Carbonated Drink Viettrack

Market research top-line
HCMC
Oct. 2012
HA NOI
THEME:
Mens behavior & drinking habit
DA NANG
About:
Viettrack is a monthly consumer research report of FTA Research & Consultant, aims to deliver
opinions, evaluations and perceptions of consumers about various topics including economic
situation, new trends, products & services etc.
We do hope that Viettrack could help producers and marketers feel the breath of consumers,
from which find out the most appropriate way to satisfy the consumers needs which is
increasingly sophisticated.
Viettrack is done according to ISO 20252:2006, the international quality standard in market
research and ESOMAR code of conduct.
Viettrack - October 2012:

Sampling size : N=300;
HCM = HN = DN = 100
Sex: Male
Economic class: ABCD
Age: 18 - 49
Product usage
Beer, instant coffee and CSD are the most popular drink toward male customers.
It seems to be wine and energy drink are more preferred in Hanoi comparing to HCMC and
Danang.
Overall
HCMC
Drank before
Drank in the last 3 months
48 62
90
85
Draught Beer
Energy Drink
33
Instant coffee
9
5
52
17
97
80
49
58
CSD
N=300
87
85
64
99
73
N=100
99
64
52
18
94
60
51
99
93
76
55
43
70
72
98
85
80
7
60
29
86
62
42
37
93
RTD Tea
99
91
40
74
86
100
97
88
86
N=100
95
88
52
18
10
86
81
99
79
66
44
100
84
90
73
82
72
22
55
63
27
42
100
94
91
24
83
49
98
61
95
77
58
Fruit juice
89
81
18
11
69
98
87
85
98
62
20
14
Drank in the last 1 month
58
33
Beer
Danang
96
88
Wine
RTD Coffee
Hanoi
58
N=100
80
Time of usage
Wine and Beer are mostly used at night time. However, in Hanoi, most of male consumers drink
beer at evening time, while instant coffee is chosen for morning time.
Beside, consumers often use energy drink, RTD Tea and CSD on the afternoon.
Overall
HCM
Morning
14
Wine
Draght beer
3 13
18
RTD Tea
CSD
67
63
38
17
52
75
12
24
42
50
N=300
25
20
54
11
54
72
20
N=100
54
86
N=100
47
34 48
55
28
6
69
67
13
46
100
71
50
42
5
11
97
14
74
6
10
18
45
50
14
14
81
32
89
61
11
13
8
47
47
17
58
3
81
73
12
20
13
15
12
19
18
52
24
10
77
21
79
20
27
100
21
29
79
43
19
62
36
94
20
67
20
28
Night
58
87
16
19
12
12
93
43
11
16
Fruit Juice
RTD Coffee
11
6
42
Evening
38
35
72
18
Energy drink
Instant coffee
2
46
Danang
25
78
17
Beer
Afternoon
5
33
Hanoi
43
58
30
22
60
23
28
N=100
74
73
70
68
Frequency of usage
Instant coffee is a popular weekly choice for male consumers. Beside, in respect of other
drinks, average usage is 2-3 times/week .
Less than once a month
3
9
10
7
16
3
6
23
3
5
12
12
17
Once a month
2-3 times per month
4
7
10
14
21
26
20
15
14
13
14
2
14
28
14
18
36
42
21
15
20
29
Once a week
23
28
33
2-3 times per week

24
36
30
4-6 times per day

Daily
35
30
10
3
8
4
Wine
Beer
N=187
N=273
32
13
Draught
beer
Energy
drink
Fruit juice
N=43
N=232
N=100
Instant
coffee
RTD
coffee
N=220
N=14
RTD tea
N=175
17
7
CSD
N=261
Drinking place - Overall

Alcohol drinks such as beer/wine are often used in on-premise, especially in Quan nhau while
other soft drinks are drunk mostly in off-premise such as at home or friends home.
Wine
Beer
Draught beer
Energy drink
Fruit juice
On-premise
Quan nhau
70
Restaurant
28
Food stalls
28
Disco/Bar/Club/Karaoke
77
70
34
20
28
17
20
27
25
18
10
Coffee Shop
44
46
Off-premise
Home
54
Friends/Relatives' Home
53
43
N=187
49
N=273
18
22
N=60
56
20
N=232
67
13
N=148
Drinking place - Overall

