NIELSEN FMCG TOPLINE

MAY 2022

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

 VIETNAM QUICK LOOK

Value % Growth vs YA

IIP RETAIL & SERVICE CPI FMCG

22.6
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

11.1 12.1
10.4
9.2 9.4
6 6
2.4 2.6 2.9 3

MAR22 APR22 MAY22 MAR22 APR22 MAY22 MAR22 APR22 MAY22 MAR22 APR22 MAY22

Source: Nielsen Retail Audit, GSO. IIP = Index of Industrial Production 2

 FMCG PERFORMANCE BY CHANNELS

MARKET % CONTRIBUTION| FMCG VALUE % GROWTH YA| FMCG

13.1 15.0 12.9 14.5 14.9 15.9 14.5 13.5 13.1 13.6 12.8 14.6 14.8 14.7
18.9 20.2
-4
GT/TT
19.7 20.0 16.8 18.9 17.6 18.8 20.0 18.5 18.6 18.7 4
19.1 19.7 17.3
17.5 26.6
17.4
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

-5 MAT TY
SM/HM
9 MAY22
67.2 65.9 67.1 65.8 68.3 66.8 66.5 68.8 68.0 67.2 66.9 66.6 66.6
63.6 62.4 59.8

12
CVS/MM/H&B
0.0 0.0 10

APR22
SEP21

DEC21
YTD TY

AUG21

OCT21

MAR22
JAN22
MAT TY

YTD YA

NOV21
JUN21

FEB22
MAT YA

JUL21

MAY22
GT/TT SM/HM CVS/MM/H&B
GT/TT General Trade/ Traditional Trade
SM/HM Super/Hypermarket
CVS/MM/H&B Convenient Store/ Minimart/ Health & Beauty

Source: Nielsen Retail Audit. Market CVS/MM/H&B are not officially reported. The number related to this market is just for reference. 3
 FMCG PERFORMANCE BY URBAN REGIONS IN TRADITIONAL TRADE MAY22 Value % Chg YA Value % Chg PP

7 REGIONS 6 CITIES

NORTH EASTA/
NORTH WEST MARKET % CONTRIBUTION | FMCG

3 16 3 1 6 33 5
12 TT HANOI TT HAIPHONG
4
3 7
5
2
RED RIVER DELTA

NORTH CENTRAL
COAST 6
5
12
10
TT DANANG TT NHATRANG
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

4 7
SOUTH CENTRAL
5
CENTRAL COAST 4
HIGHLAND
8
15 6

TT HCMC TT CANTHO

MEKONG DELTA SOUTH EAST

6 11
6
5 2
1
1 2

Source: Nielsen Retail Audit. Market share based on Urban Off Premise 4
 MODERN TRADE STORE EVOLUTION BY FORMAT

% STORE GROWTH VS YA| LATEST MONTH

H&B + Super/Hyper
Mom & Baby CVS Minimart
Drugstore market

38% 78% -3% 14% 5%

NO. STORE BY FORMAT

9,347 9,365 9,542 9,740

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

8,770 8,946
8,411 8,450 1,024 1,074
8,204 8,310 8,375 8,371 977
911 924
851 876 Mom & Baby
798 802 806 806 814 1,078 1,248 1,309 1,421
779 1,117
960 1,016
799 820 851 852 870 892 H&B + Drugstore
1,057 1,030 1,021 999 986
1,063 1,051
1,018 1,032 1,038 1,014 1,016 1,031
CVS

Minimart

5,813 5,804 5,806 5,913 5,860

5,211 5,225 5,245 5,237 5,419 5,517 Supermarket
5,135 5,187

Cash & Carry

Total MT Chain
453 453 453 454 454 456 457 466 468 470 470 475 476

May-21 Jun-21 Jul-21 Aug-21 Sep-21 Oct-21 Nov-21 Dec-21 Jan-22 Feb-22 Mar-22 Apr-22 May-22

Source: Retailer’s Official Website. Cash and Carry has 19 stores during the period of 12 months, yet wasn’t displayed due to small scale 5
 FMCG PERFORMANCE BY REGIONS IN MODERN TRADE

VALUE % GROWTH | FMCG | BY MT REGIONS |

LATEST MONTH

10

MT HCMC Value % Chg YA 2

35.4 9
37.9
46.7 44.3 MT HN
MARKET & CONTRIBUTION | BY MT
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

