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The first agency in Vietnam certified 20252 by British Standards Institute Marketing Research Association, USA
Market research top-line September 2011
THEME:
BABY PRODUCTS
About:
Viettrack is the news of FTA Research & Consultant, It is conducted base on a monthly
research. It aims at delivering comment, evaluation and true feeling of research objects about
present time’s economic situation as well as promotion campaigns or products to producers and
marketers. It is expected to help them understand to offer better service to unsatisfied demand
of consumers.
Viettrack Research meet ISO 20252:2006 standard, the international quality standard about
market research.
Viettrack in September 2011:
Sampling size : N=300; include:
HCM = HN = DN = N=100
Sex: Female
Economic class: ABCD
Age: 25 – 35
BABY FASHION
73
68
59
22
19
5
4
Market
Supermarket
Baby fashion shop
Fashion retail chains
Fashion shop for all ages
High-class shopping place(Vincom, Parkson,..)
Metro
69
76
56
10
6
4
TOTAL
N=300 N=100 N=100 N=100
HN DN HCM
82
74
38
13
17
11
8
67
54
82
43
34
5
1
Mothers often combine to go shopping for her baby when they go shopping for herself or her family. Therefore, the shopping places mainly at market or supermarket, next is the baby fashion shop.
Particularly in HN, Most of the mothers go to baby fashion shop (82%) , but in HCM, they rarely come there.
%
Fashion – Shopping place
64
42
25
40
73
40
39
31
Husband/relative
By herself
Friend/co-worker
With her kids
TOTAL HN DN HCM
71
8
45
34
83
71
48
19
N=300 N=100 N=100 N=100
%
They usually go shopping for their baby with her husband or relatives.
Especially, consumers in HN rarely go shopping alone, conversely 71% mothers in DN often go shopping for baby by herself.
Fashion – Go to shopping with…
48%
59%
50%
38%
43%
36%
42%
50%
7%
3%
4%
11%
2%
2%
3%
2%
Total
Younger than 6 months
6-12 months
1-3 years old
Less than 100,000 VND 100,001 – 200,000 VND 200,001 – 300,000 VND 300,001 – 400,000 VND
Based on Total N=300
Overall Fashion – Average expense for a baby clothes
Average price of a baby clothes about 200,000 VND or less
Mothers often choose baby’s clothes with price are less than 100,000 VND for baby younger than 1 year old and 100,000 – 200,000 VND for baby from 1 -3 years old
60% 67% 63%
53%
36% 33% 37%
38%
4% 10%
Total Youngerthan 6months
6-12months
1-3yearsold
Less than 100,000 VND 100,001 – 200,000 VND 200,001 – 300,000 VND 300,001 – 400,000 VND
34%
50% 40%
18%
55%
47% 50%
65%
9% 3%
3% 18% 7%
Total Youngerthan 6months
6-12months
1-3 yearsold
49% 60%
47% 43%
39% 27%
40% 48%
7% 7% 10% 5% 5% 7% 5%
Total Youngerthan 6months
6-12months
1-3 yearsold
HCM HN DN
Based on HCM=HN=ĐN = N=100
Mothers in Da Nang and Hanoi often spend more money for a baby's clothes than in HCM
IN HCM, a baby clothes usually less than 100,000 VND, but from 100,000 VND to 200,000 VND in HN
Particularly in Da Nang, many mothers choose price under 100,000 VND for clothes of baby younger than 1 year old, but from 100.000 VND - 200.000 VND for baby a year old and older
Fashion – Average expense for a baby clothes
8%
11%
9%
5%
35%
41%
36%
31%
26%
23%
28%
26%
15%
9%
13%
20%
8%
8%
7%
10%
8%
8%
8%
8%
Total
Younger than 6 months
6-12 months
1-3 years old
Less than 100,000 VND 100,001 – 200,000 VND 200,001 – 300,000 VND 300,001 – 400,000 VND 400,001 – 500,000 VND 500.000 VND and more
Based on Total N=300
Overall
Shopping expense for baby usually from 100,000 VND - 200,000 VND, especially for baby under 6 months old.