RTD coffee
Instant coffee
RTD tea
CSD
On-premise
Quan nhau
Restaurant
Food stalls
Disco/Bar/Club/Kar
aoke
22
Coffee Shop
23
30
10
52
12
53
41
Off-premise
Home
Friends/Relatives'
Home
68
69
N=26
N=220
64
19
N=211
62
22
N=261
Drinking partner - Overall

Liquor such as wine and beer are mostly used in friend gathering occasion, they rarely drink
alone.
However, other type of drinks, they could drink alone or with friend/colleague.
Wine
Alone
10
11
Friend/Colleague
83
90
75
23
24
23
Customer
26
21
27
54
Parents
Lover/Wife
57
12
16
N=187
N=273
N=60
61
68
69
10
43
Fruit juice
60
Neighbour
Relative
Energy
drink
Draught
beer
Beer
19
20
17
N=232
20
N=148
Drinking partner - Overall
RTD Coffee
Alone
77
Friend/Colleague
Neighbour
Customer
Relative
Parents
Lover/Wife
Instant Coffee
61
27
57
N=26
RTD Tea
N=220
65
62
68
65
10
16
CSD
21
10
18
N=211
25
14
N=261
Brand Usage CSD.

Coca-Cola is a most popular CSD, especially in Hanoi.
Overall
HCMC
Hanoi
Have drunk in the last 3 months

50
Coca-Cola
79
65
Pepsi
22
22
3
2
9
37
Bidrico
3
15
1
11
2
1
Xa Xi Vinh
Hao
Chuong
Duong
15
Big cola
15
4
8
1
20
4
1
15
2
4
1
2
11
11
1
1
N=261
1
N=93
2
N=88
75
55
10
1
6
15
Sprite
63
17
53
Mirinda
47
79
42
26
Fanta
65
78
27
7UP
Drink most often

84
39
Danang
N=80
Brand Usage Beer

In HCMC, Heineken is the most popular drink. But in Hanoi, consumers prefer Hanoi beer as their
first choice. Beside that, Danang people choose green Larue.
HCMC
Overall
Hanoi

61
Heineken
Drink most often

29
68
37
Danang
15
69
45
27
28
Tiger
42
46
31
3
15
8
3
1
2
26
3
23
2
20
28
80
60
20
26
Green Larue
16
55
Ha Noi beer
Red Larue
26
6
26
Red Sai Gon
17
333
Green Sai
Gon
2
1
16
13
73
46
Zorok
Sapporo
15
1
N=273
N=89
N=96
N=88
36
Brand Usage Wine

In Hanoi, Vodka is the most popular drink. But in HCMC, it seem Vietnamese wines are more
popular than others.
Overall
HCMC
Hanoi

45
Vodka
8
Whisky
21
Brandy
Gin wine
2
14
38
33
26
15
4
2
30
18
5
13
Vietnamese wines
30
26
63
Rum
74
4
2
Drink most often
30
37
Red/white Wine
Danang
19
12
17
5
5
2
3
1
1
N=187
N=58
N=87
N=42
Brand Usage Instant Coffee

Nescafe and Trung Nguyen caf are the most popular drink in all locations. Especially, in Hanoi and
HCMC, Trung Nguyen caf is ranked at top. However, in a general view, Nescafe is a dominant
brand comparing to other in the Danang market.
Overall
HCMC
Hanoi
27
G7 (Trung
Nguyen)
Moment
(Vinamilk)
Maccoffee
29
62
57
34
22
6
2
18
23
8
2
27
49
46
26
43
25
38
47
27
49
Vinacafe
Drink most often
52
47
Nescafe
Danang
Americafe
N=220
N=80
N=85
N=55
Brand Usage Energy Drink

Therefore, this 3 brands have a highest demand among other in Energy drink market.
HCMC
Total
Hanoi

