Shampoo Market

Tracking survey on 2014

Date: 11th June 2014

Table of content

A – Research Background Page 3

B – Research Design Page 4

C – Respondent profile Page 5

D – Key findings Page 6 - 9

E – Detail findings Page 10 - 21

2
 A. Research background

Following up with the data presented in Q4/2012, W&S conducted internal research for shampoo market in
Q1/2014 to track the data.

The survey is conducted focus on following points:

■Usage and Attitude

Frequency of washing hair, important factors for product choice, purchase places, frequency of purchasing shampoo, type of packaging
and volume.

■Brand awareness
Top-of-mind, total spontaneous and total awareness

3
 B. Research design
Research Method Online research
Fieldwork Period May 2014
Research Area Nationwide
Respondent Criteria Male & Female aged 16 and over, main decision maker and buy for personal care products
Sample Size 470 samples
Number of Questions 7 Screening questions and 8 Main Questions
Survey Content Screening
Frequency of washing hair, Living place, Age, Gender, Marital Status, Monthly Household
Income, Decision maker and buyer.

Main Study
Important factors for choosing shampoo, Purchase places & Reasons for choosing, Frequency
of buying shampoo, Amount of money paid for once buying, Type of packaging, Brand
awareness.

4
 C. Respondent profile
■Gender ■Age

5.1 4.7 16 - 19 years old

23.0 20 - 29 years old

44.7 Male

Female 30 - 39 years old

55.3

67.2 40 years old and

above

■Current living city and province ■Monthly household income

19.4 Lower income (~ 7

Nothern million VND)

41.7 41.5
47 Middle income (7 ~
Central
15 million VND)
Southern
Upper income (15
39.1
million VND ~)

11.3

5
 D. Key findings

■Frequency of washing hair

Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more].

Male respondents are likely to wash hair more frequently than female ones. In fact, 97.6% males wash their hair [4 – 6 times per week
and more] while 53.5% females are [2 – 3 times per week and less than].

■Important factors for product choice

Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] stand out of important factors when
choosing a shampoo product with the mean of 4.37 and 4.31 respectively. The next one are [Healthy and strong hair] and [Hair
damage prevention] with respective mean of 4.24 and 4.19.

■Purchase places
[Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%.
Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products.

6
 D. Key findings

■Frequency of purchasing shampoo

A few respondents purchase shampoo products [Regularly] (7.7%).

Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per 2 – 3 months].

■Purchase price

[50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products. The next one is
[100,001 – 150,000 VND] at 25.5%.

■Type of packaging and Volume

[301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchase the size of [Over 900 ml].
Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with
16.4%.
[Under 10 ml] gains the highest percentage for pack packaging at 65.3%.
For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9%.

7
 D. Key findings

■Top-of-mind shampoo brands

[Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of
18.9% and 10.6%.

[Clear] is likely to have stronger awareness in male group with 51.0%.

■Total spontaneous

[Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by [Sunsilk].

[Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness.

■Total awareness
More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and
88.9% respectively.
[Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents.

8
E. Detail findings

1. Usage and Attitude

2. Brand awareness

9
 Frequency of washing hair
Q. Please tell us how often you wash your hair? [SA]

 Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more].

 Male respondents are likely to wash hair more frequently than female ones. In fact, 97.6% males wash their hair [4 – 6 times per week and more] while
53.5% females are [2 – 3 times per week and less than].

