Khảo sát thị trường Trà sữa tại Việt Nam

Milk tea (bubble tea) demand in Vietnam
Q&Me is online market research provided by Asia Plus Inc.

Asia Plus Inc.


Overview

This survey was conducted in order to find
out the milk tea drinking behavior & brands
evaluation of the popular milk tea shops.
The survey was conducted to over 350 male
and female 15 – 39 years old living in HCM
and Hanoi.


Milk tea recognition
Total

By profile
31%

22%

9%

12%
34%

32%

40%

No, 27%

69%

78%

91%

88%
66%

68%

Female 15-22

23-29

60%

Yes, 73%
Male

Yes

30-39

Hanoi

No

73% recognizes the milk tea, the ratio is higher at elders (88%) & HCM (91%).
Q. Do you know milk tea? (n=737)

Ho Chi
Minh


When they are aware of milk tea
47%

21%

5%

Less than one
month

3%

2%

1%

2%

1-3 months

3-6 months

6-9 months

9-12 months

67% knows about milk tea more than one year.
Q. When was the first time that you knew about milk tea? (n=354)

10%

10%

1-2 years

2-3 years

More than 3
years

Don't
remember


Information source
39%

38%
29%

27%

19%
13%

11%

8%

6%

3%

1%

3%

There is
Don't
store
Friends/
I see
Advertise Available
know/
Friends
Advertise
Advertise At fair/
relatives
s on at place I
near my everyone On the
share/
s on the

s on the events/ Others
don't
place/
street
bought it
around
social
usually
remembe
introduce
streets
websites exhibition
for me
websites
eat
studying/ drink it
r
working
Top of mind

39%

38%

29%

27%

19%

13%

11%

8%

6%

3%

1%

3%

Friends are the main channel in awareness about milk tea, followed by the stores near my place/
studying/working & see everyone around drink it.
Q. How did you know it? (n=354)


If they have taken milk tea before
Total

By profile
10%

9%

5%

11%

11%

11%

8%

90%

91%

95%

89%

89%

89%

92%

Female 15-22

23-29

30-39

Hanoi

Ho Chi

Minh

No, 9%

Yes, 91%

Male

Yes

91% drinks milk tea, the ratio is higher at youngsters with 95%.
Q. Do you drink milk tea? (n=354)

No


Drinking frequency
Total

5%

7%

28%
19%

10%
13%

18%

Male

Female 15-22

23-29

30-39

Hanoi

Ho Chi
Minh

Less often

29%

27%

19%

26%

39%

34%

22%

Once a month

12%

7%

10%

10%

10%

10%

9%

Every day/almost every day

4-5 times/week

Once/2-3 weeks

12%

14%

13%

18%

7%

11%

15%

2-3 times/week

One a week

One a week

19%

17%

19%

18%

18%

15%

21%

2-3 times/week

14%

24%

20%

18%

19%

21%

17%

4-5 times/week

8%

7%

12%

5%

5%

4%

10%

Everyday/almost every day

6%

3%

7%

4%

3%

4%

5%

Once/2-3 weeks

Once a month

Less often

About 50% drinks milk tea at least once a week, the number is higher at youngsters with 60%.
Q. How often do you drink milk tea? (n=321)


Occasions for drinking milk tea

Total

Male

Female

15-22

23-29

30-39

Hanoi

Ho Chi Minh

Hang out with friends

54%

53%

54%

63%

50%

48%

52%

56%

Feeling like drinking

40%

24%

56%

31%

41%

47%

32%

48%

Relax after working

32%

26%

39%

19%

39%

38%

28%

36%

Friend gathering

28%

25%

32%

40%

27%

18%

26%

31%

Hang out witth boy friend/girl friend

24%

26%

21%

29%

32%

9%

18%

30%

Relax after studying

16%

11%

20%

33%

10%

4%

15%

16%

Birthday

12%

9%

16%

22%

11%

4%

13%

11%

Relax after sport activity

8%

10%

6%

10%

9%

6%

8%

8%

Others

3%

3%

3%

3%

3%

4%

4%

2%

Hang out with friends, feeling like drinking or relax after working are the main occasions people
usually drink milk tea most.
Q. What are the occasions that you drink milk tea? (n=321)


Favorite soft drink

Total

Male

Female

15-22

23-29

30-39

Hanoi

Ho Chi Minh

Smoothies

36%

19%

53%

33%

35%

39%

37%

35%

Milk tea

23%

19%

27%

35%

16%

19%

25%

21%

Vietnamese coffee (with milk)

