Vietnamese Consumers Insight 2016

March 2015
GIVING VIETNAMESE CONSUMERS WHAT THEY WANT
THE NEED FOR SPEED

Copyright©2015TheNielsenCompany.Confidentialandproprietary.
2
DO YOU HAVE THE RIGHT OFFER?
• Our lifestyles are
changing
• Working adults are
strapped for time
• Students need a place
to hang out
• Males and females
shop differently
• CVS and minimarts for
HCMC
• Minimarts for Hanoi
• CVS threatens
Traditional grocery;
minimart fast-
replacing wet markets
• Food & Beverages
reign in CVS
• Fresh and value-for-
money winning in
minimarts

3
Shaping your business for tomorrow
WHAT
is the new Vietnam
convenience offer
WHERE
is the convenience
footprint in Vietnam
WHO
is the Vietnamese
consumer
CONVENIENCE IN VIETNAM TODAY

4
WHO
is the Vietnamese
consumer

5
4 BIG CONSUMER TRENDS
IT’S ALL
ABOUT ME
CONNECT
ME TO THE
WORLD
I’M ON THE
MOVE
I HAVE THE
POWER
TO BUY

6
20302013
Asia will be the
home of
3 BILLION
middle class
The projected
middle class in
Latin America is
313
MILLION
The middle
class in Africa
and the Middle
East is
projected to
DOUBLE
ASIA IS GETTING RICHER WITH
PURCHASING POWER FOR THE FIRST TIME
Sources: Nielsen Analysis, Boston Consulting Group
Vietnam’s
middle class
set to
DOUBLE
BY 2020
(2014 to 2020)
12M to 33M

7
Income is relative across countries
17%
20%
16%
15%
22%
44%
33%
59%
20%
15%
17%
37%
46%
42%
35%
52%
35%
33%
Singapore
Malaysia
China
Thailand
India
Philippines
Vietnam
Indonesia
Asia
Less than $5,000 $5,000 - $19,999
17%
14%
13%
20%
25%
14%
10%
35%
17%
49%
38%
56%
37%
44%
31%
34%
31%
47%
34%
48%
31%
42%
31%
55%
55%
34%
36%
Singapore
Malaysia
China
Thailand
India
Philippines
Vietnam
Indonesia
Asia
I've been able to spend freely
I've been able to live comfortably, and bought some things just because
I liked them
I've only had enough money for shelter, food and basics
ANNUAL INCOME SPENDING FLEXIBILITY
…AND VIETNAM IS PART OF THIS STORY
Sources: Nielsen Global Survey

8
57% population below
35 years old
YOUNG POPULATION
Sources: Data results of the Viet Nam Household Living Standards Survey 2012 – VN GSO
Statistical Yearbook of Vietnam 2013 – VN GSO
Vietnam Urbanization Review 2011 – World Bank
Nielsen Vietnam Pocket Book
ALL SET TO SOAR
HIGH LABOR FORCE
13% increase in labor
force participation
HIGHER INCOME
44% increase in monthly
income per capita
(2010 vs. 2012)
MORE EXPENDITURE
32% growth in monthly total
consumption expenditure
per capita (2010 vs. 2012)
SMALLER
HOUSEHOLD SIZE
From 4.44 to 3.85 people/
household (2002 vs. 2012)
URBANISATION
30% urbanisation rate with
3.4% growth rate per year
QUALITY
73% willing to pay more
for higher quality
39% considering health
as top concern in life
HEALTH
MORE EDUCATED
1.6 times more college/
university graduates
(2006 vs. 2012)

9
WITH HOUSEHOLDS SHRINKING,
NEW OPPORTUNITIES ARISE
Source: Viet Nam Household Living Standards Survey 2012 – VN GSO
4.4 3.8
SMALLER
PACKAGING
SHOPPING
MISSIONS NOT
FORMATS
ON-THE-GO
LIFESTYLE
VN AVG # IN HH
20152000 future

10
MEET 4 KEY CONVENIENCE SHOPPERS IN VIETNAM
STUDENT
FIRST JOBBER
WORKING MOM
23%
18%
16%
HOUSEWIFE
9%
Source: Nielsen Vietnam Convenience Store Study

