1

Kantar Worldpanel
12 tun kt thc vo 18/05/2014 (12 w/e P5/14)
Thnh th 4 thnh ph chnh & Nng thn Vit Nam
n phm trc Bt u
Bo co cp nht tnh hnh th trng FMCG Vit Nam
2
Kantar Worldpanel
im tin
chnh
CC CH S CHNH
Lm pht tip tc c
kim sot tt trong thng
5, tuy nhin mt phn
cng do nhu cu tiu
dng vn cha hi phc.
XU HNG FMCG
Tng trng FMCG c
xu hng i ngang, duy
tr mc 7% Thnh
th v 12% Nng
thn.
NGNH HNG
TIU BIU
Scla Thnh th v
Thc ung la mch v
scla Nng thn.
KNH MUA SM
Hu ht cc knh chnh
Thnh th u tng trng
thp, ngoi tr Tim tp ha.
Nng thn, Tim tp ha
ang tip tc cng c v th
ca mnh.
TIU IM
Brand Footprint 2014:
Unilever gi v tr qun qun
Nng thn trong khi
Vinamilk dn u bng xp
hng Thnh th 4 Thnh
ph chnh.
3
Kantar Worldpanel
Lm pht h nhit
Sau khi ghi du mc thp k
lc trong thp k qua, ch s
gi tiu dng CPI li tip tc
h nhit trong thng 5, mt
phn do nhu cu tiu dng
cn thp trong iu kin kinh
t kh khn.

Tng trng FMCG c xu
hng i ngang, duy tr
mc 7% Thnh th v 12%
Nng thn.
XU HNG FMCG NGNH HNG TIU BIU KNH MUA SM TIU IM
CC CH S CHNH

Ngun: Tng cc thng k
Kantar Worldpanel Households Panel Thnh th 4 TP chnh & Nng thn VN - FMCG khng bao gm qu tng
THNH
TH
NNG
THN
Tng trng FMCG
GDP
+5.0%
+4.8%
Q114 vs. YA
Q113 vs. YA
CPI
+4.4%
+6.6%
5/2014 vs. YA
5/2013 vs. YA
+3% v khi lng
+7% v gi tr
+12% v gi tr
+9% v khi lng
12 w/e P5/14 so vi
cng k nm trc
4
Kantar Worldpanel
-10
0
10
20
30
40
Q
2
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1
2

w
/
e

P
5
'
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4
Thnh th, tng trng
FMCG c xu hng i
ngang. Tuy nhin, vn cn
qu sm khng nh
rng th trng s phc hi
sau t suy gim tng
trng lin tc t cui nm
2013.
Trong khi , mt s du
hiu chng li ang c
ghi nhn gn y th
trng Nng thn.
CC CH S CHNH XU HNG FMCG
Thnh th Nng thn
BC TRANH TNG TRNG TH TRNG FMCG (%)
Gi trung bnh * Gi tr Khi lng % tng trng
NGNH HNG TIU BIU KNH MUA SM TIU IM
*: tnh % thay i gi trung bnh, chng ti tnh mc ng gp ca gi trong thay i gi tr ca mi ngnh hng, cng tt c cc s ny li v xem n trong tng quan
vi ng gp ca mi ngnh hng trong tng gi tr th trng cng k nm trc.
**: tnh % thay i khi lng th trng FMCG, chng ti tnh mc ng gp ca khi lng trong thay i gi tr ca mi ngnh hng, cng tt c cc s ny li trong
tng quan vi ng gp ca mi ngnh hng trong tng gi tr th trng cng k nm trc.
Ngun: Kantar Worldpanel Household panel Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng

-10
0
10
20
30
40
Q
2
'
1
2
Q
3
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1
2
Q
4
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2
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1
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3
Q
2
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3
Q
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4
'
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Q
1
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1
2

w
/
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P
5
'
1
4
5
Kantar Worldpanel
Thnh th, tt c cc
ngnh hng u tng trng
mc thp, ngoi tr Thc
phm ng gi tng mc
8% v khi lng tiu dng.

th trng Nng thn,
Thc ung v Thc phm
ng gi b b li pha sau
vi mc tng trng khim
tn.
TNG TRNG GI TR (%)
Sa & SP t sa
Thc phm ng gi
Thc ung
SP chm sc c nhn
SP chm sc gia nh
Tng FMCG
THNH TH 4 TP TNG TRNG KHI LNG* (%)
Sa & SP sa
Thc phm ng gi
Thc ung
SP chm sc c nhn
SP chm sc gia nh
Tng FMCG
NNG THN
CC CH S CHNH XU HNG FMCG NGNH HNG TIU BIU KNH MUA SM TIU IM
*: tnh % thay i khi lng th trng FMCG, chng ti tnh mc ng gp ca khi lng trong thay i gi tr ca mi
ngnh hng, cng tt c cc s ny li trong tng quan vi ng gp ca mi ngnh hng trong tng gi tr th trng cng k
nm trc.
Ngun: Kantar Worldpanel Household panel - Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng
3
1
2
8
1
3
7
8
6
6
9
4
9
10
8
7
16
10
12
13
14
8
25
11
12 w/e P5/14 so vi
cng k nm trc
6
Kantar Worldpanel
XU HNG FMCG
Thnh th, ngnh hng
Scla gn nh tng gp
i khi lng tiu dng so
vi cng k nm trc, nh
n c vi thm 52.000
h v tng khi lng tiu
dng thm 24% mi h.

