your consumer from head to toe (nielsenvietnam, 2007)
DESCRIPTION
Consumer fact pack done by the Nielsen Vietnam in May 2007.TRANSCRIPT
Confidential & Proprietary • Copyright © 2007 The Nielsen Company
Consumer Fact PackPresented by:Chris Morley – Managing Director ACNielsen VietnamMay 2007For more information contact [email protected]
Confidential & Proprietary • Copyright © 2007 The Nielsen Company
Head-line...76% of people visit the barbersToe-job…55% of women have a pedicure whilst thereChris Morley – Managing Director ACNielsen Vietnam
Your consumers from Head to Toe Page 3May 22, 2007 Confidential & Proprietary
Copyright © 2007 The Nielsen Company
ACNielsen Class Definitions
Our class definitions use a combination of durable ownership (proof of wealth) and housing class type which we have modeled against other factors to produce the most reliable method of Socio Economic segmentation.
This is required in Vietnam, in our opinion, due to sources of income and wealth outside of claimed income ranges.
Email [email protected] for more information
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Population and Economics
Your consumers from Head to Toe Page 5May 22, 2007 Confidential & Proprietary
Copyright © 2007 The Nielsen Company
Vietnam population by age group in 200060% Under 30 in 2000. In 1990 51% <$1 per day
0
1
2
3
4
5
6
7
8
9
10
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Mill
ions
Source: Government Statistics Offices
Your consumers from Head to Toe Page 6May 22, 2007 Confidential & Proprietary
Copyright © 2007 The Nielsen Company
0
1
2
3
4
5
6
7
8
9
10
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Mill
ions
0
1
2
3
4
5
6
7
8
9
10
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Mill
ions
Vietnam population by age group in 200515-24 years grow fastest, 2006 only 8% <$1 day
Source: Government Statistics Offices
Your consumers from Head to Toe Page 7May 22, 2007 Confidential & Proprietary
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Vietnam population by age group in 2010Working population growth, set to exceed $1,000 GDP per head
0
1
2
3
4
5
6
7
8
9
10
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Mill
ions
Source: Government Statistics Offices
0
1
2
3
4
5
6
7
8
9
10
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Mill
ions
Your consumers from Head to Toe Page 8May 22, 2007 Confidential & Proprietary
Copyright © 2007 The Nielsen Company
Vietnam population by age group in 2015Dependency Ratio Drops
0
1
2
3
4
5
6
7
8
9
10
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Mill
ions
0
1
2
3
4
5
6
7
8
9
10
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Mill
ions
Source: Government Statistics Offices
Your consumers from Head to Toe Page 9May 22, 2007 Confidential & Proprietary
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Vietnam population by age group in 202022 million more over 30s than 2000
0
1
2
3
4
5
6
7
8
9
10
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Mill
ions
0
1
2
3
4
5
6
7
8
9
10
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Mill
ions
Source: Government Statistics Offices
Your consumers from Head to Toe Page 10May 22, 2007 Confidential & Proprietary
Copyright © 2007 The Nielsen Company
Local Economic Growth
2.8
4.85.9
4.0
12.0
8.6
4.4
10.6
5.5
3.8
10.2
7.0
Agriculture Industry Services
1990 1995 2000 2005
5yr average growth (%)
3219
2541
43 41
1990 2005
ServicesIndustryAgriculture
Share of GDP (%)
Source: Government Statistics Offices
Your consumers from Head to Toe Page 11May 22, 2007 Confidential & Proprietary
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The Economy and My Economics(percentage)
40
68
51
25
55
3 1
Status Of Our Economy My Own HouseholdFinances
ExcellentGoodFairPoor
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 12May 22, 2007 Confidential & Proprietary
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Import and Export Trade