60.0
48.7

40.0
30.4

20.0 14.7
6.0
0.2
0.0

More than 4-6 times 2-3 times 4 - 6 times per 2 -3 times per
Every day Once a week
n once a day per week per week week and more week and less

Percent Percent Percent Percent Percent Percent Percent

Total 470 6.0 48.7 14.7 30.4 0.2 69.4 30.6
1 – Living Place
Northern 196 5.6 43.4 16.8 34.2 0 65.8 34.2
Central 53 11.3 43.4 9.4 35.8 0 64.2 35.8
Southern 221 5 54.8 14 25.8 0.5 73.8 26.2
2 - Gender
Male 210 12.9 80.5 4.3 2.4 0 97.6 2.4
Female 260 0.4 23.1 23.1 53.1 0.4 46.5 53.5
3 - Age
16 – 19 years old 22 9.1 50 18.2 18.2 4.5 77.3 22.7
20 – 29 years old 316 6.3 47.5 13.9 32.3 0 67.7 32.3
30 – 39 years old 108 5.6 50.9 19.4 24.1 0 75.9 24.1
40 years old and over 24 0 54.2 0 45.8 0 54.2 45.8
4 – Marital Status
Single 298 8.1 47 14.8 29.9 0.3 69.8 30.2
Married 162 2.5 50 14.8 32.7 0 67.3 32.7
Widowed / Divorced 9 0 77.8 11.1 11.1 0 88.9 11.1
Others 1 0 100 0 0 0 100 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 11 44 14.3 29.7 1.1 69.2 30.8
Middle income (7 ~ 15 million VND) 184 4.9 45.7 19 30.4 0 69.6 30.4
Upper income (15 million VND ~) 195 4.6 53.8 10.8 30.8 0 69.2 30.8

10
 Important factors
Q. Please tell us what factors concerning you when choosing a shampoo product? [Matrix SA]

 Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] stand out of important factors when choosing a
shampoo product with the mean of 4.37 and 4.31 respectively. The next one are [Healthy and strong hair] and [Hair damage prevention] with
respective mean of 4.24 and 4.19.

5.00
4.16 4.24 4.31 4.10 4.37 4.19 4.01
3.81 3.84
4.00 3.33 3.50
3.20 3.11
2.73
3.00

2.00

1.00

0.00
Hair Healthy Hair
Removin Internati Recycled Nice
falling and Clean Good damage Prestigio Famous Reasona
g dirt Not itchy Aroma onal packagin packagin
n preventio strong scalp foaming preventio us brand brand ble price
from hair brand g g
Percentage of 10% higher than the Total n hair n
Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean
Total 470 4.16 4.24 4.31 4.10 3.33 4.37 3.81 4.19 4.01 3.50 3.20 3.84 2.73 3.11
1 – Living Place
Northern 196 4.14 4.24 4.35 4.14 3.41 4.40 3.83 4.16 4.02 3.51 3.23 3.87 2.68 3.10
Central 53 4.30 4.32 4.45 4.19 3.30 4.51 3.83 4.38 4.00 3.36 3.08 3.92 2.66 3.06
Southern 221 4.14 4.22 4.25 4.05 3.26 4.32 3.78 4.18 4.00 3.53 3.20 3.80 2.79 3.13
2 - Gender
Male 210 4.08 4.23 4.30 4.06 3.39 4.39 3.90 4.10 4.01 3.64 3.34 3.80 2.83 3.16
Female 260 4.23 4.25 4.33 4.13 3.28 4.36 3.73 4.27 4.00 3.39 3.08 3.88 2.65 3.07
3 - Age
16 – 19 years old 22 4.59 4.59 4.64 4.59 3.23 4.68 3.91 4.50 4.09 3.55 3.32 4.09 2.82 3.00
20 – 29 years old 316 4.14 4.22 4.27 4.07 3.31 4.35 3.75 4.19 4.00 3.49 3.18 3.85 2.69 3.08
30 – 39 years old 108 4.10 4.22 4.36 4.09 3.37 4.35 3.94 4.13 4.02 3.53 3.22 3.77 2.81 3.19
40 years old and over 24 4.38 4.29 4.38 4.17 3.38 4.46 3.88 4.25 4.00 3.54 3.29 3.83 2.83 3.21
4 – Marital Status
Single 298 4.16 4.23 4.29 4.07 3.31 4.36 3.78 4.20 3.98 3.49 3.18 3.83 2.68 3.05
Married 162 4.12 4.24 4.35 4.14 3.35 4.39 3.85 4.16 4.03 3.51 3.23 3.85 2.81 3.20
Widowed / Divorced 9 4.78 4.67 4.67 4.44 3.67 4.78 4.00 4.67 4.67 3.67 3.22 4.00 2.89 3.33
Others 1 4.00 4.00 3.00 4.00 3.00 4.00 3.00 4.00 4.00 4.00 4.00 4.00 3.00 4.00
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 4.12 4.24 4.27 4.18 3.43 4.37 3.75 4.14 3.95 3.44 3.20 3.91 2.78 3.07
Middle income (7 ~ 15 million VND) 184 4.17 4.24 4.29 4.03 3.29 4.39 3.85 4.20 3.93 3.52 3.18 4.01 2.71 3.15
Upper income (15 million VND ~) 195 4.17 4.24 4.36 4.13 3.31 4.36 3.79 4.21 4.11 3.52 3.22 3.66 2.72 3.09

