The document summarizes the findings of a survey about yogurt consumption in Vietnam. Some key findings include: - Vinamilk has the highest brand awareness and market share in Vietnam's yogurt industry. TV commercials are an effective marketing channel. - Good flavor and a trusted brand are the top factors for choosing a yogurt brand. About 1/3 of people consume yogurt daily, with older age groups consuming more frequently. - Aloe Vera is the most popular flavor. Females use yogurt for perceived beauty benefits more than males.

1. DI-MARKETING
STUDY ABOUT YOGURT
CONSUMPTION OF VIETNAMESE

2. 2
SCOPE OF WORK
 The survey was conducted to study about yogurt usage of
Vietnamese.
 Methodology: Online survey
 Fieldwork time: 3 days (22/4/2015 to 24/4/2015)
 Sample size: N = 1633
 Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho

3. 3
KEY FINDINGS
• Vinamilk have highest brand awareness as well as market
share in yogurt industry in Vietnam
• TV commercials is the most effective way to increase brand
recognition
• Good flavor and trusted brand are 2 key factors for choosing
a yogurt brand
• 3/10 people consume yogurt daily and people from 26 years
old and above consume more frequent than others
• The most favorite flavor is Aloe Vera and female use yogurt
for many beauty related purposes

4. 4
What is your age group?
N=1633
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
37%
63%
0% 20% 40% 60% 80%
Male
Female
2%
2%
3%
16%
23%
55%
0% 10% 20% 30% 40% 50% 60%
Hai Phong
Can Tho
Da Nang
Hanoi
Others
Ho Chi Minh
4%
47%
25%
24%
0% 10% 20% 30% 40% 50%
Under 18
18-25
26-30
Over 30
3%
3%
4%
5%
9%
11%
32%
32%
0% 5% 10% 15% 20% 25% 30% 35%
Job seeker/Retired
Factory Worker
Others
Housewife
Self-employed
Engineer/Doctor/Teacher
Student
Officer

5. 5
VINAMILK, TH TRUE MILK AND DUTCH LADY ARE THE MOST
POPULAR YOGURT BRANDS IN VIETNAM
What yogurt brands ( both drinking and eating yogurt) below are you aware of?
N=1633
2%
24%
31%
33%
42%
54%
54%
57%
63%
64%
80%
95%
Others
Dalat milk
Fristi
Long Thành
Mộc Châu
Su Su
Love’in Farm
Ba Vì
Yakult
Dutch Lady (Cô gái Hà Lan)
TH True Milk
Vinamilk

6. 6
2%
20%
27%
27%
38%
43%
44%
46%
46%
73%
77%
Others
I got it as promotion gift from other products
Sale person introduce at the selling place
Outdoor ads (banner, bilboard,…)
Online Ads (Website, facebook, forums….) exclude facebook
I saw many people eat that brand
Facebook
Friends /family recommendation
Ads on newspaper/magazine
See the brand in many selling places ( supermarket,
convenient stores,ect)
TV commercials
BESIDE TV COMMERCIALS, POINT OF SALES IS ALSO A KEY
MARKETING CHANNEL THAT NEEDS TO FOCUS ON
How do you know about those yogurt brands?
N=1633

7. 7
2%
20%
27%
27%
43%
45%
47%
48%
49%
71%
78%
26-30
3%
11%
21%
22%
32%
33%
38%
44%
59%
79%
90%
Others
Sale person introduce at the selling place
I got it as promotion gift from other
products
Outdoor ads (banner, bilboard,…)
Facebook
Online Ads (Website, facebook,
forums….) exclude facebook
I saw many people eat that brand
Friends /family recommendation
Ads on newspaper/magazine
See the brand in many selling places (
supermarket, convenient stores,ect)
TV commercials
Under 18
N=1633
SURPRISINGLY, FACEBOOK AD IS MORE EFFECTIVE FOR
PEOPLE FROM 26 AND ABOVE
2%
17%
24%
25%
37%
42%
42%
42%
46%
73%
76%
18-25
2%
20%
27%
27%
44%
46%
48%
49%
50%
73%
80%
Over 30
How do you know about those yogurt brands?

