Vietnam Grocery Report 2012 Highlights Macroeconomic Challenges

GROCERY
REPORT
Vietnam
2012

1

Vietnam Grocery Report 2012
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

CONTENT

Market Channels Shoppers

MACRO-
THE RETAIL BELT BUCKLING
ECONOMIC
LANDSCAPE |
OUTLOOK
NOW CONNECTED
|
& INTO CONSUMERS
FMCG
THE FUTURE
OVERVIEW

2


Macroeconomic
MARKET Outlook
FMCG Overview

Will Vietnam’s GDP and CPI reach
their 2012 targets?

Is the Vietnam retail industry still
attractive?

3


A very tough 2012 when all the macro indexes are not as
expected. Signs of decreasing inflation since Quarter 2…

GDP YOY
GOVERNMENT
PLAN 2012 8
7
GDP 6- CPI ≤ 6
6.5% 10%
5
4
ACTUAL half 2012
3

GDP CPI 2
4.38% 12.2% 1
0
Q1-10 Q2-10 Q3-10 Q4-10 Q1-11 Q2-11 Q3-11 Q4-11 Q1-12 Q2-12

22.2 23.0 22.4 21.6 19.8
17.5 19.8 20.8 18.1 17.3 16.4 14.2
12.2 13.3 13.9 10.5 8.3 6.9 5.4 5.0

Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun- Jul- Aug-
11 11 11 11 11 11 11 11 11 11 11 11 12 12 12 12 12 12 12 12

CPI YOY 4

Source: Vietnam General Statistics Office

… which is still fragile under pressure from the recent upward
trend in fuel and utilities.

▲14% ▲50%
Mogas 92 23,800 23,650
VND/litre

20,800 20,600

488,000 ▲5%
418,000
394,000

315,000
▲ 6%
Gas
VND/12kg tank
▲ Growth rate
01/09/12 vs 01/01/12

5

Source: xangdau.net & http://www.petrolimex.com.vn/ Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Service continues to drive the growth of the economy, particularly
being led by the trade sector.
LABOR STRUCTURE GDP STRUCTURE
51.6 mil employees 1,252,577 bil.VND

1st half 2012
21%
38%
31%
30% 21% 37% 40% 40%

49% 23%

1st half 2011 22%
48%

3.81%

2.81%

5.57%
6
Value growth rate vs. YA


The growth is still there but not for the masses.

RETAIL-SERVICES SALES NO. COMPANIES DISSOLVED OR CEASED
Jan/2012-Aug/2012 Jan/2012-Apr/12

• Total value: 1,517,721 bil.VND • Total volume: 17.735/ 647.627 companies
• Change vs LY: +17.9% • Change vs LY +9.5%
Retail

6,414 5,297 Construction

Manufacturing
& Processing
3,123 Others
2,901
250,000 25

200,000 20

150,000 15

100,000 10

50,000 5

0 0
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 7
Retail-Services Sales Growth Rate YOY

The Vietnam retail market drops out of top 30 countries for
attractiveness by A.T Kearney. Inflation, high real estate price and
business procedures are still big concerns.
VIETNAM
Rank

1 2008

6 2009

14 2010

23 2011

Policy & Human Quality of Low purchasing
Procedure Resources
Source: A.T. Kearny 2012 GRDI
supply chain power
8

Source: A.T. Kearney

However, retail sector is still attractive to foreign investors despite
total FDI decreases..
Value growth rate vs. LY

NEW FOREIGN DIRECT INVESTMENT
First 8 months 2012 vs 2011
-11%
Total FDI
01/01/12-20/08/12 7%
5%
Manufacturing& Processing +25%
47%
01/01/11-20/08/11
Real estate +467%
48%

68% Wholesale, Retail sale & Repairment +107%
20%

Other areas -86%
2% 3%

9

Source: Foreign Investment Agency - Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Ministry of planning and investment

Macro-economics
Macro-economic
MARKET Outlook
Overview
FMCG Overview

After skyrocketing inflation in 2011,
how is the Vietnam FMCG market
doing?

10


FMCG volume growth trend resumes in light of cooling CPI and
stable consumer confidence index.

Consumer Confidence remains below 100, but FMCG volume sales growth bounces back –
stable in the 90+ range strongest for Beverage & Milk-base cat.

