Khảo sát thị trường Trà sữa tại Việt Nam

Milk tea (bubble tea) demand in Vietnam Q&Me is online market research provided by Asia Plus Inc Asia Plus Inc Overview This survey was conducted in order to find out the milk tea drinking behavior & brands evaluation of the popular milk tea shops The survey was conducted to over 350 male and female 15 – 39 years old living in HCM and Hanoi Milk tea recognition Total By profile 31% 22% 9% 12% 34% 32% 40% No, 27% 69% 78% 91% 88% 66% 68% Female 15-22 23-29 60% Yes, 73% Male Yes 30-39 Hanoi No 73% recognizes the milk tea, the ratio is higher at elders (88%) & HCM (91%) Q Do you know milk tea? (n=737) Ho Chi Minh When they are aware of milk tea 47% 21% 5% Less than one month 3% 2% 1% 2% 1-3 months 3-6 months 6-9 months 9-12 months 67% knows about milk tea more than one year Q When was the first time that you knew about milk tea? (n=354) 10% 10% 1-2 years 2-3 years More than years Don't remember Information source 39% 38% 29% 27% 19% 13% 11% 8% 6% 3% 1% 3% There is Don't store Friends/ I see Advertise Available know/ Friends Advertise Advertise At fair/ relatives s on at place I near my everyone On the share/ s on the s on the events/ Others don't place/ street bought it around social usually remembe introduce streets websites exhibition for me websites eat studying/ drink it r working Top of mind 39% 38% 29% 27% 19% 13% 11% 8% 6% 3% 1% 3% Friends are the main channel in awareness about milk tea, followed by the stores near my place/ studying/working & see everyone around drink it Q How did you know it? (n=354) If they have taken milk tea before Total By profile 10% 9% 5% 11% 11% 11% 8% 90% 91% 95% 89% 89% 89% 92% Female 15-22 23-29 30-39 Hanoi Ho Chi Minh No, 9% Yes, 91% Male Yes 91% drinks milk tea, the ratio is higher at youngsters with 95% Q Do you drink milk tea? (n=354) No Drinking frequency Total 5% 7% 28% 19% 10% 13% 18% Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh Less often 29% 27% 19% 26% 39% 34% 22% Once a month 12% 7% 10% 10% 10% 10% 9% Every day/almost every day 4-5 times/week Once/2-3 weeks 12% 14% 13% 18% 7% 11% 15% 2-3 times/week One a week One a week 19% 17% 19% 18% 18% 15% 21% 2-3 times/week 14% 24% 20% 18% 19% 21% 17% 4-5 times/week 8% 7% 12% 5% 5% 4% 10% Everyday/almost every day 6% 3% 7% 4% 3% 4% 5% Once/2-3 weeks Once a month Less often About 50% drinks milk tea at least once a week, the number is higher at youngsters with 60% Q How often you drink milk tea? (n=321) Occasions for drinking milk tea Total Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh Hang out with friends 54% 53% 54% 63% 50% 48% 52% 56% Feeling like drinking 40% 24% 56% 31% 41% 47% 32% 48% Relax after working 32% 26% 39% 19% 39% 38% 28% 36% Friend gathering 28% 25% 32% 40% 27% 18% 26% 31% Hang out witth boy friend/girl friend 24% 26% 21% 29% 32% 9% 18% 30% Relax after studying 16% 11% 20% 33% 10% 4% 15% 16% Birthday 12% 9% 16% 22% 11% 4% 13% 11% Relax after sport activity 8% 10% 6% 10% 9% 6% 8% 8% Others 3% 3% 3% 3% 3% 4% 4% 2% Hang out with friends, feeling like drinking or relax after working are the main occasions people usually drink milk tea most Q What are the occasions that you drink milk tea? (n=321) Favorite soft drink Total Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh Smoothies 36% 19% 53% 33% 35% 39% 37% 35% Milk tea 23% 19% 27% 35% 16% 19% 25% 21% Vietnamese coffee (with milk) 21% 32% 11% 14% 29% 20% 19% 24% Vietnamese coffee (Black) 10% 18% 2% 7% 10% 12% 9% 11% Soft drinks/ bottle drinks 5% 6% 3% 7% 2% 4% 4% 5% Coffee Cappuccino 4% 5% 3% 3% 5% 4% 6% 2% Coffee Latte 1% 2% 1% 0% 3% 1% 1% 2% Smoothies is the type of drinking liked most with 36%, followed by milk tea (23%) & milk coffee (21%) Q Please rank the following in terms of your likeness: (n=354) Images associated with milk tea 49% 43% 32% 19% 17% 14% 12% 11% 9% 5% Delicious Relax For youth Refresh Fun Fat Good quality Good for Bad for healthy health 4% 2% 1% 3% For kids Authentic For adult Bad taste None of above When talking about milk tea, delicious, relax & for youth are the images used visualization most with 30% above Q What are