Abstract
About This Report
Overview
Discover the latest market trends and uncover sources of future market growth
for the Packaged Food industry in Vietnam with research from Euromonitor's
team of in-country analysts.
Find hidden opportunities in the most current research data available,
understand competitive threats with our detailed market analysis, and plan
your corporate strategy with our expert qualitative analysis and growth
projections.
If you're in the Packaged Food industry in Vietnam, our research will save you
time and money while empowering you to make informed, profitable decisions.
When you purchase this report, you also get the data and the content from
these category reports in Vietnam for free:
- Baby food
- Bakery
- Canned and preserved food
- Chilled processed food
- Confectionery
- Dairy
- Dried processed food
- Frozen processed food
- Ice cream
- Meal replacement
- Noodles
- Oils and fats
- Pasta
- Ready meals
- Sauces, dressings and condiments
- Snack bars
- Soups
- Spreads
- Sweet and savoury snacks
The Packaged Food in Vietnam market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Packaged Food in Vietnam?
- What are the major brands in Vietnam?
- As economic prospects slowly improve, are consumers starting to eat out
more and spending less time cooking at home?
- How is private label performing in the wake of retail consolidation and
the global economic hangover?
- Do consumers want value for money or added value?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and
supply functions
- This industry report originates from Passport, our Packaged Food market
research database.
Sample Analysis
EXECUTIVE SUMMARY
New product development drives growth
The Vietnamese economy is set to record slightly slower real GDP growth in
2011 compared to 2010. As high inflation and rising fuel and food prices
continue to bite, consumers seem to be more cautious in their spending on
packaged food. However, packaged food products which are perceived as
necessary products remain popular, although more affordable alternatives are
becoming more popular. Hence, both domestic and international manufacturers
have introduced many new and improved packaged food products, particularly
value added products, in a bid to stimulate consumer demand and interest. AFC
Western from Kinh Do and TH True Milk from TH Milk JSC are some of the
examples of brands under which new products were released during the first
half of 2011.
Government continues to promote local products
Government campaigns such as "Ngu?i Vi?t Nam uu tien dung hang Vi?t Nam"
(Vietnamese prioritise buying Vietnamese goods) or "Hang Vi?t v? nong thon"
(Vietnam products go to rural) started to yield positive results during 2011,
with positive comments from domestic manufacturers and Vietnamese consumers
testament to its success. According to a government survey conducted by the
Institute of Public Opinion in 2010, 59% of respondents would choose primarily
Vietnamese brands and products. Hence, the government remains active in
conducting its campaigns so as to increase consumer awareness of local
products and manufacturers.
Domestic and international players compete intensely
Packaged food in Vietnam features a good mix of domestic and multinational
players, which tend to target different consumer income segments.
International players have begun to invest strongly in categories such as
confectionery, bakery products and sauces, dressings and condiments in a bid
to expand their overall value shares. Consequently, domestic manufacturers are
paying higher attention to marketing and advertising activities in order to
build brand awareness as well as to compete with international manufacturers.
As a result, unit price increases are less volatile due to increasing
consumption power and stronger competition.
Modern retail channels establish a stronger presence
Although traditional grocery retail channels such as independent small grocers
remain the main distribution channels for packaged food, the importance of
modern grocery retail channels such as supermarkets/hypermarkets and
convenience stores increased dramatically during the review period. Vietnamese
consumers are increasingly choosing modern retail channels thanks to the
diversified product portfolios and especially pleasant shopping environments
offered by these modern outlets. As such, modern grocery retail channels are
the primary focus of packaged food companies for new product launches and
promotional campaigns.
The outlook for packaged food remains positive
Strong value growth is predicted for packaged food over the forecast period.
The main driver for this strong growth is set to be improvements in disposable
household incomes, the increasingly busy lifestyles of Vietnamese consumers
and rapid urbanisation In spite of the maturity of categories such as rice and
sauces, dressings and condiments, strong growth will still be possible thanks
to active advertising and production innovation among the largest players.
Table of Contents
Packaged Food in Vietnam - Industry Overview
EXECUTIVE SUMMARY
- New product development drives growth
- Government continues to promote local products
- Domestic and international players compete intensely
- Modern retail channels establish a stronger presence
- The outlook for packaged food remains positive
KEY TRENDS AND DEVELOPMENTS
- Health and wellness trend grows strongly
- Product innovation fuels demand
- Government campaigns boost demand for local products
- Domestic manufacturers pay higher attention to marketing activities
- Private label establishes stronger presence
FOODSERVICE - KEY TRENDS AND DEVELOPMENTS
- Headlines
- Trends
- Competitive Landscape
- Prospects
- Category Data
IMPULSE AND INDULGENCE PRODUCTS - KEY TRENDS AND DEVELOPMENTS
- Headlines
- Trends
- Competitive Landscape
- Prospects
- Category Data
NUTRITION/STAPLES - KEY TRENDS AND DEVELOPMENTS
- Headlines
- Trends
- Competitive Landscape
- Prospects
- Category Data
MEAL SOLUTIONS - KEY TRENDS AND DEVELOPMENTS
- Headlines
- Trends
- Competitive Landscape
- Prospects
- Category Data
MARKET DATA
- Table 35 Sales of Packaged Food by Category: Volume 2006-2011
- Table 36 Sales of Packaged Food by Category: Value 2006-2011
- Table 37 Sales of Packaged Food by Category: % Volume Growth 2006-2011
- Table 38 Sales of Packaged Food by Category: % Value Growth 2006-2011
- Table 39 GBO Shares of Packaged Food 2006-2010
- Table 40 NBO Shares of Packaged Food 2006-2010
- Table 41 NBO Brand Shares of Packaged Food 2007-2010
- Table 42 Penetration of Private Label by Category 2006-2011
- Table 43 Sales of Packaged Food by Distribution Format: % Analysis
2006-2011
- Table 44 Sales of Packaged Food by Category and Distribution Format: %
Analysis 2011
- Table 45 Forecast Sales of Packaged Food by Category: Volume 2011-2016
- Table 46 Forecast Sales of Packaged Food by Category: Value 2011-2016
- Table 47 Forecast Sales of Packaged Food by Category: % Volume Growth
2011-2016
- Table 48 Forecast Sales of Packaged Food by Category: % Value Growth
2011-2016
DEFINITIONS
SOURCES
- Summary 1 Research Sources
Packaged Food in Vietnam - Company Profiles
Belcholat JSC in Packaged Food (Vietnam)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Bien Hoa Confectionery Corp (Bibica) in Packaged Food (Vietnam)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 5 Bien Hoa Confectionery Corp (Bibica): Competitive Position 2010
Cau Tre Export Goods Processing JSC in Packaged Food (Vietnam)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Dong Tam Nutrition Food JSC in Packaged Food (Vietnam)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 10 Dong Tam Nutrition Food JSC: Competitive Position 2010
Kinh Do Corp in Packaged Food (Vietnam)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 13 Kinh Do Corp: Competitive Position 2010
Masan Food Corp in Packaged Food (Vietnam)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 16 Masan Food Corp: Competitive Position 2010
- Thuan Phat Food Processing & Trading Co in Packaged Food (Vietnam)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Tuong An Vegetable Oil JSC in Packaged Food (Vietnam)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 20 Tuong An Vegetable Oil JSC: Competitive Position 2010
Vietnam Dairy Products JSC (Vinamilk) in Packaged Food (Vietnam)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 23 Vietnam Dairy Products JSC (Vinamilk): Competitive Position 2010
Vissan Co Ltd in Packaged Food (Vietnam)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Baby Food in Vietnam - Category Analysis
HEADLINES
TRENDS
Despite the gloomy economic climate, baby food performed well over the review
period and will continue to do so in 2011. Parents normally did not hesitate
when it comes to buying products for their babies and children. As parents
have higher incomes, they were more willing to buy better products for their
children. In fact, in baby food, consumers care about product quality, origin
and brands more than price. As a result, baby food in Vietnam is dominated by
international brands, which are usually more expensive and perceived to have
better quality than local brands. Moreover, consumers are also strongly
affected by advertising and constantly looking for better products. Thus,
marketing activities play an important role in companies' strategies to
attract consumers.
COMPETITIVE LANDSCAPE
Abbott Vietnam continued to lead in 2010 with a value share of 24%. The
company has been enjoying a good reputation and high consumer awareness.
Abbott Vietnam focused on milk formula, with successful brands such as
PediaSure, Gain, Grow and Similac. The company was also very active in its
advertising, which also contributed greatly to its dominant position.
PROSPECTS
Consumer demand for baby food is predicted to keep increasing over the
forecast period. The economy is expected to have a brighter outlook, which
leads to better living standards and higher demand for baby food. Thus, it
promises higher sales revenue for international premium brands. Baby food is
expected to see a constant value CAGR of 7% over the forecast period.