27
Sting
22
Number 1
52
65
27
61
22
1
4
Buffalo
9
2
1
1
Red Tiger
17
15
1
10
1
5
1
3
Sumo
N=232
N=84
N=86
35
36
33
15
44
30
47
28
37
55
45
Samurai
45
27
29
27
Lipovitan
Drink most often
44
Red Bull
Danang
N=62
Source of Information - Overall

Almost people get to know a new brand of drink through television advertising. However, liquor is
often noticed by word of mouth such as from friends, relatives.
CSD
Beer
Television Advertising
Radio
19
Outdoor advertising
(poster, signboard)
48
Instore advertising
46
Word of mouth
48
N=261
19
13
39
81
18
21
15
19
36
49
42
65
N=273
Energy drink
78
25
30
Newspaper/Magazine
Coffee
64
92
Internet Advertising
Wine
40
41
41
44
72
N=187
43
N=220
N=232
Source of Information - HCMC
CSD
Beer
37
38
Newspaper/Magazine
27
75
Instore advertising
Word of mouth
18
18
46
22
N=93
16
21
57
46
59
29
54
N=89
87
24
Outdoor advertising
(poster, signboard)
Energy Drink
84
26
19
Coffee
85
96
Internet Advertising
Radio
Wine
41
78
N=58
66
24
N=80
38
16
N=84
Source of Information - Hanoi
CSD
Beer
Radio
Outdoor advertising
(poster, signboard)
13
14
Instore advertising
Word of mouth
11
23
13
45
69
N=96
13
49
57
N=88
13
35
67
15
19
Energy drink
61
23
22
Newspaper/Magazine
Coffee
46
84
Internet advertising
Wine
15
31
71
N=87
40
52
N=85
59
N=86
Influence Sources - Danang
CSD
Beer
14
30
Newspaper/Magazine
16
48
Instore advertising
14
Word of mouth
18
39
31
52
71
N=88
38
51
68
N=80
31
56
90
13
Outdoor advertising
(poster, signboard)
Energy drink
96
19
11
Coffee
61
95
Internet advertising
Radio
Wine
51
64
N=42
50
48
49
N=55
60
N=62
Influence factors toward choices of brand - Overall

Wine
Beer
Reasonable price (55%)
Origin (54%)
Trusted brand by family
and friend (52%)
Alcohol concentration
(51%)
Alcohol concentration (54%)

Origin (52%)
Trusted brand by family and friend (51%)
Energy Drink
Reasonable price(46%)
Origin (44%)
Branded (40%)
CSD
Origin (53%)
Trusted brand by family and
friend (49%)
Branded (42%)
gas percentage (37%)
Instant coffee
Scent (49%)
Origin (46%)
Strong (bitter) taste (42%)
Branded (35%)
Price is the most influence factors toward almost customers choice of brand such as
beer, energy drink and CSD. Beside that, in term of wine, alcohol concentration is more
likely important. Additionally, coffees scent is more significant comparing to its price.
And the last but not least, the origin of product is the most popular factors that
consumers are usually concerned when purchasing drink products.
Occasion of Usage - Overall

Common drinks such as coffee and energy drink can be used in anytime while liquor and CSD
are more likely to be used in friend gathering occasion and big event such as wedding.
CSD
Beer
Birthday party/
Wedding/ Anniversary
56
Friends gathering
29
12
52
N=261
20
N=273
22
15
18
N=187
46
16
24
28
54
43
26
Energy drink
10
67
59
10
Others (Anytime)
55
82
40
Holiday/Vacation
Coffee
76
56
Family garthering
Customer meeting
Wine
22
61
N=220
70
N=232
Occasion of Usage - HCMC
CSD
Beer
Birthday party/
59
Friend gathering
Others (Anytime)
50
12
7
N=89
16
80
41
40
51
Energy drink
85
64
16
N=93
71
90
46
Holiday/Vacation
Coffee
92
72
Family gathering
Customer meeting
Wine
19
26
20
16
10
N=58
61
31
53
N=80
67
N=84
Occasion of Usage - Hanoi
CSD
Beer
Birthday party/
49
Friend gathering
Holiday/Vacation
48
39
Family gathering
Customer meeting
Wine
21
13
47
N=88
39
18
N=96
23
Energy drink
29
54
42
11
Others (Anytime)
47
67
33
Coffee
31
23
14
11
19
11
11
20
N=87
14
57
N=85
66
N=86
Occasion of Usage Da nang
CSD
Beer
Birthday party/
60
Friend gathering
89
56
Family gathering
Customer meeting
Wine
Holiday/Vacation
11
60
N=80
24
35
N=88
57
16
39
23
24
N=42
45
51
52
18
Energy drink
22
69
74
23
Others (Anytime)
50
92
41
Coffee
82
N=55
79
N=62
Beer Drinking habit