REGIONS | FMCG

4
17.8 MT Urban exc.
HCMC/HN Value % Chg PP 6
17.9
6

MT Urban exc. 2 MT HN MT HCMC

Source: Nielsen Retail Audit 6

 SUPERGROUP PERFORMANCE

VALUE % CONTRIBUTION | URBAN |SUPERGROUP VALUE % GROWTH YA | URBAN |SUPERGROUP

MAT TY YTD TY MAY22

12.9 13.5 13.5

BEER -10 1 5
2.5 2.6 2.3
10.1 10.3 10.8 Baby Care -15 -15 -15

11.6 11.6 12.2 NAC Beverage -7 0 3

7.7 7.6 8.2 Personal Care -5 5 7

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

16.5 15.9 15.3 Home Care -1 8 11

11.1 11.3 10.4 Kitchen Food 11 10 8

11.0 10.9 11.6 Confectionery 5 9 18

CIGARETTE 0 8 10
16.5 16.3 15.8

Milk Base -3 -1 -3
MAT TY YTD TY MAY22

Source: Nielsen Retail Audit 7

 SUPERGROUP PERFORMANCE BY CHANNEL

MARKET % CONTRIBUTION |BY CHANNELS|SUPERGROUP | VALUE % GROWTH YA | BY CHANNELS |SUPERGROUP | LASTEST MONTH
LATEST MONTH

Milk Base 57 25 18 Urban TT Urban MT Urban MT SM Urban CVS/MM/H&B

CIGARETTE 96 4 Beer 5 5 8 6 11

Baby Care -15 -14 -18 -22 -11

Confectionery 54 24 22

NAC Beverage 3 3 2 -5 9
Kitchen Food 64 21 15
Personal Care
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

7 3 11 7 16
Home Care 50 33 17
Home Care 11 10 11 10 14
Personal Care 49 28 23
Kitchen Food 8 7 9 10 7
NAC Beverage 75 11 14
Confectionery 18 12 27 30 24
Baby Care 83 10 7
Cigarette 10 10 18 18

BEER 81 10 8 Milk Base -3 -6 1 5 -5

TT Urban MT SM Urban CVS/MM/H&B

Source: Nielsen Retail Audit. Market CVS/MM/H&B are not officially reported. The number related to this market is just for reference. 8
SUPERGROUP ZOOM IN

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

 NAC BEVERAGE | SUPERGROUP DEEPDIVE

VALUE % CONTRIBUTION | URBAN VALUE % GROWTH MARKET % CONTRIBUTION | LATEST MONTH

3.3 3.4 3.3

MAY22 VS MAY21 MAY22 VS APR22
5.2 5.2 5.4 READY-TO-DRINK COFFEE 30.5 19.3 50.2

15.4 17.4 16.6 32 6

SPORTS DRINK 68.8 9.8 21.4

2 5
18.8
19.9 20.5 FRUIT JUICE 50.2 25.0 24.8

7 14

PACKAGED WATER 77.6 7.315.1

10 4
26.3
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

21.9 22.7

READY-TO-DRINK TEA 71.8 11.6 16.6

12 12

-12 13 SOFT DRINK 70.1 17.2 12.7

30.5 31.5 30.9

4 7
ENERGY DRINKS 84.4 6.59.2

MAY21 APR22 MAY22

TT Urban MT SM Urban CVS/MM/H&B
ENERGY DRINKS SOFT DRINK
READY-TO-DRINK TEA PACKAGED WATER
FRUIT JUICE SPORTS DRINK
READY-TO-DRINK COFFEE

Source: Nielsen Retail Audit. Market CVS/MM/H&B are not officially reported. The number related to this market is just for reference. 10
 BABY CARE| SUPERGROUP DEEPDIVE
Urban exclude Mom & Baby

