O slideshow foi denunciado.

Youth lifestyles in VN

1

Compartilhar

Próximos SlideShares
Intage viettrack report 2019
Intage viettrack report 2019
Carregando em…3
×
1 de 20
1 de 20

Mais Conteúdo rRelacionado

Livros relacionados

Gratuito durante 30 dias do Scribd

Ver tudo

Youth lifestyles in VN

  1. 1. Jun2019microreport
  2. 2. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 2 EATERY TRAVELLING ENTERTAINMENT FASHION SHOPPING A more youthful generation of consumers are attracting the attention of marketers. This is your chance to get a jump on what they are doing, moving towards & what’s inspiring them in 1st half of 2019. Ask yourself: What products, services and other ideas can your business spotlight—in stores or online—to help get closed to the young generation nowadays? What’s inside
  3. 3. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 3 EATER Y Vietnamese Young Generation – WHAT THEY EAT & WHERE, WHEN TO FIND THEM?
  4. 4. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 4 In the Vietnam food service scene, street foods are still the dominant choice of all ages. Besides, we also observe other kinds of eateries which are becoming the new trends among young generation. LET’S EXPLORE! STREET FOODS MILK TEA JUNK FOODS FOOD DELIVERY CRAFT BEER CLUB SPECIALTY/ COLD BREW COFFEE INSTAGRAM- FRIENDLY COFFEE SHOPS LOCAL CAFÉ FRANCHISE
  5. 5. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 5 20% 14% 48% 14% 39% 27% 13% 25% 32% 16% 14% 21% 34% 29% 21% 41% 30% 18% 9% 11% 27% 2% 5% 5% 27% 14% 27% 23% 38% Morning Noon Afternoon Evening WEEKENDS Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30 30% 20% 45% 30% 16% 39% 38% 36% 20% 13% 27% 29% 14% 7% 14% 23% 32% 30% 39% 21% 25% 4% 7% 9% 2% 7% 5% 13% 16% 36% 29% 30% Morning Noon Afternoon Evening WEEKDAYS Beside junk foods which are the morning all-time-favorite choice of teenagers, street foods & boba milk tea are also preferred during most of the other day parts. 15 - 19 years old Street food vendors Boba milk tea New junk foods Instagram-friendly coffeeshop Specialty/ Cold brew coffeeshops Famous local caféfranchise Craft beer club Food delivery service
  6. 6. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 6 Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30 20 - 24 years old 11% 13% 48% 61% 9% 32% 49% 43% 29% 11% 27% 41% 15% 13% 23% 32% 44% 34% 32% 30% 25% 8% 11% 14% 4% 5% 3% 30% 19% 49% 33% 34% Morning Noon Afternoon Evening 10% 13% 44% 72% 10% 23% 52% 63% 24% 11% 25% 56% 22% 6% 32% 56% 32% 24% 38% 41% 29% 5% 16% 34% 3% 5% 13% 41% 18% 42% 34% 37% Morning Noon Afternoon Evening WEEKENDSWEEKDAYS Street food vendors Boba milk tea New junk foods Instagram-friendly coffeeshop Specialty/ Cold brew coffeeshops Famous local caféfranchise Craft beer club Food delivery service Youngsters in student ages or first jobbers tend to order foods for lunch time & drink milk tea on both weekdays & weekends. Their nightlife is also fulfilled by variety choices of street foods vendors.
  7. 7. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 7 Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30 25 - 30 years old 15% 15% 40% 64% 8% 40% 38% 42% 34% 15% 23% 36% 17% 9% 17% 45% 36% 23% 51% 23% 19% 8% 11% 23% 4% 8% 17% 26% 17% 58% 43% 36% Morning Noon Afternoon Evening 21% 25% 40% 68% 11% 30% 43% 60% 34% 13% 21% 40% 30% 19% 36% 43% 26% 19% 58% 40% 26% 8% 19% 36% 4% 9% 15% 47% 26% 45% 32% 36% Morning Noon Afternoon Evening WEEKENDSWEEKDAYS Street food vendors Boba milk tea New junk foods Instagram-friendly coffeeshop Specialty/ Cold brew coffeeshops Famous local caféfranchise Craft beer club Food delivery service Also being the primary consumers for junk foods & delivery services during working hours, mature millennials become “ambience seekers” when spending more time to explore local café franchise & urban Instagram-friendly coffee shop.
  8. 8. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 8 SHOPPINGVietnamese Young Generation – WHERE THEY OFTEN BUY GENERAL PRODUCTS & STUFFS?
  9. 9. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 9 #1 Ecommerce sites as Tiki, Shopee, Lazada, … enable busy young people to buy anything they want in a very fast & convenient way. It’s also a place where they can read other users’ reviews carefully before making any purchase. Most of young Vietnamese love to shop for many things on social media where they spend most of their time. They can message the seller directly to make an order or just simply comment under a post and the product will be shipped to them conveniently afterwards. 68% 47% E COMMERCE S COMMERCE 52% 34% 70% 53% 83% 51% S-COMMERCEE-COMMERCE Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30 15-19’s 20-24’s 25-30’s 15-19’s 20-24’s 25-30’s The dramatic rise in both E-commerce & Social commerce points to Vietnamese consumers who are increasingly sophisticated & hungry for ‘convenience’. THE NEED FOR CONVENIENCE penetration penetration
