Report shampoo vietnam may 2014
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Shampoo Market
Tracking survey on 2014
Date: 11th June 2014
Table of content
A – Research Background
Page 3
B – Research Design
Page 4
C – Respondent profile
Page 5
D – Key findings
Page 6 - 9
E – Detail findings
Page 10 - 21
2
A. Research background
Following up with the data presented in Q4/2012, W&S conducted internal research for shampoo market in
Q1/2014 to track the data.
The survey is conducted focus on following points:
■Usage and Attitude
Frequency of washing hair, important factors for product choice, purchase places, frequency of purchasing shampoo, type of packaging
and volume.
■Brand awareness
Top-of-mind, total spontaneous and total awareness
3
B. Research design
Research Method
Online research
Fieldwork Period
May 2014
Research Area
Nationwide
Respondent Criteria
Male & Female aged 16 and over, main decision maker and buy for personal care products
Sample Size
470 samples
Number of Questions
7 Screening questions and 8 Main Questions
Survey Content
Screening
Frequency of washing hair, Living place, Age, Gender, Marital Status, Monthly Household
Income, Decision maker and buyer.
Main Study
Important factors for choosing shampoo, Purchase places & Reasons for choosing, Frequency
of buying shampoo, Amount of money paid for once buying, Type of packaging, Brand
awareness.
4
C. Respondent profile
■Gender
■Age
16 - 19 years old
5.1 4.7
20 - 29 years old
23.0
44.7
Male
Female
55.3
30 - 39 years old
67.2
40 years old and
above
■Current living city and province
■Monthly household income
19.4
41.7
47
Nothern
Lower income (~ 7
million VND)
41.5
Middle income (7 ~
Central
15 million VND)
Southern
Upper income (15
39.1
11.3
5
million VND ~)
D. Key findings
■Frequency of washing hair
Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more].
Male respondents are likely to wash hair more frequently than female ones. In fact, 97.6% males wash their hair [4 – 6 times per week
and more] while 53.5% females are [2 – 3 times per week and less than].
■Important factors for product choice
Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] stand out of important factors when
choosing a shampoo product with the mean of 4.37 and 4.31 respectively. The next one are [Healthy and strong hair] and [Hair
damage prevention] with respective mean of 4.24 and 4.19.
■Purchase places
[Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%.
Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products.
6
D. Key findings
■Frequency of purchasing shampoo
A few respondents purchase shampoo products [Regularly] (7.7%).
Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per 2 – 3 months].
■Purchase price
[50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products. The next one is
[100,001 – 150,000 VND] at 25.5%.
■Type of packaging and Volume
[301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchase the size of [Over 900 ml].
Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with
16.4%.
[Under 10 ml] gains the highest percentage for pack packaging at 65.3%.
For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9%.
7
D. Key findings
■Top-of-mind shampoo brands
[Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of
18.9% and 10.6%.
[Clear] is likely to have stronger awareness in male group with 51.0%.
■Total spontaneous
[Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by [Sunsilk].
[Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness.
■Total awareness
More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and
88.9% respectively.
[Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents.
8
E. Detail findings
1. Usage and Attitude
2. Brand awareness
9
Frequency of washing hair
Q. Please tell us how often you wash your hair? [SA]
Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more].
Male respondents are likely to wash hair more frequently than female ones. In fact, 97.6% males wash their hair [4 – 6 times per week and more] while
53.5% females are [2 – 3 times per week and less than].