CATEGORY DATA
- Table 49 Sales of Baby Food by Category: Volume 2006-2011
- Table 50 Sales of Baby Food by Category: Value 2006-2011
- Table 51 Sales of Baby Food by Category: % Volume Growth 2006-2011
- Table 52 Sales of Baby Food by Category: % Value Growth 2006-2011
- Table 53 Baby Food Company Shares 2006-2010
- Table 54 Baby Food Brand Shares 2007-2010
- Table 55 Sales of Baby Food by Distribution Format: % Analysis 2006-2011
- Table 56 Forecast Sales of Baby Food by Category: Volume 2011-2016
- Table 57 Forecast Sales of Baby Food by Category: Value 2011-2016
- Table 58 Forecast Sales of Baby Food by Category: % Volume Growth 2011-2016
- Table 59 Forecast Sales of Baby Food by Category: % Value Growth 2011-2016
Baked Goods in Vietnam - Category Analysis
HEADLINES
TRENDS
In 2011, the Vietnamese government ran a big campaign "Ngu?i Vi?t Nam uu tien
dung Vi?t Nam" (Vietnamese people purchase Vietnamese goods) to encourage
Vietnamese consumers to buy local products and brands. The campaign ran
throughout the year across the country from urban to rural areas in 2011. By
the time of writing this report, the campaign had produced positive results.
Previously, Vietnamese consumers used to think that domestic baked goods had
inferior quality in comparison with foreign baked goods due to the
consistently low quality of domestic products in the past. The campaign
educated Vietnamese consumers about domestic products and manufacturers. As a
result, they had greater confidence in domestic products and brands, which
eventually increased the volume sales of local products.
COMPETITIVE LANDSCAPE
In 2010, Kinh Do Corp maintained its leadership of baked goods in value terms.
In recent years, the company has been more willing to invest in building its
brand name in order to change consumers' perception of domestic products in
line with the active government campaign promoting Vietnamese-made products.
As a result, Kinh Do Corp became one of a few companies that gained consumers'
trust and loyalty in the context of the review period. Within baked goods,
Kinh Do Corp can take advantage of its famous brands and good distribution
network from other product categories, such as confectionery or biscuits to
increase its retail volume sales of baked goods.
PROSPECTS
Over the forecast period, baked goods will generate increasing consumer
interest in line with the greater exposure of Western culture and food in
Vietnam. Furthermore, the increasingly busier lifestyles resulted in consumers
having less time to prepare breakfast or lunch. In addition, there are more
incidents of food poisoning reported in newspapers and on television due to
the breaking of food safety and hygiene regulations at foodservice outlets.
Consequently, consumers are often wary of buying or eating food outside the
home. As a result, baked goods will be a good choice for consumers thanks to
their guaranteed quality and affordable price.
CATEGORY DATA
- Table 60 Sales of Baked Goods by Category: Volume 2006-2011
- Table 61 Sales of Baked Goods by Category: Value 2006-2011
- Table 62 Sales of Baked Goods by Category: % Volume Growth 2006-2011
- Table 63 Sales of Baked Goods by Category: % Value Growth 2006-2011
- Table 64 Packaged/Industrial Bread by Type: % Value Breakdown 2006-2011
- Table 65 Packaged/Industrial Cakes: Single Portion vs Multi-pack %
Breakdown by Type 2006-2011
- Table 66 Baked Goods Company Shares 2006-2010
- Table 67 Baked Goods Brand Shares 2007-2010
- Table 68 Sales of Baked Goods by Distribution Format: % Analysis 2006-2011
- Table 69 Forecast Sales of Baked Goods by Category: Volume 2011-2016
- Table 70 Forecast Sales of Baked Goods by Category: Value 2011-2016
- Table 71 Forecast Sales of Baked Goods by Category: % Volume Growth
2011-2016
- Table 72 Forecast Sales of Baked Goods by Category: % Value Growth
2011-2016
Biscuits in Vietnam - Category Analysis
HEADLINES
TRENDS
In the context of the review period, Vietnamese consumers had various choices
of biscuits in terms of brands, types, prices and packaging size. Low income
consumers usually chose standard or economy brands from domestic manufacturers
which had good quality and more affordable prices. High income consumers
tended to choose premium products from international manufacturers thanks to
their superior quality and delicious taste. Biscuits saw a shift to premium
product as consumers had more sophisticated demands for quality and taste. As
a result, local manufacturers continued to improve their packaging design to
create a premium look for their products in response to the premiumisation
trend at the end of the review period.
COMPETITIVE LANDSCAPE
In 2010, Kinh Do Corp continued to lead biscuits with a 33% share in value
terms thanks to its diverse product portfolio in sugar confectionery and
bakery products. Although Kinh Do was a domestic manufacturer, the company was
able to produce a high quality and delicious taste at an affordable price. Its
products can satisfy picky consumers who have high standards for product
quality. More importantly, the company was one of the first manufactures that
concentrated on marketing and branding activities to attract consumers'
attention to Kinh Do brands, as well as to build a strong brand name to
differentiate itself from other competitors.
PROSPECTS
Over the forecast period, affluent consumers will look for more sophisticated
biscuit products such as organic or sugar-free biscuits in conjunction with
the increasing trend for health and wellness products. These consumers will be
willing to pay premium prices for biscuits which are good for health. Low- and
middle-income consumers will expect to have more choices in term of flavours,
types and pack sizes as manufacturers aim to introduce new product
improvements to stimulate growth of the biscuits category.
CATEGORY DATA
- Table 73 Sales of Biscuits by Category: Volume 2006-2011
- Table 74 Sales of Biscuits by Category: Value 2006-2011
- Table 75 Sales of Biscuits by Category: % Volume Growth 2006-2011
- Table 76 Sales of Biscuits by Category: % Value Growth 2006-2011
- Table 77 Biscuits Company Shares 2006-2010
- Table 78 Biscuits Brand Shares 2007-2010
- Table 79 Sales of Biscuits by Distribution Format: % Analysis 2006-2011
- Table 80 Forecast Sales of Biscuits by Category: Volume 2011-2016
- Table 81 Forecast Sales of Biscuits by Category: Value 2011-2016
- Table 82 Forecast Sales of Biscuits by Category: % Volume Growth 2011-2016
- Table 83 Forecast Sales of Biscuits by Category: % Value Growth 2011-2016
Breakfast Cereals in Vietnam - Category Analysis
HEADLINES
TRENDS
In 2011, consumers became more familiar with breakfast cereal products thanks
to the rising influence of Western lifestyles in Vietnam. Together with the
higher number of foreigners in big cities, manufacturers increased marketing
and advertising activities to establish a stronger presence of breakfast
cereals, particularly children's breakfast cereals. They normally set up
booths in supermarkets to introduce and let consumers try the products and
persuade them to purchase breakfast cereal. Some players offered small toys
together with products to attract children's attention.
COMPETITIVE LANDSCAPE
Kellogg Co retained its lead of breakfast cereals thanks to its famous brand
name and good distribution network in the country. In 2010, the company
registered a 64% value share. The success of Kellogg Co was also thanks to a
diversified product range of breakfast cereal product from RTE to family
breakfast cereals. Some popular products from Kellogg were Kellogg's Corn
Flakes, Kellogg's Special K and Kellogg's Nutri-Grain in Vietnam. Nestle
Vietnam ranked second with a 6% share of value sales in 2010.
PROSPECTS
Over the forecast period, breakfast cereal will become more popular among
Vietnamese consumers thanks to the rising awareness of Western culture and
food as well as the continuous education from the leading players such as
Nestle Vietnam or Kellogg Co. Moreover, manufacturers also plan to extend
their consumer bases by introducing small pack sizes of breakfast cereal which
have affordable prices, even for low- and middle-income consumers. In
addition, as changing lifestyles become busier and busier, consumers have less
time to spend preparing food and cooking meals. As a result, breakfast cereals
appears to be a nutritious option for affluent Vietnamese consumers at
breakfast time.
