report about shampoo market in vietnam, 2014

Shampoo MarketTracking survey on 2014

Date: 11th June 2014

Table of content

A – Research Background Page 3

B – Research Design Page 4

C – Respondent profile Page 5

D – Key findings Page 6 - 9

E – Detail findings Page 10 - 21

2

A. Research background

3

Following up with the data presented in Q4/2012, W&S conducted internal research for shampoo market in

Q1/2014 to track the data.

The survey is conducted focus on following points:

■Usage and Attitude

Frequency of washing hair, important factors for product choice, purchase places, frequency of purchasing shampoo, type of packaging and volume.

■Brand awareness

Top-of-mind, total spontaneous and total awareness

B. Research design

4

Research Method Online research

Fieldwork Period May 2014

Research Area Nationwide

Respondent Criteria Male & Female aged 16 and over, main decision maker and buy for personal care products

Sample Size 470 samples

Number of Questions 7 Screening questions and 8 Main Questions

Survey Content ScreeningFrequency of washing hair, Living place, Age, Gender, Marital Status, Monthly Household Income, Decision maker and buyer.

Main Study

Important factors for choosing shampoo, Purchase places & Reasons for choosing, Frequencyof buying shampoo, Amount of money paid for once buying, Type of packaging, Brandawareness.

C. Respondent profile

5

■Current living city and province

41.7

11.3

47

Nothern

Central

Southern

■Gender

44.7

55.3

Male

Female

■Age

4.7

67.2

23.0

5.1 16 - 19 years old

20 - 29 years old

30 - 39 years old

40 years old and

above

■Monthly household income

19.4

39.1

41.5

Lower income (~ 7

million VND)

Middle income (7 ~

15 million VND)

Upper income (15

million VND ~)

D. Key findings

6

■Frequency of washing hair

Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more].

Male respondents are likely to wash hair more frequently than female ones. In fact, 97.6% males wash their hair [4 – 6 times per week

and more] while 53.5% females are [2 – 3 times per week and less than].

■Important factors for product choice

Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] stand out of important factors when

choosing a shampoo product with the mean of 4.37 and 4.31 respectively. The next one are [Healthy and strong hair] and [Hair

damage prevention] with respective mean of 4.24 and 4.19.

■Purchase places

[Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%.

Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products.

D. Key findings

7

■Frequency of purchasing shampoo

A few respondents purchase shampoo products [Regularly] (7.7%).

Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per 2 – 3 months].

■Purchase price

[50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products. The next one is

[100,001 – 150,000 VND] at 25.5%.

■Type of packaging and Volume

[301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchase the size of [Over 900 ml].

Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with 16.4%.

[Under 10 ml] gains the highest percentage for pack packaging at 65.3%.

For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9%.

D. Key findings

8

■Top-of-mind shampoo brands

[Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of

18.9% and 10.6%.

[Clear] is likely to have stronger awareness in male group with 51.0%.

■Total spontaneous

[Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by [Sunsilk].

[Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness.

■Total awareness

More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and 88.9% respectively.

[Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents.

E. Detail findings

9

1. Usage and Attitude

2. Brand awareness

Frequency of washing hair

10

Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more].

Male respondents are likely to wash hair more frequently than female ones. In fact, 97.6% males wash their hair [4 – 6 times per week and more] while

53.5% females are [2 – 3 times per week and less than].

