FMCG in Vietnam

FMCG IN VIETNAM

Table of Contents
Table of Contents

01. Overview 01. OVERVIEW

02. Consumer01.
behavior
OVERVIEW

03. Focus: Home care

01. OVERVIEW

04. Focus: Personal care

05. Focus: Dairy

01. OVERVIEW
FMCG IN VIETNAM

Overview
Breakdown of retail market in Vietnam in 2018, by category
Share of retail market in Vietnam 2018, by category

Others 6%
Non-store retail 2%
Apparel and footwear 5%

Leisure goods 6%

Health and Grocery 44%

beauty 9%

Home and
garden 11%

Electronic and
appliance 17%

Note(s): Vietnam; 2018

Further information regarding this statistic can be found on page 39.
2 Source(s): McKinsey; Euromonitor; ID 1110908 Overview
Value growth rate of FMCG categories in urban cities in Vietnam in 2020, by type
Value growth of FMCG categories in urban cities in Vietnam 2020, by type

Growth rate
0% 5% 10% 15% 20% 25%

Packaged foods 23%

Personal care 12%

Dairy 9%

Home care 6%

Beverages 2%

Note(s): Vietnam; 2020

3 Source(s): Kantar Worldpanel; ID 1111781 Overview
Value growth rate of FMCG categories in rural areas in Vietnam in 2020, by type
Value growth of FMCG categories in rural areas in Vietnam 2020, by type

Growth rate
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Personal care 16%

Packaged foods 15%

Dairy 13%

Home care 11%

Beverages 1%

Note(s): Vietnam; 2020

4 Source(s): Kantar Worldpanel; ID 1111807 Overview
Preference for local or foreign brands in Vietnam as of the 2nd half of 2019, by category
Preference for domestic or international brands in Vietnam H2 2019, by category

Share of respondents

Local brands Foreign brands

0% 20% 40% 60% 80% 100% 120%

Beverages (alcoholic)

Beverages (non-alcoholic)

Confectionery

Packaged foods

Tobacco

Clothing and footwear

Household cleaning products

Personal hygiene products

Audio and video electronics

Household appliances (major)

Household appliances (small)

Mobile phones, digital cameras and other gadgets

Note(s): Vietnam; H2 2019; 1,000 respondents; among households in Hanoi, Ho Chi Minh City, Can Tho and Da Nang
5 Source(s): Deloitte; ID 1110934 Overview
Market capitalization of leading consumer goods companies in Vietnam as of April 2020 (in billion
Vietnamese dong)
Market capitalization of leading consumer goods companies in Vietnam 2020

Market capitalization in billion Vietnamese dong

0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000

Vietnam Dairy Products Joint Stock Company 172,744.67

Saigon Beer - Alcohol - Beverage Corporation 98,116.02

Masan Group Corporation 71,188.84

Masan Consumer Corporation 46,904.98

Masan MEATLife Joint Stock Company 14,706.95

Hoang Anh Gia Lai Agricultural Joint Stock Company 14,189.49

Phu Nhuan Jewelry Joint Stock Company 13,331.14

Hanoi Beer Alcohol and Beverage Joint Stock Corporation 11,392.97

Quang Ngai Sugar Joint Stock Company 8,654.37

Thanh Thanh Cong - Bien Hoa Joint Stock Company 8,608.18

Hoang Huy Investment Financial Services Joint Stock Company 6,888.8

Vinacafe Bien Hoa Joint Stock Company 5,754.38

Vinh Hoan Corporation 5,094.49

Binh Duong Producing and Trading Corporation 4,500

Minh Phu Seafood Corporation 4,389.2

Note(s): Vietnam; as of April 2020

6 Source(s): VCSC; ID 1111011 Overview
Most chosen FMCG brands in Vietnam's urban areas in 2020, by penetration rate
Most chosen FMCG brands in urban areas Vietnam 2020, by penetration rate

Penetration rate
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Vinamilk 90.4%

Hao Hao 78.7%

Ajinomoto 75.5%

Sunlight 72.9%

Coca Cola 69.5%

Nam Ngu 67.1%

Chin Su 66%

TH True 56.3%

Milo 50.7%

Ngoi Sao Phuong Nam 46.9%

Note(s): Vietnam; 2020; among four key urban cities Ho Chi Minh, Ha Noi, Da Nang and Can Tho
7 Source(s): Kantar Worldpanel; ID 1014912 Overview
Most chosen FMCG brands in Vietnam's rural areas in 2020, by penetration rate
Most chosen FMCG brands in rural areas Vietnam 2020, by penetration rate

