Nielsen Insights Pocketbook 2018 181217081807

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Copyright © 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Visit us at : www.nielsen.com
Established in Vietnam since 1993, Nielsen Vietnam Ltd. has become the
country’s leading market research agency that offers full service capability and
local knowledge across qualitative, quantitative, media, sales & marketing
effectiveness and retail measurement lead covering FMCG, Consumer
Products, Automotive, Finance, Pharmaceuticals, Telecommunications,
Industry & Manufacturing, Real Estate and Tourism.
We study consumers in more than 100 countries including Vietnam to give our
clients the most complete view of trends and habits worldwide. And we’re
constantly evolving, not only in terms of where we measure, or what we
measure but also in how our insights can help our clients identify pockets of
organic and inorganic growth, driving sustainability and profitability.
Nielsen Vietnam has conducted more than 2 million interviews a year & has a
continuous monthly nationwide Retail Audit Service covering 36 categories
since 2012.
Ho Chi Minh Head Office Hanoi Office

Level 04, Centre Point Building, Level 03, Song Hong Parkview,
106 Nguyen Van Troi, Phu Nhuan 165 Thai Ha, Dong Da Dist.,
Dist., Hanoi, Vietnam
Ho Chi Minh City, Vietnam TEL: +84 24 7304 2288
TEL: +84 28 3997 8088
vietnaminfo@nielsen.com
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Copyright © 2018
The Nielsen Company (US), LLC.
Confidential and proprietary.
Vietnam continues to be an exciting market with full of
opportunities and challenges at the same time. In last 4
years, we have witnessed significant evolution of retail
landscape and consumer behaviour, which leads to
great volatility in growth. As a result, companies need to
be better informed. Decision-making can no longer rely
on gut feel and historic trends, as change would stand
before us. Indeed, businesses now have to make
decisions faster based on “What’s next” in their own
industry and in this market. Organic growth will
certainly slowdown, especially in key cities of Ho Chi
NGUYEN HUONG Minh and Hanoi. For this reason, companies need to
QUYNH look at emerging markets within the country.
Managing Director, In today’s world, information is everywhere and as easy
Nielsen Vietnam as it is to jump on the Internet bandwagon, it is hard for
brands to discern what really matters. That is a new
challenge of “Big Data” and this is where Nielsen can
help. Each year, we are able to deliver actionable
insights with greater speed and precision, using new
forms of technology to consistently provide greater
findings of what drive the changes in this market. No
matter what change looks like, we help our clients know
their next move.
This version is a complication of Nielsen findings over
the past year. Based on these findings, we identify
emerging trends which will impact businesses in next
10 years, and our hope is that the Nielsen Vietnam
Pocket Book will serve as a first-stop reference when
you have any questions about the market and your
area of interest. We have again included our own
proprietary research as well as figures from the
Vietnam Government Statistics Office.
Know What’s next and you will get there first.
CONSUMER CONFIDENCE INDEX
Q2 2018 Q2 2018
Q2 GDP (% Q2
vs Q1 GDP (% change pa) Inflation Inflation vs Q1
2018 change pa) 2018
2018 2018
THAILAND 102 -7 4.6 1.3 4.5 1.3 MALAYSIA 117 13

INDIA 124 -6 7.4 4.9 2.5 1.9 AUSTRALIA 93 2
VIETNAM 120 -4 6.9 3.8 5.2 3.2 INDONESIA 127 0
JAPAN 83 -4 1.3 0.6
KOREA 56 -3 2.9 1.5
TAIWAN 76 -3 3.3 1.7
SINGAPORE 94 -3 3.8 0.3
PHILIPPINES 127 -2 6.9 4.8
NEW ZEALAND 102 -2 2.7 1.5
CHINA 113 -2 6.7 1.6
HONGKONG 105 -2 3.5 2.1
CONSUMER CONFIDENCE INDEX
Countries where economic growth is highest also show have some of the
most optimistic consumers
The Conference Board® Global Consumer Confidence Survey is conducted in

collaboration with Nielsen measures perceptions of local job prospects, personal
finances and immediate spending intentions. Consumer confidence levels above
and below a baseline of 100 indicate degrees of optimism and pessimism,
respectively.
The Conference Board® Global Consumer Confidence Survey is conducted in collaboration with Nielsen.
Source: GDP and Inflation reflects % change per annum to Q1 2018 Economist Intelligence Unit (EIU)/local governments where not
available in EIU
7
WHAT ARE THE TOP TWO CONCERNS IN THE NEXT SIX MONTHS? Q2 2018
% Type of concern
60
50
52
40
40 40 42
30 39
34 32 32
3029
20 2728 25
28
22 23 23 24 22
10 1615 18 1715 17 17 16
10 13 11
0
APAC AU CN HK ID IN JP KO MY NZ PH SG TH TW VN
Health The economy
Health 4 -3 5 0 -3 3 5 -3 -1 0 1 -3 -5 -10 1
The economy 1 0 2 3 2 -1 1 2 -4 -2 -1 1 5 1 -1
Bars reflect Q2 2018. Table shows comparison to Q1 2018
WHO’S SPENDING, SAVING AND INVESTING? Q2 2018

% After living expenses, how is spare money spent
80
70
72 71 70
69
60 64 6464 66 65 64 64 65
60 61
50 54 55
48 49 49
40 46 45 44
43
30 35 36 35 34
31 33
29
20
10
0
Putting into savings Holidays / vacations
Putting into s avings 0 5 0 4 1 2 -2 2 -1 -3 3 4 -3 -1 -3
Holidays / vacations 1 -2 3 -1 2 1 -2 -3 2 4 2 -2 -5 1 3
Health has become the top concern across Asia Pacific. Consumers in Vietnam,
China and Japan are more concerned (in top 5 market globally) about health and is
increasing steadily over time.
IN = India ID = Indonesia
The Conference Board® Global Consumer Confidence Survey is conducted in collaboration with Nielsen.
8
FAST MOVING CONSUMER GOODS MARKET DYNAMICS
Weighted average – APAC – 14 countries
MAT
MAT MAT
MAT
YA TY Q3
Q3 16
16 Q4
Q4 16
16 Q1
Q1 17
17 Q2
Q2 17
17 Q3
Q3 17
17 Q4
Q417
17 Q1
Q118
18 Q2
Q218
18
YA TY
5.9%
5.1% 5.3%
4.8% 4.9% 4.9%
4.4% 4.2%
3.9% 3.5%
2.9% 3.6% 2.9% 3.3%
2.2% 2.8% 2.6%
2.1% 1.6%
1.9%
2.2% 2.2% 2.1% 2.3% 2.4% 2.1% 2.3% 2.0% 1.9%

1.7%
Unit Value Growth Volume Growth Nominal Growth
WHERE ARE THE FMCG GROWTH OPPORTUNITIES?

Average volume growth Q1 2018 & Q2 2018
CHINA (+3.2%)
JAPAN (+0.6%)
THAILAND (-3.9%) KOREA (-0.8%)
TAIWAN (-0.7%)
HONGKONG (+2.2%)
INDIA (+9.5%) PHILIPPINES (+0.8%)
VIETNAM (+1.2%)
MALAYSIA (+5.4%)
SINGAPORE (-0.9%)
INDONESIA (-0.4%)
AUSTRALIA (+1.3%)
Avg. volume growth decreasing versus last period

Avg. volume growth increasing versus last period NEW ZEALAND (+1.6%)
Color coding indicates growth or declining trend compared to same 6 month period year ago
Average volume growth of Q4’17 & Q1’18 vs Q4’16 & Q1’17. Vietnam represents latest annual growth; no 2016 % growth available for comparison
The Asia Pacific continues to be a dynamic region of
change. In recent months, there was a flood of events that
could fundamentally change the playing field in the region.
The Korean Peninsula is on the precipice of change with
April’s historic summit between the leaders of North Korea
and South Korea greatly increasing prospects of a formal
peace treaty. In May, a new political party was voted into
power in Malaysia for the first time in 60 years, heralding
major political and economic reforms. Meanwhile, China’s
Laura McCullough
Belt and Road initiative continues to be a major topic for
Marketing countries and companies alike and is set to provide many
Effectiveness & opportunities and challenges for the region.
Sales Effectiveness
Practice Leader: Behind the headlines lies the relatively normal backdrop of
Developing continued economic expansion and growing opportunities
Countries in many of the region’s markets. With increasing
populations, rising disposable incomes and rapidly
connecting lifestyles, the Asia Pacific is quickly expanding
its influence on the global economy.
Across the region, Vietnam, India, China and the
Philippines boasted the highest economic growth for the
quarter, supported by strong and growing consumer
confidence in these markets. While there is always a
myriad of reasons behind a country’s economic growth,
there are some commonalities between these markets
that contribute to their healthy outlook. For example,
accelerating urbanisation and increasingly youthful
populations are creating bigger workforces with more
disposable income, which in turn is boosting domestic
demand in these countries.
GDP & INFLATION
6.6 6.8 6.6

6 6.2 6.2
4.9
4.8 4.4 4.4 4.6 4.3

3.4
2.6
2016 2017 2018 2019 2020 2021 2022
GDP Inflation
EXCHANGE RATE
Exchange Rate - Local Currency (USD$)

25551 25705
25259
24808
23707
22708
22354
2016 2017 2018 2019 2020 2021 2022
Exchange Rate - Local Currrency (USD$)
Source: Nielsen What’s Next in Vietnam – Forecasting Tool

POPULATION
98.3
97.7
97
96.4
95.7
95
94
2016 2017 2018 2019 2020 2021 2022
Population Million people
INTERNET USERS
131 131 132 132 132 133
52 54 55 56
47 49
2016 2017 2018 2019 2020 2021
Internet users Mobile subscribers

Per 100 people
Source: Nielsen What’s Next in Vietnam – Forecasting Tool
Fast moving consumer goods dynamics – total urban (traditional trade + modern trade)
6.5%
6.2%
5.8%
5.2%
3.2% 5.4% 5.0%

4.9%
2.7%
4.4%
2.3% 2.1%
2.0% 1.8%
1.2% 1.1% 1.6%
0.8%
1.1% 1.0% 1.1% 1.1% 1.2% 1.0% 1.0% 1.1%

0.8%
MAT YA MAT TY YTD YA YTD TY Q1'17 Q2'17 Q3'17 Q4'17 Q1'18 Q2'18
Unit Value Growth Volume Change (Weighted Value) Nominal Value Growth
VALUE CONTRIBUTION AND growth – MAT Q2-2018
18% 3.2%
1.6%
82% 11.3%
Total FMCG TT Urban MT Urban
Source: Nielsen Retail Index – Total Urban (TT + MT) – Versus year ago
TOTAL VIETNAM (URBAN) – MANUFACTURER PERFORMANCE – FMCG
Source: Nielsen Retail Index