11
 Purchase places
Q. Please tell us where you often buy shampoo product? [MA]

 [Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%.

 Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products.

100
86.2

80
57.7
60
43.4
33.8
40
23.8
20 4.5 5.7
2.8 0.4
0

Hair- Commercial Online

Convenience One-price
Supermarket Grocery specialized center / shopping Hair salon Others
n store store
store Shopping mall website
Percent Percent Percent Percent Percent Percent Percent Percent Percent
Total 470 86.2 57.7 23.8 43.4 33.8 4.5 2.8 5.7 0.4
1 – Living Place
Northern 196 83.2 58.7 29.6 43.4 38.3 4.1 2.0 7.7 0.0
Central 53 77.4 69.8 20.8 49.1 28.3 3.8 1.9 1.9 0.0
Southern 221 91.0 53.8 19.5 42.1 31.2 5.0 3.6 5.0 0.9
2 - Gender
Male 210 84.8 60.0 14.8 42.4 33.8 3.3 1.9 4.8 0.0
Female 260 87.3 55.8 31.2 44.2 33.8 5.4 3.5 6.5 0.8
3 - Age
16 – 19 years old 22 81.8 54.5 18.2 40.9 22.7 9.1 4.5 9.1 0.0
20 – 29 years old 316 86.4 63.3 23.1 40.8 38.3 3.8 2.2 4.7 0.3
30 – 39 years old 108 88.0 48.1 23.1 49.1 24.1 5.6 3.7 6.5 0.9
40 years old and over 24 79.2 29.2 41.7 54.2 29.2 4.2 4.2 12.5 0.0
4 – Marital Status
Single 298 84.6 59.4 22.8 39.9 34.9 3.7 2.7 4.7 0.0
Married 162 88.3 56.8 25.3 50.6 32.7 5.6 2.5 7.4 1.2
Widowed / Divorced 9 100.0 22.2 33.3 33.3 11.1 11.1 11.1 11.1 0.0
Others 1 100.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 81.3 65.9 15.4 34.1 29.7 4.4 2.2 4.4 0.0
Middle income (7 ~ 15 million VND) 184 83.2 55.4 23.9 41.3 32.6 3.3 3.3 6.5 0.5
Upper income (15 million VND ~) 195 91.3 55.9 27.7 49.7 36.9 5.6 2.6 5.6 0.5

12
 Frequency of purchasing shampoo
Q. Please tell us how often you re-purchase shampoo brand? [SA]

 A few respondents purchase shampoo products [Regularly] (7.7%).

 Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per 2 – 3 months].

