Jun 2019 micro report

EATERY

SHOPPING

What’s inside
A more youthful generation of consumers are attracting the attention of marketers.
FASHION
This is your chance to get a jump on what they are doing, moving towards & what’s
inspiring them in 1st half of 2019.

Ask yourself: What products, services and other ideas can your business spotlight—
in stores or online—to help get closed to the young generation nowadays?

ENTERTAINMENT

TRAVELLING

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 2

EATERY
Vietnamese Young Generation – WHAT THEY EAT & WHERE, WHEN TO FIND THEM?

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 3

 STREET FOODS MILK TEA JUNK FOODS FOOD DELIVERY

In the Vietnam food service scene, street foods are still the dominant choice of all ages.
Besides, we also observe other kinds of eateries which are becoming the new trends among young generation.

LET’S EXPLORE!

LOCAL CAFÉ INSTAGRAM-FRIENDLY SPECIALTY/ COLD CRAFT BEER

FRANCHISE COFFEE SHOPS BREW COFFEE CLUB

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 4

 15 - 19 WEEKDAYS WEEKENDS

years old 39%

45%

39%
48%
36%
38% 36% 41%
Beside junk foods which are the morning 32% 39%
38%
all-time-favorite choice of teenagers, 30% 30% 30%
29% 29% 34%
street foods & boba milk tea are also 27% 32%
25% 29% 27% 30%
preferred during most of the other day 23%
27% 27%
parts. 20% 20%
21% 25%
23%
21% 21%
16% 20%
18%
Street food vendors 14% 16%
13% 14% 13% 14% 14%
Boba milk tea 13%
7% 7% 11%
9% 9%
New junk foods
7% 5%
Instagram-friendly coffee shop 4% 5% 5%
2% 2%
Specialty/ Cold brew coffee shops
Famous local café franchise Morning Noon Afternoon Evening Morning Noon Afternoon Evening

Craft beer club

Food delivery service

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30
5
 20 - 24 WEEKDAYS WEEKENDS

years old
72%
61%
63%

49% 49%
Youngsters in student ages or first 44%
48% 52% 56%

jobbers tend to order foods for lunch time 43%

41%
& drink milk tea on both weekdays & 42% 44%
41%
weekends. Their nightlife is also fulfilled 34%
32% 33%
32%
34%
32%
38%
37%
by variety choices of street foods vendors. 29% 30% 32% 34%
32%
34%
27%
25% 29%
23% 25%
24% 24%
Street food vendors 19% 23%
22%

Boba milk tea 15% 18%

14% 16%
13%
11% 11% 11% 13% 13%
New junk foods 9% 10%
11%
8%
Instagram-friendly coffee shop 5% 6%
4% 5%
3% 3%
Specialty/ Cold brew coffee shops
Morning Noon Afternoon Evening Morning Noon Afternoon Evening
Famous local café franchise
Craft beer club
Food delivery service

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30
6
 25 - 30 WEEKDAYS WEEKENDS

years old 58%

51%
64%

58%
68%

60%
Also being the primary consumers for junk 45%
foods & delivery services during working 43%
42% 45% 47%
hours, mature millennials become 36% 40% 40%
38% 43% 43%
“ambience seekers” when spending more 34%
36%
40% 40%
time to explore local café franchise & urban 34% 36% 36%
Instagram-friendly coffee shop. 26% 30% 30%
32%

23% 23% 23% 26%

25%
Street food vendors 19% 21% 21%
17% 17% 19% 19%
Boba milk tea 15% 15%
15%
11% 13%
New junk foods 9% 11%
8% 8% 9%
8%
Instagram-friendly coffee shop 4% 4%
Specialty/ Cold brew coffee shops
Morning Noon Afternoon Evening Morning Noon Afternoon Evening
Famous local café franchise
Craft beer club
Food delivery service

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30
7
SHOPPING
Vietnamese Young Generation – WHERE THEY OFTEN BUY GENERAL PRODUCTS & STUFFS?

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 8

THE NEED FOR

#1
E S
CONVENIENCE COMMERCE COMMERCE

The dramatic rise in both E-commerce &

Social commerce points to Vietnamese
consumers who are increasingly
sophisticated & hungry for ‘convenience’.

25-30’s 68%
penetration
47%
penetration
20-24’s

15-19’s 20-24’s 25-30’s

83% Ecommerce sites as Tiki, Most of young Vietnamese love to

15-19’s
70% Shopee, Lazada, … enable busy shop for many things on social media
young people to buy anything where they spend most of their time.
52% 53% 51% they want in a very fast & They can message the seller directly
34% convenient way. It’s also a place to make an order or just simply
where they can read other comment under a post and the
users’ reviews carefully before product will be shipped to them
making any purchase. conveniently afterwards.
E-COMMERCE S-COMMERCE

Copyright©
Based INTAGE VIETNAM
on N=188 respondents LLC.
in HCMC & HN All in
who’ve Rights
the ageReserved.
of 15 - 30 9
#2
24H CONVENIENT STORES
Wide range of product, high availability & its
omnipresence make CVS a perfect hangout venue
for young shoppers & time saver in their busy
74%
lifestyles. penetration

#3
LOW-COST RETAILER & VARIETY STORES
Miniso, Daiso, Mumuso, Minigood, Usupso, … are
famous low cost stores for young people to find the
product on their wish list with a very affordable
43%
penetration
price.

