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FMCG Monitor

FMCG Monitor November 2013



FMCG market in both urban and rural is struggling hard to sustain growth in November

FMCG market in both urban and rural is struggling hard to sustain growth in November

FMCG Monitor is a monthly report published by Kantar Worldpanel, with the goal to provide a brief overview of Vietnam FMCG market and its evolution across sectors and channels as well as the most updated highlights.

Each FMCG Monitor will take you through market updates on:

  • Key economic indicators
  • FMCG growth movements (total & by sectors)
  • Hot categories
  • Retailer snapshot
  • Spotlight on Vietnam


A struggle to sustain growth

Positive trends continue to warm up Vietnam economy in November. Inflation is under control as the Consumer Price Index posts the year-low growth rates for three consecutive months. Still, it is a long way before the current slow-down bottoms out in the long run.

Though FMCG consumption picks up slightly in recent months thanks to stabilized economic situation, market in both urban and rural is struggling hard to sustain growth in November. In urban, the total FMCG market maintains a value growth at 11%. Rural market witnesses a growth slip from 14% in October down to 12% in November. Nonetheless, consumer demand is expected to heat up soon as Tet season is coming, especially in Tet’s categories such as Confectionary, Soft Drinks, Cooking Additives, etc. All key channels in urban including Street Shops, Wet Market and Modern Trade are suffering from moderate growth. In rural, Wet Market remains stagnant while Street Shop is expanding fast.

Over the review period, Ketchup in urban has excellently earned a 52% increase in volume compared with the same period last year, by attaining 57,000 new buyers and achieving 18% growth in average volume consumption. In Rural, Table Napkin is the most outstanding category with 43% uplift in volume consumption.


It’s anyone’s guess as why a man wants to take care of his appearance. A recent Kantar Worldpanel survey on 5,300 Asian men across eight countries has partly solved the puzzle - it's not about women. The No.1 reason they cited was "just to feel better," followed by "important at job" and "it's an indicator of status." The top concern of Asian man echoes another proverb: "Illness comes in by mouth, disaster comes out from mouth" - 35% of respondents said their top concern is "bad breath/teeth colour." The other top concerns are acne (31%), sweat in excess (23%), over-weight (20%) and oily skin (19%). When asked about grooming products they're using, blades & razors (92%) were joined by shampoo (91%) as the distant leaders of most used item, followed by bar soap (72%), facial cleansing (56%) and shower gel (55%).

“In Vietnam, “For Men” segment is growing fast at 29% and will continue to expand strongly in the years to come as men start to place a greater importance on grooming. Today, 4 out of every 5 Vietnamese men in urban agree that they are conscious about their appearance!” – commented David Anjoubault, General Manager at Kantar Worldpanel Vietnam.

 Kantar Worldpanel has talked to 5,300 men across Vietnam and 7 other Asian markets and conducted the most exhaustive study about male grooming trends – the Men Revolution Asia 2013. The study covers three key areas including: Grooming Routine, Grooming & Booming and My Network, thereby producing a full understanding about male grooming habits and purchase pattern. To learn more about Men Revolution 2013 in Vietnam and Asia, kindly contact us at

Follow links on the right side of this page to download full reports and press releases in both English and Vietnamese

Get in touch

Mr. David Anjoubault
General Manager - Kantar Worldpanel Vietnam



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