Chewing gum usage in Vietnam

STUDY ABOUT CHEWING GUM USAGE OF
VIETNAMESE
BY DI-MARKETING (http://www.di-onlinesurvey.com/)
August, 2015

1
SCOPE OF WORK
 Survey was conducted to study about usage and behavior of
Vietnamese toward chewing gum.
 Methodology: Online survey
 Fieldwork time: 3 days (07/08/2015 to 09/08/2015)
 Sample size: N = 882
 Gender: Male/Female
 Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho

2
KEY FINDINGS
• A half use chewing gum 1-3 times/day
• Majority use chewing gum for fresh breath (76%), refresh themselves
(59%) and dental cleaning (58%)
• Lotte Xylitol (81%) is the most well-known brand in Vietnam
• TV commercials is the most effective marketing channel
• Doublemint and Lotte Xylitol are leaders of the industry
• Fresh breath (63%), good taste (60%) and affordable price (51%) are 3
key factors to choose a brand
• Surprisingly, 63% buy chewing gum from oversea
• More than 1/3 spend $0.5 - $1/time buying chewing gum

3
DEMOGRAPHIC INFORMATION
4%
47%
26%
23%
Under 18
18-25
26-30
Over 30
Age
32%
68%
Male
Female
Gender
36%
24%
40%
Other
Ha Noi
Ho Chi Minh
Place
6%
4%
4%
5%
9%
11%
30%
31%
Others
Housewife
Job seeker/Retired
Factory Worker
Self-employed
Engineer/Doctor/Teacher
Student
Officer
Occupation
N= 882

4
CHEWING GUM USAGE INCIDENCE
Within last month, which of the following do you often use?
N= 882
10%
28%
33%
35%
49%
50%
51%
53%
59%
65%
73%
89%
93%
Other
Seaweed
Kit kat
Jelly beans
Yogurt
Rice cakes
French fries
Chocolate
Snack
Ice cream
Milk
Chewing gum
Sweet
Total
8%
34%
34%
29%
53%
38%
50%
58%
60%
66%
70%
91%
94%
Ho Chi Minh
13%
27%
34%
42%
42%
61%
55%
48%
58%
61%
71%
87%
90%
Ha Noi
10%
23%
31%
37%
50%
56%
50%
50%
57%
66%
79%
89%
93%
Other

5
A HALF USE CHEWING GUM 1-3 TIMES/DAY
How frequent do you use chewing gum?
Under 18 seldom use chewing gum, while over 30 group uses more often than others
10% 10% 13%
6% 8%
10%
29%
10%
7%
9%
8%
10%
8%
9% 5%
17%
10%
17%
18% 16%
24%
19%
23%
28%
25%
25%
16%
23% 26%
28%
6% 6% 6% 6% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
More than 3 times/day
1-3 times/day
Once/day
2-3 days/once
4-5 days/once
Once/week
More than a week/once
N = 788

6
MAJORITY USE CHEWING GUM FOR FRESH BREATH (76%),
REFRESH (59%) AND DENTAL CLEANING (58%)
In what purpose do you use chewing gum for?
N = 788
4%
5%
10%
21%
25%
32%
34%
35%
46%
58%
59%
76%
Other
To quit smoking
To loose weight
I like blowing bubble gum
This is my habit
Prevent tooth decay
Whiten teeth
Reduce stress
Help me stay awake
Dental cleanning
Refresh myself
Fresh breath
Total
10%
0%
6%
35%
26%
26%
32%
39%
61%
55%
58%
71%
Under 18
2%
3%
7%
18%
23%
30%
35%
34%
48%
57%
60%
76%
18-25
3%
6%
9%
21%
20%
31%
28%
35%
43%
55%
56%
76%
26-30
6%
11%
17%
25%
38%
40%
41%
39%
41%
64%
60%
77%
Over 30
Under 18 group uses chewing gum for the purpose of staying awake

7
LOTTE XYLITOL , DOUBLEMINT AND COOL AIR ARE THE MOST
WELL-KNOWN BRANDS
Which of the following brands do you know?
N = 788
4%
12%
19%
34%
61%
63%
75%
80%
81%
81%
Other
Jucia
Trident
Juicy Fruit
Big Babol
Happydent White
Extra
Cool Air
Doublemint
Lotte Xylitol
Total
3%
9%
21%
31%
60%
63%
73%
82%
86%
78%
Ho Chi Minh
6%
21%
24%
37%
65%
61%
76%
77%
78%
83%
Ha Noi
4%
10%
12%
34%
61%
65%
76%
79%
77%
83%
Other

8
EXTRA AND BIG BABOL IS MORE POPULAR TO PEOPLE UNDER 18
4%
12%
19%
34%
61%
63%
75%
80%
81%
81%
Other
Jucia
Trident
Juicy Fruit
Big Babol
Happydent White
Extra
Cool Air
Doublemint
Lotte Xylitol
Total
6%
6%
10%
26%
77%
29%
90%
87%
77%
84%
Under 18
3%
9%
14%
31%
62%
59%
75%
76%
79%
81%
18-25
2%
11%
17%
33%
57%
69%
75%
82%
79%
81%
26-30
10%
22%
33%
42%
62%
72%
73%
85%
86%
82%
Over 30
N = 788

