You are on page 1of 51

GROCERY REPORT

Vietnam 2012

1
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

AGENDA
Market Channels Shoppers

MACROECONOMIC OUTLOOK | FMCG OVERVIEW

RETAIL NOW & THE FUTURE

BELT BUCKLING | CONNECTED CONSUMERS

2
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

MARKET

Macro-economics FMCG Overview Outlook

Will Vietnam GDP and CPI reach their 2012 targets?

Is the Vietnam retail industry still attractive?

3
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

A very tough 2012 with only slightly positive signs appearing in Q312, but still below expectations for the year.
GOVERNMENT PLAN 2012

GDP 66.5%

CPI 10%

ACTUAL Q312

GDP 4.7%

CPI 7.%

CPI YOY
Source: Vietnam General Statistics Office

4
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

which is still fragile under pressure from the recent upward trend in fuel and utilities.
14%
Mogas 92 VND/litre

50%

5%

6%
Gas VND/12kg tank

Growth rate
01/09/12 vs 01/01/12

5
Source: xangdau.net & http://www.petrolimex.com.vn/

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Service continues to drive the growth of the economy, particularly being led by the Trade sector.
LABOUR STRUCTURE 51.6 mil employees GDP STRUCTURE 1,252,577 bil.VND

1st half 2012

1st half 2011

3.81% 2.81% 5.57%


Value growth rate vs. YA

6
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Source: Vietnam General Statistics Office

Growth is still there, but many companies are having problems.


RETAIL-SERVICES SALES
Jan/2012-Aug/2012 Total value: 1,517,721 bil.VND Change vs LY: +17.9%

NO. COMPANIES DISSOLVED OR CEASED


Jan/2012-Apr/12 Total volume: 17.735/ 647.627 companies Change vs LY +9.5%

7
Source: Vietnam General Statistics Office

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Viet Nam retail drops out of top 30 countries of retail attractiveness by A.T Kearney. Inflation, high real estate price & interest and business procedure are still big concerns.
VIET NAM
Rank

1 6 14 23

2008 2009 2010 2011 2012

8
Source: A.T. Kearney

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

However, retail sector is still attractive to foreign investors despite total FDI decreases.
Value growth rate vs. LY

NEW FOREIGN DIRECT INVESTMENT


First 8 months 2012 vs 2011

-11%
Total FDI 01/01/12-20/08/12

7% 5%
Manufacturing& Processing

47%
01/01/11-20/08/11

+25% +467% +107% -86%

48% 20% 2% 3% 68%

Real estate

Wholesale, Retail sale & Repairment

Other areas

9
Source: Foreign Investment Agency Ministry of planning and investment

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

MARKET

Macro-economics Macro-economic FMCG Overview Overview Outlook

After sky rocketing inflation in 2011, how is Vietnam FMCG market doing?

10
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

FMCG volume growth trend resumes in light of cooling CPI though consumers are still concerned.
Consumer confidence is still below 100 FMCG volume sales growth bounces back strongest for Beverage & Milk-base

Cooling CCI rests stable at low level

11
Source: Vietnam GSO and Nielsen Consumer Confidence Survey

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Vietnam is still the fastest growing FMCG market.


FMCG MARKET DYNAMICS REGIONAL SUMMARY Q3, 2012

12
Source: Nielsen Growth reporter Q3, 2012

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Across most categories, particularly beverages.


VALUE & VOLUME % CHANGE YA MAT JUL12

FMCG (Inc. Beer)


Beverage (Inc. Beer)

23% 11%

Value Volume

28 % 15 %

Personal Care

18% 4%

Milk Based Product

21% 6%

Cigarette

18% 7%

Food (excl Milk Base)

19% 3%

Household Care

15% -1 %

13
Source: Nielsen Retail Audit

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Most categories pose volume growth of 5-10% with an exception to beverages, Baby Diaper and RTDM.
(YTD Jun12 vs. YA)

Half categories have medium volume growth of 5-10%; while 15% show higher growth of >10% Price hike around 10% for most categories except for dishwashing liquid, gum, snack, milk powder, shampoo and biscuit whose price hike >15%

14
Source: Nielsen Retail Audit

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

The biggest categories are Beer, Cigarette, Milk and Beverage which benefit the dominant positions of the players in such fields.
TOP 10 MANUFACTURERS IN FMCG
6 Cities TT - Value % Share | Period Ending SEP12 | Share of Sum(PROD) Top 10 Val for MAT TY | Total Mkt

