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Nielsen_Vietnam Grocery Report_2011 Vietnamese

Oct 13, 2014

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BOCO TNHHNH BNLTI VITNAM2011Update1

Copyright2011TheNielsenCompany.Confidentialandproprietary.

VitNamNgyNayNhngnhhngtrongbicnhmi

TnhhnhthtrngThchthcnm2011

LmphtYucucaovChtlngiiviGithnh

ChiphttrinTmquantrngca3yutphttrinI ut(Investment) Bna(Identity) Sngto(Innovation) 2

Copyright2011TheNielsenCompany.Confidentialandproprietary.

TnhhnhthtrngThchthctrongnm2011 TngtrngkinhtcaVitNamchmlidonhngthchthcvkinh tvimvvmtcuinm2010tinhngthngunm2011. CcngnhhngFMCGcngcmctngtrngchmhnsovi trcy plclmphtnhhngtitrongnimtincangitiudng cngnhkvngcaccdoanhnghip Mcphnhangitiudngtng:Nhmngitiudngsdng hngcaocpkhngthayitrongkhinhmsnphmloitrungbnh hng

3

Copyright2011TheNielsenCompany.Confidentialandproprietary.

NnkinhtVitNamnnhnnhngththchtcuinm2010vd bostiptcdinratrong2011

Tngtrng Bnl

Tngtrng GDP

Lmpht

Thtnghip

Tngtrng FDI

Thmht thngmi

29%

12%

21%

16%

17%

09

10

09

10

09

10

09

10

09

10

09

8%

ctnhtngtrng201122.6% 6.1% 15% 750ml)

Btngt(Ln>=900g)

Btgit(Ln>=3kg)

Dugi(Ln>500ml)

1736citiesTT,dataendingMarl11

Source:NielsenRetailAudit Copyright2011TheNielsenCompany.Confidentialandproprietary.

XuhngdnghngcaocptiptctngtrongngnhChmsccth vChmscnhcaKemdngm Lnkhmi Ncxvi

18Pricingsegmentsbasedonaveragepriceindexvs.categoryaverage

Source:NielsenRetailAudit Copyright2011TheNielsenCompany.Confidentialandproprietary.

Nhnhngringngycngtrnnphbin,cbittrongccngnh Thcphm,Giy,ChmscnhcavChmsccthCcngnhhngchnhcnhnhngring

PRICEGicanhnhngringthp hn1530%soviccsp ngoithtrng

Mcnhnbitnhnhngring

19(*)P4W:trong4tunquaSource:NielsenShopperTrend2010 Copyright2011TheNielsenCompany.Confidentialandproprietary.

NgitiudngVitNamsnsngsdngsnphmcanhnhng ring

73%Tinrngccnhn hngringc chtlngtng ngvicc nhnhngkhc

75%Linhthng hiucahng vichtlng canhnhng ring

20

Source:NielsenGlobalOnlineSurveyQ32010, NielsenShopperTrend2011,PressArticle Copyright2011TheNielsenCompany.Confidentialandproprietary.

Chitngtrng3Iut(Investment),Bna(Identity),Sngto(Innovation) ut Thtrngnngthnchim47%gitrFMCGvctrin vngrtln.Knhphnphihininggp1/4tnggitrngnh hngFMCGvgiatngmnhmhuhtccngnhhng. BnaScmnhthnghiucaHngVitNamchtr biccnhsnxuttrongncvshngngtngitiudng SngtoThtrngngycngcnhtranhviccsnphmMiv Ctnhsngto.Nhngsnphmpngcnhucungitiu dngtheocchsngtohnsckhnngnibt.

21

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Chi: utThtrng Nngthn

22

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Doanhnghipthntrnghnkhiarakvngvmctngtrng nhngvnthynhiuchiphttrinthtrngNhngyutchnhgpphnvotngtrngca cngtyTngnhucutiudngticc ngnhangc Mrngraccthnhphthcp/ nngthn Mrngraknhphnphihini Mrngngnhkinhdoanhkhc Tngchiphmarketing iukinkinhdoanhVitNamc cithin iukinkinhdoanhcangnhc cithin

Mctngtrngkvngtrong12thngti

91%

23

Source:NielsenBusinessBarometer1H2011 Copyright2011TheNielsenCompany.Confidentialandproprietary.

