Tet 2022:

Any changes you

should be aware of?
Based on Worldpanel Division data
The outbreak of COVID-19 has brought
upon unprecedented challenges and is
having a significant impact on Vietnam in
many aspects. GDP grew only 1.42% this
year through September, with its
performance particularly poor in the third
quarter. Final consumption, which
accounts for about 70% of Vietnam GDP,
40%
fell 2.83% in the third quarter due to severe
travel restrictions. With the easing of
constraints on movement from 1st October,
relief and excitement are the 2 emotions says that their family would
most Vietnamese feeling now; however, change the way they
many are still being cautious about going celebrate Tet in 2022
out and meeting people. This complexity is compared to previous years.
expected to generate changes in the way
Vietnamese celebrate 2022 Tet, the most
significant festival in a year.
This report outlines the 4 new realities of Tet celebration, along with some
ideas that businesses can take to seize the bigger opportunity

Tet
Tet drinking
activities & eating
Tet Tet
shopping gifting
Tet activities
The pandemic has made a significant change in Tet activities, and it will continue to change what people do
in the coming 2022 Tet. People plan to stay home more, less travel and less go back to hometown. They will
probably go around the city to enjoy Tet with families/friends.

When being ask about plans of traveling or visiting your hometown

during the coming Tet holiday (% Answer)
Pandemic has resulted in a change in
where people plan to spend Tet 2022
18 20
Travelling

68%
15 says they would
7 go around the city to enjoy
Tet with families/friends.

55 56

18%
51 says they would
42 ONLY stay at
home during Tet.
Visiting
hometown

Tet 2019 Tet 2020 Tet 2021 Tet 2022

Source: Worldpanel Division | Tet Survey 2021 & 2022 | Vietnam Urban 2 cities | HCMC & Hanoi
Tet activities
More activities to celebrate Tet at home: cooking, playing Tet activities shift from offline to online, posing major
games, watching movies, video calls with friends/families, opportunity for brands, occasion association online
home decorations, having meals with neighbors/friends. campaign.

Top 5 planned activities for Tet 2022 (% answer) Online activities such as streaming and gaming are
included as their activities for Tet 2022 (% answer)

88%
Have meals with
my family
53% 40%
84%
Decorate my
home for Tet
Stream movies online Play online game

73%
73% Cook traditional dishes (banh chung,
spring rolls, jam…)

73%
Video call with family,
relatives and friends
33% 15%

71% Watch firework Go to the cinema

Watch Tet programs/shows on TV

Source: Worldpanel Division | Tet Survey 2021 & 2022 | Vietnam Urban 2 cities | HCMC & Hanoi
Tet shopping
Over the last 2 Tet which were impacted by the pandemic, FMCG growth was quite humble with the poor
performance of most categories. Only Packaged food was able to maintain the positive growth.

FMCG - % Value growth in Tet across sectors

20%
18%
13%
7% 7%
3% 3% 4%
1% 1% 1%

2020

2021 -12%

FMCG Dairy Beverages Packaged Foods Personal Care Home Care

Source: Worldpanel Division | Household Panel | Urban Vietnam 4 key cities | FMCG excluding gifts
 Tet shopping
Learning from China where Covid hit the market sharply in Q1’2020, Packaged food was also the most
growing sector in consumption. When the situation gets better, all other sectors, esp. beverages, Dairy and
personal care, are back on track and enjoy very impressive recovery.
FMCG performance across sectors in China mainland

% Value
19% 18%
growth 15% We expect the same
7% 9%
0% growth pattern will
-1% happen in Vietnam
-6% -8% in coming Tet 2022
Q1 2020 -21% as people might go
Q1 2021 out, get back to
some Tet traditional
Dairy Beverages Packaged Foods* Personal Care Home Care activities and have
more gatherings.
% Volume 12% 15% 12% 14%
11% 8%
growth

-5% -7%
-9% -9%
Source: Worldpanel Division | Household Panel | China Mainland

*Note. Packaged food includes Confectionary, Kitchen and Other dry grocery,
Volume of Packaged food, Personal Care and Home Care is calculated by pack
Tet shopping
In all previous years, people % Shopping Occasion
used to shop for Tet 3-4
weeks before 1st day of Lunar
New year with very high 27 25 25
4 weeks ahead
spending level, which making
1 month before Tet 2 times
more valuable than average.
26
25 25
3 weeks ahead
44%
After experiencing almost 2 weeks ahead
Vietnamese people
half year of staying home,
suffering financial difficulties 1 week ahead
said that they plan
and having no big 25 26 to shop for Tet
31
celebrations, people are Tet holiday
2 weeks prior to Tet.
looking forward to Tet and
they say they will shop for Tet
25 24
as early as before. 16

Tet 2019 Tet 2020 Tet 2021

Tet Survey 2021 & 2022 | Vietnam Urban 2 cities | HCMC & Hanoi

Source: Worldpanel Division | Household Panel | Urban Vietnam 4 key cities | FMCG excluding gifts
Tet shopping
Over the past few months, people shopped less frequently but more per trip. This new habit will change the way people shop
for Tet 2022. If we wait until people going to stores or ecommerce sites, there will be less chance to interact with them and
trigger their purchases. Instead, brands need to be appealing in multi-channels where consumers are spending their time
from studying, working, entertaining to connecting with others. In terms of product offers, brands and retailers should push
more combos to maximize the potential of bulky trip trend.