But , there are more mothers accept to spend more money for baby from 6 months old and older
Fashion – Average expenditure for 1 time shopping
13% 13% 13% 13%
31% 37%
27% 30%
18% 20%
20% 15%
16% 7% 23%
18%
13% 13% 10%
15%
9% 10% 7% 10%
Total Youngerthan 6months
6-12months
1-3 yearsold
Less than 100,000 VND 100,001 – 200,000 VND 200,001 – 300,000 VND
300,001 – 400,000 VND 400,001 – 500,000 VND 500.000 VND and more
Based on HCM=HN=ĐN = N=100
10% 17% 13%
39% 40%
33% 43%
25% 23%
33%
20%
13% 10% 7%
20%
9% 7% 10% 10%
Total Youngerthan 6months
6-12months
1-3 yearsold
HCM HN DN
36%
47% 47%
20%
34%
27% 30%
43%
15% 10% 10%
23%
8% 7% 7% 10% 6% 7% 7% 5%
Total Youngerthan 6months
6-12months
1-3yearsold
Fashion – Average expenditure for 1 time shopping
In HCM when going shopping for baby, the most mothers concern about design and color, but when asked about the most important factor, many respondents choose quality of fabric, they pay less attention to the origin and brand.
In HN, consumers seem to be more careful when selecting clothes for baby, they pay much attention to all factors, especially quality of fabric, 67% of respondents answered that quality of fabric is the most important factor.
In DN, apart from quality of fabric and price, they seem to more consider origin than in HCM and HN, 23% of respondent answered that origin is the most important factor..
48% 37%
67%
40%
18% 29%
13%
12%
14% 23%
5%
15%
12% 9%
23%
4% 5%
5% 4% 6% 5%
Color
Brand
Origin
Design
Price
Quality offabric
TOTAL DN HN HCM
N=300 N=100 N=100 N=100
The most important
Fashion – Important factors
Important factors Total HCM HN DN
Quality of fabric 86% 75% 99% 85%
Price 82% 80% 93% 74%
Design 79% 87% 96% 54%
Colour 70% 81% 82% 48%
Origin 63% 36% 83% 70%
Brand 60% 45% 85% 49%
Overall
86
82
79
70
63
60
Quality of fabric
Price
Design
Colour
Origin
Brand
Total
89
76
79
66
61
59
83
79
82
66
59
58
87
90
77
78
68
62
0-6 months 6-12 months 1-3 years old
%
N=300 N=100 N=100 N=100
For children from 0 to 6 months old and from 6 to 12 months old, The most of mothers concern about quality of fabric, followed by design. This is the period when the baby skin are most sensitive, so good fabric and safe/comfortable designed are what mothers concern.
Particularly children from 1-3 years old, many mothers concern about price than others.
Fashion – Important factors
HCM
75
80
87
81
36
45
Quality of fabric
Price
Design
Colour
Origin
Brand
Total
77
67
90
83
33
43
73
77
87
73
23
40
75
93
85
85
48
50
%
N=300 N=100 N=100 N=100
For baby under 1 year old, most of mothers concern about design when selecting clothes for them, followed by color.
Particularly baby from 1 to 3 years old, prices is still factor that many mothers concern
0-6 months 6-12 months 1-3 years old
Fashion – Important factors
Hanoi
99
93
96
82
83
85
Quality of fabric
Price
Design
Colour
Origin
Brand
Total
100
93
97
77
83
83
100
93
97
77
83
80
98
93
95
90
83
90
%
N=300 N=100 N=100 N=100
Quality of fabric is the factor what most of mothers concern when selecting clothes for baby under 3 years old, especially babies from 0 to 12 months old, followed by design.
Particularly baby from 1 to 3 years old, brand and colors are also considered by the most mothers
0-6 months 6-12 months 1-3 years old
Fashion – Important factors
Danang
85
74
54
48
70
49
Quality of fabric
Price
Design
Colour
Origin
Brand
Total
90
67
50
37
67
50
77
67
63
47
70
53
88
85
50
58
73
45
%
N=300 N=100 N=100 N=100
Fabric is still factor that many mothers concern when selecting clothes for baby under 3 years old.
Next are the price and origin. Price is most considered when going shopping for baby from 1-3 years old. And origin is more concerned when baby from 6 months old and older.
