Impact of COVID-19 On VN Consumers

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Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
IMPACT OF COVID-19
ON CONSUMER
BEHAVIOR
VIETNAM
This artwork was created using Nielsen data.

Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 200380
EXECUTIVE SUMMARY

IMPACT OF COVID-19 ON VIETNAMESE
IMPACT OF COVID-19 TO DAILY LIFE REACTION AND CONCERN ABOUT COVID-19
74% 89%
50%+ 39% Vietnamese are concerned and Think the risk of spreading in VN
Reduced their frequency of Purchased from online shopping
very concerned, because… is moderate to high
visiting physical stores channels more frequently
82% 63% 75% 2-3 months

Believed infected cases would Is needed for VN to win against
Reduced their out of home Cooked and eat at home more increases in the near future the pandemic
consumption occasions frequently
TOP PRODUCTS GAINING MORE CONSUMPTION

34% 52%
Ordered food more from Increased their stocking goods
delivery services at home
76% 26%
Focused more on their hygiene Bought new health insurance Instant Home Health Personal
routine (wash hand, wear mask) during the outbreak Noodles Care Supplement Care
63% 37%
Re-evaluated their travel plans, Utilized online banking services
while 22% already cancelled more often Staples Veggies Dairy & Frozen
Plant-based Milk Food
3
CONSUMER BEHAVIOR CAN BE CLASSIFIED
INTO 4 ACTIONS DURING COVID-19
IMMUNITY
Consumers want their

immunity to be strong
and to ensure this their
consumption for Health 01
Supplements, Veggies,
Dairy & Fresh Food has
gone up
PRECAUTIONS
02 Consumers have become over
cautious when it comes to hygiene.
Usage for Hand Care, Face Masks &
STOCKING Household Cleaner has increased
Consumers are concerned
about the situation and
03
they are preparing to PREVENTION
tackle the situation via Physical Distancing is the key at this
stocking the essentials like
Noodles, Staples, Frozen
04 moment of time. Consumers are
avoiding travel, less physical
& Canned Foods in order interaction. Thanks to Digital 
to sustain in tough times people can manage their work from
home and also go shopping online
4
ANTICIPATE THE CHANGE AND KEEP
MOVING
Consumers are keeping up with the news and bracing for extended disruptions
IMMUNITY PRECAUTIONS STOCKING PREVENTION

Veggies 44% 73% Instant Noodles 44%

Hand Care
Working From Home 54%
Health
39%
Products/
Supplements
Staples 36% Online Shopping 39%
Face Masks
70%
26% 66%
Dairy products Frozen Food 31% Supermarket
25% Household cleaners 34% Canned Food 30% Visiting Malls 80%
Fresh Food
BUILD TRUST AS A CREDIBLE AND MAKE SHOPPERS UNDERSTAND TO ENSURE SUPPLY. CLEAR
TRUSTED SOURCE WHEN CONSIDER THEIR PURCHASE COMMUNICATION TO CONSUMERS BE REMEMBERED IN THE RIGHT
CONSUMERS ARE LOOKING FOR DECISION WITH REGARD TO OTHERS TO INSTALL CONFIDENCE IN SUPPLY WAYS DURING THIS TIME OF NEED
IMMUNITY AND THEIR NEEDS CHAIN
5
IMPACT ON SHOPPING
6
IMPACT ON SHOPPING
In order to avoid human contact, people tend to shift towards online shopping rather than going to physical
stores. Still they go to pharmacies more frequently for items like medical masks, sanitizers, etc.
RETURN TO
LEVEL OF IMPACT PERIOD OF IMPACT BEFORE COVID-
Much Same as Much 1 2-3 4-6 6-12 >1
19
more often before month months months

less oftenmonths year
3% 8% 37% 37% 13% 2% 25% 51% 17% 7% 1% 28%

Grocery Store
54%
2% 6% 24% 33% 33% 2% 22% 52% 18% 8% 1%
Supermarket
SHOP AT …
2% 4% 31% 40% 20% 3% 25% 49% 19% 7% 1% 41%