  10. 10. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 10 #5 43% penetration #3 LOW-COST RETAILER & VARIETY STORES Miniso, Daiso, Mumuso, Minigood, Usupso, … are famous low cost stores for young people to find the product on their wish list with a very affordable price. 74% penetration#2 24H CONVENIENT STORES Wide range of product, high availability & its omnipresence make CVS a perfect hangout venue for young shoppers & time saver in their busy lifestyles. 26% penetration HAND CARRIAGE GOODS For overseas products, there is hand carriage service that will purchase them from foreign countries & carry back to Vietnam with shipping cost & commission added. 38% penetration #4 FLEA MARKETS Flea markets are the venue for young people to look for unique crafted products or clothes from the assembly of many small shops/ local shops in one place.
  11. 11. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 11 FASHIONVietnamese Young Generation – WHAT THEY PREFER TO WEAR & WHERE THEY BUY THEM?
  12. 12. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 12 65% 79% 35% 44% 35% 18% 30% 15% 14% 30% 7% 16% 13% 12% MINIMALIST STYLE KOREAN FASHION STYLE HIGH STREET FASHION LOCAL DESIGNED CLOTHING LINEN FABRIC VINTAGE/RETRO OUTFIT GREEN FASHION FASHION STYLES youngsters ARE MOVING TOWARDS Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30
  13. 13. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 13 MINIMALIST STYLE Some youngster follow the “less is more” spirit that free themselves from the closet clutter yet still ensure the simple & elegant look. Korean style or Ulzzang style is very popular among young people as an indicator for a trendy & fashionable person. KOREAN FASHION STYLE HIGH STREET FASHION Fast fashion retailers as Zara & H&M are go-to stores for young people to find their favorite clothes. Their collections are also highly anticipated among the fashion lovers in the country. as Libé, Nosbyn, Cocosin, Dottie, … are still able to win many youngster’s hearts thanks to its unique look designed by local Vietnamese compared to industrial fashion. LOCAL DESIGNED CLOTHING LINEN FABRIC Linen fabric is applied in many type of clothing because it’s comfortable to wear, suitable for many seasons and occasions. Vintage style brings a breath of fresh air to fashion scene to young people when they can achieve a stylish and unique look. VINTAGE/ RETRO STYLE GREEN FASHION Young people start to care more about the impact of the clothes they wear on the environment whereupon they’re more interested in clothes made from disposable and recycled materials.
  14. 14. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 14 ENTERTAINMENTVietnamese Young Generation – WHAT THEY ARE CURRENTLY INTERESTED IN?
  15. 15. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 15 TECHNOLOGY GADGETS SUPERHEROES MOVIES INSTAGRAM/ FACEBOOK STORIES KOREAN PHENOMENON EXHIBITION/ ART CENTER DATING APPLICATIONS INDIE SHOWS/ MUSIC FESTIVALS ACOUSTIC LIVE MUSIC SHOWS In the entertainment world, the youth are looking for fulfilling and interactive experiences that stimulate multiple senses at once. The complex activities from real life to virtual life reveals their variety need for entertainment. LET’S EXPLORE!
  16. 16. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 16Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30 76% 59% 46% 38% 35% 16% 15% 8% Technology gadgets Instagram/ FB stories Dating appsIndie shows/ Music festival Exhibition/ art center Which types of entertainment do you usually do? Superheroes movies Acoustic live music shows Kpop/ K-dramas / K-movies TOP PREFERABLE ENTERTAINMENT TYPES
  17. 17. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 17 71% 46% 41% 39% 21% 21% 14% 5% 80% 53% 48% 34% 48% 16% 15% 8% 74% 79% 47% 30% 40% 11% 15% 11% Technology gadgets Instagram/ FB stories Dating appsIndie shows/ Music festival Exhibition/ art center Which types of entertainment do you usually do? Superheroes movies Kpop/ K-dramas / K-movies Acoustic live music shows TOP PREFERABLE ENTERTAINMENT TYPES by age  15 – 19 yo.  20 – 24 yo.  25 – 30 yo. Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30
  18. 18. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 18 TRAVELLINGVietnamese Young Generation – WHICH TYPES OF TRAVELLING DO THEY PREFER?
  19. 19. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 19 Young people love to book economical accommodations as homestay (a type of motel created by other young people who stay in the city) or Airbnb. DEMERGENCE OF HOMESTAY & AIRBNB 60% “Phuot” is a popular form of travelling in Vietnam. Usually people will “phuot” in group of friends to travel to different destination by motorbikes. “PHUOT” MOTOCYCLE GROUP TRAVELLING 49% Adventure group tour to distant and adventurous venues such as Son Doong, Hang En, Ta Nang – Phan Dung, … ADVENTURE GROUP TOUR 13% Also known as health travelling that combine travelling and yoga/detox/ meditation methods. DETOX/ YOGA/ MEDITATION TOUR 9% Based on N=188 respondents in HCMC & HN who’ve in the age of 15 - 30
  20. 20. Copyright© INTAGE VIETNAM LLC. All Rights Reserved. 20

×