0-6 months 6-12 months 1-3 years old
Fashion – Important factors
POWDERED MILK
99%
84%
68%
88%
80%
48%
67%
32%
18%
47%
19%
14%
37%
18%
14%
12%
8%
99%
92%
94%
91%
87%
19%
64%
20%
28%
29%
49%
1%
46%
14%
7%
16%
11%
97%
90%
82%
66%
82%
31%
72%
38%
30%
18%
36%
4%
25%
34%
17%
7%
9%
3%
98%
89%
81%
82%
83%
33%
68%
30%
25%
31%
35%
6%
36%
22%
13%
12%
9%
Dielac
Abbott
Friso
Enfa
Dutch lady
XO (Namyang)
Added awareness Unadded awareness TOM
N=300 N=100 N=100 N=100
Total HCM HN DN
Powdered milk - Brand awareness Dielac has highest TOM brand awareness, especially in HCM and HN
Particularly in DN, Abbott has well awareness
TOTAL
69
65
37
34
25
24
20
Advertisement onTV/radio
Through family/friends
Advertisement onmagazine/newspaper
Through doctor/expert
Through consultant ofmilk company
By yourself
Internet/forum
97
68
48
27
29
22
12
61
48
19
39
19
16
25
48
78
42
36
27
33
22
HN DN HCM
%
N=300 N=100 N=100 N=100
Powdered milk - Source of information
Most of the mothers aware of milk brands through advertising on TV / radio, especially HCM.
However, in Danang, mothers gather the information through family / friends
TOTAL HN DN HCM
66
58
21
21
20
6
Grocery Store
Supermarket
Market
Store/agency of manufacturer
Convenient store
Metro
54
49
33
25
20
7
71
57
16
23
35
7
75
68
14
15
7
5
N=300 N=100 N=100 N=100
%
Powdered milk – Buying place
Most of mothers purchase milk for their baby at the grocery store, followed is the super market, especially in DN
The convenient store is also where consumers in HN choose to buy milk for baby
TOTAL
91
88
81
78
78
Quality
Effect
Price
Origin
Ingredient
93
84
81
65
68
94
98
97
91
99
86
82
65
79
67
HN DN HCM
%
N=300 N=100 N=100 N=100
Powdered milk – Important factors
When choose milk for baby, most of mothers often care about quality and effect Particularly in the HN, mothers seem to consider carefully, more details when choosing milk for baby,
they pay attention to many factors, especially ingredient of milk
67%
81%
73%
47%
25%
15%
16%
44%
1%
3%
1%
2%
2%
3%
4%
Total
HCM
HN
DN
Vietnam United States English Korea Japan Germany
Based on Total N=300
Powdered milk - Origin
Mothers prefer to choose local brands for their baby, particularly in HCM and Hanoi.
Imported milk from the US, it is popular in Da Nang than in two other cities
Based on Total N=300
TOTAL
95
89
79
77
74
Smarter
Strengthen the immunesystem
Gain weight
Healthy
Higher
93
90
94
61
70
97
96
92
97
95
94
82
53
75
57
HN DN HCM
%
N=300 N=100 N=100 N=100
Powdered milk - Usefulness Most of mothers choose milk brands that make baby smarter and strengthen the immune system,
followed by gain weight. Especially, gain weight is more popular in HCM, for children from 0 to 6 months old. Gain weight is
not considered as important factors in Da Nang
Based on Total N=300
TOTAL
95
89
79
77
74
Smarter
Strengthen the immunesystem
Gain weight
Healthy
Higher
93
89
82
83
73
96
89
77
72
71
95
90
79
77
76
%
N=300 N=100 N=100 N=100
Powdered milk - Usefulness
0-6 months 6-12 months 1-3 years old
MILK BOTTLE
Total
HCM
HN
DN
47%
81%
22%
39%
22%
3%
32%
31%
9%
13%
12%
7%
3%
17%
6%
7%
5%
7%
5%
2%
6%
7%
Pigeon BPA Free Dr-Brown Nano Silver Wesser Avent Born Free
Based on Total N=300
Milk bottle – Brand current use
Pigeon bottle is what most mothers choose for baby, especially in HCM, in Hanoi BPA Free seems to be more dominant
Total HCM HN DN
45% 44% 46% 46%
30% 40%
21% 26%
24% 16%
32% 28%
Foreigncountry
Don't care
Domestic
Total HCM HN DN
77% 88%
56%
81%
18% 6%
39%
14%
5% 6% 4% 6%
Don't care
Glass bottle
Plastic bottle
Bottle origin Bottle material
N=300 N=100 N=100 N=100 N=300 N=100 N=100 N=100
Milk bottle - Origin and Material
Most of mothers choose plastic bottle, domestic origin for baby. In HN, glass bottle are more dominant than in HCM
Total HCM HN DN
14% 20%
3%
17%
32% 17% 44%
40%
28% 33% 15%
32% 11% 15%
11%
6% 4% 4%
7%
9% 9%
14%
4% 3% 2% 6% 1%
Total HCM HN DN
52% 64%
48% 40%
33%
29%
35% 38%
10% 4%
14% 14% 1 year and more
10- 12 months
8-10 months
6- 8 months
4- 6 months
2 - 4 months
Less than 2 monthd
Bottle Nipple
N=300 N=100 N=100 N=100 N=300 N=100 N=100 N=100
Milk bottle – Average time to change Average time to change bottle around from 2 to 4 months . However, mothers in HCM often use
longer, about 4 to 6 months
In particular, the nipple are around 2 months to be changed.