Vietnam’s FMCG performance in first quarters is usually
strong due to the Tet holiday period and Tet sales in Q1
last year were at record levels. But this year growth was
slower than expected, possibly due to changing
consumer behaviour toward the holiday. There are
indications that consumers are looking to enjoy a
simpler Tet experience. Manufacturers can either take
that change as an inevitable impact on their business or
seek opportunities for new and innovative ”whitespace”
from which they can tailor their product offerings to
make sure that they stay relevant to consumers.
NGUYEN HUONG Across retail channels, although Traditional Trade
QUYNH including “wet markets” still dominates in Vietnam,
Managing Director, Modern Trade has gained impressive momentum. Since
Nielsen Vietnam 2012, the number of convenience stores has nearly
quadrupled and Minimarts comprised the most store
Nielsen Vietnam openings in both 2016 and 2017. Health and beauty and
modern drug stores have also expanded quickly,
doubling in the past two years. Modern retailers will
look to continue to expand and invest in improving their
stores to attract more shoppers. The future outlook of
small-format modern stores is very optimistic as the
growth of the Modern Trade channel is set to further
accelerate. However, it will no longer be a one-size-fits-
all Modern Trade strategy. The channel playbook has to
be looked into at a much deeper level to reflect the
diversity in shopper missions and to build efficient in-
store strategies.
QUOTE
“2018 should be a year of innovation and new launches
as consumer behaviour continues to evolve. The
winners will be the companies that persistently invest
in better understanding of evolving desires and needs
and in ensuring execution excellence.”
Nguyen Huong Quynh

Managing Director
VIETNAM RANKED 5TH GLOBALLY IN TERMS OF CONSUMER CONFIDENCE
124
120
117
114 115116 114115 115
111112 112
109
107107 107
Q2 2016 Q3 2016 Q4 2016 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018
Asia Pacific Vietnam
VIETNAMESE REMAINS SHOWING POSITIVE CONFIDENCE INDICATOR
POSITIVE ABOUT SECURE ABOUT READY

JOB PROSPECTS THEIR FINANCES TO SPEND
69 69
75 71 73 71 77 76
64
54 51 55
Overall, we continue to see a stably high confidence
level among Vietnamese consumers throughout the
past 3 years. The good momentum of economy growth
across industries combining with the positive signals of
foreign investment flows, increasing household income
and growth-oriented government policies could
translate into optimism of our consumers. Besides, the
consistent trend could be influenced by the build-up
and positive sentiment towards the personal finance
status as well as immediate spending intentions.
DANG THUY HA Emerging markets like those in Southeast Asia region
Director, have been noticed as an important region for long-term
Consumer Insights, growth of consumer-facing businesses for quite some
Nielsen Vietnam time now. This statement is likely due to many
advantages that this group could bring such as young
and fast-growing population coupled with rapid and
consistent economic growth experienced in many
markets. And high levels of consumer confidence could
be one of these advantages too.
Vietnam has notably youthful compositions. With effective analysis, companies
can gain important clues to tap into market opportunities early as the youthful
cohort move from being dependents to significant contributors to the
workforce, capable of powering a strong business environment and economy.
However, consumers are living longer, and in Vietnam the proposition of
people aged 50 and older is increasing. Projection shows that by 2025, nearly
29% of Vietnam’s population will be more than 50 years old. With this rising
proportion of aged population, white-space opportunities abound for
manufacturers, media, retailers and service providers that can address the
special needs of this segment. It is good to start some discussions now around
strategic growth plans and investment to ensure aged people are active,
engaged and contributing members in the community and workforce.
2015
23% 7% 27% 21% 14% 8%
15-19 20-34 35-49 50-64

SHARE OF 0-14 65+ years
years years years (Gen- years (Baby
POPULATION years (Gen-Z) (Gen-Y) X) Boomers)
(Silver Gen)
2025
21% 7% 22% 21% 18% 11%
+0.8M +0.2M -3.5M +3.4M +3.7M +3.6M
Source: Study What’s Next In Emerging Markets Study, 2018

POTENTIAL INDUSTRY
SOCIETAL IMPLICATION
RESPONSES
• Negative economic • Technology and robotics

AGING growth, less investment replacing labour shortages
POPULA-
• Smaller working • Health food and supplements
TION
population for aging people
• Shrinking industries • Delivery services and in-home
reliant on labour e.g. care for aged segment
nursing, construction
• Aged-friendly packaging –
• Labour reform including larger letters – icons and
family friendly policies & labelling systems
retirement age
• Aged-friendly retail layouts
• Infant & children focused

• Higher economic growth, retail outlets and product
YOUNG
more investment ranges
POPULA-
TION • Number of workforce
• Youth programming and
outweighs number of
dependents media
• Focus on education • Marketing toward young

families
• More spending power
Over the last ten years, Vietnam’s mid and mixed-density cities have grown, a
pattern that is expected to continue through 2025. During this time, Vietnam
will also experience a growth in its rural cities, as more people move to large
towns and small cities.
% urban population by city size in

% population by urbanity
people
23% 23%
66% 60% 19%

26%
6%
3%
10%
49%
40% 40%
34%
2015 2025 2015 2025

<300K 300k-500k 500k-1M
Urban Rural 1M-5M 5M-10M 10M+
% change in population
2015 2020 2025

225%
109% 109%
88%
40%
15%14%12% 27%
0% 0% 0% 6% 5% 0%
> 10 Million 10 - 5 Million 1 - 5 Million 500K - 1 Million 300K - 500K <300K

-45%
-46%
-100%
Source: Study What’s Next In Emerging Markets Study, 2018

QUOTE
“Rural and mid-density cities are the next frontier. As
the infrastructure and job opportunities improve
throughout these emerging markets, new centers for
trade are sprouting up.”
Gaurang Kotak
Head of Consumer Insights Vietnam
The impacts of urbanization will not be consistent in different areas of the
same country. Size, infrastructure, congestion, retail development and many
other factors come into play. In Vietnam, nearly twenty five percent of the
urban population are in cities of 1 million people plus. While these high-
density cities face infrastructure challenges, rising congestion and an array of
social issues, they’re also are home to large populations of comparatively
affluent and time-poor consumers and represent a concentrated
opportunity for convenience, on-the-go and health and wellness.
On the other hands, when secondary cities and smaller urban regions
become more developed, they could remain a strategic investment for
companies looking to capture more growth. The consumers in these mid and
mixed-density areas are already experiencing the benefits of urbanization,
including
increased exposure to mobile technologies and diversified media. This is
rapidly pushing them to adopt more urban-like shopping behaviors. Many
believe that this economic development will transform the consumer
prospects in these places but represent different consumer needs, and
companies should consider these differences in their offerings.
URBAN SEGMENTATION = DIFFERENT NEEDS
POTENTIAL INDUSTRY
SOCIETAL IMPLICATIONS
RESPONSES
HIGH +
DENSITY • Changing consumption • Smaller pack sizes
patterns • More demand for
• Increasing access to convenience, delivery, on-
infrastructure the-go solutions
- • E-commerce and delivery
• Congestion, centralized options used to bridge
consumption gaps in consumer needs
- Potential health, safety from existing retail
and pollution issues environment
LOW + • Large “stock up” pack sizes
DENSITY • Growing consumption • Maturing category
demand evolution
- • Focus on “golden stores”
• More limited infrastructure • Technology leapfrogging
traditional retail evolution.
VIETNAM OUTBOUND TOURISM SOARS…
OUTBOUND TRIPS GROWTH

TOTAL VALUE
IN ASIA PACIFIC 2016 TO 2021
3.5 USD Bn.

2012
8.0 USD Bn.

2016 Indonesia
China
Vietnam
India
Myanmar
AND PEAK UP EVEN HIGHER IN TET

Tourists in Tet 2018 is up +20% - 30% during Lunar New Year (vs.
YA) with OUTBOUND travel contributes 50-70%.
DOMESTIC AND OUTBOUND TRAVEL TET 2018
80% 60% 50%
Viettourist Fiditour Viettravel

Outbound Domestic
Source: Future of Outbound Travel in Asia Pacific (2016 to 2021) report by MasterCard,
vietnamtourism.gov.vn, cafebiz.vn, https://dulich.vnexpress.net
Top spending after necessities Q2’18 vs Q1’18
% Respondents say they will spend on this item after necessities
70% 49% 38%

(-3) (+3) (-4)
HOME
SAVINGS HOLIDAYS
IMPROVEMENT
46% 46% 43%

(+0) (-5) (+0)
TECHNOLOGY OOH
NEW CLOTHES
PRODUCTS ENTERTAINMENT
41%
(+3)
PAY MEDICAL
INSURANCE
PREMIUMS
VIETNAM AVERAGE # IN A HOUSEHOLD
4.4 3.6 3.3
2000 2015 2025
HOUSEHOLD SIZE & AVERAGE WAGES PER MONTH
5.00 4.49
500
4.31
4.13 450
3.96
3.81 3.76 3.70
4.00 3.60 3.60 3.50 3.50
400
350
3.00 300
250
2.00 200
150
1.00 100
50
0.00 0
Average HH size (person) Average wages per month (USD)
Supermarkets
Personal Care
Convenience
Wet markets
Department
Traditional
Minimarts
Cosmetic
grocery
Stores
Shops
Store
Where do consumers shop?
2018 81 81 78 39 42 17 13 9
2017 91 84 87 34 29 6 12 7
%
Change -10 -3 -5 +5 +13 +11 +1 +2
(+/-)
How often do they shop? Average per month
2018 18.9 9.5 2.5 1.2 4.5 2.2 0.8 0.8
2017 21.9 7.6 2.1 1.1 3.2 1.7 0.7 0.8
Channel spend most in?
2018 32 14 39 1 11 2 0 0
2017 46 10 36 - 6 1 1 -
Hyper-connectivity and busy lifestyles are influencing
buying decisions of global consumers in general and
Vietnamese consumers in particular. Today’s consumers
want convenience at every stage of shopping and brand
engagement with products and services.
However, convenience means different things to
different consumers and it is increasingly important to
understand the local trends centered around the need
for convenience. There are six key factors driving
consumers towards convenience and by understanding
them, companies can adapt and enhance their solutions
DOAN DUY KHOA as consumer needs rapidly evolve. They are
Director, circumstances, culture, location, market maturity and
Consumer Insights, technology. These key influences are driving the need
Nielsen Vietnam for fast moving consumer goods (FMCG) towards
convenience solutions tailored to cater to different
segments of society and geographical areas.
Since consumers don’t articulate convenience directly,
FMCG companies can get insights from consumer
activities during their start-to-finish experience with
products and solutions.
Question: Which product categories will you consider buying a
premium offering (Spend more than average price for the
particular category?)
43% 37% 36% 32%
COSMETICS ORAL CARE BODY CARE HAIR CARE
32% 31% 25% 42%
BABY FOOD
DAIRY / INFANT MEAT/SEA
PRODUCTS FORMULA FRUIT JUICE FOOD
Price Tier BBD Price Tier BBD
Value % Share - Vietnam | Period Ending FEB18 | Share of Total Category Value % Share - Vietnam | Period Ending FEB18 | Share of Total Category Val
FEM CARE BABY CARE HEALTH CARE
• Price Index is the index Nielsen use to determine price segments, which equals average price of
SKU divided by average price of total category.
Source: Nielsen Retail Audit Data

Question: A premium product is one that provides special,
enhanced or exclusive benefits. What makes a product
premium to you?
63% 50% 49%
HIGH-QUALITY SUPERIOR FUNCTION SUPERIOR STYLE OR