6 Cities TT - V

TOP 10 MANUFACTURERS IN FMCG 6 CITIES TT VALUE % SHARE

TOP 10 CATEGORIES IN FMCG 6 CITIES TT VALUE % SHARE

15
Source: Nielsen Retail Audit
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to SEP12

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.
Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to SEP12

Manufacturers more reluctant to introduce new brands and most of new brand launches are in Value pricing segment.
New of new brands declines starting from early 2011
Increasing number of new launches in Value segment

16
Source: Nielsen Retail Audit

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Interestingly, Premium segment is either stable or increasing its share across categories.
50 45 40 35
30

PREMIUM SEGMENT CONTRIBUTION CHANGE YTD JUL 12 VS. YA

25
20

15 10
5

Sauce Fem_Care Cigarette Bouillon-Msg Milk Powder Baby Diaper Fruit Juice Soft Drink Instant Noodle Toothbrush Snack Personal Wash Beer Energy Drink Dishwash Liquid Tissue Shampoo Biscuits & Pie RTD Tea Gums Facial Care HH Cleansers Deodorants Facial Tissue Body Lotion Toothpaste Mouth Wash Fabric Softener Insect_Aerosol Hair Conditioner Condensed Milk Packaged Water Baby Cereal Laundry Detergent RTD Milk Cooking Oil Insect_Coil
YTDLY YTDTY
Price segmentation based on price index at 6 Cities, YTDJul11 [>120 Premium] [100-120 HiMid] [80-100 LowMid] [<80 Low] Source: Nielsen Retail Audit

17

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Lower price gap between Premium and Mainstream contributes to the growth of Premium.
Consumers tend to trade up with reduction in price gap of Premium and Mainstream products. Innovation is a contributor too

Price Gap Change Premium vs. Mainstream

Premium Volume Change Driven by Price Gap Reduction

-4.0%

Biscuits

2.6%

-3.0%

CSD

3.4%

-3.0%

Shampoo

6.5%

18
Source: Pricing Analytics Study, Vietnam 2011

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

CHANNELS

The Now

The Future

How fast is modern trade growing? How is traditional trade trying to compete with modern trade? What are modern trade retailers doing to attract and retain consumers?

19
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Traditional Trade dominates in SEA but Modern Retailing is expanding its foot print. Vietnam has a big room to grow in terms of MT store density.
RETAIL STORE DENSITY ANALYSIS
(Number of stores per million population)
1,000 900 800 700 600 500 400 300 200 100 6,000 14,000

849 Grocery stores Modern trade 514

12,000 10,000 8,000

295

304 209
4,000

162

136
9 6 38 65

2,000 -

Thailand

Vietnam

Philippines

India

Singapore

85

94

96

89

57

63

49

22

46

44
20
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Modern Trade Contribution 2011


Source: Nielsen Retail Census

Indonesia

Taiwan

Korea

Malaysia

China

HK

Traditional trade is still the dominant channel in Vietnam while Modern trade speeds up opening store especially in Hanoi.

TRADITIONAL TRADE
Value sales Contribution
70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 30 Cities 4 Cities Hanoi HCM 2009 2010 2011

MODERN TRADE

2011 Total 36 Cities

943
Modern trade outlets (+25% vs 2010)

Store number- Nielsen Census


Notes: Modern Trade contribution ( inc. Saigon Co.op, exclude Metro) Based on 36 largest urban areas in Vietnam : 4 Cities includes Haiphong, Danang, Cantho and Nhatrang

21

Source: Nielsen Retail Census

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Attempts to invest in improving wet markets and support small traders.


Market system development scheme 20112015: Investment of 2,782 bil.VND with 150.6 ha on developing 319 traditional market tier I Preserving 56 markets Upgrading 110 markets

Building 153 markets

Ministry of Industry and Trade cooperate with University of Economics to organize: Sales skill training for small traders in wet markets. Wet market management skill training for the markets management boards

23
Source: Ministry of Industry and Trade Decision 012/2007/Q-BCT

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

However, Supermarkets are increasingly preferred.

Average Frequency of Visits per Month

Consumers are moving from Wet Markets to Supermarkets


Base: All Respondents (2010 n=1500, 2011 n=1500) Ref: Q8

24
Vietnam Grocery report 2012

Source: Nielsen Shopper Trends 2012

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Retailers of all types are implementing their expansion plans.