11
CONVENIENCE
STORES
SUPER/HYPER TRADITIONAL
GROCERY
WET MARKET
UNDER 24 YEAR OLDS 58% 27% 20% 16%
WHITE
COLLARED/PROFESSIO
NAL
36% 26% 20% 21%
STUDENT 23% 11% 6% 4%
THE SHIFT STARTS WITH STUDENTS AND PROFESSIONALS
Source: Nielsen Shopper Trend – Vietnam 2014
Base: All shoppers HCM and HN (n=1000)
Demographic questions (Age, Occupation)
N.B. Sample size for minimarts are too small to be displayed

12
WHAT STUDENTS WANT…..
NEW DAY
START!
9am–12pm
12–2pm
5–9 pm 2–5pm
Source: Observations/website
Khanh and Dat
Enjoy frozen soft drinks + cool teas
during their short breaks
QUICK FIX
Rice and fruit juice from the
store are as good as those made
at home
NOURISHMENT
Light food such as instant noodles to
sustain vitality till end of day
RECHARGE ENERGY
Sweet foods such as ice
cream and soft drinks to
keep energy levels up
RELAX
Chill out with
buddies
on the way to school…
5–9am
HEALTHY KICK OFF
Buy sandwiches and fruit
juices to get ready for a long,
active day

13
HOW WORKING FEMALES SHOP……
NEW DAY
START!
5–9am 9am–12pm
12–2pm
5–9 pm 2–5pm
Hoa
HEALTHY KICK OFF She enjoys a fresh juice from the CVS
situated at her office
QUICK FIX
For lunch, she goes for the hot
pot/rice at the CVS
NOURISHMENT
brings her kids to school…
MEAL PREPARATION
minimart
On the way home, Hoa
passes by a minimart to pick
up fresh vegetable and meat
In the evening, she drops by at
the nearby minimart for
shampoo, detergent, yogurt
and snacks for her children
FILL-IN NECESSITIES
minimart
On the way to school, Hoa stops at
the CVS next door to buy bread-and-
milk combo for the children

14
WHAT CONVENIENCE MEANS TO WORKING MALES….
NEW DAY
START!
5–9am 9am–12pm
12–2pm
5–9 pm 2–5pm
Long
QUICK KICK OFF
REVITALISE
NOURISHMENT
rushing to work…
UNWIND
FILL-IN NECESSITIES
He grabs bread and RTD tea
and rushes to the office
where he eats at his desk
Enjoys a hot coffee to stay alert
Replenishes at mid day with
Vietnamese rice and frozen soft drink
Drinks some cool tea to wash away
the hectic morning
Picks up personal care items running
low such as toothpaste,
deodorant…all ready for a new
dynamic day

16
Source: Nielsen Global Survey of Consumers Shopper Behavior 2013
Males are more likely to shop in
convenience than females
EMBRACE
CONVENIENCE OF
BUYING ONLINE
FAST FOOD IS ON THE GO
FRESH AND FREQUENT
of shoppers like
to shop every day
to provide fresh
and healthy food
for their families
30% 23%
CONVENIENT OFFERING
LOCATION IS
MOST IMPORTANT
Consumers in Thailand find location as
most important
In Philippines
1 in 5
eat fast food
at least
once a week
37%
of Asian
consumers will
buy groceries online
HEALTHY SHOPPING
IS TOP OF MIND
will pay more for
foods that promote
healthiness
57% 84%
51%
2014
ASIAN CONSUMERS ON THE GO
What’s important to them and how they shop

17
7.4
0.9
3.1
1
5
1.7
4.8
5.3
HYPER/SUPER PERSONAL CARE CVS ONLINE
2008 2013
During the past 6 years, Chinese shoppers have cut their Hypermarket trips by 30%
Source: Nielsen Shopper Trend 2013 – average trips per month
-32%
Vs. 2008
Trips
+89%
Vs. 2008
Trips
+55%
Vs. 2008
Trips +430%
Vs. 2008
Trips
CONVENIENCE IN CHINA

18
NEXT UP: E-CONVENIENCE?
Hours per week
Consumers in Asia Pacific are among the most connected in the world
Source: Survey of Internet users Nielsen Cross Platform report
VIETNAM
15.5