FMCG performance across key measures in Vietnam Urban 4 key cities

Frequency Spend/trip (000VND)

40 180
35 160
30 140
120
25
100
20
80
15
60
10 40
5 20
0 0

Source: Worldpanel Division | Household Panel | Urban Vietnam 4 key cities | FMCG excluding gifts
 Tet shopping
Hyper+Super market used to be the channel benefiting the most from high spending before Tet. With the rapid
changes in recent months, people are getting more familiar with Minimarket and Online which are expected to
accelerate in Tet 2022

% Value share of FMCG by channels in Vietnam Urban 4 key cities % Value share of FMCG by channels in
Urban China Mainland
24.6 24.7
22.4 15 15
21.5
Morden Trade % Value
growth Others
23
28 +33% Online
15.7
13.9 4 Grocery
Hyper&Super 12.2 3 3 -17%
3 +9% CVS
12
9.8 12 +7% Small super
10.4
Large super
7 6.3 20
6 18 -1%
5.1 Hyper market
Minimarket
5.5
2.3 3
Online 23 21
+0.3%

Q1'20 Q1'21
Source: Worldpanel Division | Household Panel | China Mainland

Source: Worldpanel Division | Household Panel | Urban Vietnam 4 key cities | FMCG excluding gifts
Tet drinking and eating
There were some changes in Top growing categories at Tet 2021 – Urban 4 key cities
food and drink choices in past (Based on % value growth vs YA)
Tet as people were appreciating
more being-together moments
+48% +47% +46% +35% +31%
and individual appetite.

From a recent survey, many of

them said they will consume Hair Non-Dairy Packaged Drinking
Mayonnaise
more healthy products. They Conditioner Milk Bread Yogurt
also buy more products what
can make their cooking more +27% +26% +23% +22% +21%
convenient and add new dishes
into their Tet menu to satisfy
more the appetite of their
family members. Toilet Meal Maker Ready to Facial Biscuits &
Cleaner drink Tea Moisturizer Cakes

Source: Worldpanel Division | Household Panel | Urban Vietnam 4 key cities | FMCG excluding gifts
Tet gifting
Because restrictions ease, people are looking forward to reuniting with family and friends; however, they are still worried
about the risk of infection and a possible resurgence of Covid. As a result, the recovery of gifting remains questionable.

Nevertheless, gifting is always a very typical tradition of Vietnamese, esp. during Tet. The key thing is people might have new
choices in terms of products and ways to give to others.

% Gifting planers in Tet 2021 FMCG performance for gifting in Tet 2021

88%
( vs 90% in
Tet 2020)
26% -6% 74% (-3pt vs Tet 2020)

% Value contribution to % Gifting Value growth % Households receiving

FMCG sales in Tet 2021 Tet 21 vs. Tet 20 FMCG as Gift Tet 2021

Source: Worldpanel Division | Households Panel & Gifting Survey 2021 | Urban 4 key cities Vietnam
Tet gifting
Practicality in product choices is more adapted. Apart from the top 3 criteria in gifting choices, practical for Tet usage and
health care products are being taken into account in view of the rising health concern in pandemic time. Meanwhile, though
remaining as an essential factor, packaging and being high in value are seeing reduction in importance in gifting criteria.

Top 5 most preferred categories for Tet gifting Top categories for choosing gift
(% respondents 2020 | 2021) (% respondents 2021)

1. Gift cost fits my budget (85%)

2. Products for Tet usage (76%)

3. The preference of the recipient (72%)

1. Money 2. Biscuits/ Candy Jam 3. Alcoholic Drink
(71 | 74) (71 | 67) (55 | 50)
How it changes verse the last Tet?
Criteria for choosing gift % Changes of respondent

• Healthcare products +6%

• Products for Tet usage +1%
4. Mix Basket Gifts 5. Clothing/ Shoes/Jewelry

(42 | 41) (42 | 39) • Nice packaging -4%

• High value gifts -8%

Source: Worldpanel Division | Households Panel & Gifting Survey 2021 | Urban 4 key cities Vietnam
Tet gifting
The way people give presents to others in coming Tet could be changed. They will use more delivery service
and money transferring, which offer some opportunities to brands and service providers.

What kind of gifting scheme

do you plan to choose during
40% plans to order gifts and use
home delivery to recipients.
the upcoming 2022 Lunar New
Year? (% answer)
30% plans to lì xì (gift money) via
online banking/ money transferring.

Source: Worldpanel Division | Households Panel & Gifting Survey 2022 | Urban 4 key cities Vietnam
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Contact us
Nguyen Thi Nhu Ngoc
Sr. Marketing Manager, Vietnam
Worldpanel Division

Mail: NhuNgoc.NguyenThi@kantar.com
Tel: +84 988 445 401