Tet period: 4 weeks before the first day of

Lunar New Year (4 w/e 2018/2/18)

VND

6,286 bln

VND

27,090 bln

vs normal ~2x

Source: Kantar Worldpanel | Households Panel | Urban 4 key cities & Rural Vietnam | FMCG Including Gifts |Tet period: 4 weeks before the first day of Lunar New Year (4 w/e 2018/2/18)

URBAN 4 CITES RURAL

Value for In-home Purchases

Tet 2018

In-home purchases during Tet 2018 is estimated to reach over 45 trillion VND

for total Vietnam (nearly double value of normal month)

*Consumption of Sub-urban/ secondary cities equals 80% of that of Urban 4 cities

$USD

278m $USD

1,198m

= ~1% of Vietnam’s annual GDP (2017)

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm

1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm

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Heading Baseline

Left Margin Right Margin

3

Tet 2018 is on par with Tet 2017, the highest record in a few years back, in Urban 4 while

continuing to pick up in Rural

Source: Kantar Worldpanel | Household Panel | Urban Vietnam 4 key cities & Rural | FMCG including gifts | Rolling 4 w/e

Tet 2016: 8 Feb Tet 2017: 28 Jan Tet 2018: 16 Feb Tet 2016: 8 Feb Tet 2017: 28 Jan Tet 2018: 16 Feb

Urban 4 cities Rural

4% vs YA

11% vs YA

2% vs YA

13% vs YA

14% vs YA

9% vs YA

162

170

163

176

195

211

Index vs.

normal month

4

# cate overtime

#Upsizing

Tet 2013 Tet 2014 Tet 2015 Tet 2016 Tet 2017 Tet 2018

15.0 14.8 14.3 14.6 14.6 13.5

Urban Rural

Tet 2013 Tet 2014 Tet 2015 Tet 2016 Tet 2017 Tet 2018

12.447 13.072 13.172 13.099 12.902 12.507

Source: Kantar Worldpanel | Household Panel | Urban Vietnam 4 key cities & Rural | FMCG excluding gifts

In Urban, consumers are trending to simplify their Tet basket

14.8

14.3 14.6 14.6

13.5

Tet 2014 Tet 2015 Tet 2016 Tet 2017 Tet 2018

Average number of FMCG categories in Tet basket over time

Upsize 43.60

Stable 20.35

Downsize 36.05

URBAN 4 CITIES

5

TRAVEL REAL

ESTATE

AUTO

SALES

ELECTRONICS

SALES

+20%

Source: Hai Quan Online | Ministry of Construction | VnExpress | Thoi Bao Ngan Hang

more tours booked compared to

normal months

80% are international tours

+8% more transactions for used cars in

quarter 4 compared to quarter 3

+18-20% more transactions in October

compared to previous months

More purchasing/mortgage incentives

(0% interest rate, 3-4% discount)

Car dealerships are

out of stock

Up to 50% discount on appliances from major

retailers

value spend on smartphones

+20-30%

Upper-midrange

smartphones on the rise (>10mln)

… and turn more their attention to non-FMCG purchases which are on the rise in this hottest

season

6

Meanwhile, many categories in Rural achieve impressive performance this Tet

RURAL

Source: Kantar Worldpanel | Household Panel | Urban Vietnam 4 key cities & Rural | FMCG excluding Gift | Tet 2018 vs Tet 2017

Based on Consumer Reach Points (CRP) growth

Hair Colorant Tonic Food Drink Hybrid Drink RTD GUM

+49% +40% +41% +41%

Ice-Cream

Chocolate Bathroom &

Toilet Cleaner Liquid Detergent

+36%

+34% +33% +26%

Hand Washing

+25%

Fruit Juice

+23%

67.1%

(-2.0 pts

vs YA)

+8.3%

Gifting is the growth driver of Tet 2018, indicating a huge opportunity to capture. Yet, real

consumption in Rural still enjoys strong growth

% Value growth

Tet 18 vs. Tet 17

URBAN 4 CITIES RURAL vs last Tet

32.9% (+2.0 pts

vs YA)

66.8% (-4.1 pts vs

YA)

+30.1%

Gifting

33.2% (+4.0 pts vs

YA)

% Value contribution

Tet 18

-1.6%

Source: Kantar Worldpanel | Households Panel | Urban 4 key cities & Rural Vietnam | FMCG Including Gifts | Tet period: 4 weeks before the first day of Lunar New Year

+7.0%

Real Purchase Real Purchase

+13.7% +1.5%

Gifting

vs last Tet

8

Out of total Tet value, ¾ fall in the last two weeks of Tet period. Urban consumers tend to stock

up earlier (gradually from week 2) while Rural consumers delay purchase till the very last week.