Penetration rate
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

P/S 83%

Chin Su 77.3%

Nam Ngu 75.8%

Vinamilk 73.2%

Ajinomoto 66.3%

Hao Hao 61.6%

3 Mien (Uniben) 61.6%

Gau Do (Asiafood) 57.6%

Simply 54.7%

Fami 50%

Note(s): Vietnam; 2020

8 Source(s): Kantar Worldpanel; ID 1014925 Overview
Leading top-of-mind companies for food and beverages among consumers in Vietnam in 2019
Leading top-of-mind companies for food and beverages among consumers in Vietnam 2019

Share of respondents
0% 5% 10% 15% 20% 25% 30%

Vinamilk 24%

Vissan 13%

Acecook 7%

Kinh Do 4%

Masan 4%

Nutifood 3%

Vifon 3%

TH True Milk 2%

Note(s): Vietnam; September 2019; 18-49 years; 717 respondents; among consumers
9 Source(s): Q&Me; ID 1078191 Overview
FMCG IN VIETNAM

Consumer behavior
Number of FMCG retail channels per household in urban areas in Vietnam in financial year 2016
and 2018
Number of FMCG retail channels per household in urban areas in Vietnam FY 2016-2018

<3 channels 3-4 channels 5-6 channels 7-8 channels 9-10 channels >10 channels
120%

100% 6% 8%
10%
13%
80%
Share of households

20%
23%
60%

30%
28%
40%

20% 28%
23%

7% 6%
0%
2016 2018

Note(s): Vietnam; 2016 and 2018

11 Source(s): Kantar Worldpanel; ID 1112192 Consumer behavior
Annual FMCG in-home consumption growth in urban areas in Vietnam from 2012 to 2020 with a
forecast for 2021
Annual FMCG in-home consumption growth in urban areas Vietnam 2012-2021

16%
14.8%

14%

12%

10.3%
9.8%
10%
Value growth

8%
6.4% 6.4%
6% 5.3%
4.8%
3.8%
4%
2.7%
2.3%
2%

0%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021*

Note(s): Vietnam; 2012 to 2020; excluding gifting

12 Source(s): Kantar Worldpanel; ID 992562 Consumer behavior
Annual FMCG in-home consumption growth in rural areas in Vietnam from 2012 to 2020 with a
forecast for 2021
Annual FMCG in-home consumption growth in rural areas Vietnam 2012-2021

14%

12.3%
12%
12%

10.4% 10.2%
10%

8.5% 8.6% 8.7%

Growth rate

8%

6.4%
6%

4.4%
4%
2.7%

2%

0%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021*

Note(s): Vietnam; 2012 to 2020; excluding gifting

13 Source(s): Kantar Worldpanel; ID 992572 Consumer behavior
Share of FMCG expenditure in urban areas in Vietnam in 2019
Share of FMCG spending in urban areas Vietnam 2019

Home
care
9.7%

Packaged foods
21.6%

Personal care 17%

Beverages 22%

Dairy 29.7%

Note(s): Vietnam; 2019; 12 months ending September 2019l

14 Source(s): Kantar; Kantar Worldpanel; ID 992582 Consumer behavior
Share of FMCG expenditure in rural areas in Vietnam in 2019
Share of FMCG spending in rural areas Vietnam 2019

Home
care
8.9%

Personal care
11.8%

Packaged foods 28.4%

Dairy 23.9%

Beverages 27%

Note(s): Vietnam; 2019; 12 months ending September 2019l

15 Source(s): Kantar; Kantar Worldpanel; ID 992579 Consumer behavior
Category breakdown of monthly household expenditure in Vietnam in 2020, by city
Category breakdown of monthly household spending in Vietnam 2020, by city

Expenditure share

Food (packaged, fresh & canned) Healthcare

Housing & Utilities Transportation
Education Other lifestyle products
Personal hygiene products & household cleaning products Internet services
Recreational consumer goods Welfare & savings
0% 20% 40% 60% 80% 100% 120%

Ha Noi 43% 5% 12% 8% 7% 4% 6% 6% 8% 1%

Ho Chi Minh City 40% 4% 11% 9% 5% 4% 10% 6% 9% 2%

Can Tho 45% 3% 15% 13% 4% 2% 5% 7% 5% 1%

Da Nang 43% 4% 12% 9% 6% 3% 7% 7% 9% 1%

Note(s): Vietnam; June to July 2020; 1,000 respondents; among households in Ha Noi, Ho Chi Minh City, Can Tho and Da Nang
16 Source(s): Deloitte; ID 1110924 Consumer behavior
FMCG IN VIETNAM

Focus: Home care

Share of urban buyers purchasing fabric detergent in Vietnam in 2015 and 2019, by category
Share of urban buyers purchasing fabric detergent in Vietnam 2015-2019, by category