the images that comes up on your mind when you hear "milk tea"? (n=354) Reasons for giving up - Hanoi 28% 28% 25% 25% 13% 12% 12% 11% 10% 8% 8% 7% 6% 6% 4% 3% 2% Bad location, bad taste are the main reasons make Hanoi people give up the shops, followed by bad price & bad quality Q What are the reasons make you don't come these milk tea shops any more? (n=120) Shops in Ho Chi Minh Milk tea shops popularity in Ho Chi Minh Used before Use the most 40% 31% 31% 33% 27% 22% 18% 14% 13% 11% 9% 8% 9% 4% 17% 11% 7% 3% 3% 12% 8% 7% 7% 4% 2% 2% 2% 2% 1% 1% 1% 1% 1% 3% 6% 2% In HCM, Hot & Cold is the shop visited most with 22%, followed by Hoa Huong Duong (14%) and Phuc Long (13%) Q Which chain milk tea shops have you been to? Which chain milk tea shop you go to the best? (n=162) Shop evaluation – Ho Chi Minh 10.0 9.0 8.0 7.0 6.0 5.0 4.0 Conve Good Parking A Seat Good Good Good Good Cleann Friendl Good Atmost nient Good locatio availabi variety availabi for shop Brand price quality ess y staff Wifi phere for take taste n lity menu lity options interior a way Less Fast Countr noise service y origin Hot & Cold (n=30) 7.4 8.3 8.5 8.2 8.1 8.0 7.6 8.7 8.3 8.2 8.0 8.1 7.8 8.3 8.8 8.0 8.0 7.8 Hoa Hướng Dương (n=19) 8.5 8.9 8.8 8.8 8.5 8.2 8.3 8.8 8.9 8.7 8.8 8.1 8.4 9.2 9.1 8.6 8.5 8.5 Phúc Long (n=17) 7.3 8.5 8.5 7.9 8.0 8.1 6.8 7.9 7.5 8.3 9.1 7.1 8.0 9.2 9.1 8.8 8.1 8.5 Phuc Long is evaluated highest at brand, good taste & convenient for take a way Hoa Huong Duong is also evaluated high at brand & good taste Q Please evaluate the followings for milk tea shop you come usually most from to 10 Stores that they used to go (but not now) - Ho Chi Minh 40% 33% 31% 31% 27% 18% 15% 25% 18% 11% 11% 11% 12% 8% 17% 11% 6% 6% 9% 5% 7% 4% 8% 4% 4% 4% 7% 4% 7% 3% 3% 2% 2% 2% 1% 2% 1% 1% 6% 1% Hoa Huong Duong, Phuc Long are the shops given up most, followed by Gong Cha, Tien Huong, Hot & Cold in HCM Q Which chain milk tea shops did you come before, but without any more? (n=162) Reasons for giving up - Ho Chi Minh 37% 34% 20% 15% 13% 13% 12% 12% 11% 10% 9% 9% 8% 8% 6% 4% Bad price, bad location & bad quality are the main reasons make HCM people give up the shops Q What are the reasons make you don't come these milk tea shops any more? (n=122) 3% Shop evaluation – City 10.0 9.0 8.0 7.0 6.0 5.0 4.0 Good price Conveni Parking A Seat Good Good Good Cleanes Good Friendly Good Atomost ent for availabil variety availabil for shop quality s location staff Wifi phere take a ity menu ity options interior way Brand Good taste Less noise Fast Country service origin Total 7.6 8.4 8.6 8.4 8.4 7.9 7.6 8.5 8.2 8.4 8.8 7.9 8.1 8.6 8.9 8.0 8.3 8.5 Hanoi 7.4 8.1 8.5 8.5 8.3 7.9 7.5 8.3 8.1 8.4 8.9 8.0 8.0 8.4 8.7 7.9 8.3 8.6 Ho Chi Minh 7.7 8.6 8.7 8.3 8.5 8.0 7.6 8.7 8.2 8.4 8.7 7.9 8.3 8.8 9.0 8.1 8.3 8.4 Good taste, convenient for take a way are the factors evaluated at both cities for the shops Q Please evaluate the followings for milk tea shop you come usually most from to 10 (n=269) Reasons for giving up - City 31% 31% 23% 20% 13% 13% 10% 10% 10% 10% 9% 9% 7% 7% 6% Bad price, bad location & bad quality are the main reasons make people give up the shops Q What are the reasons make you don't come these milk tea shops any more? (n=242) 5% 2% AUDIENCE PROFILE Respondent profile (N=354) Gender 30-39, 32% Female, 50% City Age 15-22, 31% Ho Chi Minh, 50% Male, 50% 23-29, 36% Hanoi, 50% Q&Me – About Online Market Research Services Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality 1/3 of the competitor pricing Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection Our Advantage: Direct Panel Management Our strength is 16-39 years old and urban areas This is where most biz customers would like to research 180,000 members as of Nov, 2016 Gender Age City 31% 19% 22% 18% 44% 47% 14% 18% 56% 7% 0% 1% 3% 3% 3% 3% 4% 1% Male Female 6% HCM Hanoi Can Tho Hai Phong Dong Nhai Others Da Nang Our Advantage: Direct Panel Management Our strength is 16-39 years old and urban areas This is where most biz customers would like to research 180,000 members as of Nov, 2016 Household income Married Status Others, 3%