Q. Please tell us how often you wash your hair? [SA]

nMore thanonce a day

Every day4-6 times per week

2-3 times per week

Once a week4 - 6 times per week and more

2 -3 times per week and less

Percent Percent Percent Percent Percent Percent Percent

Total 470 6.0 48.7 14.7 30.4 0.2 69.4 30.6

1 – Living Place

Northern 196 5.6 43.4 16.8 34.2 0 65.8 34.2

Central 53 11.3 43.4 9.4 35.8 0 64.2 35.8

Southern 221 5 54.8 14 25.8 0.5 73.8 26.2

2 - Gender

Male 210 12.9 80.5 4.3 2.4 0 97.6 2.4

Female 260 0.4 23.1 23.1 53.1 0.4 46.5 53.5

3 - Age

16 – 19 years old 22 9.1 50 18.2 18.2 4.5 77.3 22.7

20 – 29 years old 316 6.3 47.5 13.9 32.3 0 67.7 32.3

30 – 39 years old 108 5.6 50.9 19.4 24.1 0 75.9 24.1

40 years old and over 24 0 54.2 0 45.8 0 54.2 45.8

4 – Marital Status

Single 298 8.1 47 14.8 29.9 0.3 69.8 30.2

Married 162 2.5 50 14.8 32.7 0 67.3 32.7

Widowed / Divorced 9 0 77.8 11.1 11.1 0 88.9 11.1

Others 1 0 100 0 0 0 100 0.0

5 – Monthly Household Income

Lower income (~ 7 million VND) 91 11 44 14.3 29.7 1.1 69.2 30.8

Middle income (7 ~ 15 million VND) 184 4.9 45.7 19 30.4 0 69.6 30.4

Upper income (15 million VND ~) 195 4.6 53.8 10.8 30.8 0 69.2 30.8

6.0

48.7

14.7

30.4

0.2

0.0

20.0

40.0

60.0

Important factors

11

Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] stand out of important factors when choosing a

shampoo product with the mean of 4.37 and 4.31 respectively. The next one are [Healthy and strong hair] and [Hair damage prevention] with

respective mean of 4.24 and 4.19.

Q. Please tell us what factors concerning you when choosing a shampoo product? [Matrix SA]

n

Hair falling

prevention

Healthy and

strong hair

Clean scalp

Removing dirt

from hair

Good foaming

Not itchy Aroma

Hair damage preventio

n

Prestigious brand

Famous brand

International

brand

Reasonable price

Recycled packagin

g

Nice packagin

g

Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean

Total 470 4.16 4.24 4.31 4.10 3.33 4.37 3.81 4.19 4.01 3.50 3.20 3.84 2.73 3.11

1 – Living Place

Northern 196 4.14 4.24 4.35 4.14 3.41 4.40 3.83 4.16 4.02 3.51 3.23 3.87 2.68 3.10

Central 53 4.30 4.32 4.45 4.19 3.30 4.51 3.83 4.38 4.00 3.36 3.08 3.92 2.66 3.06

Southern 221 4.14 4.22 4.25 4.05 3.26 4.32 3.78 4.18 4.00 3.53 3.20 3.80 2.79 3.13

2 - Gender

Male 210 4.08 4.23 4.30 4.06 3.39 4.39 3.90 4.10 4.01 3.64 3.34 3.80 2.83 3.16

Female 260 4.23 4.25 4.33 4.13 3.28 4.36 3.73 4.27 4.00 3.39 3.08 3.88 2.65 3.07

3 - Age

16 – 19 years old 22 4.59 4.59 4.64 4.59 3.23 4.68 3.91 4.50 4.09 3.55 3.32 4.09 2.82 3.00

20 – 29 years old 316 4.14 4.22 4.27 4.07 3.31 4.35 3.75 4.19 4.00 3.49 3.18 3.85 2.69 3.08

30 – 39 years old 108 4.10 4.22 4.36 4.09 3.37 4.35 3.94 4.13 4.02 3.53 3.22 3.77 2.81 3.19

40 years old and over 24 4.38 4.29 4.38 4.17 3.38 4.46 3.88 4.25 4.00 3.54 3.29 3.83 2.83 3.21


Single 298 4.16 4.23 4.29 4.07 3.31 4.36 3.78 4.20 3.98 3.49 3.18 3.83 2.68 3.05

Married 162 4.12 4.24 4.35 4.14 3.35 4.39 3.85 4.16 4.03 3.51 3.23 3.85 2.81 3.20

Widowed / Divorced 9 4.78 4.67 4.67 4.44 3.67 4.78 4.00 4.67 4.67 3.67 3.22 4.00 2.89 3.33

Others 1 4.00 4.00 3.00 4.00 3.00 4.00 3.00 4.00 4.00 4.00 4.00 4.00 3.00 4.00


Lower income (~ 7 million VND) 91 4.12 4.24 4.27 4.18 3.43 4.37 3.75 4.14 3.95 3.44 3.20 3.91 2.78 3.07

