COVID-19:

The FMCG
Weekly News
September Week 1
(Data updated to 5/09/2021)

Worldpanel Division, Kantar Vietnam

Welcome to our series of The FMCG Weekly News
Staying Ahead and Abreast with the Changing Consumer / Shopper behavior.
At Worldpanel Division, today more than ever, we believe
behavioral evidence plays a greater role to help us see what is
happening. Having the clarity of sight allows us to develop or
calibrate our growth strategies and responses to them. Our
focused insights reveal what happens to consumer behavior
whilst being forced to stay at home, and post lockdown - which
allows us to measure the consequences of future behaviors.

Given the current development of COVID-19 situation, to

ensure that you stay on top of what is happening, we would like
to provide a more frequent & updated read on how consumer /
shopper behaviors are changing in the take home FMCG
market, through our series of The FMCG Weekly News.

If you have any questions or queries regarding your category,

please feel free to contact your client service team who will be
able to assist, or contact us via:
Vietnam@kantarworldpanel.com.

2
 NUMBER OF COVID-19 CASES ON WEEKLY BASIS

Weekly Cumulative Confirmed COVID 19 Cases in Vietnam

800,000
Wave 1: Wave 2: Wave 3: Wave 4:
23-Jan to 16-Apr 25-Jul to 1-Dec 28-Jan to 25-Mar 27-Apr to now
687,063
700,000 Total cases:415 Total cases:1136 Total cases:1301 Total cases:+700,000
Total deaths: 0 Total deaths: 35 Total deaths: 0 Total deaths: +17,000

600,000

500,000
1st case Case no.17 Lockdown New cases in New cases in MCO in Lockdown
in VN in HN MCO* in Da Nang Hai Duong Community HCMC in HCMC
400,000 The military
manning
several
300,000
checkpoints

200,000

100,000

2020 2021

Source: WHO MCO*: Movement control order 3

Number of confirmed Covid 19 cases continue to increase in Vietnam
(Wave 4’s Historical events in HCMC)

Cumulative Confirmed COVID 19 Cases in Vietnam

Total
HCMC began strict social Ho Chi Minh City
authorities extended the deaths
distancing measures under
800,000 Cumulative Confirmed COVID 19 Cases in Vietnam directive 11 with the strict ‘shelter-in-place’ 20000
military manning several lockdown restrictions
checkpoints until September 15
Cumulative Death Cases in Vietnam 18000
700,000
HCMC imposed
MCO under stricter HCMC banned HCMC extended 16000
600,000 directive 16 people from going MCO under stricter
outdoors at night directive 16 for 1
14000
month
HCMC first
500,000 HCMC implemented social 12000
applied distancing
directive 10
400,000 10000
HCMC applied HCMC extended
directive 15 & 16 directive 15 8000
300,000 (in some places) for 2 weeks

6000
200,000 HCMC banned the
gatherings of more 4000
New cases in than 20 people at
100,000 Community public places
2000

0 0

Source: Vietnam briefing MCO*: Movement control order 4

What do we see so far?

1. After reaching the historical peak in week ending 22nd August,

FMCG spend drops in the latest 2 weeks to almost pre-Covid level
due to a stricter "stay-at-home" order from 23rd August.

2. As a result of people having stocks at home and being not able to

go out, they have less shopping trips and also spend less per trip.

3. Dairy is the sector experiencing the spending cut the least while the
purchase toward Packaged Food is cooled down.

4. All growing channels like Minimarket and Online are slowing down
in the recent weeks under the impact of stricter movement control .

5
 After reaching the historical peak in week ending 22nd August, FMCG
1 spend drops in the latest 2 weeks to almost pre-Covid level due to a
stricter "stay-at-home" order from 23rd August
Index vs pre-covid week (average week of April 2019) – Weekly FMCG spending (Urban 4 key cities)

180 Wave 1 Wave 2 Wave 3 Wave 4

170

160

Tet period

Tet period
150

140

130

120

110

100

90

80
Week
ending

2019 2020 2021

Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam 6

 FMCG spend cut in latest week is driven by both shopping frequency and
2 trip value

Index vs pre-covid week (average week of April 2019) – Weekly FMCG performance across key measures (Urban 4 key cities)

180 Wave 1 Wave 2 Wave 3 Wave 4

160 Spend/trip

Unit/trip

Tet period

Tet period
140
Trip

120

100

80

60
Week
ending

2019 2020 2021

Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam 7

 Dairy is the sector experiencing the spending decrease the least;
3 therefore, it reaches the highest share of wallet

Value share by sector – Weekly FMCG spending (Urban 4 key cities)

50 Wave 1 Wave 2 Wave 3 Wave 4

Dairy
45 Beverages
Packaged food
40 Personal Care
Home Care

Tet period

Tet period
35

30

25

20

15

10

0
Week
ending

2019 2020 2021

Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam 8

 After reaching the historical share level, Minimarket slows down in the
4 latest 2 weeks. Online share remains stable
Value share by channel – Weekly FMCG spending (Urban 4 key cities)
Hyper & Super Minimarket Online

Wave 1 Wave 2 Wave 3 Wave 4

20

Tet period

Tet period
15

10

0
Week
ending

2019 2020 2021

Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam 9

Weekly data is now available,
updated to 5th September!

Reach out to us to support your

business questions.
Kantar is the world’s leading data, insights and
consulting company. We understand more about how
people think, feel, shop, share, vote and view than
anyone else. Combining our expertise in human
understanding with advanced technologies, Kantar’s
30,000 people help the world’s leading organizations
succeed and grow.

For further information, please visit us at

www.kantarworldpanel.com/vn

Contact us

Nguyen Thi Nhu Ngoc – Senior Marketing Manager

Worldpanel Division, Vietnam

E: NhuNgoc.NguyenThi@kantar.com
ơ

M: +84 988 445 401

58 Vo Van Tan St., Dist. 3, Ho Chi Minh City, Vietnam
11