Regional Food Purchasers in Vietnam

Báo cáo Regional Food Purchasers in Vietnam phân tích chi tiết về người tiêu dùng Việt Nam ưu tiên sản phẩm địa phương khi mua thực phẩm. Các điểm nổi bật: Đặc điểm Dân Số: Chủ yếu 3039 tuổi, cân đối giới tính, thu nhập đa dạng, sống ở các đô thị lớn. Lối Sống và Sở Thích: Ít quan tâm đến cuộc sống trung thực, đáng kính, chủ yếu quan tâm đến thời trang, làm đẹp, sở thích như làm vườn. Thái Độ và Chính Trị: Nhiều người theo chế độ ăn kiêng, lo lắng về vấn đề nhà ở, và có quan điểm chính trị trung lập. Tiếp Xúc Quảng Cáo: Ưu tiên laptop để truy cập internet, tương tác với công ty qua mạng xã hội, nhớ quảng cáo trên báo in và website hơn người tiêu dùng trung bình.

Target Group: Regional food purchasers in Vietnam

December 2022

CONSUMERS & BRANDS

Report overview Global Consumer Survey methodology(1)

Design: Online Survey, split questionnaire design Duration: approx 15 minutes

Language: official language(s) of each country with

American English offered as an alternative

Region: 56 countries Number of respondents:

Sample: Internet users, aged 18 – 64, quotas set on

gender and age

Fieldwork:

updated four times a year

2

Introduction

Global Consumer Survey Target Group Report

Notes: (1): See the full methodologyfor a detailed overview of the study design

Sources: Statista Global Consumer Survey as of

This report analyses consumers that answered

’’Regional products’’ to the multi-pick question ’’Out of the following, which are the most important aspects when choosing your food?’’

The report offers the reader a comprehensive overview of regional food purchasers in Vietnam: who they are; what they like; what they think; and how to reach them It provides insights on their

demographics, lifestyle, opinions, and marketing touchpoints Additionally, the report allows the reader

to benchmark regional food purchasers in Vietnam (’’target group’’) against the average Vietnamese onliner, labelled as ’’all respondents’’ in the charts

The report is updated regularly and is based on data from the Statista Global Consumer Survey

December 2022

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

3

Management summary: key insights

Regional food purchasers in Vietnam

Sources: Statista Global Consumer Survey as of

39% of regional food purchasers are

between the ages 30 and 39

50% of regional food purchasers are

male

There are regional food purchasers

throughout all income brackets

30% of regional food purchasers live in

a megacity with over 5 million

inhabitants

An honest and respectable life has less importance to regional food purchasers than to the average onliner

Fashion and beauty are relatively prevalent interests of regional food purchasers

Regional food purchasers are more likely to have gardening and plants as a hobby than the average onliner

29% of regional food purchasers state that they are on a restricted diet for health reasons

A relatively high share of regional food purchasers think that housing is an issue that needs to be addressed

Many regional food purchasers have centrist political views

Regional food purchasers access the internet via a regular laptop more often than the average onliner

On social media, regional food purchasers interact with companies more often than the average onliner Regional food purchasers remember seeing ads in printed daily newspapers more often than the average onliner.Regional food purchasers remember seeing ads on websites and apps of brands and products more often than the average onliner

December 2022

Age of consumers in Vietnam

5

Demographic profile: life stages

39% of regional food purchasers are between the ages 30 and 39

Notes: ’’How old are you?’’; Single Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

Gender of consumers in Vietnam

6

Demographic profile: gender

50% of regional food purchasers are male

Notes: ’’What is your gender?’’; Single Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

Consumer’s level of education in Vietnam

7

Demographic profile: education

65% of regional food purchasers have a college degree

Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

Further education (permission to

go to university)

2%

Technical / vocational education

Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income

8

Demographic profile: income

There are regional food purchasers throughout all income brackets

Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Out of the following, which are the most important aspects when

choosing your food?; Multi Pick; Base: n=178 regional food purchasers, n=1796 all respondents

Sources: Statista Global Consumer Survey as of December 2022

Type of households in which consumers in Vietnam live​

9

Demographic profile: household classification

Many regional food purchasers live in a household of partners and children

Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick;

Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

Other household types

household

Single parent household

generational family

Multi-3%

Partners and children

46%

1%

Two or more related adults

Communities where consumers live in Vietnam

10

Demographic profile: type of community

30% of regional food purchasers live in a megacity with over 5 million

inhabitants

Notes: ’’In what type of community do you live?’’; Single Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

