[Kantar] Consumer insights asia Q1/2017

2. CONSUMER INSIGHTS 2017
Consumer Insights
ASIA Q1 2017

3. 3 CONSUMER INSIGHTS 2017
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
Q1 2017 | SUMMARY ASIA
Northeast Asia West Asia Southeast Asia
China Taiwan
South
Korea
India
(Urban)
Saudi
Arabia
Indonesia Malaysia Thailand Philippines
Vietnam
(Urban)
Vietnam
(Rural)
FMCG
Total
3.1 6.3 0.2 6.0 -0.1 8.3 -0.7 1.5 4.6 5.7 4.5
Food
0.5 5.7 -3.0 6.2 2.9 5.9 -0.1 2.6 4.7 7.8 1.2
Beverages
-1.0 5.2 1.3 2.8 -0.5 1.7 -1.3 0.3 1.0 7.0 6.1
Dairy
Products
4.4 6.0 0.5 -9.5 0.0 11.7 -4.2 -0.2 7.5 2.6 8.0
Home Care
3.1 6.7 -7.2 7.4 -4.6 6.4 -1.7 2.9 7.0 6.4 1.6
Personal
Care
11.1 8.1 6.5 6.4 -2.3 19.0 2.4 1.8 4.2 7.5 5.9
% Value Change FMCG – MAT Q1 2017 vs. Year Ago

4. 4 CONSUMER INSIGHTS 2017
3.3%
0.7%
2.7%
5.8%
3.9%
6.6%
3.4%
1.5%
0.0%
4.2%
3.2%
9.6%
FMCG Food Beverages Dairy Home Care Personal Care
Q1'16 vs Q1'15 Q1'17 vs Q1'16
FMCG GROWTH IN ASIA : YOY
ASIA / MAT – VALUE SPEND GROWTH

5. 5 CONSUMER INSIGHTS 2017
2.7%
-0.2%
1.3%
6.4%
2.6%
6.8%
2.9%
0.3%
-0.6%
4.1%
2.3%
10.3%
5.3%
3.4%
7.2%
5.2%
7.0%
6.1%
4.8% 4.2%
1.9%
5.9%
4.8%
8.1%
FMCG Food Beverages Dairy Home Care Personal Care
Q1'16 vs Q1'15 Q1'17 vs Q1'16
3.9% 3.5%
5.3%
0.0%
5.3% 5.7%
4.2%
5.7%
1.1%
-0.4%
4.8% 4.8%
Southeast
Asia
FMCG GROWTH IN ASIA : YOY
ASIA / MAT – VALUE SPEND GROWTH
Northeast
Asia
West
Asia

6. 6 CONSUMER INSIGHTS 2017
5.4%
-1.4%
1.8%
9.9%
3.2%
5.8%
8.3%
-0.7%
1.5%
4.6% 5.7% 4.5%
Q1'16 vs Q1'15 Q1'17 vs Q1'16
PHILIPPINES
FMCG: Consumer spending started to recover in Q1, with Taiwan the star
performer amongst all other countries
3.3% 2.8%
0.2%
2.9%
5.1%
1.1%
3.4% 3.1%
6.3%
0.2%
6.0%
-0.1%
ASIA / MAT Q1 2017 – Value Growth FMCG
ASIA
INDONESIA
INDIATAIWANCHINA SAUDIS. KOREA
MALAYSIA THAILAND
URBAN RURAL
VIETNAM VIETNAM

7. 7 CONSUMER INSIGHTS 2017
4.6%
-1.5%
-2.6%
8.5%
-2.2%
-0.5%
5.9%
-0.1%
2.6%
4.7%
7.8%
1.2%
Q1'16 vs Q1'15 Q1'17 vs Q1'16
PHILIPPINES
0.7%
-0.9%
1.3%
6.3%
4.1%
-0.1%
1.5% 0.5%
5.7%
-3.0%
6.2%
2.9%
ASIA / MAT Q1 2017 – Value Growth FOOD
ASIA
INDONESIA
INDIATAIWANCHINA SAUDIS. KOREA
MALAYSIA THAILAND
URBAN RURAL
VIETNAM VIETNAM
FOOD: Snack category and convenience food are growing in Q1; consumer
heading towards to indulgence and convenience