19
WHAT WE KNOW: CONVENIENCE MEANS DIFFERENT
THINGS TO DIFFERENT SEGMENTS
AGE
WEALTH
HOUSEHOLD SIZE
LOCATION
EDUCATION
ACCESS TO
TECHNOLOGY
ACCESS TO
PRODUCTS
MILLENNIALS
LOW INCOME
SINGLE UNIT
RURAL
LOW
LIMITED
SILVER TIDE
TRADITIONAL/
MODERN TRADE
MILLIONAIRES
FAMILY UNIT
URBAN
HIGH
24/7
E-COMMERCE

20
WHERE
is the convenience
footprint in Vietnam

21
CONVENIENCE FOOTPRINT IN ASIA IS EXPLODING
X = Growth since 2004
Source: Nielsen Retail Census
2.7 X
2 X
2 X
1.4 X
3 X
3 X
1.5 X
CHINA
KOREA
THAILAND
TAIWAN
MALAYSIA
PHILIPPINES
SINGAPORE
Number of Stores In 2014

22
147
863
304
130
428
116
12
321
98
259
1082
300
236
523
112
17
421
89
348
1452
313 326
547
100
15
602
94
CVS Minimart Super/Hyper
market
market
market
URBAN HCMC HANOI
2012 2013 2014
Number of Modern Trade stores in Vietnam
Source: Nielsen Retail Establishment Survey (RES)
SLOWLY BUT SURELY, VIETNAM TOO

23
Chain MM Independent MM Chain CVS
24/7Fixed hours
Source: Observation/ website
A LOOK AT CONVENIENCE FORMATS IN VIETNAM

24
REGIONALIZED APPROACH IS A MUST
Clear-cut distinction between CVS and MM in HCMC but blurred in Hanoi
HCMC
IMPULSE SOLUTION FRESH FOOD EVERYDAY
ALL-IN-ONE SOLUTION
FOR EVERYDAY NEEDS
ALL-IN-ONE SOLUTION
FOR GROCERY NEEDS
CVS MINIMART
HANOI

26
Source: Nielsen Shopper Trend – Vietnam 2012 and 2014
- Which of these types of stores have you visited in the past 7 days?
- On average, how often would you shop at the following type of store?
- Which of these types of stores would be the one where you normally buy most of your food and grocery items?
SHIFT FROM TRADITIONAL TO MODERN TRADE
WHERE DO CONSUMERS SHOP?
(%)
HOW OFTEN DO THEY SHOP?
(AVERAGE PER MONTH)
CHANNEL SPENT MOST IN?
(%)
2012 2014 2012 2014 2013 2014
WET MARKETS 90 85 23.2 22.4 53 47
TRADITIONAL GROCERY 81 64 10.8 8.6 11 7
SUPERMARKETS 62 60 3.0 2.8 34 40
CONVENIENCE STORES 5 11 2.1 3.6 1 2
PERSONAL CARE 11 9 0.8 0.9
MINIMARTS - 4 - 2.7
COSMETIC SHOPS 6 4 0.7 1.1
CASH AND CARRY 4 3 0.8 0.9
DEPARTMENT STORES 3 1 0.6 0.6

27
FREQUENT VISITORS
(Visiting at least 2–3x/ week)
OCCASSIONAL VISITORS
(Visiting less than 2–3x/ week)
Source: Nielsen Study at CVS/MM 2015 – Quantitative
How often do you visit each of the following channels?
CONVENIENCE STORES
MINIMARTS
81%
VISIT TRADITIONAL
GROCERY SHOPS
85%
VISIT WET MARKETS
65%
VISIT TRADITIONAL
GROCERY SHOPS
67%
VISIT WET MARKETS
TRADITIONAL GROCERIES AND WET MARKETS ON ALERT

28Source: Nielsen Study at CVS/MM 2015 – Qualitative
SUPER/HYPERM
ARKET
TRADITIONAL
GROCERY
MARKET STALL
STREET
VENDORS
EATERY
QUICK SERVICE
RESTAURRANT
CAFÉ
TEASHOP
STREETSIDE
HAWKER
TRADITIONAL
GROCERY
TEASHOP
CAFÉ
On premise On the go
Stock-up/Fill-inDaily shop
WET MARKET
TRADTIONAL
GROCERY
Depending on Shopper Mission…..
POTENTIAL THREAT TO OTHER CHANNELS TOO