Unit Value Growth Volume growth
CONSUMER CONFIDENCE
Nominal Growth
INDEX
Cooling CCI rests stable at low level
30%
119
25%
101 10398 97
96 99 94 95
88 20%

15%

10%

5%

0%
2010-Q1

2010-Q2

2010-Q3

2010-Q4

2011-Q1

2011-Q2

2011-Q3

2011-Q4

2012-Q1

2012-Q2

2009-Q1
2009-Q2
2009-Q3
2009-Q4
2010-Q1
2010-Q2
2010-Q3
2010-Q4
2011-Q1
2011-Q2
2011-Q3
2011-Q4
2012-Q1
2012-Q2
2009
2010
2011
2012
11

Source: Vietnam GSO and Nielsen Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Confidence Survey

Vietnam remains the fastest growing FMCG market.

FMCG MARKET DYNAMICS
REGIONAL SUMMARY Q2, 2012

30%
25.2%
25% Unit value change Volume change Nominal growth

20%
16.1% 15.5%
14.9% 15.4%
15%
8.9% 9.7% 7.6%
10% 8.1%
10.9%
6.1%
5.0%
4.3% 5.6%
5% 2.0% 2.6% 2.6%
3.9% 7.9% 9.9%
0.6% 0.7% 3.9% 6.4%
0.3% 0.5% 4.0%
0.5% 3.7% 1.9% 3.8% 3.2%
0.7% 0.6% 2.1% 1.1% 2.2%
0% 1.4%
-3.1%

-5%

12

Source: Nielsen Retail Audit Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Across most categories, particularly beverages.

VALUE & VOLUME % CHANGE YA
MAT JUL’12
23% Value
FMCG (Inc. Beer) 11% Volume

28 %
Beverage (Inc. Beer) 18%
15 % Personal Care 4%

21% 18%
Milk Based Product Cigarette
6% 7%

19% 15%
Food (excl Milk Base) Household Care -1 %
3%

13


Most categories posted volume growth of 5-10% with the
exception of beverages, baby diapers and RTDM.

(YTD Jun’12 vs. YA)

 Half the categories have
medium volume growth of
5-10%; while 15% show
higher growth of >10%

 Price hike around 10% for
most categories except for
dishwashing liquid, gum,
snack, milk powder,
shampoo and biscuit
whose price hike >15%
.

14


The largest categories are Beer, Cigarette, Milk and Beverage
which are dominated by a few big players. TOP 10 MANUFACTURERS IN FMCG
6 Cities TT - Value % Share | Period Ending SEP12 | Share of Sum(PROD)
6 Cities TT - V

Top 10 Val for MAT TY | Total Mkt

TOP 10 MANUFACTURERS IN FMCG – TOP 10 CATEGORIES IN FMCG –
6 CITIES TT – VALUE % SHARE 6 CITIES TT – VALUE % SHARE

15

Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to SEP12 Source: ACNielsen | Retail Index (<< Viet Nam >> ), data to SEP12

Manufacturers more reluctant to introduce new brands – and most
new brand launches are in the value pricing segment.

Number of new brands declines starting from early 2011 Increasing number of new launches in Value
segment

NUMBER OF NEW LAUNCHES NEW BRANDS - % BY
25
PRICING SEGMENT
6 CITIES
20
34
15 50 58
21
10
14 18 11
5 12 11
31
19 21
0
Nov-10
Dec-10

Nov-11
Dec-11
Feb-10

Feb-11
Mar-11

Feb-12
Mar-10

Mar-12

Jun-12
Jan-10

Jun-10
Jul-10

Jan-11

Jun-11
Jul-11

Jan-12
May-10

Aug-10
Sep-10

May-11

Aug-11
Sep-11

May-12
Apr-10

Oct-10

Apr-11

Oct-11

Apr-12
2010 2011 2012
Premium HiMid
2010 2011 2012 LowMid Value

16


Interestingly, the premium segment is either stable or increasing
its share across categories.
PREMIUM SEGMENT CONTRIBUTION CHANGE - YTD JUL 12 VS. YA
50