City with over 1 million inhabitants

December 2022

Consumer lifestyle: life values

An honest and respectable life has less importance to regional food purchasers than to the average onliner

Most important aspects of life for consumers in Vietnam

Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base:

n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

30%

Social justice

A happy relationship

29%

Learning new things

Having a good time

To be successful

Making

my own decisions

47%

Advancing

my career

Safety and security

An honest andrespectable life

Consumer lifestyle: main interests

Fashion and beauty are relatively prevalent interests of regional food purchasers

Top 10 interests of regional food purchasers in Vietnam

Notes: ’’What topics are you personally interested in?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

Consumer lifestyle: hobbies & leisure activities

Regional food purchasers are more likely to have gardening and plants as a

hobby than the average onliner

Top 10 hobbies and leisure activities of regional food purchasers in Vietnam

Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

27%

45%

Doing sports and fitness

Tech &

computers

Gardening and plants

Outdoor activities

December 2022

Agreement with statements in Vietnam

16

Consumer attitudes: attitudes towards food

29% of regional food purchasers state that they are on a restricted diet for health reasons

Notes: ’’Which of these statements apply to you?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=1049 all respondents

Sources: Statista Global Consumer Survey as of

Consumer attitudes: challenges facing the country

A relatively high share of regional food purchasers think that housing is an issue that needs to be addressed

The 10 most important issues facing Vietnam according to regional food purchasers

Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi

Pick; Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

water security

Environ-ment

Health and social security

Economic situation

Climate change

HousingRising prices

/ inflation / cost of living

ment

Political attitudes of consumers in Vietnam

18

Consumer attitudes: politics

Many regional food purchasers have centrist political views

Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views Where would you place yourself on a scale from left to right?’’; Single Pick; Out of the following, which are the most

important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

Marketing touchpoints

CHAPTER 04

Marketing touchpoints: digital advertising touchpoints

Regional food purchasers remember seeing ads on websites and apps of brands and products more often than the average onliner

Top 10 places where regional food purchasers in Vietnam have come across digital advertising in the past 4 weeks

Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers,

n= 2097 all respondents

Sources: Statista Global Consumer Survey as of

34%

Online stores

Video

portals

Video streaming services

Social media

38%

websites and apps

Websites and apps

of brands

Video games

Search engines

Marketing touchpoints: internet usage by device

Regional food purchasers access the internet via a regular laptop more often than the average onliner

Devices consumers in Vietnam use regularly to access the internet

Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers,

Laptop with touch screen

Streaming device

Gaming console

Marketing touchpoints: social media usage

On social media, regional food purchasers interact with companies more often than the average onliner

Social media activities in Vietnam by type​

Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food

purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

36%

Posted texts / status updates

Passive social media usage

Followed people

37%

Posted pictures / videos

Shared posts by other users

Liked company posts

Followed companies

Shared company posts

No social media usage

Marketing touchpoints: non-digital advertising touchpoints

Regional food purchasers remember seeing ads in printed daily newspapers more often than the average onliner

Places where consumers in Vietnam have come across non-digital advertising in the past 4 weeks

Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food

purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

On advertising spaces

On the radio

In the movies/cinema

In printed magazines and journals

By mailshot / advertising mail

December 2022

Type of media consumers in Vietnam have been using in the past 4 weeks

24

Marketing touchpoints: traditional media usage

Regional food purchasers tend to listen to the radio more often than the average onliner

Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all

The Statista Global Consumer Survey offers a global perspective on

consumption and media usage, covering the offline and online

world of the consumer Our survey is designed to help marketers,

planners, and product managers understand consumer behavior

and consumer interactions with brands.

• Cross-tabulation

• Customized multi-dimensional target groups

• Trend and country comparisons

• Export in Excel (CSV) or PowerPoint format

50+

topics & industries

14,500+

international brands

56

countries &

territories

GLOBAL CONSUMER SURVEY 2022

Find out more on:

statista.com/global-consumer-survey

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim

and Business Administration (M.Sc.) from the University of Hamburg He interned

at the Hamburg Center for Health Economics and Mercedes-Benz USA

At Statista he is responsible for designing consumer studies, product automation,

and brand research

At Statista he is responsible for report and process automation His area of expertise is data analysis using Python and SPSS.

26

Stefan Rau

Research Manager

s.rau@statista.com