94% Vietnamese evaluated that food in Vietnam is unsafe

1. May 2016
STUDY ABOUT VIETNAMESE PERCEPTION
TOWARD FOOD HYGIENE ISSUE
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about Vietnamese perception about
food hygiene issue
 Methodology: Online survey
 Fieldwork time: 3 days (14/05 to 16/05/2016)
 Sample size: N = 1000
 Gender: Male and Female
 Geography: Nationwide

3. 2
KEY FINDINGS
• Most Vietnamese are aware of food hygiene issue through TV channel
• 94% rate food in Vietnam is unsafe and wide spreading of unknown origin food is the main reason
• Consumers are doubtful about the food quality and start to choose more carefully (62%)
• People start to buy food at reliable retailers and producers to protect themselves from poisoned food
• 86% Vietnamese cook at home more to protect themselves from dirty food
• Having clear origin is the most important criteria for choosing raw / uncooked food
• 29% believe raw/uncooked food is safe when it has commitment of producer on hygiene & food safety
• Supermarket and safe vegetable stores are trusted place for buying safe food. However, more than a
half suspect about the safeness of vegetable sell at supermarket
• 51% are willing to pay from 11% to 30% higher price for safe food
• 60% Vietnamese have suffer foodborne illness

4. 3
GenderAge
OccupationLiving Place
N = 1000
DEMOGRAPHIC INFORMATION
29%
27%
43%
2%
Over 30
26-30
18-25
Under 18
32%
68%
Male
Female
28%
2%
2%
5%
17%
46%
Others
Cần Thơ
Hải Phòng
Đà Nẵng
Hà Nội
Hồ Chí Minh
6%
4%
5%
6%
6%
8%
26%
39%
Others
Factory Worker
Job seeker/Retired
Self-employed
Housewife
Engineer/Doctor/Teacher
Student
Officer

5. 4
1%
1%
1%
9%
10%
11%
22%
45%
Others
Radio
Flyers
Newspapers/ Magazines
Websites
Other social media chanel
Facebook
TV
Total
0%
1%
2%
12%
12%
14%
22%
36%
Hồ Chí Minh
1%
0%
1%
8%
8%
12%
24%
47%
Hà Nội
1%
1%
1%
5%
7%
8%
21%
56%
Others
In the last 6 month, have you ever heard about "dirty food"?
If yes, which channel have you heard about this issue the most?
TV IS THE MAIN AWARENESS SOURCE OF “DIRTY FOOD”
N = 1000 N = 464 N = 170 N = 366

6. 5
How do you rate the food hygiene level in Vietnam?
94% RATE FOOD IN VIETNAM IS UNSAFE
57% 54%
64%
56%
37% 40%
28% 40%
4% 4% 6%
2%2% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Very safe
Safe
Unsafe
Very unsafe, alarming
57%
50%
60%
37%
41%
35%
4% 7%
2%
2% 2% 2%
Total Male Female
57% believe that food in Vietnam is very unsafe, alarming
N = 1000 N = 449 N = 265 N = 286 N = 1000 N = 319 N = 681

7. 6
4%
51%
51%
52%
56%
58%
65%
68%
69%
69%
72%
Others
Hard to buy safe food
Too much undeclared allergens in food
Lax inspection in food hygiene
Increasing of foodborne illness
Vietnam law is not strict enough
Too easy to buy unsafe chemicals for using in food
Poor hygiene when handling food
Appearance of "fake" food
Too much toxin/chemicals in food
Widespreading of unknown origin food
N = 950
If you rate "unsafe", why do you think Vietnamese food is unsafe?
WIDE SPREADING OF UNKNOWN ORIGIN FOOD IS THE MAIN REASON
FOR “UNSAFE FOOD” RATING
Beside that, too much toxin in food as well as appearance of “fake” food are also
big problems of Vietnam food

8. 7
26%
44%
53%
54%
59%
62%
I eat less, buy less
I pay more to buy fresh and safe food
I search information about "safe food"
selling places more
I read and study more about quality,
origin, hygiene of products/ selling
places more
I choose food more carefully
I began to doubt about the foods I
normally use
Total
24%
37%
49%
52%
58%
62%
Under 18-25
27%
51%
56%
61%
62%
65%
26-30
30%
49%
56%
51%
59%
59%
Over 30
How did "dirty food issue" effect you daily life?
CONSUMERS ARE DOUBTFUL ABOUT THE FOOD THAT THEY EAT
AND START TO CHOOSE MORE CAREFULLY
N = 950 N = 424 N = 249 N = 277