60

39.6
35.5
40

20
10.6
4.5 6.6
3.2

Less than once

More than Once per 2 - 3 Once per 2 - 3 Regular Normal Rarely
Once a week Once a month per 3 months
n once a week weeks months (Code 1 ~ 2) (Code 3 ~ 4) (Code 5 ~ 6)
once a week
Percentage of 10% higher than the Total

Total 470 3.2 4.5 10.6 39.6 35.5 6.6 7.7 50.2 42.1
1 – Living Place
Northern 196 2.0 2.0 14.3 37.2 37.8 6.6 4.1 51.5 44.4
Central 53 7.5 7.5 13.2 37.7 32.1 1.9 15.1 50.9 34.0
Southern 221 3.2 5.9 6.8 42.1 34.4 7.7 9.0 48.9 42.1
2 - Gender
Male 210 4.8 6.7 14.3 42.4 28.6 3.3 11.4 56.7 31.9
Female 260 1.9 2.7 7.7 37.3 41.2 9.2 4.6 45.0 50.4
3 - Age
16 – 19 years old 22 4.5 13.6 0.0 36.4 36.4 9.1 18.2 36.4 45.5
20 – 29 years old 316 3.5 4.4 12.7 39.9 33.2 6.3 7.9 52.5 39.6
30 – 39 years old 108 2.8 1.9 8.3 40.7 42.6 3.7 4.6 49.1 46.3
40 years old and over 24 0.0 8.3 4.2 33.3 33.3 20.8 8.3 37.5 54.2
4 – Marital Status
Single 298 3.7 5.0 10.7 39.9 34.2 6.4 8.7 50.7 40.6
Married 162 2.5 3.7 10.5 38.3 38.3 6.8 6.2 48.8 45.1
Widowed / Divorced 9 0.0 0.0 11.1 44.4 33.3 11.1 0.0 55.6 44.4
Others 1 0.0 0.0 0.0 100.0 0.0 0.0 0.0 100.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 4.4 9.9 18.7 30.8 27.5 8.8 14.3 49.5 36.3
Middle income (7 ~ 15 million VND) 184 1.6 3.8 12.0 46.2 30.4 6.0 5.4 58.2 36.4
Upper income (15 million VND ~) 195 4.1 2.6 5.6 37.4 44.1 6.2 6.7 43.1 50.3

13
 Purchase price
Q. Please tell us how much you usually pay for once buying shampoo products on average? [SA]

 [50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products. The next one is [100,001 –
150,000 VND] at 25.5%.

60.0

38.9
40.0
25.5

20.0 13.2 12.1

4.0 3.4 2.8

0.0

50,000 - 100,000 100,001 - 150,000 150,001 - 200,000 200,001 - 250,000 250,001 - 300,000
Under 50,000 VND Over 300,000 VND
n VND VND VND VND VND

Total 470 13.2 38.9 25.5 12.1 4.0 3.4 2.8

1 – Living Place
Northern 196 13.8 34.7 26.0 12.8 5.1 4.6 3.1
Central 53 18.9 32.1 30.2 9.4 5.7 1.9 1.9
Southern 221 11.3 44.3 24.0 12.2 2.7 2.7 2.7
2 - Gender
Male 210 15.2 42.9 24.8 8.6 3.8 4.3 0.5
Female 260 11.5 35.8 26.2 15.0 4.2 2.7 4.6
3 - Age
16 – 19 years old 22 22.7 36.4 18.2 13.6 4.5 0.0 4.5
20 – 29 years old 316 15.8 44.3 22.8 10.8 2.2 1.9 2.2
30 – 39 years old 108 6.5 27.8 32.4 13.9 8.3 6.5 4.6
40 years old and over 24 0.0 20.8 37.5 20.8 8.3 12.5 0.0
4 – Marital Status
Single 298 16.1 45.0 23.5 9.1 2.7 1.3 2.3
Married 162 8.0 29.0 29.6 18.5 5.6 6.2 3.1
Widowed / Divorced 9 0.0 22.2 22.2 0.0 22.2 22.2 11.1
Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 28.6 42.9 17.6 5.5 2.2 2.2 1.1
Middle income (7 ~ 15 million VND) 184 13.6 40.2 27.7 10.3 3.3 2.2 2.7
Upper income (15 million VND ~) 195 5.6 35.9 27.2 16.9 5.6 5.1 3.6

14
 Type of packaging and Volume
Q. Please tell us what packaging and what volume you usually buy? [Matrix SA]

 [301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchase the size of [Over 900 ml].

 Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with 16.4%.

60

40
23.9

20 13.9 13.5 15.2

12.8
5.9 6.3 6.1
2.4
0 0
0

Under 10 101 - 200 201 - 300 301 - 500 501 - 600 601 - 700 701 - 800 801 - 900 Over 900
1 - Bottle 10 - 50 ml 51 - 100 ml
n ml ml ml ml ml ml ml ml ml

Total 460 0 0 2.4 12.8 13.9 23.9 13.5 5.9 6.3 6.1 15.2
1 – Living Place
Northern 192 0.0 0.0 3.6 8.9 15.6 22.9 13.0 7.3 8.9 7.8 12.0
Central 50 0.0 0.0 0.0 24.0 10.0 20.0 14.0 2.0 2.0 10.0 18.0
Southern 218 0.0 0.0 1.8 13.8 13.3 25.7 13.8 5.5 5.0 3.7 17.4
2 - Gender
Male 207 0.0 0.0 1.0 16.4 15.5 25.1 12.6 6.8 6.8 6.3 9.7
Female 253 0.0 0.0 3.6 9.9 12.6 22.9 14.2 5.1 5.9 5.9 19.8
3 - Age
16 – 19 years old 21 0.0 0.0 0.0 14.3 23.8 19.0 9.5 4.8 9.5 0.0 19.0
20 – 29 years old 310 0.0 0.0 2.9 12.3 12.9 24.2 14.8 6.1 6.5 5.5 14.8
30 – 39 years old 105 0.0 0.0 1.9 12.4 18.1 22.9 12.4 4.8 5.7 8.6 13.3
40 years old and over 24 0.0 0.0 0.0 20.8 0.0 29.2 4.2 8.3 4.2 8.3 25.0
4 – Marital Status
Single 291 0.0 0.0 2.1 11.7 15.1 25.1 15.8 5.5 5.2 5.5 14.1
Married 159 0.0 0.0 2.5 14.5 11.3 21.4 9.4 6.9 8.8 7.5 17.6
Widowed / Divorced 9 0.0 0.0 11.1 22.2 11.1 33.3 11.1 0.0 0.0 0.0 11.1
Others 1 0.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 88 0.0 0.0 4.5 13.6 12.5 22.7 15.9 8.0 4.5 4.5 13.6
Middle income (7 ~ 15 million VND) 180 0.0 0.0 2.2 12.2 14.4 28.9 12.2 3.3 6.1 3.9 16.7
Upper income (15 million VND ~) 192 0.0 0.0 1.6 13.0 14.1 19.8 13.5 7.3 7.3 8.9 14.6

15
 Type of packaging and Volume
Q. Please tell us what packaging and what volume you usually buy? [Matrix SA]

 [Under 10 ml] gains the highest percentage for pack packaging at 65.3%.

80
65.3

60

34.7
40

20
0 0 0 0 0 0 0 0 0
0

101 - 200 201 - 300 301 - 500 501 - 600 601 - 700 701 - 800 801 - 900 Over 900
2 - Pack Under 10ml 10 - 50 ml 51 - 100 ml
n ml ml ml ml ml ml ml ml

Total 346 65.3 34.7 0 0 0 0 0 0 0 0 0

1 – Living Place
Northern 146 63.7 36.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Central 40 57.5 42.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Southern 160 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
2 - Gender
Male 156 59.6 40.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Female 190 70.0 30.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
3 - Age
16 – 19 years old 16 50.0 50.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
20 – 29 years old 240 67.1 32.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
30 – 39 years old 74 62.2 37.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
40 years old and over 16 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
4 – Marital Status
Single 224 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Married 115 57.4 42.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Widowed / Divorced 6 83.3 16.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 79 65.8 34.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Middle income (7 ~ 15 million VND) 137 65.7 34.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Upper income (15 million VND ~) 130 64.6 35.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

16
 Type of packaging and Volume
Q. Please tell us what packaging and what volume you usually buy? [Matrix SA]

 For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9%.