CATEGORY DATA
- Table 84 Sales of Breakfast Cereals by Category: Volume 2006-2011
- Table 85 Sales of Breakfast Cereals by Category: Value 2006-2011
- Table 86 Sales of Breakfast Cereals by Category: % Volume Growth 2006-2011
- Table 87 Sales of Breakfast Cereals by Category: % Value Growth 2006-2011
- Table 88 Breakfast Cereals Company Shares 2006-2010
- Table 89 Breakfast Cereals Brand Shares 2007-2010
- Table 90 Sales of Breakfast Cereals by Distribution Format: % Analysis
2006-2011
- Table 91 Forecast Sales of Breakfast Cereals by Category: Volume 2011-2016
- Table 92 Forecast Sales of Breakfast Cereals by Category: Value 2011-2016
- Table 93 Forecast Sales of Breakfast Cereals by Category: % Volume Growth
2011-2016
- Table 94 Forecast Sales of Breakfast Cereals by Category: % Value Growth
2011-2016
Canned/Preserved Food in Vietnam - Category Analysis
HEADLINES
TRENDS
Over the review period, canned/preserved food remained popular among
consumers, thanks to the long established presence of such products in
Vietnam. However, increasing health-consciousness saw some consumers reduce
their consumption of canned/preserved food, due to the presence of additives
and preservatives and the high sodium content of products. In response,
manufacturers redesigned their packaging to include detailed nutritional
information. Furthermore, some players added claims such as "No
preservatives". "Plus DHA" or "Vitamins" to their labelling, in an attempt to
change consumer perceptions of canned/preserved food.
COMPETITIVE LANDSCAPE
In 2010, Vissan retained its leading position in canned/preserved food, in
accounting for a retail value sales share of 29%. Since its founding, Vissan
has become established as the country's flagship producer of packaged food
with the support of the Vietnamese government. The success of Vissan was
contributed to by its complete supply chain from livestock through to food
processing and sales. Over the review period, Vissan was one of the most
established and trustworthy brands in packaged food in Vietnam. The company
offered a diversified range of products from frozen processed food and ready
meals to canned/preserved food products. Furthermore, the company continued to
specialise in producing products based on traditional Vietnamese dishes.
PROSPECTS
Over the forecast period, the number of vegetarians in Vietnam is expected to
increase further for a number of reasons. Some will make the change for
religious reasons, while others will be motivated to do so for health reasons.
As a result, manufacturers are likely to introduce new vegetarian products, in
order to meet increasing demand. As a result of increasing
health-consciousness, manufacturers are also expected to develop healthy
products, including products free of additives and preservatives.
CATEGORY DATA
- Table 95 Sales of Canned/Preserved Food by Category: Volume 2006-2011
- Table 96 Sales of Canned/Preserved Food by Category: Value 2006-2011
- Table 97 Sales of Canned/Preserved Food by Category: % Volume Growth
2006-2011
- Table 98 Sales of Canned/Preserved Food by Category: % Value Growth
2006-2011
- Table 99 Canned/Preserved Food Company Shares 2006-2010
- Table 100 Canned/Preserved Food Brand Shares 2007-2010
- Table 101 Sales of Canned/Preserved Food by Distribution Format: %
Analysis 2006-2011
- Table 102 Forecast Sales of Canned/Preserved Food by Category: Volume
2011-2016
- Table 103 Forecast Sales of Canned/Preserved Food by Category: Value
2011-2016
- Table 104 Forecast Sales of Canned/Preserved Food by Category: % Volume
Growth 2011-2016
- Table 105 Forecast Sales of Canned/Preserved Food by Category: % Value
Growth 2011-2016
Cheese in Vietnam - Category Analysis
HEADLINES
TRENDS
Cheese represents the smallest category of dairy products in Vietnam. Cheese
is not popular for several reasons. Firstly, it is perceived as too expensive
for all but wealthy and middle-income consumers. Secondly, cheese is not
common in Vietnamese dishes, and only those who are strongly familiar with
Western culture could appreciate cheese. Therefore, cheese is mostly consumed
by expatriates, returning to Vietnam from overseas, or in Western-style
foodservice outlets.
COMPETITIVE LANDSCAPE
In 2010, Unibel continued to lead cheese, with its key brand La Vache Qui Rit,
or better known locally as Laughing Cow. It was among the first cheese brands
introduced in Vietnam, thus, consumers are familiar with the brand as well as
the taste. As other types of cheese are still rather new in Vietnam, consumers
are not very adventurous in trying new cheese products from other brands.
Hence, Unibel still retained its advantage in terms of strong brand awareness.
PROSPECTS
As more people are influenced by Western lifestyles, consumer demand for
cheese is expected to increase over the forecast period. The key consumer
group of cheese is expected to be the young population, who are more familiar
with dairy products than the previous generation. Cheese is expected to grow
at a constant value CAGR of 8%.
CATEGORY DATA
- Table 106 Sales of Cheese by Category: Volume 2006-2011
- Table 107 Sales of Cheese by Category: Value 2006-2011
- Table 108 Sales of Cheese by Category: % Volume Growth 2006-2011
- Table 109 Sales of Cheese by Category: % Value Growth 2006-2011
- Table 110 Spreadable Processed Cheese by Type: % Value Breakdown 2006-2011
- Table 111 Unprocessed Cheese by Type: % Value Breakdown 2009-2010
- Table 112 Cheese Company Shares 2006-2010
- Table 113 Cheese Brand Shares 2007-2010
- Table 114 Sales of Cheese by Distribution Format: % Analysis 2006-2011
- Table 115 Forecast Sales of Cheese by Category: Volume 2011-2016
- Table 116 Forecast Sales of Cheese by Category: Value 2011-2016
- Table 117 Forecast Sales of Cheese by Category: % Volume Growth 2011-2016
- Table 118 Forecast Sales of Cheese by Category: % Value Growth 2011-2016
Chilled Processed Food in Vietnam - Category Analysis
HEADLINES
TRENDS
Over the review period, most of the chilled processed food products available
in Vietnam were based on Western food. Sausages, ham, smoked meat and salami
were among the most popular products. Over the review period, Vietnamese
consumers were more exposed to Western culture, particularly Western food,
through television, the internet and magazines. As a result, an increasing
trend of eating Western food was seen. Chilled processed food proved a good
choice for consumers interested in Western food, as such products were readily
available in modern grocery retailers, such as supermarkets/hypermarkets and
convenience stores.
COMPETITIVE LANDSCAPE
In 2010, Vissan Co remained the leading player in chilled processed food in
Vietnam, in accounting for a retail value sales share of 36%. Vissan was also
the leading player in other packaged foods categories, including frozen
processed food and canned/preserved food. The company's leadership owed much
to its long-established presence in the country, its strong distribution
system and its diverse product portfolio.
PROSPECTS
Over the forecast period, new types of chilled processed food, such as chilled
pizza and fresh cut fruit, are likely to become available, as consumer demand
for Western food increases. Furthermore, the increasingly hectic pace of life
will leave consumers with less time to dedicate to preparing and cooking
meals. This is likely to result in increased demand for chilled processed
food, which is the freshest and most nutritious processed food type.
CATEGORY DATA
- Table 119 Sales of Chilled Processed Food by Category: Volume 2006-2011
- Table 120 Sales of Chilled Processed Food by Category: Value 2006-2011
- Table 121 Sales of Chilled Processed Food by Category: % Volume Growth
2006-2011
- Table 122 Sales of Chilled Processed Food by Category: % Value Growth
2006-2011
- Table 123 Chilled Processed Meat by Type: % Value Breakdown 2006-2011
- Table 124 Chilled Processed Meat: % Share of Chilled Meat Substitute
2006-2011
- Table 125 Chilled Processed Food Company Shares 2006-2010
- Table 126 Chilled Processed Food Brand Shares 2007-2010
- Table 127 Sales of Chilled Processed Food by Distribution Format: %
Analysis 2006-2011
- Table 128 Forecast Sales of Chilled Processed Food by Category: Volume
2011-2016
- Table 129 Forecast Sales of Chilled Processed Food by Category: Value
2011-2016
- Table 130 Forecast Sales of Chilled Processed Food by Category: % Volume
Growth 2011-2016
- Table 131 Forecast Sales of Chilled Processed Food by Category: % Value
Growth 2011-2016
Chocolate Confectionery in Vietnam - Category Analysis
HEADLINES
TRENDS
Previously, chocolate confectionery products were usually considered a luxury
locally. Vietnamese consumers purchased chocolate confectionery as a gift on
special occasions such as Valentine's Day or Lunar New Year holidays. Over the
review period, chocolate confectionery has become more and more popular among
Vietnamese consumers. The increasing average household income, together with
the influence of Western culture on consumers' lifestyles, created a good
opportunity for the strong growth of chocolate confectionery in Vietnam.
Consumers started to buy chocolate confectionery as a daily snack. As a
result, local manufacturers try to improve their production technology to
manufacture chocolate confectionery that has a lower price and good quality in
order to satisfy increasing local demand in the market.
COMPETITIVE LANDSCAPE
In 2010, Belcholat JSC held the leading position accounting for a 13% value
share thanks to its diversified product range. The company mainly focused on
tablets and standard boxed assortments. Its products had superior quality and
appealing packaging considered to be an ideal gift for business partners,
friends and family members on special occasions. Some of its popular brands
were Belcholat and Wonderland. Belcholat appeared to have a stronger
performance in northern parts of Vietnam. For example, its products were
present in popular supermarkets in Hanoi. Furthermore, the company also had
showrooms in the most northern cities and provinces such as Hai Phong, Vinh,
Hai Duong, Thanh Hoa, Nam Dinh, Son La, Quang Tri, among others.