60.0
48.7
40.0
30.4
14.7
20.0
6.0
0.2
0.0
n
More than
once a day
Percent
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
4-6 times
per week
Every day
Percent
2-3 times
per week
Percent
Once a week
Percent
Percent
4 - 6 times per
week and more
2 -3 times per
week and less
Percent
Percent
470
6.0
48.7
14.7
30.4
0.2
69.4
30.6
196
53
221
5.6
11.3
5
43.4
43.4
54.8
16.8
9.4
14
34.2
35.8
25.8
0
0
0.5
65.8
64.2
73.8
34.2
35.8
26.2
210
260
12.9
0.4
80.5
23.1
4.3
23.1
2.4
53.1
0
0.4
97.6
46.5
2.4
53.5
22
316
108
24
9.1
6.3
5.6
0
50
47.5
50.9
54.2
18.2
13.9
19.4
0
18.2
32.3
24.1
45.8
4.5
0
0
0
77.3
67.7
75.9
54.2
22.7
32.3
24.1
45.8
298
162
9
1
8.1
2.5
0
0
47
50
77.8
100
14.8
14.8
11.1
0
29.9
32.7
11.1
0
0.3
0
0
0
69.8
67.3
88.9
100
30.2
32.7
11.1
0.0
91
184
195
11
4.9
4.6
44
45.7
53.8
14.3
19
10.8
29.7
30.4
30.8
1.1
0
0
69.2
69.6
69.2
30.8
30.4
30.8
10
Important factors
Q. Please tell us what factors concerning you when choosing a shampoo product? [Matrix SA]
Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] stand out of important factors when choosing a
shampoo product with the mean of 4.37 and 4.31 respectively. The next one are [Healthy and strong hair] and [Hair damage prevention] with
respective mean of 4.24 and 4.19.
5.00
4.16
4.24
4.31
4.37
4.10
4.00
3.81
4.19
4.01
3.50
3.33
3.84
3.20
2.73
3.00
3.11
2.00
1.00
0.00
Percentage of 10% higher than the Total
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
Hair
Healthy
falling
and
preventio strong
n
n
hair
Mean
Mean
470
4.16
4.24
Clean
scalp
Removin
Good
g dirt
Not itchy
foaming
from hair
Mean
4.31
Mean
4.10
Mean
3.33
Mean
4.37
Hair
Internati
Recycled
Nice
damage Prestigio Famous
Reasona
onal
packagin packagin
preventio us brand brand
ble price
brand
g
g
n
Mean
Mean
Mean
Mean
Mean
Mean
Mean
Mean
3.81
4.19
4.01
3.50
3.20
3.84
2.73
3.11
Aroma
196
53
221
4.14
4.30
4.14
4.24
4.32
4.22
4.35
4.45
4.25
4.14
4.19
4.05
3.41
3.30
3.26
4.40
4.51
4.32
3.83
3.83
3.78
4.16
4.38
4.18
4.02
4.00
4.00
3.51
3.36
3.53
3.23
3.08
3.20
3.87
3.92
3.80
2.68
2.66
2.79
3.10
3.06
3.13
210
260
4.08
4.23
4.23
4.25
4.30
4.33
4.06
4.13
3.39
3.28
4.39
4.36
3.90
3.73
4.10
4.27
4.01
4.00
3.64
3.39
3.34
3.08
3.80
3.88
2.83
2.65
3.16
3.07
22
316
108
24
4.59
4.14
4.10
4.38
4.59
4.22
4.22
4.29
4.64
4.27
4.36
4.38
4.59
4.07
4.09
4.17
3.23
3.31
3.37
3.38
4.68
4.35
4.35
4.46
3.91
3.75
3.94
3.88
4.50
4.19
4.13
4.25
4.09
4.00
4.02
4.00
3.55
3.49
3.53
3.54
3.32
3.18
3.22
3.29
4.09
3.85
3.77
3.83
2.82
2.69
2.81
2.83
3.00
3.08
3.19
3.21
298
162
9
1
4.16
4.12
4.78
4.00
4.23
4.24
4.67
4.00
4.29
4.35
4.67
3.00
4.07
4.14
4.44
4.00
3.31
3.35
3.67
3.00
4.36
4.39
4.78
4.00
3.78
3.85
4.00
3.00
4.20
4.16
4.67
4.00
3.98
4.03
4.67
4.00
3.49
3.51
3.67
4.00
3.18
3.23
3.22
4.00
3.83
3.85
4.00
4.00
2.68
2.81
2.89
3.00
3.05
3.20
3.33
4.00
91
184
195
4.12
4.17
4.17
4.24
4.24
4.24
4.27
4.29
4.36
4.18
4.03
4.13
3.43
3.29
3.31
4.37
4.39
4.36
3.75
3.85
3.79
4.14
4.20
4.21
3.95
3.93
4.11
3.44
3.52
3.52
3.20
3.18
3.22
3.91
4.01
3.66
2.78
2.71
2.72
3.07
3.15
3.09
11
Purchase places
Q. Please tell us where you often buy shampoo product? [MA]
[Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%.
Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products.
100
86.2
80
57.7
60
43.4
33.8
40
23.8
20
4.5
2.8
5.7
Online
shopping
website
One-price
store
Hair salon
Others
Percent
Percent
Percent
Percent
0.4
0
n
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
Supermarket
Grocery
Hairspecialized
store
Commercial
center /
Shopping mall
Convenience
store
470
Percent
86.2
Percent
57.7
Percent
23.8
Percent
43.4
Percent
33.8
196
53
221
83.2
77.4
91.0
58.7
69.8
53.8
29.6
20.8
19.5
43.4
49.1
42.1
210
260
84.8
87.3
60.0
55.8
14.8
31.2
22
316
108
24
81.8
86.4
88.0
79.2
54.5
63.3
48.1
29.2
298
162
9
1
84.6
88.3
100.0
100.0
91
184
195
81.3
83.2
91.3
4.5
2.8
5.7
0.4
38.3
28.3
31.2
4.1
3.8
5.0
2.0
1.9
3.6
7.7
1.9
5.0
0.0
0.0
0.9
42.4
44.2
33.8
33.8
3.3
5.4
1.9
3.5
4.8
6.5
0.0
0.8
18.2
23.1
23.1
41.7
40.9
40.8
49.1
54.2
22.7
38.3
24.1
29.2
9.1
3.8
5.6
4.2
4.5
2.2
3.7
4.2
9.1
4.7
6.5
12.5
0.0
0.3
0.9
0.0
59.4
56.8
22.2
0.0
22.8
25.3
33.3
0.0
39.9
50.6
33.3
0.0
34.9
32.7
11.1
100.0
3.7
5.6
11.1
0.0
2.7
2.5
11.1
0.0
4.7
7.4
11.1
0.0
0.0
1.2
0.0
0.0
65.9
55.4
55.9
15.4
23.9
27.7
34.1
41.3
49.7
29.7
32.6
36.9
4.4
3.3
5.6
2.2
3.3
2.6
4.4
6.5
5.6
0.0
0.5
0.5
12
Frequency of purchasing shampoo
Q. Please tell us how often you re-purchase shampoo brand? [SA]
A few respondents purchase shampoo products [Regularly] (7.7%).
Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per 2 – 3 months].
60
39.6
35.5
40
20
10.6
3.2
4.5
More than
once a week
Once a week
6.6
0
n
Less than once
Once per 2 - 3
Once per 2 - 3
Regular
Once a month
per 3 months
weeks
months
(Code 1 ~ 2)
once a week
Normal
(Code 3 ~ 4)
Rarely
(Code 5 ~ 6)
Percentage of 10% higher than the Total
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
470
3.2
4.5
10.6
39.6
35.5
6.6
7.7
50.2
42.1
196
53
221
2.0
7.5
3.2
2.0
7.5
5.9
14.3
13.2
6.8
37.2
37.7
42.1
37.8
32.1
34.4
6.6
1.9
7.7
4.1
15.1
9.0
51.5
50.9
48.9
44.4
34.0
42.1
210
260
4.8
1.9
6.7
2.7
14.3
7.7
42.4
37.3
28.6
41.2
3.3
9.2
11.4
4.6
56.7
45.0
31.9
50.4
22
316
108
24
4.5
3.5
2.8
0.0
13.6
4.4
1.9
8.3
0.0
12.7
8.3
4.2
36.4
39.9
40.7
33.3
36.4
33.2
42.6
33.3
9.1
6.3
3.7
20.8
18.2
7.9
4.6
8.3
36.4
52.5
49.1
37.5
45.5
39.6
46.3
54.2
298
162
9
1
3.7
2.5
0.0
0.0
5.0
3.7
0.0
0.0
10.7
10.5
11.1
0.0
39.9
38.3
44.4
100.0
34.2
38.3
33.3
0.0
6.4
6.8
11.1
0.0
8.7
6.2
0.0
0.0
50.7
48.8
55.6
100.0
40.6
45.1
44.4
0.0
91
184
195
4.4
1.6
4.1
9.9
3.8
2.6
18.7
12.0
5.6
30.8
46.2
37.4
27.5
30.4
44.1
8.8
6.0
6.2
14.3
5.4
6.7
49.5
58.2
43.1
36.3
36.4
50.3
13
Purchase price
Q. Please tell us how much you usually pay for once buying shampoo products on average? [SA]
[50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products. The next one is [100,001 –
150,000 VND] at 25.5%.
