CONSUMERS & BRANDS

Target Group: Frozen ready-

made meal consumers in
Vietnam

December 2022
 Global Consumer Survey Target Group Report
Introduction

Report overview Global Consumer Survey methodology (1)

This report analyses consumers that answered ’’Frozen
ready-made meals’’ to the multi-pick question ’’Which
of these groceries do you consume regularly?’’.
The report offers the reader a comprehensive
overview of frozen ready-made meal consumers in
Vietnam: who they are; what they like; what they think;
and how to reach them. It provides insights on their
demographics, lifestyle, opinions, and marketing
touchpoints. Additionally, the report allows the reader
to benchmark frozen ready-made meal consumers in
Vietnam (’’target group’’) against the average
Vietnamese onliner, labelled as ’’all respondents’’ in
the charts.
The report is updated regularly and is based on data
from the Statista Global Consumer Survey.
Design: Online Survey, split questionnaire design
Duration: approx. 15 minutes
Language: official language(s) of each country with
American English offered as an alternative
Region: 56 countries
Number of respondents:
• 12,000+ for countries with the extended survey
• 2,000+ for the basic survey
Sample: Internet users, aged 18 – 64, quotas set on
gender and age
Fieldwork:
• Continuous from January to December
• Countries that receive the extended survey are
updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Global Consumer Survey as of December 2022

 Frozen ready-made meal consumers in Vietnam
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

21% of frozen ready-made meal Being successful has more importance 44% of frozen ready-made meal Frozen ready-made meal consumers
consumers are between the ages 50 to frozen ready-made meal consumers consumers state that food must be access the internet via a gaming console
and 64. than to the average onliner. convenient and fast. more often than the average onliner.

54% of frozen ready-made meal Career and education are relatively A relatively high share of frozen ready- On social media, frozen ready-made
consumers are female. prevalent interests of frozen ready- made meal consumers think that meal consumers interact with
made meal consumers. housing is an issue that needs to be companies more often than the average
35% of frozen ready-made meal
addressed. onliner.
consumers have a high annual Frozen ready-made meal consumers are
household income. more likely to have reading as a hobby Many frozen ready-made meal Frozen ready-made meal consumers
than the average onliner. consumers have centrist political views. remember hearing ads on the radio
27% of frozen ready-made meal
more often than the average onliner.
consumers live in a megacity with over 5
million inhabitants. Frozen ready-made meal consumers
remember seeing ads in newsletters
more often than the average onliner.

Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community
 21% of frozen ready-made meal consumers are between the ages 50 and 64
Demographic profile: life stages

Age of consumers in Vietnam

Target group 27% 33% 19% 21%

All respondents 30% 32% 20% 18%

18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years

5 Notes: ’’How old are you?’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 54% of frozen ready-made meal consumers are female
Demographic profile: gender

Gender of consumers in Vietnam

Target group 46% 54%

All respondents 52% 48%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 8% of frozen ready-made meal consumers have a secondary education
Demographic profile: education

Consumer’s level of education in Vietnam

59% 59%

14% 14%
12% 12%
8% 6%
4% 3%
2% 2% 0% 0%
No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target group All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 35% of frozen ready-made meal consumers have a high annual household
income
Demographic profile: income

Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income

Target group 35% 33% 32%

All respondents 34% 35% 32%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick;
Base: n=218 frozen ready-made meal consumers, n=1796 all respondents
Sources: Statista Global Consumer Survey as of December 2022
 A relatively high share of frozen ready-made meal consumers live in a
household of partners and children
Demographic profile: household classification

Type of households in which consumers in Vietnam live​

52%

46%

18% 18% 19%

14%
10%
8%
3% 3% 2% 3% 2%
2%

Single household Couple Single parent Partners Multi- Two or more Other
household household and children generational related adults household types
family
Target group All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made
meal consumers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022
 27% of frozen ready-made meal consumers live in a megacity with over 5 million
inhabitants
Demographic profile: type of community

Communities where consumers live in Vietnam

36%
33%

27%
26%
24%
23%

7%
4% 5% 5%
4% 4%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target group All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

 Being successful has more importance to frozen ready-made meal consumers
than to the average onliner
Consumer lifestyle: life values

Most important aspects of life for consumers in Vietnam

47%
43% 42% 41%
36% 36%
30% 29% 29% 30%
28% 27% 28%
26% 26% 26% 25% 25%

14% 13%

To be Having a Making Learning Safety and An honest Social Advancing A happy Traditions
successful good time my own new things security and justice my career relationship
decisions respectable
life
Target group All respondents

12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal
consumers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022
 Career and education are relatively prevalent interests of frozen ready-made
meal consumers
Consumer lifestyle: main interests

Top 10 interests of frozen ready-made meal consumers in Vietnam

48%
44%
42% 40%
38% 40% 40%
35% 36% 35%
33% 34% 33%
31% 32% 32% 31%
30%
26% 25%

Food & Health & Science & Fashion Travel Finance & Career & Movies, Sports Politics &
dining fitness technology & beauty economy education TV shows society
& music and current
world
events
Target group All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Frozen ready-made meal consumers are more likely to have reading as a hobby
than the average onliner
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of frozen ready-made meal consumers in Vietnam

