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Myanmar Country Overview
June 27-28, 2012 Bangkok Thailand
© TNS 2011
Activation Day 2
TNS Growth Map MYANMAR
Myanmar Agenda
Demographics
Population
Wealth
Consumer Facts
Retail Environment
TNS Landscape Survey
Consumer
Retail
Q&A
Visits to Myanmar / Worldbank / IMF / MMRD / Secondary articles &publications CIA Fact book / Previous TNS Research
Sources:
88
123,000
1,500
3,300
69
318,000
4,600
9,700
54
50,000
1,000 1,300
Population GDP Total GDP / Capita PPP
Vietnam
Thailand
Myanmar
Myanmar in perspective
Roughly Myanmar is 2/3rd the size of Vietnam, has 15% the GDP of
Thailand, 20% of Thailand’s income and a minuscule Purchasing
Power Parity compared to Vietnam and Thailand… however it’s GDP
growth could easily exceed 10% in the next few years versus Vietnam,
4/5%, Thailand 5/6%!
Myanmar background
Most sanctions lifted since May 18, 2012, driving economic growth sharply
GDP = 5.5% in 2011 / GDP = 6.0 in 2012 / GDP = 6.3% in 2013 (ADB estimates)
– These estimates are conservative, if government continues path to reform
New laws facilitate foreign direct investment offering 5 year tax exemptions
– Investment forms: MIC License / Trade Licence / Incorporation Branch Office
Lowest income per capita in ASEAN, with 32% living on or below poverty line
Member of ASEAN & WTO
Financial and technological
infrastructure is rudimentary
at best
Myanmar is open for Business
Population
Myanmar Population
Population: 55 Million
Metropolitan 10%
Urban = 23%
Rural = 67%
24th largest population globally
Directly borders with 40% of the world’s population
Birth Growth Rate: 1.7 on average over last 10 years
Ethnicity: 135 Ethnic groups - Bamar = 68%
Gender split: 54% Female - 46% Male
Education: 54% high school / 11% secondary education
two third of population live in one third of land
area
Major city populations
# City name Division Population
1 Yangon Yangon 4,572,948
2 Mandalay Mandalay 1,237,028
3 Naypyidaw Mandalay 924,608
4 Mawlamyaing Mon 451,011
5 Bago Bago 248,899
6 Pathein Ayeyawady 241,624
7 Monywa Sagaing 185,783
8 Meiktila Mandalay 181,744
9 Sittwe Rahkine 181,172
10 Mergui Tanintharyi 177,961
Total 10 top cities 8,402,778
10 biggest cities support 15.5% of total population
Age Group
% Population
(Million) 0 - 9 19% 10.2
10 - 17 15% 8.3 18 - 24 13% 6.9 25 - 34 17% 9.1 35 - 49 20% 10.6 50 - 64 12% 6.4
65+ 5% 2.6
Age demographics
47% of population under 25, one of the youngest populations in Asia
Ethnic groups
ethnic group percent
Bamar 68%
Shan 9%
Karen 7%
Rakhine 3.5%
Chinese 2.5%
Mon 2%
Kachin 1.5%
Chin 1%
Indians 1.25%
Kayah 0.75%
Other groups 4.5%
Myanmar ethnically is very diverse, but major urban centres
are predominately Bamar
Religion Religion Percent
Buddhism 89%
Christianity 4%
Islam 4%
Others including Atheism, Animism and Chinese folk religion
2%
Hinduism 1%
Myanmar is very homogeneous religiously, and genuinely Buddhist
Regional breakdowns
No.
State/Region Districts Townships
Cities/ Towns
Wards Village groups
Villages
1 Kachin State 3 18 20 116 606 2630
2 Kayah State 2 7 7 29 79 624
3 Kayin State 3 7 10 46 376 2092
4 Chin State 2 9 9 29 475 1355
5 Sagaing 8 37 37 171 1769 6095
6 Tanintharyi 3 10 10 63 265 1255
7 Bago Region 4 28 33 246 1424 6498
8 Magway 5 25 26 160 1543 4774
9 Mandalay 7 31 29 259 1611 5472
10 Mon State 2 10 11 69 381 1199
11 Rakhine 4 17 17 120 1041 3871
12 Yangon 4 45 20 685 634 2119
13 Shan State 11 54 54 336 1626 15513
14 Ayeyarwady 6 26 29 219 1912 11651
Total 63 324 312 2548 13742 65148
Myanmar consists of 14 regions, 63 Districts, 312 cities and 65,000 villages
Wealth
Myanmar Wealth
GDP: $50 billion -2011 est.
GDP growth rates: 5.5% - 2011 / 6.0 %- 2012 / 6.3% - 2013
Income: US $900 / capita / year
Purchase Power Parity: US $1,300 (# 206 in world)
GDP By sector: agriculture: 43% / industry: 20.5% / services: 36.6%
Poverty line: 32% estimated living below Poverty line
Inflation Rate: 8.9% (2011 est.)
Metro Myanmar Monthly SEC breakdown
A B
C
D
E
500,001 - 1,000,000
US $626-US $1,250
300,001-500,000
US $376-US $625
150,001-300,00
US $190-US $375
Up to 150,000
US$ 190
1,000,000 K Plus
US $1,251 Plus A
B
D
C
E
Income
SEC Yangon Mandalay Total
Country
A 8% 8%
75% of
total pop
2%
B 33% 31% 12%
C 34% 36% 25%
D 19% 16% 29%
E 6% 9% 32%
Metro Myanmar has surprising high percentage of high net value
individuals, however over 30% of the population live in abject poverty
and of the remaining 36 million half could be considered consumer class
Consumer Facts
Myanmar consumer facts
95% of all brands imported
Different price points based on country of origin
Durables Ownership
54.8%
51.4%
49.9%
48.8%
33.7%
12.2%
7.5%
3.8%
3.6%
2.2%
1.9%
0.3%
Television
Bicycle
Video/VCD/DVD/EVD Player
Radio
Motor Cycle
Refrigerator
Telephone (mobile/ line)
Washing Machine
Computer (PC/ Laptop)
Air conditioner
Car
Internet
Ownership in Myanmar is very
similar to that of Vietnam 15
years ago, highlighting the huge
opportunity the country presents
Media Spend in Million USD and % Medium
38.6 57.0
77.8
2009 2010 2011
Remark: Outdoor covered for 13 major cities only.
57% 61% 58%
8% 7% 8% 8% 7% 7%
22% 19% 21%
6% 6% 5%
2009 2010 2011
Television Newspaper Magazine Journal Outdoor
Advertising spend in exploding and ruled by TV…
a very traditional Media market
Retail Landscape
Retail overview
Market retail value of a country stands around 15% of its GDP.
Retail market size = US $5-7.5 billion
2011 growth rate = 20%
Driven heavily by imports
= supply driven market
On average, shoppers visit their stores
up to 3.5 times a week
Average spend = 3,500 kyats spending
per trip (800 Kyats = US $1.00)
Traditional Trade
Any successful retail strategy in Myanmar must integrate traditional trade as its main
pillar
Traditional trade = 90%-95% of total retail
20,000 stores represent roughly
60% of total retail value
Average number of suppliers per retail
outlet = 16
Traditional Trade store assortment
counts between 500 and 1,000 skus.
Modern Trade
Before being a modern trade retailer, one has to be an importer = most foreign products imported from China, Thailand, Malaysia, Vietnam, Japan...
Modern Trade stores offer P&G
girls promotions and almost
every brand available to man