MATERIALS OR OR PERFORMANCE DESIGN
INGREDIENTS
61% 47% 46%
FROM A WELL-KNOWN / FROM A LOCATION PROVIDE SUPERIOR

TRUSTED BRAND KNOWN FOR CUSTOMER
SUPERIOR QUALITY EXPERIENCE
25% IT’S EXPENSIVE
Job Security Health and Wellness Parents’ Welfare
& Happiness
Work/Life Balance The State of Economy
48 46 46
45 43
42 41 40 41 42
38 37
26 25 27 27
22 21 23 22
20 20 19
17 17 16
11
Q1/17 Q2/17 Q3/17 Q4/17 Q1/18 Q2/18
Source: The Conference Board® Global Consumer Confidence™ Survey Q1/2018, in collaboration with Nielsen
60% 53% 52%

of Vietnamese of Vietnamese of Vietnamese
consumers are consumers are consumers are seeking
seeking for seeking for for
NO ARTIFICIAL LOW FAT/ FAT FREE NO ARTIFICIAL
COLORS FLAVORS
48% 38% 37%

of Vietnamese consumers of Vietnamese of Vietnamese
are seeking for consumers are consumers are seeking
LOW SUGAR/ SUGAR FREE seeking for for
ORGANIC GMO FREE
2015 2025
23 MILLION PEOPLE 40 MILLION PEOPLE
ANNUAL SPENDING ANNUAL SPENDING

$50 BILLION $99 BILLION
38% OF TOTAL 48% OF TOTAL

CONSUMER SPENDING CONSUMER SPENDING
57% 61%
take advantage of search for
special offer or information before
promotion when buying
shopping
64% 54%
Engage with other Expect a relevant and
viewers on social media personalized advertising
while watching experience
advertising
QUOTE
“Many of our clients are finding that their market
strategies and tactics for Vietnam must change more
quickly than in the past as consumers are becoming
more informed, demanding and agile. To win today
and tomorrow, you must be constantly evolving your
strategy to reflect new market realities.”
Gaurang Kotak,
Head of Consumer Insights Vietnam
>62M More than Rural contributes
Vietnamese 820,000 around
consumers are retail stores 50%
and will be living are located in total sale of
in rural rural FMCG in Vietnam
Source: Nielsen Rural Mythbusters 2017

RURAL URBAN
67% POPULATION
33%
70% rely on farming / fishing and hired labor (TOTAL VN: 93.4 mil)
MONTHLY INCOME
80$ PER CAPITA
160$
EXPENSE PER CAPITA

40% GROWS AT NEARLY
26%
Post high school: 70.8% Post high school: 88.9 %

EDUCATION
University: 3% University: 14%
URBANIZATION BRINGS RURAL CLOSER TO URBAN
MORE WEALTH
FAST URBANIZATION
Monthly income per capita
Rural people become urban
growth – from $40 to $80
population – reach ratio
between 2011 and 2016;
50:50 in 2040
and est. $140 in 2020
Source: Nielsen Rural Mythbusters 2017

90% RR people own 90% RR people own
90% TV at home and 57% 90% mobile phone and 50%
connect with more of them own
than 10 TV channels smartphone
Number of rural netizens Number of rural vs urban

vs. Urban netizens (mil) Facebook users
25
22.723.5
20 21 21.222.5
30 18.5
25.48 25.09 15 15 14
23.97
25 22.821.85 22.02 10 11
9
5 Urban
20 4.5 5
2 Users
2014 2015 2016 0 0.5 Rural
Users
Urban Netizen Rural Netizen
Facebook time spend Urban Users Rural Users
Time spend (hrs) of Urban Average… 57.3% 42.7%

Time spend (hrs) of Rural
Rural vs. Urban Participation Rate
3.86 per Stage of Event
2.83
2.01 3.02
3.04 2.25 61.3% 57.8% 54.0%
1.52 1.64
38.7% 42.2% 46.0%
2014 2015 2016 2017 Pre-event During event Post-event
Source: Nielsen Rural Mythbusters 2017, YouNet Media 2016 2016 (combine with estimation from WeAreSocial & Facebook
Audience Insight)
Most consumers want quality. Trend-seeking consumers will lead
up-trading.
RURAL LIFESTYLE IS UPGRADING
Avg Income Index Avg Consumption

2014 vs 2004* Expenditure*
2014 vs 2004
213
196
192
158
Urban Rural Urban Rural
Avg Household Living Area Per Capita**

Rural – 2014 vs 2004
+57%
12.8m2 20.2m2
*Absolute growth in 2014 vs. 2004

** Based on living area divided by number of households
RURAL CONSUMER’S PRICE PERCEPTION
74% 65% 37%

Quality is Willing to pay more of Rural consumers is
prioritized over for higher quality ‘going for better’
cheap price
Source: Vietnam Household Living Standards Survey 2014; Nielsen Rural Study 2014
Manufacturers are skeptical to push new launches to Rural,
but once accepted, positive in-store performance.
MANUFACTURERS ARE
WHAT CONSUMERS WANT
SKEPTICAL TO PUSH
Number of
new launches
in Rural is 60% More than 3 in 4 (77%)
as compared always want to try new products
with 6 key
cities
Most of them (95%)

always like a wide range of
products to choose
Weighted
distribution
reached 6
months launch
in Rural is 42% Within store, new launches in
as compared RURAL perform BETTER than in 6
with 6 key Cities key cities, proven in 90% (25 out
of 27) categories
Source: Nielsen Rural Study 2014

VIETNAM URBAN (50%) RURAL (50%)
6.1%
4.9%
5.4%
4.9%
3.0% 5.4%
4.1% 4.0%
3.2% 4.5%
3.0% 3.2%
1.8% 1.9% 0.8%
0.8% 1.0% 0.8%
MAT LYMAT
2016 TY
2017 MAT LYMAT
2016 2017TY 2016
MAT 2017
LY MAT TY
Source: Nielsen Retail Audit , Dec’17 data ending
HOW TO WIN IN VIETNAMESE RURAL REGIONS?
WIN RETAILERS
WIN RIGHT STORES
Accounting for 68 percent of country’s 90 million
people, rural consumers are evolving in leaps and
bounds. As the nation’s growth continues and FMCG
outlook progresses, there is increasing interest from
both local and multinational businesses around
Vietnam’s rural consumers.
With its huge population and increasing affluence,
rural Vietnam is in fact lucrative market as these
consumers are enjoying income growth and have a
tendency to uplift their lifestyles. Yet, this high-
NGUYEN ANH potential group largely remains untapped due to many
DZUNG perceived challenges. Those challenges remained rural
myths, such as rural consumers are less connected,
Executive Director,
they are likely to keen on low-priced products and
Head of Retail
pushing products to these far lungs is expensive and
Measurement
costly.
Services
Aiming to debunk these myths about rural Vietnam,
Nielsen Vietnam
we have found out that reaching rural land and
engaging rural consumers is not difficult like finding a
needle in a haystack. And as the rural Vietnamese
community continues to evolve, transform and takes
centre stage as a key group for businesses,
understanding who they really are, where, how and
what they are buying and their most effective touch
points will be prerequisites for future success.
One of the most overwhelming challenges for consumers-facing businesses
to get their products in front of the consumers is the complexity of the retail
environment in Vietnam.
TRADITIONAL TRADE STILL DOMINATES WITH

INCREASING IMPORTANCE OF SEMI-RETAILERS (*)
+2 %
Semi-retailer stores TT Retailer stores for
for FMCG in Vietnam FMCG in Vietnam
Store growth
(2016) (2016)
2016 vs. YA
25,371 1,485,747
MODERN TRADE STORES CONTINUES

TO INCREASE RAPIDLY
+61%
Modern Trade stores
in Vietnam (2016)
571 Supermarkets
Store growth
4,765 4,194 Minimart & 2016 vs. YA
CVS (MT 36CT)
(*) Excluding Mega Market
Note: Retailers (stores having retail sales >90%), Semi-retailers (stores having retail sales
10% to 90%), Wholesalers (stores having retail sales <10%)
SUPERMARKET/ HYPERMARKET NUMBER OF STORES
DEC’16 DEC’17 DEC’16 DEC’17
Muong Thanh
Co.op Mart 83 89 14 14
Mart
VinMart 57 75 Lotte Mart 13 13
Big C 34 35 Intimex 12 12
Thanh Do
Fivimart 25 26 10
Mart
Lan Chi
12 22 AEON 4 4
Mart
Aeon
20 20 SatraMart 3 3
Citimart
Co.opmart
Mega Market 19 19 2 2
Extra Plus
Hapromart 16 12 Giant 1 1
Auchan 8 16 Emart 1 1
 C O O P MA RT I S S T I L L T H E B I G G E S T , V I N M A RT G O F A S T ,
 A U C H A N , L A N C H I I N C R E A S E D O U B L E I N T E R M O F N U M BE R
OF STORE
CO NVENIENCE STO RES :
GROW AGGRESSIVELY FRO M DIFFERENT C H AINS
1000 950 840 954

850 Circle K
822 788
800 259
B's Mart
241 254
215
600 189 Family
Mart
147 161 157
132
400 103 152 Shop &
128 130 166 Go
119
121 Mini Stop
200
110 122 106
65 94 3 4 100 7 11
71 78
0 50 59 66 7-eleven
31 39
Oct-17
Dec-17
Oct-16
Dec-15
Dec-16
Jun-16
Aug-16
Jun-17
Aug-17
Feb-16
Apr-16
Feb-17
Apr-17
VinMart+
F O O D & MINIMART :
LEAD BY 3 LO C AL P LAYERS
Co.op Food
292 SatraFoods
201 Bach Hoa

251 Xanh
156
120 131 Vissan
157
91 88 Zakkamart
59 143
55 55
68
52 Coop Smile
76
16 T-Mart
13 12
Feb-16
Feb-17
Aug-16
Oct-16
Aug-17
Oct-17
Apr-16
Apr-17
Jun-16
Jun-17
Dec-15
Dec-16
Dec-17
CP Fresh
mart
HEALTH/ BEAUTY & MODERN DRUG STORES:
PHARMACITY RISES UP TO BE THE BIGGEST CHAIN
62 6471
Medicare
56 62
505253 5150 47 4747 Guardian
40 43
4951 51 Pharmacit
41 42 22 42 44 y
2020202020202020202020202020 23
24
34 Phano
Vistar
Pharmacy
7 7 7 7 8 8 8 8 8 8 8 8 8 8 8 8 Mỹ Châu
Dec-…
Dec-…
Dec-…
Apr-…
Apr-…
Oct-…
Oct-…
Feb-…
Feb-…
Aug-…
Aug-…
Jun-16
Jun-17
MOM & KID STORES:

