Bo co cp nht tnh hnh th trng FMCG Vit Nam

12 tun kt thc vo 13/07/2014 (12 w/e P7/14)

Thnh th 4 thnh ph chnh & Nng thn Vit Nam

n phm trc Bt u

1
Kantar Worldpanel
 im tin
CC CH S CHNH XU HNG FMCG
iu kin v m c chuyn Tng trng FMCG
chnh
bin tt tuy nhin nhu cu thnh th n nh dn
tiu dng trong nc cn quanh mc 5% thnh
yu vn l ro cn ln. th v 11% nng thn.

NGNH HNG KNH MUA SM TIU IM

TIU BIU Hu ht cc knh chnh Tiu dng thc ung trong
Thc ung la mch v s Thnh th u tng trng tnh hnh kinh t kh khn:
c la Thnh th v Kem chm li. Nng thn, knh Ngi tiu dng chuyn
Nng thn. tp ha ang tip tc cng c sang dng thc ung nh
v th ca mnh. nhiu hn.

2
Kantar Worldpanel
CC CH S CHNH XU HNG FMCG NGNH HNG TIU BIU KNH MUA SM TIU IM

Tng trng FMCG

+5%
+5.3%
v gi tr

+2% v khi lng

Q214 vs. YA
Mc d gn y nn kinh t
+5.0% c mt s du hiu khi sc
Q213 vs. YA
THNH nhng nhu cu tiu dng trong
TH
GDP nc yu vn l ro cn ln.

Tng trng FMCG thnh th

+11% v gi tr

+4.9%
n nh dn quanh mc 5%
+8% v khi lng thnh th v 11% nng thn
7/2014 vs. YA
so vi cng k nm trc.

+7.3% NNG
7/2013 vs. YA
THN
CPI
Ngun: Tng cc thng k 12 w/e P7/14 so vi
Kantar Worldpanel Households Panel Thnh th 4 TP chnh & Nng thn VN - FMCG khng bao gm qu tng cng k nm trc

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Kantar Worldpanel
CC CH S CHNH XU HNG FMCG NGNH HNG TIU BIU KNH MUA SM TIU IM

BC TRANH TNG TRNG TH TRNG FMCG (%)

Thnh th Nng thn
40 40

30 30

20 20 Tng trng FMCG xoay

quanh mc 5% v gi tr v
10 10 2% v khi lng thnh
th. Trong khi , th trng
0 0 nng thn ang n nh dn
quanh mc 11% v gi tr v
-10 -10 8% v khi lng.

12 w/e P7'14
Q2'12

Q3'12

Q4'12

Q1'13

Q2'13

Q3'13

Q4'13

Q1'14

Q2'14
12 w/e P7'14
Q3'12

Q4'12

Q1'13

Q2'13

Q3'13

Q4'13

Q1'14

Q2'14

% tng trng Gi trung bnh * Gi tr Khi lng

*: tnh % thay i gi trung bnh, chng ti tnh mc ng gp ca gi trong thay i gi tr ca mi ngnh hng, cng tt c cc s ny li v xem n trong tng quan
vi ng gp ca mi ngnh hng trong tng gi tr th trng cng k nm trc.
**: tnh % thay i khi lng th trng FMCG, chng ti tnh mc ng gp ca khi lng trong thay i gi tr ca mi ngnh hng, cng tt c cc s ny li trong
tng quan vi ng gp ca mi ngnh hng trong tng gi tr th trng cng k nm trc.
Ngun: Kantar Worldpanel Household panel Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng

4
Kantar Worldpanel
CC CH S CHNH XU HNG FMCG NGNH HNG TIU BIU KNH MUA SM TIU IM

THNH TH 4 TP TNG TRNG GI TR (%) TNG TRNG KHI LNG* (%)

Tng FMCG 5 2
Sa & SP t sa 5 0
Thc ung 10 5
Thc phm ng gi 2 3
Tt c 5 lnh vc chnh ca
SP chm sc c nhn 5 1 FMCG u chu mc tng
SP chm sc gia nh 1 0 trng thp di 5%.
nng thn, nhm cc sn
phm Sa v Chm sc gia
NNG THN
nh ang b b li pha sau vi
Tng FMCG 11 8 mc tng trng khim tn.
Sa & SP sa 8 5
Thc ung 17 12
Thc phm ng gi 8 7
SP chm sc c nhn 16 10
SP chm sc gia nh 5 5

*: tnh % thay i khi lng th trng FMCG, chng ti tnh mc ng gp ca khi lng trong thay i gi tr ca mi
ngnh hng, cng tt c cc s ny li trong tng quan vi ng gp ca mi ngnh hng trong tng gi tr th trng cng k
12 w/e P7/14 so vi
nm trc.
Ngun: Kantar Worldpanel Household panel - Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng cng k nm trc

