Retail Overview Asia & Vietnam: OCTOBER, 2016

RETAIL OVERVIEW ASIA
& VIETNAM
OCTOBER, 2016
Copyright ©2016 The Nielsen Company. Confidential and proprietary.
AGENDA
Key Retail trends in Asia
Vietnam consumers and market landscape
It’s golden time to build your strategic partnership with

Retailer
4 trends shaping future of retail in Vietnam
2
THE ASIAN RETAIL LANDSCAPE
Todays big challenges
GROWTH VALUE DIGITAL

Managing slow Winning the battle for CONNECTING with
growth value Shoppers
CONVENIENCE
Meeting ‘ON-THE-GO’ consumer lifestyle needs
3
GROWTH REMAINS HARD TO FIND IN ASIA PACIFIC

BUT SOME SIGNS OF VOLUME IMPROVEMENT AS THE YEAR PROGRESSES
Fast Moving Consumer Goods growth rates

MAT Q2
2011 2012 2013 2014 2015 2016 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1 2015-Q2 2015-Q3 2015-Q4 2016-Q1 2016-Q2
13.0%
12.7%
6.2%
7.1%
6.5%
6.1%
5.5% 5.3%
2.8% 5.0% 4.8% 5.0%
2.7% 4.7% 1.5%
1.2% 4.5% 2.0% 4.5% 4.3%
0.8% 0.6%
1.7% 2.2% 1.0%
6.8% 3.5% 2.3%
5.5% 1.6%
2.8%
2.1% 2.5%
3.6% 3.8% 3.8% 3.9% 4.0% 1.3%
3.1% 3.3% 3.4% 3.3%
2.8%
2.2% 2.1%
1.5% 1.2%
Unit value change Volume change Nominal growth
Note: Regional Summary for APAC is based on Australia, China, Hong Kong SAR, India, Indonesia, Korea, Malaysia, New Zealand, Philippines, Singapore,
Taiwan, Thailand, and Vietnam. Indonesia has changed the retail census in 2010. Hong Kong SAR has changed the retail census in 2011. Vietnam has
recalculated its growth rates based on new universe.
4
CHINA AND SINGAPORE NEGATIVE TREND IN FIRST HALF

OF 2016, WITH POSITIVE VOLUME TREND IN VIETNAM
COLOUR CODING - AVERAGE Q1 & Q2 2015 vs Q1 & Q2 2016

Avg. volume growth decreasing
Avg. volume growth increasing
5
HYPERMARKETS SHARE IS BEING SLOWLY ERODED
Growth channels are Drugstores, Minimarkets and Convenience Stores
Retail Channel Shares in Asia (including India): AVERAGE SHARE OF TRADE BY CHANNEL
6.7% 7.0% 7.1% 7.4%

Others
36.9% 36.5% 36.0% 36.0% Drugstores
Traditional Trade
9.9% 10.1% 10.1% 10.2% Convenience

6.2% 6.5% 6.8% 7.0% Stores
Minimarkets
26.8% 27.0% 27.3% 27.3% Supermarkets
Hypermarkets
11.5% 11.2% 11.0% 10.5%
2012 2013 2014 2015
Traditional Trade share has remained stable in 2015

Source: Estimates based on average shares from Retail Index
Countries covered -HK, China, India, Indonesia, Malaysia, Philippines, Thailand, Taiwan, Singapore markets 6
IN CHINA HYPER/SUPERMARKET SHOPPING TRIPS HAVE
FALLEN AS OTHER CHANNELS HAVE GAINED
During the past 6 years, Chinese shoppers have cut their Hypermarket trips by 30%
7.4 Trips
Trips Trips +430%
-32% +55% Vs. 2008
Vs. 2008 Vs. 2008
5.3
5 4.8
Trips
+89% 3.1
Vs. 2008
1.7
0.9 1
HYPER/SUPER PERSONAL CARE CVS ONLINE

2008 2013
Source: Nielsen Shopper Trend 2013 – average trips per month 7

Asian consumers increasingly living on the go
A day in the life of an urban shopper provides a lot of opportunities for a convenient
retail offer…
NEW DAY 08:45 am 12:30 pm

