越南零售市场理解（英）-尼尔森

© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.Understanding Vietnam Retail Market© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.VietnamEconomy Update© 2024 Nielsen Consumer LLC. All Rights Reserved.© 2024 Nielsen Consumer LLC. All Rights Reserved.Vietnam’s economy outpaces the growth of APAC & South East Asia❑ APAC, South East Asia & Vietnam – Real GDP Growth2.92.68.55.17.15.2-0.87.24.35.14.53.9-3.53.45.84.14.84.1202020212022202320242025 (F)VietnamAPACSoutheast AsiaSource: IMF | IMF’s Real GDP explanation | World Economic Leauge Table 2024GDP: Gross Domestic ProductFueled by Servcies and Industrial & Construction3.83.33.78.26.87.4202320242023202420232024Agriculture,Forestry &FisheryIndustrial &ConstructionServicesGDP growth by Sectors12%38%42%%Contribution to 2024 GDP by SectorsSustainable & Golden population101 million#3 in SEACAGR 2019-24: 0.99% vs 0.76% of total SEATotal Pop99,2 male per 100 female Balance genderGolden RatioAge 15 – 64 accounts for 65% of total Vietnam is forecast to become the 2nd largest economy in Southeast Asia after Indonesia and the 21th largest economy in the world by 2038.by Centre for Economics and Business Research (CEBR) – World Economic Leauge Table 2024An attractive market for FDI14.5 15.8 17.5 19.1 20.4 20.0 19.7 22.4 23.2 25.4 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024Implement Capital (bil.USD)#1 Singapore#2 South Korea#3 Japan#4 ChinaTop 5 investor in 2024© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.VietnamRetail Landscape© 2023 Nielsen Consumer LLC. All Rights Reserved.© 2023 Nielsen Consumer LLC. All Rights Reserved.53 THINGS TO UNDERSTAND VIETNAM RETAIL LANDSCAPE[1] CHANNEL LANDSCAPE[2] REGION DYNAMICS[3] HALLYU IN VIETNAM© 2023 Nielsen Consumer LLC. All Rights Reserved.[1] Channel LandscapeHow is market structured by channels?6© 2023 Nielsen Consumer LLC. All Rights Reserved.7Overview on Channel prospects© 2025 Nielsen Consumer LLC, All Rights Reserved,© 2025 Nielsen Consumer LLC, All Rights Reserved,8A look back on 5 years of changes of Retail trends and Consumer behaviors2021Interrupted by pandemic2022Inflation2024Volume recovery2025 New normal2023Crisis in living cost-7.7-3.811.71.10.6-0.25.8-2.41.2-7.1-4.017.51.12.3-10-505101520FY20FY21FY22FY23FY24Price changeVolume Growth (Weighted Value)Nominal Value Growth❑VN in.SR – FMCG – Value % Growth vs. YA by Volume & Price© 2023 Nielsen Consumer LLC. All Rights Reserved.While Beer, Beverage & Cigarette is skewed toward TT channel, consumers prefer to MT for essential products, with higher contribution for Homebody categories (Foods/ Milk-bases, HPC).22.1 19.4 12.4 14.8 10.5 7.7 5.9 7.2 0%10%20%30%40%50%60%70%80%90%Last 12MsPERSONAL CAREHOME CAREIMPULSE FOODSTAPLE FOODMILK BASESCIGARETTEBEVERAGEBEERTotal VN – FMCG dynamics – Value % Contribution & GrowthSource: NIQ Retail Audit data ending Mar’25