8. 8 CONSUMER INSIGHTS 2017
PHILIPPINES
2.7%
0.7%
-1.4%
8.8%
6.7%
4.0%
0.0%
-1.0%
5.2%
1.3% 2.8%
-0.5%
ASIA / MAT Q1 2017 – Value Growth BEVERAGES
ASIA
INDONESIA
INDIATAIWANCHINA SAUDIS. KOREA
MALAYSIA THAILAND
URBAN RURAL
VIETNAM VIETNAM
BEVERAGES: Growth is slowing down; consumer rationalizing their spends
on beverage category.
6.8%
-3.4%
2.2%
11.2%
9.3% 10.6%
1.7%
-1.3%
0.3% 1.0%
7.0% 6.1%
Q1'16 vs Q1'15 Q1'17 vs Q1'16

9. 9 CONSUMER INSIGHTS 2017
2.4% 1.6% 2.4%
9.9%
3.1%
10.7%11.7%
-4.2%
-0.2%
7.5%
2.6%
8.0%
Q1'16 vs Q1'15 Q1'17 vs Q1'16
PHILIPPINES
5.8% 7.7% 6.6%
-4.5%
-9.0%
0.4%
4.2% 4.4% 6.0%
0.5%
-9.5%
0.0%
ASIA / MAT Q1 2017 – Value Growth DAIRY
ASIA
INDONESIA
INDIATAIWANCHINA SAUDIS. KOREA
MALAYSIA THAILAND
URBAN RURAL
VIETNAM VIETNAM
DAIRY: Stayed on a slightly declining growth in overall; health and wellness
is important value for growth

10. 10 CONSUMER INSIGHTS 2017
10.0%
-3.2%
2.9%
10.9%
2.5%
6.0%6.4%
-1.7%
2.9%
7.0% 6.4%
1.6%
Q1'16 vs Q1'15 Q1'17 vs Q1'16
PHILIPPINES
3.9% 3.0%
-4.2%
2.2%
7.4%
-1.9%
3.2% 3.1%
6.7%
-7.2%
7.4%
-4.6%
ASIA / MAT Q1 2017 – Value Growth HOME CARE
ASIA
INDONESIA
INDIATAIWANCHINA SAUDIS. KOREA
MALAYSIA THAILAND
URBAN RURAL
VIETNAM VIETNAM
HOME CARE: Demand is stable; consumer looking for premium, safe and
eco-friendly products

11. 11 CONSUMER INSIGHTS 2017
5.5%
-1.7%
4.8%
11.2%
4.3% 4.3%
19.0%
2.4% 1.8%
4.2%
7.5% 5.9%
Q1'16 vs Q1'15 Q1'17 vs Q1'16
PHILIPPINES
6.6%
8.7%
-1.3% -0.6%
6.5%
2.3%
9.6% 11.1%
8.1% 6.5% 6.4%
-2.3%
ASIA / MAT Q1 2017 – Value Growth PERSONAL CARE
ASIA
INDONESIA
INDIATAIWANCHINA SAUDIS. KOREA
MALAYSIA THAILAND
URBAN RURAL
VIETNAM VIETNAM
PERSONAL CARE: Posted stronger growth in Q1; self-image remained
important to consumers

12. 12 CONSUMER INSIGHTS 2017
CHINA
#EconomicUptick GDP grew
6.9% in Q1 2017 hitting its fastest
pace since 2015, while FMCG
market recovered with growth rate of
3.1%.
#BeautyEffect Personal care is
still important to consumers with
double-digit growth, usually as a
means of self reward or self
indulgence.
#OralHygiene Mouthwash is
leading the value growth and grew
over 52% from a year ago, proving
the raise awareness of oral health.
S. KOREA
#RecoverySigns Economy is
showing signs of recovery with GDP
growth rate of 0.9% in Q1 2017 from
the previous quarter, Q4 2016.
#LargerVolume Under the
economic depression, Korean
consumers begin to consider “larger
volume” along with cost-
effectiveness.
#LipstickEffect Cosmetic
category shows continuous upward
trend as Korean consumers are
willing to buy low-cost cosmetics to
refresh themselves with less money.
MAT Q1 2017 | SUMMARY ASIA
TAIWAN
#FMCG Rebound FMCG market
started to rebound from food safety
impact since last quarter, and e-
commerce added incremental sales
to the market.
#MakeUp Influenced by Korean
beauty trend, makeup grew well
especially in lip, cushion and
eyebrow products across selective
and mass brands.
#WarmerWinter Helping
consumers chill in the record-
breaking warm winter, products such
as ice cream and deodorant grew.