START!
Bundle Promotion:
Meal+ Drink
Freshly Get coupons by

brewed coffee paying bills in CVS
13:30 pm
Rice
Lunchbox
15:30 pm 18:00 pm
Meal
Pre-cut fruit
Small sized
vegetables
21:00 pm 19:30 pm
Pick up
Late night snack theatre
ATM tickets
Pre-cooked
Source: Observation/ website home meals
8
‘GIVE ME MORE FOR MY MONEY”
Promotions are the new norm – increasing expectation of value for money
PROMOTIONS PLAY A BIG ROLE

FOR ONLINE RETAILERS
64%
40% 41%
38%
32%
28% 28% 29%
24%
21%
8%
KOREA CHINA THAILAND
Hypermarket Supermarket CVS/Minimarkets Online
Source: Nielsen Consumer Panel 9

KOREA IS LEADING THE WAY IN E-COMMERCE
E-Commerce drives total retail sales growth and is now largest retail channel
ONLINE SHOPPING MOBILE SHOPPING

PENETRATION % PENETRATION %
(Y2014) (Y2014)
90% 43%
PENETRATION BY DEMOGRAPHIC (%)

2014
PENETRATION BY CATEGORY %
95.9 97.4
87.3
76.6
68% 48% 26% 25%

Annual penetration % Y2014
20's 30's 40's 50's~
10
FUTURE OF RETAILING…
Consider
channel
differences
Add value Make it easy
Know your
shoppers
RETAIL RETAIL/DIGITAL DIGITAL

(Brick & Mortar)
11
VIETNAM
CONSUMERS AND
MARKET LANSDCAPE
12
ECONOMY IN 1ST 9 MONTHS GREW SLOWER THAN TARGETED
PLAN OF 2016, HOWEVER THERE ARE STILL GREEN TICKS FROM
RETAIL AND SERVICES SECTORS.
GDP GROWTH
CONSTRUCTION & SERVICE
6.2 6.0
6.7 contributed 2.52 pts and 2.55
5.9
5.3 5.4 pts to GDP respectively.
WHOLE & RETAIL SALES grew

8.15% vs same period YA
2011 2012 2013 2014 2015 9M
2016
FDI reached $16.4 Bil in 1st 9
CPI CHANGE months leading by
manufacturing and real estate.
18.2
10.0
6.8 AGRO-FORESTRY-FISHERIES
4.6
0.7 2.1 struggle with only +0.7% vs year
ago.
2011 2012 2013 2014 2015 9M
2016 13
Source: Government Statistics Office (September 2016)
THIS OPTIMISTIC IS REFLECTED IN NEW
BIG TICKETS BASICS
VIETNAM CONSUMER CONFIDENCE INDEX (CCI) Q2’2016
Above 100-baseline and in top 10

globally for 8 consecutive quarters
SAVING IS STRONG SPENDING

HABIT FOR THE NEW BASICS
SMARTPHONES
76% AUTOMOBILES
SAVINGS
MAJOR APPLIANCES
-2
WHERE DO VIETNAMESE CONSUMERS
CHANNEL THEIR SPARE CASH?
Source: Nielsen Consumer Confidence Index Survey – Q1’2016; IDC, https://www.idc.com/getdoc.jsp?containerId=prVN25523315; Vietnam Automobile Manufacturer’s Association; GfK
http://focustaiwan.tw/news/aeco/201509130012.aspx; World Travel Council, “Travel & Tourism Economic Impact 2015 Vietnam”, 2015 estimated domestic tourism growth 8.4% 14
UNLIKE KEY CITIES, FMCG SOFTENS THIS YEAR IN
NATIONWIDE AND SHOWS MUCH VOLATILITY TO BE
PREDICTABLE
Fast Moving Consumer Goods (FMCG ) dynamics - Total Nationwide
9%
7.8%
8% 7.3%
7%
5.9% 6.1%
6% 5.5% 5.5% 5.3%
5.0% 4.8%
5%
3.3% 6.4%
4% 3.5% 6.2% 4.2%
3.7%
3.1%
2.9% 5.2% 3.7%
3% 4.0% 4.7%
1.7% 1.2%
2% 2.9%
1%
0%
Unit Value Growth Volume Change Nominal Growth
Source: Nielsen Retail Index – Versus year ago 15