Powder Liquid
100%

88.7%
90%
79.2%
80%

70%
Share of urban buyers

60% 54.9%

50%

40%
34.4%

30%

20%

10%

0%
2015 MAT P9 2019*

Note(s): Vietnam; 2019; 12 months ending September 2019

18 Source(s): Kantar Worldpanel; ID 1111832 Focus: Home care
Share of urban buyers purchasing fabric softener in Vietnam in 2015 and 2019
Share of urban buyers purchasing fabric softener in Vietnam 2015-2019

80%

71.6%
70% 66.8%

60%
Share of urban buyers

50%

40%

30%

20%

10%

0%
2015 MAT P9 2019*

Note(s): Vietnam; 2019; 12 months ending September 2019

19 Source(s): Kantar Worldpanel; ID 1111938 Focus: Home care
Share of urban buyers purchasing toilet cleaners in Vietnam in 2015 and 2019
Share of urban buyers purchasing toilet cleaners in Vietnam 2015-2019

50%

45% 43.6%

40% 38.4%

35%
Share of urban buyers

30%

25%

20%

15%

10%

5%

0%
2015 MAT P9 2019*

Note(s): Vietnam; 2019; 12 months ending September 2019

20 Source(s): Kantar Worldpanel; ID 1111968 Focus: Home care
Share of urban buyers purchasing fabric detergent with added value in Vietnam in 2015 and 2019,
by type
Share of urban buyers purchasing added value detergent in Vietnam 2015-2019, by type

Clean generic Fragrance Color care Anti Mal-odor Baby

90%
82%
80%
80%

70% 67%
65%
Share of urban buyers

60%

50%

40%

30%

20%
14%
11% 11% 11%
9%
10% 7%

0%
2015 MAT P9 2019*

Note(s): Vietnam; 2019; 12 months ending September 2019

21 Source(s): Kantar Worldpanel; ID 1111980 Focus: Home care
Share of urban buyers purchasing fabric softener with added value in Vietnam in 2015 and 2019,
by type
Share of urban buyers buying added value fabric softener Vietnam 2015-2019, by type

Classic Sensorial Baby/sensitive Natural

50%
47%

45%

40% 39% 39% 39%

35%
Share of urban buyers

30%
25%
25%
22%

20%

15%

10%

5%
1%
0%
0%
2015 MAT P9 2019*

Note(s): Vietnam; 2019; 12 months ending September 2019

22 Source(s): Kantar Worldpanel; ID 1112020 Focus: Home care
Share of urban buyers purchasing dish washing soap with added value in Vietnam in 2015 and
2019, by type
Share of urban buyers purchasing added value dish soap in Vietnam 2015-2019, by type

Shiny dish Natural Anti-bacterial

70%
63.1%

60%
55.2%

50%
Share of urban buyers

40%

30% 27.9%

20.9%
20%

10%
3.5%
1.5%
0%
2015 MAT P9 2019*

Note(s): Vietnam; 2019; 12 months ending September 2019

23 Source(s): Kantar Worldpanel; ID 1112036 Focus: Home care
FMCG IN VIETNAM

Focus: Personal care

Production volume of shampoo and conditioner in Vietnam from 2010 to 2019 (in 1,000 metric tons)
Shampoo and conditioner production volume in Vietnam 2010-201

80

68.24 68.87
70
65.8 65.17
63.66 63.97
61.46
60 57.45
Volume in thousand metric tons

49.28 50.2
50

40

30

20

10

0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019*

Note(s): Vietnam; 2010 to 2019

25 Source(s): General Statistics Office of Vietnam; ID 1115388 Focus: Personal care
Production volume of toothpaste in Vietnam from 2010 to 2018 (in 1,000 tons)
Toothpaste production volume in Vietnam 2010-2018

60

50.4
50 48.21 48.39
45.01

39.63
Volume in thousand tons

40 37.16 37.43
34.39
30.31
30

20

10

0
2010 2011 2012 2013 2014 2015 2016 2017 2018*

Note(s): Vietnam; 2010 to 2018

26 Source(s): General Statistics Office of Vietnam; ID 1115390 Focus: Personal care
Production volume of shower cream and cleansing foam in Vietnam from 2016 to 2020 (in 1,000
metric tons)
Shower cream and cleansing foam production volume in Vietnam 2016-2020

60
54.53

50
45.39
41.93 42.37
Volume in thousand metric tons

40 38.35

30

20

10

0
2016 2017 2018 2019 2020

Note(s): Vietnam; 2016 to 2020

27 Source(s): General Statistics Office of Vietnam; ID 1115392 Focus: Personal care
Production volume of soap and detergents in Vietnam from 2016 to 2020 (in 1,000 metric tons)
Soap and detergents production volume in Vietnam 2016-2020

