Vietnam milk market is lucrative: Only 30% drink milk, and most can't recognize the difference between liquid milk types Find more at: http://www.di-onlinesurvey.com/

1. Feb 2015
DI-MARKETING
STUDY ABOUT USAGE & BEHAVIOR
OF VIETNAMESE TOWARD DRINKING
MILK

2. 2
VIETNAMESE PEOPLE CAN’T CLARIFY THE TYPE OF MILK
69 % Vietnamese don’t know clearly the difference between UHT milk, UHT
fresh milk and Pasteurized milk
Do you know the different of UHT milk, UHT fresh milk & Pasteurized milk?
N=2351
72% 72%
61%
66% 69%
16% 21%
31% 20%
22%
11%
7% 9%
14%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-22 23-28 Over 28 under 18 Grand Total
I totally don’t know
I know and understand clearly all of
them
I just know a little & don’t understand
clearly all of them

3. 3
MOST OF VIETNAMESE USE MILK AS A NUTRITION SOURCE
Add more nutrition and get healthier are main purposes of drinking milk with
91% and 79%. Female also drink milk for a better appearance
What are the benefits of drinking milk?
N=2351
3%
21%
44%
54%
74%
79%
91%
5%
28%
30%
55%
49%
80%
92%
3%
23%
40%
54%
66%
79%
91%
0% 20% 40% 60% 80% 100%
Others
Help to gain weight
Help my body fit
Help me taller
Help my skin more beautiful
Help me healthier
Help to add more nutrition for myself
Grand Total
Male
Female

4. 4
VINAMILK HAS THE STRONGEST RECOGNITION IN VIETNAM
Beside Vinamilk, TH true milk, Dutch Lady are highly recognized nation wise.
Moc Chau and Ba Vi are more popular in the North while Long Thanh is
popular in the South
Which brand of liquid milk below are you aware of?
N=2351
97% 96% 96% 96%94% 92% 90% 92%
84%
90%
86%
88%
83%
49%
66%
58%
6%
79%
34%
56%
51% 51%
43%
48%
88%
24%
61%
44%
10%
38%
12%
26%
3% 3% 2% 3%
0%
20%
40%
60%
80%
100%
120%
Hà Nội Hồ Chí Minh Other city/province Grand Total
Vinamilk TH True Milk Dutch Lady (Cô gái Hà Lan) Ba Vì Long Thành Love’in Farm Mộc Châu Đà Lạt Milk Others

5. 5
VINAMILK IS A LEADER OF LIQUID MILK MARKET IN VIETNAM
Vinamilk, TH true milk and Dutch lady are
3 most know milk brands
Which brand of liquid milk you drink the
most?
Which brand of liquid milk below are you
aware of?
Vinamilk, TH true milk and Dutch lady are
3 most drinking milk brands in Vietnam.
Vinamilk takes 61% of market share
N=2351 N=2351
0%
3%
26%
44%
48%
56%
58%
88%
92%
96%
0% 20% 40% 60% 80% 100% 120%
None above
Others
Đà Lạt Milk
Mộc Châu
Love’in Farm
Long Thành
Ba Vì
Dutch Lady (Cô gái Hà Lan)
TH True Milk
Vinamilk
1%
1%
1%
1%
2%
3%
11%
17%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Đà Lạt Milk
Others
Ba Vì
Love’in Farm
Mộc Châu
Long Thành
Dutch Lady (Cô gái Hà Lan)
TH True Milk
Vinamilk

6. 6
TRUSTED BRAND IS A NUMBER ONE CHOOSING FACTOR
Trusted brand ranked the top with 74%, second and third are nutrition facts with
64% and price with 58%
When choosing a liquid milk brand which criteria you care about?
N=2351
1%
6%
18%
32%
37%
44%
45%
54%
58%
64%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Others
It’s foreign brand
Attractive packaging
It’s Vietnamese brand
Use high tech in producing milk
Many people drink it
Type of milk (UHT, Fresh UHT,..)
Flavor of milk
Price
Nutrition facts
Trusted brand

7. 7
TH TRUE MILK IS MORE APPRECIATED ON FLAVOR
Vinamilk and Dutch lady are chosen base on trusted brand, nutrition fact and
price while TH true Milk is chosen base on trusted brand, nutrition fact and
flavor
When choosing a liquid milk brand which criteria you care about?
Which brand of liquid milk do you drink the most?
1%
6%
19%
28%
38%
39%
46%
49%
56%
62%
71%
0% 20% 40% 60% 80%
TH True Milk
Others
It’s foreign brand
Attractive packaging
It’s Vietnamese…
Use high tech in…
Many people drink it
Type of milk (UHT,…
Price
Flavor of milk
Nutrition facts
Trusted brand
TH True Milk
1%
5%
17%
34%
37%
45%
47%
55%
62%
65%
76%
0% 20% 40% 60% 80%
Vinamilk
Others
It’s foreign…
Attractive…
It’s Vietnamese…
Use high tech…
Type of milk…
Many people…
Flavor of milk
Price
Nutrition facts
Trusted brand
Vinamilk
2%
8%
20%
23%
40%
46%
47%
56%
60%
66%
77%
0% 20% 40% 60% 80% 100%
Dutch Lady (Cô gái Hà…
Others
It’s foreign brand
Attractive packaging
It’s Vietnamese brand
Use high tech in…
Many people drink it
Type of milk (UHT,…
Flavor of milk
Price
Nutrition facts
Trusted brand
Dutch Lady
N=1435 N=253 N=408

