Documenti di Didattica
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Documenti di Cultura
Agenda
Evolution of wealth
1999
2011
10 A+
E = 2.0 3.0
F = less than 2.0
A B C D E
5 10
21 29 33
46
B
C
21 9
D E F
3 F 1
Upper middle class in Urban Vietnam now constitutes 65% of pop But only makes up about 30% of total population
Source: TNS VietCycle 2011 Hanoi, HCMC, Danang Can Tho only
39,000
3,123
Vietnam
2,000
Cambodia
Singapore
Malaysia
Thailand
Indonesia
78
83 64
100
89 89
80
78 78 64 64
60
79 76
60
40
40
20
20
0
2008
1
0
2009
2
2010
01/2011
4
09/2011
Vietnamese consumer seem fairly buoyant with regards to Vietnams overall outlook for the next 12 months, except for cost of living / dong devaluation and pollution, which was consistent with 2009 / 2010.
Source: TNS VietCycle 2011 Urban only
Almost 50% note spending less / month to the end of the year than they spent in the 1st 7 months, with only 7% spending more. The poor will spend more, as inflation rips into their wallets
Source: TNS VietCycle 2011 Urban only
81
84 81 91 88 86 83
0% 10% 20% 30% 40% 50% 60% 70% 80%
19
16 19 9 12 14 17
90% 100%
2010
2009
2008
2006
2001
1999
Total expenditure
Savings
Until the global economic meltdown, Vietnamese savings Total expenditure Saving were dropping year on year. Now caution is the word.
Source: TNS VietCycle 1999-2011
Branding trends
HEALTH
I prefer to beverages I can drink from the container - 72% I prepare food the require little preparation - 63% agree
CONVENIENCE
SOPHISTICATION
I buy products of good quality, even if more expensive 90% Higher price products means higher quality 55%
Discounted price
Monetary gift
As the economy slows and inflation soar, discounted prices are the preferred promotions
Source: TNS VietCycle 2011 Urban only
The country of origin is Vietnamese brands are I prefer local Vietnamese more important than the as good as international brands brand name brands
Vietnamese brands have caught up to International brands in the minds and wallets of consumers
Source: TNS VietCycle 2011 Urban only
2010 2011
14.2
18.8
2010 2011
9.2 15.8
2010
1.4
2011
Vietnamese are buying much less than in the past due to inflation and a slowing economy
*Biggest categories: 24food and non-food categories with >60% penetration in first 6 months of the year = 60% of FMCG total market value
Source: Kantar Worldpanel Vietnam Household Panel Urban 4 key cities (HCMC, HANOI, DANANG, CANTHO)
Spending priorities
Education Health care products / services Food & beverages products Household utilities House hold care products
Personal equipment
Home appliances
33%
33%
32%
Digital Camera
Car
24%
22%
Karaoke system
LCD / Plasma TV
PC / Desktop
Smart TV
Refrigerator
21%
20%
14%
14%
12%
Source: TNS VietCycle 2011. Q46 Which of the following are 3 items you would most like to own that you do not own yet? Base: n= 2,000 (Total)
Summary
2010
6.78% 11.75% US$12.4 B US$71.6 B US$84.0 B US$18.6 B US$78.0 B
2011
5.89% 18.13%
Performance
2012 est.
6.0% 10%
US$12-14 B
US$99 B US$115 B US$14B ? US$800 M 14% growth 1% growth
Ad spend
FMCG Value FMCG Volume Tourism
US$726 M
21%growth 9% 5.0 M
US$760 M
16%growth 1.4% 6.0 M 83 index
6.5 M
76 index
Source: GSO / TNS / Kantar Media
Education
High schools, vocational training and University degrees in-country
Healthcare
Ethical drugs, maternal care, health & well being
FMCG
Food & beverage / personal care and household care Convenience & health platform / mass market / rural Vietnam price points
Electronics
Laptops, A/C, Washing machines, digital cameras
Transport Cars
Key word is caution - wait & see Consumer spend will be down
Ralf.matthaes@tnsglobal.com
www.tnsglobal.com www.tnsvietnam.vn
18 years of growth with Vietnam