A survey of 1,118 Vietnamese people found that 7 in 10 use functional foods. Females and those over 30 used them the most. Over half used at least one type of functional food daily, with tablets being the most preferred form. The top reasons for using functional foods were skin care, bone/joint care, and liver detoxification. Friends/family recommendations were the primary source of information and reason for choosing specific products. Most respondents spent $5-25 every 1-2 months on functional foods and were satisfied with the products, though many would switch brands if dissatisfied. The majority cared about origin, preferring products from the USA.

1. April 2015
DI-MARKETING
STUDY ABOUT FUNCTIONAL FOOD
USAGE OF VIETNAMESE

2. 1
SURPRISING, 7 IN 10 VIETNAMESE ARE USING FUNCTIONAL FOOD
Are you using any functional food ?
69%
59%
65% 68%
76%
31%
41%
35% 32%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under 18 18-25 26-30 Over 30
No
Yes
69%
62%
72%
31%
38%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Male Female
No
Yes
N = 1118
Female (72%) and Over 30 years old age group are using functional food the most

3. 2
MORE THAN A HALF OF PEOPLE ARE USING AT LEAST ONE TYPE
OF FUNCTIONAL FOOD
How many types of functional food are you using ?
N = 767
58%
44%
56% 57% 60%
29%
38%
29% 30%
30%
8%
6%
9% 7%
8%
1%
13%
2% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under 18 18-25 26-30 Over 30
More than 6
6
5
4
3
2
1

4. 3
SKIN CARE, BONE & JOINT CARE AND LIVER DETOXIFICATION
ARE THE TOP 3 REASONS FOR USING FUNCTIONAL FOOD
Majority female use functional food for skin care purpose (41%) while male care
more about their bone & joint (24%)
N = 767
In what purpose do you use functional food for ?
33%
14%
41%
23%
24%
22%
19%
18%
20%
16%
11%
18%
16% 16% 16%16%
17%
15%15%
9%
17%
14%
17%
12%
10%
4%
12%
8% 9%
8%
1% 0% 1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Total Male Female
Skin care ( acne, sun burnt, moisturing) Bone and joint care Liver Detoxification
Lose weight Stress Relief Prevent diseases
Cure diseases Supplement for Sport/Gym activities Hair and nails care
Gain weight Others

5. 4
More than 90% people use functional food at least 2 times per week
MAJORITY PEOPLE USE FUNCTIONAL FOOD EVERYDAY
How often do you use these functional food ?
N = 767
1% 1% 1%1% 1% 1%2% 3% 2%
5% 5% 5%
16%
20%
14%
12%
18%
9%
63%
52%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Daily
4-6 times/week
2-3 times/week
Once/week
2-3 times/month
Once/month
Less than once/month

6. 5
TABLET IS THE MOST PREFERABLE TYPE OF FUNCTIONAL FOOD
What type of functional food that you prefer the most ?
1%
4%
8%
14%
72%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Others
Powder
Liquid
Tea bag
Tablet
N = 767

7. 6
55%
44%
51%
56%
61%
44%
50%
39%
47%
49%
36%
44%
37%
32%
37%35%
63%
36% 35%
33%
23% 25%
23%
26%
21%19%
13%
18%
20% 20%19% 19% 18% 19% 21%
15%
25%
16%
13%
16%
12%
6% 7%
15% 15%
9%
6% 6% 7%
15%
4%
0%
2% 2%
7%
0%
10%
20%
30%
40%
50%
60%
70%
Grand Total Under 18 18-25 26-30 Over 30
Friends/relatives' recommendation Advice from doctors
Advice from pharmacists at pharmarcies TV commercials
Ads on newspaper/magazine Online Ads from web, forums,..( exclude facebook)
I saw it at stores, both inside and outside department stores/ shopping malls Facebook ads
Sale person introduce to me at selling point Outdoor ads (banner, bilboard,…)
Others
WORD OF MOUTH IS THE MAIN SOURCE OF INFORMATION OF
FUNCTIONAL FOOD
How do you know about functional food that you are using?
N = 767
Under 18 years old age group know about functional food from TV commercials
the most with 63%

