FMCG Monitor May 2016
Urban market is getting its momentum back while rural growth is likely to struggle
Key market highlights in May 2016 issues:
CPI continues going up due to the increase of oil & gas price.
In long term, urban market performs quite positively yet rural growth rate is still lower than before.
In short term, urban market is getting its momentum back while rural market is likely to struggle to growth.
FMCG Growth by Sector
Dairy & Beverages lead the growth while Personal Care and Home Care suffer volume decline especially in rural.
Medium-sized and small street shops are key channels in urban and rural respectively.
David Anjoubault – General Manager of Kantar Worldpanel Vietnam comments: “Latest trends show that the FMCG market gains some momentum in Urban but is sluggish in Rural Vietnam, mainly held back by non-food categories and potentially impacted by the current uncertainty of socio-economic situation. Within this context some healthy/ convenient categories like bottled water and drinking yogurt post double digit growth, while indulgent categories like biscuits and sweetened condensed milk also enjoy strong growth by attracting more new buyers in the first 5 months in 2016."
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