FMCG Monitor September 2019
Key market highlights in September 2019 issues:
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 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.
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.
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
- Emotion over function
- A master brand is more powerful than a single brand
- Omnichannel distribution: street shops, wet market, H&S, mini-stores, online
- Stock up at least 2-3 months before Tet
- Manufacturers’ all-brands gift basket
- Eye-catching or premium gift packaging
- 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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