8. 7
43%
50%
38%
40%
49%
40%
48%
38%
32%
35%
50%
39% 40%
26%
63%
28%
35%
43%
34%
19%
36%
31%
29%
38%
31% 31%
24%
18%
6%
16%
21%
18%
12%
6%
15%
12%
9%8%
13%
9%
7% 9%8% 6%
9% 8% 7%
4%
13%
5% 5%
1%1% 0% 0% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
Grand Total Under 18 18-25 26-30 Over 30
Friends/relatives' recommendation Trusted Brand Affordable Price Advice from doctors
Don't cause side effect Effective to my problems Advice from pharmacists See many people use it
Variety of products Good customer services Nice package design Introduce by PG at selling point
Frequent sale promotions and offers Others
FRIENDS AND RELATIVES’ RECOMMENDATION IS THE MOST
EFFECTIVE FACTOR FOR BUYING A FUNCTIONAL FOOD
Why do you choose those functional food that you are using ?
N = 767
People under 18 tend to buy functional food based on the doctors’ advice rather than
friends and relatives suggestion

9. 8
How often do you buy functional food?
4%
21%
38%
25%
6%
5%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I don’t use
More than once/month
Once/month
Once Every 2-3 months
Once Every 4-6 months
Once every more than 6 months
NEARLY 40% PEOPLE BUY FUNCTIONAL FOOD ONCE A MONTH
N = 767

10. 9
PHARMACIES ARE THE MOST TRUSTWORTHY PLACES TO BUY
FUNCTIONAL PRODUCTS
Where do you buy functional food?
2%
3%
5%
8%
11%
11%
19%
23%
26%
27%
43%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Others
Markets
Sellers on facebook
Spa and beauty salons
Brand shops
Ecommerce Website
Ask friends/relatives buy for me from overseas
Functional Food stores in Department stores
Beauty and pharmacy chain
Pharmacies (not chain)
Pharmacies
N = 767

11. 10
MORE THAN A HALF SPEND FROM $5 TO $25 FOR BUYING
FUNCTIONAL FOOD
How much on average do you spend each time on buying functional food ?
N = 767
5% 7% 5%
25%
27%
25%
35%
35%
35%
17%
18%
17%
8%
9%
8%
4%
2%
6%
2% 0% 3%
2% 2% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
I don't remember
Over $150
Over $100 to $150
Over $50 to $100
Over $25 to $50
Over $ 10 to $25
From $5 to $10
Below $5

12. 11
87% 84%
89%
10% 14% 8%
3% 2% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
I don’t use
anymore
No
Yes
Are you satisfied with the functional food that
you are using?
PEOPLE WILL SWITCH TO OTHER BRAND WHEN THEY FEEL
UNSATISFIED INSTEAD OF STOP USING FUNCTIONAL FOOD
Will you switch to other functional food brand if you
are no longer satisfied with your current products ?
N = 767 N = 767
17% 18% 16%
61% 62%
60%
22% 19% 23%
0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Not satisfied at all
Not satisfied
Neutral
Satisfied
Very satisfied
78% people feel satisfied with their current
functional foods
87% people choose switch to other brand
instead of stop using

13. 12
Do you care about the origin of functional food? If yes, which country would you choose if buying
a functional food product?
N = 767
5%
9%
18%
18%
20%
27%
29%
42%
57%
0% 10% 20% 30% 40% 50% 60% 70%
Yes, others
No, I don’t care
Yes, Australia
Yes, UK
Yes, Germany
Yes, France
Yes, Korea
Yes, Japan
Yes, USA
VIETNAMESE PREFER TO BUY FUNCTIONAL FOOD WHICH HAVE
THE ORIGIN FROM USA THE MOST (57%)

14. 13
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

15. 14
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

16. 15