11 12 1316
2123
8 8 9 10 12 14
46
7
9
11
14
7 7 810
14
19
0
5
10
15
20
25
30
35
40
2000 2001 2002 2003 2004 2005
Bill
ions
US$
Foreign Sector ExportForeign Sector ImportDomestic Sector ExportDomestic Sector Import
Source: Government Statistics Offices
Export
Import
Your consumers from Head to Toe Page 13May 22, 2007 Confidential & Proprietary
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Income GrowthHCMC & HANOI (nearly 2million >US$430 pm by 2009)
33%24%
14% 9% 6% 4% 2% 2%
48%53%
53%51%
43%31%
21% 14%
14% 15%24%
30%39%
47%54%
58%
6% 8% 8% 11% 12% 18% 23% 26%
2002 2003 2004 2005 2006 2007F 2008F 2009F
7+m VND4-7m VND2-4m VND<2m VND
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 14May 22, 2007 Confidential & Proprietary
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Fuel Prices Almost Doubled Since 2004
0
2,000
4,000
6,000
8,000
10,000
12,000
Jun-01
Dec-01
Jun-02
Dec-02
Jun-03
Dec-03
Jun-04
Dec-04
Jun-05
Dec-05
Jun-06
Dec-06
est
VND
Gas 92 Gas 90 Gas 83 Diesel Petroleum Mazut.2B
Source: Government Statistics Offices
Your consumers from Head to Toe Page 15May 22, 2007 Confidential & Proprietary
Copyright © 2007 The Nielsen Company
Petrol Spend / Month(Individuals)
1%
3%
10%
27%
21%
16%
11%
6%
2%
2%
2%
<50,000
50,000 - 75,000
76,000 - 100,000
101,000 - 150,000
151,000 - 200,000
201,000 - 250,000
251,000 - 300,000
301,000 - 350,000
351,000 - 400,000
451,000 - 500,000
> 500,000
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 16May 22, 2007 Confidential & Proprietary
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Urban Income Outstrips Price Increases(cumulative growth indexed on 2002)
100%103%
111%
120%
131%
100%
113%
130%
150%
173%
2002 2003 2004 2005 2006F
Effect of RPIEffect of Income Gwth
Source: Government Statistics Offices
Your consumers from Head to Toe Page 17May 22, 2007 Confidential & Proprietary
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Vietnamese Living StandardsSpending Power (expenditure/population) in US$ Per annum
$372
$589
$165
$227
1999 2004
URBAN
RURAL
Source: Government Statistics Offices
Your consumers from Head to Toe Page 18May 22, 2007 Confidential & Proprietary
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Urban and Rural Growth GDP Per CapitaCompound Growth in GDP, Indexed on 2002
100%108%
120%
135%
152%
172%
198%
100% 101% 105%113%
131%
151%
174%
2000
2001
2002
2003
2004
2005
2006
E
URBANRURAL
Source: Government Statistics Offices
Your consumers from Head to Toe Page 19May 22, 2007 Confidential & Proprietary
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The opportunity for Further GrowthGPD per Head at Purchasing Power Parity (US = 100)
6.4% 7.3% 8.5%12.3% 12.5%
19.1%23.5%
43.9%49.8%
65.7%
75.8% 76.1%
Vietna
mInd
ia
Indon
esia
Philipp
ines
China
Thaila
nd
Malays
iaKore
a
Taiwan
Singap
oreJa
pan
Hong K
ong
Source: Government Statistics Offices & UN reports
Your consumers from Head to Toe Page 20May 22, 2007 Confidential & Proprietary
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UrbanizationUnited Nations Forecast (%)
22 24 27 2932
3640
43
3642
4853
5862
6568
27 28 29 30 32 3538
41
1995
2000
2005
2010
2015
2020
2025
2030
Vietnam Indonesia IndiaSource: UN Reports
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The Urban Vietnamese Family
Your consumers from Head to Toe Page 22May 22, 2007 Confidential & Proprietary
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62% Of Households have 4 or 5 peopleHCMC and Hanoi (%)
0
9
24
38
14
7
5
3
1
1
1 PERSON
2 PERSON
3 PERSON
4 PERSON
5 PERSON
6 PERSON
7 PERSON
8 PERSON
9 PERSON
10 PERSON
% of people in HH
15
54
18
10
3
1 PERSON
2 PERSON
3 PERSON
4 PERSON
5 PERSON % Earners in HH
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 23May 22, 2007 Confidential & Proprietary
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Ave Household Size
3.1
2.4
1961 2004
7 million single person HH
4.74.4
1999 2004
Changes to come?