9. 8
Where do you go for information about food hygiene to have your own solution to protect
yourself from poisoned / unsafe food?
TV AND FRIENDS’ SHARING ARE MAIN INFORMATION CHANNELS FOR
SOLUTION TO AGAINST FOOD HYGIENE ISSUE
4%
7%
11%
30%
38%
40%
43%
44%
48%
59%
Others
Flyers
Radio
Other social media channel
Healcare professional
Websites
Facebook
Newspaper/Magazines
Friends/relatives' sharing
TV
Total
4%
7%
10%
27%
37%
41%
39%
47%
42%
58%
Under 18-25
4%
6%
11%
33%
40%
45%
47%
43%
53%
58%
26-30
5%
9%
12%
32%
37%
34%
44%
40%
52%
60%
Over 30
N = 950 N = 424 N = 249 N = 277

10. 9
3%
3%
9%
10%
20%
36%
46%
49%
51%
63%
67%
I still eat normally as before
Others
Switch to vegeterian
Buy food in reliable e-commerce site
Produce food myseft (grow vegetable…)
Using the products of famous brands
Stop eating at places which serve unsafe food
Stop eating kinds of food having bad news
Cook by myseft, reduce dining out
Buy food produced by famous & reliable brands
Buy food in reliable retailers
Total
3%
4%
8%
8%
20%
35%
46%
47%
49%
64%
66%
Under 18-25
4%
1%
9%
11%
18%
34%
51%
50%
58%
66%
65%
26-30
2%
5%
9%
12%
22%
40%
43%
50%
47%
61%
68%
Over 30
How do you do to protect yourself from poisoned / unsafe food?
VIETNAMESE BUY FOOD FROM RELIABLE RETAILERS AND
PRODUCERS TO PROTECT THEMSELVES FROM POISONED FOOD
N = 950 N = 424 N = 249 N = 277

11. 10
86% COOK AT HOME MORE TO PROTECT THEMSELVES FROM
“DIRTY FOOD”
11% 13% 12%
6%
3%
4%
2%
1%
86%
82%
86%
92%
Total Under 18-25 26-30 Over 30
Cook at home more
Dining out more
Nothing changes
N = 950 N = 424 N = 249 N = 277
Is there any change in your eating habit to protect yourself from “dirty food”?

12. 11
What is the most important criterion when choosing raw / uncooked food?
HAVING CLEAR ORIGIN IS THE MOST IMPORTANT CRITERIA
FOR CHOOSING RAW / UNCOOKED FOOD
2%
4%
5%
6%
7%
7%
20%
21%
28%
Others
Buy at convenient places, close to home
Affordable price
Have label and package
Do not have China origin
Produce by famous and reliable brand
Sell in reliable retailers
Good apprearance/smell, have no signal
of rottenness, damage or spoilage…
Have clear origin on the label/ Easy to
find exactly product origin
Total
2%
4%
8%
6%
4%
7%
19%
22%
28%
Under 18-25
1%
5%
3%
7%
9%
6%
21%
21%
27%
26-30
1%
3%
5%
5%
9%
9%
20%
20%
27%
Over 30
N = 929 N = 418 N = 240 N = 271
Appearance & smell of food is also another important criteria for choosing raw / uncooked food

13. 12
What make you believe that a product of raw / uncooked food is safe?
RAW / UNCOODKED FOOD HAD COMMITMENT OF PRODUCER ON
HYGIENE AND FOOD SAFETY IS BELIEVED TO BE SAFE
3%
7%
8%
8%
20%
25%
29%
Others
Have clean and fresh appearance
Organic food
Have origin of developed countries
(Japan, USA, Europe…)
Sell in reliable retailers
Packaged and labelled food
Have commitment of producer on
hygiene and food safety
Total
4%
7%
7%
8%
22%
25%
26%
Under 18-25
1%
8%
8%
7%
22%
21%
33%
26-30
3%
8%
8%
9%
16%
27%
29%
Over 30
N = 929 N = 418 N = 240 N = 271

14. 13
7%
11%
29%
41%
56%
57%
Others
Wet market
Imported food stores
Convenient stores
Safe vegetable stores
Supermarket
Total
7%
10%
29%
42%
57%
56%
Under 18-25
6%
11%
29%
43%
54%
58%
26-30
9%
11%
30%
39%
56%
56%
Over 30
Which places do you believe that sell safe food?
SUPERMARKET AND SAFE VEGETABLE STORES ARE EVALUATED
AS RELIABLE PLACES THAT SELL SAFE FOOD. HOWEVER…..
N = 929 N = 418 N = 240 N = 271