CONCUNG.COM CONTINUE TO SPEED UP IN STORES OPENINGS
Bibomart
243
Concung.com
143
120 131 Kids Plaza
102 164
90 Shoptretho
74
117 TutiCare
31 98
31 33 33 35 35 36 36 36
23 26 91
84 27 27 TopBaby
Nov-…
Nov-…
Dec-…
Dec-…
Mar-…
May-…
Aug-…
Oct-16
Oct-17
Jun-17
Jul-17
Sep-17
Jan-17
Feb-17
Apr-17
In the context of changes brought on by
convenience, more and more consumers are seeking
shopping options that fall between full-fledged
supermarkets and traditional grocery stores. These
small-format modern stores will meet the new
lifestyle needs of consumers who wish to buy a
range of food and drink for tonight’s dinner rather
than shopping at large supermarkets to hold them
for next two or three weeks. These stores also have a
smaller grocery range, but importantly more space
LE THI THUY for fresh foods such as chilled foods, fresh fruits and
TRANG vegetables, bakery and fresh meat and poultry. With
Director, Head of consumers typically shopping once every three or
Retail Vertical four days, modern convenience stores will perfectly
meet the emerging lifestyle of today’s consumers.
Nielsen Vietnam
Convenience should be defined as a mindset, rather
than a store format.
Household income band (HIB) classification system overview. This
classification system is based on gross monthly income .
(Unit: VND)
Order Household Income Band
HIB 18 HIB Class A5 150,000,000 and above
HIB 17 HIB Class A4 75,000,000 - 149,999,999
HIB 16 HIB Class A3 45,000,000 - 74,999,999
HIB 15 HIB Class A2 30,000,000 - 44,999,999
HIB 14 HIB Class A1 15,000,000 - 29,999,999
HIB 13 HIB Class B7 13,500,000-14,999,999
HIB 12 HIB Class B6 12,500,000 - 13,499,999
HIB 11 HIB Class B5 11,500,000 - 12,499,999
HIB 10 HIB Class B4 10,500,000 - 11,499,999
HIB 9 HIB Class B3 9,500,000 - 10,499,999
HIB 8 HIB Class B2 8,500,000 - 9,499,999
HIB 7 HIB Class B1 7,500,000 - 8,499,999
HIB 6 HIB Class C3 6,500,000 - 7,499,999
HIB 5 HIB Class C2 5,500,000 - 6,499,999
HIB 4 HIB Class C1 4,500,000 - 5,499,999
HIB 3 HIB Class D 3,000,000 - 4,499,999
HIB 2 HIB Class E 1,500,000 - 2,999,999
HIB 1 HIB Class F 1 - 1,499,999
TABL E 1: VIETNAM HIB
2017
HIB VIETNAM
URBAN RURAL TOTAL
HIB 18 0% 0% 0%
HIB 17 0% 0% 0%
HIB 16 1% 0% 0%
HIB 15 3% 1% 2%
HIB 14 16% 7% 10%
HIB 13 6% 3% 4%
HIB 12 7% 4% 5%
HIB 11 8% 4% 6%
HIB 10 8% 6% 6%
HIB 9 10% 7% 8%
HIB 8 7% 7% 7%
HIB 7 7% 8% 7%
HIB 6 12% 17% 16%
HIB 5 7% 13% 11%
HIB 4 5% 9% 8%
HIB 3 3% 9% 7%
HIB 2 0% 4% 3%
HIB 1 0% 1% 0%
TOTAL 100% 100% 100%
Sample Size 161,960 24,824 186,784
TABL E 2: HIB OF URBAN HA NOI AND URBAN HO CHI MINH CITY
2017
HIB HANOI HCMC HCMC & HANOI
Urban Urban Urban
HIB 18 0% 0% 0%
HIB 17 0% 0% 0%
HIB 16 0% 1% 1%
HIB 15 3% 5% 4%
HIB 14 21% 18% 19%
HIB 13 10% 6% 8%
HIB 12 9% 8% 9%
HIB 11 10% 9% 9%
HIB 10 9% 9% 9%
HIB 9 9% 11% 10%
HIB 8 5% 7% 6%
HIB 7 4% 6% 5%
HIB 6 11% 9% 10%
HIB 5 4% 6% 5%
HIB 4 2% 4% 3%
HIB 3 1% 2% 1%
HIB 2 0% 0% 0%
HIB 1 0% 0% 0%
TOTAL 100% 100% 100%
Sample Size 63,067 57,013 120,080
TABL E 3: HIB OF URBAN AREAS IN THE 5 KEY CITIES
2017
HIB HA NOI HAI PHONG DA NANG HCMC CAN THO 5 KEY CITIES
Urban Urban Urban Urban Urban Urban
HIB 18 0% 0% 0% 0% 0% 0%
HIB 17 0% 0% 0% 0% 0% 0%
HIB 16 0% 1% 0% 1% 0% 1%
HIB 15 3% 2% 2% 5% 1% 4%
HIB 14 21% 14% 14% 18% 10% 18%
HIB 13 10% 10% 4% 6% 2% 7%
HIB 12 9% 8% 5% 8% 3% 8%
HIB 11 10% 8% 6% 9% 5% 8%
HIB 10 9% 9% 10% 9% 6% 9%
HIB 9 9% 10% 16% 11% 12% 11%
HIB 8 5% 8% 8% 7% 9% 7%
HIB 7 4% 7% 12% 6% 11% 6%
HIB 6 11% 10% 11% 9% 17% 10%
HIB 5 4% 6% 6% 6% 10% 6%
HIB 4 2% 3% 3% 4% 7% 3%
HIB 3 1% 1% 2% 2% 5% 2%
HIB 2 0% 0% 0% 0% 1% 0%
HIB 1 0% 0% 0% 0% 0% 0%
TOTAL 100% 100% 100% 100% 100% 100%
Sample Size 63,067 5,106 5,782 57,013 6,869 137,837
AGE TOTAL MALE FEMALE
Tổng số - Total 90,728.90 44,758.10 45,970.80
0-4 7,530.50 3,992.07 3,538.43
5-9 6,986.13 3,629.16 3,356.97
10-14 6,532.48 3,356.97 3,175.51
15-19 8,074.87 3,719.88 4,354.99
20-24 8,800.70 4,445.72 4,354.99
25-29 8,437.79 4,264.26 4,173.53
30-34 7,621.23 3,810.61 3,810.61
35-39 6,895.40 3,447.70 3,447.70
40-44 6,351.02 3,175.51 3,175.51
45-49 5,806.65 2,903.32 2,903.32
50-54 5,262.28 2,540.41 2,721.87
55-59 4,354.99 2,086.76 2,268.22
60-64 2,994.05 1,360.93 1,633.12
65-69 1,723.85 725.83 998.02
70-74 1,360.93 544.37 816.56
75-79 1,179.48 453.64 725.83
80+ 817.00 301.00 516.00
Units: Thouns. pers.
REGION/
2010 2011 2012 2013 2014 2015 2016
PROVINCE
WHOLE
86,932,500 87,860.40 88,809.30 89,759.50 90,728.90 91.713,3 92.695,1
COUNTRY
Red River
19,803,300 20,066.10 20,274.90 20,481.90 20,705.20 20.925,5 21.133,8
Delta
Ha Noi 6,588,500 6,761.30 6,865.20 6,977.00 7,095.90 7.216,0 7.328,4
Vinh Phuc 1,007,600 1,011.40 1,022.40 1,029.40 1,041.90 1.054,5 1.066,0
Bac Ninh 1,041,200 1,063.40 1,085.80 1,108.20 1,131.20 1.154,7 1.178,6
Quang Ninh 1,154,900 1,168.00 1,177.70 1,187.50 1,199.40 1.211,3 1.224,6
Hai Duong 1,712,800 1,729.80 1,741.70 1,751.80 1,763.20 1.774,5 1.785,8
Hai Phong 1,857,800 1,879.80 1,904.10 1,925.20 1,946.00 1.963,3 1.980,8
Hung Yen 1,138,300 1,138.40 1,144.10 1,151.60 1,158.10 1.164,4 1.170,2
Thai Binh 1,784,800 1,785.90 1,787.40 1,788.10 1,788.70 1.789,2 1.790,0
Ha Nam 786,300 786.90 792.20 796.00 799.40 802,7 803,7
Nam Dinh 1,830,000 1,833.50 1,835.10 1,839.90 1,845.60 1.850,6 1.852,6
Ninh Binh 901,100 907.70 919.10 927.20 935.80 944,4 953,1
Northern
midlands &
11,177,000 11,300.80 11,417.50 11,536.40 11,667.50 11.803,7 11.984,3
mountain
areas
Ha Giang 733,700 746.60 761.60 775.80 788.80 802,0 816,1

Cao Bang 513,100 514.00 515.20 517.90 520.20 522,4 529,8
Bac Kan 296,600 300.40 303.00 305.20 307.30 313,1 319,0
Tuyen Quang 729,900 734.90 740.80 747.20 753.80 760,3 766,9
Lao Cai 626,700 637.00 646.50 655.90 665.20 674,5 684,3
Yen Bai 751,300 758.60 765.70 774.60 783.50 792,7 800,1
Thai Nguyen 1,131,300 1,139.40 1,149.10 1,156.00 1,173.20 1.190,6 1.227,4
Lang Son 736,300 740.80 745.30 749.70 753.70 757,9 768,7
Bac Giang 1,564,400 1,581.80 1,592.90 1,608.00 1,624.50 1.640,9 1.657,6
Phu Tho 1,320,200 1,329.30 1,340.80 1,351.20 1,360.20 1.369,7 1.381,7
Dien Bien 501,200 510.80 519.70 528.50 538.10 547,8 557,4
Lai Chau 380,500 389.40 397.30 405.70 415.30 425,1 436,0
Son La 1,099,000 1,118.60 1,134.40 1,150.50 1,166.40 1.182,4 1.208,0
Hoa Binh 792,800 799.00 805.20 810.30 817.40 824,3 831,3
REGION/
2010 2011 2012 2013 2014 2015 2016
PROVINCE
Northern
Central area
18,943,500 19,104.90 19,243.30 19,387.50 19,522.50 19.658,0 19.798,8
and Central
coastal area
Thanh Hoa 3,405,900 3,437.70 3,457.90 3,477.70 3,496.10 3.514,2 3.528,3
Nghe An 2,928,700 2,955.90 2,983.30 3,011.30 3,037.40 3.063,9 3.105,5
Ha Tinh 1,228,200 1,237.80 1,243.20 1,249.10 1,255.30 1.261,3 1.266,7
Quang Binh 848,600 853.40 858.30 863.40 868.20 872,9 877,7
Quang Tri 601,700 604.70 608.20 613.00 616.40 619,9 623,5
Thua Thien-
1,090,900 1,103.10 1,113.90 1,122.70 1,131.80 1.140,7 1.149,8
Hue
Da Nang 926,800 946.00 966.30 986.80 1,007.70 1.028,8 1.046,2
Quang Nam 1,427,100 1,442.70 1,452.90 1,463.20 1,471.80 1.480,3 1.487,7
Quang Ngai 1,218,600 1,225.20 1,229.80 1,236.30 1,241.40 1.246,4 1.251,5
Binh Dinh 1,492,000 1,498.20 1,502.40 1,509.30 1,514.50 1.519,7 1.524,6
Phu Yen 867,200 870.00 876.10 882.00 887.40 893,4 899,4
Khanh Hoa 1,164,600 1,171.40 1,180.10 1,188.40 1,196.90 1.205,3 1.213,8
Ninh Thuan 568,200 574.10 579.40 584.90 590.40 595,9 601,4
Binh Thuan 1,175,000 1,184.50 1,191.60 1,199.50 1,207.40 1.215,2 1.222,7
Central
5,207,400 5,282.20 5,363.30 5,445.80 5,525.80 5.607,9 5.693,2
Highlands
Kon Tum 442,100 451.60 462.70 473.30 484.20 495,9 507,8
Gia Lai 1,301,600 1,321.70 1,340.50 1,359.10 1,377.80 1.397,4 1.417,3
Dak Lak 1,754,400 1,770.50 1,791.40 1,812.80 1,833.30 1.853,7 1.874,5
Dak Nong 505,200 519.60 536.70 555.10 571.30 587,8 605,4
Lam Dong 1,204,100 1,218.70 1,232.00 1,245.40 1,259.30 1.273,1 1.288,2
South East 14,545,900 14,799.60 15,130.60 15,459.30 15,790.40 16.127,8 16.424,3
Binh Phuoc 888,200 897.30 908.90 920.70 932.50 944,4 956,4
Tay Ninh 1,072,700 1,082.00 1,089.70 1,096.90 1,104.20 1.111,5 1.118,8
Binh Duong 1,619,900 1,659.10 1,731.00 1,802.50 1,873.60 1.947,2 1.995,8
Dong Nai 2,575,100 2,640.20 2,707.80 2,772.70 2,838.60 2.905,8 2.963,8
Ba Ria - Vung
1,012,000 1,022.50 1,033.00 1,046.50 1,059.50 1.072,6 1.092,0
Tau
Ho Chi Minh
7,378,000 7,498.40 7,660.30 7,820.00 7,981.90 8.146,3 8.297,5
city
REGION/
2010 2011 2012 2013 2014 2015 2016
PROVINCE
Mekong
17,255,400 17,306.80 17,379.60 17,448.70 17,517.60 17.590,4 17.660,7
River Delta
Long An 1,442,800 1,449.90 1,460.30 1,469.90 1,477.30 1.484,7 1.490,6
Tien Giang 1,678,000 1,682.60 1,692.50 1,703.40 1,716.10 1.728,7 1.740,2
Ben Tre 1,256,700 1,257.40 1,258.90 1,260.60 1,262.20 1.263,7 1.265,2
Tra Vinh 1,006,700 1,013.10 1,018.40 1,023.90 1,029.30 1.034,6 1.040,5
Vinh Long 1,026,500 1,029.10 1,034.50 1,037.80 1,041.50 1.045,0 1.048,6
Dong Thap 1,669,600 1,671.70 1,675.00 1,678.40 1,681.30 1.684,3 1.687,3
An Giang 2,148,900 2,149.00 2,151.20 2,153.30 2,155.80 2.158,3 2.159,9
Kien Giang 1,699,700 1,710.90 1,723.80 1,734.30 1,745.50 1.761,0 1.776,7
Can Tho 1,195,100 1,208.00 1,218.30 1,228.50 1,238.30 1.248,0 1.257,9
Hau Giang 760,400 761.70 763.80 766.20 768.40 770,4 772,5
Soc Trang 1,297,500 1,298.40 1,301.50 1,304.70 1,307.70 1.310,7 1.312,5
Bac Lieu 863,300 864.90 869.30 873.60 877.90 882,0 886,2
Ca Mau 1,210,200 1,210.00 1,212.10 1,214.20 1,216.40 1.218,9 1.222,6
REGION/
Total Urban Rural
PROVINCE
WHOLE COUNTRY 92.695,1 31.986,0 60.709,1
Red River Delta 21.133,8 7.645,3 13.488,5