42%
38% 38% 37%
36% 36% 35%
33% 34% 34%
31% 31% 31% 31% 30%
27% 28%

21% 22%
19%

Cooking Reading Traveling Video Doing Tech & Outdoor Gardening Socializing Meditation
& baking gaming sports computers activities and plants & wellness
and fitness

Target group All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 CHAPTER 03

Consumer attitudes

• Attitudes towards food

• Challenges facing the country

• Politics

15
 44% of frozen ready-made meal consumers state that food must be convenient
and fast
Consumer attitudes: attitudes towards food

Agreement with statements in Vietnam

59% 61%

44%
37% 39%
36%

25% 26%
17%
12%

I actively try Food must be I avoid artificial flavors I try to eat less meat I rarely have time
to eat healthy convenient and fast and preservatives for a proper meal

Target group All respondents

16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=1049 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 A relatively high share of frozen ready-made meal consumers think that housing
is an issue that needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Vietnam according to frozen ready-made meal consumers

42%
38% 38%
36% 36% 35%
33% 33%
30% 31% 30%
28% 29%
26% 26% 26%
24% 24%
21%
18%

Environ- Health Climate Economic Education Food and Rising prices Housing Crime Unemploy-
ment and social change situation water / inflation / ment
security security cost of living

Target group All respondents

17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-
made meal consumers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022
 Many frozen ready-made meal consumers have centrist political views
Consumer attitudes: politics

Political attitudes of consumers in Vietnam

Target group 12% 47% 35% 6%

All respondents 11% 47% 33% 9%

Left Center Right Prefer not to answer

18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which of these groceries do you consume
regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022
CHAPTER 04

Marketing touchpoints

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

• Traditional media usage

 Frozen ready-made meal consumers remember seeing ads in newsletters more
often than the average onliner
Marketing touchpoints: digital advertising touchpoints

Top 10 places where frozen ready-made meal consumers in Vietnam have come across digital advertising in the past 4 weeks

44% 44% 44%

40% 40%
38% 38% 37% 36% 36% 35%
34%
32% 32%
30% 29% 29%
28%
26%
24%

Video Social Search Other apps Video Video Online Websites Newsletters Editorial
portals media engines streaming games stores and apps websites
services of brands and apps
Target group All respondents

20 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n= 2097 all
respondents
Sources: Statista Global Consumer Survey as of December 2022
 Frozen ready-made meal consumers access the internet via a gaming console
more often than the average onliner
Marketing touchpoints: internet usage by device

Devices consumers in Vietnam use regularly to access the internet

96% 96%

76%
71%
66%
59%
50% 48% 45% 45%
40%
33% 34%
30% 30% 29%
22% 25%
21% 19%

Smartphone Smart TV Desktop PC Tablet Regular Smartwatch Gaming Laptop Smart Streaming
laptop console with touch speakers device
screen
Target group All respondents

21 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all
respondents
Sources: Statista Global Consumer Survey as of December 2022
 On social media, frozen ready-made meal consumers interact with companies
more often than the average onliner
Marketing touchpoints: social media usage

Social media activities in Vietnam by type​

52% 50% 49%

46%
44% 44% 42% 43% 42%
41% 40%
38%
36% 35%
33% 34%
29% 30%
27% 25%

5% 5% 4%
3%

Sent private Followed Posted Liked posts Commented Liked Shared Posted texts Followed Shared Passive social No social
messages people pictures by other on posts company posts by / status companies company media usage media usage
/ videos users posts other users updates posts

Target group All respondents

22 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all
respondents
Sources: Statista Global Consumer Survey as of December 2022
 Frozen ready-made meal consumers remember hearing ads on the radio more
often than the average onliner
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Vietnam have come across non-digital advertising in the past 4 weeks

58%
55%

44%
40% 41%

34% 33%
31% 31% 30%
29%
27%
24%
21% 20%
18%

On TV Directly in On advertising In the movies In printed By mailshot / On the In printed

the store spaces /cinema magazines advertising radio daily
on the go and journals mail newspapers
Target group All respondents

23 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all
respondents
Sources: Statista Global Consumer Survey as of December 2022
 Frozen ready-made meal consumers relatively frequently consume traditional
types of media, like TV and movies in the cinema
Marketing touchpoints: traditional media usage

Type of media consumers in Vietnam have been using in the past 4 weeks
90%
88%

53% 54%
50% 50% 48%
45% 44%

34%

TV Movies / cinema Magazines Newspapers Radio

Target group All respondents

24 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=250 frozen ready-made meal consumers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 GLOBAL CONSUMER SURVEY 2022

Understand what drives

consumers
The Statista Global Consumer Survey offers a global perspective on
consumption and media usage, covering the offline and online
world of the consumer. Our survey is designed to help marketers,
planners, and product managers understand consumer behavior
and consumer interactions with brands.

• Cross-tabulation
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+
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Find out more on:

statista.com/global-consumer-survey 1,700,000+ 56 3.4bn.+ 14,500+ 50+
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territories consumers brands industries

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 Jan Gewiese Stefan Rau
Senior Research Manager Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
and Business Administration (M.Sc.) from the University of Hamburg. He interned Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
at the Hamburg Center for Health Economics and Mercedes-Benz USA. interned at TNS Infratest.​

At Statista he is responsible for designing consumer studies, product automation, At Statista he is responsible for report and process automation. His area of expertise is data
and brand research. analysis using Python and SPSS.

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