29
86%
What items did you buy today?
TODAY, FOOD AND BEVERAGE IS DRIVING CVS SALES
buy either
food or beverage 51%
of food buyers
also buy
beverage items
62%
of beverage
buyers also buy
food items

30
EXPERIENCE
CONVENIENCE
IMMEDIATE DELAYED
IMMEDIATE CONSUMPTION IS KEY TRIGGER IN CVS
Source: Nielsen Study at CVS/MM 2015 – Quantitative and Qualitative
What best describes your main purpose of this shopping trip?
Which shopping channel(s) fit with the following statement?
KEY NEED STATES
Specific functional and
emotional benefit
• Meal preparation
• Necessity fill-in
• Good service from staff 85%
• Fresh everyday 22%
Daily shop/fill-in: 14%
• Quick Fix
• Quick to get in and out 82%
• Clear store layout to find
products 82%
• Long operating hours: 86%
Urgency: 6%• Pick me up
• Recharge
• Stock availability assurance 46%
• Quick billing 78%
On-the-go and just-in-
time meals: 47%
• Unwind/Relaxation/Self-indulgence
• Fun time together/Family bonding
• Fun time together 66%
• Joy and relaxation 64%
• Neat and clean environment 92%
On premise: 26%

31
EXPERIENCE
CONVENIENCE
Source: Nielsen Study at CVS/MM 2015 – Quantitative and Qualitative
What best describes your main purpose of this shopping trip?
KEY NEED STATES
Specific functional and
emotional benefit
• Meal preparation
• Necessity fill-in
• Good service from staff 90%
• Fresh everyday 53%
Daily shop/fill-in: 55%
• Quick Fix
• Quick to get in and out 81%
• Clear store layout to find
products 90%
• Long operating hours: 85%
Urgency: 13%• Pick me up
• Recharge
• Stock availability assurance 48%
• Quick billing 79%
On-the-go and Just-in-
time meals: 19%
Home stocking
and consumption
• Freedom to browse 93%
• Quality assurance 71%
• Wide assortment 74%
Stock up: 9%
DAILY SHOPPING NEED IS THE REASON FOR MMS
IMMEDIATE DELAYED

32
WHAT
is the FUTURE of the
convenience offer

33
ENORMOUS OPPORTUNITY IN VIETNAM
What is the right offer in each area?
Number of People per Convenience Store
Convenience stores are now truly convenient in many countries
1,835
2,300
5,261
5,556
7,040
7,300
21,000
37,000
69,000
KOREA
TAIWAN
HK
THAILAND
MALAYSIA
SINGAP…
CHINA
PHILIPPI…
VIETNAM
Source: Nielsen Retail Census
(% OF POPULATION)

34
EARLY SENTIMENTS: AGGRESSIVE AND AMBITIOUS
"Citimart’s strategy will not only
stop at supermarket but also open
small-format stores, minimart to
explore all market segments.”
Ms. Nguyễn Thị Ánh Hòa
Investors of Citimart
“Vingroup with a plan to
develop 100 supermarkets,
1000 convenience stores till
2017, aims to create jobs for
20000 Vietnamese labour ”
Mr. Lê Khắc Hiệp
Vice President of Vingroup
“Co.op Foods target to open 30
stores till the end of this year (2011)
and open 150 stores moare up to
2015”
Ms. Nguyễn Thị Tuyết Hoa
Deputy Director of Saigon Co.op
“Up to now, Vietnam only had 400
stores. Meanwhile, with population
of 60 millions, Thailand has 10.000
(convenience) stores; Japan has up to
50.000 stores for 130 mil people.
Therefore, my forecast is Vietnamese
market size will be bigger than Thais
and in ten years times, number of
(convenience) stores can reach to
15.000 nationwide”
Mr. Kigure Takehiko
CEO of FamilyMart
Source: Nielsen Study at CVS/MM 2015 – Qualitative
“We have invested in the channel 2 years
now.
CVS chains are doing successfully by
recruiting the youth as their shoppers.
Vietnamese youngsters catching up quickly
with this new trend is quite surprising.
While independent minimarts, the
transition between traditional trade and
modern stores, are impacting
super/hypermarkets”
MT manager
A multinational FMCG company
RETAILERS MANUFACTURERS