45

40

35

30

25

20

15

10

5

0

Baby Cereal

Insect_Coil
HH Cleansers
Shampoo

Gums
Baby Diaper
Fem_Care

Bouillon-Msg

Personal Wash

Biscuits & Pie

Condensed Milk
Body Lotion
Milk Powder

Deodorants

RTD Milk
Dishwash Liquid

Mouth Wash
RTD Tea

Facial Care

Packaged Water
Fruit Juice

Toothbrush

Cooking Oil
Cigarette

Fabric Softener
Tissue

Toothpaste

Laundry Detergent
Soft Drink

Insect_Aerosol
Beer
Sauce

Energy Drink

Facial Tissue
Instant Noodle

Snack

Hair Conditioner
YTDLY YTDTY
Price segmentation based on price index at 6 Cities, YTDJul’11 17
[>120 Premium] [100-120 HiMid] [80-100 LowMid] [<80 Low]

Lower price gap between premium and mainstream contributes to
the growth of premium.
Consumers tend to trade up with reduction in price gap of “Premium” and
“Mainstream” products.

Price Gap Change Premium Volume Change Driven by
Premium vs. Mainstream Price Gap Reduction

-4.0% Biscuits 2.6%

-3.0% CSD 3.4%

-3.0% Shampoo 6.5%

18

Source: Pricing Analytics Study, Vietnam 2011 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

CHANNELS The Now The Future

How fast is modern trade growing?

How is traditional trade trying to
compete with modern trade?

What are modern trade retailers
doing to attract and retain
consumers?

19


Traditional trade dominates in SEA but modern retailing is
expanding its footprint. Vietnam still ripe for modern trade outlets.

Retail Store Density Analysis
(Number of stores per million population)
1,000 14,000

900 849
12,000
800 Grocery stores
700 Modern trade 10,000

600
514 8,000
500
6,000
400
295 304
300 4,000
209
200 162 136
2,000
100 38 65
9 6
- -
China

Thailand

Vietnam
Singapore

India

Philippines

Indonesia
Taiwan
HK

Korea

Malaysia

85 94 96 89 57 63 49 22 44 46 6
20
Modern Trade Contribution 2011

Source: Nielsen Retail Census

Modern trade still sees growth in Vietnam, especially in Hanoi, as
Vietnam’s retail market continues to transform.

TRADITIONAL TRADE 78% 22% MODERN TRADE

Value sales Contribution

70,000 500 2011
Total 36 Cities
450
60,000

50,000
400
350
943
Modern trade
40,000 300 outlets (+25%
2009
250 vs 2010)
2010
30,000
2011 200

20,000 150
100
10,000
50
0 0
30 Cities 4 Cities Hanoi HCM 30 Cities 4 Cities Hanoi HCM

Store numbers - Nielsen Census

Notes: Modern Trade contribution ( inc. Saigon Co.op, exclude Metro)
Based on 36 largest urban areas in Vietnam : 4 Cities includes Haiphong, Danang, 21
Cantho and Nhatrang
Source: Nielsen Retail Census

The government invests in improving wet markets and to support
small traders.
Market system development scheme 2011-
2015: Investment of 2,782 bil.VND with
150.6 ha on developing 319 traditional
market – tier I
• Preserving 56 markets
• Upgrading 110 markets
• Building 153 markets

Ministry of Industry and Trade cooperate with
University of Economics to organize:

“Sales skill training for small traders in wet
markets”.

“Wet market management skill training for the
markets’ management boards”

23

Source: Ministry of Industry and Trade Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Decision 012/2007/QĐ-BCT

However, supermarkets are increasingly preferred by consumers.

Average Frequency
of Visits per Month

▲
▼
Consumers are moving
from Wet Markets
to Supermarkets

Base: All Respondents (2010 n=1500, 2011 n=1500)
24
Ref: Q8
Source: Nielsen Shopper Trends 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Retailers of all types are implementing their expansion plans.
81
15
1/1-31/9/2012: 4 Health &
32 Beauty

12+ Convenience
Store
23
Store

new stores open 8
each month
27

59 13 85
20
5
19 1 44

17 1 Minimart
46 6
Supermarket
Supermarket
14
B&B
2
11 8
14
3 25
11
5 Vietnam Grocery Report 2012

Supermarkets implement a wide variety of programs to build
loyalty and attract consumers.