PROSPECTS
Over the forecast period, Vietnamese consumers will be more familiar with the
consumption of chocolate confectionery products thanks to the exposure of
Western culture in Vietnam. Moreover, chocolate confectionery players try to
educate consumers about the great benefits of chocolate and the practice of
giving chocolate as gifts on special occasions, especially Valentine's Day, in
order to increase retail value sales. Furthermore, more and more consumers,
especially high-income ones, will consume chocolate confectionery as a daily
snack as they believe it to have health benefits.
CATEGORY DATA
Summary 26 Other Chocolate Confectionery: Product Types
- Table 132 Sales of Chocolate Confectionery by Category: Volume 2006-2011
- Table 133 Sales of Chocolate Confectionery by Category: Value 2006-2011
- Table 134 Sales of Chocolate Confectionery by Category: % Volume Growth
2006-2011
- Table 135 Sales of Chocolate Confectionery by Category: % Value Growth
2006-2011
- Table 136 Chocolate Tablets by Type: % Value Breakdown 2006-2011
- Table 137 Chocolate Confectionery Company Shares 2006-2010
- Table 138 Chocolate Confectionery Brand Shares 2007-2010
- Table 139 Sales of Chocolate Confectionery by Distribution Format: %
Analysis 2006-2011
- Table 140 Forecast Sales of Chocolate Confectionery by Category: Volume
2011-2016
- Table 141 Forecast Sales of Chocolate Confectionery by Category: Value
2011-2016
- Table 142 Forecast Sales of Chocolate Confectionery by Category: % Volume
Growth 2011-2016
- Table 143 Forecast Sales of Chocolate Confectionery by Category: % Value
Growth 2011-2016
Dried Processed Food in Vietnam - Category Analysis
HEADLINES
TRENDS
Dried processed food is expected to see retail volume sales growth of 8% in
2011, similar to the CAGR seen over the review period. This will largely be
driven by increased demand for instant noodles, which is expected to account
for a 95% share of retail volume sales in 2011. In Vietnam, people consume
instant noodles both as an affordable alternative to rice, as well as a snack.
Over the review period, manufacturers paid increased attention to instant
noodles and launched interesting new products, in an attempt to capture
consumer attention.
COMPETITIVE LANDSCAPE
In 2010, Acecook continued as the leading player in dried processed food, in
accounting for a retail value sales share of 49%. The company's position owed
much to the strong marketing and advertising support that it provided for its
products. Furthermore, the company is renowned for offering a diverse
portfolio of product types, packaging and flavours.
PROSPECTS
Dried processed food will continue to see good performance over the forecast
period, especially for major categories like instant noodles and rice. Rising
awareness of food safety and hygiene issues will contribute to increased
demand for products like packaged rice, while manufacturers' new product
development efforts will fuel demand for others, including instant noodles.
CATEGORY DATA
- Table 144 Sales of Dried Processed Food by Category: Volume 2006-2011
- Table 145 Sales of Dried Processed Food by Category: Value 2006-2011
- Table 146 Sales of Dried Processed Food by Category: % Volume Growth
2006-2011
- Table 147 Sales of Dried Processed Food by Category: % Value Growth
2006-2011
- Table 148 Dried Processed Food Company Shares 2006-2010
- Table 149 Dried Processed Food Brand Shares 2007-2010
- Table 150 Sales of Dried Processed Food by Distribution Format: % Analysis
2006-2011
- Table 151 Forecast Sales of Dried Processed Food by Category: Volume
2011-2016
- Table 152 Forecast Sales of Dried Processed Food by Category: Value
2011-2016
- Table 153 Forecast Sales of Dried Processed Food by Category: % Volume
Growth 2011-2016
- Table 154 Forecast Sales of Dried Processed Food by Category: % Value
Growth 2011-2016
Drinking Milk Products in Vietnam - Category Analysis
HEADLINES
TRENDS
Despite the increase in unit price, drinking milk products still performed
well in 2011. The Vietnam government, as part of its program to raise
Vietnamese's average height, ran various activities and programs to supply
milk to its citizens. Manufacturers, in response to the government's
direction, also ran heavy promotions, advertisements and PR activities to
raise consumers' awareness of the benefits of drinking milk.
COMPETITIVE LANDSCAPE
In 2010, Vietnam Dairy Products JSC (Vinamilk) successfully maintained its
leading position with a retail value share of 41%. Vinamilk has a long
established history in Vietnam, with products of high quality and brands of
high consumer recognition. In 2010, the company continued to invest in R&D as
well as marketing activities to further enhance its leading position.
PROSPECTS
Though the economy is not in good shape in 2011, Vietnam is still a very
promising market for drinking milk products. Consumers are expected to have
higher personal income and better living standards, which will further boost
milk consumption. Rapid urbanisation helps to accelerate companies' expansion
into unexploited regions of small towns and rural areas. Most importantly,
consumer awareness of the benefits of drinking milk is also rising thanks to
constant education efforts from the government and leading players. Therefore,
it is expected that drinking milk products will perform well over the forecast
period.
CATEGORY DATA
- Table 155 Sales of Drinking Milk Products by Category: Volume 2006-2011
- Table 156 Sales of Drinking Milk Products by Category: Value 2006-2011
- Table 157 Sales of Drinking Milk Products by Category: % Volume Growth
2006-2011
- Table 158 Sales of Drinking Milk Products by Category: % Value Growth
2006-2011
- Table 159 Chilled Vs Ambient Flavoured Milk Drinks: % Volume Analysis
2007-2010
- Table 160 Milk by Type: % Value Breakdown 2007-2010
- Table 161 Drinking Milk Products Company Shares 2006-2010
- Table 162 Drinking Milk Products Brand Shares 2007-2010
- Table 163 Sales of Drinking Milk Products by Distribution Format: %
Analysis 2006-2011
- Table 164 Forecast Sales of Drinking Milk Products Products by Category:
Volume 2011-2016
- Table 165 Forecast Sales of Drinking Milk Products Products by Category:
Value 2011-2016
- Table 166 Forecast Sales of Drinking Milk Products Products by Category: %
Volume Growth 2011-2016
- Table 167 Forecast Sales of Drinking Milk Products Products by Category: %
Value Growth 2011-2016
Frozen Processed Food in Vietnam - Category Analysis
HEADLINES
TRENDS
In 2011, Vietnamese consumers showed a growing preference for frozen processed
food, as a result of a number of factors. The most obvious reason was rapid
urbanisation and the increasingly hectic pace of life in large cities, such as
Ho Chi Minh City or Hanoi, which left consumers with less time to dedicate to
preparing and cooking meals. As such, frozen processed food presented an
attractive time-saving option to consumers. Another factor was high inflation,
which stood at 13% over the first six months of 2011. This resulted in a
significant increase in the price of fresh food in Vietnam. In 2011, frozen
processed food saw a smaller increase in price than fresh food, which made it
an affordable option for consumers.
COMPETITIVE LANDSCAPE
In 2010, Vissan remained the leading player, in accounting for a retail value
sales share of 23%. The company, which has a long-established presence in
Vietnam, offered a diverse range of products and enjoyed the advantage of a
strong distribution system. In 2011, the company had over 60 food specialist
outlets to sell its products, including frozen processed food,
canned/preserved food, chilled processed food and other packaged food
products. Meanwhile, Halong Canned Food ranked second with a 20% share of
retail value shares. Over the review period, Halong Canned Food continued to
improve its production technology, with a view to improving its product
quality and packaging, in order to better compete with Vissan.
PROSPECTS
Over the forecast period, it is expected that higher demand will be seen for
more sophisticated products, as a result of increasing living standards and
rising disposable income levels. Consumers will look for new frozen processed
food products, especially those based on traditional dishes, such as the Banh
It Tr?n product introduced in 2011. In addition, consumers are likely to
become familiar with other types of frozen processed food, such as frozen
processed potatoes and vegetables, as these can be stored longer than fresh
varieties. More importantly, frozen vegetables and potatoes are convenient in
that they do not require washing or cutting prior to cooking.