Overall
HCMC
Hanoi
Danang
Package Type
Often drink
Bottle
330/335/350 ml
50
Bottle 500ml
83
54
96
99
41
16
21
60
45
72
32
5
85
46
23
76
10
69
51
17
Can 330/350/355
ml
Can 500ml
Drink most often
47
8
Volume of consumption
Less than 1 bottle per week
11
10
25
30
19
27
24
27
18
9
6
7
1-3 bottle per week

4-6 bottle per week
7-9 bottle per week
10-14 bottle per week
15-19 bottle per week
More than 20 bottles each
time
8
4
6
N=273
16
6
26
15
N=89
31
14
29
3
N=96
17
5
N=88
Beer such as bottle beer and can beer from 330-350ml have higher demand comparing to
other. It seems to be that HCMC and Danang people drink more beer than Hanoi people.
Cost per purchase of beer/wine - Overall

People from HCMC spend more for beer/wine comparing to people in Hanoi and Danang. Almost
people from Hanoi and Danang spend less than 100,000 vnd per time drinking beer while people
from HCMC average spending cost is from 100,000 200,000 vnd.
Average cost of 1bottle of wine is usually less than 100,000 vnd.
Beer (per time)

Overall
From 1,000,000 and more
700,000 - 799,000 VND
14
5
14
Hanoi
5
Danang
Overall HCMC
3
8
17
9
3
5
10
18
Danang
10
14
14
7
16
20
Hanoi
12
33
600,000 - 699,000 VND

500,000 - 599,000 VND
HCMC
Wine (per bottle)
14
31
18
400,000 - 499,000 VND

40
300,000 - 399,000 VND

200,000 - 299,000 VND
74
57
56
N=96
N=88
60
59
N=187
N=58
54
44
100,000 - 199,000 VND

19
< 100,000 VND

N=273
N=89
N=87
N=42
Snack to use with beer/wine

Men are preferred peanut and pork bologna to drink with alcohol. There are not much different
between locations.
HCMC
Overall
Hanoi
Use
Fruit
Stir fry vegetable
Often use
42
54
10
19
69
24
71
78
19
17
N=90
47
66
30
18
71
33
71
26
30
3
52
35
N=275
65
11
64
Peanut/bean
54
11
34
50
Nothing
38
17
Pork bologna
Danang
21
N=96
29
16
N=89
Expenditure this year VS last year CSD

This year and last year, almost people spend an equivalent amount on soft drink.
Overall
HCMC
Hanoi
Danang
11
This year, I spend more on this drink

comparing to last year
22
This year and last year, I spend an

equivalent amount on this drink.
59
This year, I spend less on this drink

comparing to last year.
19
29
25
69
N= 261
52
58
19
17
20
N= 88
N= 80
N= 93
Expenditure this year VS last year Beer

Consumers spend an equivalent amount in this year and last year for beer. Especially, male
consumers in HCMC spend more than the other 2 locations.
Overall


34
48
18
N= 273
HCMC
Hanoi
Danang
27
36
39
37
23
N= 89
58
47
15
17
N= 96
N= 88
Expenditure this year VS last year Wine

As can be seen, consumers also spend an equivalent amount for wine in this year and last year.