9
TV COMMERCIALS IS THE MOST EFFECTIVE MARKETING CHANNEL
How do you know these brands?
45%
21%
21%
28%
31%
32%
35%
42%
44%
45%
77%
Others
Introduction from salesman
Facebook ads
Outdoor ads
Gift from promotion program
Online Ads (web, forums …)
Friends/family suggestion
I saw other use this brand
Ads on newspaper/magazine
See the brands at stores
TV commercials
Total
61%
13%
23%
32%
16%
35%
45%
55%
45%
48%
87%
Under 18
43%
19%
19%
25%
27%
30%
32%
42%
42%
44%
79%
18-25
43%
20%
16%
29%
33%
30%
31%
41%
43%
44%
71%
26-30
47%
30%
34%
33%
38%
36%
44%
43%
49%
46%
78%
Over 30
N = 788

10
DOUBLEMINT AND LOTTE XYLITOL ARE THE LEADERS OF
CHEWING GUM MARKET
0%
0%
1%
1%
4%
6%
10%
24%
26%
27%
Other
Jucia
Trident
Juicy Fruit
Big Babol
Happydent White
Extra
Cool Air
Lotte Xylitol
Doublemint
Total
0%
0%
0%
0%
16%
0%
10%
19%
23%
32%
Under 18
0%
0%
2%
1%
4%
4%
10%
24%
29%
26%
18-25
0%
0%
0%
1%
3%
9%
11%
24%
26%
25%
26-30
1%
1%
1%
3%
4%
9%
9%
24%
19%
28%
Over 30
N = 788
Which of the following brands do you use the most?
Big Babol is preferred the most by under 18 group

11
DOUBLEMINT, LOTTE XYLITOL AND COOL AIR ARE DOMINANT THE
MARKET ACROSS COUNTRY
0%
0%
1%
1%
4%
6%
10%
24%
26%
27%
Other
Jucia
Trident
Juicy Fruit
Big Babol
Happydent White
Extra
Cool Air
Lotte Xylitol
Doublemint
Total
0%
0%
1%
1%
2%
5%
8%
25%
25%
32%
Ho Chi Minh
0%
1%
3%
2%
8%
9%
12%
22%
25%
19%
Ha Noi
0%
0%
1%
1%
4%
6%
10%
24%
28%
26%
Other
N = 788
Doublemint is consumed less in Hanoi

12
DOUBLEMINT, LOTTE XYLITOL AND COOL AIR OWN HIGHEST BRAND
AWARENESS AS WELL AS BRAND SHARE
81% 81% 80%
75%
63% 61%
34%
19%
12%
4%
27% 26%
24%
10%
6%
4%
1% 1% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Doublemint Lotte Xylitol Cool Air Extra Happydent
White
Big Babol Juicy Fruit Trident Jucia Other
N=788
Brand awareness
Usage

13
SEPERATELY, THERE ARE TWO GROUPS OF BRANDS WHICH ARE
COMPETING IN THE MARKET
Doublemint
Lotte Xylitol
Cool Air
Extra
Happydent White
Big Babol
N=788
Awareness
Usage
Low
Low
High
High

14
FRESH BREATH, TASTE AND PRICE ARE 3 KEY FACTORS
TO CHOOSE A BRAND
Why do you choose the chewing gum brand that you are using ?
3%
12%
17%
23%
25%
28%
34%
41%
44%
45%
46%
51%
60%
63%
Others
Frequent sale promotions
Friends suggestion
Variety of products
Nice package
Prevent tooth decay
Keep me stay awake
Dental cleanning
Help to refresh myself
Good distribution
Trusted Brand
Affordable Price
Good taste
Fresh breath
Total
3%
11%
19%
19%
28%
20%
33%
32%
40%
48%
53%
50%
59%
60%
Doublemint
3%
11%
18%
28%
29%
40%
28%
48%
32%
37%
47%
46%
66%
66%
Lotte Xylitol
2%
9%
13%
18%
13%
18%
41%
37%
55%
52%
40%
59%
48%
63%
Cool Air
3%
17%
18%
27%
29%
37%
38%
53%
58%
44%
47%
47%
73%
69%
Extra
N = 788
Extra is highly appreciated for its good taste, Cool Air is chosen because it creates refresh
feeling, while Lotte Xylitol highly evaluated for dental cleaning

15
0% 0% 0% 0% 0% 1%
15% 13% 14%
19%
12%
18%
60% 61% 60%
59%
56%
59%
25% 26% 25% 22%
32%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Doublemint Lotte Xylitol Cool Air Extra Other
N=788
Very satisfied
Satisfied
Neutral
Not satisfied
Not satisfied at all
How do you feel with your current chewing gum brand?
85% ARE SATISFIED WITH THE BRAND THAT THEY ARE USING
Extra has highest ratio of top box consumers’ satisfaction comparing with other brands