CATEGORY DATA
Summary 27 Other Frozen Processed Food: Product Types
- Table 168 Sales of Frozen Processed Food by Category: Volume 2006-2011
- Table 169 Sales of Frozen Processed Food by Category: Value 2006-2011
- Table 170 Sales of Frozen Processed Food by Category: % Volume Growth
2006-2011
- Table 171 Sales of Frozen Processed Food by Category: % Value Growth
2006-2011
- Table 172 Frozen Processed Fish/Seafood by Type: % Value Breakdown
2006-2011
- Table 173 Frozen Processed Poultry by Type: % Value Breakdown 2006-2011
- Table 174 Frozen Processed Red Meat by Type: % Value Breakdown 2006-2011
- Table 175 Other Frozen Processed Food by Type: % Value Breakdown 2006-2011
- Table 176 Frozen Processed Food Company Shares 2006-2010
- Table 177 Frozen Processed Food Brand Shares 2007-2010
- Table 178 Sales of Frozen Processed Food by Distribution Format: %
Analysis 2006-2011
- Table 179 Forecast Sales of Frozen Processed Food by Category: Volume
2011-2016
- Table 180 Forecast Sales of Frozen Processed Food by Category: Value
2011-2016
- Table 181 Forecast Sales of Frozen Processed Food by Category: % Volume
Growth 2011-2016
- Table 182 Forecast Sales of Frozen Processed Food by Category: % Value
Growth 2011-2016
Gum in Vietnam - Category Analysis
HEADLINES
TRENDS
During the review period, manufacturers concentrated on developing functional
gum to boost the overall consumption of gum in Vietnam since the success of
Happy Dent White manufactured by Perfetti Van Melle Vietnam Ltd. Hence,
Vietnamese consumers enjoyed a diverse product range of functional gum in
terms of brand. Nevertheless, gum is expected to reach maturity due to a lack
of product innovation in 2011. Most manufacturers enhanced their marketing and
advertising activities at retail outlets in order to encourage existing
consumers to repurchase products as well as to attract new consumers'
attention.
COMPETITIVE LANDSCAPE
Mars Confectionery Vietnam successfully retained its leading position in gum
at the end of 2010. Among its brands, Doublemint accounted for the largest
percentage of Mars Confectionery's value share, followed by Cool Air.
Doublemint was considered one of the first gums to be launched in the early
days. As a result, Vietnamese consumers had a strong positive impression of
the Doublemint brand. When Vietnamese consumers think of gum, they think of
Doublemint. Although Cool Air entered the market later than Doublemint, Cool
Air usually had quite impressive advertising on television highlighting its
unique "vapour release". Over the review period, the company built a
nationwide distribution system to establish a stronger presence as well as to
gradually increase its retail sales.
PROSPECTS
Over the forecast period, Vietnamese consumers will see new product
improvements in gum as the leading players such as Mars Confectionery Vietnam
or Lotte Vietnam need product innovation to generate overall demand as well as
to respond to rising demand for more sophisticated products in Vietnam.
Moreover, they will continue to educate Vietnamese consumers about chewing gum
after a meal or before communicating with other persons to avoid bad breath
and tooth decay. As a result, the habit of using gums will increase over the
forecast period.
CATEGORY DATA
- Table 183 Sales of Gum by Category: Volume 2006-2011
- Table 184 Sales of Gum by Category: Value 2006-2011
- Table 185 Sales of Gum by Category: % Volume Growth 2006-2011
- Table 186 Sales of Gum by Category: % Value Growth 2006-2011
- Table 187 Leading Flavours for Gum 2006-2011
- Table 188 Gum Company Shares 2006-2010
- Table 189 Gum Brand Shares 2007-2010
- Table 190 Sales of Gum by Distribution Format: % Analysis 2006-2011
- Table 191 Forecast Sales of Gum by Category: Volume 2011-2016
- Table 192 Forecast Sales of Gum by Category: Value 2011-2016
- Table 193 Forecast Sales of Gum by Category: % Volume Growth 2011-2016
- Table 194 Forecast Sales of Gum by Category: % Value Growth 2011-2016
Ice Cream in Vietnam - Category Analysis
HEADLINES
TRENDS
As the living standards of Vietnamese consumers are upgraded, consumer demand
for indulgent products such as ice cream increased. Ice cream in 2011 is
expected to post a high growth rate, especially dairy ice cream, since
consumers prefer it to water ice cream products. Dairy ice cream comes in more
varieties, with a better taste and nutritional value. However, dairy ice cream
has a significantly higher price than water ice cream, thus making it
difficult to cater to consumers with low income levels. Meanwhile, water ice
cream sells well in rural areas.
COMPETITIVE LANDSCAPE
In 2010, Kinh Do Corp continued to lead ice cream with 26% of value sales.
Kinh Do benefited from its wide distribution network as well as technology in
making ice cream since it inherited Unilever's brand - Wall's in 2003. The
company has successfully built up its well-known brands - Merino and Celano -
which are easily found in supermarkets/hypermarkets or on street stalls.
PROSPECTS
Compared to other countries in the region, ice cream's consumption in Vietnam
is still low. Therefore, it is expected that ice cream in Vietnam will
continue to grow strongly over the forecast period, as market conditions
improve and living standards are upgraded. Consumers will be more willing to
buy indulgence food and snacks. Moreover, the hot weather in Vietnam can also
be a factor to foster ice cream growth.
CATEGORY DATA
- Table 195 Sales of Ice Cream by Category: Volume 2006-2011
- Table 196 Sales of Ice Cream by Category: Value 2006-2011
- Table 197 Sales of Ice Cream by Category: % Volume Growth 2006-2011
- Table 198 Sales of Ice Cream by Category: % Value Growth 2006-2011
- Table 199 Leading Flavours for Ice Cream 2006-2011
- Table 200 Ice Cream Company Shares 2006-2010
- Table 201 Ice Cream Brand Shares 2007-2010
- Table 202 Impulse Ice Cream Company Shares 2006-2010
- Table 203 Impulse Ice Cream Brand Shares 2007-2010
- Table 204 Take-home Ice Cream Company Shares 2006-2010
- Table 205 Take-home Ice Cream Brand Shares 2007-2010
- Table 206 Sales of Ice Cream by Distribution Format: % Analysis 2006-2011
- Table 207 Forecast Sales of Ice Cream by Category: Volume 2011-2016
- Table 208 Forecast Sales of Ice Cream by Category: Value 2011-2016
- Table 209 Forecast Sales of Ice Cream by Category: % Volume Growth
2011-2016
- Table 210 Forecast Sales of Ice Cream by Category: % Value Growth 2011-2016
Meal Replacement in Vietnam - Category Analysis
HEADLINES
TRENDS
Improving living standards, rising disposable income and the increasing
awareness of health and wellness were among the main factors which contributed
to the greater level of attention consumers paid to meal replacement products
in Vietnam. Moreover, health magazines and TV programs continued to raise
consumer concern about the health of the elderly, especially those above
50-years-old. In these magazines or programs, there were instructions on how
to use meal replacement products to maintain good health as well as to prevent
sickness in the elderly. As a result, Vietnamese consumers were more aware of
the presence of meal replacement products towards the end of the review period.
COMPETITIVE LANDSCAPE
In 2010, Abbott Vietnam Co Ltd secured its leading position with a 79% share
of value sales thanks to its established brand, Ensure. A large percentage of
Vietnamese are confident in the quality of Ensure as it was one of the first
meal replacement products. More importantly, Ensure was mostly recommended by
professional doctors in hospitals. As a result, Ensure continued to see strong
growth in spite of its long-established presence in Vietnam.
PROSPECTS
Along with the big improvement to living standards and disposable income,
Vietnamese consumers will increase demand for more sophisticated meal
replacement products. For example, consumers not only need products that can
replace their meals but they also expect the products to taste good. Moreover,
consumers will become smarter when they choose meal replacement products. They
will be knowledgeable about nutritional information, and only look for
specific vitamins or supplements that they need.
CATEGORY DATA
- Table 211 Sales of Meal Replacement by Category: Volume 2006-2011
- Table 212 Sales of Meal Replacement by Category: Value 2006-2011
- Table 213 Sales of Meal Replacement by Category: % Volume Growth 2006-2011
- Table 214 Sales of Meal Replacement by Category: % Value Growth 2006-2011
- Table 215 Meal Replacement Company Shares 2006-2010
- Table 216 Meal Replacement Brand Shares 2007-2010
- Table 217 Sales of Meal Replacement by Distribution Format: % Analysis
2006-2011
- Table 218 Forecast Sales of Meal Replacement by Category: Volume 2011-2016
- Table 219 Forecast Sales of Meal Replacement by Category: Value 2011-2016
- Table 220 Forecast Sales of Meal Replacement by Category: % Volume Growth
2011-2016
- Table 221 Forecast Sales of Meal Replacement by Category: % Value Growth
2011-2016
Noodles in Vietnam - Category Analysis
HEADLINES
TRENDS
Noodles are very popular in Vietnam, due to their convenience and various
usages. Consumers who looked for a convenient and quick meal could opt for
instant noodles, while others could use plain noodles to prepare many
traditional dishes. Noodles enjoys nationwide market coverage, from big cities
to small towns and rural areas. It also has a strong and extensive
distribution network. Noodles are easily found in almost every retailer, with
little to no difference in price.