60.0
38.9
40.0
25.5
20.0
13.2
12.1
4.0
3.4
2.8
0.0
n
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
Under 50,000 VND
50,000 - 100,000 100,001 - 150,000 150,001 - 200,000 200,001 - 250,000 250,001 - 300,000
Over 300,000 VND
VND
VND
VND
VND
VND
470
13.2
38.9
25.5
12.1
4.0
3.4
2.8
196
53
221
13.8
18.9
11.3
34.7
32.1
44.3
26.0
30.2
24.0
12.8
9.4
12.2
5.1
5.7
2.7
4.6
1.9
2.7
3.1
1.9
2.7
210
260
15.2
11.5
42.9
35.8
24.8
26.2
8.6
15.0
3.8
4.2
4.3
2.7
0.5
4.6
22
316
108
24
22.7
15.8
6.5
0.0
36.4
44.3
27.8
20.8
18.2
22.8
32.4
37.5
13.6
10.8
13.9
20.8
4.5
2.2
8.3
8.3
0.0
1.9
6.5
12.5
4.5
2.2
4.6
0.0
298
162
9
1
16.1
8.0
0.0
100.0
45.0
29.0
22.2
0.0
23.5
29.6
22.2
0.0
9.1
18.5
0.0
0.0
2.7
5.6
22.2
0.0
1.3
6.2
22.2
0.0
2.3
3.1
11.1
0.0
91
184
195
28.6
13.6
5.6
42.9
40.2
35.9
17.6
27.7
27.2
5.5
10.3
16.9
2.2
3.3
5.6
2.2
2.2
5.1
1.1
2.7
3.6
14
Type of packaging and Volume
Q. Please tell us what packaging and what volume you usually buy? [Matrix SA]
[301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchase the size of [Over 900 ml].
Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with 16.4%.
60
40
23.9
20
12.8
0
13.9
2.4
0
15.2
13.5
5.9
6.3
6.1
601 - 700
ml
701 - 800
ml
801 - 900
ml
0
1 - Bottle
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
n
Under 10
ml
10 - 50 ml 51 - 100 ml
101 - 200
ml
201 - 300
ml
301 - 500
ml
501 - 600
ml
Over 900
ml
460
0
0
2.4
12.8
13.9
23.9
13.5
5.9
6.3
6.1
15.2
192
50
218
0.0
0.0
0.0
0.0
0.0
0.0
3.6
0.0
1.8
8.9
24.0
13.8
15.6
10.0
13.3
22.9
20.0
25.7
13.0
14.0
13.8
7.3
2.0
5.5
8.9
2.0
5.0
7.8
10.0
3.7
12.0
18.0
17.4
207
253
0.0
0.0
0.0
0.0
1.0
3.6
16.4
9.9
15.5
12.6
25.1
22.9
12.6
14.2
6.8
5.1
6.8
5.9
6.3
5.9
9.7
19.8
21
310
105
24
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
2.9
1.9
0.0
14.3
12.3
12.4
20.8
23.8
12.9
18.1
0.0
19.0
24.2
22.9
29.2
9.5
14.8
12.4
4.2
4.8
6.1
4.8
8.3
9.5
6.5
5.7
4.2
0.0
5.5
8.6
8.3
19.0
14.8
13.3
25.0
291
159
9
1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
2.1
2.5
11.1
0.0
11.7
14.5
22.2
0.0
15.1
11.3
11.1
100.0
25.1
21.4
33.3
0.0
15.8
9.4
11.1
0.0
5.5
6.9
0.0
0.0
5.2
8.8
0.0
0.0
5.5
7.5
0.0
0.0
14.1
17.6
11.1
0.0
88
180
192
0.0
0.0
0.0
0.0
0.0
0.0
4.5
2.2
1.6
13.6
12.2
13.0
12.5
14.4
14.1
22.7
28.9
19.8
15.9
12.2
13.5
8.0
3.3
7.3
4.5
6.1
7.3
4.5
3.9
8.9
13.6
16.7
14.6
15
Type of packaging and Volume
Q. Please tell us what packaging and what volume you usually buy? [Matrix SA]
[Under 10 ml] gains the highest percentage for pack packaging at 65.3%.