Ha Noi 7.328,4 3.928,6 3.399,8
Vinh Phuc 1.066,0 248,5 817,5
Bac Ninh 1.178,6 343,1 835,5
Quang Ninh 1.224,6 749,7 474,9
Hai Duong 1.785,8 448,8 1.337,0
Hai Phong 1.980,8 925,9 1.054,9
Hung Yen 1.170,2 152,0 1.018,2
Thai Binh 1.790,0 187,9 1.602,1
Ha Nam 803,7 125,8 677,9
Nam Dinh 1.852,6 338,7 1.513,9
Ninh Binh 953,1 196,3 756,8
Northern midlands and

11.984,3 2.195,2 9.789,1
mountain areas
Ha Giang 816,1 122,2 693,9

Cao Bang 529,8 122,8 407,0
Bac Kan 319,0 59,9 259,1
Tuyen Quang 766,9 104,5 662,4
Lao Cai 684,3 157,0 527,3
Yen Bai 800,1 163,1 637,0
Thai Nguyen 1.227,4 421,1 806,3
Lang Son 768,7 151,9 616,8
Bac Giang 1.657,6 188,8 1.468,8
Phu Tho 1.381,7 258,6 1.123,1
Dien Bien 557,4 84,0 473,4
Lai Chau 436,0 75,7 360,3
Son La 1.208,0 164,8 1.043,2
Hoa Binh 831,3 120,8 710,5
REGION/
Total Urban Rural
PROVINCE
Northern Central area

19.798,8 5.692,1 14.106,7
and Central coastal area
Thanh Hoa 3.528,3 602,4 2.925,9

Nghe An 3.105,5 467,4 2.638,1
Ha Tinh 1.266,7 230,2 1.036,5
Quang Binh 877,7 172,4 705,3
Quang Tri 623,5 184,9 438,6
Thua Thien-Hue 1.149,8 559,7 590,1
Da Nang 1.046,2 915,0 131,2
Quang Nam 1.487,7 359,4 1.128,3
Quang Ngai 1.251,5 220,7 1.030,8
Binh Dinh 1.524,6 473,9 1.050,7
Phu Yen 899,4 261,4 638,0
Khanh Hoa 1.213,8 546,4 667,4
Ninh Thuan 601,4 217,7 383,7
Binh Thuan 1.222,7 480,6 742,1
Central Highlands 5.693,2 1.656,0 4.037,2
Kon Tum 507,8 180,7 327,1
Gia Lai 1.417,3 423,9 993,4
Dak Lak 1.874,5 457,0 1.417,5
Dak Nong 605,4 92,1 513,3
Lam Dong 1.288,2 502,3 785,9
South East 16.424,3 10.346,7 6.077,6
Binh Phuoc 956,4 229,2 727,2
Tay Ninh 1.118,8 249,7 869,1
Binh Duong 1.995,8 1.527,1 468,7
Dong Nai 2.963,8 1.037,9 1.925,9
Ba Ria - Vung Tau 1.092,0 561,6 530,4
Ho Chi Minh city 8.297,5 6.741,2 1.556,3
REGION/
Total Urban Rural
PROVINCE
Mekong River Delta 17.660,7 4.450,8 13.209,9
Long An 1.490,6 268,7 1.221,9
Tien Giang 1.740,2 269,8 1.470,4
Ben Tre 1.265,2 133,1 1.132,1
Tra Vinh 1.040,5 186,3 854,2
Vinh Long 1.048,6 177,5 871,1
Dong Thap 1.687,3 299,8 1.387,5
An Giang 2.159,9 664,1 1.495,8
Kien Giang 1.776,7 506,3 1.270,4
Can Tho 1.257,9 841,5 416,4
Hau Giang 772,5 191,4 581,1
Soc Trang 1.312,5 401,6 910,9
Bac Lieu 886,2 233,6 652,6
Ca Mau 1.222,6 277,0 945,6
AVERAGE POPULATION
REGION/ AREA
POPULATION DENSITY
PROVINCE (Km2)
(Thous. pers.) (Person/km2)
WHOLE COUNTRY 331.230,8 92.695,1 280,0
Red River Delta 21.260,3 21.133,8 994,0

Ha Noi 3.358,9 7.328,4 2.182,0
Vinh Phuc 1.235,3 1.066,0 863,0
Bac Ninh 822,8 1.178,6 1.432,0
Quang Ninh 6.177,7 1.224,6 198,0
Hai Duong 1.668,3 1.785,8 1.070,0
Hai Phong 1.561,7 1.980,8 1.268,0
Hung Yen 930,3 1.170,2 1.258,0
Thai Binh 1.586,5 1.790,0 1.128,0
Ha Nam 862,0 803,7 932,0
Nam Dinh 1.668,5 1.852,6 1.110,0
Ninh Binh 1.386,8 953,1 687,0
Northern midlands and

95.222,3 11.984,3 126,0
mountain areas
Ha Giang 7.929,2 816,1 103,0

Cao Bang 6.700,2 529,8 79,0
Bac Kan 4.860,0 319,0 66,0
Tuyen Quang 5.867,9 766,9 131,0
Lao Cai 6.364,0 684,3 108,0
Yen Bai 6.887,6 800,1 116,0
Thai Nguyen 3.526,7 1.227,4 348,0
Lang Son 8.310,2 768,7 92,0
Bac Giang 3.895,5 1.657,6 426,0
Phu Tho 3.534,4 1.381,7 391,0
Dien Bien 9.540,9 557,4 58,0
Lai Chau 9.069,5 436,0 48,0
Son La 14.123,5 1.208,0 86,0
Hoa Binh 4.590,7 831,3 181,0
AVERAGE POPULATION
REGION/ AREA
POPULATION DENSITY
PROVINCE (Km2)

and Central coastal 95.871,3 19.798,8 207,0
area
Thanh Hoa 11.114,5 3.528,3 317,0

Nghe An 16.481,7 3.105,5 188,0
Ha Tinh 5.990,6 1.266,7 211,0
Quang Binh 8.000,1 877,7 110,0
Quang Tri 4.621,8 623,5 135,0
Thua Thien-Hue 4.902,4 1.149,8 235,0
Da Nang 1.284,7 1.046,2 814,0
Quang Nam 10.575,0 1.487,7 141,0
Quang Ngai 5.152,3 1.251,5 243,0
Binh Dinh 6.066,1 1.524,6 251,0
Phu Yen 5.023,5 899,4 179,0
Khanh Hoa 5.137,7 1.213,8 236,0
Ninh Thuan 3.355,2 601,4 179,0
Binh Thuan 7.944,0 1.222,7 154,0
Central Highlands 54.508,0 5.693,2 104,0
Kon Tum 9.674,2 507,8 52,0

Gia Lai 15.510,8 1.417,3 91,0
Dak Lak 13.030,5 1.874,5 144,0
Dak Nong 6.509,3 605,4 93,0
Lam Dong 9.783,2 1.288,2 132,0
South East 23.552,6 16.424,3 697,0
Binh Phuoc 6.876,6 956,4 139,0
Tay Ninh 4.041,4 1.118,8 277,0
Binh Duong 2.694,7 1.995,8 741,0
Dong Nai 5.863,6 2.963,8 505,0
Ba Ria - Vung Tau 1.980,8 1.092,0 551,0
Ho Chi Minh city 2.061,4 8.297,5 4.025,0
AVERAGE POPULATION
REGION/ AREA
POPULATION DENSITY
PROVINCE (Km2)
Mekong River Delta 40.816,3 17.660,7 433,0
Long An 4.494,8 1.490,6 332,0