Overall
HCMC
20
19

53

27
Hanoi
Danang
14
24
52
48
56
N= 187
33
33
19
N= 58
N= 87
N= 42
Expenditure this year VS last year Instant Coffee
Almost people spend an equivalent amount for instant coffee and energy drink in this year
and last year.
Overall
20

65

16
N= 220
HCMC
23
Hanoi
19
Danang
16
57
75
68
24
10
N= 80
N= 85
N= 55
Expenditure this year VS last year Energy Drink
Overall
This year and last year, I spend an equivalent

amount on this drink.
This year, I spend less on this drink comparing

to last year.
14
71
HCMC
14
Hanoi
Danang
7
20
55
84
79
25
15
N= 232
10
N= 84
N= 86
N= 62
Preferred promotion type CSD

In the respect of CSD, the most preferred promotion type is bigger size with the same price or
mobile phone. In a general point of view, Hanoi people has less care about promotion program
comparing to HCMC and Danang people.
HCMC
Overall
Bigger size with the same price
Hanoi
40
35
Mobile phone
31
Computer/ laptop
30
Bonus the same product brand
29
Motorbike
27
Car
26
Discount on the product price
25
Smart phone/Iphone/Ipad
23
Camera
23
Gold metal
20
N= 261
24
27
39
28
37
49
19
14
31
21
11
49
24
29
46
11
34
23
10
N= 93
40
27
15
Danang
43
21
40
15
N= 88
45
N= 80
Preferred promotion type Beer

Mobile phone and Laptop are the most preferred promotion when consumers purchasing beer.
HCMC
Overall
Mobile phone
Hanoi
34
35
Computer / Laptop
34
Motorbike
29
Car
29
28
Fridge/ air-conditioning/washing
machine
26
Camera
26
24
23
N= 273
29
26
32
Danang
21
37
50
26
23
43
12
37
53
13
12
35
18
16
50
20
42
16
14
N= 89
56
10
19
15
43
42
24
N= 96
32
N= 88
The most preferred promotion Wine

In term of alcohol, promotion such as direct discount on the products price or a mobile phone
are more effected.
HCMC
Overall
Hanoi
55
33
Mobile phone
24
21
Motorbike
21
Computer/Laptop
21
20
Camera
18
Car
17
Gold metal
17
16
N= 187
22
19
22
19
22
24
Danang
24
33
24
14
10
31
16
45
31
16
9
16
26
15
33
14
21
N= 58
12
43
13
N= 87
17
N= 42
Preferred promotion type Instant Coffee

The most effected promotion for common drinks such as instant coffee and energy drink is adding
bonus product with same brand.
HCMC
Overall
41
36
26
25
20
Mobile Phone
24
19
Computer/Laptop
21
T-shirt/ Helmet/ Fashion cap
20
18
Car
15
Gold metal
15
Camera
Hanoi
13
N= 220
35
Danang
21
53
40
28
27
25
29
25
28
38
27
26
24
11
36
14
10
N= 80
36
6
N= 85
29
N= 55
Favorite promotion type Energy drink
HCMC
Overall
Hanoi
38
34
31
mobile phone
28
27
Danang
23
38
44
20
25
37
17
30
48
24
27
Computer/Laptop
19
19
17
37
Motorbike
18
16
36
T-shirt/ Helmet/ Fashion cap
18
Car
18
Camera
17
N= 232
11
15
21
12
8
7
N= 84
36
23
11
40
8
N= 86
44
N= 62
MEDIA HABIT
Favorite activities
HCMC
Overall
Watch movie at home
Hanoi
82
70
Drink and party with friends
65
Listen to music
64
Searching Internet
Watch Sport
39
39
Visit friends
37
41
Play Computer Games
36
N=300
54
33
32
54
48
39
31
47
40
38
N=100
67
38
50
40
85
45
56
Play Sport
86
39
79
46
69
53
71
49
Read Newspaper/Magzine
58
63
67
Coffee with friends
Danang
31
36
N=100
35
N=100
Watching TV hour
HCMC
Overall
20h01 - 21h00
Hanoi
64
61
19h01 - 20h00
59
21h01 - 22h00
55
18h01 - 19h00
52
22h01 - 23h00
11h01 - 12h00
28
12h01 - 13h00
27
17h01 - 18h00
64
53
63
50
61
37
15
49
31
28
45
15
20
22
28
22
9
N=300
60
42
14
53
61
19
19
0h01 - 1h00
53
41
22
23h01 - 24h00
66
35
40
Danang
N=100
N=100
11
N=100
Popular TV channel
HCMC
Overall
HBO
81
VTV3
79
VTV1
VTV2
65
57
Star Sport
34
Cinemax
62
64
25
47
46
25
41
36
45
29
65
40
29
39
91
74
67
43
78
95
40
46
HTV9
82
50
56
HTV7
Danang
82
60
Star Movie
Danang
Hanoi
42
42
1
68
23
N=300
N=100
N=100
N=100
Popular Programs
HCMC
Overall
News
Hanoi
75
78
Football
TV film
Music
Other sport
Natural world
Talk show
23
Advertisement
23
Documentary film
23
N=300
32
33
36
36
66
29
31
37
70
72
64
42
76
41
35
58
89
79
74
62
Gameshow
69
56
70
Danang
47
25
48
33
16
28
20
34
21
N=100
N=100
N=100
Popular Newspaper
HCMC
Overall
Bong Da
53
Thanh Nien
43
73
44
The Thao Ngay Nay