21%

32%

11%

14%

29%

20%

19%

24%

Vietnamese coffee (Black)

10%

18%

2%

7%

10%

12%

9%

11%

Soft drinks/ bottle drinks

5%

6%

3%

7%

2%

4%

4%

5%

Coffee Cappuccino

4%

5%

3%

3%

5%

4%

6%

2%

Coffee Latte

1%

2%

1%

0%

3%

1%

1%

2%

Smoothies is the type of drinking liked most with 36%, followed by milk tea (23%) & milk coffee (21%).
Q. Please rank the following in terms of your likeness: (n=354)


Images associated with milk tea
49%
43%

32%

19%

17%

14%

12%

11%

9%
5%

Delicious

Relax

For youth Refresh

Fun

Fat

Good
quality

Good for Bad for
healthy health

4%

2%

1%

3%

For kids Authentic For adult Bad taste None of
above

When talking about milk tea, delicious, relax & for youth are the images used visualization most with
30% above.
Q. What are the images that comes up on your mind when you hear "milk tea"? (n=354)


Milk tea shops in Vietnam
Established
year

Total

Hanoi

Ho Chi Minh

Others

Before 2010

89

61

2

26

Toco Toco

2013

61

32

4

25

Gong Cha

2006

15

2

10

3

Phuc Long

2013

16

0

15

1

Hot & Cold

2012

31

1

24

6

Hoa Huong Duong

2006

18

0

16

2

Tien Huong

2014

47

4

33

10

Bobapop

2012

49

15

28

6

Ding Tea

First milk tea shops opening


Shops in Hanoi


Milk tea shops popularity in Hanoi
Used before

Use the most

53%
49%
35%
18%
16%
12% 10% 10%
11%
9% 8%
8%
6%
6%
4%
4%
4% 4%

3%
2%
2%
1%
1% 1%
1%
1%
3%
1% 1% 1%
4%

15%
3%

2%

6%4%

In Hanoi, Ding Tea is the shop visited most with 49%, followed by Toco Toco (16%) and Gong Cha
(9%).
Q. Which chain milk tea shops have you been to? Which chain milk tea shop do you go to the best? (n=159)


Shop evaluation – Hanoi
10.0

9.0

8.0

7.0

6.0

5.0

4.0

Good
price

Conven
Parking
A
Seat
Good Good
Good Cleann Good Friendly Good
Atmost ient for
availabil variety availabil
for
shop Brand
quality
ess location staff
Wifi
phere take a
ity
menu
ity
options interior
way

Good
taste

Less
Fast Country
noise service origin

Ding Tea (n=66)

7.1

8.2

8.4

8.5

8.3

7.5

7.2

8.2

7.8

8.4

8.7

7.8

8.0

8.4

8.5

7.9

8.1

8.4

Toco Toco (n=21)

7.2

8.5

8.9

8.5

8.7

8.4

8.0

8.6

9.2

9.0

9.5

8.3

8.3

8.6

8.8

8.2

8.8

8.9

Gong Cha (n=12)

7.7

7.5

9.3

9.7

9.0

8.6

8.3

8.8

7.8

8.4

8.3

8.9

8.2

8.8

8.8

7.7

8.1

9.4

Gong Cha is evaluated highest at good location, cleanness & country origin, while Toco Toco is
evaluated high at convenient for take a way, seat availability & atmosphere.
Q. Please evaluate the followings for milk tea shop you come usually most from 0 to 10.


Stores that they used to go (but not now) - Hanoi
Used before

Don't use anymore

53%

35%
25%
18%
14% 13%
11%
8%

11%
9%
6%7% 6%

15%
12%
10%
10%
8%

6%
6%6%
6%
5%
4%
4%
4%
3%
3% 2%3% 3%3% 2%3% 4%
3%
2%
2%
2%
4%

Although the visiting ratio are very high, but the giving up ratio are not really high with Ding Tea &
Toco Toco.
Q. Which chain milk tea shops did you come before, but without any more? (n=159)


Reasons for giving up - Hanoi
28%

28%

25%

25%

13%

12%

12%

11%

10%

8%

8%

7%

6%

6%

4%

3%

2%

Bad location, bad taste are the main reasons make Hanoi people give up the shops, followed by bad
price & bad quality.
Q. What are the reasons make you don't come these milk tea shops any more? (n=120)

