Research about why Vietnamese put ice in beer

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Overview
Vietnam is one of the best beer drinking in terms of
the consumptions. The market is growing year by
year and the country is top 10 beer consumption
country worldwide already.

This survey was made in order to have the better

understanding in the Vietnamese behaviors of
drinking beer with ice, to have the clues of why they
put ice on it

This survey was conducted among 682 male /

female who drink beer. The survey was conducted in
January 2019.
Motivations to put ice in beer
 Influence factors for drinking with ice / without ice
Temperature (weather)
Usage of beer goes down from
86% to 51% when the
temperature is cold. They use
ice simply as they feel hot.
Taste preference
Some prefers to put ice to make
its taste lighter. They are mainly
those who drink less or female.
On the other hand, there are
minor people who avoid ice to
keep original taste
Beer condition
Those who prefer to put ice
when beer is cold is less than
half (49%). Ice is used to make
beer cooler, especially as some
restaurants (street vendors)
tend to keep beer lukewarm
Atmosphere
Peer pressure for 1-2-3 customs
or hesitation to get drunk may
let them choose drink beer with
lighter choice. They tend to
choose beer without ice when
drinking alone
 Who are non-ice users
Those who prefers beer without ice is still minor but they have the behavior as below
More North area people than
South area
The ratio of non-ice users in
Hanoi is twice as high as HCM.
There are 3 reasons of the
difference. The difference of
the weather (temperature),
popularity of Bia Hoi (draft
beer) and more attention to
sanitary may be linked to their
behaviors
Enjoys more variety of beer
Non-ice users enjoy more
variety of beer brands (6.9
brands vs 5.2 brands of ice
users). They also keen on
trying new tastes more. Also
they use restaurants with
better refrigeration (air-con
restaurants, bar) more
Wealthy background
Those who prefers to use ice
are on the decrease when the
income get higher. Wealthy
people tend to have more
international exposure (beer
without ice) as well as selection
of better restaurants (where
beer is cold)
Less drink opportunities with
colleagues
Non-ice users have less
opportunities of drinking with
colleagues (50%=ice users,
38%=non ice users), presuming
that they have less occasions of
harsh drinking such as 1-2-3,
which most people drink with
ice
Factors to move forward to non-ice usage
Preference over the
original taste
The trend of enjoying
original taste is on the
increase although it is still
a minor, as seen in the
trend of enjoying craft
beer, for instance. Such
trend may end up with
running themselves away
from using ice in beer.
Refrigeration Atmosphere and Exposure of new
equipment Environment brands
Make beer colder is one Hesitance to get drunken Popular beer brand
of the biggest motivation or too much drink over concentrates on some
of the behaviors. The long lasting 1-2-3 such as Heineken, Tiger
Increase of better cold behavior is linked with and Bia Hanoi. More
facilities may result in their usage of ice. Less of exposures of other beers
less usage of ice, as drink-push may result in and consumer
lukewarm beer is drinking beer without understanding may have
common choice lightening it. them choose the one they
especially at street like, without lighting them
vendors. with ice.
Motivations to put ice on beer
 Ice usage
Beer preference Occasions to use Taste better

5%2% 7%
4% 5% 5%
15%
16%
19%

75% 79% 48% 70%

10% 60%
65% 10%
31%

Definitely with ice Relatively with ice Always use ice Relatively more with ice Definitely with ice Relatively with ice
Average Relatively without ice Both are same Relatively more without ice Average Relatively without ice
Definitely without ice Always without ice Definitely without ice

With ice is more popular in terms of preference and frequency. 75% of beer
drinkers in Vietnam prefers beer with ice
Q. Which one do you prefer, beer with ice or without ice? / How do you drink beer? / Which do you think taste better - beer with ice or without ice?
 Reasons for using ice
Temperature To make beer colder 64%

Beer is not cold and need ice to make it

cooler I like to lighten the taste with ice 46%

Taste As I will not get drunk easily 30%

Beer taste does not fit their taste and

prefers to make it lighter As I could drink less in 1-2-3 18%

Avoid being drunk Beer taste is too strong 14%

Make beer lighter so that they could avoid

being drunk and drink less in 1-2-3 As others do the same 7%

As store staff or PG put ice on

Environment the glass
6%

Drink as others do or use ice as someone

put it Other reason 2%

Q. Why do you drink beer with ice? (N=671)

 Reasons for not using ice
As the beer I drink is cool
Temperature 39%
enough
As temperature outside is cold
Beer is cold enough and no need for putting enough
27%
ice on it
I like to enjoy the original taste 25%
Taste Concerns on the sanitary of ice 23%
They do not want to lose the taste because
As I do not like to change the
of icing taste of the beer
17%

I like to enjoy the stronger

14%
Sanitary alcohol
As I do not have ice in my
Concerns on the health impact by putting drinking places
9%
ice in it As I prefer to get drunk more
4%
quickly