FMCG SOFTENS PARTICULARLY IN NORTH, CENTRAL & MKD DUE
TO UNFAVORABLE WEATHER CONDITIONS
FMCG Nominal Value Growth vs. YA by regions
5.8% 3.4% 4.7% 5.3% 6.7% 6.5% 3.9% 2.9%

1.8% -0.3%
NORTH
24%
Beverage scandals
8.2% 6.8% 7.1% 6.8% 5.8%

6.3% 6.3%
5.2%
CENTRAL 3.3% 3.1%
29%
Drought
7.8% 9.0% 7.6%

6.5% 6.1%
SOUTH 5.2% 5.2% 4.9%
3.7%
47% 2.2%
Salinity intrusion
7.4% 7.9% 8.2% 9.6% 8.6% 5.9% 10.1% 7.2%
S.East (30%) 3.9% 7.6%
8.3% 9.8%
MKD (17%) 3.0% 2.9% 3.5% 2.3% -0.4%
-5.4% -3.2% -1.4%
16
PICTURES IN IN 6 KEY CITIES IS MORE POSTIVE IN WHICH
GROWTH KEEPS MOMENTUM
Fast Moving Consumer Goods dynamics - Total 6 cities

7%
6.3%
6% 5.4%
5% 4.7% 4.5% 4.7%

4.3% 4.3%
4% 3.6%
3.2% 5.2%
3% 4.6% 2.9%
3.7% 3.5% 3.8%
3.5%
2.0% 3.7%
2.1% 2.6%
2% 1.6%
0.7% 2.3%
0.7%
1%
0%
Unit value change Volume change Nominal growth
Source: Nielsen Retail Index – Versus year ago 17

MODERN TRADE VOLUME GROWTH ACCELERATE
DURING LAST YEAR, WITH AVERAGE PRICE DECREASING
FAST MOVING CONSUMER GOODS DYNAMICS – MT vs TT
Traditional Trade Off 6 cities MT 6 cities (*)

15% 15%
11.4%
10.5%
9.6%
10% 10%
7.4%
6.5%
6.6% 5.7%
5.1% 5.7% 4.9%
3.8% 6.9%
5% 3.8% 5%
3.2%
2.4% 2.1% 2.1%2.2% 4.2%
1.2% 0.9%
2.8%
-0.5% 2.0%
0% 0%
1.0% -0.1%
-1.9%-2.0%
-2.2%
-5% -5%
Unite Value change Volume change Nominal growth
19
Source: Nielsen Retail Index – Versus year ago (*): MT excludes Saigon Coopmart
MT GROWTH DRIVEN BY 3 KEY FACTORS
RAPID BIGGER SPENDING FOR NEW FORMATS ATTRACT

STORE OPENING SUPERMARKET CONSUMER
Number of Stores % Consumer Shop
Jun 16 1411 461 341

Jun 15 421 457 240 Supermarket replace

Wet Market to be
0 1000 2000 3000

consumer’s most
CVS Minimart Supermarket spending channel
Source: Nielsen Shopper Trend 2015 20

MORE PLAYERS TO COME
It’s no longer the game of Coop, Metro & BigC
21
TOP 10 ATTRIBUTES IMPORTANT FOR CHOICE OF
SUPERMARKET / HYPERMARKET
Good deals and promos and low prices have overtaken convenience as the top attribute this
year. This, coupled with shoppers’ awareness of prices shows retailers need to more
conscious about their pricing strategies.
2014 2015
1 Convenient to get to Provide really good deals and

promos
Provide really good deals and
2
promos Low prices for most items
3 Food and groceries are good value A place where its easy to quickly
for money find what I need
4
A place where its easy to quickly Convenient to get to
find what I need
5 Has a wider variety of products
Provide enjoyable shopper
6 experience Are the first to have new products
Has a wider variety of products Every thing I need in one shop