80
65.3
60
34.7
40
20
0
0
0
0
0
0
0
0
0
101 - 200
ml
201 - 300
ml
301 - 500
ml
501 - 600
ml
601 - 700
ml
701 - 800
ml
801 - 900
ml
Over 900
ml
0
2 - Pack
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
n
Under 10ml 10 - 50 ml 51 - 100 ml
346
65.3
34.7
0
0
0
0
0
0
0
0
0
146
40
160
63.7
57.5
68.8
36.3
42.5
31.3
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
156
190
59.6
70.0
40.4
30.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
16
240
74
16
50.0
67.1
62.2
68.8
50.0
32.9
37.8
31.3
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
224
115
6
1
68.8
57.4
83.3
100.0
31.3
42.6
16.7
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
79
137
130
65.8
65.7
64.6
34.2
34.3
35.4
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
16
Type of packaging and Volume
Q. Please tell us what packaging and what volume you usually buy? [Matrix SA]
For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9%.
80
60
38.0
40
25.9
13.4
20
0
11.6
8.8
0
2.3
0
0
0
601 - 700
ml
701 - 800
ml
801 - 900
ml
Over 900
ml
0
3 - Tube
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
Under 10ml 10 - 50 ml 51 - 100 ml
n
101 - 200
ml
201 - 300
ml
301 - 500
ml
501 - 600
ml
216
0
0
38.0
25.9
13.4
11.6
8.8
2.3
0
0
0
87
27
102
0.0
0.0
0.0
0.0
0.0
0.0
43.7
51.9
29.4
25.3
14.8
29.4
17.2
11.1
10.8
6.9
11.1
15.7
4.6
11.1
11.8
2.3
0.0
2.9
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
98
118
0.0
0.0
0.0
0.0
44.9
32.2
25.5
26.3
14.3
12.7
3.1
18.6
8.2
9.3
4.1
0.8
0.0
0.0
0.0
0.0
0.0
0.0
10
147
48
11
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
40.0
37.4
39.6
36.4
30.0
23.8
33.3
18.2
20.0
14.3
8.3
18.2
10.0
12.9
8.3
9.1
0.0
9.5
6.3
18.2
0.0
2.0
4.2
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
132
78
6
0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
35.6
42.3
33.3
0.0
25.0
28.2
16.7
0.0
15.9
10.3
0.0
0.0
12.9
9.0
16.7
0.0
9.1
6.4
33.3
0.0
1.5
3.8
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
43
90
83
0.0
0.0
0.0
0.0
0.0
0.0
37.2
37.8
38.6
25.6
27.8
24.1
16.3
11.1
14.5
11.6
13.3
9.6
7.0
6.7
12.0
2.3
3.3
1.2
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
17
E. Detail findings
1. Usage and Attitude
2. Brand awareness
18
Top-of-mind shampoo brands
Q1. When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA]
[Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of 18.9% and 10.6%.
[Clear] is likely to have stronger awareness in male group with 51.0%.