COMPETITIVE LANDSCAPE
Acecook Vietnam JSC led the category in 2010 with a 51% value share. Acecook
was one of the first few companies to enter instant noodles in Vietnam. Since
then, it has established a strong foothold and great consumer preference for
its brands, with an extensive product line, ranging from mass to premium
segments.
PROSPECTS
Over the forecast period, noodles is expected to see a CAGR of 6% in retail
volume terms. The industry, though very established, is yet to reach maturity,
despite the relatively high per capita consumption of noodles in Vietnam.
Besides expanding to unexploited areas, companies may also try to launch
products with higher prices and premium positioning to boost sales in crowded
areas to differentiate themselves from other players.
CATEGORY DATA
- Table 222 Sales of Noodles by Category: Volume 2006-2011
- Table 223 Sales of Noodles by Category: Value 2006-2011
- Table 224 Sales of Noodles by Category: % Volume Growth 2006-2011
- Table 225 Sales of Noodles by Category: % Value Growth 2006-2011
- Table 226 Leading Instant Noodle Flavours 2006-2011
- Table 227 Noodles Company Shares 2006-2010
- Table 228 Noodles Brand Shares 2007-2010
- Table 229 Sales of Noodles by Distribution Format: % Analysis 2006-2011
- Table 230 Forecast Sales of Noodles by Category: Volume 2011-2016
- Table 231 Forecast Sales of Noodles by Category: Value 2011-2016
- Table 232 Forecast Sales of Noodles by Category: % Volume Growth 2011-2016
- Table 233 Forecast Sales of Noodles by Category: % Value Growth 2011-2016
Oils and Fats in Vietnam - Category Analysis
HEADLINES
TRENDS
In 2011, oils and fats will continue to display robust growth, as consumer
demand increases and companies expand further to small cities and towns. Due
to higher living standards, consumers, especially those in small towns and
rural areas, are slowly shifting from traditional choices of animal fats to
vegetable and seed oil or butter. They are also equipped with the knowledge
that vegetable and seed oil are healthier than lard. As urban areas became
more saturated with many players and stiff competition, manufacturers shifted
their focus to other regions to increase market penetration.
COMPETITIVE LANDSCAPE
Cai Lan Oils & Fats remained the leader in oils and fats, followed by Tuong An
Vegetable Oil, Golden Hope Nha Be Edible Oils, and Tan Binh Vegetable Oil.
These companies were all under the umbrella of Vocarimex - National Company
for Vegetable Oils, Aromas and Cosmetics of Vietnam - which has great
influence over the oils and fats industry in Vietnam. Cai Lan Oils & Fats is
known for its brands such as Neptune, Meizan and Simply, which cover both the
mass and premium markets. These brands have been consumers' preferred products
for a long time.
PROSPECTS
Oils and fats is expected to develop strongly over the forecast period, as
demand remains high and stable. Manufacturers are moving to newly-developed
cities and towns where traditional pork lard is still used for cooking, to
compensate for the slowing down growth in the saturated urban areas. Vegetable
and seed oil, butter and margarine are expected to continue to grow well,
while olive oil will remain insignificant, with little product awareness and
slow future sales growth.
CATEGORY DATA
- Table 234 Sales of Oils and Fats by Category: Volume 2006-2011
- Table 235 Sales of Oils and Fats by Category: Value 2006-2011
- Table 236 Sales of Oils and Fats by Category: % Volume Growth 2006-2011
- Table 237 Sales of Oils and Fats by Category: % Value Growth 2006-2011
- Table 238 Vegetable and Seed Oil by Type: % Value Breakdown 2006-2011
- Table 239 Oils and Fats Company Shares 2006-2010
- Table 240 Oils and Fats Brand Shares 2007-2010
- Table 241 Sales of Oils and Fats by Distribution Format: % Analysis
2006-2011
- Table 242 Forecast Sales of Oils and Fats by Category: Volume 2011-2016
- Table 243 Forecast Sales of Oils and Fats by Category: Value 2011-2016
- Table 244 Forecast Sales of Oils and Fats by Category: % Volume Growth
2011-2016
- Table 245 Forecast Sales of Oils and Fats by Category: % Value Growth
2011-2016
Other Dairy in Vietnam - Category Analysis
HEADLINES
TRENDS
Plain condensed/evaporated milk will contribute the majority of other dairy
products' sale in 2011. Condensed milk is an extremely common product in
Vietnam. Its popularity can be traced back to the 1970s, when most people were
still poor and condensed milk was an affordable choice compared to other dairy
products. Till today, condensed milk is still widely consumed by consumers of
various backgrounds and social classes throughout the country. Condensed milk
was used for various purposes, either to mix with the traditional Vietnamese
ca phe phin, make homemade yoghurt, or as a replacement for baby formula or
drinking milk products by low-income families. As a result, in 2011, demand
for condensed/evaporated milk remains stable, despite its maturity.
COMPETITIVE LANDSCAPE
Vietnam Dairy Products (Vinamilk) continued to lead the whole category, due to
its dominant position in condensed/evaporated milk with two key brands - Ong
Tho and Ngoi Sao Phuong Nam. FrieslandCampina Vietnam took the second position
with its famous Dutch Lady brand, which was considered to be more premium than
Vietnam Dairy Products' brands. Leveraging its international brand name,
FrieslandCampina promoted its products to have better nutrition to justify its
premium price. These two manufacturers together accounted for nearly 97% of
other dairy's value share, making the participation from other manufacturers
insignificant.
PROSPECTS
With consumers enjoying higher incomes and living standards, they are
gradually shifting from condensed/evaporated milk to drinking milk products
for better nutrition. Condensed/evaporated milk, the key category in other
dairy products, has already reached maturity, and demand is slowing down
accordingly. Meanwhile, other categories such as cream and coffee whiteners
are still small and insignificant, as they still have low product awareness.
Therefore, as a reflection of its uncertain outlook, other dairy products is
expected to see a low CAGR of 2% in constant value terms over the forecast
period.
CATEGORY DATA
- Table 246 Sales of Other Dairy by Category: Volume 2006-2011
- Table 247 Sales of Other Dairy by Category: Value 2006-2011
- Table 248 Sales of Other Dairy by Category: % Volume Growth 2006-2011
- Table 249 Sales of Other Dairy by Category: % Value Growth 2006-2011
- Table 250 Cream by Type: % Value Breakdown 2006-2011
- Table 251 Sales of Other Dairy by Distribution Format: % Analysis 2006-2011
- Table 252 Forecast Sales of Other Dairy by Category: Volume 2011-2016
- Table 253 Forecast Sales of Other Dairy by Category: Value 2011-2016
- Table 254 Forecast Sales of Other Dairy by Category: % Volume Growth
2011-2016
- Table 255 Forecast Sales of Other Dairy by Category: % Value Growth
2011-2016
Pasta in Vietnam - Category Analysis
HEADLINES
TRENDS
Pasta is still not very familiar to the majority of consumers in Vietnam.
However, as Western lifestyles have a strong influence on local people,
Western cuisines, and pasta in particular, have begun to gain popularity among
consumers, especially those living in big cities. The number of Western
cuisine restaurants increased strongly, thus helped to raise awareness of
these types of food.
COMPETITIVE LANDSCAPE
Barilla Alimentare SpA continued to lead dried pasta and pasta as a whole,
accounting for more than 53% of value sales in 2010. Italpasta SpA and Pasta
Zara SpA ranked second and third. Products of Barilla Alimentare were present
in most retail channels and consumers were well aware of the brand. As pasta
was still relatively small, it was important for companies to make their
products accessible to consumers. Barilla was successful in doing so,
therefore, able to maintain its leading position without any promotional or
marketing activities.
PROSPECTS
Over the forecast period, it is expected that demand for pasta will continue
to rise, due to the Western-influenced lifestyles and improved standards of
living. However, growth is expected to concentrate in food service rather than
in retail, as most people still prefer to consume pasta dishes in foodservice
outlets than cook it at home. People are still not familiar with cooking pasta.
CATEGORY DATA
- Table 256 Sales of Pasta by Category: Volume 2006-2011
- Table 257 Sales of Pasta by Category: Value 2006-2011
- Table 258 Sales of Pasta by Category: % Volume Growth 2006-2011
- Table 259 Sales of Pasta by Category: % Value Growth 2006-2011
- Table 260 Pasta Company Shares 2006-2010
- Table 261 Pasta Brand Shares 2007-2010
- Table 262 Sales of Pasta by Distribution Format: % Analysis 2006-2011
- Table 263 Forecast Sales of Pasta by Category: Volume 2011-2016
- Table 264 Forecast Sales of Pasta by Category: Value 2011-2016
- Table 265 Forecast Sales of Pasta by Category: % Volume Growth 2011-2016
- Table 266 Forecast Sales of Pasta by Category: % Value Growth 2011-2016
Ready Meals in Vietnam - Category Analysis
HEADLINES
TRENDS
Over the review period, rapid urbanisation, together with the strong
development of the Vietnamese economy, resulted in the pace of life in the
main cities of Vietnam, such as Ho Chi Minh City and Hanoi, becoming
increasingly hectic. Furthermore, the number of Vietnamese women participating
in the workforce continued to increase. Consequently, females had less time
for preparing and cooking meals, which resulted in increased demand for ready
meals.