Source: Government Statistics Offices
Your consumers from Head to Toe Page 24May 22, 2007 Confidential & Proprietary
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In Five Years Males +2, Females +1Similar to a “traditional” UK society in 1961
25
27
24
26
28
25
23
24
MalesVN1999
MalesVN2004
FemalesVN1999
FemalesVN2004
Average age of having first childAverage age of first marriage
26
31
29
27
34
32
23
24
MalesUK1961
MalesUK2004
FemalesUK1961
FemalesUK2004
Average age of having first childAverage age of first marriage
Source: Government Statistics Offices & ACNielsen Omnibus
Your consumers from Head to Toe Page 25May 22, 2007 Confidential & Proprietary
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US Demographic Shiftpercentage unless otherwise stated
26
10
73
84
105
17
21
36
8169
55
63
One Person HH
5+ HH
Women single 20-24yrs
Men NeverMarried 30-34Yrs
Family HH
Millions of HH
2000 1970
Source: Government Statistics Offices
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Shopping and Lifestyle
Your consumers from Head to Toe Page 27May 22, 2007 Confidential & Proprietary
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Waking Up & Going To BedTaiwan the latest to get up, Vietnam one of the earliest (%)
0
6
24
29
15
26
11
44
33
9
20
Before5am
5-6am 6-7am 7-8am 8-9am After9am
Taiwan
Vietnam
Getting Up
Source: ACNielsen Sleeping Habits
0 1
6
24
34 35
2
12
46
36
41
Before9pm
9-10pm 10-11pm
11-12pm
12-1am after1am
Taiwan
Vietnam
Going to Bed
Your consumers from Head to Toe Page 28May 22, 2007 Confidential & Proprietary
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Fresh Food Purchases
8
50
43
10
2
1
2
6
6
Before 6.30am
6:30am - 8:00am
8:00am - 9:30am
9:30am to 11:00am
11:00am - 1:30pm
1:30pm - 3:00pm
3:00pm - 4:30pm
4:30pm - 6:00pm
After 6:00pmPercent by Time Slot
Source: ACNielsen Shopper Trends
Your consumers from Head to Toe Page 29May 22, 2007 Confidential & Proprietary
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Main Household Expenses(percentage split)
2
1
5
8
7
10
10
24
35
4
10
6
2
8
8
11
20
38
Health
Housing
Clothing and footwear
Insurance (Life&Other)
Fuel, Light, Water
Transportation, Telephone& Communication
Education
Saving (not includinginsurance)
Food & beverage
AB EFSource: ACNielsen Omnibus
Your consumers from Head to Toe Page 30May 22, 2007 Confidential & Proprietary
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Average Monthly Spending Grocery & Personal Care Vs. Fresh Food
$95
$109
$131
$84
$98
$59
Year 2003 Year 2004 Year 2005
Total Expenditure US$ Fresh Food US$
74%77%
62%
Source: ACNielsen Shopper Trends
Your consumers from Head to Toe Page 31May 22, 2007 Confidential & Proprietary
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Wet Market Still Dominates In Vietnam
VietnamPhilippines
IndonesiaThailand
Malaysia
IndiaKorea
Japan
China
HKTaiwan
Australia
SingaporeNZ
Wet
Mar
kets
–re
gula
r use
rs %
70%70%70%
50%50%50%
High
Low HighTraditional Grocery Stores – regular users % Source: ACNielsen Shopper Trends
Your consumers from Head to Toe Page 32May 22, 2007 Confidential & Proprietary
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Shopping Partners
With others
45%Alone55%
15%
21%
27%
37%
Friend(s)
Child/Children
Partner
Family
With Others % Split
Source: ACNielsen Shopper Trends
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Ownership And Attitudes
Your consumers from Head to Toe Page 34May 22, 2007 Confidential & Proprietary
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The Basics
65 9
9784 55
9993
24
100
89
51
78
41
1
97
93
83
99
98
99
98
98
96
AB CD EF
Color TV
Rice cooker
Iron
Washing machine
Gas stove/cooker
Fridge/Freezer
Fixed Line Phone
Air-Con
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 35May 22, 2007 Confidential & Proprietary
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Changes Since 1996
89 98 9834
88 10051
86 99
0
6889
3
5075
16
49
78
7
27
65
1996 2006 AB 2006
Air-conditioner
Washing machine
PC
Hand Phone
Fridge/Freezer
Gas stove
Color TV
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 36May 22, 2007 Confidential & Proprietary
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Motorbike and Car Ownership
8
0
25
75
0
55
29
0
Car
Motor bike - lessthan 12 mil VND
Motor bike 12-24mVND
Motor bike >24mVND
E&F
A class
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 37May 22, 2007 Confidential & Proprietary