TOY FOR BABY
N=300 N=100 N=100 N=100
88
48
35
26
20
20
When seeing nice toy andsuit for kids
Birthday
Whenever know or seeingtoy good for kids
Tet/holiday
Receive her salary
When kids ask for toy
Total
92
48
38
26
18
27
84
61
23
26
16
20
89
38
42
26
26
13
HCM HN DN %
Toy – When they buy?
Time that mothers often buy toys for children is not fixed, they mainly buy when see nice toys, suit for their baby
Total HCM HN DN
52% 51% 50% 54%
38% 40% 40% 35%
10% 10% 10% 10%
Foreign country
Don't care
Domestic
N=300 N=100 N=100 N=100
Toy - Origin
Most of mothers are interested in toys which are made by local company than imported, this is a good opportunity for domestic companies to produce toys
71
67
63
55
54
53
To soothe a crying baby
To help baby smarter
Help baby developimagination
To help them recoginethings around
Help them discriminatecolors
Help them learn to create
Total HCM HN DN
62
64
69
57
59
58
86
78
60
50
54
48
68
61
58
56
49
52
%
N=300 N=100 N=100 N=100
Toy - Benefit To soothe a crying baby is the common purpose when mothers buy toy for her baby, next is to
help her baby smarter
As for HCM, the benefit that many mothers choose is to help children develop imagination
BABY’S DISEASES
82
68
42
17
22
20
1
7
5
75
69
40
18
15
13
10
5
5
Cough
Fever
Sore throat
Diarrhoea
Constipation
Rhinitis
Regurgitate
Heat rash
Varicella
Total
61
71
37
18
14
9
21
4
3
81
69
40
19
8
9
11
2
6
%
N=300 N=100 N=100 N=100
Popular baby’s diseases Baby under 3 years old often have cough, fever and sore throat, the disease is most common for ages
from 1 to 3 years old. Especially, many baby in HCM have a cough than in Hanoi and Danang, in HN, there are less sick baby
than in other areas . Perhaps because the weather in HCM better than in HN and DN, so mothers here more subjective.
Constipation disease common in baby from 1-3 years old and mainly in HN
0-6 months 6-12 months 1-3 years old
Based on Total N=300
75
69
40
18
15
13
10
5
Cough
Fever
Sore throat
Diarrhoea
Constipation
Rhinitis
Regurgitate
Heat rash
Total HCM HN DN
79
71
51
16
11
14
8
5
71
57
30
17
24
12
17
1
76
79
38
20
11
14
5
8
%
N=300 N=100 N=100 N=100
Popular baby’s diseases
Total HCM HN DN
34% 41%
29% 31%
24% 18%
26% 28%
12% 12% 13%
11%
9% 8% 9% 8%
7% 6% 6% 8% 6% 6% 7%
6% 6% 7% 6% 5%
3% 3% 4% 2% Others
Footwear
Entertaiment
Toy
Medicine
Clothes
Eat & drink
Milk
N=300 N=100 N=100 N=100
Monthly expense
Accounted the most for monthly cost of baby is milk, followed by cost for food. Specially in HCM consumers spend more than 40% for milk in total monthly cost of child
500000
700000
900000
1100000
1300000
1500000
1700000
1900000
2100000
2300000
Total HCM HN DN
Younger than 6 months 6-12 months 1-3 years old
N=300 N=100 N=100 N=100
Average monthly expense On average, mothers in HCM spend more money for baby than in DN and HN. Mothers spend most money for baby from 6 to 12 months in HCM and from 1 to 3 years old in
HN.
Thank you
The first agency in Vietnam certified 20252 by British Standards Institute Marketing Research Association, USA