35
SUPER/
HYPER
TRADITIONAL
GROCERY
WET MARKET
+ + +
- + +
- + +
- - +
- - -
- + +
GAP BETWEEN CONVENIENCE RETAILING V.S.
OTHER CHANNELS
CONVENIENCE WILL DRIVE MODERN TRADE
% agree with imagery statements
CONVENIENCE
ASSORTMENT
ASSURANCE
FRESHNESS
PRICING
JOY/
EXPERIENCE
+: ADVANTAGE
-: DISADVANTAGE

36Source: Nielsen Study at CVS/MM 2015 – Qualitative
MORE THAN 1 DEFINITION OF CONVENIENCE…..
PRIVACY
Free to browse
without disturbance
ACCESSIBLE
Just one step from
home/school/office
Easy browsing –
Quick billing
QUICK
AND EASY
AVAILABILITY
Long opening hours,
esp. for fresh food
Ready-to-eat
And Ready-to-cook
READILY MADE
ALL IN ONE
One place for
all solution

37
DIFFERENT FOLKS, DIFFERENT PATHS OF PURCHASE
Vietnam
IMPULSE
DECISION
BIG SPEND
FREQUENT VISIT
MORE F&B
OPPORTUNITY
EXPECTATION
TOWARDS
PRODUCT
PLANNED
DECISION
SMALL SPEND
OCCASIONAL
LESS F&B
OPPORTUNITY
EXPECTATION
TOWARDS
SERVICES
More F&B, especially RTE More services (Promotions/
Loyalty program/Free delivery)
HIGH ON
VISITING CVS
HIGH ON
VISITING MM
EXPERIENCE
NEED
CONVENIENCE
NEED
STUDENT FIRST JOBBER WORKING MOM HOUSEWIFE
Source: Nielsen Vietnam Convenience Store Study

38
WHAT’S THE WINNING STRATEGY?
CRITICAL SUCCESS FACTORS

39
FOOD
ON THE GO
EXTENDED
SERVICES
AND HOURS
COMPETITVE
PRICING
HIGH QUALITY
WIDE PRODUCT
CHOICE
SPEED OF
SERVICE
FRESH
PERSONAL
LOCAL
CHANNEL FORMATS ARE STARTING TO BLUR
Consumer need for convenience is common link

40
HOW DO YOU DIFFERENTIATE AND GROW
IN THIS COMPETITIVE MARKET?
NEW
CONVENIENCE
FOOD ON THE GO
FRESH
COMPETITIVE PRICING
EXTENDED SERVICES
AND HOURS

41
CONVENIENCE PROVIDING SOCIAL MEETING PLACES
IN SINGAPORE
Competing directly with Quick Serve Restaurants and Coffee Shops in all markets
Source: Observations/websites

42
Upgraded 2nd generation ibon
Printing/Scan event tickets/transportation
tickets besides household bill payment
Provide tablet in sitting area
Customer can access to 7-Net
to shop more
In-store media
Sports/TV commercials
INNOVATIVE IN-STORE EXPERIENCES ALREADY HERE

43
IN-STORE
DECORATION BY CVS
CVS WITH BIGGER SIZE
DIFFERENTIATE WITH STYLE OR SIZE…..

44
Providing convenience in “fresh”
INDIVIDUAL
FRUIT AND
VEGETABLES
READY-TO-COOK
INGREDIENTS
CONVENIENCE MOVING INTO FRESH IN TAIWAN
Catering to the everyday needs of small households

45Source: Nielsen Consumer Confidence Index Q4’14
RESPONDING TO INCREASING DEMANDS OF
HEALTH-CONSCIOUS CONSUMERS
THE #1
VIETNAMESE
CONCERN
READY TO DRINK MILK/YOGHURT
CHEESE
HEALTHY BEVERAGES
TRADITIONAL SNACKS
PRE-CUT FRESH FRUITS

46
OPPORTUNITY FOR PRIVATE LABEL TO GROW
Quality and assortment gaining importance……
Hot-selling
imported snack
(of some
countries)
Local favorite
drink/snack
Imported
product
(electronic
devices,
personal care)
New tea drink Frozen food