100
80
60
39.1
40
20
10.2
6.2
10.6
18.9
7.9
1.1
1.7
0.2
0.4
0
3.6
Romano
Lifebuoy
Double
Rich
Enchanteu
r
Others
0
n
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
Clear
X-men
Pantene
Head &
Shoulders
Sunsilk
Rejoice
Dove
470
Percent
39.1
Percent
6.2
Percent
10.2
Percent
10.6
Percent
18.9
Percent
1.1
Percent
7.9
Percent
1.7
Percent
0.2
Percent
0.4
Percent
0.0
Percent
3.6
196
53
221
36.2
41.5
41.2
6.6
5.7
5.9
14.3
3.8
8.1
7.7
9.4
13.6
19.4
20.8
18.1
1.0
1.9
0.9
9.2
15.1
5.0
2.0
1.9
1.4
0.0
0.0
0.5
0.5
0.0
0.5
0.0
0.0
0.0
3.1
0.0
5.0
210
260
51.0
29.6
13.8
0.0
3.8
15.4
10.0
11.2
8.6
27.3
1.9
0.4
3.3
11.5
3.8
0.0
0.0
0.4
0.5
0.4
0.0
0.0
3.3
3.8
22
316
108
24
54.5
39.9
38.0
20.8
4.5
6.0
7.4
4.2
9.1
8.9
12.0
20.8
0.0
9.8
14.8
12.5
13.6
19.9
17.6
16.7
4.5
0.6
0.9
4.2
9.1
9.5
2.8
8.3
0.0
1.9
1.9
0.0
0.0
0.3
0.0
0.0
0.0
0.3
0.9
0.0
0.0
0.0
0.0
0.0
4.5
2.8
3.7
12.5
298
162
9
1
39.3
39.5
22.2
100.0
6.4
5.6
11.1
0.0
8.4
14.2
0.0
0.0
9.4
11.7
33.3
0.0
21.1
16.0
0.0
0.0
0.7
1.9
0.0
0.0
8.1
6.2
33.3
0.0
1.7
1.9
0.0
0.0
0.3
0.0
0.0
0.0
0.3
0.6
0.0
0.0
0.0
0.0
0.0
0.0
4.4
2.5
0.0
0.0
91
184
195
37.4
40.2
39.0
7.7
7.1
4.6
6.6
9.2
12.8
8.8
7.6
14.4
17.6
21.2
17.4
2.2
1.6
0.0
15.4
6.5
5.6
0.0
2.7
1.5
0.0
0.5
0.0
0.0
0.5
0.5
0.0
0.0
0.0
4.4
2.7
4.1
19
Total spontaneous
Q1. When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA]
[Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by Sunsilk.
[Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness.
100
79.4
80
68.1
60
42.6
46.2
43.4
32.1
40
31.5
22.1
21.3
6.8
8.1
8.5
Romano
Lifebuoy
Double
Rich
Enchanteu
r
20
0
n
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
Clear
X-men
Pantene
Head &
Shoulders
Sunsilk
Rejoice
Dove
Others
470
Percent
79.4
Percent
32.1
Percent
42.6
Percent
46.2
Percent
68.1
Percent
31.5
Percent
43.4
Percent
21.3
Percent
6.8
Percent
8.1
Percent
8.5
Percent
22.1
196
53
221
79.1
83.0
78.7
32.1
28.3
33.0
46.9
37.7
39.8
33.7
45.3
57.5
68.9
75.5
65.6
28.1
32.1
34.4
48.5
49.1
37.6
18.9
34.0
20.4
3.1
5.7
10.4
8.7
5.7
8.1
10.7
11.3
5.9
20.9
20.8
23.5
210
260
81.4
77.7
61.0
8.8
26.7
55.4
41.4
50.0
54.3
79.2
25.7
36.2
24.3
58.8
41.9
4.6
8.6
5.4
2.9
12.3
3.8
12.3
20.0
23.8
22
316
108
24
95.5
80.1
77.8
62.5
27.3
33.9
28.7
29.2
63.6
40.2
44.4
45.8
59.1
46.5
44.4
37.5
68.2
70.3
61.1
70.8
45.5
31.0
30.6
29.2
45.5
46.2
33.3
50.0
18.2
23.7
14.8
20.8
0.0
7.3
7.4
4.2
0.0
10.1
3.7
8.3
4.5
8.2
7.4
20.8
9.1
22.8
24.1
16.7
298
162
9
1
79.5
79.0
77.8
100.0
32.9
30.9
22.2
100.0
43.0
42.6
33.3
0.0
46.6
45.7
44.4
0.0
68.5
67.3
77.8
0.0
30.9
32.7
33.3
0.0
43.0
42.6
77.8
0.0
23.8
15.4
33.3
100.0
7.0
6.8
0.0
0.0
10.7
3.7
0.0
0.0
7.4
10.5
11.1
0.0
23.5
18.5
33.3
100.0
91
184
195
79.1
75.5
83.1
37.4
29.3
32.3
33.0
46.2
43.6
42.9
44.6
49.2
71.4
65.2
69.2
34.1
27.7
33.8
47.3
45.1
40.0
22.0
21.7
20.5
3.3
5.4
9.7
9.9
7.1
8.2
4.4
9.8
9.2
26.4
20.1
22.1
20
Total awareness
Q. Please tell us what shampoo brands you know in the list below? [MA]
More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and 88.9% respectively.
[Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents.
100
95.5
88.1
78.9
88.9
90.9
85.7
86.0
84.3
82.8
73.6
80
77.9
60
40
20
4.0
0
n
Total
1 – Living Place
Northern
Central
Southern
2 - Gender
Male
Female
3 - Age
16 – 19 years old
20 – 29 years old
30 – 39 years old
40 years old and over
4 – Marital Status
Single
Married
Widowed / Divorced
Others
5 – Monthly Household Income
Lower income (~ 7 million VND)
Middle income (7 ~ 15 million VND)
Upper income (15 million VND ~)
Clear
X-men
Pantene
Head &
Shoulders
Sunsilk
Rejoice
Dove
Romano
Lifebuoy
Double
Rich
Enchanteu
r
Others
470
Percent
95.5
Percent
88.1
Percent
78.9
Percent
88.9
Percent
90.9
Percent
85.7
Percent
86
Percent
84.3
Percent
73.6
Percent
82.8
Percent
77.9
Percent
4.0
196
53
221
97.4
92.5
94.6
89.8
90.6
86.0
81.6
73.6
77.8
90.3
81.1
89.6
92.3
84.9
91.0
87.8
73.6
86.9
90.3
81.1
83.3
87.8
84.9
81.0
73.0
69.8
75.1
87.2
79.2
79.6
84.7
73.6
72.9
3.1
5.7
4.5
210
260
94.8
96.2
92.9
84.2
65.7
89.6
84.3
92.7
84.3
96.2
78.6
91.5
76.2
93.8
87.1
81.9
64.8
80.8
72.9
90.8
62.9
90.0
2.9
5.0
22
316
108
24
90.9
96.5
94.4
91.7
77.3
88.6
88.9
87.5
77.3
77.2
84.3
79.2
86.4
87.7
92.6
91.7
81.8
92.1
88.9
91.7
72.7
85.8
89.8
79.2
72.7
86.1
87.0
91.7
68.2
85.8
87.0
66.7
59.1
73.7
77.8
66.7
63.6
82.9
88.0
75.0
54.5
78.8
83.3
62.5
4.5
4.7
1.9
4.2
298
162
9
1
96.0
94.4
100.0
100.0
86.2
91.4
88.9
100.0
77.5
81.5
88.9
0.0
88.3
90.1
100.0
0.0
91.6
89.5
100.0
0.0
83.9
89.5
88.9
0.0
83.2
90.1
100.0
100.0
82.9
86.4
88.9
100.0
70.8
79.6
66.7
0.0
81.2
86.4
77.8
0.0
75.5
82.7
77.8
0.0
4.4
3.1
11.1
0.0
91
184
195
96.7
94.0
96.4
83.5
87.5
90.8
70.3
81.0
81.0
84.6
87.5
92.3
92.3
89.1
91.8
83.5
84.2
88.2
82.4
85.3
88.2
78.0
84.8
86.7
61.5
73.4
79.5
78.0
82.1
85.6
72.5
75.5
82.6
3.3
4.3
4.1
21
W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’
and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 members
panel with various segmentations across Vietnam.
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