8. 8
5%
11%
17%
22%
25%
25%
45%
48%
51%
57%
62%
0% 20% 40% 60% 80%
Others
It’s foreign brand
Attractive packaging
It’s Vietnamese brand
Many people drink it
Use high tech in…
Type of milk (UHT,…
Flavor of milk
Price
Trusted brand
Nutrition facts
Long Thành
2%
6%
21%
34%
40%
45%
51%
55%
57%
57%
58%
0% 20% 40% 60% 80%
Others
It’s foreign brand
Attractive packaging
Flavor of milk
Price
It’s Vietnamese brand
Use high tech in producing…
Type of milk (UHT, Fresh…
Many people drink it
Trusted brand
Nutrition facts
Mộc Châu
0%
5%
20%
20%
30%
30%
35%
45%
55%
55%
70%
0% 20% 40% 60% 80%
Others
It’s foreign brand
Many people drink it
Attractive packaging
Price
Type of milk (UHT,…
It’s Vietnamese brand
Use high tech in…
Nutrition facts
Flavor of milk
Trusted brand
Ba Vì
BA VI IS DIFERENTIATE BY THE MILK FLAVOR
Long Thành and Mộc Châu are most chose based on nutrition fact while Ba Vì
is chose based on trusted brand and more competitive with its flavor
Q12:When choosing a liquid milk brand which criteria you care about?
Q10:Which brand of liquid milk do you drink the most?
N=53N=65 N=20

9. 9
1/3 OF VIETNAMESE DRINK MILK EVERYDAY
33% people drink milk once a day and 20% people drink 2-3 times/ day, 20%
drink 2-3 times/day
How frequent you drink liquid milk?
N=2351
6%
2% 3%
4%
3%
23%
15%
21%
26%
20%
33%
31%
33%
36%
33%
13% 13% 13%
10%
12%
10%
21%
18%
13%
18%
4%
6%
5%
3%
5%
6% 6%
3% 3%
4%
6%
4%
2% 2% 3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
under 18 18-22 23-28 Over 28 Grand Total
More time 3 times/day 2-3 times/day Once/day 4-6 time/week 2-3 time/week
Once/week 2-3 times/month Once/month Less than once/month

10. 10
180-220ML IS THE MOST COMMON USING MIIK SIZE
180-220ml is most chosen by people especially by worker with 70%, the next
prefer size is 900ml-1litre with 14%
Which kind of packaging you usually buy?
N=2351
11% 10%
17%
8%
16%
12% 12% 12% 12% 12%
59%
64%
58%
64%
53% 55%
70%
63%
45%
60%
14%
7%
10% 10% 9% 10%
5%
10%
17%
11%12%
16%
13%
16%
20% 19%
8%
12%
18%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Small bottle/pack 110 ml
Medium bottle/pack 180-220 ml
Bottle 450-500 ml
Big bottle 900 ml -1 liter

11. 11
MOST VIETNAMESE SPEND $1 - $5 ON EACH TIME THEY
PURCHASE LIQUID MILK
How much you spend in average on each time you purchase?
N=2351
3% 3% 3% 3%
24%
26%
19%
23%
24%
25%
22%
23%
15%
11%
15% 14%
10%
13% 13%
11%
10% 11%
12%
11%
6%
5%
6% 6%
2% 2%
4%
3%3%
4%
2% 3%3%
1%
5%
3%
0%
5%
10%
15%
20%
25%
30%
Hồ Chí Minh Hà Nội Other city/province Grand Total
Less than $1 $1 under $3 $3 under $5 $5 under $8
$8 under $10 $10 under $15 $15 under $20 $20 under $25
Over $25 I dont know/dont remember

12. 12
TV IS THE MOST EFFECTIVE CHANNEL TO REACH
COMSUMERS
69% people choose TV ads and 40% choose friends/relatives source which
make the word of mouth is also significant in this industry
Which source of info/channel you know about those brands?
N=2351
63% 64%
62% 63%
41% 41%
37%
40%39%
34% 36% 37%
27% 29% 30% 28%
22%
29% 28%
25%
28%
22%
24% 25%23%
20%
24% 22%
19%
15%
17% 17%
13%
18%
14% 15%
4% 5%
2% 4%
0%
10%
20%
30%
40%
50%
60%
70%
Hồ Chí Minh Other city/province Hà Nội Grand Total
TV ads Relatives/friends introduce to me Newspaper/Magazine ads
Ads on Website Ads on facebook Outdoor ads
Free sample/trial Promotion Girl/Sales Staff introduce to me Ads on forum
Others
Milk company should not only focus on advertising but should also create value to
increase its reputation

13. 13
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

14. 14
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

15. 15