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STUDY ABOUT VIETNAM ENERGY DRINK
BY DI-MARKETING (www.di-onlinesurvey.com)
July, 2015
1
SCOPE OF WORK
 This survey was conducted to study about the usage and attitude
of Vietnamese toward energy drinks.
 Me...
2
KEY FINDINGS
• Sting from Pepsi Co. is the most well-known energy drink
•TV commercials (79%) is still the most effectiv...
3
N=1054
DEMOGRAPHIC INFORMATION
6%
44%
27%
23%
Under 18
18-25
26-30
Over 30
Age
32%
68%
Male
Female
Gender
2%
3%
4%
17%
2...
4
9%
15%
16%
16%
16%
25%
36%
37%
52%
63%
81%
82%
84%
Carabao
Storm
Monster energy
X2
Rhino
Red Tiger
Wake-up 247
Lipovitan...
5
TV COMMERCIALS AND POINT OF SALES ARE MAIN SOURCES OF
BRAND AWARENESS
How do you know these brands?
79%
86%
80% 78%
76%
...
6
REDBULL IS DOMINANT ENERGY DRINK INDUSTRY IN VIETNAM WITH
42% MARKET SHARE
which energy drink brand do you drink the mos...
7
REDBULL IS PENETRATING ENERGY DRINK MARKET WITH HIGHEST
MARKET SHARE AND BRAND AWARENESS
Which brands do you know?
Which...
8
REDBULL CREATE A BIG GAP WITH OTHER PLAYERS IN
VIETNAM ENERGY DRINK MARKET
Sting
Redbull
Number 1
Red dragon
SamuraiLipo...
9
TASTY (66%) AND DISTRIBUTION (51%) ARE 2 MOST IMPORTANT
FACTORS FOR CHOOSING A BRANDS
Why do you choose that brand? (bra...
10
STING IS APPRECIATED FOR IT PRICE WHILE REDBULL IS CHOSEN
BECAUSE IT HELP STAY AWAKE
Why do you choose this brand ?
1%
...
11
NUMBER 1 IS CHOSEN BECAUSE OF ITS FLAVOR WHILE
WIDE COVERAGE AND PRICE ARE ADVANTAGES OF RONG DO
Why do you choose this...
12
30% Tasty
27% Good price
26% Good quality
8% Normal
6% Too sweet
5% Trustworthy
5% Satisfied
36% Good quality
24% Good ...
13
80% ARE SATISFIED WITH THEIR CURRENT BRAND
How do you feel about your current energy drink brand ?
22%
13%
25% 28%
23%
...
14
ONLY 11% ARE LOYAL WITH THEIR CURRENT BRAND
1% 1% 0% 1% 0% 2%
19% 22%
19%
13% 16%
19%
38%
44%
33% 40%
45% 33%
32%
31%
3...
15
CONSUMERS ARE DEMANDING BRANDS OFFER MORE
PROMOTION/DISCOUNT PROGRAM TO MAKE THEM HAPPIER
Are there anything make you f...
16
RED DRAGON HAS THE HIGHEST SATISFACTION WHILE NUMBER 1
GAIN HIGHEST LOYAL CONSUMERS
Sting
Redbull
Number 1
Red dragon
N...
17
What’s your ability of introducing your current brand to others?
70% WILL INTRODUCE THEIR CURRENT BRAND TO OTHERS
5%3% ...
18
How often do you use energy drink ?
1/5 USE ENERGY DRINK AT LEAST 4 TIMES/WEEK
9% 9% 10% 6% 10% 6%
8% 7% 10%
5%
10%
5%
...
19
1/4 SPEND FROM $0.5 - $ 0.9 EACH TIME BUYING ENERGY DRINK
How much do you spend each time buying energy drink ?
5% 5% 2...
20
Where do you often buy energy drinks ?
SUPERMARKET AND GROCERY STORE ARE CHANNELS PEOPLE BUY
ENERGY DRINKS THE MOST
72%...
21
When do you often drink energy drinks ?
55% DRINK ENERGY DRINKS ANYTIME THEY WANT
55%
52%
59%
54%
63%
47%
53%
49%
53%
6...
22
What you think about the statement “Drinking energy beverages is not good for health” ?
45% KNOW THE HARM OF DRINKING E...
23
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. ...
24
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Cont...
25
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Energy drinks usage in Vietnam

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1/5 Vietnamese drink energy drinks eat least 4 times/week.