Middle income (7 ~ 15 million VND) 184 4.17 4.24 4.29 4.03 3.29 4.39 3.85 4.20 3.93 3.52 3.18 4.01 2.71 3.15

Upper income (15 million VND ~) 195 4.17 4.24 4.36 4.13 3.31 4.36 3.79 4.21 4.11 3.52 3.22 3.66 2.72 3.09

Percentage of 10% higher than the Total

4.16 4.24 4.31 4.10

3.33

4.373.81

4.19 4.01

3.503.20

3.84

2.733.11

0.00

1.00

2.00

3.00

4.00

5.00

Purchase places

12

[Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%.

Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products.

Q. Please tell us where you often buy shampoo product? [MA]

nSupermarket Grocery

Hair-specialized

store

Commercial center /

Shopping mall

Convenience store

Online shopping website

One-price store

Hair salon Others

Percent Percent Percent Percent Percent Percent Percent Percent Percent

Total 470 86.2 57.7 23.8 43.4 33.8 4.5 2.8 5.7 0.4

1 – Living Place

Northern 196 83.2 58.7 29.6 43.4 38.3 4.1 2.0 7.7 0.0

Central 53 77.4 69.8 20.8 49.1 28.3 3.8 1.9 1.9 0.0

Southern 221 91.0 53.8 19.5 42.1 31.2 5.0 3.6 5.0 0.9

2 - Gender

Male 210 84.8 60.0 14.8 42.4 33.8 3.3 1.9 4.8 0.0

Female 260 87.3 55.8 31.2 44.2 33.8 5.4 3.5 6.5 0.8

3 - Age

16 – 19 years old 22 81.8 54.5 18.2 40.9 22.7 9.1 4.5 9.1 0.0

20 – 29 years old 316 86.4 63.3 23.1 40.8 38.3 3.8 2.2 4.7 0.3

30 – 39 years old 108 88.0 48.1 23.1 49.1 24.1 5.6 3.7 6.5 0.9

40 years old and over 24 79.2 29.2 41.7 54.2 29.2 4.2 4.2 12.5 0.0


Single 298 84.6 59.4 22.8 39.9 34.9 3.7 2.7 4.7 0.0

Married 162 88.3 56.8 25.3 50.6 32.7 5.6 2.5 7.4 1.2

Widowed / Divorced 9 100.0 22.2 33.3 33.3 11.1 11.1 11.1 11.1 0.0

Others 1 100.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 0.0


Lower income (~ 7 million VND) 91 81.3 65.9 15.4 34.1 29.7 4.4 2.2 4.4 0.0

Middle income (7 ~ 15 million VND) 184 83.2 55.4 23.9 41.3 32.6 3.3 3.3 6.5 0.5

Upper income (15 million VND ~) 195 91.3 55.9 27.7 49.7 36.9 5.6 2.6 5.6 0.5

86.2

57.7

23.8

43.433.8

4.5 2.8 5.70.4

0

20

40

60

80

100

Frequency of purchasing shampoo

13

A few respondents purchase shampoo products [Regularly] (7.7%).

Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per 2 – 3 months].

Q. Please tell us how often you re-purchase shampoo brand? [SA]

nMore than

once a weekOnce a week

Once per 2 - 3 weeks

Once a monthOnce per 2 - 3

months

Less than once per 3 monthsonce a week

Regular (Code 1 ~ 2)

Normal (Code 3 ~ 4)

Rarely (Code 5 ~ 6)