80

60

38.0
40
25.9

20 13.4 11.6 8.8

0 0 2.3 0 0 0
0

101 - 200 201 - 300 301 - 500 501 - 600 601 - 700 701 - 800 801 - 900 Over 900
3 - Tube Under 10ml 10 - 50 ml 51 - 100 ml
n ml ml ml ml ml ml ml ml

Total 216 0 0 38.0 25.9 13.4 11.6 8.8 2.3 0 0 0

1 – Living Place
Northern 87 0.0 0.0 43.7 25.3 17.2 6.9 4.6 2.3 0.0 0.0 0.0
Central 27 0.0 0.0 51.9 14.8 11.1 11.1 11.1 0.0 0.0 0.0 0.0
Southern 102 0.0 0.0 29.4 29.4 10.8 15.7 11.8 2.9 0.0 0.0 0.0
2 - Gender
Male 98 0.0 0.0 44.9 25.5 14.3 3.1 8.2 4.1 0.0 0.0 0.0
Female 118 0.0 0.0 32.2 26.3 12.7 18.6 9.3 0.8 0.0 0.0 0.0
3 - Age
16 – 19 years old 10 0.0 0.0 40.0 30.0 20.0 10.0 0.0 0.0 0.0 0.0 0.0
20 – 29 years old 147 0.0 0.0 37.4 23.8 14.3 12.9 9.5 2.0 0.0 0.0 0.0
30 – 39 years old 48 0.0 0.0 39.6 33.3 8.3 8.3 6.3 4.2 0.0 0.0 0.0
40 years old and over 11 0.0 0.0 36.4 18.2 18.2 9.1 18.2 0.0 0.0 0.0 0.0
4 – Marital Status
Single 132 0.0 0.0 35.6 25.0 15.9 12.9 9.1 1.5 0.0 0.0 0.0
Married 78 0.0 0.0 42.3 28.2 10.3 9.0 6.4 3.8 0.0 0.0 0.0
Widowed / Divorced 6 0.0 0.0 33.3 16.7 0.0 16.7 33.3 0.0 0.0 0.0 0.0
Others 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 43 0.0 0.0 37.2 25.6 16.3 11.6 7.0 2.3 0.0 0.0 0.0
Middle income (7 ~ 15 million VND) 90 0.0 0.0 37.8 27.8 11.1 13.3 6.7 3.3 0.0 0.0 0.0
Upper income (15 million VND ~) 83 0.0 0.0 38.6 24.1 14.5 9.6 12.0 1.2 0.0 0.0 0.0

17
E. Detail findings

1. Usage and Attitude

2. Brand awareness

18
 Top-of-mind shampoo brands
Q1. When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA]

 [Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of 18.9% and 10.6%.

 [Clear] is likely to have stronger awareness in male group with 51.0%.

100

80

60
39.1
40
18.9
20 10.2 10.6 7.9
6.2 3.6
1.1 1.7 0.2 0.4 0
0

Head & Double Enchanteu

Clear X-men Pantene Sunsilk Rejoice Dove Romano Lifebuoy Others
n Shoulders Rich r

Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent
Total 470 39.1 6.2 10.2 10.6 18.9 1.1 7.9 1.7 0.2 0.4 0.0 3.6
1 – Living Place
Northern 196 36.2 6.6 14.3 7.7 19.4 1.0 9.2 2.0 0.0 0.5 0.0 3.1
Central 53 41.5 5.7 3.8 9.4 20.8 1.9 15.1 1.9 0.0 0.0 0.0 0.0
Southern 221 41.2 5.9 8.1 13.6 18.1 0.9 5.0 1.4 0.5 0.5 0.0 5.0
2 - Gender
Male 210 51.0 13.8 3.8 10.0 8.6 1.9 3.3 3.8 0.0 0.5 0.0 3.3
Female 260 29.6 0.0 15.4 11.2 27.3 0.4 11.5 0.0 0.4 0.4 0.0 3.8
3 - Age
16 – 19 years old 22 54.5 4.5 9.1 0.0 13.6 4.5 9.1 0.0 0.0 0.0 0.0 4.5
20 – 29 years old 316 39.9 6.0 8.9 9.8 19.9 0.6 9.5 1.9 0.3 0.3 0.0 2.8
30 – 39 years old 108 38.0 7.4 12.0 14.8 17.6 0.9 2.8 1.9 0.0 0.9 0.0 3.7
40 years old and over 24 20.8 4.2 20.8 12.5 16.7 4.2 8.3 0.0 0.0 0.0 0.0 12.5
4 – Marital Status
Single 298 39.3 6.4 8.4 9.4 21.1 0.7 8.1 1.7 0.3 0.3 0.0 4.4
Married 162 39.5 5.6 14.2 11.7 16.0 1.9 6.2 1.9 0.0 0.6 0.0 2.5
Widowed / Divorced 9 22.2 11.1 0.0 33.3 0.0 0.0 33.3 0.0 0.0 0.0 0.0 0.0
Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 37.4 7.7 6.6 8.8 17.6 2.2 15.4 0.0 0.0 0.0 0.0 4.4
Middle income (7 ~ 15 million VND) 184 40.2 7.1 9.2 7.6 21.2 1.6 6.5 2.7 0.5 0.5 0.0 2.7
Upper income (15 million VND ~) 195 39.0 4.6 12.8 14.4 17.4 0.0 5.6 1.5 0.0 0.5 0.0 4.1

19
 Total spontaneous
Q1. When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA]

 [Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by Sunsilk.

 [Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness.

100
79.4
80 68.1

60 46.2
42.6 43.4
40 32.1 31.5
21.3 22.1
20 6.8 8.1 8.5

Head & Double Enchanteu

Clear X-men Pantene Sunsilk Rejoice Dove Romano Lifebuoy Others
n Shoulders Rich r

Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent
Total 470 79.4 32.1 42.6 46.2 68.1 31.5 43.4 21.3 6.8 8.1 8.5 22.1
1 – Living Place
Northern 196 79.1 32.1 46.9 33.7 68.9 28.1 48.5 18.9 3.1 8.7 10.7 20.9
Central 53 83.0 28.3 37.7 45.3 75.5 32.1 49.1 34.0 5.7 5.7 11.3 20.8
Southern 221 78.7 33.0 39.8 57.5 65.6 34.4 37.6 20.4 10.4 8.1 5.9 23.5
2 - Gender
Male 210 81.4 61.0 26.7 41.4 54.3 25.7 24.3 41.9 8.6 2.9 3.8 20.0
Female 260 77.7 8.8 55.4 50.0 79.2 36.2 58.8 4.6 5.4 12.3 12.3 23.8
3 - Age
16 – 19 years old 22 95.5 27.3 63.6 59.1 68.2 45.5 45.5 18.2 0.0 0.0 4.5 9.1
20 – 29 years old 316 80.1 33.9 40.2 46.5 70.3 31.0 46.2 23.7 7.3 10.1 8.2 22.8
30 – 39 years old 108 77.8 28.7 44.4 44.4 61.1 30.6 33.3 14.8 7.4 3.7 7.4 24.1
40 years old and over 24 62.5 29.2 45.8 37.5 70.8 29.2 50.0 20.8 4.2 8.3 20.8 16.7
4 – Marital Status
Single 298 79.5 32.9 43.0 46.6 68.5 30.9 43.0 23.8 7.0 10.7 7.4 23.5
Married 162 79.0 30.9 42.6 45.7 67.3 32.7 42.6 15.4 6.8 3.7 10.5 18.5
Widowed / Divorced 9 77.8 22.2 33.3 44.4 77.8 33.3 77.8 33.3 0.0 0.0 11.1 33.3
Others 1 100.0 100.0 0.0 0.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 100.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 79.1 37.4 33.0 42.9 71.4 34.1 47.3 22.0 3.3 9.9 4.4 26.4
Middle income (7 ~ 15 million VND) 184 75.5 29.3 46.2 44.6 65.2 27.7 45.1 21.7 5.4 7.1 9.8 20.1
Upper income (15 million VND ~) 195 83.1 32.3 43.6 49.2 69.2 33.8 40.0 20.5 9.7 8.2 9.2 22.1