7
High quality fresh food Wide range of healthy and organic
8 products
Low prices for most items
Provide enjoyable shopper
9
Every thing I need in one shop experience
10 Are the first to have new products Pleasant store environment
Base: All HM/SM shoppers, 2013 (n=1486), 2014 (n=1465), 2015 (n=1382)
Ref: Q18 Thinking about the same statements , please indicate which stores you associate with each of the statements? 22
YET PERSONAL CARE MAIN CATEGORIES SLOWING
DOWN IN MT  RETAILERS NEEDS YOUR HELP Modern Trade
SLOWING DOWN
Val % growth MAT LY vs YA HCMC+Hanoi
SUSTAINED GROWTH
35.0 Beer
Beverages
Milk Based
Energy Drinks
Baby
Cigarette 25.0
Non-Food
H.F.Drinks
Food
Sport Drinks
15.0 Fem. Packaged Water
Teabag RTD Milk Diaper
Facial CSD Care
Care Deo Bis- Sham
cuits -poo
Mayonnaise
Fabric
Hair Conditioner Cooking
5.0 Softener Spoon Yogurt
RTDT Oil
Cleaner
Val % growth MAT TY vs YA

Chilli Lau- Sauce
Personal
Coffee 5 ndry I.15Noodle
-25 -15 Wash
-5 Snack 25 35
Tooth -5.0 Tissue

Body Lotion paste Pie & Sponge Cake
Milk Bouillon- Dish
Powder Facial Msg washing
Baby Cereal Tissue Gum Insec.
Aerosol BACK TO GROWTH
SUSTAINED DECLINE Mouth wash -15.0
23
Source: RA index, all categories where 3 years trend is available; size of bubble stands for absolute Val of particular category (MAT TY)
IT’S A GOLDEN TIME TO BUILD YOUR RELATIONSHIP
WITH KEY RETAILERS NOW
PERSONAL CARE CURRENT PLAYERS NEW PLAYERS

SLOWS DOWN RE-STRUCTURING COMING
PC is the biggest two Metro is now MM Market Auchan, Seven Eleven,

super-group of FMCG for BigC changes Top AEON, MM Mega

Modern Trade Management
24
BUILDING STRATEGIC PARTNERSHIP WITH
RETAILER WITH CAT-MAN PRACTICE
TWO WAYS TO INCREASE BUSINESS RESULTS
Retailers don’t care about sales of specific brands but whole category instead
INCREASE YOUR SHARE GROW WHOLE CATEGORY

CONFLICT WITH RETAILER WIN-WIN FOR BOTH
26
CATEGORY MANAGEMENT DEFINITION
A joint retailer/supplier process

of managing categories as strategic business units,
producing enhanced business results
by focusing on delivering consumer value
27
A CONSTANT PROGRESSION
1990 2000 2010
Spread
Wal-Mart to Europe, Asia,
first retailer Middle East,
US to apply esp. in saturated
recession CatMan markets
28
TRANSLATING SHOPPER BEHAVIOR AND RETAILER
IMPERATIVES INTO IN-STORE ACTIVITIES
4P resentation
roduct range
romotional plan
ricing
29
Workshop
30
CSD category, Vietnam
Workshop CSD, UK
31
Workshop Toothbrush & paste, Carrefour China
32
CAT-MAN REQUIRE SUPPLIER TO SEEK SUPPORT
FROM A PREFERRED MANUFACTURER
As long as he can:
Understand the retailer’s strategy
Support the retailer’s strategy
Share it own strategy
Support the retailer’s tactics

That preferred supplier is called a category captain.
33
WHAT CAT-MAN INCLUDES?
CAT-MAN’S 8 STEPS PROCESS
Category Category Category Category Category Category Category

Definition Role Assessment Scorecard Strategy Tactics Implementation
What is the How important Where are we? Where do we How will we What actions How will we
category? is it? want to go? get there? will we take? bring it to life?
Category Review
What are the results?
35
FUNDAMENTAL CATMAN & SHOPPER-CENTRIC
TWO LEVEL OF CAT-MAN
FUNDAMENTAL CATMAN SHOPPER-CENTRIC CATMAN

Consumer (RMS) data-driven Shopper behavior driven
Meet’s consumer needs Meet’s shopper needs
ONE shopper = FOUR consumers!