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Top 10 Motorbike Brandspercentage ownership
1121 24
10 12 1219
10
19 11
1420
13
1810
98
1110
7
1212
26
11 3
1
9107
5 6
8
6
12
65 7
8
74 1 7
10
10
3
4 5 5 63
10
4 2 5 2 39
4 2 3 25 7
HCMCHANOI
18-30
31-40
41-50 AB CD
Future II
Nouvo (Yamaha)
Attila (SYM - VMEP)
Future cuõ (Honda)
Dream (TQ)
Jupiter (Yamaha)
Wave (TQ)
Super Dream (Honda)
Dream Import (Honda)
Wave Alpha (Honda)
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 38May 22, 2007 Confidential & Proprietary
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Trading Up To Scooters(what would you most consider to buy)
65
32
16
32
68
84
3 1
AB CD EF
ScooterStandardReplica
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 39May 22, 2007 Confidential & Proprietary
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Intention to purchase a Car
76
13
4
1
2
3
1
67
27
2
1
1
2
0 10 20 30 40 50 60 70 80
No intention to buy
Intend to buy but no specifictiming
More than 5 years
3-5 years
2-3 years
1-2 years
Within one year or less HanoiHCMC
Source: ACNielsen Omnibus
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Hi Tech Goods
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Hi-Tech Ownership(Households)
13
17
21
30
31
49
69
85
86
99
20
17
32
7
7
36
60
CD player
VDO camera
Radio
VCR
Radio/cassette/Audio(noCD)
Microwave
Photo camera
Computer
Hand phone
Audio system wCD/VCD/DVD
E&F (%)
A class (%)
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 42May 22, 2007 Confidential & Proprietary
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Computer Ownership HCMC(Households)
39%
17%
5%1% 0%
18%
88%
76%
65%
15%
4%0%
45%
Class A Class B Class C Class D Class E Class F All SECS
200220042006
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 43May 22, 2007 Confidential & Proprietary
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Mobile Phone Ownership HCMC(Households)
98%
90%
80%
64%
72%
50%
24%
12%
3%
25%
Class A
Class B
Class C
Class D
All SECS
200220042006
Source: ACNielsen Omnibus
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Vietnam Online
Your consumers from Head to Toe Page 45May 22, 2007 Confidential & Proprietary
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Internet UsageHCMC & Hanoi
32%
41%
24%
53%
23%
10%
Total Male Female 18-30 31-40 42-50Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 46May 22, 2007 Confidential & Proprietary
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10% Of the World Have Bought Online(Last 3 Purchases)
22%
21%
20%
18%
17%
16%
14%
13%
12%
10%
6%
4%
4%
3%
1%
19%
34%Books
Videos/DVD/Game
Airline Reservation
Clothing/Accessories/Shoes
Music
Electronics
Computer Hardware
Tours/Hotel Reservation
Computer Software
Event Tickets
Cosmetics/Nutritional
Groceries
Sports Goods
Toys/Dolls
Automobiles & Parts
Sports Memorabilia
OtherSource: ACNielsen Omnibus
Your consumers from Head to Toe Page 47May 22, 2007 Confidential & Proprietary
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Payment Methods Globally
23%
13%
12%
11%
8%
5%
3%
2%
2%
1%
5%
59%Credit Card
Bank Transfer
COD-Cash On Delivery
PayPal
Debit Card
Money Transfer
Postal Transfer
Cash Paid In Person by the Buyer
Payments Through A Convenience Store
Cash In The Mail
Pre-Paid Card
Other
* 59% of which Visa Card
Source: ACNielsen Global Online Study
Your consumers from Head to Toe Page 48May 22, 2007 Confidential & Proprietary
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Uses of the internet in HCMC and HanoiBy Age Group
2%
3%
3%
5%
11%
14%
15%
33%
38%
57%
63%
72%
14%
10%
0%
0%
0%
27%
3%
0%
34%
14%
81%
43%
Checking the weather
Shopping online
Listening to music
Job search
Dating online
Work
Study/homework
Watching movies
Play games
Catching up with news/current affairs
Chatrooms
18-30 41-50
Source: ACNielsen Omnibus
50%
31%
15%
3%
InternetService
At home
At work
At internetcafe
Your consumers from Head to Toe Page 49May 22, 2007 Confidential & Proprietary
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Frequency of using the Internet in HCMC and Hanoi(32% of Total Population of HCMC and Hanoi currently Online)
13%
40%
22%
15%
4%1%
<30 min
31-60 min
1-2 hours
2-3 hours
3-4 hours
4-5 hours
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 50May 22, 2007 Confidential & Proprietary
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Email The New Snail Mail?
