Regional Food Purchasers in Vietnam

CONSUMERS & BRANDS

Target Group: Regional food
purchasers in Vietnam

December 2022

Global Consumer Survey Target Group Report

Introduction

Report overview Global Consumer Survey methodology (1)
Design: Online Survey, split questionnaire design
This report analyses consumers that answered
’’Regional products’’ to the multi-pick question ’’Out of Duration: approx. 15 minutes
the following, which are the most important aspects
when choosing your food?’’. Language: official language(s) of each country with
American English offered as an alternative
The report offers the reader a comprehensive
overview of regional food purchasers in Vietnam: who Region: 56 countries
they are; what they like; what they think; and how to
reach them. It provides insights on their Number of respondents:
demographics, lifestyle, opinions, and marketing • 12,000+ for countries with the extended survey
touchpoints. Additionally, the report allows the reader • 2,000+ for the basic survey
to benchmark regional food purchasers in Vietnam
(’’target group’’) against the average Vietnamese Sample: Internet users, aged 18 – 64, quotas set on
onliner, labelled as ’’all respondents’’ in the charts. gender and age

The report is updated regularly and is based on data Fieldwork:
from the Statista Global Consumer Survey. • Continuous from January to December
• Countries that receive the extended survey are

updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design
Sources: Statista Global Consumer Survey as of December 2022

Regional food purchasers in Vietnam

Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

39% of regional food purchasers are An honest and respectable life has less 29% of regional food purchasers state Regional food purchasers access the
between the ages 30 and 39. importance to regional food purchasers that they are on a restricted diet for internet via a regular laptop more often
than to the average onliner. health reasons. than the average onliner.
50% of regional food purchasers are
male. Fashion and beauty are relatively A relatively high share of regional food On social media, regional food
prevalent interests of regional food purchasers think that housing is an purchasers interact with companies
There are regional food purchasers purchasers. issue that needs to be addressed. more often than the average onliner.
throughout all income brackets.
Regional food purchasers are more Many regional food purchasers have Regional food purchasers remember
30% of regional food purchasers live in likely to have gardening and plants as a centrist political views. seeing ads in printed daily newspapers
a megacity with over 5 million hobby than the average onliner. more often than the average onliner.
inhabitants.
Regional food purchasers remember
seeing ads on websites and apps of
brands and products more often than
the average onliner.

3

Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 01

Demographic profile

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

39% of regional food purchasers are between the ages 30 and 39

Demographic profile: life stages

Age of consumers in Vietnam

Target group 29% 39% 15% 18%

All respondents 30% 32% 20% 18%

18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years

5 Notes: ’’How old are you?’’; Single Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

50% of regional food purchasers are male

Demographic profile: gender

Gender of consumers in Vietnam

Target group 50% 50%

All respondents 52% 48%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

65% of regional food purchasers have a college degree

Demographic profile: education

Consumer’s level of education in Vietnam

62%
59%

9% 14% 14%
6% 11% 11%

2% 2% Secondary Further Technical / Bachelor degree 3% 3% 0% 0%
education education vocational or equivalent
No formal (permission to education Master degree Doctoral degree
education / go to university) or equivalent or equivalent
primary school

Target group All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all
respondents

Sources: Statista Global Consumer Survey as of December 2022

There are regional food purchasers throughout all income brackets

Demographic profile: income

Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income

Target group 32% 35% 33%

All respondents 34% 35% 32%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Out of the following, which are the most important aspects when
choosing your food?; Multi Pick; Base: n=178 regional food purchasers, n=1796 all respondents

Sources: Statista Global Consumer Survey as of December 2022

Many regional food purchasers live in a household of partners and children

Demographic profile: household classification

Type of households in which consumers in Vietnam live​

50%
46%

18% 18% 19% 19%

3% 10% 3% 2% 2% 2%
1% 7%
Single household Single parent Partners Multi- Two or more Other
Couple household and children generational related adults household types
household
family

Target group All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick;
Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

30% of regional food purchasers live in a megacity with over 5 million
inhabitants