Tiep Thi Gia Dinh
Thoi Trang Tre
10
Auto Vietnam
Thanh nien (weekly

newspaper)
Dan Ong
The thao SGGP
N=300
66
56
24
30
17
57
13
20
Danang
60
67
47
Tuoi Tre
Hanoi
22
11
11
16
14
11
8
12
4
1
N=100
N=100
N=100
Popular Website
HCMC
Overall
Google.com.vn
Hanoi
77
67
Youtube.com
47
24h.com.vn
46
Facebook.com
45
Vnexpress.net
44
Yahoo.com
43
Dantri.com.vn
40
Zing.vn
40
Nhaccuatui.com
68
54
57
37
42
50
51
53
45
23
60
44
60
54
28
39
25
37
62
55
36
24
Tuoitre.vn
Danang
33
22
43
13
22
22
18
N=300
N=100
N=100
N=100
We thank you & cordially invite you to
join our
&
panel to get free monthly
market research information & methodology updating
Mail to: viettrack@fta.com.vn

Call: 84 8 3514 2584, ext: 116
for Ms. Dang Thi Thu Thao CRM Department
Or visit: www.ftaresearch.com
Thank you
Thank you

Carbonated Drink Viettrack

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Market research top-line

Mens behavior & drinking habit

Viettrack - October 2012:

Drank in the last 3 months

Drank in the last 1 month

Less than once a month

2-3 times per month

2-3 times per week

4-6 times per day

Drinking place - Overall

Drinking place - Overall

Drinking partner - Overall

Drinking partner - Overall

Brand Usage CSD.

Have drunk in the last 3 months

Drink most often

Brand Usage Beer

Have drunk in the last 3 months

Drink most often

Red Sai Gon

Brand Usage Wine

Have drunk in the last 3 months

Drink most often

Brand Usage Instant Coffee

Have drunk in the last 3 months

Drink most often

Brand Usage Energy Drink

Have drunk in the last 3 months

Drink most often

Source of Information - Overall

Source of Information - HCMC

Source of Information - Hanoi

Influence Sources - Danang

Influence factors toward choices of brand - Overall

Alcohol concentration (54%)

Occasion of Usage - Overall

Occasion of Usage - HCMC

Occasion of Usage - Hanoi

Occasion of Usage Da nang

Beer Drinking habit

Drink most often

1-3 bottle per week

Cost per purchase of beer/wine - Overall

Beer (per time)

700,000 - 799,000 VND

600,000 - 699,000 VND

Wine (per bottle)

400,000 - 499,000 VND

300,000 - 399,000 VND

100,000 - 199,000 VND

< 100,000 VND

Snack to use with beer/wine

Expenditure this year VS last year CSD

This year, I spend more on this drink

This year and last year, I spend an

This year, I spend less on this drink

Expenditure this year VS last year Beer

This year and last year, I spend an

This year, I spend less on this drink

Expenditure this year VS last year Wine

This year, I spend more on this drink

This year and last year, I spend an

This year, I spend less on this drink

Expenditure this year VS last year Instant Coffee