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Tet 2018: The season of giving

10/04/2018

Key highlights in Tet 2018:

Tet 2018 is estimated to hit over 45 trillion dong for the total country, which is nearly 1% of Vietnam's 2017 GDP. This Tet is on par with Tet 2017 in Urban 4 cities and reaches a new high in Rural.

In Urban 4 cities, the peak shopping time is 2 weeks before the first day of the New Year, whereas in Rural, it is only 1 week.

Gifting remains an important tradition and is also the key driver of Tet growth thanks to the uplift in gifting value. Rural's gifting value is now almost the same as that of Urban 4 cities.

Tet shopping behaviors                                                                                                                  

  • UP-TRADING in terms of both product and channel choices. Shopping basket becomes more premium
  •  UP-SIZING vs. normal month
  • Tet basket repertoire is diverse for Hyper & Supermarkets, while Ministores skew to Food & Beverage, and Online shopping favors Personal Care

*Follow links on the right side of this page to download full reports in both English and Vietnamese.
Tet 2018 is estimated to reach ~1% of total country’s 2017 GDP (over 45 trillion VND)

Tet 2018 is estimated to reach ~1% of total country’s 2017 GDP (over 45 trillion VND)

Author

David Anjoubault

General Manager - Kantar Worldpanel Vietnam

 

+84-8 3930 6631

Contact the author

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