Wet Market
4% 10% 31% 35% 19% 2% 27% 44% 19% 9% 1% 38%

CVS
13% 26% 39% 14% 5% 2% 16% 49% 22% 10% 4% 23%

Online Shopping
5% 22% 51% 17% 5% 1% 22% 53% 18% 6% 2% 17%

Pharmacy
4% 17% 35% 22% 16% 6% 22% 48% 22% 7% 1% 21%

Personal Care Store
I never undertook this activity
Base: All respondents (N=500) earlier 7
IMPACT TO LAST
Close to two third of the shoppers are likely to maintain their online purchases behaviors even after COVID-19.
Personal Care channel will also likely to retain two third of the shoppers.
Those who have made Those who have visited

online purchases more frequently personal care stores more frequently

(N=194) CONTINUE THIS
(N=107) CONTINUE THIS
FREQUENCY FREQUENCY
PERIOD OF IMPACT AFTER COVID-19 PERIOD OF IMPACT AFTER COVID-19
1 2-3 4-6 6-12 >1 1 2-3 4-6 6-12 >1
month months months months year month months months months year
63% 64%
16% 45% 25% 9% 5% 21% 42% 21% 12% 4%
Those who have visited Those who have visited

supermarkets less frequently CVS less frequently
(N=329) BACK TO USUAL
(N=268) BACK TO USUAL
AS BEFORE AS BEFORE
PERIOD OF IMPACT COVID-19 PERIOD OF IMPACT COVID-19
1 2-3 4-6 6-12 >1 1 2-3 4-6 6-12 >1
71% 57%
23% 53% 17% 6% 1% 26% 47% 20% 6% 1%
Base: Those who increased in those activities. 8

IMPACT ON EATING
Eating at home (either cook at home or using delivery services) has become a practice to avoid close contact
when eating out or buying take-away food.
RETURN TO
LEVEL OF IMPACT PERIOD OF IMPACT BEFORE COVID-
19
more often before less often month months months months year
2% 2% 14% 28% 54% 1%

21% 48% 23% 8% 2% 66%
Dining Out
5% 12% 25% 28% 27% 4% 20% 50% 21% 7% 1%

Take Away 31%
40% 23% 26% 8%2%1% 15% 46% 22% 12% 5%

Cooking At Home 24%
11% 23% 31% 18% 12% 6% 21% 47% 23% 8% 1%

26%
Food Delivery
I never undertook this activity

Base: All respondents (N=500) earlier 9
IMPACT TO LAST
Consumers, certainly, will start dining out once the pandemic is over, yet, they would also maintain their food
ordering behaviors.
Those who have dined out less frequently Those who have ordered food
(N=407) from delivery services more frequently
(N=166)
BACK TO USUAL CONTINUE THIS
AS BEFORE FREQUENCY
PERIOD OF IMPACT COVID-19 PERIOD OF IMPACT AFTER COVID-19
1 2-3 4-6 6-12 >1 1 2-3 4-6 6-12 >1
73% 64%
20% 48% 23% 7% 2% 25% 43% 22% 8% 1%
Base: Those who increased/ decreased in those activities. 10

IMPACT ON
CONSUMPTION
11
STOCKING UP BEHAVIORS
Due to physical distancing, stocking up has increased. Common products for stocking are dry foods (which have
long shelf life), personal care, household care products, etc.
10%
66% People go to
super market less often
42%
Canned Instant Frozen

Food Noodles Food
62% People 30% 44% 31%

36%
eat at home more often

6%
6%
Series1
STOCK UP
Staples Paper Household
BEHAVIOR
Products cleaners
68% People I stock up much more than before the outbreak
I stock up a little more than before the outbreak 36% 33% 34%
do laundry more often I stock up the same amount as before the outbreak
I stock up a little less than before the outbreak
I stock up much less than before the outbreak
12
IMPACT ON FOOD
Besides the increase of some longer shelf life food, fresh food and veggies have been consumed more for home
cook meals to improve their immune system.
6% 19% 58% 14% 2%