47
Shoppers increasingly expect Convenience + Low Prices
INCREASED FOCUS ON MEETING SHOPPERS’ NEED
FOR VALUE IN TAIWAN
SEASONAL PROMOTION:
on RTD and RTE by theme/activity
TOTAL STORE PROMOTION:
Gain points when you spend > $60
PAY BILLS AND GET COUPONS
BUNDLE PROMOTION: Meal + drink

48
TOTAL STORE PROMOTION A MUST-DO TO
INCREASE BASKET SIZE IN VIETNAM
Provides everyday needs, and diversify promotion mechanism
SEASONAL PROMOTION:
on food and beverage by theme/activities
BUNDLE PROMOTION: Meal + drink
TOTAL STORE PROMOTION:
Get discounts/gifts by paying bills
OTHER CREATIVE PROMOTIONS

49
• Spend $3 at any 7-Eleven store to
get a stamp
• Get one figurine at $3.90 with 8
stamps or redeem one figure with
24 stamps
• Cheers LinkPoints Issuance: Every
$1=2points
• Min Purchase $10 at Cheers / Esso
Cheers, $20 at FairPrice Xpress
• Cheers LinkPoints Redemption: All
purchases
RETAILERS THEME MECHANISM
• Free registration
• 1st purchase over 30.000 VND ,
shoppers got gift from B’s mart
LOYALTY PROGRAMS WILL GROW IN IMPORTANCE

50
BUYING BEYOND
TRADITIONAL IMPULSE ITEMS
CONVENIENCE – BEYOND AN IMPULSE DESTINATION
In Thailand
79%
13
OF URBAN SHOPPERS
SHOPPED IN
CONVENIENCE
IN THE LAST WEEK
TRIPS/MTH
6% MORE EXPENSIVE
THAN HYPER
IN THAILAND,
CONVENIENCE IS ONLY
IN OTHER COUNTRIES,
E.G. SINGAPORE, IT’S UP
TO 30% MORE EXPENSIVE
MAKING
19% OF THAI SHOPPER
VISITS TO CVS FOR
EVERYDAY NEEDS
Sources: Nielsen Shopper Trends and Retail Measurement Services

51
PROVIDING SERVICES THAT MAKE LIFE EASIER
IN KOREA
Increasing shopper spend and frequency
POSTAL
SERVICE
MOBILE
PHONE
GIFT
CARD
ATM
TAX
PAYMENT LOTTERY
PAYMENT
SERVICE
TICKET
PICK-UP
RTE
/FRESH

52
CONVENIENCE OF THE FUTURE: MORE THAN FMCG
฿
PAYMENT
SERVICE
FRESH FOOD
READY-TO-EAT
DINE-IN
LOYALTY PROGRAMME
TICKET
PICK-UP
GAS
STATION
ATM WIFI
From bill payment to having a hot meal, more services are being added…..

53
MAKING SHOPPERS’ LIVES TRULY CONVENIENT
A day in the life of a shopper around CVS
Small sized
vegetables
Get coupons by
paying bills in CVS
NEW DAY
START!
08:45 am 12:30 pm
13:30 pm
18:00 pm
21:00 pm
Freshly
brewed coffee
15:30 pm
19:30 pm
Late night snack
Pre-cut fruit
Pre-cooked
home meals
Rice
Lunchbox
Meal
Bundle Promotion:
Meal+ Drink
ATM
Pick up
theatre
tickets

54
FAST BECOMING AN ENABLER TO BUSY LIVES
A hangout venue
for young
shoppers
A time saver for
working females
A convenient
location for
working males
MORE THAN JUST A
CONVENIENCE STORE

55
CONVENIENCE IS MOVING BEYOND A STORE FRONT
EATING
ON THE GO
SOCIALISING
WEEKLY SHOP
INNOVATE
BEYOND CPG
SHOPPING
ON THE GO
PRICING AND
RANGING TO
RIVAL SUPERS
EASE OF ACCESS
FRESH FOOD
ARE YOU READY
TO EVOLVE?

56
THE FUTURE OF CONVENIENCE
Move beyond
the big cities to
capitalise on
consumer
purchasing
power
Convenience is
not a store
format –
it’s a consumer
need
Digitalise your
offering to be
truly convenient,
anywhere,
any time

Vietnamese Consumers Insight 2016

Vietnamese Consumers Insight 2016

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