13. 13 CONSUMER INSIGHTS 2017
MAT Q1 2017 | SUMMARY ASIA
INDIA
#PositiveOutlook Consumer off-take among
domestic companies has improved, gradually
recovering from the demonetisation jolt.
#Urbanisation Migration of people from rural
to urban regions leads to higher income levels
across consumer group
#NaturalHealth Most Indian HHs still rely on
Natural and Ayurvedic products, leading to
substantial growth for Herbal based products in
Personal Care and Household Care sector
SAUDI ARABIA
#ValueDeals Salary cuts in Q4 2016 further
encouraged the KSA households to continuously
search for value deals in Q1 2017.
#CurbSpending Consumption declined for
non essential categories while essential
categories remained stable.
#Modernization Continued momentum
towards Modern trade from Lower trade, driven
by expanded retail outlets in country.

14. 14 CONSUMER INSIGHTS 2017
THAILAND
#ModestGrowth Economy
expanded by 3.3% in Q1,
underpinned by stronger export,
household spending and tourism.
#NascentRecovery Signs of
recovery in mood among Thais after
mourning period. Consumer
confidence is expected to return.
#GrowingCVS Change in
channels landscape with the rise of
CVS, due to the increase in
purchasing power of consumers.
MALAYSIA
#SlowRecovery Consumer
sentiments and GDP are on slow
recovery in the first quarter
#CautiousShoppers Shoppers
are recovering from disruptive price
hike on commodities last year but
still show signs of managing budget
more cautiously
#ConvenienceValueQuality
Shoppers are continuing to migrate
to supermarket from traditional trade
and hypermarket.
INDONESIA
#RobustGrowth Economic
growth increased for the first time in
last five years. Stable inflation lifted
consumer confidence.
#HealthyLifestyle Consumers
are more receptive to healthy food
and beverage i.e. spending more on
yoghurt drinks and cereals.
#Self-Pampering Indonesian
consumers are increasingly going for
self-pampering in home, driving the
strong growth in personal care
sector.
MAT Q1 2017 | SUMMARY ASIA

15. 15 CONSUMER INSIGHTS 2017
VIETNAM
#Uncertainty Q1/17 GDP growth is the
lowest in the past 3 years, more efforts needed
to reach the 2017 target of 6.5% and control CPI
under 4%.
#BrighterView FMCG in urban keeps
growing while positive signs of recovery in Rural
Vietnam mainly driven by Dairy and Beverages
sectors.
#In-homeIndulgence Vietnamese
consumers are heading more towards in-home
indulgence as snack categories are fast-growing
in the Q1.
PHILIPPINES
#StayStrong Philippines economy continues
to lead Southeast Asia despite a slowdown in
GDP growth at 6.4% in Q1 2017.
#Despresso Instant coffee powder drives
down average price in beverages as local
players grow.
#GotMilk Dairy grows via more trips and
bigger basket size, driven by growing-up and
Infant milk.
MAT Q1 2017 | SUMMARY ASIA

16. 16 CONSUMER INSIGHTS 2017
27%
4%
22%
5%
20%
6%
16%
28%
3%
22%6%
20%
4%
16%
29%
3%
22%7%
20%
3%
16%
Q1 ‘17
Q1 ‘16
Q1 ’15
CHINA %CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
MAT
MAT Q2’16
VS year ago
MAT Q3’16
VS year ago
MAT Q4’16
VS year ago
MAT Q1’17
VS year ago
Total
Low Income
Mid Income
High Income
Value Volume Penetration
Oyster Sauce
Kitchen Rolls
Mouthwash
Packaged Water
Mint Candy
Kitchen Rolls
Mouthwash
Wet Tissues
Packaged Water
Oyster Sauce
Mouthwash
Intimate Hygiene
Kitchen Rolls
Make Up
Packaged Water
1%
-1%
2%
0%
0%
0%
6%
Channel Importance - %Value Spend/Trip
Super CVS Hyper Grocery
Work unit/
Gift
E-commerce Others
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
MAT Q1’17 v Q1’16
0%
7%
-1%
-10%
1%
52%
-3%
Super
CVS
Hyper
Grocery
Work Unit/Gift
E-commerce
Others
Shopping Occasions
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%

