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July 2012
Copyright © W&S Company Limited - 2012
Snacking habits of the youth in Vietnam
Research information
Survey on snacking habits of the youth in Vietnam
• Timing : 20th April – 4th May 2012
• Total sample size : 563
• Research area :All cities and provinces in Vietnam
• Gender : Male and Female
• Age : 16 – 29 years old
• Research objectives : Find out snacking habits of the youth in Vietnam and explore
growth opportunities for super hygienic snacking restaurants.
Copyright © W&S Company Limited - 2012
This research study is conducted by W&S Company Limited (100% Japanese invested) and
based on online panel of Vinaresearch.net
Copyright © W&S Company Limited - 2012
1. Snacking habit
Snacking restaurants have been familiar with Vietnamese young people. In fact, there is more than 60% of the surveyed people who have come to these restaurants in recent 3 months. More surprisingly, 90% of these people usually go out for snacking at least once a week and female group has a tendency of being more frequent than male one.
Most respondents usually feel appetite for snacking at sunset and evening time (76.0%).
More than 50% male and female chose snacking restaurants because of ‘good taste and cheap’. While male group comes these restaurants for ‘suitable place to eat with friends, colleagues’ (54.5%), female mainly comes for ‘Love snacking dishes’ (68.0%)
2. Snacking dishes
The surveyed people usually order ‘Sweet soups’, ‘Flipped duck eggs’ and ‘Fruits dish’. Besides that, ‘Mixing rice paper’, ‘Fried popcorn’, ‘Gracilaria’ and ‘Fired fish-ball’ are also Vietnamese young people’s favorite.
10.000 – 20.000 / dish is the most reasonable price to pay when going out for snacking.
Executive summary (1)
Copyright © W&S Company Limited - 2012
3. Place for snacking
6 over 10 surveyed people eat at snacking restaurants such as ‘sidewalk restaurants’ and ‘coffee / milky tea shops’ in recent 3 months.
To satisfy hygienic snacking demand of the youth, models of ‘super hygienic snacking restaurants’ have been forming. However, the percentage of choosing these type is only 28.7%.
4. Ideal snacking restaurant – Super hygienic
Most of the surveyed people chose super hygienic snacking restaurants because of ‘Food’s safety and hygiene’, ‘Cool and airy space’ and ‘Good and polite service style’.
Regarding an ideal snacking restaurant, there are top three concern things: ‘Reasonable price’, ‘Hygienic food’ , and ‘Good taste’.
In conclusion, an ideal snacking restaurant needs to have two more things which are not less important: ‘Reasonable price’ and ‘Delicious and appetizing dishes’.
Executive summary (2)
Copyright © W&S Company Limited - 2012
Snacking habits 6 - 11
Snacking dishes 12 - 16
Location for snacking 17 - 22
Ideal snacking restaurant – Super hygienic 23 - 29
1
2
3
4
Table of content
SNACKING HABIT
Copyright © W&S Company Limited - 2012
Snacking – Habit of the youth
Snacking habits
The survey result state that 6 over 10 surveyed people came to snacking restaurants within recent 3 months. 90% of these target respondents go out for snacking at least once a week, including male and female.
26.8% 23.4% 30.7%
22.6% 23.0%
23.2%
29.3% 32.8%
27.8%
10.1% 9.0%
11.4%
7.6% 10.2% 5.9%
1.2% 1.6% 1.0%
Total (N=563) Male (N=253) Female (N=310)
Frequency of snacking habit
Once a month
2 - 3 times permonth
Once a week
2 - 3 times perweek
4-5 times perweek
Everyday
Copyright © W&S Company Limited - 2012
Most people feel appetite for snacking in the afternoon
Snacking habits
5 - 6 p.m. is popular timing for snacking.
4.0% 5.1%
25.1%
28.5%
22.4%
4.4% 5.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Morning At noon(10 - 12 a.m.)
Earlyafternoon
( 3 - 4 p.m.)
Lateafternoon
(5 - 6 p.m.)
Evening(7 - 8 p.m.)
Midnight(10 - 11 p.m.)
Any time
15.0%
16.7%
24.5%
23.2%
18.6%
32.4%
45.1%
40.8%
68.0%
50.7%
65.7%
60.8%
13.1%
19.7%
20.5%
23.4%
26.2%
29.9%
36.1%
41.0%
42.6%
49.6%
50.0%
54.5% Male
Female
Copyright © W&S Company Limited - 2012
Reason for coming to snacking restaurants
Snacking habits
Female group comes to snacking restaurants mainly for ‘Love snacking dishes’. In contrast, the reason of male group is mostly ‘Suitable to go out with friends, colleagues’.