COMPETITIVE LANDSCAPE
In 2010, Vissan remained the leading player in ready meals, in accounting for
a retail value sales share of 32%. The company has a long-established presence
in Vietnam. As the leading player, Vissan continued to be a leading innovator
in ready meals over the review period. The company continued to invest in
research and development activities, to enable it to introduce new products to
better satisfy consumer demand. More importantly, Vissan has built a strong
distribution system over the years, with some 60 Vissan food specialist
outlets and thousands of retailers and distributors across the country. In
2010, Vissan introduced a number of vegetarian ready meal products, in line
with the growing number of vegetarians in the country.
PROSPECTS
Over the forecast period, increasing diversity, in term of pricing, products
types and brands, is expected to be seen in ready meals. The line between
premium, standard and economy brands is likely to become more clearly defined,
with local manufacturers planning to introduce less expensive products to
cater to low- and middle-income consumers. Besides Vietnamese dishes,
manufacturers are likely to introduce products based on foreign cuisine, in
line with the rising number of tourists visiting the country and foreigners
living in Vietnam.
CATEGORY DATA
- Table 267 Sales of Ready Meals by Category: Volume 2006-2011
- Table 268 Sales of Ready Meals by Category: Value 2006-2011
- Table 269 Sales of Ready Meals by Category: % Volume Growth 2006-2011
- Table 270 Sales of Ready Meals by Category: % Value Growth 2006-2011
- Table 271 Ready Meals: Vegetarian Vs Non-vegetarian % Breakdown by Type
2011
- Table 272 Chilled Ready Meals % Breakdown by Ethnicity 2006-2011
- Table 273 Ready Meals Company Shares 2006-2010
- Table 274 Ready Meals Brand Shares 2007-2010
- Table 275 Sales of Ready Meals by Distribution Format: % Analysis 2006-2011
- Table 276 Forecast Sales of Ready Meals by Category: Volume 2011-2016
- Table 277 Forecast Sales of Ready Meals by Category: Value 2011-2016
- Table 278 Forecast Sales of Ready Meals by Category: % Volume Growth
2011-2016
- Table 279 Forecast Sales of Ready Meals by Category: % Value Growth
2011-2016
Sauces, Dressings and Condiments in Vietnam - Category Analysis
HEADLINES
TRENDS
Sauces, dressings and condiments is one of the most traditional packaged food
categories in Vietnam. The three largest categories in retail value terms were
fish sauce, MSG, and soy based sauces, as they were necessary ingredients for
traditional Vietnamese dishes, without much variation from region to region.
These categories enjoyed high and stable consumer demand nationwide.
COMPETITIVE LANDSCAPE
Masan Food continued to lead sales in 2010 and further consolidated its
leading position. Masan had an extensive product line, with many successful
brands in the biggest categories, namely soy based sauce, chilli sauce, fish
sauce and stock cubes and powders. Its most notable product among all was soya
sauce. After the scandal of toxic substances being found in soy based sauces
in 2007, Masan wisely and promptly promoted its brands as safe to consume and
certified by trusted government health bodies. Masan's products gained
significant market share after the scandal and since then, the company has
successfully maintained its leading position.
PROSPECTS
Sauces, dressings and condiments are expected to see increasing demand over
the forecast period. Urban areas may see the development of more sophisticated
products, while unexploited areas may see further expansion and increase in
market penetration by manufacturers.
CATEGORY DATA
- Table 280 Sales of Sauces, Dressings and Condiments by Category: Volume
2006-2011
- Table 281 Sales of Sauces, Dressings and Condiments by Category: Value
2006-2011
- Table 282 Sales of Sauces, Dressings and Condiments by Category: % Volume
Growth 2006-2011
- Table 283 Sales of Sauces, Dressings and Condiments by Category: % Value
Growth 2006-2011
- Table 284 Wet/Cooking Sauces by Type: % Value Breakdown 2006-2011
- Table 285 Sauces, Dressings and Condiments Company Shares 2006-2010
- Table 286 Sauces, Dressings and Condiments Brand Shares 2007-2010
- Table 287 Sales of Sauces, Dressings and Condiments by Distribution
Format: % Analysis 2006-2011
- Table 288 Forecast Sales of Sauces, Dressings and Condiments by Category:
Volume 2011-2016
- Table 289 Forecast Sales of Sauces, Dressings and Condiments by Category:
Value 2011-2016
- Table 290 Forecast Sales of Sauces, Dressings and Condiments by Category:
% Volume Growth 2011-2016
- Table 291 Forecast Sales of Sauces, Dressings and Condiments by Category:
% Value Growth 2011-2016
Snack Bars in Vietnam - Category Analysis
TRENDS
Sales of snack bars in Vietnam remained negligible during the review period,
including 2011 due to the low demand from consumers. Being a Western product,
snack bars remained quite a new concept to Vietnamese consumers. In addition,
the strong development of sweet and savoury snacks and dried processed food is
one of the main contributors to the low awareness of snack bars. Soup in
Vietnam - Category Analysis
HEADLINES
TRENDS
Soup is still not popular in Vietnam. Consumers perceived that processed soup
normally contains preservatives and artificial flavourings, which are less
healthy and tasty than soup made with fresh ingredients. In fact, soup was
supposed to cater to busy consumers, who did not have much time to prepare
their food. However, soup was having a difficult time reaching its target
customers, as consumers preferred ready-to-cook soup mixes offered by most
supermarkets, which contained fresh vegetables and ready-mixed seasoning packs
chosen for familiar dishes for Vietnamese consumers.
COMPETITIVE LANDSCAPE
Vissan Co Ltd dominated the category in 2010 with a 35% value share. It also
recorded the biggest increase in value sales in 2010. Vissan was a very
popular brand name in Vietnam, with its long standing history and strong
presence in packaged food as a whole. The company's canned/preserved soup was
usually used to cook hot pot dishes or to use as a broth substitute. In
comparison with other foreign brands, Vissan was favoured thanks to its
affordable price and its familiar taste to Vietnamese consumers.
PROSPECTS
Soup is expected to grow at a CAGR of 4% in constant value terms over the
forecast period. The growth rate is predicted to follow a declining trend, due
to low consumer demand and slow market development.
CATEGORY DATA
- Table 292 Sales of Soup by Category: Volume 2006-2011
- Table 293 Sales of Soup by Category: Value 2006-2011
- Table 294 Sales of Soup by Category: % Volume Growth 2006-2011
- Table 295 Sales of Soup by Category: % Value Growth 2006-2011
- Table 296 Leading Soup Flavours 2006-2011
- Table 297 Soup Company Shares 2006-2010
- Table 298 Soup Brand Shares 2007-2010
- Table 299 Sales of Soup by Distribution Format: % Analysis 2006-2011
- Table 300 Forecast Sales of Soup by Category: Volume 2011-2016
- Table 301 Forecast Sales of Soup by Category: Value 2011-2016
- Table 302 Forecast Sales of Soup by Category: % Volume Growth 2011-2016
- Table 303 Forecast Sales of Soup by Category: % Value Growth 2011-2016
Spreads in Vietnam - Category Analysis
HEADLINES
TRENDS
In 2011, the habit of consuming spreads in Vietnam is strengthening as
consumers do not have enough time to prepare and cook meals. Spreads are
typically consumed by young people such as students and young working
professionals. Normally, consumers eat spreads with bread, on sandwiches or
savoury biscuits and crackers for their breakfast or lunch. In spite of the
rising demand from local consumers for spreads, the key purchasers of spreads
are expatriates who live and work in Vietnam.
COMPETITIVE LANDSCAPE
In 2010, Angel Camacho SA with its popular brand Fragata retained its leading
position with a 15% share in value terms, followed by Golden Farm with 12% and
Vietnam National Apiculture Corp with 8%. Angel Camacho is well-known for its
high product quality and diverse product range in terms of flavours. Moreover,
the company also has a wide distribution system to facilitate its development
in Vietnam.
PROSPECTS
Over the forecast period, consumers will demand more sophisticated products in
line with the growing awareness of health and wellness in Vietnam. As
consumers will be more cautious about their calorie intake, they will be more
wary of using spreads which are believed to be high in calories. Thus,
sugar-free spreads will be launched in response to such consumer demands.