15. 14
6% 6% 8% 7%
59% 60% 60%
57%
29% 28% 28% 33%
5% 6% 5% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Yes, vegetable in supermarkets
is definitely safe
Yes, vegetable in supermarkets
is safe
It's not sure that vegetable in
supermarket is safe
No, vegetable in supermarket is
not safe
Do you believe that supermarkets sell safe vegetable?
…59% USERS STILL SUSPECT ABOUT THE SAFENESS OF
VEGETABLE SELL IN THE SUPERMARKET
N = 929 N = 418 N = 240 N = 271

16. 15
3%
7%
7%
18%
20%
22%
23%
Others
Affordable price
Taste of food
Service quality of the
restaurants/cafeteria
Clean dining space
Fresh food
Served by prestigious
restaurants/cafeteria
Total
4%
7%
9%
16%
23%
20%
21%
Under 18-25
2%
5%
6%
20%
18%
26%
25%
26-30
3%
7%
6%
18%
19%
24%
23%
Over 30
If you dining out, what is the most important criteria when choosing cooked food?
SERVED BY PRESTIGIOUS RESTAURANTS OR CAFETERIA IS THE TOP
CRITERIA WHEN CHOOSING COOKED FOOD FOR DINING OUT
Under 18-25 group chooses cooked food served in clean dining spaces
N = 950 N = 424 N = 249 N = 277

17. 16
4%
28%
47%
47%
47%
48%
52%
58%
Others
Have clean and fresh appearance
Served by prestigious restaurants
Publish the origin of cooking material
Appearance and style of servants/chef
Clean dining space
Have commitment of restaurant/cafeteria
on hygiene & food safety
Clean cooking place
Total
5%
23%
46%
45%
49%
47%
50%
57%
Under 18-25
1%
31%
48%
49%
49%
49%
58%
59%
26-30
6%
32%
48%
48%
43%
47%
51%
59%
Over 30
What make you believe that a product of cooked food is safe?
58% BELIEVE THAT A PRODUCT OF COOKED FOOD IS SAFE WHEN
IT HAS CLEAN COOKING PLACE
Beside that, having commitment of restaurant on hygiene & food safety also makes customer
believe that cooked food served is safe
N = 950 N = 424 N = 249 N = 277

18. 17
2% 2% 1% 3%
6% 5% 6%
6%
5% 7%
4% 2%
13%
14%
12% 13%
38% 35%
40% 40%
35% 35% 35% 35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
+1% to +10% current price
+11% to +20% current price
+21% to +30% current price
+31% to +50% current price
+51% to +100% current price
I can pay any price as long as
that product is fresh & safe
I'm not willing to pay higher
price
If you have to buy higher price for a safe product of food, how much are you willing to pay?
51% ARE WILLING TO PAY 11% TO 30% HIGHER PRICE FOR SAFE FOOD
6% 4% 4% 6% 8%
10%4%
5% 6%
6% 2% 5%
4%
13% 11%
10% 15%
20%
17%
38%
31% 38%
44%
37%
36%
35%
42% 39%
31% 30% 27%
Total Under $200 $200 - $459 $450 - $699 $700 - $999 $1000 and
over
The higher income group is willing to pay more for safe food
N = 950 N = 424 N = 249 N = 277 N = 950 N = 161 N = 330 N = 257 N = 110 N = 92

19. 18
40%
34%
43%
49%
60%
68%
57%
51%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Yes
No
Have you ever suffer foodborne illness?
60% VIETNAMESE HAVE SUFFER FOODBORNE ILLNESS
Younger age group has suffer foodborne illness more
It can be inferred that food in Vietnam is more unsafe nowadays
N = 950 N = 424 N = 249 N = 277

20. 19
17% 18% 16%
61% 53%
64%
20%
25%
17%
3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
17% 14%
21% 18%
61%
64%
59%
59%
20% 21% 18% 20%
3% 3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 Over 30
Very confident
Confident
Not too confident
Not confident at all
N = 950
Do you confident in the improvement of food hygiene issue in Vietnam?
61% NOT TOO CONFIDENT IN THE IMPROVEMENT OF FOOD
HYGIENE ISSUE IN VIETNAM
Female suspect the improvement of food hygiene issue in Vietnam more than male
N = 950 N = 424 N = 249 N = 277 N = 950 N = 293 N = 657

21. 20
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.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

22. 21
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

23. 22