Find more at:
http://www.di-onlinesurvey.com/

Published in: Food

Energy drinks usage in Vietnam

  1. 1. STUDY ABOUT VIETNAM ENERGY DRINK BY DI-MARKETING (www.di-onlinesurvey.com) July, 2015
  2. 2. 1 SCOPE OF WORK  This survey was conducted to study about the usage and attitude of Vietnamese toward energy drinks.  Methodology: Online survey  Fieldwork time: 3 days (10/07/2015 to 12/07/2015)  Sample size: N = 1,054  Geography: 5 key cities • Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho
  3. 3. 2 KEY FINDINGS • Sting from Pepsi Co. is the most well-known energy drink •TV commercials (79%) is still the most effective marketing channel • Redbull – a product from Thailand - is dominating the industry • Majority Vietnamese choose an energy drink brand because it is tasty (66%) • Red dragon has the highest satisfaction while Number 1 gains the highest ratio of loyal consumer • 70% will introduce their energy drink brand to others •1/5 population use energy drink at least 4 times/week and 1/3 of them spend from $ 0.9 - $ 2.3 each time buying
  4. 4. 3 N=1054 DEMOGRAPHIC INFORMATION 6% 44% 27% 23% Under 18 18-25 26-30 Over 30 Age 32% 68% Male Female Gender 2% 3% 4% 17% 28% 45% Can Tho Hai Phong Da Nang Ha Noi Other Ho Chi Minh Place 4% 5% 5% 6% 10% 10% 29% 31% Job seeker/Retired Housewife Factory Worker Others Self-employed Engineer/Doctor/Teacher Officer Student Occupation
  5. 5. 4 9% 15% 16% 16% 16% 25% 36% 37% 52% 63% 81% 82% 84% Carabao Storm Monster energy X2 Rhino Red Tiger Wake-up 247 Lipovitan Samurai Red dragon Number 1 Redbull Sting Total 4% 13% 17% 13% 13% 16% 30% 39% 52% 58% 79% 82% 83% Ho Chi Minh 15% 18% 18% 23% 24% 36% 43% 34% 53% 58% 85% 81% 79% Ha Noi 11% 17% 15% 16% 16% 31% 40% 37% 52% 71% 82% 81% 87% Other STING, REDBULL AND NUMBER 1 ARE THE MOST WELL-KNOWN ENERGY DRINK IN VIETNAM Which energy drink brands below are you aware of? N=1054
  6. 6. 5 TV COMMERCIALS AND POINT OF SALES ARE MAIN SOURCES OF BRAND AWARENESS How do you know these brands? 79% 86% 80% 78% 76% 64% 63% 64% 65% 63% 45% 49% 40% 49% 48% 39% 34% 44% 44% 37% 37% 32% 41% 41% 31% 31% 28% 33% 38% 24% 17% 20% 27% 29% 5% 3% 3% 5% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total Under 18 18-25 26-30 Over 30 TV commercials I saw it at stores Friends/family suggest Newspaper/magazine ads Online Ads from web, forums,.. Outdoor ads Facebook ads Sale person introduce to me Others N=1054
  7. 7. 6 REDBULL IS DOMINANT ENERGY DRINK INDUSTRY IN VIETNAM WITH 42% MARKET SHARE which energy drink brand do you drink the most ? N=721 0% 0% 0% 0% 1% 2% 2% 2% 2% 4% 18% 27% 42% X2 Storm Red Tiger Carabao Monster energy Samurai Wake-up 247 Rhino Lipovitan Red dragon Number 1 Sting Redbull Total 0% 0% 0% 0% 2% 2% 2% 1% 3% 3% 12% 35% 41% Ho Chi Minh 0% 0% 0% 0% 0% 1% 0% 5% 1% 3% 23% 17% 50% Ha Noi 0% 0% 0% 0% 1% 2% 3% 1% 2% 6% 22% 24% 39% Other Sting is quite strong in Ho Chi Minh, while Number 1 is preferred by Hanoian
  8. 8. 7 REDBULL IS PENETRATING ENERGY DRINK MARKET WITH HIGHEST MARKET SHARE AND BRAND AWARENESS Which brands do you know? Which brands do you use the most ? 84% 82% 81% 63% 52% 37% 36% 25% 16% 16% 16% 15% 9% 27% 42% 18% 4% 2% 2% 2% 0% 2% 0% 1% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% N=721 Awareness Usage
  9. 9. 8 REDBULL CREATE A BIG GAP WITH OTHER PLAYERS IN VIETNAM ENERGY DRINK MARKET Sting Redbull Number 1 Red dragon SamuraiLipovitan N=721 Awareness Usage Low Low High High Which brands do you know? Which brands do you use the most ?
