaviors in Vietnam
Preface - Do you drink milk?
59% 61% 60%
41% 39% 40%
Female Male All
Yes No
In our respondents from 18-44
years old, there are 60% of them
who drinks milk products.
We made the asking further to
understand their drinking milk
behaviors, brand preference,
purchase factors.
Q: Do you drink liquid milk in last 3 month? (non-flavored, flavored, soya, yoghurt drink)
Drinking frequency by milk types
Q: In last 03 months, how often do you drink for each type of suitable milk?
7% 4% 4% 2%
11%11%
2% 7%
16% 21%
11%12%
5%9%
18%
21%
11%
19%
16%
12%
11%
16%
18%
26%23%
16%
19%
18%18%
5%14%
2%
Fresh milk(No
flavour)
Fresh milk(Has
flavour)
Soya milk Yogurt milk
10-19
5% 3% 3% 2%
12% 14%6% 10%
23% 20%
18%22%
10% 12%
11%
12%
10% 11%
18%16%
11% 10% 14%15%
13%18% 19%
17%
17%12% 10% 8%
Fresh milk(No
flavour)
Fresh milk(Has
flavour)
Soya milk Yogurt milk
20-29
5% 3% 3% 2%
12% 14%6% 10%
23% 20%
18%22%
10% 12%
11%
12%
10% 11%
18%16%
11% 10% 14%15%
13%18% 19%
17%
17%12% 10% 8%
Fresh milk(No
flavour)
Fresh milk(Has
flavour)
Soya milk Yogurt milk
30-39
Preference in sweetness
4%
39%
32%
26%
13%
39%
34%
14%
9%
27%
19%
44%
Plain Light Sweetening Sweetening It depends
10-19 20-29 30-44
Sweetened milk are more popular among youth
Q: Which of the following milks do you take mostly?
Reason for drinking milk products
Health and nutrition are the two main reasons of drinking milk
Q: Please choose reasons why you drink milk? (The data is from those who drink milk and soymilk respectively)
67%
47%
40%37%
16%11% 9% 9% 7%
4% 4%0%
73%
36%
47%
29%
13%
29%
12%
5%10%
1% 1% 0%
70%
36%
50%
30%
11%
18%
11%9% 8%
2% 2% 1%
10-19
20-29
30-44
Reason for drinking milk products (for kids)
In addition to the health and nutrition factor, “taste” importance got higher for
kidsQ: Why do your kid(s) drink fresh milk?
78%
50%45%
10% 7% 5%
20%
2% 2%
70%
47%
36%30%
24%
13% 11% 9% 6%2% 1%
For kids For self
Concerns on drinking too much milk
23%27%
48%
65% 64%
48%
12%9%
5%
10-19 20-29 30-44
Yes No Not sure
Those who are in 30 and above are more concerned about drinking milk too much
Q: Do you have any concerns/problems about drinking milk too much?
Concerns on drinking too much milk: Reasons
39% 39%
23% 23%
15%
8%
0% 0%
53%
15%
1%
36%
9%
5%
12%
7%
60%
3%5%
45%
3%5%
3%0%
Gain weight Get acnes / getmy skins bad
Lose weight Makes mystomach bad
Get ulcer Others Get decoyedtooth
Get anemia
10-19
20-29
30-44
Weight and stomach concerns. Teens have acne concerns by drinking too much
Q: What are the concerns of drinking milk too much? (those who are concerned only)
Timing to take milk
49%
9% 9%
4% 2%
12%
23%26%
16%
30%
48%
7%11%
1%
9%
14%
23% 25%21%
29%
36%
7%
12%
2%
8%
13%
21%
27% 25%
45%10-19 20-29 30-44
During breakfast is the most common timing, while 30 and above tend to take
milk when they get tired
Q: When do you drink milk?
Information source
TVCF
Healthprogram
oftelevisio
n
InternetProductpackage
Family /friends /relatives
Store-front
(POPs)
Recommendation by
the storestaff
Magazine relateto health
Newspaper
relate tohealth
RadioStoreflyer
I do notlook forinformation about
milk
Others
10-19 51% 49% 35% 26% 25% 21% 18% 14% 11% 5% 4% 4% 2% 0%
20-29 50% 37% 37% 24% 18% 20% 15% 8% 17% 13% 3% 4% 4% 1%
30-44 55% 64% 21% 13% 3% 22% 16% 11% 14% 18% 3% 3% 0% 1%
10-19 20-29 30-44
TVCF and TV program (related with health) are effective information source
Q: How you search information about milk?