Total 470 3.2 4.5 10.6 39.6 35.5 6.6 7.7 50.2 42.1

1 – Living Place

Northern 196 2.0 2.0 14.3 37.2 37.8 6.6 4.1 51.5 44.4

Central 53 7.5 7.5 13.2 37.7 32.1 1.9 15.1 50.9 34.0

Southern 221 3.2 5.9 6.8 42.1 34.4 7.7 9.0 48.9 42.1

2 - Gender

Male 210 4.8 6.7 14.3 42.4 28.6 3.3 11.4 56.7 31.9

Female 260 1.9 2.7 7.7 37.3 41.2 9.2 4.6 45.0 50.4

3 - Age

16 – 19 years old 22 4.5 13.6 0.0 36.4 36.4 9.1 18.2 36.4 45.5

20 – 29 years old 316 3.5 4.4 12.7 39.9 33.2 6.3 7.9 52.5 39.6

30 – 39 years old 108 2.8 1.9 8.3 40.7 42.6 3.7 4.6 49.1 46.3

40 years old and over 24 0.0 8.3 4.2 33.3 33.3 20.8 8.3 37.5 54.2


Single 298 3.7 5.0 10.7 39.9 34.2 6.4 8.7 50.7 40.6

Married 162 2.5 3.7 10.5 38.3 38.3 6.8 6.2 48.8 45.1

Widowed / Divorced 9 0.0 0.0 11.1 44.4 33.3 11.1 0.0 55.6 44.4

Others 1 0.0 0.0 0.0 100.0 0.0 0.0 0.0 100.0 0.0


Lower income (~ 7 million VND) 91 4.4 9.9 18.7 30.8 27.5 8.8 14.3 49.5 36.3

Middle income (7 ~ 15 million VND) 184 1.6 3.8 12.0 46.2 30.4 6.0 5.4 58.2 36.4

Upper income (15 million VND ~) 195 4.1 2.6 5.6 37.4 44.1 6.2 6.7 43.1 50.3

Percentage of 10% higher than the Total

3.2 4.5

10.6

39.635.5

6.6

0

20

40

60

Purchase price

14

[50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products. The next one is [100,001 –

150,000 VND] at 25.5%.

Q. Please tell us how much you usually pay for once buying shampoo products on average? [SA]

nUnder 50,000 VND

50,000 - 100,000 VND

100,001 - 150,000 VND

150,001 - 200,000 VND

200,001 - 250,000 VND

250,001 - 300,000 VND

Over 300,000 VND

Total 470 13.2 38.9 25.5 12.1 4.0 3.4 2.8

1 – Living Place

Northern 196 13.8 34.7 26.0 12.8 5.1 4.6 3.1

Central 53 18.9 32.1 30.2 9.4 5.7 1.9 1.9

Southern 221 11.3 44.3 24.0 12.2 2.7 2.7 2.7

2 - Gender

Male 210 15.2 42.9 24.8 8.6 3.8 4.3 0.5

Female 260 11.5 35.8 26.2 15.0 4.2 2.7 4.6

3 - Age

16 – 19 years old 22 22.7 36.4 18.2 13.6 4.5 0.0 4.5

20 – 29 years old 316 15.8 44.3 22.8 10.8 2.2 1.9 2.2

30 – 39 years old 108 6.5 27.8 32.4 13.9 8.3 6.5 4.6

40 years old and over 24 0.0 20.8 37.5 20.8 8.3 12.5 0.0


Single 298 16.1 45.0 23.5 9.1 2.7 1.3 2.3

Married 162 8.0 29.0 29.6 18.5 5.6 6.2 3.1

Widowed / Divorced 9 0.0 22.2 22.2 0.0 22.2 22.2 11.1

Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0


Lower income (~ 7 million VND) 91 28.6 42.9 17.6 5.5 2.2 2.2 1.1

Middle income (7 ~ 15 million VND) 184 13.6 40.2 27.7 10.3 3.3 2.2 2.7

Upper income (15 million VND ~) 195 5.6 35.9 27.2 16.9 5.6 5.1 3.6

13.2

38.9

25.5

12.1

4.0 3.4 2.8

0.0

20.0

40.0

60.0

Type of packaging and Volume

15

[301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchase the size of [Over 900 ml].

Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with 16.4%.

