Tet period is a major opportunity for growth in Vietnam, as spending on FMCG increases nearly double compared to normal months. Beverages and packaged foods see especially strong performance, contributing greatly to consumers' Tet baskets. The peak shopping weeks are the two weeks prior to the Lunar New Year. Gifting remains an important part of Tet traditions and a key driver of sales growth, with nearly a third of spending going towards gifts. While shopping frequency is unchanged from normal months, consumers spend more per trip during Tet season. Street shops remain important shopping destinations, though supermarkets and hypermarkets see increased sales as well.

1. Tet period: 4 weeks before the first day of
Lunar New Year (4 w/e 2017/1/29)

2. +13%+11%
$USD
276m
$USD
1,061m
vs normal
~2x
Tet 2017 hit double-digit growth in both Urban 4 cities and Rural Vietnam, achieving better
performance than last Tet 2016
Source: Kantar Worldpanel | Households Panel | Urban 4 key cities & Rural Vietnam | FMCG Including Gifts
URBAN
4 CITES
RURAL
+4%
2016 vs YA
-9%
2016 vs YA
Tet value growth YOY
2017 vs YA
Value for In-home Purchases
Tet 2017
IN-HOME PURCHASES DURING TET 2017 IS ESTIMATED TO REACH $1.76 BLN
FOR TOTAL VIETNAM (NEARLY DOUBLE VALUE OF NORMAL MONTH)
1US$ = 22,600 VND

3. 5.55.5
11.1
34.9
43
35.7
27.7
19.2
10.1
6.1
Beverages
Packaged Foods
Dairy
Personal Care
Home Care
URBAN 4 CITIES RURAL
Source: Kantar Worldpanel – Households Panel – Urban 4 key cities & Rural Vietnam – FMCG Including Gifts – Tet 2017
% Value Contribution by sectors in Tet basket
(+14%)
(+10%)
In brackets (): Tet value growth 2017 vs YA
BEVERAGES AND PACKAGED FOODS ARE DOMINANT SECTORS IN TET BASKET AND
ALSO KEY GROWTH DRIVERS
(+22%)
(+12%)

4. 4
TOTAL FMCG
BEVERAGES
PACKAGED
FOODS
13%
20%
15%
14%
21%
15%
185
341
224
212
369
232
URBAN 4 CITIES RURAL
%Value contribution of Tet in one year
Of total Beverage/ Packaged Food value in one year, 15% ~ 20% was earned from only 4 Tet weeks. Compared
to normal month, Tet value even triple in Beverage sector
Source: Kantar Worldpanel – Households Panel – Urban 4 key cities & Rural Vietnam – FMCG Including Gifts - Tet 2017
Value Index
vs normal month
Value Index
vs a normal month
TET SEASON PLAYS AN IMPORTANT ROLE IN FULL YEAR PERFORMANCE, ESPECIALLY
FOR BEVERAGES AND PACKAGED FOODS

5. 5
TWO WEEKS BEFORE THE FIRST DAY OF NEW YEAR
ARE THE PEAK TET SHOPPING TIME
Of total Tet purchase in Rural areas, 50% fell in the last
week of Tet period.
12%
14%
23%
51%
Source: Kantar Worldpanel – Households Panel – Urban 4 key cities & Rural Vietnam – FMCG Including Gifts
RURAL
16%
18%
28%
39%
Week 1 Week 2 Week 3 Week 4
% Value Share among Tet 2017
URBAN
4 CITIES
Tet week

6. 6
Do you plan to give gifts
to others at Tet?“ ”
TET COULD BE CONSIDERED AS GIFTING SEASON WHEN MOST OF CONSUMERS PLAN
FOR GIFTING. AND TOP PRIORITIES TO GIVE GIFTS ARE FAMILY MEMBERS
Source: Kantar Worldpanel – Lifestyle Survey 2016
86%
Rural
Who do you plan to
give gifts?“
”
Say “YES” Parents Children/ Grandchildren
Siblings/ Cousins Partner’s family Friends
(Top 5)
97%
Urban 4 cities

7. +9%
+15% +4%
+43%
Urban 4 cities Rural
69.5%
30.5%
71.3%
28.6%
Value share % - Real PurchaseValue share% - Gifting
Source: Kantar Worldpanel – Household Panel – Vietnam 4 key urban cities and Rural Vietnam – FMCG including Gifts – Tet 2017 vs Tet 2016
Tet Value
Growth vs YA
Tet Value
Growth vs YA
Tet Value
Growth vs YA
Tet Value
Growth vs YA
AND GIFTING IS THE KEY DRIVER OF TET GROWTH THIS YEAR ESPECIALLY IN RURAL
Gifting remains its importance in Vietnamese Tet as nearly 1 out of every 3$ people spend for Tet goes to gifts