New look by
Increased
Preference from Difference with refreshing logo
promotion
loyalty card private label and department
frequencies
branding
Membership Focus on fresh &
Card, VIP processed foods,
Card… household
With special products, and
offers: Stored garments.
up points, Heavily
special promoted
promotion through price
prices and displays

On-going
promotions, Coming with
themed to match fresh,
holidays and professional
specific and friendly
categories or image
special
customers
26


CHANNELS The Now The Future

What lessons will Vietnamese
retailers learn from other
Asian countries?

What will be the channel mix
in the coming years?

27


Retailers continue to expand their store base across AP with total
number of stores increasing by over 25,000. Moreover,
convenience stores are seeing the fastest growth rate.
Modern Trade Store No. by Format in Asia-Pacific
(% annual growth)

28

Source: Nielsen Retail and Shopper Trend Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Asia Pacific 2012

Convenience in Thailand: Innovation through the non-FMCG
range has also attracted shoppers.
Available in 2011 Additional Product & Service in Convenience Stores

Fresh Coffee Auto & Travel
CVS products
Home Appliances

Payment
Fresh Meat & Service
Vegetables
Bakery Smoothies Direct
Marketing

Media
Books & Magazines
Hot Served Snacks
Restaurant

RTE Meal
IT & Stationary Seasonal Products

29


Minimarts in Indonesia: Thematic promotions and loyalty cards
have helped the Mini-Marts succeed apart from the huge store
base (+10,000 stores).

New Year
Thematic
promotions
Valentine’s Day
Mother’s Day Valentine’s School Holiday
Unilever Fair Fonterra Fair Homecare Fair

Supplier
Fairs
Olay Promotion
Unilever Fair
Bi weekly Shopping Calendar Weekend Promotion

Weekly
Promotions 30


The change is coming to Vietnam too, as evidenced by some
shopper segments…

Rewind to 2005 Present Fast Forward to 2022

Innovation Seeker and Prudent Shopper

Conservative & Value Oriented Shopper
Wet Markets Super Wet Super
Shopping Destination – Most Often

All shoppers bought Markets Markets Markets
daily food in Wet
Wet market is
Markets
Wet Super thought to be swept
out for its dirty and
Markets Markets untidy image.
Wholesalers Supermarket
Convenience increase its network,
Wholesalers
Stores thus increases in the
frequency
Grocery Stores Grocery
Wholesalers Convenience
Stores
Stores /
Super Markets Grocery Convenience Mini Markets
Very few & expensive – Stores Stores
visit once per year for
curiosity Metro
Metro Metro

31

Source: Nielsen Shopper Focus Groups in Copyright © 2012 The Nielsen Company. Confidential and proprietary.
HCM,HN 2012

…and backed up by the continuous retailer expansion.

12/7/2012 1st HI-WAY supercenter 08/12/2011 1st MINISTOP CVS
31/5/2012 1st FLC Mart 07/2012 1st C EXPRESS CVS

ANNOUNCED EXPANSION PLANS
STORE CVS- STORE
SUPERMARKETS BY (YEAR) BY (YEAR)
NUMBER MINIMARTS NUMBER
Co.op Mart +8 2012 Co.opFood + 30 2012
√100 2015 √ 150 2015
Big C √ 24 2012 Satrafoods + 20 2013
√ 29 2013
TTGD Foods + 2-3 annually
Lotte Mart +2 2012
Circle K > 40 2012
Fivimart +3 2012
Shop & Go √ 100 2012
Hiway √3 2013
√ 20 2016 Family Mart + 27 2012
√ 43
Notes: (+) new stores. Ministop + 30 2012
(√) in total 32


SHOPPERS

Belt Buckling

Connected
Consumers

33


Concerns Discretionary spending
*: ↑↓ vs. YA | vs. APAC average

66%
Saving 32%
Holiday
THE ECONOMY
↑ | vs. 60%*
(19%) ↓ | vs. 37%*
JOB SECURITY (18%) 29%
New
technol-
INCREASING ogies

UTILITY BILL = | vs. 30%*
(12%)
28%
HEALTH New
(8%) clothes

INCREASING
27%
Home
28%
Out of
↓| vs. 35%*
FOOD PRICE impro-
home
veme entertai
(7%)
nt
↑ | vs. 18%* nment
↓ | vs. 34%*
How to utilize spare cash after covering essential living 34
expenses?
Source: Nielsen Global Consumer Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Confidence Index Q2’2012 – Vietnam

Consumers are tightening their belts. The
recessionary mindset shifts consumer thinking from
Nice to Have to
Need to Have
superfluous temptation

Support on compulsory expenditures:
gasoline, gas/electricity, water, insurance, rent…

Core selling grocery products sales rise 35


Hardship continues, consumers reduce shopping frequency and
are much impacted by price.