Average household size of Vietnam is 3.8 (GSO)
36
KEY THINGS YOU HAVE TO LEARN
FUNDAMENTAL SHOPPER-CENTRIC
• 4 roles of a category • Embedded shopper insights into
• How to assess a category current Cat-man process rather than
• Which tactics to apply for which using consumer data only as
situation for which role fundamental Catman
• How to implement in reality: task, • Re-fine your trade strategy, tactics,
timing & tips merchandizing plan with shopper
• How to work, build relationship with insights
Retailers and to be their category • Apply the latest findings of

captain neurological research into in-store
tactics
37
AGENDA: FUNDAMENTAL CATMAN
Day 1 Day 2
Introduction Review day 1
Market Overview
Shopper behavior
Definition
Roles & responsibilities Category tactics
Lunch Lunch
Category definition
Category tactics
Category role
Category assessment
Category scorecard Implementation & review
Category strategies Tools and data needed
38
AGENDA: SHOPPER-CENTRIC CATMAN
Benefits Agenda Day 1: strategic Day 2: tactical
 Imbed a shopper-centric
framework into your
existing Category
Management processes
 Define a consistent trade

strategy addressing deep
shopper insights
 Incorporate shopper
behavior into tactical
decisions
 Identify new ways to

merchandise a category
 Apply the latest findings

of neurological research
into in-store tactics
39
FUTURE
OF RETAIL IN VIETNAM
4 TRENDS SHAPING THE
40
4 TRENDS SHAPING THE FUTURE
1. THE 2. MARKET 3. CHOOSY 4. THE POWER

CHANGING FRAGMENTATION CONSUMERS VS. OF RETAILERS
DEMOGRAPHY VS. “FAST-MOVING”
CONCENTRATION SHOPPERS
pyright ©2016 The Nielsen Company. Confidential and proprietary.
41
1. VIETNAM DEMOGRAPHY NOW & FUTURE
Younger, Older, Wealthier
DYNAMIC &
MILLENNIALS* OPTIMISTIC MIDDLE CLASS
ELDER**
POPULATION
30% 20% 33 MILLION
of the current population by 2020 by 2020
(*): Age of Adults in 2015: 18-34; (**): Age of Adults in 2020: 50-69 42
2. MARKET FRAGMENTATION VS. CONCENTRATION
MAJOR CHALLENGES OF FMCG INDUSTRY
Traditional Trade Rural
Source: Nielsen Traditional Trade Thought Leadership Q4, 2015; : Nielsen Retail Index 43
1.4 M >65 MM people

Traditional Trade stores account are and will be living in Rural
Vietnam
for 85% FMCG sales
Rural contributes 54% Total FMCG
Average purchase time 90 sec. sales
CONVENIENCE Access to new

Quick & easy products
• Care what others think, concerned about
others opinions
NORTH GO •
•
Importance of traditionalism; family values
Long term orientation
BETTER • Price conscious though not willing to
compromise quality to price
• More loyal to brands/ product
• Usually worried about their future hence

they work hard, make plan and strictly
CENTER
RISK follow their plan
• Play safe; mindful in spending
AVERSE • Save and live for better future: highest
proportion of income allocation to saving
• Satisfied with current life and optimistic

HAPPY - •
about life
Live for the moment - don’t care much
SOUTH
GO - about the temporary and believe their
lives are temporarily fine
LUCKY • Sense of individualism; highly open for
new out of home entertainment channels
and venues
Source: Nielsen Vietnam Region Difference Report 46
3. CHOOSY CONSUMERS
CONSUMERS ARE LOOKING FOR HEALTH, QUALITY & AUTHENTICITY
“HEALTH” - THE BIGGEST CONCERN VALUE-FOR-MONEY
% PEOPLE CONSIDERING “HEALTH” AS