Shops in Ho Chi Minh


Milk tea shops popularity in Ho Chi Minh
Used before

Use the most

40%
31% 31%

33%
27%

22%

18%
14% 13%

11%

9%

8% 9%
4%

17%
11%

7%

3%
3%

12%

8%
7%
7%
4%
2%
2%
2%
2%
1%
1% 1%
1%

1%

3%

6%
2%

In HCM, Hot & Cold is the shop visited most with 22%, followed by Hoa Huong Duong (14%) and
Phuc Long (13%).
Q. Which chain milk tea shops have you been to? Which chain milk tea shop do you go to the best? (n=162)


Shop evaluation – Ho Chi Minh

10.0

9.0

8.0

7.0

6.0

5.0

4.0

Conve
Good
Parking A
Seat
Good Good
Good Good Cleann
Friendl Good
Atmost nient
Good
locatio
availabi variety availabi
for
shop Brand
price quality ess
y staff Wifi
phere for take

taste
n
lity
menu
lity
options interior
a way

Less Fast Countr
noise service y origin

Hot & Cold (n=30)

7.4

8.3

8.5

8.2

8.1

8.0

7.6

8.7

8.3

8.2

8.0

8.1

7.8

8.3

8.8

8.0

8.0

7.8

Hoa Hướng Dương (n=19)

8.5

8.9

8.8

8.8

8.5

8.2

8.3

8.8

8.9

8.7

8.8

8.1

8.4

9.2

9.1

8.6

8.5

8.5

Phúc Long (n=17)

7.3

8.5

8.5

7.9

8.0

8.1

6.8

7.9

7.5

8.3

9.1

7.1

8.0

9.2

9.1

8.8

8.1

8.5

Phuc Long is evaluated highest at brand, good taste & convenient for take a way. Hoa Huong Duong
is also evaluated high at brand & good taste.
Q. Please evaluate the followings for milk tea shop you come usually most from 0 to 10.


Stores that they used to go (but not now) - Ho Chi Minh
40%
33%

31% 31%
27%
18%

15%

25%
18%

11% 11% 11% 12%
8%

17%
11%

6%

6%

9%
5%

7%
4%

8%
4%
4%

4%

7%
4%

7%
3%
3%

2% 2%
2% 1%
2% 1% 1%

6%
1%

Hoa Huong Duong, Phuc Long are the shops given up most, followed by Gong Cha, Tien Huong, Hot

& Cold in HCM.
Q. Which chain milk tea shops did you come before, but without any more? (n=162)


Reasons for giving up - Ho Chi Minh
37%

34%

20%
15%

13%

13%

12%

12%

11%

10%

9%

9%

8%

8%

6%

4%

Bad price, bad location & bad quality are the main reasons make HCM people give up the shops.
Q. What are the reasons make you don't come these milk tea shops any more? (n=122)

3%


Shop evaluation – City
10.0

9.0

8.0

7.0

6.0

5.0

4.0

Good
price

Conveni
Parking
A
Seat
Good Good
Good Cleanes Good Friendly Good
Atomost ent for
availabil variety availabil
for
shop
quality
s
location staff
Wifi
phere take a
ity
menu
ity
options interior
way

Brand

Good
taste

Less
noise

Fast Country

service origin

Total

7.6

8.4

8.6

8.4

8.4

7.9

7.6

8.5

8.2

8.4

8.8

7.9

8.1

8.6

8.9

8.0

8.3

8.5

Hanoi

7.4

8.1

8.5

8.5

8.3

7.9

7.5

8.3

8.1

8.4

8.9

8.0

8.0

8.4

8.7

7.9

8.3

8.6

Ho Chi Minh

7.7

8.6

8.7

8.3

8.5

8.0

7.6

8.7

8.2

8.4

8.7

7.9

8.3

8.8

9.0

8.1

8.3

8.4

Good taste, convenient for take a way are the factors evaluated at both cities for the shops.
Q. Please evaluate the followings for milk tea shop you come usually most from 0 to 10. (n=269)

Reasons for giving up - City
31%

31%
23%

20%
13%

13%

10%

10%

10%

10%

9%

9%

7%

7%

6%

Bad price, bad location & bad quality are the main reasons make people give up the shops.

Q. What are the reasons make you don't come these milk tea shops any more? (n=242)

5%

2%


AUDIENCE PROFILE


Respondent profile (N=354)
Gender

30-39, 32%
Female, 50%

City

Age

15-22, 31%
Ho Chi Minh,
50%

Male, 50%

23-29, 36%

Hanoi, 50%