1,600
1,487.2

1,400
1,291.8
1,186
1,200 1,121.7 1,142.1
Volume in thousand metric tons

1,000

800

600

400

200

0
2016 2017 2018 2019 2020*

Note(s): Vietnam; 2016 to 2020

28 Source(s): General Statistics Office of Vietnam; ID 1115393 Focus: Personal care
Most purchased online personal care categories based on the occasion share among urban
citizens in Vietnam in 2019
Most purchased personal care categories in e-commerce in Vietnam 2019

Occasion share
0% 2% 4% 6% 8% 10% 12% 14%

Facial moisturizer 12.4%

Shampoo 10.4%

Lip makeup 9.9%

Facial wash 8.9%

Shower gel 8.6%

Lipstick 8.3%

Hair conditioner 6%

Sun protection 5.5%

Mask 5.4%

Fragrances 3.9%

Toothpaste 3.5%

Body care 3.3%

Foundation cosmetic 3%

Cosmetic remover 2.8%

Deodorant 2.4%

Note(s): Vietnam; 2019; 12 months ending August 2019

29 Source(s): Kantar Worldpanel; ID 1111817 Focus: Personal care
Share of personal care private label products among urban buyers in Vietnam from 2017 to 2019
Share of personal care private label products among urban buyers in Vietnam 2017-2019

10%
9.1%
9% 8.5%
8.1%
8%
Share of private label buyers

7%

6%

5%

4%

3%

2%

1%

0%
2017 2018 MAT P8 2019*

Note(s): Vietnam; 2019; 12 months ending August 2019

30 Source(s): Kantar Worldpanel; ID 1112110 Focus: Personal care
FMCG IN VIETNAM

Focus: Dairy
Growth rate of dairy market size in Vietnam from 2014 to 2017
Growth rate of dairy market size in Vietnam 2014-2017

20% 19%

18%
16.8%

16%

14%

12%
Growth rate

10.5%
10%

8%

6%

4%
2%
2%

0%
2014 2015 2016 2017

Note(s): Vietnam; 2014 to 2017

32 Source(s): Fiin Group; ID 1096818 Focus: Dairy
Growth rate of drinking milk market size in Vietnam from 2013 to 2017
Growth rate of drinking milk market size in Vietnam 2013-2017

25%

21.4%

20%

15%
Growth rate

11.3%

10%
8.5%
7.5% 7.4%

5%

0%
2013 2014 2015 2016 2017

Note(s): Vietnam; 2013 to 2017

33 Source(s): General Statistics Office of Vietnam; Fiin Group; ID 1096847 Focus: Dairy
Growth rate of powdered milk market size in Vietnam from 2014 to 2017
Growth rate of powdered milk market size in Vietnam 2014-2017

12%

10.1%
10%

8.5%

8%
7.1%
Growth rate

6%

4% 3.7% 3.7%

2%

0%
2013 2014 2015 2016 2017

Note(s): Vietnam; 2013 to 2017

34 Source(s): General Statistics Office of Vietnam; Fiin Group; ID 1096856 Focus: Dairy
Most used yoghurt brands among consumers in Vietnam in 2018
Most used yoghurt brands among consumers Vietnam 2018

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Vinamilk 77.9%

TH True Yoghurt 8.5%

Ba Vi 4.4%

Susu 3.1%

Probi 2%

Note(s): Vietnam; June 2018; 800 respondents; among female and male repondents that have consumed yoghurt in the past three months
35 Source(s): Vinaresearch; ID 1005130 Focus: Dairy
Market share of dairy products of Vietnam Dairy Products JSC from 2016 to 2018, by category
Vinamilk's market share of dairy products 2016-2018, by category

2016 2017 2018

90% 85%
83% 83%
80% 80% 79%
80%

70%

58% 59%
60% 56%
Market share

50%
41% 42% 42%
40%

30%

20%

10%

0%
Spoon yoghurt Condensed milk Liquid milk Powdered milk

Note(s): Vietnam; 2016 to 2018

36 Source(s): VCSC; Vinamilk; ID 1116885 Focus: Dairy
Reasons for choosing Vinamilk as a top-of-mind company among consumers in Vietnam in 2019
Factors for choosing Vinamilk as a top-of-mind company among consumers Vietnam 2019

Average share of respondents

0% 10% 20% 30% 40% 50% 60% 70%

Good price 65%

Good quality 63%

Well-known brand 62%

Good innovations/technology 51%

High contribution to the society 50%

Familiar with products/services 41%

Great leaders 36%

High exposures in overseas 32%

High exposures in Vietnam 30%

Many advertisements 18%

I know people working there 9%

Note(s): Vietnam; September 2019; 18-49 years; 717 respondents; among consumers
37 Source(s): Q&Me; ID 1078435 Focus: Dairy