90%
53%
36%
26%20%
10% 11%
31%24%
45%
54%59%
50%
70%
18-20 21-25 26-30 31-35 36-40 41-45 46-50
Online in 2006?
Those OnlineUsing Email
Source: ACNielsen Omnibus
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Personal Care and Holidays…
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76%People Visit The Barbers Shop/Hair Salon(percentage amongst those visiting)
0
2
0
1
1
2
8
0
0
60
60
21
96
Make up
Colouring
Eyebrows pluck
Perm
Facial mask
Hair style
Facial massage
Pedicure
Manicure
Ear cleaning
Shave
Hair shampoo
Hair cut only
Men 4
5
8
7
14
29
35
48
55
0
0
80
69
Women
Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 53May 22, 2007 Confidential & Proprietary
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Top 10 Holiday DestinationsFrom HCMC From Hanoi
2
3
3
3
4
6
7
7
9
27
Ha Noi
Long Hai
Long An
Ñam Sen
Suoi Tien
Phan Thiet (Mui Ne)
DKNA
Da Lat
Nha Trang
Vung Tau
Last Holiday (%)3
4
4
5
5
7
7
9
11
14
Hai Duong
Thai Binh
Quang Ninh
Sapa
Nam Dinh
Vinh
Ha Long Bay
Hai Phong
Ha Tay
Thanh Hoa
Last Holiday (%)Source: ACNielsen Omnibus
Your consumers from Head to Toe Page 54May 22, 2007 Confidential & Proprietary
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Most Urban Vietnamese Families…
Married BeforeHe’s 29
Have ShaveAnd Ear Clean
At Barbers
Get Up Before6am
Shop Before8am
(mum, grandma)
2/3 of whichFresh Food
No IntentionTo Buy A Car
Spend >$120groceries
Most AwareToyota
Mercedes, FordOwn WaveDream or
Super Dream
18-30s Online
News GamesAnd Chat
Married BeforeShe’s 26
Baby BeforeShe’s 27
Have ManicureAt Hair Salon
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Emerging Modern Trade Channels
Your consumers from Head to Toe Page 56May 22, 2007 Confidential & Proprietary
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Vietnam’s Attraction
Your consumers from Head to Toe Page 57May 22, 2007 Confidential & Proprietary
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Spend in the developing markets is much less with the typical urban Vietnam household spending on US$133
330
152 142 134173
63 67 8464
12176
13289
2049 38
98
46
0
100
200
300
400
500
600
Singapore Thailand Malaysia Sri Lanka Indonesia Philippines India Vietnam -Hanoi
Vietnam -HCM
Total Fresh Food
53%
47%41% 50%40%
% Spend on Fresh Food
Total Spend
Amount Spend
on Fresh Food
US$
51% 31%74% 66%
Source: ACNielsen Shopper Trends
Your consumers from Head to Toe Page 58May 22, 2007 Confidential & Proprietary
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Where we buy non-fresh food products(where purchased P4W % - not mutually exclusive)
59
79
60
10 9
12
6
689 90
3619
36
2 4
Snack/Confec Canned Milk Pdr FreshMeat/Seafood
Fresh Veg
Supermarkets/Minimarts Markets/stall in markets Grocery storesSource: ACNielsen Shopper Trends
Your consumers from Head to Toe Page 59May 22, 2007 Confidential & Proprietary
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Local vs International
9074
96
48
82
32
1026
4
52
18
68
International Local
SHAMPOO SHOWER GEL
LAUNDRY INFANT MILK
BISCUITS & PIES
D.LIQUID
Source: ACNielsen Retail Tracking Information
Your consumers from Head to Toe Page 60May 22, 2007 Confidential & Proprietary
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Brand LoyaltyStrong For Personal Care – Will Diminish With More Brands, Marketing & Promotion
7 3 4 5 5 212 4 3
33
1828
49 48
20
56
35 33
15
13
15
24 27
12
21
1815
4566
54
22 19
65
11
43 49
CarbonatedSoft Drinks
Ice Cream Biscuits Shampoo LaundryDetergent
Snacks Body Lotion HouseholdCleaner
Toilet Soap
Wait Until Avail Same Brand Another StoreSame Brand Diff Size/Flav Buy Different Brand