8. 8
VINAMILK IS OVER-DOMINIATING AGAINST THE OTHERS
What yogurt brands brand below are you aware of?
Which yogurt brand do you consume the most?
N=163395%
80%
64% 63%
57%
54% 54%
42%
33% 31%
24%
2%
66%
10%
6% 5% 3% 4%
2% 2% 1% 0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage

9. 9
87%
47%
35%
27%
22% 22%
17% 16%
10%
9%
4% 3%
1%
66%
10%
6% 5% 4% 3% 2% 2% 1% 0% 0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Vinamilk
TH True
Milk
Dutch
Lady (Cô
gái Hà
Lan)
Yakult Love’in
Farm
Ba Vì Su Su Mộc
Châu
Long
Thành
Fristi Dalat
milk
I don’t
consume
yogurt
Others
Consumed last 3 months
Consume most frequently
What yogurt brands below have you consumed in the past 3 months?
Which yogurt brand do you consume the most?
N=1633
VINAMILK IS DOMINANT WITH 66% MARKET SHARE,
FOLLOWING BY TH TRUE MILK (10%) AND DUTCH LADY (6%)

10. 10
GOOD FLAVOR, TRUSTED BRAND ARE THE TOP REASONS FOR
CHOOSING VINAMILK AS WELL AS TH TRUE MILK
What are the reasons why do you choose that yogurt brand to consume the most ?
N=1052
4%
6%
15%
16%
18%
19%
20%
25%
28%
47%
49%
52%
64%
69%
Foreign brand
My favorite ceblerity represent that…
Love the brand advertising
Nice packaging
Have unique feature that other…
Variety of package type ( bottle, pack)
More nutritious than other brands
Frequently have good sales and…
For many types of consumers…
Variety of flavor
Vietnamese brand
Affordable price
Trusted brand
Good flavor
Vinamilk TH True Milk
N=161
7%
9%
14%
18%
20%
21%
23%
28%
29%
32%
33%
40%
51%
72%
Foreign brand
My favorite ceblerity represent…
Love the brand advertising
Nice packaging
For many types of consumers (…
Variety of package type ( bottle,…
Have unique feature that other…
Vietnamese brand
More nutritious than other brands
Frequently have good sales and…
Affordable price
Variety of flavor
Trusted brand
Good flavor
For many types of consumer (children,
elder, diet,..)
Vinamilk > affordable price TH True Milk > variety of flavor

11. 11
GOOD FLAVOR IS THE TOP REASON FOR CHOOSING BOTH
DUTCH LADY AND YAKULT BRANDS
What are the reasons why do you choose that yogurt brand to consume the most ?
N=95
Dutch Lady Yakult
N=83
11%
15%
16%
18%
21%
21%
23%
23%
24%
36%
38%
43%
52%
69%
My favorite ceblerity represent that…
Foreign brand
Vietnamese brand
Love the brand advertising
Variety of package type ( bottle, pack)
Have unique feature that other brands…
Nice packaging
Frequently have good sales and…
For many types of consumers ( children,…
More nutritious than other brands
Variety of flavor
Affordable price
Trusted brand
Good flavor
For many types of consumer
(children, elder, diet,..)
10%
11%
11%
19%
20%
22%
27%
28%
30%
36%
39%
51%
52%
73%
My favorite ceblerity represent that brand
Frequently have good sales and…
Vietnamese brand
Variety of package type ( bottle, pack)
Love the brand advertising
Nice packaging
Variety of flavor
For many types of consumers ( children,…
Foreign brand
Affordable price
Have unique feature that other brands…
Trusted brand
More nutritious than other brands
Good flavor
For many types of consumer
(children, elder, diet,..)
Dutch Lady > trusted brand Yakul > more nutrition

12. 12
EATING YOGURT IS STILL TOP CHOICE TO VIETNAMESE
Which type of yogurt do you mostly consume?
N=1587
83%
78%
83% 84% 84%
9%
13%
9% 9% 9%
8% 10% 8% 8% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Eating Yogurt Drinking yogurt Live yeast drinking yogurt
Eating
yogurt
Live
yeast
drinking
yogurt
Drinking
yogurt
Image is only for illustration, not for
commercial purposes.

