TNS Worldpanel Vietnam
Future trends 2006-2016
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© Worldpanel™, TNS 2006`
The TNS Vietnam INCREDIBLES by 2016
Incredible Ralf – Double the pride he
has about TNS Vietnam!!!
Incredible Fabrice – Always on the run for Worldpanel!
Incredible Ashish – Business
opportunities “great chaser”!
Incredible Alison – beautiful as always but more and more
powerful!
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© Worldpanel™, TNS 2006`
1.How will Vietnam population look like in
10 years?
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© Worldpanel™, TNS 2006`
2006Population: 84 million
2016Population: nearly 100 million
Population are under 30 years
old: 57%Population are under 30 years
old: 50%
Consumer base (from 15 to 69
years old): 60 millionConsumer base (from 15 to 69
years old): 70 million
Urban: 27% – Rural: 73% Urban: 33% – Rural: 67%
Average household size: 4.8 Average household size: 4.0
3-generation families: 50% 3-generation families: 30%
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© Worldpanel™, TNS 2006`
2. Social & economic trends in 10 years
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Infrastructure to be upgraded
More modern apartments
Modern shopping places
Computers, internet, mobile phones, luxury
products… will emerge!
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GDP per capita (USD)
274 400585 620
1,450
0
300
600
900
1200
1500
1800
1995 2000 2005 2006 2016 -estimated
GDP Growth rate of Vietnam (%)
9.5
6.78.4 8.0 8.0
0
2
4
6
8
10
1995 2000 2005 2006 2016 - estimated
Vietnam continues to keep the high GDP growth rate and double the GDP per capita in 10 years’ time
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© Worldpanel™, TNS 2006`
Vietnamese people are getting richer… there comes a new SEC – “Vina Valets”
23%
18%
59%<190 USD
190-285 USD
>285 USD monthly
Low Income Middle Income High Income
>600 USD monthly
29%
21%
50%
10%
2006 2016Vina Valets
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© Worldpanel™, TNS 2006`
DINKsDouble Income – No Kids
Not just an average Vietnamese but more clusters
Vina ValetsExtremely High Income
– Luxury Product Drivers
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Not just an average Vietnamese but more clusters
Generation-V?dynamic kids/teens aged 5-19
Smarttraditionals?
HCM hipstersTrendy & open-minded
Traditional oriented but open-minded
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3. Consumerism in 10 years
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Changes in population, social & economic standings will have strong impact on Vietnamese consumerism
Risk of bird fluRisk of obesity
Snacking & Western food
1. Convenience 3. Indulgence
2. Health
What differs?
More relaxingMore entertaining
More taking care of oneself
People are getting
busier and busier
Changes in consumerism
“convenience”
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© Worldpanel™, TNS 2006`
Shopping behaviors: move from daily shopping to bulky buy and stock-up
ATMs
Fresh food purchase in
modern trade
Online shopping
Home deliveryShop less frequently but
bulkier
New retailers entering
Credit card
Changes in consumerism
“health”
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© Worldpanel™, TNS 2006`
“I worry about health more,
NOW than before...
Source: TNS lifestyles% Housewives Agreeing to Statement
Vietnam: 70%
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© Worldpanel™, TNS 2006`
74% often take Vitamins supplement
74% exercise regularly for better health
Urban Vietnam: 80% like to buy food with active ingredient (Ginseng, calcium, vitamins…)
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Urban Vietnam:
37% would like to have the choice of lower calories food
36% regularly diet to lose weight
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© Worldpanel™, TNS 2006`
Stage 1 (2006- 2008): Active ingredients (High calcium, ginseng, vitamin C…) and “healthy categories by nature” (ie Fruit Juice, Liquid Milk,…)
Stage 2 (2008 – 2016): Low calories / Fat free / Sugar free products
Stage 3 (2016 onward): Specifically designed active healthy products (Omega-3, Probiotics…)
Food & Beverage consumption trend
2006: 54% of people drink some types of beverages because it is “healthy”
2016: expected to be 80%
Now
Coming soon
Changes in consumerism
“indulgence”
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© Worldpanel™, TNS 2006`
Indulgence
What dowomen
look for?
AdvicePrevention (Me Me Me)
Self reward
SeductionTrust
Holistic
“Taking their cue from Vietnamese women and the increasing influx of Western marketing campaigns, Vietnamese men are starting to pay attention to their
appearance - from SKIN and HAIR to fashion & fitness”
Metrosexual revolution
Changes in consumerism
“consumer basket”
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© Worldpanel™, TNS 2006`
NOW
Shopping basket now & in 10 years’ time
Sugar
Sauces Noodles
Cooking Oil
Grocery!
Milk
Yogurt
Toothpaste
Dairy!
Non Food!
San. NapkinsLow fat dairies
More Dairy!
Fermented milk
Skin care advanced
Hair colorant
More Personal Care!
Leave-on Haircon
Deodorants
Fruit juices
Flavored Water
Healthybeverages!
Sugar-free/Diet Instant meals
Grocery Sophistication!
Branded Goods
Shampoo
Detergent
FUTUREFamily pack
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© Worldpanel™, TNS 2006`
2. “Vina Valets” will drive luxury consumption in the future
1.60 million consumers today 2006 and
will be 70 million in 2016
4. Modern Trade will dominate shopping behaviors – shopping less frequently but bulkier
3. Consumers’ convenience, health & indulgence will be key product features
5. Healthy lifestyles’ choices will drive consumer behaviors
7. Modern shopping basket will become more sophisticated & contain more line extensions
6. “ME ME ME” driven by both women and men
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We are as powerful as we see ourselves! To be
a small cat or to be a
big lion!!!