ThtrngNngthnchothynhiuchittphttrinThunhpbnhquntrnungi hngnmUSD

Tngdns158%

%doanhthuFMCG

177%

Doanhsccngnh Kemnhrngv Snphmgit

24

Source:NielsenRetailAudit,GSO Copyright2011TheNielsenCompany.Confidentialandproprietary.

Ngidnnngthntitkimphnlnthunhpcamnh

Baonhiuhgianhtitkim? Mctitkimmithng?NorthWest/NorthEast

Vovicg?Gitrongnh:87%

MinBc: 462,000VND

Muavng:7%

75%Stintitkimtrung bnhhngthng Strungbnh HCM Hanoi 1,373,180VND 992,834VND

MinTrung 377,000VND

Gititkim:6%

Muangoit:2%

MinNam 571,000VND

Muabohim:2%

25

Source:NielsenRuralSyndicated2010 Copyright2011TheNielsenCompany.Confidentialandproprietary.

Cnrtnhiuchigiatngtiuthivinhngngnhhngcmc sdngcnthpTngkhuvcnngthnLngsdngtrongnmqua100 80 60 40 20 0100100100100100 99 97 96 94 88 87 86 85 81 75 74 71 71 69 59 59 54 46 46 45 44 35 24 15 13 11 6NGCCTREM

VSINHNHCA

iNTHOI DING

BIA

VITAMINS(NGILN)

THUCTRCM

NCTNG

KHMI

THCUNGDINHDUONG

NCRACHN

NCXVI

BTNGT

BNHQUY+SNACKS

CPJ(DNGTI NH)

NCUNGCGAS

CHMSCDAMT

BTGiT

KEMNHRNG

HTNM

THUCL

DUGI

KHNGiY

DUX

NCTRICY

SATUOIUNGLiN

CPH(OOHCAFE)

SACHOTREM

MNLiN

DUN

TRUNGLiN

NCMM

26Base:Allrespondents(n=4200)

Source:NielsenRuralSyndicated2010 Copyright2011TheNielsenCompany.Confidentialandproprietary.

T

Chi: utKnhphnphi hini

27

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Knhphnphihinigiatngvcslngcatimvtmquan trngivithtrngFMCG.Knhphnphihini(KhngtnhMetroCash&Carry)500

Slngcahng50%

nggptrntngdoanhthuFMCG Cnc:11% 13%40%

Cnc:752 826400

300 2009 200 2010

30%

20%

100

10%

0 Hanoi HCMC 4thnhph 30thnh ln ph

0% Hanoi HCMC 4thnhph ln 30thnh ph

28

Source:NielsenRetailCensus2009and2010 Copyright2011TheNielsenCompany.Confidentialandproprietary.

Knhhininggplntrongccnhmsnphmtiuthhng thngnhThcphm,Chmsc/VsinhnhcavChmsccth

29TotalHoChiMinh+HanoiDataendingApr2011MTexcludeSaigonCoop

Source:NielsenRetailAudit Copyright2011TheNielsenCompany.Confidentialandproprietary.

Ccdoanhnghiptrongncchimlnhphnlnthtrng,cngvi shindincanhiudoanhnghipncngoiSLNGCATIMKNHHINICPNHTTHNG4,2011

50 16 13 22 14 3 7

15

15

13

5

2 21 101Siuth Cahngthcphm Cahngtinli

5

44

3

30

Source:NielsenRetailCensus2010 Copyright2011TheNielsenCompany.Confidentialandproprietary.

SoviccncChutrongkhuvc,knhphnphihiniVit NamvncnnhiutimnngphttrinTtrngthngmicaknhphnphihini

88%

64% 53%

63%

JakartaGreater

KualaLumpur

46%

43%

Vietnam

Hanoi16%

Shanghai

Malaysia

China

Indonesia

Bangkok

Thailand

13%

HCMC37%

70%

66%

31

Source:NielsenRetailCensus2010 Copyright2011TheNielsenCompany.Confidentialandproprietary.

Chi: BnaThnghiu VitNam

32

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Ngitiudngngycngnggicaoccsnphmtrongnc,cho thynhiuchitngtrngnhmsnphmny.