Source: ACNielsen Shopper Trends
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Growth of Supermarket & Personal Care StoresConsideration through to Usage
10
36
51
85
94
97
22
39
56
90
96
99
Purchase Most
Use P7D
Use P4W
Ocassionally
Ever used
Consider Using
HCMC 2005HCMC 2004
3
14
26
60
81
90
1
36
58
80
91
94
Hanoi 2005Hanoi 2004
Source: ACNielsen Shopper Trends
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Modern Trade Greatest Share GainsHCMC & HANOI
PersonalWash BiscuitDeodorants Toothbrush Body Cream
74 6776 69 75 71
83 80 81 73
27 3324 31 25 29
17 21 19 28
20052004 2005 2004 2005 2004
Traditional Trade Modern Trade20042004 2005 2004 20052005
Source: ACNielsen Retail Tracking Information
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Recent Reports
• The the biggest reported hurdles to entering the market are– FDI regulations– High import taxes– Perceived difficulties in obtaining licenses to open more stores
• We’ve recently produced a forecast based upon– “Claimed” store openings– Government expectations– Market growth rates (Modern vs Traditional Trade)
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Total Vietnam Share Of TradeACNielsen Forecast, Using Retail Audits, Govn Stats & Retailer Plans
97 97 96 94 93 91 89 86 83 80 76
3 3 4 6 7 9 11 14 17 20 24
2000 2001 2002 2003 2004 2005 2006F 2007F 2008F 2009F 2010F
Traditional ModernSource: ACNielsen Retail Tracking Information
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HCMC and Hanoi Share Of TradeACNielsen Forecast, Using Retail Audits, Govn Stats & Retailer Plans
86 88 87 85 81 76 72 68 63
14 12 13 15 19 24 28 32 37
2002 2003 2004 2005 2006F 2007F 2008F 2009F 2010F
Traditional ModernSource: ACNielsen Retail Tracking Information
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Small Impact On Traditional Trade So Far (also other reasons for store numbers decline)
-708
-236
-467
-67
-366 -368
143
-657
8525
Growth/Decline 2005
TradGrocery
Modern Trade
Personal Store
Street Vendor
M.S-Mixed
M.S-HPC
Milk Biscuit &Spirits
Pharmacy
Beverage Store
CigaretteKiosk
2,492
+7%
Cafes
From ACNielsen Audit of 250,000 outletsSource: ACNielsen Retail Tracking Information
Confidential & Proprietary • Copyright © 2007 The Nielsen Company
Saigon Cool
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Traditionals, 27%
Hard working Bees, 27%
Kids with big head, 25%
Saigon Cool, 21%
Established Youth Segments(percentage contribution of each group – 16-24 years old)
Source: ACNielsen Generation “V”
Your consumers from Head to Toe Page 69May 22, 2007 Confidential & Proprietary
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About the “Saigon Cool”3 x more likely to want to work overseas than “Traditionals”
41%
45%
45%
45%
49%
50%
59%
61%
63%
67%
88%
Boy/Girlfriend before 17?
More Likely AB
More Likely To Live With ExtendedFamily Than Other Groups?
Married before I'm 26?
% Students?
LESS likely University than "Bees"
Completed High School
Exercise Regularly
Can't afford Cable
Prefer International Pop
TV best Leisure Activity
Absolute %
% More Or Less Likely
Source: ACNielsen Generation “V”
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Let’s Talk About It?
12
16
33
43
56
66
73
56
78
44
42
77
37
23
Sexual relationships
New trends/ fashion
Personal/physicaldevelopment
Family issues
Study/work/careerplans/issues
Money issues
Personal health
Discuss With Family (%) Discuss With Friends? (%)Source: ACNielsen Generation “V”
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Most Popular Exercise Activities(Of the 61% who participate, what activity do you do?)