Suitable to go out with friends, colleagues
Good taste and cheap
Invited by friends
Love snacking dishes
Hungry
Release stress
Habit
Save time
Collect addresses of snacking restaurants to introduce with friends
Remind pupil or student time
Widely sold
Long time no eat
SNACKING DISHES
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‘Sweet soups’ and ‘Flipped duck eggs’ are the most favorite dishes.
Snacking dishes
14.7%
11.8%
19.8%
19.8%
24.9%
25.5%
32.9%
37.8%
38.0%
38.4%
40.9%
44.5%
47.8%
52.2%
54.2%
55.5%
75.1%
0.0% 50.0% 100.0%
Others
Grilled octopus
Fried/boiled ravioli
"Pha lau"
Soups
Papaya/mango salad
Fried dough
"Goi cuon/Bo bia"
"Banh Beo/Bot loc/Banh nam"…
Grilled chicken legs
Fried fish-ball/beef-ball
Gracilaria/ flan cake
Boiled/fried/baked popcorn
Mixing/baking/rolling rice paper
Fruits dish
Flipped duck eggs
Sweet soups
Other favorite snacking dishes
Snacking dishes
Snacking dishes in Vietnam are diversified and rich. Besides the above dishes, ‘Mixing/baking/rolling rice paper ’, ‘Boiled/fried/baked popcorn, ‘Gracilaria/ flan cake’ and ‘Fried fish-ball/beef-ball ’ are also welcomed and consumed.
Copyright © W&S Company Limited - 2012
Mixing / baking / rolling
rice paper
Fruits dish
Copyright © W&S Company Limited - 2012
For light snack dishes such as sweet soups, flipped duck eggs, boiled/fried/baked popcorn, etc., the surveyed people usually pay under 10,000 VND for each dish.
Snacking dishes
50,000 VND and above
30,001 – 50,000 VND
20,001 – 30,000 VND
10,000 – 20,000 VND
Under 10,000VND
Flipped duck eggs
Boiled/fried/baked popcorn
Mixing/baking/rolling rice paper
“Goi cuon/Bo bia”
Sweet soups
Gracilaria/flan cake
For dishes e.g. salad or ‘pha lau’, they usually pay higher which is from 10,000 – 20,000 VND.
Snacking dishes
50,000 VND and above
30,001 – 50,000 VND
20,001 – 30,000 VND
10,000 – 20,000 VND
Under 10,000 VND
Papaya/mango salad
Pha lau
Fried dough
Fried fish-ball/beef-ball
"Banh Beo/Bot loc/Banh nam" rice cake
Fruits dish
Especially, respondents are willing to pay higher for grill dishes, which is above 20,000 VND/dish.
Snacking dishes
50,000 VND and above
30,001 – 50,000 VND
20,001 – 30,000 VND
10,000 – 20,000 VND
Under 10,000 VND
Grilled octopus
Grilled chicken legs
Grilled skewers meat
LOCATION FOR SNACKING
4.5%
8.7%
7.3%
22.9%
28.7%
37.3%
40.0%
42.4%
45.1%
45.8%
50.9%
53.3%
55.5%
55.8%
64.9%
0.0% 50.0% 100.0%
Cannot remember
Others
Near to hospitals
Tourism places
Super hygienic restaurants
Near to workplaces
Near to parks
Shopping centres
Markets
Theme parks
Supermarkets
Homemade
Near to schools
Coffee / Milky tea shops
Sidewalk restaurants
Sidewalk restaurants – Street cuisine habit
‘Sidewalk restaurants’ and ‘Coffee / milky tea shops’ have been more popular and familiar with many Vietnamese young people. On average, 6 over 10 surveyed people came to this two place for appetizing dishes.
Location for snacking
Copyright © W&S Company Limited - 2012
Male (N=253) Female(N=310)
40.5%
59.5%
To meet hygienic snacking demand of the youth, a model of ‘super hygienic snacking restaurants’ has been forming. However, the result shown that there was only 28.7% choosing this place as regular one in recent 3 months.