16%

20%

31%

33%

Week 1 Week 2 Week 3 Week 4

16%

18%

28%

39%

Tet week

% Value Share among Tet 2018

URBAN

4 CITIES

2018

2017

12%

14%

24%

50%

12%

14%

23%

51% RURAL

Source: Kantar Worldpanel | Households Panel | Urban 4 key cities & Rural Vietnam | FMCG Including Gifts | Tet period: 4 weeks before the first day of Lunar New Year (4 w/e 2018/2/18)

11

218

240

256

159

185

226

Tet 2016 Tet 2017 Tet 2018

Value of each gifting occasion

(000 VND)

4 in 5 people receive FMCG as gift at Tet with gifting value uplifts across years. Rural areas

are catching up with Urban in terms of gifting value

No. of people receiving FMCG as Gift

Tet 2018

URBAN 4 CITIES RURAL

80% 77%

Source: Kantar Worldpanel | Households Panel | Urban 4 key cities & Rural Vietnam | FMCG Gifts only | Tet 2018

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm

1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm

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12

Top 10 most chosen categories for gifting in Tet 2018

URBAN 4 CITIES

2.0M

1.5M

2.5M

1.3M

0.5M

0.4M

0.4M

0.3M

0.3M

0.3M

Biscuits & Cakes Carbonated

Soft Drink Instant Coffee Instant Noodle Snack & Nuts Loose Leaf Tea Chocolate Candy

12.6M

10.8M

6.6M

3.7M

3.2M

2.4M

2.1M

1.3M

1.0M

0.7M

Beer Carbonated

Soft Drink Instant Coffee Instant Noodle Energy Drink RTD Tea Candy

RURAL

Source: Kantar Worldpanel | Household Panel | Urban Vietnam 4 key cities & Rural | FMCG Gifts only | Tet 2018

Biscuits & Cakes Cooking Aids Loose Leaf Tea

Cooking Aids Beer

Based on Consumer Reach Points (CRP) = Population * Penetration * Frequency

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm

1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm

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13

SNACKS & NUTS INSTANT COFFEE CHOCOLATE PROCESSED FOOD CANNED FOOD

TOOTHPASTE READY-TO-DRINK TEA

Based on Consumer Reach Points (CRP) Growth %

Source: Kantar Worldpanel | Household Panel | Urban Vietnam 4 key cities & Rural | FMCG Gifts only | Tet 2018 vs Tet 2017

URBAN

4 CITIES

RURAL

+18.1%

+14.1%

+12.3%

+11.9%

+11.9%

+219.8%

+53.9%

Top risers for gifting in Tet 2018

INSTANT TEA

+34.3%

FRUIT JUICE

+19.3%

SOYA SAUCE

+13.1%

16

Source: Kantar Worldpanel | Household Panel | Urban Vietnam 4 key cities & Rural | FMCG excluding gifts | Categories >5% penetration

Upsizing trend is observed in Tet basket

Confectionery Snack & nuts Processed

sausage Cooking oil Powder

detergent Frozen food Granules Shampoo Ketchup

Top up-sizing categories (based on pack size change % vs normal month)

Liquor Hair

conditioner Loose leaf

tea Fruit juice

Ground

coffee Granules Confectionery Snack & nuts Cooking oil

1 2 3 4 5 6 7 8 9 10

URBAN 4 CITIES

RURAL

+124% +107% +17% +17% +16% +16% +15% +15% +12%

+95% +38% +22% +21% +18% +16% +138% +87% +17%

Hair

conditioner

+12%

Liquid bath

+15%

Handwashing Carbonated

soft drink

Powder tonic

food drink

Loose leaf

tea Fish sauce Table napkin Instant coffee

Hair

conditioner Beer

Facial

moisturizer

17

Source: Kantar Worldpanel | Household Panel | Urban Vietnam 4 key cities & Rural | FMCG excluding gifts | Categories >5% penetration