17. 17 CONSUMER INSIGHTS 2017
-3%
1%
2%
4%
-2%
8%
17%
Hyper
Super
CVS
Drug stores
Direct Sales
PX Mart
Internet
TAIWAN %CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
Value Volume Penetration
Pudding
Face Makeup
Cheese
Instant Vinegar
Beer
Cooking Vinegar
Deodorant
Cordials
Face Makeup
Ice Cream
Cologne / Perfume
Face Makeup
Deodorant
Ice Cream
Cooking Vinegar
1%
0%
1%
3%
7%
2%
-2%
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
MAT
MAT Q2’16
vs. year ago
MAT Q3’16
vs. year ago
MAT Q4’16
vs. year ago
MAT Q1’17
vs. year ago
Total
Low Income
Mid Income
High Income
20%
5%
6%
7%
5%
17%
6%
34%
21%
5%
6%
7%
5%16%
5%
35%
22%
5%
7%
7%
6%14%
4%
35%
Q1 ‘17
Q1 ‘16
Q1 ’15
Channel Importance - %Value
Hyper Super CVS
Drug
Stores
Direct
Sales
PX Mart Internet Others
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
MAT Q1’17 v Q1’16
Spend/Trip
Others: gift & sample, grocery &
provision, department stores, company
order
Shopping Occasions

18. 18 CONSUMER INSIGHTS 2017
KOREA %CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
Value Volume
Retort
Facial Pack
Kimchi
Foundation
Frozen prepared food
Facial Pack
Instant Coffee
Retort
Eye Cream
Ground Coffee
Retort
Eyebrow
Lipstick
Kimchi
Facial pack
1%
-1%
3%
8%
5%
-5%
MAT Q1’17 v Q1’16
Spend/Trip
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
29%
27%
11%
7%
18%
8%
30%
29%
10%
8%
15%
8%
33%
27%
10%
9%
13%
8%
Q1 ‘17
Q1 ‘16
Q1 ’15
Channel Importance - %Value
MAT
MAT Q2’16
VS year ago
MAT Q3’16
VS year ago
MAT Q4’16
VS year ago
MAT Q1’17
VS year ago
Total
Low Income
Mid Income
Mid-High Income
High Income
Hyper Super
Other Modern
Trade
Traditional
Trade
Internet Non-Store
-7%
-6%
4%
-14%
19%
3%
Hyper
Super
Other Modern Trade
Traditional Trade
Internet
Non-Store
Shopping Occasions
Penetration

19. 19 CONSUMER INSIGHTS 2017
2%
78%
1%
1%
18%
2%
77%
1%
1%
18%
-5%
-3%
-2%
2%
0%
Super
Kirana/ Paan-Beedi
Chemist
Network Marketing
Others
%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
Value Volume Penetration
0%
6%
-3%
13%
-4%
Spend/Trip
2%
76%
1%
1%
18%
Q1 ‘17
Q1 ‘16
Q1 ’15
Channel Importance - %Value
Noodle/ Macaroni
Sauces
Toilet/Bathroom
Cleaner
Floor Cleaner
Hairwash
Super
Kirana/
Paan-Beedi
Chemist
Network
Marketing
Others
INDIA
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
MAT
MAT Q2’16
VS year ago
MAT Q3’16
VS year ago
MAT Q4’16
VS year ago
MAT Q1’17
VS year ago
Total SEC
SEC AB
SEC C
SEC D/E
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
MAT Q1’17 v Q1’16
INDIA
Noodle/ Macaroni
Sauces
Toilet/Bathroom
Cleaner
Floor Cleaner
Rubs & Balms
Toilet/Bathroom Cleaners
Noodle/ Macaroni
Floor Cleaner
Coffee
Sauces
Shopping Occasions