Q. Please tell us what packaging and what volume you usually buy? [Matrix SA]

nUnder 10

ml10 - 50 ml 51 - 100 ml

101 - 200 ml

201 - 300 ml

301 - 500 ml

501 - 600 ml

601 - 700 ml

701 - 800 ml

801 - 900 ml

Over 900 ml

Total 460 0 0 2.4 12.8 13.9 23.9 13.5 5.9 6.3 6.1 15.2

1 – Living Place

Northern 192 0.0 0.0 3.6 8.9 15.6 22.9 13.0 7.3 8.9 7.8 12.0

Central 50 0.0 0.0 0.0 24.0 10.0 20.0 14.0 2.0 2.0 10.0 18.0

Southern 218 0.0 0.0 1.8 13.8 13.3 25.7 13.8 5.5 5.0 3.7 17.4

2 - Gender

Male 207 0.0 0.0 1.0 16.4 15.5 25.1 12.6 6.8 6.8 6.3 9.7

Female 253 0.0 0.0 3.6 9.9 12.6 22.9 14.2 5.1 5.9 5.9 19.8

3 - Age

16 – 19 years old 21 0.0 0.0 0.0 14.3 23.8 19.0 9.5 4.8 9.5 0.0 19.0

20 – 29 years old 310 0.0 0.0 2.9 12.3 12.9 24.2 14.8 6.1 6.5 5.5 14.8

30 – 39 years old 105 0.0 0.0 1.9 12.4 18.1 22.9 12.4 4.8 5.7 8.6 13.3

40 years old and over 24 0.0 0.0 0.0 20.8 0.0 29.2 4.2 8.3 4.2 8.3 25.0


Single 291 0.0 0.0 2.1 11.7 15.1 25.1 15.8 5.5 5.2 5.5 14.1

Married 159 0.0 0.0 2.5 14.5 11.3 21.4 9.4 6.9 8.8 7.5 17.6

Widowed / Divorced 9 0.0 0.0 11.1 22.2 11.1 33.3 11.1 0.0 0.0 0.0 11.1

Others 1 0.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 0.0 0.0 0.0


Lower income (~ 7 million VND) 88 0.0 0.0 4.5 13.6 12.5 22.7 15.9 8.0 4.5 4.5 13.6

Middle income (7 ~ 15 million VND) 180 0.0 0.0 2.2 12.2 14.4 28.9 12.2 3.3 6.1 3.9 16.7

Upper income (15 million VND ~) 192 0.0 0.0 1.6 13.0 14.1 19.8 13.5 7.3 7.3 8.9 14.6

0 02.4

12.8 13.9

23.9

13.5

5.9 6.3 6.1

15.2

0

20

40

60

1 - Bottle


16

[Under 10 ml] gains the highest percentage for pack packaging at 65.3%.


nUnder 10ml 10 - 50 ml 51 - 100 ml

101 - 200 ml

201 - 300 ml

301 - 500 ml

501 - 600 ml

601 - 700 ml

701 - 800 ml

801 - 900 ml

Over 900 ml

Total 346 65.3 34.7 0 0 0 0 0 0 0 0 0

1 – Living Place

Northern 146 63.7 36.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Central 40 57.5 42.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Southern 160 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

2 - Gender

Male 156 59.6 40.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Female 190 70.0 30.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

3 - Age

16 – 19 years old 16 50.0 50.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

20 – 29 years old 240 67.1 32.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

30 – 39 years old 74 62.2 37.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0



Single 224 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Married 115 57.4 42.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0


Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0





65.3

34.7

0 0 0 0 0 0 0 0 0

0

20

40

60

80

2 - Pack


17

For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9%.