5
Kantar Worldpanel
CC CH S CHNH XU HNG FMCG NGNH HNG TIU BIU KNH MUA SM TIU IM

THNH TH 4 TP NNG THN

Thc ung la mch v

s c la l im sng th
trng thnh th vi mc
tng trng cao 27% v
khi lng tiu th, ch yu
nh thu ht thm 87.000 h
tiu dng mi.
% THAY I % THAY I nng thn, ngnh hng
KHI LNG KHI LNG Kem l ngnh hng tiu
biu ca qu ny vi 53%
+27%LA MCH VTHC UNG
S C LA*
KEM +53% tng trng v khi lng
tiu dng trong nh nh
tng 33% khi lng tiu
T l h mua T l h mua dng trung bnh ca mi h
+3.4pt +3.3pt
Thu ht thm 87.000 h Thu ht thm 588.000 h v thu ht thm 600.000 h
tiu dng mi.
Khi lng tiu dng mi h +10% +33%
Khi lng tiu dng mi h
Lng mua trung bnh gia tng 10% Lng mua trung bnh gia tng 33%
* L thc ung lm t la mch c v s c la (v
Ngun: Kantar Worldpanel Household panel - Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng - 12 w/e P7/14 so vi Cng k nm trc d nh Milo, Ovaltine, v.v)

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Kantar Worldpanel
CC CH S CHNH XU HNG FMCG NGNH HNG TIU BIU KNH MUA SM TIU DIM

Thnh th
Th phn theo gi tr (%)
5 23
Tim tp ha

422
5 22 17 Ch
17
18
Knh hin i
63 10 62 thnh th, tt c cc knh
62 11
12 > Siu th/i siu th mua sm chnh u tng
> Siu th mini/CH tin li
trng thp, thm ch knh
12 w/e P712 12 w/e P713 12 w/e P714 mua sm ch c du hiu
12 w/e P713 12 w/e P714 suy gim trong qu va
vs. YA vs. YA qua.
Tim tp ha Ch Knh hin i Ca hng Bn hng Khc
chuyn doanh trc tip
nng thn, tim tp ha
Nng thn tip tc gi vng v th
24 thng lnh.
24 20 Tim tp ha
24
21
23 Ch

73 75
Knh hin i
71

Tng trng -0.5% -0.5% < Tng trng < 5%

12 w/e P712 12 w/e P713 12 w/e P714
5% Tng trng 15% Tng trng >15%

Ngun: Kantar Worldpanel Household panel - Thnh th 4 TP chnh & Nng thn Vit Nam FMCG khng bao gm qu tng

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Kantar Worldpanel
CC CH S CHNH XU HNG FMCG NGNH HNG TIU BIU KNH MUA SM TIU IM

CHUYN SANG DNG THC UNG TOP TNG TRNG

Tiu dng NH NHIU HN TRONG NH % tng s ln ung
thc ung %
% Growth in Drinking Occasions
#1 Thc ung la
+45%
Tng s ln ung mch v s c la
trong thi k kh khn
66 TRONG NH 4 #2 Bia +44%

Ngi tiu dng c xu hng chuyn 64 nh mnh 4 #3 C ph ha tan +31%

sang dng thc ung nh thay v bn 2 nh bn b/ngi thn -2 #4 Nc tng lc +22%
ngoi. Nghin cu theo di hnh vi ung
cho thy mc tng 3,9% i vi s dp #5 Nc ung ng chai +18%
ung nh trong khi s dp ung bn 34 BN NGOI 1
ngoi hu nh khng tng trng. TOP SUY GIM
12 Ni lm vic 11

Ti tm mua cc loi Ti ch th thc ung 7 Qun c ph -12 BN NGOI % gim s ln ung

thc ung m ti c mi nu c bn b 4 Nh hng/ qun n -3
phiu gim gi. ti gii thiu. #1 C ph ha tan -33%
4 Trng hc 22
#2 Tr l -19%
53% 57% 64% 68% 3 Hng rong ven ng -13
#3 Thc ung la mch
-17%
4 Khc -2 v s c la
Q213 Q214 Q213 Q214 #4 Nc tng lc -13%
% ng % ng
Ngun: Kantar Worldpanel Drink Usage Panel Thnh th 4 TP chnh
#5 Sa chua ung -8%
Khng k nc my Q214 so vi Q213

8
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Lin h

KWP_VN Kantar Worldpanel Vietnam

Kantar Worldpanel Vit Nam | 58 V Vn Tn, Q.3, TP HCM, Vit Nam

tel: +84 8 39306631 | fax: +84 8 39306632
email: vietnam@kantarworldpanel.com | website: www.kantarworldpanel.com.vn

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