Trong khi , Nng thn,
ngnh hng Thc ung la
mch v scla* tng
trng mc 3 con s nh
thu ht thm 674.000 h gia
nh nng thn v tng 47%
khi lng tiu dng ca
mi h.
KNH MUA SM TIU IM NGNH HNG TIU BIU CC CH S CHNH
% THAY I
KHI LNG
+108%
THC UNG
LA MCH V SCLA*
NNG THN
+4.1pt
T l h mua
Thu ht thm 674.000 h
+47%
Khi lng tiu dng mi h
Lng mua trung bnh gia tng 47%
% THAY I
KHI LNG
+89%
SCLA
THNH TH
T l h mua
Thu ht thm 52.000 h
+2.1pt
+24%
Khi lng tiu dng mi h
Lng mua trung bnh gia tng 24%
Ngun: Kantar Worldpanel Household panel - Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng - 12 w/e P5/14 so vi Cng k nm trc

* L thc ung lm t la mch c v s c la (v
d nh Milo, Ovaltine, v.v)
7
Kantar Worldpanel
NGNH HNG TIU BIU TIU DIM
KNH MUA SM
Tim tp ha
Ch
Knh hin i
> Siu th/i siu th
> Siu th mini/CH tin li
Tng trng -0.5% -0.5% < Tng trng < 5%
Tng trng >15% 5% Tng trng 15%
Tim tp ha
Ch
Knh hin i
12 w/e P512 12 w/e P513 12 w/e P514
12 w/e P512 12 w/e P513 12 w/e P514
Ngun: Kantar Worldpanel Household panel - Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng
Thnh th
Nng thn
Tim tp ha dn u th
trng Thnh th vi mc
tng trng 5% trong khi
cc knh mua sm khc
ang phi cht vt vi mc
tng trng thp.
Nng thn, Tim tp ha
ang tip tc cng c v th
ca mnh trong khi Knh
hin i tng trng chm
so vi cng k nm trc.
XU HNG FMCG CC CH S CHNH
Th phn theo gi tr (%)
Tim tp ha Ch Knh hin i Ca hng
chuyn doanh
Bn hng
trc tip
Khc
12 w/e P513
vs. YA
12 w/e P514
vs. YA
62
12
19
4
2 2
63 11
17
5
2 2
62
11
17
5
2 3
71
24
2 4
73
21
2
5
74
21
2 4
8
Kantar Worldpanel
KNH MUA SM
TIU IM
NGNH HNG TIU BIU XU HNG FMCG CC CH S CHNH
CC THNG HIU
C CHN MUA NHIU NHT MI LNH VC TOP
THNH TH 4 TP CHNH NNG THN
CHM SC
SC KHE &
SC P
P/S 8.6 P/S 64.4
Kotex 7.6 Clear 64 .4
Lifebuoy 6.7 Lifebuoy 44 .0
CHM SC
GIA NH
Omo 9.6 Omo 86.4
Sunlight 9.2 Sunlight 49.8
Comfort 6.8 Comfort 40.5
THC PHM
NG GI
Vinamilk 26.8 Nam Ng (Chin Su) 164.5
Nam Ng (Chin Su) 15.6 Gu 106.9
Ho Ho 14.8 Ho Ho 89.8
THC UNG
(bao gm c
sa nc)
Vinamilk 29.0 Vinamilk 90.4
C Gi H Lan 13.0 C Gi H Lan 50.7
Coca-Cola 7.9 Fami 33.2
CRP* 2013
(triu im)
Trong nm th hai ra mt, bo
co Brand Footprint cng b
bng xp hng cc nh sn
xut hng u c thng hiu
c chn mua bi nhiu h
gia nh nht, vi mc
thng xuyn nht c
Thnh th v Nng thn Vit
Nam, cng nh bng xp
hng cc thng hiu hng
u mi lnh vc FMCG.

Click xem chi tit bng xp
hng Vit Nam v ton cu.

(*): CRP: Consumer Reach
Point im Tip Cn Ngi
Tiu Dng ca mt thng
hiu o lng thng hiu
tip cn c bao nhiu h
gia nh v s ln mt h gia
nh mua thng hiu
trung bnh trong mt nm
*
Ngun: Kantar Worldpanel Brand Footprint 2014 Thnh th 4 TP chnh v Nng thn Vit Nam
CRP* 2013
(triu im)
CC NH SN XUT
C CHN MUA NHIU NHT TOP
75* triu
213 triu 298 triu 407 triu
57 triu 33 triu
T
H

N
H

T
H

4

T
P

N

N
G

T
H

N

Kantar Worldpanel
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Lin h

Kantar Worldpanel Vit Nam | 58 V Vn Tn, Q.3, TP HCM, Vit Nam
tel: +84 8 39306631 | fax: +84 8 39306632
email: vietnam@kantarworldpanel.com | website: www.kantarworldpanel.com.vn

KWP_VN Kantar Worldpanel Vietnam