nUnder 10ml 10 - 50 ml 51 - 100 ml

101 - 200 ml

201 - 300 ml

301 - 500 ml

501 - 600 ml

601 - 700 ml

701 - 800 ml

801 - 900 ml

Over 900 ml

Total 216 0 0 38.0 25.9 13.4 11.6 8.8 2.3 0 0 0

1 – Living Place

Northern 87 0.0 0.0 43.7 25.3 17.2 6.9 4.6 2.3 0.0 0.0 0.0

Central 27 0.0 0.0 51.9 14.8 11.1 11.1 11.1 0.0 0.0 0.0 0.0

Southern 102 0.0 0.0 29.4 29.4 10.8 15.7 11.8 2.9 0.0 0.0 0.0

2 - Gender

Male 98 0.0 0.0 44.9 25.5 14.3 3.1 8.2 4.1 0.0 0.0 0.0

Female 118 0.0 0.0 32.2 26.3 12.7 18.6 9.3 0.8 0.0 0.0 0.0

3 - Age

16 – 19 years old 10 0.0 0.0 40.0 30.0 20.0 10.0 0.0 0.0 0.0 0.0 0.0

20 – 29 years old 147 0.0 0.0 37.4 23.8 14.3 12.9 9.5 2.0 0.0 0.0 0.0

30 – 39 years old 48 0.0 0.0 39.6 33.3 8.3 8.3 6.3 4.2 0.0 0.0 0.0



Single 132 0.0 0.0 35.6 25.0 15.9 12.9 9.1 1.5 0.0 0.0 0.0

Married 78 0.0 0.0 42.3 28.2 10.3 9.0 6.4 3.8 0.0 0.0 0.0


Others 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0





0 0

38.0

25.9

13.4 11.6 8.82.3 0 0 0

0

20

40

60

80

3 - Tube

E. Detail findings

18

1. Usage and Attitude

2. Brand awareness

Top-of-mind shampoo brands

19

[Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of 18.9% and 10.6%.

[Clear] is likely to have stronger awareness in male group with 51.0%.

Q1. When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA]

nClear X-men Pantene

Head & Shoulders

Sunsilk Rejoice Dove Romano LifebuoyDouble Rich

Enchanteur

Others

Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent

Total 470 39.1 6.2 10.2 10.6 18.9 1.1 7.9 1.7 0.2 0.4 0.0 3.6

1 – Living Place

Northern 196 36.2 6.6 14.3 7.7 19.4 1.0 9.2 2.0 0.0 0.5 0.0 3.1

Central 53 41.5 5.7 3.8 9.4 20.8 1.9 15.1 1.9 0.0 0.0 0.0 0.0

Southern 221 41.2 5.9 8.1 13.6 18.1 0.9 5.0 1.4 0.5 0.5 0.0 5.0

2 - Gender

Male 210 51.0 13.8 3.8 10.0 8.6 1.9 3.3 3.8 0.0 0.5 0.0 3.3

Female 260 29.6 0.0 15.4 11.2 27.3 0.4 11.5 0.0 0.4 0.4 0.0 3.8

3 - Age

16 – 19 years old 22 54.5 4.5 9.1 0.0 13.6 4.5 9.1 0.0 0.0 0.0 0.0 4.5

20 – 29 years old 316 39.9 6.0 8.9 9.8 19.9 0.6 9.5 1.9 0.3 0.3 0.0 2.8

30 – 39 years old 108 38.0 7.4 12.0 14.8 17.6 0.9 2.8 1.9 0.0 0.9 0.0 3.7

40 years old and over 24 20.8 4.2 20.8 12.5 16.7 4.2 8.3 0.0 0.0 0.0 0.0 12.5


Single 298 39.3 6.4 8.4 9.4 21.1 0.7 8.1 1.7 0.3 0.3 0.0 4.4

Married 162 39.5 5.6 14.2 11.7 16.0 1.9 6.2 1.9 0.0 0.6 0.0 2.5

Widowed / Divorced 9 22.2 11.1 0.0 33.3 0.0 0.0 33.3 0.0 0.0 0.0 0.0 0.0

Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0


Lower income (~ 7 million VND) 91 37.4 7.7 6.6 8.8 17.6 2.2 15.4 0.0 0.0 0.0 0.0 4.4

Middle income (7 ~ 15 million VND) 184 40.2 7.1 9.2 7.6 21.2 1.6 6.5 2.7 0.5 0.5 0.0 2.7

Upper income (15 million VND ~) 195 39.0 4.6 12.8 14.4 17.4 0.0 5.6 1.5 0.0 0.5 0.0 4.1

39.1

6.210.2 10.6

18.9

1.17.9

1.7 0.2 0.4 0 3.6

0

20

40

60

80

100

Total spontaneous

20

[Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by Sunsilk.

[Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness.