CATEGORY DATA
- Table 304 Sales of Spreads by Category: Volume 2006-2011
- Table 305 Sales of Spreads by Category: Value 2006-2011
- Table 306 Sales of Spreads by Category: % Volume Growth 2006-2011
- Table 307 Sales of Spreads by Category: % Value Growth 2006-2011
- Table 308 Leading Flavours for Jams and Preserves 2006-2011
- Table 309 Spreads Company Shares 2006-2010
- Table 310 Spreads Brand Shares 2007-2010
- Table 311 Sales of Spreads by Distribution Format: % Analysis 2006-2011
- Table 312 Forecast Sales of Spreads by Category: Volume 2011-2016
- Table 313 Forecast Sales of Spreads by Category: Value 2011-2016
- Table 314 Forecast Sales of Spreads by Category: % Volume Growth 2011-2016
- Table 315 Forecast Sales of Spreads by Category: % Value Growth 2011-2016
Sugar Confectionery in Vietnam - Category Analysis
HEADLINES
TRENDS
In 2011, consumers will witness a wider range of sugar confectionery in terms
of flavours, types and brands. Low-income consumers can choose local products
which have acceptable quality at a cheap price. Middle-income and high-income
consumers can purchase international products that has delicious tastes and
superior quality. In recent years, local manufacturers tried to enhance their
technology to produce high quality products not only to change Vietnamese'
perception of local products but also to compete with foreign products.
COMPETITIVE LANDSCAPE
In 2010, Perfetti Van Melle Vietnam Ltd continued to lead sugar confectionery.
Some of its popular brands Mentos, Alpenliebe and Golia were famous for their
good quality and attractive packaging. Both local manufacturers, Bien Hoa
Confectionery Corp (Bibica) and Haiha Confectionery JSC were positioned in
second place. As their target market was low- and middle-income consumers,
their products had a lower price than the international products.
PROSPECTS
Public media such as newspapers, magazines and televisions reported a higher
number of obesity cases in Vietnam. They also warned that obesity can increase
the risk of various diseases such as heart disease and high blood pressure. As
a result, Vietnamese consumers are more aware of their sugar intake and they
will choose sugar-free products. Hence, both local and international
manufacturers will try to introduce new sugar-free products to satisfy the
increasing demand from health-conscious consumers over the forecast period.
CATEGORY DATA
Summary 28 Other Sugar Confectionery: Product Types
- Table 316 Sales of Sugar Confectionery by Category: Volume 2006-2011
- Table 317 Sales of Sugar Confectionery by Category: Value 2006-2011
- Table 318 Sales of Sugar Confectionery by Category: % Volume Growth
2006-2011
- Table 319 Sales of Sugar Confectionery by Category: % Value Growth
2006-2011
- Table 320 Sugarised Vs Sugar-free Sugar Confectionery % Breakdown by Type
2011
- Table 321 Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown
2006-2011
- Table 322 Sugar Confectionery Company Shares 2006-2010
- Table 323 Sugar Confectionery Brand Shares 2007-2010
- Table 324 Sales of Sugar Confectionery by Distribution Format: % Analysis
2006-2011
- Table 325 Forecast Sales of Sugar Confectionery by Category: Volume
2011-2016
- Table 326 Forecast Sales of Sugar Confectionery by Category: Value
2011-2016
- Table 327 Forecast Sales of Sugar Confectionery by Category: % Volume
Growth 2011-2016
- Table 328 Forecast Sales of Sugar Confectionery by Category: % Value
Growth 2011-2016
Sweet and Savoury Snacks in Vietnam - Category Analysis
HEADLINES
TRENDS
In 2011, the category will see an increase in demand for indulgence food and
sweet treats, due to the improved living standards and higher disposable
income, which helped to boost the growth of sweet and savoury snacks in
Vietnam. Extruded snacks and chips were favoured by the younger generation,
while traditional snacks such as beef jerky and nuts are chosen by adult
consumers. Sweet and savoury snacks is expanding, from urban areas to other
less urbanised regions.
COMPETITIVE LANDSCAPE
Tan Tan Food & Foodstuff Co remained the leader in sweet and savoury snacks in
2010, accounting for an 11% value share. The company had its strongest
presence in nuts, with a value share of 63%. Tan Tan had a long established
reputation in the local market, as well as a wide distribution network,
especially to food service operators, which explained its constant leading
position over the years.
PROSPECTS
It is expected that sweet and savoury snacks will continue to grow at a robust
rate, due to increasing consumer demand and improved standards of living.
Growth rates, though differ from one category to another, are expected to be
positive across all categories as people will consume all kinds of snacks and
indulgence foods. In fact, per capita consumption of sweet and savoury snacks
in Vietnam is still relatively low compared to neighbouring countries.
Therefore, there is huge potential for market expansion in Vietnam.
CATEGORY DATA
- Table 329 Sales of Sweet and Savoury Snacks by Category: Volume 2006-2011
- Table 330 Sales of Sweet and Savoury Snacks by Category: Value 2006-2011
- Table 331 Sales of Sweet and Savoury Snacks by Category: % Volume Growth
2006-2011
- Table 332 Sales of Sweet and Savoury Snacks by Category: % Value Growth
2006-2011
- Table 333 Extruded Snacks by Type: % Value Breakdown 2006-2011
- Table 334 Popcorn by Type: % Value Breakdown 2006-2011
- Table 335 Sweet and Savoury Snacks Company Shares 2006-2010
- Table 336 Sweet and Savoury Snacks Brand Shares 2007-2010
- Table 337 Sales of Sweet and Savoury Snacks by Distribution Format: %
Analysis 2006-2011
- Table 338 Forecast Sales of Sweet and Savoury Snacks by Category: Volume
2011-2016
- Table 339 Forecast Sales of Sweet and Savoury Snacks by Category: Value
2011-2016
- Table 340 Forecast Sales of Sweet and Savoury Snacks by Category: % Volume
Growth 2011-2016
- Table 341 Forecast Sales of Sweet and Savoury Snacks by Category: % Value
Growth 2011-2016
- Summary 29 Other Sweet and Savoury Snacks: Product Types
Yoghurt and Sour Milk Drinks in Vietnam - Category Analysis
HEADLINES
TRENDS
In 2011, yoghurt and sour milk drinks is expected to see a robust growth rate,
as consumer become more aware of the health benefits of the products. Yoghurt
has long been considered a healthy food by most consumers, due to the
advertising and education by players in the early years, including Vietnam
Dairy Products (Vinamilk). In recent years, packaged yoghurt has gradually
taken over from homemade and unbranded yoghurt, due to hygiene and food safety
reasons. Having said that, many still prefer unbranded yoghurt, as it is
freshly made and has a better taste.
COMPETITIVE LANDSCAPE
Vietnam Dairy Products (Vinamilk) led sales in 2010 with 71% value share, with
its dominant position in yoghurt. The company was also the clear leader of
spoonable yoghurt with a 92% share. Vinamilk had a strong and established
brand name in Vietnam, with a good reputation. It was also very active in its
marketing activities and research and development, especially when launching
new products. Its newest line, pre/pro biotic spoonable yoghurt was performing
extraordinarily in 2010.
PROSPECTS
Over the forecast period, it is predicted that yoghurt and sour milk drinks
will continue to perform well. It will not only develop in big cities or urban
areas, but also expand to rural areas or other unexploited regions. Consumers
will have more disposable income, and will be more health-conscious. Thus,
they will be more likely to consume more healthy food, with yoghurt and sour
drinks at the top of their lists.
CATEGORY DATA
- Table 342 Sales of Yoghurt and Sour Milk Drinks by Category: Volume
2006-2011
- Table 343 Sales of Yoghurt and Sour Milk Drinks by Category: Value
2006-2011
- Table 344 Sales of Yoghurt and Sour Milk Drinks by Category: % Volume
Growth 2006-2011
- Table 345 Sales of Yoghurt and Sour Milk Drinks by Category: % Value
Growth 2006-2011
- Table 346 Soy-based vs Dairy-based Yoghurt % Breakdown 2010
- Table 347 Leading Flavours for Flavoured Spoonable Yoghurt 2006-2011
- Table 348 Yoghurt and Sour Milk Drinks Company Shares 2006-2010
- Table 349 Yoghurt and Sour Milk Drinks Brand Shares 2007-2010
- Table 350 Sales of Yoghurt and Sour Milk Drinks by Distribution Format: %
Analysis 2006-2011
- Table 351 Forecast Sales of Yoghurt and Sour Milk Drinks by Category:
Volume 2011-2016
- Table 352 Forecast Sales of Yoghurt and Sour Milk Drinks by Category:
Value 2011-2016
- Table 353 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: %
Volume Growth 2011-2016
- Table 354 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: %
Value Growth 2011-2016