Environment As others do the same 4%

Lack of ice in their drinking environment etc Other reason 6%

Q. Why do you drink beer without ice? (N=353)

 Ice usage analysis (1)
- Temperature
Ice usage by temperature
86% 83%

59%

42%

When temperature is hot When temperature is cold

South part North part

Vietnam is in the tropical climate and they prefer to

drink it cool in general. More users avoid ice when the
climate is cold.
Q. How do you drink beer under the condition?
 Ice usage analysis (2) - Beer condition
With ice The location where beer is taken
To make beer colder 64% the most
I like to lighten the taste with ice 46%
As I will not get drunk easily 30%
As I could drink less in 1-2-3 18% 30%
Beer taste is too strong 14% 26%
As others do the same 7%
21%
As store staff or PG put ice on the… 6%

Without ice
12%
As the beer I drink is cool enough 39%
As temperature outside is cold… 27%
I like to enjoy the original taste 25%
Concerns on the sanitary of ice 23%
As I do not like to change the taste… 17%
I like to enjoy the stronger alcohol 14% Restaurants Street restaurants
As I do not have ice in my drinking… 9%
With ice users WIthout ice users

Non-Ice users tend to drink at restaurants where beer tends to be maintained cold while
ice-users drink at street vendors more. This difference may come from how those
restaurant keep the beers (restaurants tend to keep beers in colder conditions).
Q. Where do you drink beer at most often?
Ice usage analysis (3) - Taste
With ice Demand of lightening beer by profile
To make beer colder 64% By drink frequency
I like to lighten the taste with ice 46%
53%
As I will not get drunk easily 30% 43%
As I could drink less in 1-2-3 18% 36%
Beer taste is too strong 14%
As others do the same 7%
As store staff or PG put ice on the… 6%
Low Mid High
Without ice
As the beer I drink is cool enough 39% By gender
As temperature outside is cold… 27%
50%
I like to enjoy the original taste 25%
Concerns on the sanitary of ice 23%
42%
As I do not like to change the taste… 17%
I like to enjoy the stronger alcohol 14%
As I do not have ice in my drinking… 9%
Female Male

Some feel that original taste is too strong. Female and those who drink beer less
frequently tend to put ice on it. On the other hand, those who like original taste tend to
avoid ice usage
Ice usage analysis (4) - atmosphere
With ice
To make beer colder 64%
Usage of ice by drinking occasions
I like to lighten the taste with ice 46%
77% 78%
As I will not get drunk easily 30%
As I could drink less in 1-2-3 18% 69%
Beer taste is too strong 14%
As others do the same 7%
As store staff or PG put ice on the… 6%

Without ice
As the beer I drink is cool enough 39%
As temperature outside is cold… 27% 14%
I like to enjoy the original taste 25% 10%
7%
Concerns on the sanitary of ice 23%
As I do not like to change the taste… 17%
I like to enjoy the stronger alcohol 14% Alone With friends Party
As I do not have ice in my drinking… 9% With ice Without ice

The usage of ice when drinking alone is less. When drinking with someone, they may feel
the pressure of 1-2-3 or get drunk. Also they use ice to avoid being drunk.
Reasons to prefer with ice
More cooling effect, can drink for longer (without getting drunk). Ice can decrease the alcohol level in
beer, thus the alcohol in blood can be filtered out faster.
23/Hanoi/Male

(Taste) easier to drink, less beer smell. Because I’m a woman

33/HCM/Female

Ice reduces the alcohol level of beer so easier to drink

21/CanTho/Male

I often drink beer with ice, because it’s not very easy for me to drink beer without ice.
20/HCM/Female

Drinking beer with ice makes me feel cooler and the beer with ice don’t have a bitter flavor as
consumed alone. That’s how I feel.
22/Hanoi/Female
Reasons to prefer without ice
Chill the beer in the fridge at -2 Celsius degrees will make the beer taste better.
38/HaiPhong/Male

I’d like to drink chilled beer as to enjoy the original taste of the beer. Drinking beer with ice will reduce
the beer aroma and flavor.
24/HCM/Female

Drinking beer without ice allows me to really feel the taste of the beer.
29/Hanoi/Female

I can’t drink cold drinks so I don’t like using ice. Putting ice in beer makes the taste less intense.
28/QuangNinh/Female

(I’d like to) drink chilled beer without ice to keep the flavor better. A moderate temperature (not too
cold) enables the taste buds feel the beer taste better.
20/HCM/Male
Behavior change of drinking beer with ice
 Behavior change of using ice on beer
Ice usage difference vs a year ago Reasons of more ice

More delicious 30%

5%2% 6%
I like to drink with ice 18%

Less alcohol 16%

31%
Easy to drink 11%

56%
Reasons of less ice

Health problems 38%

Enjoy original taste 16%

Decreased significantly Decreased a little Weather condition 12%
No change Increased a little
Increased significantly
I like the taste 11%

37% use ice in beer less than before, due to their concerns on the health /
sanitary issues. Some do that due to their preference over original taste
Q. How does your usage of ice change compared with a year ago? / Please describe reasons for the change.
Consumers with less ice than before
- Health worriers
The ones who are concerned over the quality of ice
and impact to the health