#4
FLEA MARKETS
Flea markets are the venue for young people to look
for unique crafted products or clothes from the
assembly of many small shops/ local shops in one
38%
penetration
place.

#5
HAND CARRIAGE GOODS
For overseas products, there is hand carriage
service that will purchase them from foreign 26%
countries & carry back to Vietnam with shipping cost penetration
& commission added.
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 10
FASHION
Vietnamese Young Generation – WHAT THEY PREFER TO WEAR & WHERE THEY BUY THEM?

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 11

 FASHION STYLES youngsters ARE MOVING TOWARDS
65% MINIMALIST STYLE 79%

35% KOREAN FASHION STYLE 44%

35% HIGH STREET FASHION 18%

30% LOCAL DESIGNED CLOTHING 15%

14% LINEN FABRIC 30%

7% VINTAGE/RETRO OUTFIT 16%

13% GREEN FASHION 12%

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30 12

MINIMALIST
STYLE
Some youngster follow
the “less is more” spirit
that free themselves from
the closet clutter yet still
ensure the simple &
elegant look.
Copyright© INTAGE VIETNAM LLC. All Rights Reserved.
as Libé, Nosbyn, Cocosin,
Dottie, … are still able to
win many youngster’s Vintage style brings a
Korean style or Ulzzang hearts thanks to its breath of fresh air to
style is very popular unique look designed by fashion scene to young
among young people as local Vietnamese people when they can
an indicator for a trendy
& fashionable person. HIGH STREET compared to industrial
fashion. LINEN achieve a stylish and
unique look. GREEN
FASHION FABRIC FASHION
KOREAN LOCAL VINTAGE/
Fast fashion retailers as Linen fabric is applied in Young people start to
FASHION Zara & H&M are go-to DESIGNED many type of clothing RETRO care more about the
stores for young people because it’s comfortable impact of the clothes they
STYLE to find their favorite
clothes. Their collections
CLOTHING to wear, suitable for many
seasons and occasions.
STYLE wear on the environment
whereupon they’re more
are also highly interested in clothes
anticipated among the made from disposable
fashion lovers in the and recycled materials.
country.
13
ENTERTAINMENT
Vietnamese Young Generation – WHAT THEY ARE CURRENTLY INTERESTED IN?

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 14

 TECHNOLOGY SUPERHEROES INSTAGRAM/ KOREAN
GADGETS MOVIES FACEBOOK STORIES PHENOMENON

ACOUSTIC LIVE INDIE SHOWS/ DATING EXHIBITION/

MUSIC SHOWS MUSIC FESTIVALS APPLICATIONS ART CENTER

In the entertainment world, the youth are looking for fulfilling and interactive experiences that stimulate multiple senses
at once. The complex activities from real life to virtual life reveals their variety need for entertainment.

LET’S EXPLORE!
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 15
 TOP PREFERABLE ENTERTAINMENT TYPES
Which types of entertainment
do you usually do?
76%

59%

46%
38% 35%

16% 15%
8%

Technology Superheroes Instagram/ FB Kpop/ K-dramas Acoustic live Indie shows/ Dating apps Exhibition/ art
gadgets movies stories / K-movies music shows Music festival center

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30 16
 TOP PREFERABLE ENTERTAINMENT TYPES by age
Which types of entertainment
do you usually do?
 15 – 19 yo.
80% 79%  20 – 24 yo.
71% 74%
 25 – 30 yo.

53%
46% 48% 47% 48%
41% 39% 40%
34%
30%
21% 21%
16% 14% 15% 15%
11% 11%
5% 8%

Technology Superheroes Instagram/ FB Acoustic live Kpop/ K-dramas Indie shows/ Dating apps Exhibition/ art
gadgets movies stories music shows / K-movies Music festival center

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30 17
TRAVELLING
Vietnamese Young Generation – WHICH TYPES OF TRAVELLING DO THEY PREFER?

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 18

 60% 49% 13% 9%
DEMERGENCE OF “PHUOT” MOTOCYCLE ADVENTURE DETOX/ YOGA/
HOMESTAY & AIRBNB GROUP TRAVELLING GROUP TOUR MEDITATION TOUR
Young people love to book “Phuot” is a popular form of Adventure group tour to distant Also known as health travelling
economical accommodations travelling in Vietnam. Usually and adventurous venues such that combine travelling and
as homestay (a type of motel people will “phuot” in group of as Son Doong, Hang En, Ta yoga/detox/ meditation
created by other young people friends to travel to different Nang – Phan Dung, … methods.
who stay in the city) or Airbnb. destination by motorbikes.

Copyright© INTAGE VIETNAM LLC. All Rights Reserved. Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30 19
Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 20