HCMCTicthsmuahngVit Namnhiuhn Tichcchnsmuahng VitNamnhiuhn Tikhngchcsmuahng VitNamnhiuhn

HaNoi

62% 90% 28%

49% 83% 34%

8%

2%

2%

TimuahngVitNam nhiuhn*Significantlyhigher

14%*33

Source:VietnameseGoodsTrendNielsenStudy2011 Copyright2011TheNielsenCompany.Confidentialandproprietary.

Cnhiuldongitiudngachungccsnphmtrongnc.HCMC HaNoi

Ngitiudnglinhhng VitNamticccim

Gichpl adng Phhp ngtincy Khuynmihpdn Baobhpdn Chtlngtt Dchvbohnhtt Anton Thnghiucaocp

39% 35% 35% 25% 25% 22% 20% 18% 17% 13%

32% 54%* 42% 35% 52%* 38%* 26% 52%* 30%* 26%*

34*SignificantlyhigherBase:Allrespondents(n=300)Q.28a

Source:VietnameseGoodsTrendNielsenStudy2011 Copyright2011TheNielsenCompany.Confidentialandproprietary.

Mttrongnhngtiuchnhnbitsnphmtrongncldngch MadeinVietnamtrnbaob,dngungcxutxlngoinhp.Cch MadeinVietnam Clogo HngVitNamcht lngcao Tnthnghiubng tingVit

CchMadeinVietnam(64%)

Clogo HngVitNamchtlngcao(82%)* CchMadeinVietnam(78%)*

TnthnghiubngtingVit(56%) NhnghibngtingVit(thnhphn, hngdn,...)(53%)* Clogo HngVitNamchtlngcao(46%)

TnthnghiubngtingVit(57%)

100%lnhsnxutVitNam(44%)

35*SignificantlyhigherBase:Allrespondents(n=300)Q.27

Source:VietnameseGoodsTrendNielsenStudy2011 Copyright2011TheNielsenCompany.Confidentialandproprietary.

iunygiithchvicivimtsngnhhngFMCG,ccsn phmccholhngniartcachungHCMCThchhngVitNam Thchhngncngoi Nhnhau

HaNoi

Ccsnphm:

Chmsc/Vsinhnhca1%10%89% 4%7%89%

Thcungkhngcn1%18%* 81% 4%4%92%*

Chmsccth9%20%* 71% 8%17%75%

Bnhko

9%34%57%

19%*

24%57%

Savchphmtsa21%25%54% 15%17%67%

Thcungccn

20%31%* 49%

13%24%63% *

36

*SignificantlyhigherBase:Allrespondents(n=300)Q.29

Source:VietnameseGoodsTrendNielsenStudy Copyright2011TheNielsenCompany.Confidentialandproprietary.

Chi: SngtoSngtotrong Snphmv Tipth

37

Copyright2011TheNielsenCompany.Confidentialandproprietary.

Ccngnhhngngycngcnhtranhvisxuthincanhiusn phmmi.ActiveSKUsMAT3Xuhngnm NewVariantsinLast2MATs

1,346Chmsccth

662Thcphmv Sa

147ung

143Chmsc/vsinh nhca 38DataendingApril2011

Source:NielsenRetailAudit Copyright2011TheNielsenCompany.Confidentialandproprietary.

Nhngsngtovnhiumtgipccsnphmmitocchng trnthtrng.Kthpmi

Ikun Trunglincgas MinuteMaidNutriBoost Satricy CloseUp Kemnhrngnng vlnh ComfortSangTao Hnghoavtri cykthp

SunsilkCocreations NanoComplex

KnorrGiaviHoanChinh Kthpsnnhiugiavi

Extrachewinggums Microgranules

ChinsuToiOt Ncmmchm

P/SWhiteNow Btxanhchohiu qutrngrng tcth

Downy1LanXa Mtlnx

39

Source:NielsenRetailAudit Copyright2011TheNielsenCompany.Confidentialandproprietary.

CcsnphmTtchosckhevingungctthinnhinc ngitiudngachung

NgiVitNamquantmtisckhecamnh

VfreshFruitJuice Tttnhin

THTrueMilk Thcsthinnhin

NamNguFishSauce: Ncmmsch

LifebouyBodySoap ChitxuttThomc

KotexPantyliners Chitxuttrxanh

40

Source:NielsenOmnibusMarch2011,NielsenRetailAudit

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