• Female in late 20’s and 30’s

• Middle-level drinking frequency but do not consider
themselves as strong drinker
• Prefers ice as it is easy to drink but have faced
health issues such as sore throats
• Less usage of street vendors but more at
restaurants
• Preference over Saigon Lager, Bia Larue, Huda
Consumers with less ice than before
- Original beer taste lovers
The ones who enjoys drinking a variety of beers and
do not like ice to damage the taste

• Male in 30’s. Relatively rich in HCM

• High frequency of drinking beer and considered as
strong beer drinkers
• Those who use snobby places such as pub or beer
club
• Higher preference over Sapporo (taste) and
Budweiser (atmosphere)
• Sapporo: Most favorite user among this group 5% (total 1%)
• Budweiser: Those who have used this brand among this
group: 31% (total 22%)
Who drinks beer less - Comment
Opinions related with health concerns

Easy to be sore throat & ice is not guaranteed hygiene safety.

38/HCM/Female

Decreasing drinking with ice will help decreasing affecting to throat, larynx
26/Hanoi/Female

Opinions related with taste preference

Like the original taste of beer, better if do not drink with ice but drink beer already kept at cold
temperature
28/HaiPhong/Male

When drinking a lot of beer, I found that drinking beer with ice is not as good as being chilled.
Therefore I decrease the number of times I drunk beer with ice.
25/Hanoi/Female
Summary
• Over 70% of Vietnamese drink beer with ice. They feel more
comfortable of dinking beer with ice as well as they like the taste of
beer with ice better
• This behaviors come from the four factors - temperature, beer
coldness, taste preference and atmosphere.
• The behaviors tend to change based on where they drink. Ice is
used more in case when they drink at street vendors. They use ice
less when beer is served with enough coldness.
• On the other hand, those who drink with ice seem to get less than
before, due to their concerns over sanitary issues and preference
over the original taste
• There are trend to enjoy beer tastes better, while refrigeration infra
is more equipped. Such trend may affect Vietnamese drinking
behaviors little by little, although it will take time to as those are long
lasting tradition and street drinking remains to be popular nation-
wide for a while.
Detailed data
Basic beer behavior
 Frequency of drinking beer
Total By Demographics

4%
12%
33%

19%
Femal South North
Total Male 18-24 25-29 30-39
e area area
Only for a special
10% occasions
33% 26% 39% 40% 28% 33% 30% 37%

22% Less than 1-3 times per

10% 7% 12% 10% 10% 9% 10% 10%
month
1-3 times per month 22% 23% 22% 25% 22% 20% 23% 22%
Every day / almost every day 3 - 4 days per week 1-2 days per week 19% 27% 12% 15% 18% 23% 22% 15%
1 - 2 days per week 1 - 3 times per month 3-4 days per week 12% 12% 12% 7% 17% 11% 12% 12%
Less than 1 - 3 times per month Only for a special occasion Everyday / almost
4% 5% 4% 3% 5% 5% 4% 5%
everyday

35% people drink beer at least 1 or 2 days per week. Those who live in South
area more often drink beer than North area.
Q. How often do you drink beer? (N=682)
 People who drink beer with

Friends Family / Relatives Co-workers Boy / Girl friend Alone

Total 68% 67% 57% 15% 12%
Male 77% 59% 60% 14% 14%
Female 61% 73% 53% 16% 10%
18-24 73% 56% 43% 10% 14%
25-29 68% 70% 61% 19% 11%
30-39 64% 74% 66% 16% 10%
South area 72% 63% 61% 16% 14%
North area 64% 71% 52% 14% 9%

Male tend to drink beer with friends and female tend to drink it with family.

Q. Who do you drink beer with? (N=682)

 Strength with alcohol (self-evaluation)
Gender Age Area
2% 1% 4% 5% 2% 0% 3% 2%
7% 10%
9% 7% 9% 7% 10%
10%
19%
23% 20% 22% 22%
27% 24%
26%

43%
38% 43% 38% 33% 39% 37%
34%

21% 22% 21% 22% 21% 20%

20% 20%

7% 8% 7% 6% 8% 8% 7% 8%

Total Male Female 18-24 25-29 30-39 South area North area

Very strong Strong Average Weak Very weak I do not know

Basically, male think themselves as more strong with alcoholic drinks than
female.
Q. How strong do you think you are for alcohol? (N=682)
 Place to drink beer - total
61%
53% 52% 51% 50%

35%

29%
25%
17% 15%
12% 14% 14%

3% 2% 1%
Home Friends' / Street vendor / Restaurants Party / Event Karaoke Beer club Bar / Pub
Relatives' house Small restaurants
by the street

Place Place - most often

About 30% people drink beer most at their home. Few people drink beer at Bar
/ Pub.
Q. Where do you drink beer at? Please choose all applicable. (N=682)
 Place to drink beer - demographic