  10. 10. 9 TASTY (66%) AND DISTRIBUTION (51%) ARE 2 MOST IMPORTANT FACTORS FOR CHOOSING A BRANDS Why do you choose that brand? (brand drink the most) 2% 3% 15% 18% 24% 24% 31% 38% 40% 42% 46% 47% 51% 66% I don't use any Other Regular promotion I like their amazing ads Nice design/package Friends/relatives' suggestion Vitamin supply Refill energy quickly Trustworthy brand Many people use this Reasonable price Help me stay awake Good distribution Tasty N=721
  11. 11. 10 STING IS APPRECIATED FOR IT PRICE WHILE REDBULL IS CHOSEN BECAUSE IT HELP STAY AWAKE Why do you choose this brand ? 1% 1% 8% 12% 19% 16% 18% 24% 27% 41% 53% 33% 58% 69% I don't use any Other Regular promotion I like their amazing ads Nice design/package Friends/relatives' suggestion Vitamin supply Refill energy quickly Trustworthy brand Many people use this Reasonable price Help me stay awake Good distribution Tasty N = 198 1% 2% 12% 16% 23% 25% 34% 44% 46% 43% 38% 51% 47% 66% I don't use any Other Regular promotion I like their amazing ads Nice design/package Friends/relatives' suggestion Vitamin supply Refill energy quickly Trustworthy brand Many people use this Reasonable price Help me stay awake Good distribution Tasty N = 301 STING REDBULL
  12. 12. 11 NUMBER 1 IS CHOSEN BECAUSE OF ITS FLAVOR WHILE WIDE COVERAGE AND PRICE ARE ADVANTAGES OF RONG DO Why do you choose this brand ? NUMBER 1 RED DRAGON 3% 3% 25% 26% 24% 29% 40% 44% 46% 48% 56% 52% 54% 67% I don't use any Other Regular promotion I like their amazing ads Nice design/package Friends/relatives' suggestion Vitamin supply Refill energy quickly Trustworthy brand Many people use this Reasonable price Help me stay awake Good distribution Tasty N = 128 0% 0% 6% 16% 19% 26% 26% 13% 26% 19% 55% 45% 58% 48% I don't use any Other Regular promotion I like their amazing ads Nice design/package Friends/relatives' suggestion Vitamin supply Refill energy quickly Trustworthy brand Many people use this Reasonable price Help me stay awake Good distribution Tasty N = 31
  13. 13. 12 30% Tasty 27% Good price 26% Good quality 8% Normal 6% Too sweet 5% Trustworthy 5% Satisfied 36% Good quality 24% Good price 24% Tasty 17% Expensive 5% Satisfied 4% Normal 33% Quality products 33% Good price 27% Tasty 7% Expensive 13% Satisfied 2% Normal 2% Distribution What do you think about your most used brand? (spontaneously) N= 721 GOOD PRICE AND FLAVOR ARE MOST FACTORS TO WIN THE MARKET 52% Good price 35% High quality 29% Diversity and tasty 6% Expensive price 16% Good distribution 6% Less promotion 3% Normal
  14. 14. 13 80% ARE SATISFIED WITH THEIR CURRENT BRAND How do you feel about your current energy drink brand ? 22% 13% 25% 28% 23% 27% 54% 57% 54% 47% 61% 57% 23% 30% 21% 23% 16% 14% 1% 0% 0% 2% 0% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Sting Redbull Number 1 Red dragon Other N=721 Totally not satisfied Not satisfied Neutral Satisfied Totally satisfied Number 1 has highest Top Box consumers’ satisfaction level with 28%
  15. 15. 14 ONLY 11% ARE LOYAL WITH THEIR CURRENT BRAND 1% 1% 0% 1% 0% 2% 19% 22% 19% 13% 16% 19% 38% 44% 33% 40% 45% 33% 32% 31% 36% 28% 26% 32% 11% 3% 12% 18% 13% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Sting Redbull Number 1 Red dragon Other N=721 This is the only brand I use I will prioritize this brand I continue to use but still try others I will use this brand along with other I will change to another brand What is your intention of using this brands? Number 1 owns highest ratio of loyal consumer with 18% comparing with other players