TOP 4 IMPACTS ON GROCERY SHOPPING FREQUENCY
PURCHASE CHOICE

39%
Weekly W ek l
e y

64%

59%
Every 2 weeks Ev e r we e k s
2
y

36%

1%
Every month Ev e ro n t
m
y h

0%

Less often 1%
Les f n
ote

0%

2011 2012

Base: All Supermarket shoppers (n = 1500)

Compared with a year ago, how much impact
has each of the following had on your choice of
Grocery Purchases in the last 12 months?
36

Source: Nielsen Shopper Trends Study 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Consumers are adjusting shopping behavior to better adapt with
tougher times (i.e. consuming larger pack sizes, downgrading as
well).
CONSUMER REACTION TO CHANGES IN CONSUMER BEHAVIOR ACROSS
PRICE INCREASE CATEGORIES IN INFLATIONARY PERIOD
%
Buy more on Change in Volume Change in Pack Change in Brand
‘Promotion’ 66 of consumption size purchased purchased
More amount Big pack Cheaper brand
Buy more Vietnamese
Same amount Same pack Same brand
brands 41
Less amount Small pack Expensive brand

Buy bigger pack sizes 37

Buy cheaper brands 37

Change shopping
channels to save money 36

Buy more of smaller
pack sizes 22

Buy more of Private Label
20
brands
Hair Con

Hair Con

Hair Con
Bouillon

Bouillon

Bouillon
Fab Soft

Fab Soft

Fab Soft
Laundry

Laundry

Laundry
Shampoo

Shampoo

Shampoo
How do you change your shopping habits
to adapt to the price increases?
37

Source: Consumer Omnibus Vietnam, Sept 2011Copyright © 2012 The Nielsen Company. Confidential and proprietary.

In response, retailers & manufacturers offer diversified promotions.

Gas reward programs

Will you be
the 1st to step
into this game?

38


« staying at home more often »
Shopping patterns can emerge with consumer
nesting

- Out Of Home entertainment & restaurants
+ Home cooking
+ Friendliness !
+ TV-viewing rising
Cocooning
39
In both products and Entertainment!

Nesting consumers are heading back to their house.

VALUE & VOLUME % CHANGE YA Value % CHANNEL GROWTH VS. YA
MAT JUL’12 Volume Off vs. On

2011:
713,416 vs. 522,394 stores

285%
Meal Maker
318%
2.6% vs. 2.1%

Beer can 47 %
40 % 1.6% vs. 1.5%

40


Walmart partners with manufacturers on “family meals for less.”

41


In the current climate, consumers and shoppers are
re-appraising their store, brand and
format choices with new lenses.
Rising interest in

Value-seeking
Consumer Value ≠ Price
Consumer Value = Benefits/Price

• price positioning
• simple and innovative Promotions
• new value added initiatives 43


Consumers also seek value through up-trading to more premium
Q ic R t ie a
u k er v ls Q ic R t ie a
u k er v ls

products and/or buying big packs or pouches to save money. 6C ie E h- V lu e% h r | P r dE d gF B 2| SVeo T% C te oy r dE d6CEs2n hV luT ta C te oyeio E d6CEs2n hV luT ta C te oyeio E d gF B 2| S aeo T ta C te oy
it s n o m S ae eio n 6C ie 1n - a luf e ta h rg P io n in Fie1 | h- ro f e% h r | P r d n in Fie1 | h- ro f e% h r | P r d n in E 1
in itE E h h o mo l a e| r e
s r Sa g it B E S aeo o l S ag r
m a e g it B E S aeo o l S ag r
m a e hr f o l a gr