1
1
2
2
2
2
5
5
9
13
22
24
35
50
Go to the Gym
Yoga
Basket ball
Aerobics
Pingpong
Da cau
Volley ball
Tennis
Cycling
Body building
Badminton
Swimming
Football
Jogging/running
If not excercising, why not?
4
12
20
70
Lack of money
No need to exercise/I amhealthy and fit as I am
Lack of energy
Lack of time
Source: ACNielsen Generation “V”
Your consumers from Head to Toe Page 72May 22, 2007 Confidential & Proprietary
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Conscience & Aspiration
35
60
79
75
97
64
87
96
72
98
Don't run after Western Life
I'm worried about gap, rich&poor
I would prefer to buyenviromentally friendly
Protect Environment even atEconomic Expense
Never travelled overseas
TraditionalsSaigon Cool
Source: ACNielsen Generation “V”
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Most Common Leisure Activities
97
80
56
62
63
99
71
51
54
57
Watch terrestrial TV
Read a newspaper
Read a book
Read a magazine
Hang out with friends Traditionals (%)Saigon Cool (%)
Source: ACNielsen Generation “V”
Your consumers from Head to Toe Page 74May 22, 2007 Confidential & Proprietary
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Out for Dinner?
38
33
20
18
18
11
6
26
40
28
13
4
3
2
Listen to the radio
Watch DVDs
Access internet
Go to a pub/bar
Eat dinner outside thehome
Go to karaoke
Buy new clothes
Traditionals (%)Saigon Cool (%)
Source: ACNielsen Generation “V”
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Contributors To Purchasing A Mobile Phone(All individuals)
26%
52%
12%
56%
42%
57%
8%
33%
35%
42%
7%
21%
35%
45%
40%
6%
Conventionaladvertising(TV/Print)
Word of mouth
Searching theInternet
Blogs on theInternet
Windowshopping
Previousexperience with
the sameThe brand
name/reputationcompany
Other VietnamAsia Pacific
Base: All respondents. Source: ACNielsen Global Purchase Influencers
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Contributors To Purchasing Fashion(All Individuals)
24%
32%
10%
56%
34%
47%
12%
35%
21%
31%
7%
42%
21%
34%
37%
12%
Conventionaladvertising(TV/Print)
Word of mouth
Searching theInternet
Blogs on theInternet
Windowshopping
Previousexperience with
the sameThe brand
name/reputationcompany
Other VietnamAsia Pacific
Base: All respondents. Source: ACNielsen Global Purchase Influencers
Your consumers from Head to Toe Page 77May 22, 2007 Confidential & Proprietary
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What Designer Accessories Do You Buy Now?(Global Average)
32%
26%
21%
21%
14%
10%
7%
6%
35%
49%Shoes
Sunglasses
Wallet
Handbag
Belts
Stationary (palm pilot etc.)
Briefcase
Luggage
Key Chain
None Of These
Source: ACNielsen Global Designer Brands
Your consumers from Head to Toe Page 78May 22, 2007 Confidential & Proprietary
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I read a lot - VietnamMagazines with > 10% reading
68 73
51 66
60 23
4526
33
18
30
18
29
8
20
19
17
25
23
15
31
9
21
12
12
5
12
8
15
9
Worker Bees Saigon Cool
Sai Gon Tiep Thi
Sai Gon Giai Phong
Hanoi Moi
Nguoi Lao Dong
Tien Phong
The Thao Ngay Nay
Phu Nu Thanh Pho
The Thao Tp.HCM
An Ninh Thu Do
The Thao Van Hoa
Phu nu Viet Nam
Thanh Nien
An Ninh The Gioi
Cong an Tp.HCM
Tuoi TreSource: ACNielsen Generation “V”
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What are they watching?
9 13
2636
2321
4129
Traditional Saigon Cool
<1 hour 1 - 2 hours 2 - 3 hours >3 hours 0
6
17
9
32
57
61
63
65
80
76
82
90
91
1
3
8
13
26
38
51
54
58
66
71
77
82
89
Saigon Cool
TraditionalMusic/ pop videos
Game Shows
Comedy series
Soap Operas
Other Asian movies
Vietnamese movies
Western movies
Sport
News/ current affairs
Cartoons
Modern plays
Documentary
Traditional Theatre & Plays
Entertainment (foreign)
Source: ACNielsen Generation “V”
Your consumers from Head to Toe Page 80May 22, 2007 Confidential & Proprietary
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Shopping
48%
59%
67%
49%
41%
47%
71%
30%
Visit SupermarketP4W?