Q1. When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA]


Head & Shoulders


Enchanteur

Others


Total 470 79.4 32.1 42.6 46.2 68.1 31.5 43.4 21.3 6.8 8.1 8.5 22.1

1 – Living Place

Northern 196 79.1 32.1 46.9 33.7 68.9 28.1 48.5 18.9 3.1 8.7 10.7 20.9

Central 53 83.0 28.3 37.7 45.3 75.5 32.1 49.1 34.0 5.7 5.7 11.3 20.8

Southern 221 78.7 33.0 39.8 57.5 65.6 34.4 37.6 20.4 10.4 8.1 5.9 23.5

2 - Gender

Male 210 81.4 61.0 26.7 41.4 54.3 25.7 24.3 41.9 8.6 2.9 3.8 20.0

Female 260 77.7 8.8 55.4 50.0 79.2 36.2 58.8 4.6 5.4 12.3 12.3 23.8

3 - Age

16 – 19 years old 22 95.5 27.3 63.6 59.1 68.2 45.5 45.5 18.2 0.0 0.0 4.5 9.1

20 – 29 years old 316 80.1 33.9 40.2 46.5 70.3 31.0 46.2 23.7 7.3 10.1 8.2 22.8

30 – 39 years old 108 77.8 28.7 44.4 44.4 61.1 30.6 33.3 14.8 7.4 3.7 7.4 24.1



Single 298 79.5 32.9 43.0 46.6 68.5 30.9 43.0 23.8 7.0 10.7 7.4 23.5

Married 162 79.0 30.9 42.6 45.7 67.3 32.7 42.6 15.4 6.8 3.7 10.5 18.5


Others 1 100.0 100.0 0.0 0.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 100.0





79.4

32.1

42.6 46.2

68.1

31.5

43.4

21.3

6.8 8.1 8.5

22.1

0

20

40

60

80

100

Total awareness

21

More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and 88.9% respectively.

[Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents.

Q. Please tell us what shampoo brands you know in the list below? [MA]


Head & Shoulders


Enchanteur

Others


Total 470 95.5 88.1 78.9 88.9 90.9 85.7 86 84.3 73.6 82.8 77.9 4.0

1 – Living Place

Northern 196 97.4 89.8 81.6 90.3 92.3 87.8 90.3 87.8 73.0 87.2 84.7 3.1

Central 53 92.5 90.6 73.6 81.1 84.9 73.6 81.1 84.9 69.8 79.2 73.6 5.7

Southern 221 94.6 86.0 77.8 89.6 91.0 86.9 83.3 81.0 75.1 79.6 72.9 4.5

2 - Gender

Male 210 94.8 92.9 65.7 84.3 84.3 78.6 76.2 87.1 64.8 72.9 62.9 2.9

Female 260 96.2 84.2 89.6 92.7 96.2 91.5 93.8 81.9 80.8 90.8 90.0 5.0

3 - Age

16 – 19 years old 22 90.9 77.3 77.3 86.4 81.8 72.7 72.7 68.2 59.1 63.6 54.5 4.5

20 – 29 years old 316 96.5 88.6 77.2 87.7 92.1 85.8 86.1 85.8 73.7 82.9 78.8 4.7

30 – 39 years old 108 94.4 88.9 84.3 92.6 88.9 89.8 87.0 87.0 77.8 88.0 83.3 1.9



Single 298 96.0 86.2 77.5 88.3 91.6 83.9 83.2 82.9 70.8 81.2 75.5 4.4

Married 162 94.4 91.4 81.5 90.1 89.5 89.5 90.1 86.4 79.6 86.4 82.7 3.1


Others 1 100.0 100.0 0.0 0.0 0.0 0.0 100.0 100.0 0.0 0.0 0.0 0.0





95.5 88.178.9

88.9 90.9 85.7 86.0 84.3

73.682.8

77.9

4.0

0

20

40

60

80

100

W&S Joint Stock Company 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 140,000 memberspanel with various segmentations across Vietnam.

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W&S Joint Stock Company» Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC» Office phone: (848) 38 223 215 Fax: (848) 38 223 216» Email: [email protected] » Website: http://vinaresearch.jp/

The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of thissurvey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website addresshttp://vinaresearch.jp).

report about shampoo market in vietnam, 2014

Lifestyle