81

15
1/1-31/9/2012:

4 32
Convenience Store

12+
new stores open each month

Health & Beauty Store

23

27 59 1 1 13 44
Minimart

20 19 17 14 14 11

85
5

46
Supermarket Supermarket

6
B& 8B
25
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

2 3 5

11

Supermarkets implement a wide variety of programs to build loyalty and attract consumers.
Preference from loyalty card
Membership Card, VIP Card With special offers: Stored up points, special promotion prices On-going promotions, themed to match holidays and specific categories or special customers

Increased promotion frequencies

Difference with private label


Focus on fresh & processed foods, household products, and garments. Heavily promoted through price and displays

New look by refreshing logo and department branding

Coming with fresh, professional and friendly image

26
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

CHANNELS

The Now

The Future

What lessons will Vietnamese retailers learn from other Asian countries? What will be the channel mix in the coming years?

27
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Retailers continue to expand their store base across AP with total number of stores increasing by over 25,000. Convenience stores have the fastest growth rate.
Modern Trade Store No. by Format in Asia-Pacific
(% annual growth)

28
Source: Nielsen Retail and Shopper Trend Asia Pacific 2012

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Convenience in Thailand: Innovation through Non-FMCG range has also attracted the shoppers.
Available in 2011

Additional Product & Service in Convenience Stores


Fresh Coffee Auto & Travel products

CVS

Home Appliances

Bakery

Smoothies

Fresh Meat & Vegetables

Payment Service

Direct Marketing
Media Books & Magazines

Hot Served Snacks Restaurant RTE Meal IT & Stationary

Seasonal Products

29
Source: Nielsen Shopper Trends 2012

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Minimarts in Indonesia: Thematic promotions and loyalty cards have helped the Mini-Marts succeed apart from the huge store base (+10,000 stores).
New Year

Thematic promotions
Valentines Day Mothers Day Unilever Fair Fonterra Fair Valentines

School Holiday
Homecare Fair

Supplier Fairs
Olay Promotion Bi weekly Shopping Calendar Unilever Fair Weekend Promotion

Weekly Promotions
Source: Nielsen Shopper Trends 2012

30
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

The change is coming to Vietnam too, as evidenced by some shopper segments


Flashback 2005
Innovation Seeker and Prudent Shopper

Present
Conservative & Value Oriented Shopper

Fast Forward 2022

Shopping Destination Most Often

Wet Markets
All shoppers bought daily food in Wet Markets

Super Markets Wet Markets


Convenien ce Stores
Wholesalers

Wet Markets Super Markets


Wholesalers

Super Markets
Wet market is thought to be swept out for its dirty and untidy image. Supermarket increase its network, thus increases in the frequency

Wholesalers

Grocery Stores

Grocery Stores
Convenien ce Stores Metro

Super Markets
Very few & expensive visit once per year for curiosity

Grocery Stores
Metro

Convenience Stores / Mini Markets Metro 31

Source: Nielsen Shopper Focus Groups in HCM,HN 2012

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

and backed up by the continuous retailer expansion

12/7/2012 1st HI-WAY supercenter 31/5/2012 1st FLC Mart

08/12/2011 1st MINISTOP CVS 07/2012 1st C EXPRESS CVS

ANNOUNCED EXPANSION PLANS


SUPERMARKETS
Co.op Mart Big C Lotte Mart Fivimart Hiway STORE NUMBER +8 100 24 29 +2 +3 3 20

BY (YEAR)
2012 2015 2012 2013 2012 2012 2013 2016

CVSMINIMARTS Co.opFood Satrafoods TTGD Foods Circle K

STORE NUMBER + 30 150 + 20 + 2-3 > 40

BY (YEAR) 2012 2015 2013 annually 2012

Shop & Go
Family Mart Ministop

100
+ 27 43 + 30

2012
2012 2012

Notes: (+) new stores. () in total

32
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

SHOPPERS

Belt Buckling

Connected Consumers

33
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Concerns

Discretionary spending
*: vs. YA | vs. APAC average

66%
Saving
THE ECONOMY (19%)
JOB SECURITY (18%) INCREASING UTILITY BILL (12%)
HEALTH (8%) INCREASING

32%
Holiday

| vs. 60%*

| vs. 37%*
29%
New technologies

= | vs. 30%* 28%


New clothes

FOOD PRICE
(7%)

| vs. 18%*
Source: Nielsen Global Consumer Confidence Index Q22012 Vietnam

27% Home improveme nt

28%
Out of home entertai nment

| vs. 35%*

| vs. 34%*

How to utilize spare cash after covering essential living expenses?