BIGGEST & 2ND BIGGEST CONCERN – Q4’15 89%
Vietnamese consumers will
SEA Average 19 PAY MORE for foods that
Vietnam
Philippines 21
34 promote HEALTH benefits
Singapore
Thailand 15
18
73%
Indonesia 13 willing to pay more for
Malaysia 9 HIGHER QUALITY
48% 48%
of Vietnamese consumers
VIETNAMESE PEOPLE CONSIDER purchase packaged food
because of “ADDED HEALTH
“STAYING FIT AND HEALTHY” BENEFITS” & “ALL NATURAL
AS TOP ASPIRATION FOR THE FUTURE INGREDIENTS”
47
Source: Traditional Trade Thought Leadership Q4, 2015; Retail Growth Strategies Report 2016, Lifestyle report 2015
MORE SOPHISTICATED: SEEKING FOR MORE BENEFITS
AND MORE SERVICES ON-THE-GO LIFESTYLE
USING IN-STORE SERVICES
In-store Petro/fillin
Fast-food
banking g stations
56% 52% 52%
Postal Coffee Prepared

services services food
47% 47% 45%
Source: Traditional Trade Thought Leadership Q4, 2015; Retail Growth Strategies Report 2016, Lifestyle report 2015 48
4. POWER OF RETAILERS
Supermarkets has replaced Wet Market as channel with highest expenditure, CVS and Personal
Care win penetration, with still space to grow
Where do consumers shop? How often do they shop ? Channel spend most in?
Ave. per month
2015 2014 % 2015 2014 2015 2013

Change
(+/-)
Wet Markets 79 85 -6 21.2 22.4 37 53
Supermarkets 52 60 -8 2.7 2.8 49 34
Traditional Grocery 51 64 -13 8.4 8.6 7 11
Convenience Stores 16 11 5 3.3 3.6 6 1
Personal Care 12 9 3 1.0 0.9 0
Base: All shoppers 2014 (n=1497), 2015 (n=1500)

Ref: Q7a Which of these types of stores have you visited in the past 7 days?
Ref: Q8 On average, how often would you shop at the following type of store? 49
Ref: Q7d Which of these types of stores would be the one where you normally buy most of your food and grocery items?
SUPERMARKETS ARE SLOWDOWN ON EXPANSION
SUPERMARKETS’ EXPANSION
84 84
81 82 83
80 Co.op Mart
76 77
74
71
VinMart
Big C
52
50 50 50
Aeon Citimart
42
39
Metro
33 33 34 34
31 31
30 30
28
Lotte Mart
20 21 21 21 21
19 19 18 19 19 19
17
19 14 Auchan
13 13 13
9 9 9 9
6 5 6 6 6
3 3 AEON
1 1 1 1
2 3 4 4 4 4
2
1
Sep-14 2
Dec-14 Mar-15 Jun-15 Sep-15 Dec-15 Mar-16 Jun-16 Sep-16
Source: Banners’ official website 50

MINIMARTS OBSERVE STEADY EXPANSIONS WITH
NEW PLAYERS
MINIMARTS’ EXPANSION
Number of Store
101
98
89 91 91
87 87 88 88 88
83
83 81 84 85
76 Co.op Food
SatraFoods FOOD
60 61 61
Zakkamart STORES
52
45 45
Bách Hóa Xanh
38 38 38 38
34
18 20
15 16
Sep-14 Dec-14 Mar-15 Jun-15 Sep-15 Dec-15 Mar-16 Jun-16 Sep-16

CVS IS BOOMING ACROSS VIETNAM
CVS ’ EXPANSION
800 Vinmart +
Number of Store 189
183
174
170
152
145142
139 141
129 130
129 132 130129
128
117 119 Circle K
110 108109
103 104 103 103 106
97 97
B's Mart
95 95
88 91
103106106 Shop & Go
98
Family Mart
57 59
67 47 50
Mini Stop
62 65 62 65 65
37
48 30
25
17 17 17 17

MODERN DRUGSTORES CONTINUED THEIR
EXPANSION YET SLOW DOWN IN PAST QUARTER
HEALTH & BEAUTY STORES’ EXPANSION
Number of Store
47 47
46
43 43 43
41 41 41
40
38 38 42 42
37 41
36 39 39
34 HEALTH
33 33 Medicare
31 34
&
30 Guardian
BEAUTY
27 Pharmacity STORES
25
23