8. 8
216 217
242
169
159
185
Tet 2014 Tet 2016 Tet 2017
Value of each gifting occasion
(000vnd)
4 IN 5 PEOPLE RECEIVE FMCG AS GIFT AT TET AND VALUE OF GIFT IS ALSO UPLIFTING
ACROSS YEARS
No. of people receiving FMCG as Gift
Tet 2017
URBAN 4 CITIES RURAL
79.5% 75.4%
Source: Kantar Worldpanel – Households Panel – Urban 4 key cities & Rural Vietnam – FMCG Gifts only – Tet 2017

9. 9
BISCUITS BEER CSD COOKING OIL SUGAR
BISCUITS BEER MSG SUGAR COOKING OIL
TOP CHOSEN CATEGORIES FOR GIFTING IN TET 2017
Based on Consumer Reach Points (CRP) = Population * Penetration * Frequency
Source: Household Panel – Urban Vietnam 4 key cities & Rural – FMCG Gifts only – Tet 2017
URBAN
4 CITIES
RURAL

10. 10
SHOPPING FREQUENCY DURING TET IS NOT DIFFERENT
FROM NORMAL MONTH, YET PEOPLE SPEND BIGGER
BUDGET FOR EACH TET SHOPPING OCCASION
2-3 trips/ week
(same as normal month)
SHOPPING
TRIPS
Source: Kantar Worldpanel – Households Panel – Vietnam 4 key urban cities & Rural Vietnam – Total FMCG excluding Gift
SPENDING
PER TRIP
94k 135k
57k 98k
Normal Month Tet 2017
Urban 4 cities
Rural

11. 11
Beer Biscuits MayonnaiseBathroom
cleaner
Loose teaBiscuitsCSDTissueBeer
+4.2
pts
+3.8
pts
+2.5
pts
+3.2
pts
+2.8
pts
+3.7
pts
+2.8
pts
+3.9
pts
+4.4
pts
TOP 5 RECRUITERS AT TET 2017
Source: Kantar Worldpanel – Households Panel – Urban 4 key cities & Rural Vietnam – FMCG Excluding Gifts – Tet 2017 vs. Tet 2016
Based on incremental penetration
URBAN
4 CITIES
RURAL
Instant Noodle
+2.9
pts

12. MEDIUM-SIZED
STREET SHOPS
SMALL
STREET
SHOPS
WET
MARKET
17%10%
36
24
10
6
15
3 6
12
RURALURBAN 4 CITIES
Source: Kantar Worldpanel – Households Panel – Urban 4 key cities & Rural Vietnam – FMCG excluding Gifts – Tet 2017 vs Tet 2016
STREET SHOPS ARE STILL THE KEY SHOPPING PLACE. HOWEVER, H&S ARE ALSO ONE
OF THE DRIVING FORCE OF TET GROWTH
9
67
16
3 5
MEDIUM-SIZED
STREET SHOPS
SMALL
STREET SHOPS
WET
MARKET
SPECIALTY
STORES
HYPERMARKET &
SUPERMARKET
MINIMARKET/
CVS
16% 2% 39% 5% 6%
% Value share
Tet 2017
Others Others
% Value growth
1% 13%
+9%
Value growth
Total channels
+4%
Value growth
Total channels

13. 13
© Kantar Worldpanel
EXECUTIVE SUMMARY
1. TET SEASON – AN OPPORTUNITY TO LEVERAGE GROWTH
The fact that Tet spending for FMCG almost doubles spending of a normal month. Packaged Foods and Beverages
are hot sectors in this season as these sectors contribute largely to consumers’ Tet basket. The peak shopping time fell
in 2 weeks before the first day of New Year.
2. TET SEASON – A GIFT-GIVING OCCASION
Gifting remains its importance in Vietnamese Tet year by year. Most of people plan to give gifts to others on the biggest
festival of the year. Gifting is also the key driver of Tet growth thanks to the uplift in value of gifts.
3. SHOPPER TRENDS IN TET 2017
o HIGHER BASKET VALUE each shopping occasion (versus normal month)
o SAME shopping frequency (versus normal month)
o PROVISION is key, yet H&S also work well in Tet (urban areas)

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