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Kantar Worldpanel
12 weeks period ending 15 June 2014 (12 w/e P6/14)
Urban 4 Key Cities & Rural Vietnam
Previous Start
An integrated update of Vietnam FMCG market
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Kantar Worldpanel
KEY INDICATORS
GDP growth quickens
in Quarter 2.
FMCG TRENDS
FMCG growth in Urban
has not escaped its
current slowdown.
Meanwhile, Rural market
is losing its momentum.
HOT CATEGORIES
Oyster Sauce in Urban
and Shower Gel in Rural.
RETAIL LANDSCAPE
Most key channels in Urban
remain stagnant. In Rural,
Street Shop is holding
strong its position.
SPOTLIGHT ON VN
Purchasing Konfidence
is stabilizing at 8.1
points, after a slight
uplift from last year.
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Kantar Worldpanel
FMCG Growth

GDP growth quickens
to 5.25% in Quarter 2 over the
same period last year, up from
the 5.0% increase seen in
Quarter 1.

Urban FMCG market is
struggling to maintain growth
while Rural market is losing its
momentum.
FMCG TRENDS HOT CATEGORIES RETAIL LANDSCAPE SPOTLIGHT ON VIETNAM
KEY INDICATORS
*: 12 weeks ending 15 June 2014 vs. year ago
Source: GSO
Kantar Worldpanel Households Panel Urban 4 Key Cities & Rural Vietnam Total FMCG excluding Gift
GDP
+5.3%
+5.0%
Q214 vs. YA
Q213 vs. YA
CPI
+5.0%
+6.7%
June14 vs. YA
June13 vs. YA
URBAN
+5% in Value
RURAL
12 weeks ending P6/14 vs. YA
+2% in Volume
+11% in Value
+8% in Volume
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Kantar Worldpanel
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KEY INDICATORS HOT CATEGORIES RETAIL LANDSCAPE SPOTLIGHT ON VIETNAM
FMCG TRENDS
Urban Rural
FMCG 12 WEEKLY YEAR-ON-YEAR CHANGE (%)
Avg. Price paid* Value Volume** % change
*: To calculate FMCG price paid change, we calculate how much price contributes to the value change for each category, sum up these contributions and relate to value YA
**: To calculate FMCG volume change, we calculate how much volume contributes to the value change for each category, sum up these contributions and relate to value YA
(this results in an average category change in volume)
Source: Kantar Worldpanel Households Panel Urban 4 Key Cities & Rural Vietnam - Total FMCG excluding Gift
FMCG growth in Urban has
not escaped its current
slowdown trend. Meanwhile,
Rural market is losing its
momentum.
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Kantar Worldpanel
KEY INDICATORS HOT CATEGORIES RETAIL LANDSCAPE SPOTLIGHT ON VIETNAM
FMCG TRENDS
VALUE CHANGE (%)
Dairy
Packaged Foods
Beverages
Personal care
Home care
Total FMCG 2
0
2
5
2
3
URBAN 4 CITIES
5
5
6
4
6
4
VOLUME* CHANGE (%)
Dairy
Packaged Foods
Beverages
Personal care
Home care
Total FMCG
8
6
10
6
15
9
RURAL
11
10
16
7
23
9
*: To calculate FMCG volume change, we calculate how much volume contributes to the value change for each
category, sum up these contributions and relate to value YA (this results in an average category change in volume)
Source: Kantar Worldpanel Households Panel Urban 4 Key Cities & Rural Vietnam Total FMCG excluding Gift
12 w/e P6/14 vs. YA
Growth is quite stagnant
across different sectors in
Urban. Noticeably, Dairy
reports no increase in terms
of volume.

