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.

CONSUMERS & BRANDS Target Group: Regional food purchasers in Vietnam December 2022 Global Consumer Survey Target Group Report Introduction Report overview Global Consumer Survey methodology (1) Design: Online Survey, split questionnaire design This report analyses consumers that answered ’’Regional products’’ to the multi-pick question ’’Out of Duration: approx 15 minutes the following, which are the most important aspects when choosing your food?’’ Language: official language(s) of each country with American English offered as an alternative The report offers the reader a comprehensive overview of regional food purchasers in Vietnam: who Region: 56 countries they are; what they like; what they think; and how to reach them It provides insights on their Number of respondents: demographics, lifestyle, opinions, and marketing • 12,000+ for countries with the extended survey touchpoints Additionally, the report allows the reader • 2,000+ for the basic survey to benchmark regional food purchasers in Vietnam (’’target group’’) against the average Vietnamese Sample: Internet users, aged 18 – 64, quotas set on onliner, labelled as ’’all respondents’’ in the charts gender and age The report is updated regularly and is based on data Fieldwork: from the Statista Global Consumer Survey • Continuous from January to December • Countries that receive the extended survey are updated four times a year 2 Notes: (1): See the full methodology for a detailed overview of the study design Sources: Statista Global Consumer Survey as of December 2022 Regional food purchasers in Vietnam Management summary: key insights Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints 39% of regional food purchasers are An honest and respectable life has less 29% of regional food purchasers state Regional food purchasers access the between the ages 30 and 39 importance to regional food purchasers that they are on a restricted diet for internet via a regular laptop more often than to the average onliner health reasons than the average onliner 50% of regional food purchasers are male Fashion and beauty are relatively A relatively high share of regional food On social media, regional food prevalent interests of regional food purchasers think that housing is an purchasers interact with companies There are regional food purchasers purchasers issue that needs to be addressed more often than the average onliner throughout all income brackets Regional food purchasers are more Many regional food purchasers have Regional food purchasers remember 30% of regional food purchasers live in likely to have gardening and plants as a centrist political views seeing ads in printed daily newspapers a megacity with over 5 million hobby than the average onliner more often than the average onliner inhabitants Regional food purchasers remember seeing ads on websites and apps of brands and products more often than the average onliner 3 Sources: Statista Global Consumer Survey as of December 2022 CHAPTER 01 Demographic profile • Life stages • Gender • Education • Income • Household classification • Type of community 39% of regional food purchasers are between the ages 30 and 39 Demographic profile: life stages Age of consumers in Vietnam Target group 29% 39% 15% 18% All respondents 30% 32% 20% 18% 18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years 5 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 December 2022 50% of regional food purchasers are male Demographic profile: gender Gender of consumers in Vietnam Target group 50% 50% All respondents 52% 48% Male Female 6 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 65% of regional food purchasers have a college degree Demographic profile: education Consumer’s level of education in Vietnam 62% 59% 9% 14% 14% 6% 11% 11% 2% 2% Secondary Further Technical / Bachelor degree 3% 3% 0% 0% education education vocational or equivalent No formal (permission to education Master degree Doctoral degree education / go to university) or equivalent or equivalent primary school Target group All respondents 7 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 December 2022 There are regional food purchasers throughout all income brackets Demographic profile: income Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income Target group 32% 35% 33% All respondents 34% 35% 32% High Middle Low 8 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 Many regional food purchasers live in a household of partners and children Demographic profile: household classification Type of households in which consumers in Vietnam live​ 50% 46% 18% 18% 19% 19% 3% 10% 3% 2% 2% 2% 1% 7% Single household Single parent Partners Multi- Two or more Other Couple household and children generational related adults household types household family Target group All respondents 9 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 December 2022 30% of regional food purchasers live in a megacity with over 5 million inhabitants Demographic profile: type of community Communities where consumers live in Vietnam 36% 30% 29% 24% 25% 23% 6% 4% 5% 7% 7% 4% Small town Medium-sized town Large city City with over 1 Megacity with over 5 Rural community Target group All respondents million inhabitants million inhabitants 10 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 December 2022 An honest and respectable life has less importance to regional food purchasers than to the average onliner Consumer lifestyle: life values Most important aspects of life for consumers in Vietnam 47% 44% 43% 41% 34% 36% 30% 28% 29% 29% 26% 25% 26% 26% 29% 30% 25% 24% 15% 13% To be Having a Making A happy Learning Advancing Social Safety and An honest Traditions my own relationship new things my career justice security and successful good time decisions respectable life Target group All respondents 12 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 December 2022 Fashion and beauty are relatively prevalent interests of regional food purchasers Consumer lifestyle: main interests Top 10 interests of regional food purchasers in Vietnam 50% 48% 47% 44% 44% 40% 40% 38% 31% 42% 38% 32% 35% 25% 33% 32% 37% 36% 26% 21% Fashion Food & Health & Finance & Science & Politics & Travel Movies, Career & Home & & beauty dining fitness economy technology society TV shows education garden & music and current world events Target group All respondents 13 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 December 2022 Regional food purchasers are more likely to have gardening and plants as a hobby than the average onliner Consumer lifestyle: hobbies & leisure activities Top 10 hobbies and leisure activities of regional food purchasers in Vietnam 45% 43% 38% 37% 36% 35% 35% 34% 33% 34% 36% 31% 34% 27% 28% 21% 31% 29% 22% 19% Cooking Doing Traveling Tech & Video Reading Outdoor Gardening Socializing Meditation & baking sports computers gaming activities and fitness and plants & wellness Target group All respondents 14 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 December 2022 CHAPTER 03 Consumer attitudes • Attitudes towards food • Challenges facing the country • Politics 15 29% of regional food purchasers state that they are on a restricted diet for health reasons Consumer attitudes: attitudes towards food Agreement with statements in Vietnam 35% 65% 61% 26% 44% 39% 29% 16% 19% 11% I actively try I avoid artificial flavors I try to eat less meat I am on a restricted I have one or more to eat healthy and preservatives diet for health reasons food intolerances Target group All respondents 16 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 December 2022 A relatively high share of regional food purchasers think that housing is an issue that needs to be addressed Consumer attitudes: challenges facing the country The 10 most important issues facing Vietnam according to regional food purchasers 46% 42% 42% 40% 39% 38% 31% 33% 30% 33% 35% 34% 32% 32% 27% 29% 24% 18% 24% 20% Environ- Economic Health Climate Education Rising prices Food and Housing Unemploy- Civil rights ment situation and social change / inflation / water ment cost of living security security Target group All respondents 17 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 December 2022 Many regional food purchasers have centrist political views Consumer attitudes: politics Political attitudes of consumers in Vietnam Target group 12% 49% 34% 5% All respondents 11% 47% 33% 9% Left Center Right Prefer not to answer 18 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 December 2022 CHAPTER 04 Marketing touchpoints • Digital advertising touchpoints • Internet usage by device • Social media usage • Non-digital advertising touchpoints • Traditional media usage Regional food purchasers remember seeing ads on websites and apps of brands and products more often than the average onliner Marketing touchpoints: digital advertising touchpoints Top 10 places where regional food purchasers in Vietnam have come across digital advertising in the past 4 weeks 49% 46% 41% 44% 40% 32% 40% 38% 38% 36% 34% 34% 34% 29% 32% 30% 29% 26% 28% 24% Video Social Other apps Websites Search Video Online Editorial Video Newsletters portals media and apps engines games stores websites streaming of brands and apps services Target group All respondents 20 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 December 2022