Super hygienic snacking restaurant – Hygienic cuisine
4.5%
8.7%
7.3%
22.9%
28.7%
37.3%
40.0%
42.4%
45.1%
45.8%
50.9%
53.3%
55.5%
55.8%
64.9%
0.0% 50.0% 100.0%
Cannot remember
Others
Near to hospitals
Tourism places
Super hygienic restaurants
Near to workplaces
Near to parks
Shopping centres
Markets
Theme parks
Supermarkets
Homemade
Near to schools
Coffee / Milky tea shops
Sidewalk restaurants
Location for snacking
Copyright © W&S Company Limited - 2012
IDEAL SNACKING RESTAURANT VS.
SUPER HYGIENIC SNACKING RESTAURANT
Total (%) 1st 2nd 3rd
Food safety and hygiene 94.3 87.3 4.4 2.5
Cool and airy space 47.5 2.5 25.9 19.0
Diversified and rich menu 43.7 2.5 24.1 17.1
Good and polite service style 37.3 1.9 14.6 20.9
Suitable for every age group 31.0 2.5 13.3 15.2
Follow common trend 15.8 0.6 12.0 3.2
Private space 8.9 0.6 2.5 5.7
Serve 24/24 7.6 0.6 3.2 3.8
Delivery service 5.1 0.0 0.0 5.1
Others 4.4 0.6 0.0 3.8
No specific reason 4.4 0.6 0.0 3.8
Super hygienic snacking restaurant – Hygienic cuisine
Most of the surveyed people chose super hygienic snacking restaurant because of ‘Food safety and hygiene’, ‘Cool and airy space’, and ‘Good and polite service style’
Ideal vs. super hygienic snacking restaurant
82.4%
79.5%
71.1%
70.5%
66.2%
61.3%
58.0%
54.4%
47.6%
41.8%
29.5%
24.5%
23.5%
4.4%
Reasonable price
Hygienic food
Delicious and appetizing dishes
Clean and airy restaurant
Fast and good service
Diversified food and drink
Parking area
Suitable for friendly meetings
Easy to find its location
Spacious space
Nice decoration
Extended service time
Soft music
Others
Ideal snacking restaurant
Copyright © W&S Company Limited - 2012
‘Reasonable price’, ‘Hygienic food’, and ‘Delicious and appetizing dishes’ are top three things for an ideal snacking restaurant.
Ideal vs. super hygienic snacking restaurant
Ideal snacking restaurant – Male vs. Female
4.1%
25.0%
26.6%
28.7%
41.0%
49.2%
53.3%
54.5%
54.5%
60.7%
61.5%
68.9%
76.2%
80.3%
4.6%
22.2%
22.9%
30.1%
42.5%
46.4%
55.2%
66.7%
60.8%
79.4%
69.9%
71.9%
82.0%
84.0%
Female
Male
Reasonable price
Hygienic food
Clean and airy restaurant
Fast and good service
Delicious and appetizing dishes
Parking area
Diversified food and drink
Suitable for friendly meetings
Easy to find its location
Spacious space
Nice decoration
Extended service time
Soft music
Others
Ideal vs. super hygienic snacking restaurant
Ideal vs. super hygienic snacking restaurant
Copyright © W&S Company Limited - 2012
20.9%
25.9%
87.3%
Good and politeservice style
Cool and politeenvironment
Food safety andhygiene
Super hygienic snacking restaurant
66.2%
70.5%
71.1%
79.5%
82.4%
Good and fast service
Clean and airy restaurant
Delicious and appetizingdishes
Hygienic food
Reasonable price
Ideal snacking restaurant
In general, if comparing with an ideal snacking restaurant, a super hygienic one can satisfy 3 criterias over top 5 ones. However, the price level at this type is rather expensive which cannot pass ‘reasonable price’.
Hygienic food
Reasonable price
From this survey, owners of super hygienic snacking restaurants should focus and balance three factors: delicious food, hygiene and reasonable price.
Ideal vs. super hygienic snacking restaurant
W&S Company Limited
Address: Fl.10, Western bank Building, 40 Pham Ngoc Thach St., District 3, HCMC.
Phone: (08) 38 223 215 Fax: (08) 38 223 216
E-mail: [email protected]
Client site : http://vinaresearch.jp
Member site : http://vinaresearch.net
CONTACT INFORMATION:
The copyright of this report belongs to W&S market research company, 2012. The results of this
survey can be publicly used, but must be cited and sourced from Vinaresearch. In the circumstance
of using the table and graphs from results of this survey, the data at the source must be clearly stated
and based on survey results collected from Vinaresearch.