VOLUME SHARE OF PRICE TIER RANGES VOLUME SHARE OF PACK-SIZE RANGES – GT URBAN

Sources: RA, Price Tier market: 6 Cities TT Enh, Shampoo Fabclean DWL HCL
o r e C ie e Pack size market: 36 Cities Enh TT + Rural
o r , A ie E
> e C n a E1 a E1 E1 Small Pack <400ml
S uc : A N ls n| R ta In e ( <V t N m uc d tatoFe 1R ta In e ( <V t N mo r,e A toF e 2 e il In e ( <V t N mo r,e A toF e 2 e il In e ( <V t N m >) d tatoF B 2
e il d x < ie aS >) : a N ls B|2 e il d x < ie a S>) d ta N ls n| R ta d x < ie a S>) d ta N ls n| R ta d x < ie a > , a
>uc : C ie B >uc : C ie B <3kg =<1000L =<500ml
Data ended Mar’12 Big Pack >= 400ml >=3kg >1L >500ml
S uc : A N ls n| R ta In e ( <V t N mo r , dA NM R 2e il In e ( <V t N mr>) A tatoM| R ta In e ( <V t N mo r , dA NF e1 R ta In e ( <V t N m >) d tato
o r e C ie e e il d x < ie a S>)eaC ie A 1R ta d x < ie a uc :, d N ls nRe il d x < ie a S>)eaC ieEn| e il d x < ie a > , a
> c : tato ls n|
u e S >e C ie eA 1
o a 2 > c : tato lsB 2
u

44
S uc : A N ls n|R t il I d x( <V t Nm >) d tat J N2
o r e C ie e ea n e < ie a > , a o A 1
S uc : A N ls n| R ta In e ( <V t N m >) d tatoF B 2
o r e C ie e e il d x < ie a > , a E1

Source: Consumer Omnibus Vietnam, Sept 2011Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Innovation themes…

Taste changing Perfume Fabric Ecobags
Cigarette Softerner

No fried Laundry
Organic Milk
Instant Liquid
products Beverage
Noodle
45


SHOPPERS

Belt Buckling

Connected
Consumers

46


What’s Next: Consumers are
more and more
Connected
**End of 2012: Every 5 Vietnamese consumers, there will be 1 smartphone
and Tablet users will increase from 2% to 5%

2015: Mobile phones will overtake PCs as the most common web access

Speed of action
Offers flexibility 47

Image/Buzz Report 2012
Vietnam Grocery

92% of Vietnamese consumers are more likely to
trust recommendations from people they know*

Conduct product research online 72

Look up product information online 70

Read a grocery retailer's circular/flyer online 59

Compare prices for a grocery product online 59
Browse a manufacturer's website for a grocery
53
category
Look for deals online

Look for coupons from an online coupon site
49

48
63% are
Purchase a product online 47 more likely to trust
Provide feedback about a grocery category through
social media (wrote a review, blogged)
27 consumer opinions
Use a digital shopping list 12
posted online**
Other 11

None of the above 6

Thinking about Household Grocery Shopping, which of the following activities
have you done in the last month on any online connected device?* 48

Sources: * Global Trust in advertising Q3 2011 Vietnam Grocery Report 2012
**Nielsen Global Digital Shopping –Q1 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

To stay in the game, manufacturers keep an eye on internet
advertisements.
Marketing return on investment*

Advertisers’ spending - % Chg YTD – Global Average**

49

Sources: *Nielsen Advanced Analytics Consulting - 2009 Vietnam Grocery Report 2012
**Nielsen Global Ad View Pulse Lite Q1 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Building demand by connecting consumers (with each other and
with their brands).

Collective Buying Power Sharing Experiences

Reviews Ratings

Recommendations Referrals

Forums, Social Q&A

Sharing Ideas

50

Change and adapt… Now!

Shopper Opportunities

Need to Have Private Home
Proximity Label Cooking
Cocooning Speed of
Flexibility of actions

Value-seeking offer M-commerce

Innovation Buzz
Home
Connected Entertainment
products Price E-Promo
51


Thank you

vn.nielsen.com

www.twitter.com/nielsenvietnam

www.facebook.com/vietnamnielsen

52


Vietnam Grocery Report 2012 Highlights Macroeconomic Challenges

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