Street vendor /
Friends' /
Small
Home Relatives' Restaurants Party / Event Karaoke Beer club Bar / Pub
restaurants by
house
the street
Total 61% 53% 52% 51% 50% 35% 17% 15%
Male 56% 53% 64% 52% 49% 40% 19% 17%
Female 65% 53% 43% 51% 52% 31% 15% 14%
18-24 55% 53% 52% 45% 49% 35% 13% 13%
25-29 63% 55% 54% 52% 48% 36% 21% 18%
30-39 65% 50% 52% 57% 54% 33% 16% 15%
South area 60% 56% 60% 51% 57% 40% 22% 17%
North area 63% 49% 44% 51% 43% 29% 11% 13%

More male drink beer at street vendor / small restaurant by street. Those who
live in South area also tend to drink beer there.
Q. Where do you drink beer at? Please choose all applicable. (N=682)
 Place to drink beer most - demographic

Street vendor /
Friends' /
Small
Home Restaurants Party / Event Relatives' Karaoke Beer club Bar / Pub
restaurants by
house
the street
Total 29% 25% 14% 14% 12% 3% 2% 1%
Male 20% 34% 15% 11% 13% 2% 2% 2%
Female 36% 17% 13% 16% 12% 4% 1% 1%
18-24 28% 26% 12% 10% 16% 5% 2% 1%
25-29 28% 25% 14% 14% 13% 4% 1% 1%
30-39 30% 23% 15% 17% 9% 2% 3% 2%
South area 23% 31% 13% 17% 10% 3% 2% 1%
North area 34% 18% 15% 10% 15% 4% 1% 1%

More male drink beer at street vendor / small restaurant by street. Those who
live in South area also tend to drink beer there.
Q. Where do you drink beer at most often? (N=682)
Popular beer brand
 Top-of-mind beer brand

Heineken Tiger Bia Hanoi Sai Gon 333 Others

Total 28% 25% 22% 13% 5% 6%
Male 25% 25% 24% 16% 5% 5%
Female 31% 24% 21% 10% 6% 8%
18-24 26% 25% 22% 15% 6% 6%
25-29 26% 28% 19% 12% 6% 9%
30-39 32% 21% 27% 12% 4% 4%
South area 31% 42% 1% 15% 5% 6%
North area 25% 6% 46% 11% 6% 7%

Heineken, Tiger and Bia Hanoi are highly federated with beer image. About half of those
who live in South area came up with “Tiger” and those who live in North area came up
with “Bia Hanoi” first.
Q. When you hear the beer, what brand comes up first? (OA) (N=682)
 Popular beer brand
85%
79%
67%
56%
53%

35%
29%
25% 23% 21%
26% 26% 25% 19% 18% 16%
11% 8% 7%
11% 6%
7% 1%
1% 1% 1% 1% 1% 0% 0% 1% 0% 0% 0% 0% 0%

Brand in use Brand in use most

More than 50% people have drunken Heineken, Tiger, 333, Saigon Special, Bia
Hanoi and Sapporo ever.
Q. What are the beer brands that you drink before. Please choose all applicable. (N=682)
 Popular beer brand - demographic

Bia
Heinek Saigon Bia Sappor Budwei Bia Carlsb Saigon San
Tiger 333 Saigon Halida Huda Zorok Beck's Corona Others
en Special Hanoi o ser Larue erg Export Miguel
lager
Total 85% 79% 67% 56% 53% 35% 29% 25% 23% 21% 19% 18% 16% 11% 8% 7% 6% 1%
Male 84% 76% 64% 61% 50% 35% 34% 25% 26% 22% 23% 18% 18% 12% 10% 10% 8% 1%
Female 86% 82% 69% 52% 55% 35% 26% 25% 20% 21% 17% 18% 15% 9% 7% 5% 4% 1%
18-24 84% 79% 62% 51% 51% 27% 27% 17% 20% 17% 14% 6% 11% 5% 3% 5% 3% 1%
25-29 84% 77% 69% 59% 53% 43% 31% 27% 29% 22% 24% 19% 18% 10% 10% 11% 7% 1%
30-39 88% 82% 69% 58% 53% 35% 30% 30% 21% 25% 20% 28% 19% 15% 11% 6% 8% 1%
South area 87% 88% 70% 60% 20% 49% 31% 11% 29% 19% 28% 15% 19% 15% 14% 11% 8% 1%
North area 83% 69% 64% 52% 89% 20% 27% 40% 17% 24% 10% 21% 13% 5% 1% 4% 4% 1%

Bia Hanoi is so famous especially in North area. Sapporo tend to be drunken

by those who live in South area.
Q. What are the beer brands that you drink before. Please choose all applicable. (N=682)
 Popular beer brand (most)

Saigon Saigon Bia Saigon

Heineken Tiger Bia Hanoi 333 Budweiser Sapporo Halida Huda Others
Special Export lager
Total 26% 26% 25% 11% 7% 1% 1% 1% 1% 1% 1% 1%
Male 19% 29% 25% 15% 6% 2% 1% 1% 0% 0% 1% 1%
Female 31% 23% 24% 7% 7% 1% 1% 1% 1% 1% 0% 2%
18-24 23% 28% 27% 10% 6% 2% 2% 0% 0% 0% 0% 0%
25-29 24% 31% 21% 10% 6% 1% 1% 2% 2% 0% 0% 3%
30-39 29% 18% 25% 12% 9% 2% 1% 1% 0% 1% 1% 1%
South area 30% 44% 1% 10% 5% 2% 2% 1% 1% 0% 1% 2%
North area 21% 5% 50% 11% 9% 1% 0% 1% 1% 1% 0% 1%