20
 Total awareness
Q. Please tell us what shampoo brands you know in the list below? [MA]

 More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and 88.9% respectively.

 [Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents.

100
95.5 88.1 88.9 90.9 85.7 86.0 84.3 82.8
78.9 77.9
73.6
80

60

40

20
4.0

Head & Double Enchanteu

Clear X-men Pantene Sunsilk Rejoice Dove Romano Lifebuoy Others
n Shoulders Rich r

Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent
Total 470 95.5 88.1 78.9 88.9 90.9 85.7 86 84.3 73.6 82.8 77.9 4.0
1 – Living Place
Northern 196 97.4 89.8 81.6 90.3 92.3 87.8 90.3 87.8 73.0 87.2 84.7 3.1
Central 53 92.5 90.6 73.6 81.1 84.9 73.6 81.1 84.9 69.8 79.2 73.6 5.7
Southern 221 94.6 86.0 77.8 89.6 91.0 86.9 83.3 81.0 75.1 79.6 72.9 4.5
2 - Gender
Male 210 94.8 92.9 65.7 84.3 84.3 78.6 76.2 87.1 64.8 72.9 62.9 2.9
Female 260 96.2 84.2 89.6 92.7 96.2 91.5 93.8 81.9 80.8 90.8 90.0 5.0
3 - Age
16 – 19 years old 22 90.9 77.3 77.3 86.4 81.8 72.7 72.7 68.2 59.1 63.6 54.5 4.5
20 – 29 years old 316 96.5 88.6 77.2 87.7 92.1 85.8 86.1 85.8 73.7 82.9 78.8 4.7
30 – 39 years old 108 94.4 88.9 84.3 92.6 88.9 89.8 87.0 87.0 77.8 88.0 83.3 1.9
40 years old and over 24 91.7 87.5 79.2 91.7 91.7 79.2 91.7 66.7 66.7 75.0 62.5 4.2
4 – Marital Status
Single 298 96.0 86.2 77.5 88.3 91.6 83.9 83.2 82.9 70.8 81.2 75.5 4.4
Married 162 94.4 91.4 81.5 90.1 89.5 89.5 90.1 86.4 79.6 86.4 82.7 3.1
Widowed / Divorced 9 100.0 88.9 88.9 100.0 100.0 88.9 100.0 88.9 66.7 77.8 77.8 11.1
Others 1 100.0 100.0 0.0 0.0 0.0 0.0 100.0 100.0 0.0 0.0 0.0 0.0
5 – Monthly Household Income
Lower income (~ 7 million VND) 91 96.7 83.5 70.3 84.6 92.3 83.5 82.4 78.0 61.5 78.0 72.5 3.3
Middle income (7 ~ 15 million VND) 184 94.0 87.5 81.0 87.5 89.1 84.2 85.3 84.8 73.4 82.1 75.5 4.3
Upper income (15 million VND ~) 195 96.4 90.8 81.0 92.3 91.8 88.2 88.2 86.7 79.5 85.6 82.6 4.1

21
W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’
and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 members
panel with various segmentations across Vietnam.

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