FMCG Monitor September 2019

Key market highlights in September 2019 issues:

Key Indicators

Vietnam’s CPI in the first seven months of 2019 remains low, compared to the same period last year. The retail sales of consumer goods maintain its momentum with double-digit growth.

FMCG Growth

FMCG market speeds up thanks to the strong increase of volume consumption in both Urban and Rural areas. In short term, Rural market seems to get its momentum back and is growing faster than Urban market (4 cities).

Personal Care performs strongly, leading the FMCG growth in both Urban and Rural, driven by the increase in volume consumption. Beverages show a stagnancy in Urban 4 cities but still manage to post a healthy growth in Rural areas.

Hot Category

Among the fastest growing categories, Oyster Sauce and Functional Drinking Yogurt are performing well in Urban 4 cities and Rural respectively. While Oyster Sauce gains a significant number of new buyers in Urban areas, Functional Drinking Yogurt has expanded its reach in Rural. There is room for these two categories to further develop in terms of both consumer base and volume consumption.

Retail Landscape

Positive growth continues to be recorded across almost all channels in Urban 4 cities. Modern trade has not only made good progress in Urban areas, more interestingly, big modern retail formats are gaining more ground in Rural areas, thanks to the increased shopping frequency and bigger trip size.

Spotlight of the month – Be prepared to rise up with the next wave of spending in Tet

Engagement

• Emotion over function
• A master brand is more powerful than a single brand

Availability

• Omnichannel distribution: street shops, wet market, H&S, mini-stores, online
• Stock up at least 2-3 months before Tet

Gifting

• Manufacturers’ all-brands gift basket
• Eye-catching or premium gift packaging

Lower-tier areas

• Constant communication & attractive promotions
• Appealing activations & strong distribution in traditional channels: street shops, wet market

Urban 4 cities include Ho Chi Minh, Ha Noi, Da Nang and Can Tho.

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