Heineken has large share in all category. Tiger has dominant share in South
area and Bia Hanoi has it in North area.
Q. What is the beer brands that you drink the most? (N=682)
Ice usage preference in drinking beer
 Ice usage preference
Gender Age Area
5% 6% 5% 6% 5% 5% 4% 6%
4% 3% 5% 3% 3% 4% 3%
5%
16% 15% 17% 16%
18% 15% 17% 17%

9% 8% 9%
10% 12% 9%
11% 11%

65% 66% 68% 64% 68%

63% 62% 61%

Total Male Female 18-24 25-29 30-39 South area North area

Definitely with ice Relatively with ice Average Relatively without ice Definitely without ice

Through the all category, more than 70% people prefer to drink beer with ice.

Q. Which one do you prefer, beer with ice or without ice? (N=682)
 Reasons – prefer with ice

Cool Easy to drink More delicious Less alcohol I like cold Habbit None Others
Total 31% 30% 28% 24% 5% 5% 7% 3%
Male 33% 31% 26% 22% 5% 6% 7% 3%
Female 28% 30% 30% 26% 6% 3% 6% 2%
18-24 32% 26% 28% 26% 5% 4% 8% 3%
25-29 27% 33% 28% 22% 8% 5% 7% 2%
30-39 33% 32% 27% 25% 3% 5% 5% 3%
South area 20% 34% 24% 26% 5% 5% 8% 3%
North area 43% 26% 32% 21% 6% 3% 6% 2%

More people care about taste and coldness compared to strength of alcohol.

Q. What are the reasons for your previous question? - Like ice (OA) (N=511)
 Reasons – prefer without ice

Keep original More

Sore throat Rich taste Fragrant Cold Cool None Others
taste delicious
Total 39% 19% 15% 10% 5% 2% 2% 6% 13%
Male 54% 31% 4% 8% 12% 0% 0% 4% 4%
Female 28% 11% 22% 11% 0% 3% 3% 8% 19%
18-24 52% 14% 10% 5% 5% 0% 5% 5% 14%
25-29 26% 26% 11% 21% 5% 0% 0% 11% 11%
30-39 36% 18% 23% 5% 5% 5% 0% 5% 14%
South area 36% 20% 20% 4% 4% 0% 4% 12% 12%
North area 41% 19% 11% 14% 5% 3% 0% 3% 14%

More male try to keep original taste of beer and more female care about sore
throat.
Q. What are the reasons for your previous question? - Like without ice (OA) (N=62)
 Ice usage frequency
Gender Age Area
2% 1% 2% 1% 1% 3% 1% 2%
5% 5% 4% 5% 4% 4% 4% 6%
11%
15% 16% 14% 15% 15% 13%
18%

29%
31% 31% 30% 29%
31% 34%
33%

51% 55%
48% 47% 49% 49% 45% 41%

Total Male Female 18-24 25-29 30-39 South area North area

Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice

The percentage those who use ice to beer is high in South area compared to
North area.
Q. How do you drink beer? (N=682)
 Reasons - using ice

I like to lighten As store staff

To make beer As I will not get As I could drink Beer taste is As others do
the taste with or PG put ice Other reason
colder drunk easily less in 1-2-3 too strong the same
ice on the glass
Total 64% 46% 30% 18% 14% 7% 6% 2%
Male 67% 42% 29% 17% 11% 7% 6% 4%
Female 62% 50% 32% 19% 17% 7% 6% 1%
18-24 58% 44% 31% 18% 14% 7% 8% 2%
25-29 65% 47% 29% 16% 17% 6% 5% 1%
30-39 68% 47% 32% 21% 11% 8% 5% 4%
South area 64% 45% 30% 21% 15% 9% 7% 2%
North area 64% 47% 31% 16% 13% 5% 5% 3%

In South area, higher ratio of people answer “as I could drink less in 1-2-3”
compared with North area.
Q. Why do you drink beer with ice? (N=671)
 Reasons – not using ice

As I do not
As I like to Concerns I like to As I do not As I prefer
As the beer like to
temperature enjoy the on the enjoy the have ice in to ger drunk As others Other
I drink is change the
outside is original sanitary of stronger my drinking more do the same reason
cool enough taste of the
cold enough taste ice alcohol places quickly
beer
Total 39% 27% 25% 23% 17% 14% 9% 4% 4% 6%
Male 38% 23% 27% 23% 15% 15% 8% 4% 2% 7%
Female 40% 30% 23% 23% 18% 13% 10% 4% 5% 5%
18-24 33% 21% 29% 19% 19% 15% 9% 4% 4% 6%
25-29 41% 29% 19% 22% 13% 10% 11% 3% 3% 6%
30-39 43% 30% 27% 28% 18% 16% 6% 5% 4% 6%
South area 35% 18% 28% 24% 19% 19% 7% 2% 4% 9%
North area 42% 35% 23% 22% 15% 9% 10% 6% 4% 3%

Temperature of outside highly affect the usage of ice especially in .