In Rural, Packaged Foods
and Dairy are lagging
behind with modest growth.
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Kantar Worldpanel
KEY INDICATORS FMCG TRENDS RETAIL LANDSCAPE SPOTLIGHT ON VIETNAM
HOT CATEGORIES
In Urban, a heavier
consumption pattern helps
Oyster Sauce achieve 38%
increase in total volume
consumption.
In Rural, Shower Gel lifts up
by 39% in volume by
expanding its reach to
additionally 744,000 new
Rural households and
increasing average volume
consumption by 16%.
VOL CHANGE %
+39% SHOWER GEL
RURAL
+4.3pt
Penetration
Incremental of 744,000 households
+16%
Average volume per buyer
Increase volume purchase by 16%
VOL CHANGE %
+38% OYSTER SAUCE
URBAN 4 CITIES
Penetration
Incremental of 46,000 households
+1.8pt
+11%
Average volume per buyer
Increase volume purchase by 11%
Source: Kantar Worldpanel Households Panel Urban 4 Key Cities & Rural Vietnam Total FMCG excluding Gift
12 w/e P6/14 vs. YA
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Kantar Worldpanel
KEY INDICATORS FMCG TRENDS HOT CATEGORIES SPOTLIGHT ON VIETNAM
RETAIL LANDSCAPE
Street Shops Wet Market Modern Trade Specialty Direct Sales Others
62
12
18
4
2 2
Street shops
Wet market
Modern trade
> Hyper/Supermarket
> Ministores
Growth -0.5% -0.5% < Growth < 5%
Growth >15% 5% Growth 15%
63 11
17
5
2 2
62
11
17
5
2 3
71
23
2 4
73
21
2
5
74
20
2
4
Street shops
Wet market
Modern trade
12 w/e P612 12 w/e P613 12 w/e P614
12 w/e P612 12 w/e P613 12 w/e P614
Source: Kantar Worldpanel Households Panel Urban 4 Key Cities & Rural Vietnam Total FMCG excluding Gift
Urban
Rural
12 w/e P613
vs. YA
12 w/e P614
vs. YA
% Value Share
All key channels remain
stagnant while Wet Market is
shrinking over the past
quarter in Urban.

Street Shop is holding strong
its position in Rural while
Modern Trade is showing
some slowdown compared
with the same period last
year.
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Kantar Worldpanel
6.9
2.0
3.3
4.3
Q3'13 Q4'13 Q1'14 Q2'14
KEY INDICATORS FMCG TRENDS HOT CATEGORIES RETAIL LANDSCAPE
SPOTLIGHT ON VIETNAM
Source: Kantar Worldpanel Households Panel Urban 4 Key Cities
A NEW KANTAR WORLDPANELS INDICATOR
MADE OF 3 COMPONENTS
PURCHASING CAPABILITY
7.4
7.1
8.1
8.1
Q3'13 Q4'13 Q1'14 Q2'14
Purchasing Confidence
Purchasing Konfidence is stabilizing at 8.1 points,
after a slight uplift from last year. Though being
more optimistic about the inflation and their
financial situation in the coming months,
consumers are less willing to spend money.
Meanwhile, real purchase behavior remains low
in shopping for FMCG.
WILLINGNESS TO BUY
REAL PURCHASE
9.9
11.9
19.2 19.3
Q3'13 Q4'13 Q1'14 Q2'14
A higher Purchasing capability as consumers are
more optimistic with the inflation and their
financial situation in the coming months.
However a majority of them agree that theyre
facing some budget constraints at the present.
A continuous drop in Willingness to Buy as
consumers dont think its the right time to make
major purchase such as equipment, furniture,
etc. Meanwhile, they are also less willing to
spend more on everyday grocery shopping.
Real Purchase witnesses very slight
improvement and remains low at 4.3 points
as households keep tight control on their
FMCG budget.
6.1
12.5
6.8
4.5
Q3'13 Q4'13 Q1'14 Q2'14
Kantar Worldpanel
About Kantar Worldpanel
Kantar Worldpanel is the world leader in consumer knowledge and insights based on
continuous consumer panels. Its High Definition Inspiration approach combines market
monitoring, advanced analytics and tailored market research solutions to deliver both the
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With over 60 years experience, a team of 3,500, and services covering more than 55
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Contact us

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tel: +84 8 39306631 | fax: +84 8 39306632
email: vietnam@kantarworldpanel.com | website: www.kantarworldpanel.com.vn

KWP_VN Kantar Worldpanel Vietnam