0.006
19% 44% 21% 10% 50%
Fresh Food
14% 30% 46% 8%2%0.006 16% 46% 24% 9% 5%

Veggies
23% 47% 20% 8% 2%
PERIOD OF IMPACT
LEVEL OF CHANGE
5% 26% 48% 14% 4%0.036

Frozen Food
10% 34% 44% 9%2%0.014 23% 49% 18% 9% 1%

Instant Noodles/Porridge
2% 10% 61% 14% 9%0.048 23% 48% 17% 10% 2%

Snacking Products
5% 25% 48% 10% 5%0.07 22% 47% 19% 10% 2%

Canned Food
11% 25% 54% 8% 1% 22% 44% 21% 10% 3%

Staples
3% 10% 75% 9% 2%
0.008
21% 44% 22% 13% 1%
Sauces / Condiments
Base: All respondents (N=500)

I never consume this before
13
IMPACT ON BEVERAGES
Alcohol consumption has reduced significantly as gathering occasions or parties have been avoided. Health
consciousness has lead to increased consumption of ‘Dairy Products’
1% 2% 36% 27% 26% 9% 17% 44% 22% 12% 5%

Alcohol
3%11% 59% 17% 6% 5% 21% 51% 19% 9% 1%

Non-alcoholic
PERIOD OF IMPACT
LEVEL OF CHANGE
beverages
6% 17% 60% 10% 4%4% 15% 49% 19% 13% 4%

Packaged /
Mineral Water
2% 6% 61% 19% 7% 4% 21% 47% 20% 11% 1%
Tea / Coffee
6% 20% 59% 9% 4%
1% 14% 48% 23% 11% 4%
Dairy products
5% 16% 63% 9% 3%
3% 17% 43% 22% 12% 5%
Plant-based milk
I never consume this before 14
IMPACT ON ALCOHOLIC/ NON-ALCOHOLIC
CSD & ED are consumed less
BEVERAGES
NON-ALCOHOLIC BEVERAGES ALCOHOLIC BEVERAGES
(N=183) (N=272)
Much Same as Much Much Same as Much

more often before less often more often before less often
3% 10% 38% 33% 13% 3% 2%1% 20% 27% 30% 20%

CSD
Alcohol
5% 15% 38% 25% 7% 10% 1% 3% 29% 28% 25% 14%

Juice
Wine
3% 15% 42% 25% 5% 9% 1% 4% 21% 37% 33% 4%

Sport Drinks
Beer
3% 11% 38% 33% 6% 9%

Energy Drinks
3% 13% 38% 27% 7% 12%

RTD Tea
Base: Those who decreased in those activities.
15
IMPACT ON HEALTH & WELLNESS
Vitamins and supplements have been taken more frequently to strengthen immune system.
PRODUCTS

7% 32% 43% 8%2%8% 12% 49% 24% 7% 8%
PERIOD OF IMPACT
LEVEL OF CHANGE
Health Products/
Supplements
1% 1% 30% 10% 12% 45% 16% 39% 21% 8% 16%

Cigarettes
2% 11% 65% 11% 4% 7% 16% 49% 22% 7% 5%

OTC Remedies

16
IMPACT ON
SHOPPING BEHAVIOUR
17
IMPACT ON ONLINE SHOPPING
In fact, during Covid-19, online shopping is preferred across categories. However, brick and mortars stores would
gain back its customers once the pandemic is over.
PACKAGED FOOD PERSONAL CARE HOME CARE

(N=194) (N=375) (N=339)

32% | 44% | 35% 38% | 52% | 40% 31% | 44% | 34%
BEVERAGES HEALTH & WELLNESS

(N=153) (N=149)
21% | 31% | 24% SWITCH FROM 42% | 58% | 45%
ELECTRONICS
PHYSICAL STORES TRAVEL
(N=45)
38% | 52% | 38% TO (N=37)
76% | 79% | 74%
ONLINE
MOBILE PHONES ENTERTAINMENT
(N=40) PLATFORMS
BEFORE COVID-19 | DURING COVID-19 | AFTER
COVID-19
(N=39)
35% | 45% | 36% 64% | 69% | 67%
Base: Those whose bought the categories before and during COVID-19 18
IMPACT ON
BEHAVIORS
SOCIAL MEDIA
19
IMPACT ON SOCIAL MEDIA BEHAVIOURS
57% 34% 9% 1%
Since people spend
Social network activities more time indoors,
they have more free