Q. Why do you drink beer without ice? (N=353)

 Taste preference - with / without ice
Gender Age Area

7% 7% 7% 7% 7% 7% 6% 8%
5% 5% 5% 5% 5% 5% 6% 4%
19% 21% 17% 18% 20% 18% 17% 20%

10% 9% 7% 11% 9%
11% 10% 10%

60% 63% 63% 59% 59% 62% 58%

57%

Total Male Female 18-24 25-29 30-39 South area North area

Definitely with ice Relatively with ice Average Relatively without ice Definitely without ice

There is no significant difference between categories. About 70% people think

that taste of beer with ice is better.
Q. Which do you think taste better - beer with ice or without ice? (N=682)
 Ice usage trend - compared with a year ago
2% 2% 2% 4% 0%
3% 2% 2% 2%
5% 5% 4% 6% 6% 3%
5%

56% 56% 56% 59% 54% 56% 57%

55%

31% 31% 31% 33% 29%

32% 31% 33%

6% 5% 7% 5% 6% 6% 9%
3%
Total Male Female 18-24 25-29 30-39 South area North area

Decreased significantly Decreased a little No change Increased a little Increased significantly

In both south and north area, more than 35% people have decreased the
number of times to use ice.
Q. How does your usage of ice change compared with a year ago? (N=682)
 Reasons – increase to use ice

I like to drink Depend on

More delicious Less alcohol Easy to drink I like the taste None Others
with ice weather
Total 30% 18% 16% 11% 7% 5% 11% 14%
Male 23% 14% 23% 14% 5% 5% 5% 23%
Female 36% 23% 9% 9% 9% 5% 18% 5%
18-24 33% 22% 28% 17% 6% 0% 0% 6%
25-29 22% 22% 0% 11% 11% 0% 22% 22%
30-39 29% 12% 12% 6% 6% 12% 18% 18%
South area 30% 11% 22% 15% 7% 4% 11% 15%
North area 29% 29% 6% 6% 6% 6% 12% 12%

A few people increase to drink beer with ice and most of them care about taste
and alcohol of beer.
Q. Please describe reasons for the change. - Increase (OA) (N=44)
 Reasons – decrease to use ice

Enjoy Beer
Health Weather More Drink Ice not Easy to
original I like so already No ice None Others
problems condition delicious beer less hygiene full
taste cold
Total 38% 16% 12% 6% 5% 4% 4% 3% 2% 1% 5% 11%
Male 35% 22% 9% 4% 5% 3% 3% 3% 2% 1% 6% 15%
Female 40% 12% 15% 8% 5% 4% 4% 3% 2% 1% 4% 9%
18-24 38% 15% 10% 8% 5% 3% 4% 3% 0% 0% 9% 14%
25-29 38% 15% 17% 8% 6% 5% 4% 2% 4% 0% 2% 8%
30-39 37% 19% 10% 3% 4% 4% 3% 3% 2% 3% 4% 12%
South area 42% 19% 8% 2% 5% 3% 3% 3% 3% 1% 6% 12%
North area 33% 14% 17% 10% 6% 5% 4% 2% 1% 2% 4% 10%

Especially, those who live in South area tend to care about health problems.
More male enjoy to original taste of the beer compared to female.
Q. Please describe reasons for the change. - Decrease (OA) (N=255)
Ice on beer? - behaviors by occasions
 Drink preference by profile
Gender Age Area

16% 18% 15% 16% 17% 16% 16% 17%

9% 9% 9% 8% 9% 7%
9% 11%

75% 73% 76% 75% 74% 75% 77% 72%

Total Male Female 18-24 25-29 30-39 South area North area

With ice Without ice Others

Preference is stable regardless of the profile in general. North area has less
preference of ice usage than South area.
Q. Which one do you prefer, beer with ice or without ice?
 Drink preference by behaviors
Drink frequency Location

16% 16% 16% 18% 15% 16% 14% 17%

23%
10% 7% 6%
9% 9% 10% 8% 12%
7%

75% 75% 74% 75% 77% 79%

74% 70% 71%

Total Drink - low Drink - mid Drink - high Home Street vendor Friends' house Party / Event Restaurant

With ice Without ice Others

Those who tend to use street vendors like with ice, while restaurant users have
more ratio of without ice
Q. How do you drink beer under the condition?
 Usage of ice by occasions
Location Occasion Temperature Temperature

13% 15% 12% 9% 11%

18% 18% 16% 18% 5% 25% 5% 24%
9% 8% 7% 10%
8% 14% 9%

21% 26%

86% 84%
74% 78% 77% 77% 72% 78%
69%
54% 49%

Home Restaurant Restaurant Alone With Dating Party Hot Cold Beer is not Beer is
(with Air- (w/o air- friends cold cold
con) con)

With ice Without ice Others

Ice user is getting less when drinking beer alone. The usage of ice also goes down when
temperature is low or beer is already cold.