34

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Consumers are tightening their belts. The recessionary mindset shifts consumer thinking from Nice to Have to

Need to Have
superfluous
temptation

Support on compulsory expenditures: gasoline, gas/electricity, water, insurance, rent


Core selling grocery products sales rise
35
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Hardship continues, consumers reduce shopping frequency and are much impacted by price.
TOP 4 IMPACTS ON GROCERY PURCHASE CHOICE SHOPPING FREQUENCY
39% 64% 59% 36% 1% 0% 1% 0% 2011
Base: All Supermarket shoppers (n = 1500)

Weekly

Every 2 weeks

Every month

Less often

2012

Compared with a year ago, how much impact has each of the following had on your choice of Grocery Purchases in the last 12 months?

36
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Shopper Trends Study 2012

To adapt, consumer are having more economic reactions which vary a lot (i.e. consuming same but larger packs, downgrading as well).
CONSUMER REACTION TO PRICE INCREASE %
Buy more on Promotion
66
Change in Volume of consumption More amount Change in Pack size purchased Big pack Same pack Small pack Change in Brand purchased Cheaper brand Same brand Expensive brand

CHANGES IN CONSUMER BEHAVIOR ACROSS CATEGORIES IN INFLATIONARY PERIOD

Buy more Vietnamese brands


Buy bigger pack sizes

41 37

Same amount Less amount

Buy cheaper brands Change shopping channels to save money Buy more of smaller pack sizes Buy more of Private Label brands
22

37

36

20
Hair Con Hair Con Hair Con Bouillon Bouillon Fab Soft Fab Soft Shampoo Shampoo Fab Soft Laundry Laundry Laundry Shampoo Bouillon

How do you change your shopping habits to adapt to the price increases?

37
Source: Consumer Omnibus Vietnam, Sept 2011Copyright 2012 The Nielsen Company. Confidential and proprietary.

Vietnam Grocery report 2012

To react, retailers & manufacturers offer diversified promotions.


Gas reward programs

Will you be the 1st to step into this game?

38
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

staying at home more often

Shopping patterns can emerge with consumer

nesting

Out Of Home entertainment & restaurants + Home cooking

+ Friendliness ! + TV-viewing rising

Cocooning
In both products and Entertainment!
39
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Nesting consumers are heading back to their house.

VALUE & VOLUME % CHANGE YA MAT JUL12

Value Volume

% CHANNEL GROWTH VS. YA

Off vs. On
2011: 713,416 vs. 522,394 stores

Meal Maker

285% 318%
2.6% vs. 2.1%

Beer can

47 % 40 %

1.6% vs. 1.5%

40
Source: Nielsen Retail Audit

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Walmart partners with manufacturers on family meals for less.

41
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

ShopRite cooking on YouTube; monthly recipes featuring store brands.

42
Source: YouTube.com/user/ShopRiteStores

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

In the current climate, consumers and shoppers are re-appraising their store, brand and

format choices with new lenses.


Rising interest in

Value-seeking
Consumer Value Price Consumer Value = Benefits/Price

price positioning
simple and innovative Promotions new value added initiatives
43
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Consumers also seek value through up-trading to more premium products and or buying big packs or pouch to save money.
Q u ic kR e t r ie v a ls

Q u ic kR e t r ie v a ls

Q u ic kR e t r ie v a ls

Q u ic kR e t r ie v a ls

6 C it ie s E n h V o lu m e % S h a r e |P e r io dE n d in g F E B 1 2 |S h a r e o f T o ta lC a te g o r y 6 C it ie s E n h V o lu m e % S h a r e | P e r io dE n d in g F E B 1 2 |h S h a r e o f T o ta lC a te g o r y 6C it ie sE n h- V o lu m e% S h a r e| P e r io dE n d in g F E B 1 2 | S h a r e o fT o ta l C a te g o r y 6 C it ie s E n V o lu m e % S h a r e | P e r io dE n d in gF E B 1 2| S h a r eo fT o ta lC a te g o r y