Purchase factor
Trustedbrand
Safe forhealth
Origin ofmilk
Quality ofproduct
Good forhealth
Product isreasonabl
e price
Highnutrition
Ingredients of milk
Product iswidely
recommeded
Freshtaste of
milk
Sweet inmilk
Fat inmilk
10-19 39% 39% 37% 28% 28% 25% 21% 19% 19% 14% 9% 5%
20-29 42% 36% 36% 34% 31% 20% 18% 15% 8% 16% 14% 11%
30-44 43% 29% 44% 44% 34% 27% 16% 16% 10% 3% 10% 10%
10-19 20-29 30-44
Elderly are concerned about more about quality and originQ: Please choose the important factors when you purchase milk (up to 3) (those who purchase milk
themselves only)
Purchase locations
SupermarketLocal grocery
store
Milk store (Vinamilk, TH True Milk,…)
Convenientstore
Local marketE-Commerce
websiteOthers
Online sellersare from
10-19 70% 42% 37% 33% 26% 5% 2% 0%
20-29 68% 48% 33% 35% 18% 3% 0% 1%
30-44 69% 48% 32% 35% 37% 4% 2% 3%
10-19 20-29 30-44
Supermarket is the most popular channel followed by local grocery stores
Q: Where do you usually buy milk? (those who purchase milk themselves only)
Purchased brand - Milk
Vinamilk Long Thanh Dutch Lady Nuti Ba Vi Moc Chau
10-19 83% 7% 33% 9% 14% 7%
20-29 78% 8% 33% 16% 8% 18%
30-44 81% 4% 25% 14% 10% 10%
10-19 20-29 30-44
Vinamilk is dominantly popular followed by Dutch lady
Q: What your fresh milk (no flavour) brand in purchasing in last 03 months?
(those who purchase milk themselves only)
Purchased brand – Flavored milk
Vinamilk Dutch Lady Ba Vi Moc Chau Long Thanh Nuti
10-19 77% 42% 14% 14% 7% 5%
20-29 69% 36% 4% 12% 4% 9%
30-44 78% 30% 9% 12% 4% 15%
10-19 20-29 30-44
Same trend as milk. Vinamilk dominates the marketQ: What your fresh milk (no flavour) brand in purchasing in last 03 months?
(those who purchase milk themselves only)
Purchased brand – Soya Milk
FamiSoya MilkVinamilk
Vinasoy Gold SoySoya milk
NutiVinasoy Me
DenSoya Milk
Number OneSoy Men Trisoy
10-19 68% 18% 14% 9% 5% 5% 4% 2% 0%
20-29 71% 21% 20% 10% 9% 9% 5% 0% 1%
30-44 63% 38% 18% 7% 7% 3% 3% 0% 3%
10-19 20-29 30-44
Fami is dominantly popular followed by Vinamilk and Vinasoy
Q: What your fresh milk (no flavour) brand in purchasing in last 03 months?
(those who purchase milk themselves only)
Summary
• 60% of respondents drink milk in last 3 month
• Health and nutrition are the two main reasons of drinking milk
• Around 30% of milk drinkers are concerned about drinking it too much.
Weight and stomach concerns. Teens have acne concerns by drinking too
much
• During breakfast is the most common timing, while 30 and above tend to
take milk when they get tired
• For purchasing, TVCF and TV program (related with health) are effective
information source. Elderly are concerned about more about quality and
origin
• Vinamilk is dominantly popular in Vietnam market
Respondent profile (N=773)
12%
65%
23%
Age
18-19 20-24 25-29
50%50%
Gender
Male Female
18%19%18%
17%
10%
4% 4%
7%
4%
Household income
Conducted on December, 2016
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17%
8% 8% 8% 8% 8% 7% 7% 7%
22%
0%1%
18%
31%
22%
14%
7%
3% 3%1%
<9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50-
Stats Q&Me
Active users by age Urban user ratio (top 6 provinces)
22%
51%
78%
49%
Stats Q&Me
Top 6 provinces Others
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