Demographic profile: type of community

Communities where consumers live in Vietnam

36% 30%
29% 24%

25%

23%

6% 4% 5% 7% 7%
4%
Small town Medium-sized town Large city City with over 1 Megacity with over 5
Rural community Target group All respondents million inhabitants million inhabitants

10 Notes: ’’In what type of community do you live?’’; Single Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 02

Consumer lifestyle

• Life values
• Main interests
• Hobbies & leisure activities

An honest and respectable life has less importance to regional food purchasers
than to the average onliner

Consumer lifestyle: life values

Most important aspects of life for consumers in Vietnam

47% 44%
43% 41%

34% 36%

30% 28% 29% 29% 26% 25% 26% 26% 29% 30%
25% 24%

15% 13%

To be Having a Making A happy Learning Advancing Social Safety and An honest Traditions
my own relationship new things my career justice security and
successful good time decisions
respectable
life

Target group All respondents

12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base:
n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

Fashion and beauty are relatively prevalent interests of regional food purchasers

Consumer lifestyle: main interests

Top 10 interests of regional food purchasers in Vietnam

50% 48% 47% 44% 44% 40% 40% 38%
31% 42% 38% 32% 35% 25% 33% 32%

37% 36%
26% 21%

Fashion Food & Health & Finance & Science & Politics & Travel Movies, Career & Home &
& beauty dining fitness economy technology society TV shows education garden
& music
and current
world
events

Target group All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

Regional food purchasers are more likely to have gardening and plants as a
hobby than the average onliner

Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of regional food purchasers in Vietnam

45% 43% 38% 37% 36% 35% 35% 34%
33% 34% 36% 31% 34% 27% 28% 21%

31% 29%
22% 19%

Cooking Doing Traveling Tech & Video Reading Outdoor Gardening Socializing Meditation
& baking sports computers gaming activities
and fitness and plants & wellness

Target group All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 03

Consumer attitudes

• Attitudes towards food
• Challenges facing the country
• Politics

15

29% of regional food purchasers state that they are on a restricted diet for
health reasons

Consumer attitudes: attitudes towards food

Agreement with statements in Vietnam 35%
65% 61% 26%

44%
39%

29% 16%
19% 11%

I actively try I avoid artificial flavors I try to eat less meat I am on a restricted I have one or more
to eat healthy and preservatives diet for health reasons food intolerances

Target group All respondents

16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=1049 all respondents
Sources: Statista Global Consumer Survey as of December 2022

A relatively high share of regional food purchasers think that housing is an issue
that needs to be addressed

Consumer attitudes: challenges facing the country

The 10 most important issues facing Vietnam according to regional food purchasers

46% 42% 42% 40% 39%
38% 31% 33% 30% 33%

35% 34% 32% 32% 27%
29% 24% 18% 24% 20%

Environ- Economic Health Climate Education Rising prices Food and Housing Unemploy- Civil rights
ment situation and social change / inflation / water ment
cost of living security
security

Target group All respondents

17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi
Pick; Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

Many regional food purchasers have centrist political views

Consumer attitudes: politics

Political attitudes of consumers in Vietnam

Target group 12% 49% 34% 5%

All respondents 11% 47% 33% 9%

Left Center Right Prefer not to answer

18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Out of the following, which are the most
important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 04

Marketing touchpoints

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Regional food purchasers remember seeing ads on websites and apps of
brands and products more often than the average onliner

Marketing touchpoints: digital advertising touchpoints

Top 10 places where regional food purchasers in Vietnam have come across digital advertising in the past 4 weeks

49% 46% 41%
44% 40% 32%

40% 38% 38% 36% 34% 34% 34%
29% 32% 30% 29% 26% 28% 24%

Video Social Other apps Websites Search Video Online Editorial Video Newsletters
portals media and apps engines games stores websites streaming
of brands and apps services

Target group All respondents

20 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Out of the following, which are the most important aspects when choosing your food?; Multi Pick; Base: n=198 regional food purchasers,
n= 2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022