13. 13
1/3 POPULATION CONSUME YOGURT ONCE A DAY
How often do you consume yogurt in last month?
N=1587
Age group from 26 to over 30 years old consume more frequently
than the others
5%
11% 8%
2% 2%
9%
13%
12%
5% 4%
24%
19% 27%
22% 21%
12%
6%
12%
14%
9%
34%
29%
25%
41%
46%
15%
19%
14% 14% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under 18 18-25 26-30 Over 30
More than 3
times/day
2-3 times/day
Once/day
4-6 times/week
2-3 times/week
Once/week
Less than once/ week

14. 14
GOOD FOR DIGESTION IS THE MAIN USAGE PURPOSE
FEMALE TREAT YOGURT MORE AS A BEAUTY TREATMENT
In what purposes to you use yogurt for ?
N=1587
88%
85%
89%
69% 71%
68%
68%
45%
77%
40%
22%
48%
33%
38%
31%31%
16%
37%
22% 20%
23%
16% 18%
15%
13% 12% 13%
10% 11% 10%
2% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Male Female
Good for digestion Add vitamin and minerals supplement
For better skin Good for body shape
Serve the thirst Use as face mask
As a habit Gain height
Serve the hunger Gain weight
Others
Beauty conscious

15. 15
THE YOUNGE PREFER FRUIT & ALOE VERA FLAVOR, WHILE
THE OLDER ONES PREFER MORE NATURAL TASTEs
What is your most favorite flavor of yogurt?
N=1587
8%
5%
8% 8%
9%
16% 13% 15% 19%
16%
18%
17% 16%
21% 21%
20% 27%
17%
17%
27%
34%
30%
41%
33%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under 18 18-25 26-30 Over 30
Aloe Vera
Original flavor ( only
sweeten)
Made from pure fresh
milk
Fruit
Less sugar
Non-sugar
Made from Goat milk
Others

16. 16
52% VIETNAMESE USUALLY BUY YOGURT 1-3 TIMES/WEEK
How often do you buy yogurt?
N=1587
3% 2% 3% 3% 6%
4%
9%
4% 3%
3%
12%
16%
11%
9%
16%
19%
13%
19%
22%
18%
29% 19% 26% 30%
35%
23%
31% 26% 24%
16%
8% 6% 9% 9% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total under 18 18-25 26-30 Over 30
More than 3
times/week
2-3 times/week
Once/week
2-3 times/month
Once/month
Once every 2-3 months
Once every more than
3 months
I don't buy

17. 17
THE HIGHER INCOME TEND TO SPEND MORE ON YOGURT
How much do you usually spend on each time for purchasing yogurt?
N=1587
1% 0% 0% 1% 0% 1%
14%
14%
5% 9%
14%
18%
27%
7%
17%
8%
16%
20%
21%
17%
12%
17%
16%
17%
19%
23%
11%
10%
22%
23%
28%
22%
16% 19%
19%
18%
31%
21%
15%
10% 12%
24%
6%
14%
6% 4% 4% 0%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Less than $1
From $1 to $2
Over $2 to $3
Over$3 to $4
Over $4 to $5
Over $5 to $10
Over $10 to $15
Over $15
Don’t remember/don’t
know
More than a half of vietnamese spend $1-$4 for purchasing yogurt

18. 18
GROCERY STORE AND MILK SHOPS ARE THE MOST POPULAR
PURCHASE PLACES
Where do you usually buy yogurt?
N=1587
1%
2%
6%
19%
23%
35%
36%
53%
0% 10% 20% 30% 40% 50% 60%
Others
Online websites
Shop/ store only sell foreigned goods
Tradition market
Convenient store
Supermarket
Milk brand shop ( only sell milk related products)
Grocery store

19. 19
VIETNAMESE YOGURT BRAND IS MOSTLY PREFEREDBY ALL INCOMES
What origins of yogurt you care about ?
N=1587
80%
83%
81%
78%
81% 83%
74%
18% 18%
14%
16%
25%
20% 21%
16%
10% 11% 11%
28%
11%
15% 13%
17% 17%
11% 10%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Vietnam
USA
Germany
France
I don’t care
Thailand
Russia
Others

20. 20
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

21. 21
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

22. 22