I like to CruiseShops
Mum Gives MePocket Money
More Than 100kVND per week
Saigon Cool Traditionals
Source: ACNielsen Generation “V”
Your consumers from Head to Toe Page 81May 22, 2007 Confidential & Proprietary
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Foods Consumed Every Month – Saigon Cool(% claimed usage)
2525
36363940
454750
58646566
7176
8995
Biscuits
Beer
Yoghurt
Fruit Juice
Tea Conc
Tonic Food Drink
Tea Bags
Ice Cream
Savoury Snack
Energy Drinks
Candy
Bottled Water
Liquid Milk
Gum
Coffee
Carb Bevs
Instant Noodles
20
33
47
47
52
55
74
76
99
100
Mouthwash
Deos
Tissue
Moisturiser(F)
Conditioner
Shower
Facial (F)
Bar Soap
Toothpaste
Shampoo
Source: ACNielsen Generation “V”
Your consumers from Head to Toe Page 82May 22, 2007 Confidential & Proprietary
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The Big Screen – Cinema
4253
27
4856
4943
63
4239
9 4 10 9 4
Worker Bees Saigon Cool North(HN,HP) Central(DN,NT) South(HCM,CT)
Never Occassionally Regularly - At least once a monthSource: ACNielsen Generation “V”
Your consumers from Head to Toe Page 83May 22, 2007 Confidential & Proprietary
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Most admired 2005(Top 3 positions based on % votes)
16
14
14
25
8
6
6
9
4
6
5
5
7
3
4
Total
Big Heads
Traditional
Worker Bees
Saigon Cool
Ho Chí Minh My Tam David Beckham
Source: ACNielsen Generation “V”
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Saigon Cool…
Prefer Non VNPop
ExerciseRegularly
Love EatingOut
More LikelyTo Hang Out
In Cafes
Completed AtLeast High
School
ConsideringWorkingOverseas
Open AboutRelationshipsWith Friends
More LikelyTo Use
SupermarketsFamily Still
No1
More “Carefree”Larger NetworkOf Friends
Less TraditionalBrand Choice
Your consumers from Head to Toe Page 85May 22, 2007 Confidential & Proprietary
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Sources
• Government Statistics Offices– Vietnam Macroeconomic Statistics– UK Government Statistics– US Government Statistics
• ACNielsen Generation “V”– ACNielsen Vietnam Generation “V” Youth Segmentation Study 2004/2005– Quant 5 Cities, N = 1200, Qual Groups, 4 Cities
• ACNielsen Modern Trade Growth Study– ACNielsen Vietnam Advanced Analytics Study– Desk Research & Quant using Government Statistics, Intended Store Openings, ACNielsen Vietnam Retail Audit Information and ACNielsen
Vietnam 2005 census (250,000 stores)• ACNielsen Omnibus (Sept 2006)
– Quant, HCMC and Hanoi, n = 600 plus Booster panels of N = 300 for Finance, Auto, Personal Care segments• ACNielsen Shopper Trends
– Quant, HCMC and Hanoi, n = 1,000• ACNielsen Retail Tracking Information
– ACNielsen Vietnam and Asia Pacific Retail Audits and Scanning Data Services• Other recommended reading & opinion
– HSBC “Going For The Next Level”– IMA Asia Outlooks 2006
• ACNielsen Global Consumer Confidence– ACNielsen Global Study 2006– Quant, 41 countries , Online n = 500 per country approx
• ACNielsen Global Purchase Influencers– ACNielsen Global Study 2006– Quant, 41 countries , Online n = 500 per country approx
• ACNielsen Global Online Habits– ACNielsen Global Survey of Online Habits, 41 countries Online, n = 500 per country approx
• ACNielsen Global Sleeping Habits– ACNielsen Global Sleeping Habits Study, 41 countries Online, n = 500 per country approx
• ACNielsen Global Designer Brands– Quant, Global Survey Of Designer Brands and Products, 41 countries Online, n = 500 per country approx
Your consumers from Head to Toe Page 86May 22, 2007 Confidential & Proprietary
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Thank you