Tien Giang 2.510,5 1.740,2 693,0
Ben Tre 2.394,6 1.265,2 528,0
Tra Vinh 2.358,2 1.040,5 441,0
Vinh Long 1.525,6 1.048,6 687,0
Dong Thap 3.384,0 1.687,3 499,0
An Giang 3.536,7 2.159,9 611,0
Kien Giang 6.348,7 1.776,7 280,0
Can Tho 1.439,2 1.257,9 874,0
Hau Giang 1.621,8 772,5 476,0
Soc Trang 3.311,9 1.312,5 396,0
Bac Lieu 2.669,1 886,2 332,0
Ca Mau 5.221,2 1.222,6 234,0
Source: Statistical Yearbook 2016
REGION/
2011 2012 2013 2014 2015 2016
PROVINCE
WHOLE COUNTRY 44.413,6 44.901,1 45.394,6 45.970,8 46.485,8 46.989,5
Red River Delta 10.159,1 10.312,6 10.392,4 10.555,6 10.641,1 10.734,6
Ha Noi 3.418,5 3.513,4 3.552,8 3.638,9 3.682,9 3.736,1

Vinh Phuc 511,9 517,5 521,0 529,5 535,9 541,8
Bac Ninh 540,5 551,7 563,7 575,0 586,7 598,4
Quang Ninh 568,7 578,9 576,6 598,3 604,2 610,9
Hai Duong 882,2 888,3 894,9 900,4 905,8 911,2
Hai Phong 946,9 958,8 969,1 979,2 987,5 995,9
Hung Yen 577,6 579,3 582,7 587,0 591,1 595,2
Thai Binh 917,8 922,2 922,9 923,6 924,3 924,8
Ha Nam 402,5 404,0 404,4 405,2 406,0 406,3
Nam Dinh 936,5 937,2 938,6 941,4 943,4 944,6
Ninh Binh 455,8 461,3 465,8 477,0 473,3 469,4
Northern midlands
5.668,7 5.728,4 5.797,5 5.854,7 5.946,5 6.031,7
and mountain areas
Ha Giang 373,7 380,9 386,8 393,7 398,1 405,1

Cao Bang 259,2 260,0 261,5 262,7 265,2 267,2
Bac Kan 148,3 149,7 150,3 152,9 157,4 162,0
Tuyen Quang 366,6 370,2 374,1 379,3 384,5 389,7
Lao Cai 316,5 321,2 326,4 328,6 333,6 338,5
Yen Bai 379,8 384,1 388,5 392,7 397,0 400,4
Thai Nguyen 577,8 582,7 586,2 594,9 618,2 624,7
Lang Son 371,2 372,9 375,6 376,8 379,8 383,5
Bac Giang 796,8 802,9 818,0 817,6 825,8 834,1
Phu Tho 673,8 679,7 684,8 689,4 694,6 700,2
Dien Bien 255,2 259,6 263,9 268,9 273,9 278,7
Lai Chau 190,3 193,9 199,9 206,5 213,2 220,8
Son La 556,6 564,3 571,7 579,0 590,0 608,1
Hoa Binh 402,9 406,3 409,9 411,8 415,2 418,7
REGION/
2011 2012 2013 2014 2015 2016
PROVINCE
Northern Central
area and Central 9.655,0 9.721,6 9.803,6 9.866,2 9.930,3 9.983,6
coastal area
Thanh Hoa 1.739,0 1.750,1 1.763,7 1.766,7 1.768,2 1.770,0

Nghe An 1.489,2 1.503,7 1.520,6 1.528,9 1.545,4 1.553,0
Ha Tinh 625,9 628,8 634,0 639,0 642,0 644,2
Quang Binh 426,5 428,9 431,3 433,7 436,0 438,4
Quang Tri 305,6 307,0 310,6 312,7 314,2 317,5
Thua Thien-Hue 557,2 563,1 568,2 571,3 575,4 578,1
Da Nang 483,5 489,7 500,1 512,7 522,4 530,8
Quang Nam 737,6 742,5 747,8 752,1 756,2 760,1
Quang Ngai 621,0 623,5 626,3 629,8 633,2 636,7
Binh Dinh 767,9 770,0 773,5 774,7 777,4 779,8
Phu Yen 434,5 437,6 440,5 443,5 446,5 449,6
Khanh Hoa 591,6 597,0 600,4 605,8 611,1 616,6
Ninh Thuan 285,8 287,4 289,7 292,6 295,4 298,1
Binh Thuan 589,7 592,7 597,0 603,1 606,9 610,7
Central Highlands 2.597,0 2.627,0 2.672,3 2.739,4 2.798,3 2.858,8
Kon Tum 215,3 216,7 221,4 226,4 231,7 237,2

Gia Lai 650,7 656,0 661,2 691,3 721,7 752,2
Dak Lak 877,0 887,9 900,5 910,8 920,9 931,2
Dak Nong 244,9 250,7 265,2 282,4 290,5 299,2
Lam Dong 609,2 615,6 623,8 628,7 633,5 639,0
South East 7.628,8 7.763,1 7.935,2 8.135,2 8.303,9 8.475,6
Binh Phuoc 444,4 450,2 456,0 468,2 480,7 486,8
Tay Ninh 545,9 551,2 557,1 557,8 558,5 559,1
Binh Duong 861,1 896,6 932,6 969,2 998,4 1.032,1
Dong Nai 1.341,3 1.380,0 1.417,6 1.455,3 1.489,7 1.526,8
Ba Ria - Vung Tau 511,5 517,0 524,8 530,6 539,8 545,5
Ho Chi Minh city 3.924,6 3.968,0 4.047,2 4.153,9 4.236,8 4.325,3
REGION/
2011 2012 2013 2014 2015 2016
PROVINCE
Mekong River Delta 8.705,1 8.748,1 8.793,6 8.819,7 8.865,7 8.905,2
Long An 729,9 735,1 739,9 743,6 747,0 750,3

Tien Giang 853,1 862,6 867,7 874,4 880,5 886,7
Ben Tre 640,7 641,8 643,2 643,3 643,5 643,6
Tra Vinh 514,1 517,0 520,7 524,4 528,0 531,8
Vinh Long 522,1 524,6 527,4 528,6 530,2 531,8
Dong Thap 838,7 840,9 844,4 841,5 845,5 847,1
An Giang 1.080,4 1.081,5 1.084,3 1.088,4 1.089,3 1.090,1
Kien Giang 850,9 857,5 864,2 870,9 878,7 886,5
Can Tho 607,6 612,5 618,3 624,1 626,7 631,3
Hau Giang 377,9 378,8 380,5 385,2 389,8 394,2
Soc Trang 653,1 655,0 658,0 652,9 660,6 661,5
Bac Lieu 434,6 437,0 440,1 436,2 438,2 440,3
Ca Mau 602,0 603,7 605,0 606,3 607,7 610,0
REGION/
2011 2012 2013 2014 2015 2016
PROVINCE
WHOLE COUNTRY 43.446,8 43.908,2 44.364,9 44.758,1 45.224,0 45.705,6
Red River Delta 9.907,1 9.962,3 10.089,5 10.149,6 10.271,1 10.399,2
Ha Noi 3.342,8 3.351,7 3.424,2 3.457,0 3.520,0 3.592,3

Vinh Phuc 499,5 504,9 508,4 512,4 518,6 524,2
Bac Ninh 522,9 534,1 544,5 556,2 568,0 580,2
Quang Ninh 599,3 598,8 610,9 601,1 607,1 613,7
Hai Duong 847,6 853,4 856,9 862,8 868,7 874,6
Hai Phong 932,9 945,3 956,1 966,8 975,8 984,9
Hung Yen 560,8 564,8 568,9 571,1 573,0 575,0
Thai Binh 868,1 865,2 865,2 865,1 864,9 865,2
Ha Nam 384,3 388,2 391,6 394,2 396,7 397,4
Nam Dinh 897,0 897,9 901,3 904,2 907,2 908,0
Ninh Binh 451,9 457,9 461,4 458,8 471,1 483,7
Northern midlands
5.632,2 5.689,0 5.738,9 5.812,8 5.892,4 5.952,6
and mountain areas
Ha Giang 372,9 380,7 389,0 395,1 403,7 411,0

Cao Bang 254,8 255,2 256,4 257,5 259,4 262,6
Bac Kan 152,2 153,3 154,9 154,4 155,7 157,0
Tuyen Quang 368,3 370,6 373,1 374,5 375,8 377,2
Lao Cai 320,5 325,3 329,5 336,6 340,9 345,8
Yen Bai 378,8 381,6 386,1 390,8 396,1 399,7
Thai Nguyen 561,7 566,4 569,8 578,3 597,1 602,7
Lang Son 369,6 372,4 374,1 376,9 380,8 385,2
Bac Giang 785,0 790,0 790,0 806,9 815,1 823,5
Phu Tho 655,6 661,1 666,4 670,8 676,0 681,5
Dien Bien 255,5 260,1 264,6 269,2 273,9 278,7
Lai Chau 199,1 203,4 205,8 208,8 211,4 215,2
Son La 562,0 570,1 578,8 587,4 597,4 599,9
Hoa Binh 396,1 398,9 400,4 405,6 409,1 412,6
REGION/
2011 2012 2013 2014 2015 2016
PROVINCE

and Central coastal 9.450,0 9.521,4 9.583,9 9.656,3 9.740,4 9.815,2
area
Thanh Hoa 1.698,7 1.707,8 1.714,0 1.729,4 1.743,9 1.758,3

Nghe An 1.466,7 1.479,6 1.490,7 1.508,5 1.534,6 1.552,5
Ha Tinh 611,9 614,4 615,1 616,3 619,3 622,5
Quang Binh 426,9 429,3 432,1 434,5 436,9 439,3
Quang Tri 299,1 301,2 302,4 303,7 305,7 306,0
Thua Thien-Hue 546,0 550,9 554,5 560,5 566,3 571,7
Da Nang 462,5 476,6 486,7 495,0 504,4 515,4
Quang Nam 705,0 710,4 715,4 719,7 723,6 727,6
Quang Ngai 604,3 606,4 610,0 611,6 613,2 614,8
Binh Dinh 730,4 732,4 735,8 739,8 742,8 744,8
Phu Yen 435,5 438,5 441,5 443,9 446,9 449,8
Khanh Hoa 579,7 583,1 588,0 591,1 594,2 597,2
Ninh Thuan 288,3 291,9 295,2 297,8 300,5 303,3
Binh Thuan 594,9 599,0 602,5 604,3 608,1 612,0
Central Highlands 2.685,1 2.736,3 2.773,5 2.786,4 2.809,6 2.834,4
Kon Tum 236,3 246,0 251,9 257,8 264,2 270,6

Gia Lai 671,1 684,4 697,9 686,5 675,7 665,1
Dak Lak 893,5 903,5 912,3 922,5 932,8 943,3
Dak Nong 274,7 286,1 289,9 288,9 297,3 306,2
Lam Dong 609,5 616,4 621,6 630,6 639,6 649,2
South East 7.170,8 7.367,6 7.524,0 7.655,1 7.787,0 7.948,7
Binh Phuoc 452,9 458,7 464,7 464,3 463,7 469,6
Tay Ninh 536,1 538,5 539,8 546,4 553,0 559,7
Binh Duong 798,0 834,3 869,9 904,4 932,0 963,7
Dong Nai 1.298,9 1.327,8 1.355,1 1.383,3 1.407,9 1.437,0
Ba Ria - Vung Tau 511,0 516,0 521,7 528,9 539,3 546,5
Ho Chi Minh city 3.573,9 3.692,3 3.772,8 3.828,0 3.891,1 3.972,2