Consumers are also willing to pay more or chose premium options for Tet celebration

Loose

leaf tea Snack &

nuts

Facial

cleanser Facial

moisturizer Tea bag Frozen food

Carbonated

soft drink Ice-cream Fish sauce

Top up-trading categories (based on average price change % vs normal month)

Biscuits &

cakes

1 2 3 4 5 6 7 8 9 10

URBAN 4 CITIES

RURAL

+18% +23% +18% +16% +16% +15% +13% +7% +5% +19%

+21% +20% +17% +17% +14% +11% +10% +27% +18% +10%

20

Index Tet 2018 vs

normal month

-3.2%

-1.6%

+5.0%

+13.1%

+183.1%

Value growth

vs last Tet (%)

Source: Kantar Worldpanel | Household Panel | Urban Vietnam 4 key cities | FMCG excluding Gift | Tet period: 4 weeks before the first day of Lunar New Year

They even move to higher-priced channels for the diversity of choices and online shopping for

convenience

Modern trade performs better than traditional trade this Tet and is riding the growth

118.7

142.4 141.4 130.6

183.8

General Trade Modern Trade Hyper & Super Mini Stores Online

Which categories are driving the growth of modern channels at Tet?

Category portfolio for Tet basket in H&S looks diverse, Ministores skew to Food & Beverage while Personal Care are popular

items in online basket

21

HYPER & SUPER MINISTORE ONLINE

Category

Ready-To-Drink Tea

Liquid Detergent

Ketchup

Granules

Box Tissue

Beer

Hair Conditioner

Fabric Softener

Facial Cleanser

Cup Yogurt

Category

Snack & Nuts

Granules

Cheese

Sauce

Paper products

Instant Noodle

Ice Cream

Ready-To-Drink Tea

Sausage

Instant Coffee

Category

Facial Moisturizer

Liquid Detergent

Shampoo

Lipstick

Hair Conditioner

Cooking Oil

Snack & Nuts

Baby Diaper

Source: Kantar Worldpanel | Household Panel | Urban Vietnam 4 key cities | FMCG excluding Gift | Based on Value growth Tet 2018 vs Tet 2017

23

SUMMARY

Tet 2018 is estimated to reach ~1% of total country’s GDP (over 45 trillion VND)

In Urban, this Tet is on par with last Tet as Urban consumers are simplifying their

Tet basket and turn their attention to non-FMCG items

In Rural, Tet 2018 continues to enjoy strong growth

Gifting is the growth driver of Tet with value uplifts over time

o Tet gifting basket for Rural nearly equals to Urban

Peak time for Rural shoppers is 1 week before Tet while 2 weeks for Urban

shoppers

Changing behaviors:

o Up-trading in terms of both product and channel choices. Shopping basket

becomes more premium

o Upsizing versus normal month

Tet basket repertoire is diverse for Hyper & Supermarkets, while Ministores skew

to Food & Beverage, and Online shopping favors Personal Care

Kantar Worldpanel is the global expert in shoppers’ behavior.

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solutions, Kantar Worldpanel inspires successful decisions by brand

owners, retailers, market analysts and government organizations

globally.

With over 60 years’ experience, a team of 3,500, and services

covering 60 countries directly or through partners, Kantar Worldpanel

turns purchase behavior into competitive advantage in markets as

diverse as FMCG, impulse products, fashion, baby,

telecommunications and entertainment, among many others.

For further information, please visit us at

www.kantarworldpanel.com.vn

Contact us

Nguyen Thi Nhu Ngoc

Associate Marketing Manager

Email: nhungoc.nguyenthi@kantarworldpanel.com

Tel: +84 8 39306631 | Fax: +84 8 39306632 | Mob: +84 (0)988 445

401

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