Q. How do you drink beer under the condition?

 Ice usage on beer - at home

Relatively more with Relatively more Never drink beer at

Always use ice Both are same Always without ice
ice without ice the place
Total 52% 21% 14% 6% 5% 2%
Male 51% 22% 14% 6% 4% 2%
Female 53% 19% 13% 7% 5% 2%
18-24 51% 20% 12% 8% 6% 3%
25-29 51% 22% 15% 5% 4% 2%
30-39 54% 19% 14% 6% 4% 2%
South area 58% 21% 12% 4% 4% 0%
North area 45% 25% 16% 8% 6% 0%

Those who live in North area are less likely to use ice regardless the location.

Q. How do you drink beer at the place below? – Home (N=681)

 Ice usage on beer - at restaurant (with air-con)

Relatively more with Relatively more Never drink beer at

Always use ice Both are same Always without ice
ice without ice the place
Total 50% 25% 12% 5% 4% 4%
Male 50% 28% 10% 6% 2% 3%
Female 50% 22% 15% 5% 5% 4%
18-24 51% 25% 10% 5% 5% 5%
25-29 45% 28% 16% 4% 3% 4%
30-39 55% 21% 12% 6% 3% 3%
South area 55% 24% 10% 7% 1% 2%
North area 44% 28% 16% 5% 5% 3%

Those who live in North area are less likely to use ice regardless the location.

Q. How do you drink beer at the place below? - Restaurant / Bar etc (inside of the facility where air-con is on) (N=681)
 Ice usage on beer - at restaurant (without air-con)

Relatively more with Relatively more Never drink beer at

Always use ice Both are same Always without ice
ice without ice the place
Total 51% 23% 13% 6% 2% 4%
Male 50% 26% 12% 7% 1% 4%
Female 52% 21% 14% 6% 2% 5%
18-24 50% 21% 13% 7% 2% 6%
25-29 51% 25% 14% 4% 1% 5%
30-39 52% 22% 13% 8% 3% 2%
South area 57% 21% 11% 6% 1% 3%
North area 42% 29% 17% 8% 3% 2%

Those who live in North area are less likely to use ice regardless the location.

Q. How do you drink beer at the place below? - Restaurant / Bar etc (outside of the facility where air-con is off) (N=681)
 Ice usage on beer - alone

Relatively more with Relatively more Never drink beer

Always use ice Both are same Always without ice
ice without ice with the people
Total 43% 18% 15% 7% 6% 11%
Male 43% 21% 14% 8% 6% 8%
Female 43% 15% 15% 6% 6% 14%
18-24 42% 17% 17% 7% 9% 8%
25-29 41% 20% 16% 7% 4% 13%
30-39 47% 16% 11% 8% 5% 13%
South area 48% 15% 12% 8% 6% 12%
North area 38% 21% 17% 7% 6% 11%

Around 10% people never drink beer alone.

Q. How do you drink beer with the people below? - When you drink alone (N=681)
 Ice usage on beer - with friends / colleagues

Relatively more with Relatively more Never drink beer

Always use ice Both are same Always without ice
ice without ice with the people
Total 54% 22% 14% 6% 2% 1%
Male 50% 27% 15% 6% 1% 1%
Female 58% 18% 13% 7% 3% 1%
18-24 59% 18% 15% 6% 1% 1%
25-29 51% 23% 17% 6% 1% 2%
30-39 54% 26% 11% 7% 3% 0%
South area 60% 19% 12% 6% 1% 1%
North area 48% 25% 17% 7% 2% 1%

Those who live in North area tend not to use ice.

Q. How do you drink beer with the people below? - When you drink with friends / colleagues (N=681)
 Ice usage on beer - in dating

Relatively more with Relatively more Never drink beer

Always use ice Both are same Always without ice
ice without ice with the people
Total 45% 18% 14% 7% 4% 13%
Male 44% 20% 15% 6% 3% 13%
Female 46% 16% 13% 8% 4% 13%
18-24 44% 12% 18% 6% 3% 17%
25-29 45% 19% 13% 8% 4% 11%
30-39 46% 21% 11% 6% 3% 12%
South area 53% 15% 12% 7% 2% 11%
North area 36% 21% 16% 7% 5% 15%

Those who live in North area tend not to use ice.

Q. How do you drink beer with the people below? - When you are on dating (N=681)
 Ice usage on beer - on party

Relatively more with Relatively more Never drink beer

Always use ice Both are same Always without ice
ice without ice with the people
Total 56% 21% 12% 7% 2% 2%
Male 56% 22% 12% 7% 2% 1%
Female 56% 20% 13% 6% 3% 2%
18-24 58% 22% 13% 5% 2% 0%
25-29 52% 21% 14% 8% 1% 3%
30-39 57% 21% 11% 6% 4% 1%
South area 65% 18% 8% 6% 2% 1%
North area 46% 25% 17% 7% 3% 2%

Those who live in North area tend not to use ice.