  16. 16. 15 CONSUMERS ARE DEMANDING BRANDS OFFER MORE PROMOTION/DISCOUNT PROGRAM TO MAKE THEM HAPPIER Are there anything make you feel unhappy with your current brand ? 3% 4% 5% 11% 20% 23% 35% 45% Bad taste Bad distribution Untrustwothy Awful design Other Expensive Less product lines Less discount N=721 0% 2% 3% 7% 25% 15% 41% 49% N=198 3% 3% 2% 8% 14% 29% 32% 49% N=301 6% 0% 9% 22% 25% 19% 22% 34% N=128 20% 20% 40% 0% 20% 20% 40% 40% N=31 TOTAL 0% 20% 10% 20% 10% 40% 60% 30% N=63 STINGREDBULL NUMBER 1 RED DRAGON OTHER
  17. 17. 16 RED DRAGON HAS THE HIGHEST SATISFACTION WHILE NUMBER 1 GAIN HIGHEST LOYAL CONSUMERS Sting Redbull Number 1 Red dragon N=721 Loyalty Satisfaction Surprisingly, although Sting from Pepsi Co has big market share, it’s consumers’ satisfaction and loyalty indicator is the lowest one. High Low HighLow
  18. 18. 17 What’s your ability of introducing your current brand to others? 70% WILL INTRODUCE THEIR CURRENT BRAND TO OTHERS 5%3% 3% 4% 2% 0% 6% 26% 32% 25% 20% 29% 21% 43% 49% 42% 40% 29% 43% 27% 16% 29% 38% 42% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Sting Redbull Number 1 Red dragon Other N=721 Definitely recommend Will recommend Either recommend or not Not recommend Definitely not recommend
  19. 19. 18 How often do you use energy drink ? 1/5 USE ENERGY DRINK AT LEAST 4 TIMES/WEEK 9% 9% 10% 6% 10% 6% 8% 7% 10% 5% 10% 5% 19% 22% 21% 13% 13% 16% 18% 18% 18% 18% 16% 19% 26% 32% 23% 27% 19% 24% 8% 6% 8% 9% 23% 10% 12% 6% 11% 21% 10% 21% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Sting Redbull Number 1 Red dragon Other N=721 Everyday 4-6 times/week 2-3 times/week Once/week 2-3 times/month 1 month/once > 1 month/once
  20. 20. 19 1/4 SPEND FROM $0.5 - $ 0.9 EACH TIME BUYING ENERGY DRINK How much do you spend each time buying energy drink ? 5% 5% 2% 6% 25% 30% 14% 24% 19% 19% 20% 18% 23% 23% 27% 22% 25% 20% 34% 26% 4% 3% 4% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Ho Chi Minh Ha Noi Other N=721 Above $ 7.0 From $ 3.3 - $ 7.0 From $ 1.4 - $ 3.3 From $ 0.9 - $ 1.4 From $ 0.5 - $ 0.9 Under $ 0.5
  21. 21. 20 Where do you often buy energy drinks ? SUPERMARKET AND GROCERY STORE ARE CHANNELS PEOPLE BUY ENERGY DRINKS THE MOST 72% 75% 78% 66% 62% 58% 60% 67% 45% 54% 37% 39% 43% 34% 45% 52% 23% 17% 20% 30% 4% 6% 5% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total Ho Chi Minh Ha Noi Other N=721 Supermarket Grocery stores Convenient stores Beverages distributors Market Other
  22. 22. 21 When do you often drink energy drinks ? 55% DRINK ENERGY DRINKS ANYTIME THEY WANT 55% 52% 59% 54% 63% 47% 53% 49% 53% 63% 54% 51% 47% 47% 40% 59% 52% 46% 39% 51% 46% 36% 29% 36% 47% 48% 35% 3% 2% 7% 1% 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% Total Officer Student Engineer/Doctor /Teacher Self-employed Other N=721 Anytime I want When I go to coffee shop When I feel tired When I feel depressed When I do sport Other
  23. 23. 22 What you think about the statement “Drinking energy beverages is not good for health” ? 45% KNOW THE HARM OF DRINKING ENERGY BEVERAGES REGULARLY. HOWEVER, THEY STILL USE IT 7% 6% 5% 9% 6% 8% 11% 5% 11% 10% 40% 46% 43% 41% 31% 34% 29% 34% 33% 39% 11% 9% 13% 7% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 N=721 Totally agree Agree Neutral Disagree Totally disagree
  24. 24. 23 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
  25. 25. 24 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
  26. 26. 25

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