16
ONLY 13% CONSUMERS ARE LOYAL WITH THEIR BRAND
What is your usage intention toward your current brand?
1% 0% 0% 1% 0% 3%
13% 19%
9%
15% 12% 9%
34% 25%
34%
47%
37%
27%
39% 44% 44%
30%
36%
39%
13% 12% 13%
8%
15%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
N=788
This is the only brand I use
I will prioritize this brand
I continue to use but still
try others
I will use this brand along
with other
I will change to another
brand

17
How do you feel with your current chewing gum brand?
What is your usage intention toward your current brand?
EXTRA IS DOING WELL WITH HIGHEST CONSUMERS’ LOYALTY AND
SATISFACTION COMPARING WITH OTHER PLAYERS
Doublemint
Lotte Xylitol
Cool Air
Extra
N=788
Loyalty
Satisfaction
High
HighLow
Low

18
Will you introduce the brands you are using to others?
MAJORITY WILL INTRODUCE THEIR CURRENT BRAND TO OTHERS
1% 1% 1% 2% 0% 2%
24% 24% 20%
30%
19%
24%
47% 49%
47%
45%
51%
43%
28% 27%
31%
23%
29% 31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
N=788
Definitely
I will
Neutral
I won't
Definitely not

19
When do you often use chewing gum?
MAJORITY JUST USE CHEWING GUM WHEN THEY WANT
56%
58%
56% 56%
49%
58%
51%
47% 50%
55%
51% 51%
44%
42%
48%
35%
55%
49%
40% 41%
32%
42%
54%
43%
29% 29%
25%
28%
33%
31%
15%
17%
7%
9%
24%
30%
2% 2% 1% 3% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
N=788
Anytime I want When there is bad smell When I feel tired After using meals
When I feel depressed Before dating/ meeting When I do sport Other

20
32% Fresh breath
20% Cool/ Make me stay awake
8% Tasty
6% Mint flavor
6% Good quality
4% Trustworthy
4% Good price
30% Fresh breath
8% Good quality
7% Tasty
7% Dental cleaning
5% Dental whitening
30% Fresh breath
6% Help me more focus
5% Good price
5% Good quality
4% “Cool Air”
4% Dental cleanning
When mentioning your current chewing gum brand, what will you initially come up with?
N= 788
FRESH BREATH AND COOL ARE 2 MOST FREQUENT FACTORS
TO WIN THE MARKET
18% Fresh breath
15% Good quality
8% Dental whitening
8% “Extra”
6% Tasty
5% Help me more focus

21
1/3 BUY CHEWING GUM 1-3 TIMES/WEEK
How often do you buy chewing gum?
11% 10% 12% 9% 11%
14%
10%
17%
11%
10%
13%
16%
12%
12%
17%
17%
16%
18%
16%
16%
32% 35%
27%
38%
36%
13% 13% 13% 14%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=788
More than 3
times/week
1-3 times/week
Once/week
2-3 weeks/once
1 month/once
More than 1
month/once
People over 25 tend to buy chewing gum more regular than other aged groups

22
MAJORITY PEOPLE BUY CHEWING GUM AT SUPERMARKET (71%)
Surprisingly, lots of Vietnamese ask friend and relatives to buy chewing gum from overseas for
them because they are afraid of fake or poor quality products
71%
64%
82%
71% 72%
64%63%
63% 60%
67%
69%
59%
48% 49%
46%
49% 50%
44%
19%
23%
13%
19%
23% 22%
13%
13% 12%
11%
21%
16%16%
4%
18%
8% 10%12% 12%
14%
6%
10%
16%
11%
16%
6%
14%
8%
11%
2% 1% 1% 2% 1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
N=788
Supermarket Ask friends to buy from overseas Convenient store
Markets Pharmacies (not chain) Buy from street vendor
Beauty and pharmacy chain Buy from cigarette street vendor Others
Where do you buy chewing gum?

23
How much on average do you spend each time on buying chewing gum?
MORE THAN 1/3 SPEND FROM $0.5 - $1 ON EACH TIME BUYING
CHEWING GUM
16% 13% 17% 19%
21%
18%
20%
24%
16%
13%
22%
15%
14%
16%
9% 14%
8%
8%
9%
7%
9%
13%
7% 6%
11% 12%
11% 10%
5% 5% 4% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Ho Chi Minh Ha Noi Other
N=788
I don't remember
Over $ 2.3
Over $1.6 to $ 2.3
Over $1.4 to $1.6
Over $1.2 to $1.4
Over $1 to $1.2
Over $ 0.7 to $1
Over $0.5 to $0.7
Below $0.5

24
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

25
CONTACT US
• Singapore, Indonesia, Malaysia:
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

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