Q. How do you drink beer with the people below? - When you are on party (N=681)
 Ice usage on beer - hot weather

Relatively more with Relatively more Never drink beer

Always use ice Both are same Always without ice
ice without ice under the condition
Total 73% 11% 8% 4% 2% 2%
Male 73% 11% 8% 6% 1% 1%
Female 73% 11% 8% 3% 2% 3%
18-24 72% 11% 8% 4% 2% 3%
25-29 73% 12% 10% 3% 1% 1%
30-39 74% 10% 6% 6% 3% 2%
South area 76% 10% 6% 3% 1% 3%
North area 71% 12% 9% 6% 3% 0%

When it comes to the usage of ice, through all categories, there is few
difference when it is hot.
Q. How do you drink beer under the condition? - When it is hot (N=681)
 Ice usage on beer - cold weather

Relatively more with Relatively more Never drink beer

Always use ice Both are same Always without ice
ice without ice under the condition
Total 31% 19% 18% 14% 11% 6%
Male 33% 20% 19% 14% 10% 3%
Female 30% 19% 17% 13% 12% 9%
18-24 28% 21% 13% 18% 11% 9%
25-29 32% 21% 20% 14% 9% 4%
30-39 33% 17% 21% 9% 14% 6%
South area 38% 21% 15% 11% 7% 7%
North area 24% 18% 21% 16% 16% 5%

Those who live in North area are much less likely to use ice when the
temperature is low.
Q. How do you drink beer under the condition? - When it is cold (N=681)
 Ice usage on beer - when beer is lukewarm

Relatively more with Relatively more Never drink such a

Always use ice Both are same Always without ice
ice without ice beer
Total 65% 18% 9% 5% 2% 1%
Male 68% 16% 8% 5% 1% 1%
Female 63% 19% 9% 5% 2% 1%
18-24 64% 17% 10% 6% 1% 1%
25-29 65% 20% 8% 4% 1% 1%
30-39 66% 17% 8% 5% 3% 0%
South area 72% 15% 7% 4% 2% 1%
North area 58% 21% 11% 7% 2% 0%

Those who live in South area use ice more regardless the temperature of the
beer.
Q. How do you drink beer when the beer is cold / not? - When beer is not cold (N=682)
 Ice usage on beer - when beer is cold

Relatively more with Relatively more Never drink such a

Always use ice Both are same Always without ice
ice without ice beer
Total 30% 18% 20% 14% 15% 2%
Male 30% 17% 21% 16% 14% 2%
Female 29% 20% 19% 13% 16% 3%
18-24 26% 21% 21% 16% 13% 4%
25-29 30% 19% 23% 12% 15% 1%
30-39 33% 15% 16% 16% 16% 3%
South area 39% 18% 16% 14% 11% 3%
North area 20% 19% 24% 15% 19% 2%

Those who live in South area use ice more regardless the temperature of the
beer.
Q. How do you drink beer when the beer is cold / not? - When beer is already cold (N=681)
AUDIENCE PROFILE
Respondent profile (N=682)
Gender Age

30-39, 34% 18-24, 32%

Male, 45%
Female, 55%

24-29, 34%

City Area Household income

Others,
15%
> 20M 39%

North
HCM, area, South 10-20M 37%
45% 48% area, 52%
Hanoi,
40%
<= 10M 24%
Q&Me – About Online Market Research Services
Our research
Enhanced solutions
Service 3: Business survey
Provide the research services driven by the technogies
Admin platform Plan, Manage and Analyze data

Consumer research app Traditional market research

Collect surveys from online consumers Effective retail audit or data collection
 Our advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 400,000 members as of Nov, 2018
Age Gender City
31%

22% 19%
18%
44% 47%
14%
56% 18%

7%
6%
3% 3%
1% 1%
0% 3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
 Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
Our quality score by SSI
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
97% 91%
LOI (Lenght of Interview) 10 minutes

Success Criteria Overral score of 80% or higher

FACT CONSISTENCY SCORE THOUGHT
CONSISTENCY SCORE

THE RESULTS

89% 97% Overal score 93.5%

Average score 73%

in the industry
STRAIGHT-LINER/ FLAT- SPEEDERS SCORE
LINER SCORE

(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
 Our quality assurance process

Questionnaire Take out users Take out speed Manual check by Re-assortment of
based on the with irrelevant users the experienced panelist priorities
exact profile replies researchers
• We count the • Based on the
• Refined and very • Remove Fake average median • Our experienced survey results, bad
derailed database questions hit time and take out researchers will users are screened
panel users those who are check the out while prioritizing
• Remove less than that relevance as well those who return s
Contradicted as open good feedbacks.
answer users comments
• Take out straight
answer users
Contact Us

URL: http://www.qandme.net
Contact: info@qandme.net

Q&Me is operated by Asia Plus Inc.

Asia Plus Inc.

Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3,
HCM City, Vietnam
Tel. +84 2839 100 043