VOLUME SHARE OF PRICE TIER RANGES

VOLUME SHARE OF PACK-SIZE RANGES GT URBAN

S o u r c : A C N ie ls e n |R e ta il In d e x( < <V ie tN a m > > ) ,e d a ta to F E B 1 2 S o u r c e :A C N ie ls e n| R e ta il In d e x( < <V ie tN a m > > ) , d ta to F E B 1 S o u r c e :a A C N ie ls e n |2 R e ta il In d e x( < <V ie tN a m > > ) ,e d a ta to F E B 1 2 S o u r c : A C N ie ls e n |R e ta il In d e x( < <V ie tN a m > >) ,d a tatoF E B 1 2

Sources: RA, Price Tier market: 6 Cities TT Enh, Pack size market: 36 Cities Enh TT + Rural Data ended Mar12

Shampoo Fabclean Small Pack <400ml <3kg Big Pack >= 400ml >=3kg

DWL HCL =<1000L =<500ml >1L >500ml

S o u r c e :a A C N ie ls e n |2 R e ta il In d e x( < <V ie tN a S m o u > r c > e ) :,A d C a ta N ie to ls M e n A | R R 1 e 2 ta il In d e x( < <V ie tN a m S > o > u r ) c , e d :a A ta C N to ie F ls E e B n 1 | 2 R e ta il In d e x( < <V ie tN a m > >) ,d a tato S o u r c e :A C N ie ls e n| R e ta il In d e x( < <V ie tN a m > > ) , d ta to M A R 1

44
S o u r c e :A C N ie ls e n|R e t a il I n d e x( < <V ie tN a m > >) ,d a tat oJ A N 1 2
S o u r c e :A C N ie ls e n| R e ta il In d e x( < <V ie tN a m > >) ,d a tatoF E B 1 2

Source: Nielsen Retail Audit

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Innovation themes

Taste changing Cigarette

Perfume Fabric Softener

Ecobags

Organic products

Milk Beverage

No fried Instant Noodle

Laundry Liquid

45
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

SHOPPERS

Belt Buckling

Connected Consumers

46
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

Whats Next: Consumers are more and more

Connected
**End of 2012:

Every 5 Vietnamese consumers, there will be

1 smartphone

and Tablet users will increase from

2% to 5%

2015: Mobile phones will overtake PCs as the most common web access

Speed of action
Offers flexibility
47
Grocery report 2012 Image/Vietnam Buzz
Copyright 2012 The Nielsen Company. Confidential and proprietary.

92% of Vietnamese consumers are more likely to


trust recommendations from people they know*
Conduct product research online Look up product information online Read a grocery retailer's circular/flyer online Compare prices for a grocery product online Browse a manufacturer's website for a grocery category Look for deals online Look for coupons from an online coupon site Purchase a product online Provide feedback about a grocery category through social media (wrote a review, blogged) Use a digital shopping list Other None of the above 6 12 11 27 53 49 48 47 59 59 72 70

63% are
more likely to trust consumer opinion posted online**

Thinking about Household Grocery Shopping, which of the following activities have you done in the last month on any online connected device?*
Sources: * Global Trust in advertising Q3 2011 **Nielsen Global Digital Shopping Q1 2012

48
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

To stay in the game, manufacturers keep an eye on internet advertisements.


Marketing return on investment*

Advertisers spending - % Chg YTD Global Average**

49
Vietnam Grocery report 2012 Sources: *Nielsen Advanced Analytics Consulting - 2009 **Nielsen Global Ad View Pulse Lite Q1 2012 Copyright 2012 The Nielsen Company. Confidential and proprietary.

Building demand by connecting consumers (with each other and with brand). Collective Buying Power Sharing Experiences
Reviews Recommendations Ratings Referrals

Forums, Social Q&A

Sharing Ideas

50
50

Vietnam Grocery report 2012


Copyright 2012 The Nielsen Company. Confidential and proprietary.

Change and adapt Now!

Shopper

Opportunities

Need to Have
Proximity

Private Label

Home Cooking Speed of actions


M-commerce

Cocooning
Value-seeking
Flexibility of offer
Home Entertainment products

Innovation
Price

Buzz
51

Connected

E-Promo
Vietnam Grocery report 2012

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Thank you!

52
Vietnam Grocery report 2012
Copyright 2012 The Nielsen Company. Confidential and proprietary.

You might also like