20. 20 CONSUMER INSIGHTS 2017
48%
37%
2%
5%
9%43%
41%
2%
6%
8%
-2%
-2%
4%
1%
5%
Modern Trade
Lower Trade
Pharmacy
Wholesale
Others
%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
Value Volume Penetration
2%
-3%
-7%
12%
8%
Spend/Trip
47%
38%
2%
6%
8%
Q1 ‘17
Q1 ‘16
Q1 ’15
Channel Importance - %Value
SAUDI ARABIA
Honey
Chocolate Spreads
Toilet Cleaners
Jam
Full Cream Milk Powder
Toilet Cleaners
Chocolate Spreads
Deodorants
Fresh Flavored Milk
Liquid Hand Wash
Honey
Sliced Bread
Liquid Hand Wash
Chocolate Spreads
Fresh Flavored Milk
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
MAT
MAT Q2’16
VS year ago
MAT Q3’16
VS year ago
MAT Q4’16
VS year ago
MAT Q1’17
VS year ago
Total SEC
SEC AB
SEC C
SEC D
Modern
Trade
Lower
Trade
Pharmacy Wholesale Others
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
MAT Q1’17 v Q1’16
Shopping Occasions

21. 21 CONSUMER INSIGHTS 2017
8%
3%
9%
8%
15%
1%
76%
Mask
Adult Diaper
Lip Cosmetic
Mayonnaise
Clothes Stain Cleaner
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
Value
Cold Cereal/Cereal Bar
Potato Snack
Ice Cream
Facial Moisturizer
Facial Cosmetic
Clothes Stain Cleaner
Yoghurt Drink
Mayonnaise
Cold Cereal/Cereal Bar
Soya Milk
Spend/Trip
8%
12%
80%
7%
12%
1%
80%
Q1 ‘17
Q1‘16
Q1 ’15
Channel Importance - %Value
INDONESIA
Hyper +
Super
Mini
Market
Other Modern
Trade
Traditional
Trade
Others
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
MAT Q1’17 v Q1’16
Shopping Occasions
-13%
10%
-6%
Hyper+Super
Mini Market
Traditional Trade
MAT
MAT Q2’16
VS year ago
MAT Q3’16
VS year ago
MAT Q4’16
VS year ago
MAT Q1’17
VS year ago
Total
Low Income
Mid Income
High Income
Volume Penetration

22. 22 CONSUMER INSIGHTS 2017
0%
4%
-10%
7%
-2%
Hyper
Super
General Trade
Drug, Beauty &
Pharmacy
Others
%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
Value Volume Penetration
RTD Coffee
Drinking Water
Bouillon
Choc/Nut Spread
Cheese
RTD Coffee
Drinking Water
Cosmetics
Hair Treatment
Coconut Milk
-3%
-2%
0%
0%
10%
Spend/Trip
26%
44%
19%
3%
8%
27%
42%
21%
3%
7%
27%
42%
21%
3%
7%
Q1 ‘17
Q1 ‘16
Q1 ’15
Channel Importance - %Value
MALAYSIA
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
Hyper Super
General
Trade
Drug, Beauty
& Pharmacy
Others
MAT
MAT Q2’16
VS year ago
MAT Q3’16
VS year ago
MAT Q4’16
VS year ago
MAT Q1’17
VS year ago
Total
Low Income
Mid Income
High Income
RTD Coffee
Mask
Drinking Water
Instant Soup
Cosmetics
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
MAT Q1’17 v Q1’16
Shopping Occasions

23. 23 CONSUMER INSIGHTS 2017
-1%
-3%
-1%
0%
-1%
6%
1%
%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
Value Volume Penetration
Bottle Water
RTD TFD
Canned Vegetable
Facial Tissue
Essence Of Chicken
Mask
Jam
Dressings
Instant Tea
Canned Fruit
Mask
Dressings
Canned Fruit
Jam
Facial Tissue
18%
12%
17%
33%
1%
6%
13%
18%
12%
16%34%
1%
6%
13%
18%
12%
16%35%
1%
5%
13%
Q1 ‘17
Q1 ‘16
Q1 ’15
Channel Importance - %Value
THAILAND
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
MAT
MAT Q2’16
VS year ago
MAT Q3’16
VS year ago
MAT Q4’16
VS year ago
MAT Q1’17
VS year ago
Total
Low Income
Mid Income
High Income
Hyper Super CVS PVS
H&B
Stores
Direct
Sales
Others
1%
4%
6%
4%
0%
-2%
3%
Hyper
Super
CVS
PVS
H&B Stores
Direct Sales
Others
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
MAT Q1’17 v Q1’16
Spend/TripShopping Occasions