MOM & KIDS CHAIN ALSO PICKING UP
MOM & KIDS CHAIN’ EXPANSION
Stores Aug-16 Sep-16

Concung.com 82 83
Bibomart 64 69
Kids Plaza 53 55
TutiCare 24 25
Shoptretho 21 22

VIETNAM IS ONE OF TOP DESTINATION FOR BUSINESS
EXPANSION, ESPECIALLY RETAILING
Asia Top 3 Top 11 Worldwide

priority markets for Most attractive retail
companies likely to expand market
FUTURE BUSINESS GLOBAL RETAIL

SENTIMENT SURVEY DEVELOPMENT INDEX TM
MAR 2016 2016
Top 3 Asia: China; Indonesia; Vietnam

Top 11 Worldwide: China; India; Malaysia; Kazakhstan; Indonesia; Turkey; United Arab Emirates; Saudi Arabia; Peru; Azerbaijan; Vietnam 55

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RETAIL OVERVIEW ASIA

Key Retail trends in Asia

Vietnam consumers and market landscape

It’s golden time to build your strategic partnership with

4 trends shaping future of retail in Vietnam

GROWTH VALUE DIGITAL

GROWTH REMAINS HARD TO FIND IN ASIA PACIFIC

Fast Moving Consumer Goods growth rates

Unit value change Volume change Nominal growth

CHINA AND SINGAPORE NEGATIVE TREND IN FIRST HALF

COLOUR CODING - AVERAGE Q1 & Q2 2015 vs Q1 & Q2 2016

6.7% 7.0% 7.1% 7.4%

36.9% 36.5% 36.0% 36.0% Drugstores

9.9% 10.1% 10.1% 10.2% Convenience

2012 2013 2014 2015

Traditional Trade share has remained stable in 2015

HYPER/SUPER PERSONAL CARE CVS ONLINE

Source: Nielsen Shopper Trend 2013 – average trips per month 7

NEW DAY 08:45 am 12:30 pm

Freshly Get coupons by

PROMOTIONS PLAY A BIG ROLE

KOREA CHINA THAILAND

Hypermarket Supermarket CVS/Minimarkets Online

Source: Nielsen Consumer Panel 9

ONLINE SHOPPING MOBILE SHOPPING

PENETRATION BY DEMOGRAPHIC (%)

68% 48% 26% 25%

Add value Make it easy

RETAIL RETAIL/DIGITAL DIGITAL

WHOLE & RETAIL SALES grew

Above 100-baseline and in top 10

SAVING IS STRONG SPENDING

Unit Value Growth Volume Change Nominal Growth

Source: Nielsen Retail Index – Versus year ago 15

5.8% 3.4% 4.7% 5.3% 6.7% 6.5% 3.9% 2.9%

8.2% 6.8% 7.1% 6.8% 5.8%

7.8% 9.0% 7.6%

Fast Moving Consumer Goods dynamics - Total 6 cities

5% 4.7% 4.5% 4.7%

Unit value change Volume change Nominal growth

Source: Nielsen Retail Index – Versus year ago 17

FAST MOVING CONSUMER GOODS DYNAMICS – MT vs TT

Traditional Trade Off 6 cities MT 6 cities (*)

Unite Value change Volume change Nominal growth

RAPID BIGGER SPENDING FOR NEW FORMATS ATTRACT

Number of Stores % Consumer Shop

Jun 16 1411 461 341

Jun 15 421 457 240 Supermarket replace

0 1000 2000 3000

Source: Nielsen Shopper Trend 2015 20

1 Convenient to get to Provide really good deals and

Has a wider variety of products Every thing I need in one shop

10 Are the first to have new products Pleasant store environment

Val % growth MAT TY vs YA

Tooth -5.0 Tissue

PERSONAL CARE CURRENT PLAYERS NEW PLAYERS

PC is the biggest two Metro is now MM Market Auchan, Seven Eleven,

super-group of FMCG for BigC changes Top AEON, MM Mega

INCREASE YOUR SHARE GROW WHOLE CATEGORY

CONFLICT WITH RETAILER WIN-WIN FOR BOTH

A joint retailer/supplier process

1990 2000 2010

Support the retailer’s strategy