VALUE % CONTRIBUTION | URBAN VALUE % GROWTH MARKET % CONTRIBUTION

1.7 1.5 1.5 MAY22 VS MAY21 MAY22 VS APR22

5.8 6.3 6.6
BABY CEREAL 58.3 29.0 12.7

-27 -4

92.5 92.3 91.9 BABY MOIST WIPES 58.9 19.0 22.1

-3 2

-16 -4 BABY DIAPERS 84.8 9.65.7

MAY21 APR22 MAY22 TT Urban MT SM Urban CVS/MM/H&B

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Urban include Mom & Baby

2.9 2.6 2.8

5.4 5.8 6.1
Baby Cereal 27.2 13.5 53.4 5.9
-15 5

91.7 91.6 91.1 -3 2 Baby Moist Wipe 56.8 18.5 3.2 21.5

-14 -3 Baby Diaper 86.2 8.6 25.1 5.1

MAY21 APR22 MAY22 TT Urban MT SM Urban

Baby Diapers Baby Moist Wipes Baby Cereal Mom&Baby Urban CVS/MM/H&B

Source: Nielsen Retail Audit. Market CVS/MM/H&B are not officially reported. The number related to this market is just for reference. 11
 CONFECTIONERY| SUPERGROUP DEEPDIVE

VALUE % CONTRIBUTION | URBAN VALUE % GROWTH MARKET % CONTRIBUTION

4.1 3.4 3.4 MAY22 VS MAY21 MAY22 VS APR22

2.5 3.4 3.5 TEA BAG 39.2 35.6 25.2

10.7 12.0 12.0

GUMS 23.3 23.1

11 2
13.4
14.4 14.2
CHOCOLA
-3 5 3.7 58.4 37.9
TE
18.5
19.0 18.5
63 10
CANDY 41.3 27.7 31.0

33 6 PIE AND
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

18.8 SPONGE 57.7 22.2 20.1

18.4 18.9
CAKE
25 5

COFFEE 62.5 25.9 11.6

19 4
31.3 28.6 28.9
BISCUITS 49.9 24.2 25.9
19 9

9 8 SNACK 60.4 18.2 21.4

MAY21 APR22 MAY22

SNACK BISCUITS
TT Urban MT SM Urban CVS/MM/H&B
COFFEE PIE AND SPONGE CAKE
CANDY CHOCOLATE
GUMS TEA BAG

Source: Nielsen Retail Audit. Market CVS/MM/H&B are not officially reported. The number related to this market is just for reference.
12
 KITCHEN FOOD| SUPERGROUP DEEPDIVE

VALUE % CONTRIBUTION | URBAN VALUE % GROWTH MARKET % CONTRIBUTION

2.1 2.6 2.6 MAY22 VS MAY21 MAY22 VS APR22

3.1 3.4 3.5 MAYONNAIS
40.2 42.6 17.2
4.2 4.2 4.4 E

14.1 13.2 13.4 MEAL

61.9 21.1 17.0
32 MAKER
12

15.9 14.4 14.8 CHILLI

30 2 61.4 24.4 14.1
SAUCE

23 5 STERILIZED
39.2 31.5 29.3
SAUSAGE
21.6 26.8 26.1
13 6
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

BOUILLON-
71.4 17.5 11.0
MSG
2 3
SAUCE 70.2 17.2 12.6
0 4
38.2
34.5 34.3
COOKING
67.5 21.1 11.4
30 OIL
-2

INSTANT
-3 0 60.4 20.7 18.9
MAY21 APR22 MAY22 NOODLE

INSTANT NOODLE COOKING OIL

TT Urban MT SM Urban CVS/MM/H&B
SAUCE BOUILLON-MSG
STERILIZED SAUSAGE CHILLI SAUCE
MEAL MAKER MAYONNAISE

Source: Nielsen Retail Audit. Market CVS/MM/H&B are not officially reported. The number related to this market is just for reference.
13
 MILKBASE| SUPERGROUP DEEPDIVE

VALUE % CONTRIBUTION VALUE % GROWTH MARKET % CONTRIBUTION

1.0 1.1 1.1

MAY22 VS MAY21 MAY22 VS APR22
9.3 8.5 8.7
WHEY 20.4 45.0 34.6
10.1 10.1 10.5

-1 2 HEALTHY
FOOD 59.1 22.5 18.3
32.7 DRINKS
34.8 33.5
-9 6

SPOON
36.3 33.8 30.0
YOGHURT
1 7
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

-1 -1
MILK SYN. 74.0 18.4 7.6
46.9 45.5 46.1

-5 4

READY-TO-
49.0 28.8 22.3
DRINK MILK
MAY21 APR22 MAY22

READY-TO-DRINK MILK MILK SYN.