24. 24 CONSUMER INSIGHTS 2017
-2%
0%
1%
-6%
2%
1%
7%
Sari-Sari Stores
Hyper/Super
Groceries
Market Stalls
Drug Stores
Direct Sales
CVS
Others
1%
4%
2%
5%
10%
4%
-2%
5%
Sari-Sari
Stores
Hyper/
Super
Groceries
Market
Stalls
Drug
Stores
Direct
Sales
CVS Others
%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
Value Volume Penetration
Instant Cereal Bev.
Mayonnaise/Salad Dr.
Uncooked Pasta
Oyster Sauce
Baby Wipes/Wet Tissue
Hair Colorant
Liquid Detergent
Hair Treatment
Liquid Soap
Oyster Sauce
Liquid Detergent
Oyster Sauce
Instant Pasta
Liquid Soap
Chocolate
Spend/Trip
41%
30%
6%
5%
5%
2%
11%
42%
30%
7%
5%
4%
2%
10%
44%
29%
7%
5%
4%
2%
9%
Q1 ‘17
Q1 ‘16
Q1 ’15
Channel Importance - %Value
PHILIPPINES
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
MAT
MAT Q2’16
VS year ago
MAT Q3’16
VS year ago
MAT Q4’16
VS year ago
MAT Q1’17
VS year ago
Total
Low Income
Mid Income
High Income
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
MAT Q1’17 v Q1’16
40%
Shopping Occasions

25. 25 CONSUMER INSIGHTS 2017
-3%
-3%
-6%
0%
17%
Street Shops
Wet Market
Specialty Stores
Hyper & Super
Mini Stores
%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
Value Volume Penetration
Sun Protection
Lipstick
RTD GUM
Functional Drinking
Yogurt
Mayonnaise
61%
10%
7%
13%
3%
6%
61%
10%
7%
14%
2%6%
Q1 ‘17
Q1 ‘16
Q1 ’15
Channel Importance - %Value
VIETNAM URBAN
MAT
MAT Q2’16
VS year ago
MAT Q3’16
VS year ago
MAT Q4’16
VS year ago
MAT Q1’17
VS year ago
Total
Low Income
Mid Income
Mid-High
Income
High Income
Street
Shops
Wet
Market
Specialty
Shops
Hyper &
Super
Mini
Stores
Others
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
MAT Q1’17 v Q1’16
61%
11%
6%
14%
2%6%
6%
7%
2%
3%
-8%
Shopping Occasions Spend/Trip
Ketchup/Tomato Sauce
Mayonnaise
Biscuits
Lipstick
Instant Tea
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
Sun Protection
Lipstick
RTD GUM
Functional Drinking
Yogurt
Mayonnaise

26. 26 CONSUMER INSIGHTS 2017
-2%
-7%
10%
-11%
5%
Street Shops
Wet Market
Specialty Stores
Direct Sale
Modern Trade
%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL
Value Volume Penetration
Soya Milk
Drinking Yogurt
Chili Sauce
RTD GUM
Liquid Tonic Food Drink
RTD GUM
Liquid Detergent
Canned Food
Snack & Nuts
Tonic Food Drink
RTD GUM
Liquid Detergent
Biscuits
Tonic Food Drink
Canned Food
7%
7%
28%
37%
5%
Shopping Occasions
77%
16%
1%
2%
2%
2%
77%
17%
1%
2%
2%
1%
75%
20%
2%
2% 1%
Q1 ‘17
Q1 ‘16
Q1 ’15
Channel Importance - %Value
VIETNAM RURAL
Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5%
MAT
MAT Q2’16
VS year ago
MAT Q3’16
VS year ago
MAT Q4’16
VS year ago
MAT Q1’17
VS year ago
Total
Low Income
Mid Income
Mid-High
Income
High Income
Street
Shops
Wet
Market
Specialty
Shops
Direct
Sales
Modern
Trade
Others
Top 5 Categories with Positive Impact – MAT Q1’17 vs Q1’16
MAT Q1’17 v Q1’16
Spend/Trip

27. 27 CONSUMER INSIGHTS 2017

28. 28
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