62% 27% 9% 1%
time to spend on
online contents like
Online reading social media,
streaming movies,
etc…
25% 45% 12% 18%
Online games
23% 60% 10% 7%
Listen to music / radio

programs online Increase
Remain unchanged
47% 41% 9% 4%
Decrease
I don’t engage in this activity
Online video
streaming
Base: All respondents (N=500) 20

HABITS
IMPACT ON
21
IMPACT ON HYGENE HABITS
6% 7% 5%
15% 29% 16%

36% 50%
54%
24%
29%
28%
WASHING HANDS WASHING FACE / SHOWERING USING SANITIZERS/ HAND

SANITIZERS
6%
6%
All efforts to stay as hygienic as
34%
18% 26% possible has been applied and
practiced well.
58%
18%
Much more often

34%
A little more often
Same as before
WEARING FACE MASK/ RUBBER DOING A little less often
GLOVES LAUNDRY Much less often
Base: All respondents (N=500) 22
SHAPING A SMARTER
MARKET™


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82% 63% 75% 2-3 months

TOP PRODUCTS GAINING MORE CONSUMPTION

Consumers want their

IMMUNITY PRECAUTIONS STOCKING PREVENTION

Veggies 44% 73% Instant Noodles 44%

more often before month months months

3% 8% 37% 37% 13% 2% 25% 51% 17% 7% 1% 28%

2% 4% 31% 40% 20% 3% 25% 49% 19% 7% 1% 41%

4% 10% 31% 35% 19% 2% 27% 44% 19% 9% 1% 38%

13% 26% 39% 14% 5% 2% 16% 49% 22% 10% 4% 23%

5% 22% 51% 17% 5% 1% 22% 53% 18% 6% 2% 17%

4% 17% 35% 22% 16% 6% 22% 48% 22% 7% 1% 21%

Those who have made Those who have visited

online purchases more frequently personal care stores more frequently

Those who have visited Those who have visited

Base: Those who increased in those activities. 8

2% 2% 14% 28% 54% 1%

5% 12% 25% 28% 27% 4% 20% 50% 21% 7% 1%

40% 23% 26% 8%2%1% 15% 46% 22% 12% 5%

11% 23% 31% 18% 12% 6% 21% 47% 23% 8% 1%

I never undertook this activity

Base: Those who increased/ decreased in those activities. 10

Canned Instant Frozen

62% People 30% 44% 31%

eat at home more often

6% 19% 58% 14% 2%

14% 30% 46% 8%2%0.006 16% 46% 24% 9% 5%

23% 47% 20% 8% 2%

5% 26% 48% 14% 4%0.036

10% 34% 44% 9%2%0.014 23% 49% 18% 9% 1%

2% 10% 61% 14% 9%0.048 23% 48% 17% 10% 2%

5% 25% 48% 10% 5%0.07 22% 47% 19% 10% 2%

11% 25% 54% 8% 1% 22% 44% 21% 10% 3%

Base: All respondents (N=500)

1% 2% 36% 27% 26% 9% 17% 44% 22% 12% 5%

3%11% 59% 17% 6% 5% 21% 51% 19% 9% 1%

6% 17% 60% 10% 4%4% 15% 49% 19% 13% 4%

Much Same as Much Much Same as Much

3% 10% 38% 33% 13% 3% 2%1% 20% 27% 30% 20%

5% 15% 38% 25% 7% 10% 1% 3% 29% 28% 25% 14%

3% 15% 42% 25% 5% 9% 1% 4% 21% 37% 33% 4%

3% 11% 38% 33% 6% 9%

3% 13% 38% 27% 7% 12%

Much Same as Much 1 2-3 4-6 6-12 >1

7% 32% 43% 8%2%8% 12% 49% 24% 7% 8%

1% 1% 30% 10% 12% 45% 16% 39% 21% 8% 16%

2% 11% 65% 11% 4% 7% 16% 49% 22% 7% 5%

Base: All respondents (N=500)

PACKAGED FOOD PERSONAL CARE HOME CARE

(N=194) (N=375) (N=339)

BEVERAGES HEALTH & WELLNESS

they have more free

23% 60% 10% 7%

Listen to music / radio

Base: All respondents (N=500) 20

15% 29% 16%

WASHING HANDS WASHING FACE / SHOWERING USING SANITIZERS/ HAND

Much more often

This artwork was created using Nielsen data.

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