REGION/
2011 2012 2013 2014 2015 2016
PROVINCE
Mekong River Delta 8.601,6 8.631,5 8.655,1 8.697,9 8.723,5 8.755,5
Long An 720,0 725,2 730,0 733,7 737,0 740,3

Tien Giang 829,5 829,8 835,7 841,7 847,6 853,5
Ben Tre 616,7 617,1 617,4 618,9 620,2 621,6
Tra Vinh 499,0 501,4 503,2 504,9 506,6 508,7
Vinh Long 507,0 509,9 510,4 512,9 514,9 516,8
Dong Thap 833,0 834,2 834,0 839,8 838,8 840,2
An Giang 1.068,6 1.069,7 1.069,0 1.067,4 1.069,0 1.069,8
Kien Giang 860,0 866,3 870,1 874,6 882,3 890,2
Can Tho 600,4 605,8 610,2 614,2 621,3 626,6
Hau Giang 383,8 385,0 385,7 383,2 380,7 378,3
Soc Trang 645,3 646,5 646,7 654,8 650,1 651,0
Bac Lieu 430,3 432,2 433,5 441,7 443,8 445,9
Ca Mau 608,1 608,4 609,2 610,1 611,2 612,6
MONTH 2011 2012 2013 2014 2015 2016
January 101.74 101.00 101.25 100.69 99.8 100
February 102.09 101.37 101.32 100.55 99.95 100.42
March 102.17 100.16 99.81 99.56 100.15 100.57
April 103.32 100.05 100.02 100.08 100.14 100.33
May 102.21 100.18 99.94 100.20 100.16 100.54
June 101.09 99.74 100.05 100.30 100.35 100.46
July 101.17 99.71 100.27 100.23 100.13 100.13
August 100.93 100.63 100.83 100.22 99.93 100.1
September 100.82 102.20 101.06 100.40 99.79 100.54
October 100.36 100.85 100.49 100.11 100.11 100.83
November 100.39 100.47 100.34 99.73 100.07 100.48
December 100.53 100.27 100.51 99.76 100.02 100.23
Monthly average 101.40 100.55 100.49 100.15 100.05 100.39
December of report
year compared with
118.13 106.81 106.04 101.84 100.6 104.74
December of previous
year
Previous year = 100 118.58 109.21 106.60 104.09 100.63 102.66
Year 2000 = 100 248.60 271.49 289.41 301.26 303.16 309.02
Year 2005 = 100 194.84 212.79 226.83 236.12 237.61 247.98
Year 2010 = 100 118.58 129.50 138.04 14.00 144.6 148.44
ACCOMMODATION,
RETAIL SALE FOOD AND BEVERAGE SERVICE AND TOURISM
SERVICE
YEAR TOTAL
Value (Bill. Structure Value (Bill. Structure Value (Bill. Structure
Dong) (%) Dong) (%) Dong) (%)
2000 220,410.60 183,864.70 83.40 23,506.20 10.70 13,039.70 5.90
2001 245,315.00 200,011.00 81.50 30,535.00 12.50 14,769.00 6.00
2002 280,884.00 221,569.70 78.90 35,783.80 12.70 23,530.50 8.40
2003 333,809.30 262,832.60 78.70 39,382.30 11.80 31,594.40 9.50
2004 398,524.50 314,618.00 78.90 45,654.40 11.50 38,252.10 9.60
2005 480,293.50 373,879.40 77.80 58,429.30 12.20 47,984.80 10.00
2006 596,207.10 463,144.10 77.70 71,314.90 12.00 61,748.10 10.30
2007 746,159.40 574,814.40 77.00 90,101.10 12.10 81,243.90 10.90
2008 1,007,213.50 781,957.10 77.60 113,983.20 11.30 111,273.20 11.10
2009 1,405,864.60 1,116,476.60 79.40 158,847.90 11.30 130,540.10 9.30
2010 1,677,344.70 1,254,200.00 74.80 212,065.20 12.60 211,079.50 12.60
2011 2,079,523.50 1,535,600.00 73.90 260,325.90 12.50 283,597.60 13.60
2012 2,369,130.60 1,740,359.70 73.50 305,651.00 12.90 323,119.90 13.60
2013 2,615,203.60 1,964,666.50 75.10 315,873.20 12.10 334,663.90 12.80
2014 2,916,233.90 2,189,448.40 75.10 353,306.50 12.10 373,479.00 12.80
2015 3,223,202.60 2403723.2 74.6 399841.8 12.4 419637.6 13
Prel. 2016 3568149.5 2668413.3 74.8 442240.9 12.4 457495.3 12.8
REGION/
2011 2012 2013 2014 2015 Prel. 2016
PROVINCE
WHOLE
2,079,523.50 2,369,130.60 2,615,203.60 2,916,233.90 3,223,202.60 3,568,149.50
COUNTRY
Red River
445,164.90 513,143.10 585,147.30 645,346.00 724,009.60 790,566.20
Delta
Ha Noi 228,127.00 268,332.90 307,745.40 335,965.00 375,516.30 399,875.60
Vinh Phuc 21,420.50 24,310.90 25,104.90 28,742.50 32,110.00 35,293.80
Bac Ninh 19,790.40 23,069.80 26,247.00 29,379.10 34,324.30 37,707.20
Quang Ninh 32,003.80 36,680.60 43,425.40 46,780.80 53,398.80 60,282.80
Hai Duong 23,427.30 27,081.00 30,869.70 34,298.20 37,827.90 41,925.00
Hai Phong 53,967.80 57,673.00 62,523.50 69,431.10 77,256.60 88,321.60
Hung Yen 12,556.80 14,352.20 16,589.30 18,464.90 20,992.00 23,310.40
Thai Binh 17,733.70 19,859.30 22,629.90 25,504.10 28,226.00 31,902.80
Ha Nam 7,419.30 9,184.70 10,654.80 12,252.20 14,039.80 16,148.40
Nam Dinh 14,653.40 16,972.20 20,298.50 23,622.40 27,039.40 30,241.80
Ninh Binh 14,064.90 15,626.50 19,058.90 20,905.70 23,278.50 25,556.80
Northern
midlands and
99,890.30 114,033.60 129,288.10 144,765.90 161,397.80 177,352.30
mountain
areas
Ha Giang 3,473.20 4,063.30 4,751.60 5,582.70 6,290.40 7,352.50

Cao Bang 6,319.90 6,488.20 5,342.40 4,962.00 5,387.60 5,483.20
Bac Kan 2,758.00 3,289.50 3,458.50 3,715.50 4,040.20 4,433.10
Tuyen Quang 8,299.80 9,328.80 10,126.60 10,419.20 11,530.10 12,514.10
Lao Cai 6,812.30 8,052.20 9,558.50 11,485.60 12,668.60 13,816.00
Yen Bai 6,165.20 7,553.60 8,864.40 10,404.00 11,364.00 12,824.70
Thai Nguyen 11,579.10 13,453.40 15,725.80 17,544.30 19,869.50 22,000.20
Lang Son 10,354.40 10,597.20 12,438.00 13,976.50 14,671.00 15,519.10
Bac Giang 9,342.90 11,297.60 13,220.20 14,973.90 19,717.10 22,303.70
Phu Tho 12,601.60 14,723.20 16,919.90 18,680.90 20,282.10 22,229.70
Dien Bien 4,393.00 4,736.20 5,787.90 6,552.20 6,925.90 7,676.30
Lai Chau 2,470.30 2,896.30 2,985.50 3,225.70 3,430.50 3,675.50
Son La 8,604.70 10,328.20 12,343.40 14,394.70 15,217.60 16,898.40
Hoa Binh 6,715.90 7,225.90 7,765.40 8,848.70 10,003.20 10,625.80
REGION/
2011 2012 2013 2014 2015 Prel. 2016
PROVINCE
Northern
Central area
306,864.80 356,184.20 409,152.10 464,501.10 522,495.70 578,131.80
and Central
coastal area
Thanh Hoa 29,968.50 37,059.60 45,715.90 52,413.80 61,540.30 71,481.40
Nghe An 28,426.30 32,644.00 39,702.10 42,601.90 47,674.10 51,897.00
Ha Tinh 19,000.80 21,984.50 26,751.80 32,733.20 37,364.70 34,649.10
Quang Binh 11,887.50 13,255.50 15,057.70 16,738.10 18,145.00 19,083.30
Quang Tri 12,446.80 15,135.60 17,209.50 18,744.20 20,412.10 22,064.80
Thua Thien-
17,885.60 21,505.90 24,409.20 26,731.10 28,909.60 31,552.80
Hue
Da Nang 41,572.20 45,351.60 48,667.80 55,987.00 60,850.90 65,783.00
Quang Nam 18,631.10 20,780.30 23,781.20 28,027.60 31,567.60 35,809.30
Quang Ngai 21,398.20 25,236.70 28,485.40 32,406.10 35,671.10 40,317.80
Binh Dinh 28,708.50 32,822.70 36,779.40 41,033.60 45,815.20 50,845.40
Phu Yen 11,487.10 14,227.30 17,608.20 20,076.30 22,704.20 25,215.60
Khanh Hoa 35,936.40 41,442.40 46,266.50 53,130.20 61,930.20 72,118.10
Ninh Thuan 8,849.40 10,604.10 10,874.40 12,140.80 13,609.60 15,762.30
Binh Thuan 20,666.40 24,134.00 27,843.00 31,737.20 36,301.10 41,551.90
Central
86,419.00 103,187.60 120,061.10 137,032.20 148,719.20 165,677.20
Highlands
Kon Tum 5,406.00 6,550.40 8,496.90 10,126.50 11,860.20 13,427.30
Gia Lai 18,420.20 21,249.90 28,663.50 36,265.10 40,718.80 46,739.30
Dak Lak 32,445.30 38,559.00 43,608.70 48,567.90 52,154.50 58,082.60
Dak Nong 6,623.90 7,910.80 8,968.10 9,877.10 10,932.10 11,873.10
Lam Dong 23,523.60 28,917.50 30,323.90 32,195.60 33,053.60 35,554.90
South East 777,509.50 863,089.50 892,483.10 979,306.20 1,070,878.40 1,180,714.70
Binh Phuoc 16,725.30 18,755.10 22,589.30 25,255.00 29,765.40 32,339.80
Tay Ninh 38,395.10 41,462.20 45,716.00 49,669.20 54,532.80 59,395.10
Binh Duong 56,589.50 73,197.70 77,487.40 90,267.10 105,472.40 126,890.40
Dong Nai 73,488.60 86,178.70 94,368.20 106,597.70 122,379.30 136,337.60
Ba Ria - Vung
31,752.50 37,102.20 38,184.60 43,249.10 47,521.80 53,014.10
Tau
Ho Chi Minh
560,558.50 606,393.60 614,137.60 664,268.10 711,206.70 772,737.70
city
REGION/
2011 2012 2013 2014 2015 Prel. 2016
PROVINCE
Mekong River
363,675.00 419,492.60 479,071.90 545,282.50 595,701.90 675,707.30
Delta
Long An 24,022.10 28,683.70 34,009.80 40,287.20 47,830.90 56,828.10