TT Urban MT SM Urban CVS/MM/H&B
SPOON YOGHURT HEALTHY FOOD DRINKS
WHEY

Source: Nielsen Retail Audit. Market CVS/MM/H&B are not officially reported. The number related to this market is just for reference.
14
 PERSONAL CARE| SUPERGROUP DEEPDIVE

VALUE % CONTRIBUTION | URBAN VALUE % GROWTH MARKET % CONTRIBUTION

MAY22 VS MAY21 MAY22 VS APR22

BODY SPRAY 33.4 44.8 21.8
2.4 2.7 2.6
3.3 EYE CARE 31.6 2.6 65.8
3.6 3.4
4.5 4.1 4.3 -20 3
INSECTICIDE CONTROL 15.3 28.1 56.5
3.9 3.7 3.8 14 10
4.3 4.8 4.6 CONDOM 6.5 93.4
80 32
SUN CARE 26.8 21.3 51.8
11.6 11.0 11.4 43 7
44 25 BODY CREAM LOTION 49.8 24.9 25.3

9.8 10.5 15 5 HAIR COLOURANTS 81.8 10.1 8.0

10.3
12 2 MOUTH WASH 59.1 20.5 20.4
13.8 2 -10
13.3 13.1 FACIAL TISSUE 30.6 39.1 30.3
17 3
ADULT DIAPER
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

90.5 3.36.2
8 0
DEODORANTS 41.6 32.4 26.0
16.3 16.1 16.5 2 11
3 9 HAIR CONDITIONER 51.5 27.6 20.9

16 3 TOOTHBRUSH 45.9 29.6 24.5

5 10 FACIAL CARE… 50.3 19.2 30.4
21.9 21.1 20.8 12 4 TOOTHPASTE 49.2 30.5 20.3
1 4
FEMININE PROTECTION 55.0 23.5 21.5
8 8
MAY21 APR22 MAY22 PERSONAL WASH 39.1 38.8 22.1
1 4
SHAMPOO PERSONAL WASH SHAMPOO 51.1 31.2 17.7
FEMININE PROTECTION TOOTHPASTE
FACIAL CARE PRODUCT TOOTHBRUSH
HAIR CONDITIONER DEODORANTS
ADULT DIAPER FACIAL TISSUE TT Urban MT SM Urban CVS/MM/H&B
MOUTH WASH HAIR COLOURANTS
BODY CREAM LOTION SUN CARE
CONDOM INSECTICIDE CONTROL
EYE CARE BODY SPRAY

Source: Nielsen Retail Audit. Market CVS/MM/H&B are not officially reported. The number related to this market is just for reference.
15
 HOME CARE| SUPERGROUP DEEPDIVE

VALUE % CONTRIBUTION | URBAN VALUE % GROWTH MARKET % CONTRIBUTION

2.0 2.0 2.2 MAY22 VS MAY21 MAY22 VS APR22 HOUSEHOLD

5.1 5.1 5.4 INSECTICIDE 26 54 20
ELECTRIC
9.4 9.9 9.5
56 16 HOUSEHOLD
86 9 5
INSEC. COIL
12.6 12.8 12.7
9 5
AIR CARE 25 51 24

13.2 21 15 HOUSEHOLD
13.9 13.7
INSEC. 69 20 11
AEROSOL
18 11
HOUSEHOLD
17.5 46 39 16
18.3 17.8 CLEANERS
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

12 0
DISHWASHING
62 24 14
LIQUIDS
12 4
TOILET/
KITCHEN/ 62 20 19
15 3
NAPKIN TISSUE
39.1 37.0 37.7
FABRIC
13 2 41 44 16
SOFTENER

7 6 LAUNDRY
44 37 19
PRODUCTS
MAY21 APR22 MAY22
HOUSEHOLD INSECTICIDE ELECTRIC TT Urban MT SM Urban CVS/MM/H&B
HOUSEHOLD INSEC. COIL
AIR CARE
HOUSEHOLD INSEC. AEROSOL
HOUSEHOLD CLEANERS
DISHWASHING LIQUIDS
TOILET/ KITCHEN/ NAPKIN TISSUE
FABRIC SOFTENER
Source: Nielsen Retail Audit. Chocolate data is tracked only in Modern Trade. Market CVS/MM/H&B are not officially reported. The number related to this market is just for reference. 16