Tien Giang 28,364.80 33,420.20 38,256.40 43,414.90 45,894.70 52,263.00
Ben Tre 19,325.10 20,607.70 23,323.70 25,551.40 28,161.40 31,692.30
Tra Vinh 10,821.20 13,242.10 14,551.30 16,015.40 18,475.00 21,345.40
Vinh Long 20,599.40 24,466.30 29,635.20 32,049.50 34,312.10 36,470.60
Dong Thap 39,566.40 46,874.60 49,034.50 54,716.80 59,789.20 66,351.60
An Giang 46,722.90 52,261.40 58,605.00 65,295.40 74,284.20 82,980.50
Kien Giang 38,476.10 41,903.90 48,400.30 53,174.40 63,343.70 71,725.70
Can Tho 39,496.80 45,637.90 53,320.50 59,855.30 64,998.10 72,813.40
Hau Giang 17,443.90 17,950.40 24,130.20 26,084.00 27,873.70 30,846.00
Soc Trang 28,518.10 34,965.10 37,563.70 42,673.50 47,265.10 56,918.80
Bac Lieu 19,970.10 24,567.50 28,385.30 42,420.30 36,915.10 44,655.40
Ca Mau 30,348.10 34,911.80 39,856.00 43,744.40 46,558.70 50,816.50
TOTAL EXPORTS IMPORTS BALANCE(*)
Index Index Index

Value (Previous Value (Previous Value (Previous Value
(Mill.USD) year = 100) (Mill.USD) year = 100) (Mill.USD) year = 100) - (Mill.USD)
-% -% %
2000 30,119.20 129.40 14,482.70 125.50 15,636.50 133.20 -1,153.80
2001 31,247.10 103.70 15,029.20 103.80 16,217.90 103.70 -1,188.70
2002 36,451.70 116.70 16,706.10 111.20 19,745.60 121.80 -3,039.50
2003 45,405.10 124.60 20,149.30 120.60 25,255.80 127.90 -5,106.50
2004 58,453.80 128.70 26,485.00 131.40 31,968.80 126.60 -5,483.80
2005 69,208.20 118.40 32,447.10 122.50 36,761.10 115.00 -4,314.00
2006 84,717.30 122.40 39,826.20 122.70 44,891.10 122.10 -5,064.90
2007 111,326.10 131.40 48,561.40 121.90 62,764.70 139.80 -14,203.30
2008 143,398.90 128.80 62,685.10 129.10 80,713.80 128.60 -18,028.70
2009 127,045.10 88.60 57,096.30 91.10 69,948.80 86.70 -12,852.50
2010 157,075.30 123.60 72,236.70 126.50 84,838.60 121.30 -12,601.90
2011 203,655.50 129.70 96,905.70 134.20 106,749.80 125.80 -9,844.10
2012 228,309.60 112.10 114,529.20 118.20 113,780.40 106.6 748.8
2013 264,065.50 115.70 132,032.90 115.30 132,032.60 116 0.3
2014 298,066.20 112.90 150,217.10 113.80 147,849.10 112.00 2,368.00

327,792.60 112.10 -3,759.20
2015 110.00 162,016.70 107.90 165,775.90
Prel. 2016 351384.6 107.2 176580.8 109 174803.8 105.4 1777
2011 2012 2013 2014 2015
TOTAL 96,905.70 114,529.20 132,032.90 150,217.10 162,016.70
Primary products 33,736.70 35,200.90 33,782.60 35,734.50 30,299.30
Food, foodstuff and live

17,442.90 18,812.60 18,561.20 21,546.60 20,339.50
animals
Beverages and tobacco 358.00 464.30 538.10 540.40 568.4
Crude materials, inedible,

4,716.10 4,254.20 4,742.30 4,146.40 4,108.20
except fuels
Mineral fuels, lubricants and

11,007.80 11,353.20 9,685.20 9,238.20 4,995.80
related materials
Animal and vegetable oils, fats

211.90 316.60 255.80 262.90 287.4
and wax
Manufactured products 63,106.10 79,241.60 98,172.40 114,472.00 131,710.70
Chemical and related products,

2,875.70 3,749.50 3,831.60 4,220.40 4,098.30
n.e.s
Manufactured goods classified

10,874.60 12,203.50 13,844.20 16,517.80 17,057.50
chiefly by materials
Machinery, transport and

18,834.90 30,703.70 43,027.10 48,619.00 60,563.80
equipments
Miscellaneous manufactured
30,520.90 32,584.90 37,469.50 45,114.80 49,991.10
articles
Commodities not clasified

62.90 86.70 77.90 10.60 6.7
elsewhere in SITC

2011 2012 2013 2014 2015 Prel. 2016
Value (Mill.USD)
TOTAL 106,749.80 113,780.40 132,032.60 147,849.10 165,775.90 174,803.80
Domestic economic sector 58,362.80 53,839.20 57,597.60 63,638.20 68,549.40 72,367.80
Foreign invested sector 48,387.00 59,941.20 74,435.00 84,210.90 97,226.50 102,436.00
Mean of production 94,551.50 103,430.20 119,933.10 134,674.50 151,004.30 159,266.80
Machinery, instrument,
31,592.90 39,911.60 50,520.20 56,306.60 71,647.40 72,439.00
accessory
Fuels, raw material 62,958.60 63,518.60 69,412.90 78,367.90 79,356.90 86,827.80
Consumer goods 10,125.30 10,249.80 11,982.40 13,046.40 14,645.10 15,537.00
Food 3.50 8.40 6.50 5.50 8.70 ..

Foodstuffs 3,711.00 3,761.60 4,564.80 5,456.30 6,295.40 ..
Pharmaceutical and medicinal
1,589.80 1,868.60 1,956.90 2,115.70 2,378.50 2,562.80
products
Others 4,821.00 4,611.20 5,454.20 5,468.90 5,962.50 ..
Non-monetary gold 2,073.00 100.40 117.10 128.20 126.5 ..
Structure (%)
TOTAL 100.00 100.00 100.00 100.00 100.00 100.00
Domestic economic sector 54.7 47.3 43.6 43 41.4 41.4
Foreign invested sector 45.3 52.7 56.4 57 58.6 58.6
Mean of production 88.6 90.9 90.8 91.1 91.1 91.1
Machinery, instrument,
29.6 35.1 38.2 38.1 43.2 41.4
accessory
Fuels, raw material 59 55.8 52.6 53 47.9 49.7
Consumer goods 9.5 9 9.1 8.8 8.8 8.9
Food 0 0 0 0 0 ..
Foodstuffs 3.5 3.3 3.5 3.7 3.8 ..
Pharmaceutical and medicinal
1.5 1.6 1.5 1.4 1.4 1.5
products
Others 4.5 4.1 4.1 3.7 3.6 ..
Non-monetary gold 1.9 0.1 0.1 0.1 0.1 ..

2010 2012 2014 2016
Expen- Expen- Expen- Expen-

Income Income Income Income
diture diture diture diture
WHOLE COUNTRY 1,387 1,211 2,000 1,603 2,637 1,888 3,049 2,157
By residence
Urban 2,130 1,828 2,989 2,288 3,964 2,613 4,368 3,059
Rural 1,070 950 1,579 1,315 2,038 1,557 2,437 1,735
By region
Red River Delta 1,580 1,438 2,351 1,897 3,265 2,241 3,610 2,528
Northern midlands
905 866 1,258 1,195 1,613 1,538 2,033 1,655
and mountain areas
North Central area

and Central coastal 1,018 1,015 1,505 1,406 1,982 1,647 2,432 1,809
area
Central Highlands 1,088 971 1,643 1,483 2,008 1,660 2,562 1,766
South East 2,304 1,724 3,173 2,145 4,125 2,410 4,485 3,018
Mekong River Delta 1,247 1,058 1,797 1,363 2,327 1,602 2,798 1,872

Ho Chi Minh Head Office Hanoi Office
Level 04, Centre Point Building, Level 03, Song Hong Parkview,
106 Nguyen Van Troi, Phu Nhuan Dist., 165 Thai Ha, Dong Da Dist.,
Ho Chi Minh City, Vietnam Hanoi, Vietnam
TEL: +84 28 3997 8088 TEL: +84 24 7304 2288
vietnaminfo@nielsen.com
www.nielsen.com/vn
Copyright © 2018
The Nielsen Company (US), LLC. www.facebook.com/vietnamnielsen
Confidential and proprietary.

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At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image.

THE SCIENCE BEHIND WHAT’S NEXT™

Buy Coverage Only

Watch and Buy Coverage

Ho Chi Minh Head Office Hanoi Office

THAILAND 102 -7 4.6 1.3 4.5 1.3 MALAYSIA 117 13

CONSUMER CONFIDENCE INDEX

The Conference Board® Global Consumer Confidence Survey is conducted in

WHO’S SPENDING, SAVING AND INVESTING? Q2 2018

2.2% 2.2% 2.1% 2.3% 2.4% 2.1% 2.3% 2.0% 1.9%

Unit Value Growth Volume Growth Nominal Growth

WHERE ARE THE FMCG GROWTH OPPORTUNITIES?

THAILAND (-3.9%) KOREA (-0.8%)

Avg. volume growth decreasing versus last period

6.6 6.8 6.6

4.8 4.4 4.4 4.6 4.3

2016 2017 2018 2019 2020 2021 2022

Exchange Rate - Local Currency (USD$)

2016 2017 2018 2019 2020 2021 2022

Exchange Rate - Local Currrency (USD$)

Source: Nielsen What’s Next in Vietnam – Forecasting Tool

2016 2017 2018 2019 2020 2021 2022

Population Million people

131 131 132 132 132 133

2016 2017 2018 2019 2020 2021

Internet users Mobile subscribers

3.2% 5.4% 5.0%

1.1% 1.0% 1.1% 1.1% 1.2% 1.0% 1.0% 1.1%

VALUE CONTRIBUTION AND growth – MAT Q2-2018

Total FMCG TT Urban MT Urban

Source: Nielsen Retail Index

Nguyen Huong Quynh

Q2 2016 Q3 2016 Q4 2016 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018

Asia Pacific Vietnam

VIETNAMESE REMAINS SHOWING POSITIVE CONFIDENCE INDICATOR

POSITIVE ABOUT SECURE ABOUT READY

23% 7% 27% 21% 14% 8%

15-19 20-34 35-49 50-64

21% 7% 22% 21% 18% 11%

+0.8M +0.2M -3.5M +3.4M +3.7M +3.6M

Source: Study What’s Next In Emerging Markets Study, 2018

• Negative economic • Technology and robotics

• Infant & children focused

• Focus on education • Marketing toward young

% urban population by city size in

66% 60% 19%

2015 2025 2015 2025

2015 2020 2025

> 10 Million 10 - 5 Million 1 - 5 Million 500K - 1 Million 300K - 500K <300K

Source: Study What’s Next In Emerging Markets Study, 2018

URBAN SEGMENTATION = DIFFERENT NEEDS

OUTBOUND TRIPS GROWTH

3.5 USD Bn.

8.0 USD Bn.

AND PEAK UP EVEN HIGHER IN TET

DOMESTIC AND OUTBOUND TRAVEL TET 2018

80% 60% 50%

Viettourist Fiditour Viettravel

70% 49% 38%

46% 46% 43%

4.4 3.6 3.3

2000 2015 2025

HOUSEHOLD SIZE & AVERAGE WAGES PER MONTH

Average HH size (person) Average wages per month (USD)