Energy drinks usage in Vietnam
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1/5 Vietnamese drink energy drinks eat least 4 times/week. Find more at: http://www.di-onlinesurvey.com/
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Energy drinks usage in Vietnam
- 1. STUDY ABOUT VIETNAM ENERGY DRINK BY DI-MARKETING (www.di-onlinesurvey.com) July, 2015
- 2. 1 SCOPE OF WORK This survey was conducted to study about the usage and attitude of Vietnamese toward energy drinks. Methodology: Online survey Fieldwork time: 3 days (10/07/2015 to 12/07/2015) Sample size: N = 1,054 Geography: 5 key cities • Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho
- 3. 2 KEY FINDINGS • Sting from Pepsi Co. is the most well-known energy drink •TV commercials (79%) is still the most effective marketing channel • Redbull – a product from Thailand - is dominating the industry • Majority Vietnamese choose an energy drink brand because it is tasty (66%) • Red dragon has the highest satisfaction while Number 1 gains the highest ratio of loyal consumer • 70% will introduce their energy drink brand to others •1/5 population use energy drink at least 4 times/week and 1/3 of them spend from $ 0.9 - $ 2.3 each time buying
- 4. 3 N=1054 DEMOGRAPHIC INFORMATION 6% 44% 27% 23% Under 18 18-25 26-30 Over 30 Age 32% 68% Male Female Gender 2% 3% 4% 17% 28% 45% Can Tho Hai Phong Da Nang Ha Noi Other Ho Chi Minh Place 4% 5% 5% 6% 10% 10% 29% 31% Job seeker/Retired Housewife Factory Worker Others Self-employed Engineer/Doctor/Teacher Officer Student Occupation
- 5. 4 9% 15% 16% 16% 16% 25% 36% 37% 52% 63% 81% 82% 84% Carabao Storm Monster energy X2 Rhino Red Tiger Wake-up 247 Lipovitan Samurai Red dragon Number 1 Redbull Sting Total 4% 13% 17% 13% 13% 16% 30% 39% 52% 58% 79% 82% 83% Ho Chi Minh 15% 18% 18% 23% 24% 36% 43% 34% 53% 58% 85% 81% 79% Ha Noi 11% 17% 15% 16% 16% 31% 40% 37% 52% 71% 82% 81% 87% Other STING, REDBULL AND NUMBER 1 ARE THE MOST WELL-KNOWN ENERGY DRINK IN VIETNAM Which energy drink brands below are you aware of? N=1054
- 6. 5 TV COMMERCIALS AND POINT OF SALES ARE MAIN SOURCES OF BRAND AWARENESS How do you know these brands? 79% 86% 80% 78% 76% 64% 63% 64% 65% 63% 45% 49% 40% 49% 48% 39% 34% 44% 44% 37% 37% 32% 41% 41% 31% 31% 28% 33% 38% 24% 17% 20% 27% 29% 5% 3% 3% 5% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total Under 18 18-25 26-30 Over 30 TV commercials I saw it at stores Friends/family suggest Newspaper/magazine ads Online Ads from web, forums,.. Outdoor ads Facebook ads Sale person introduce to me Others N=1054
- 7. 6 REDBULL IS DOMINANT ENERGY DRINK INDUSTRY IN VIETNAM WITH 42% MARKET SHARE which energy drink brand do you drink the most ? N=721 0% 0% 0% 0% 1% 2% 2% 2% 2% 4% 18% 27% 42% X2 Storm Red Tiger Carabao Monster energy Samurai Wake-up 247 Rhino Lipovitan Red dragon Number 1 Sting Redbull Total 0% 0% 0% 0% 2% 2% 2% 1% 3% 3% 12% 35% 41% Ho Chi Minh 0% 0% 0% 0% 0% 1% 0% 5% 1% 3% 23% 17% 50% Ha Noi 0% 0% 0% 0% 1% 2% 3% 1% 2% 6% 22% 24% 39% Other Sting is quite strong in Ho Chi Minh, while Number 1 is preferred by Hanoian
- 8. 7 REDBULL IS PENETRATING ENERGY DRINK MARKET WITH HIGHEST MARKET SHARE AND BRAND AWARENESS Which brands do you know? Which brands do you use the most ? 84% 82% 81% 63% 52% 37% 36% 25% 16% 16% 16% 15% 9% 27% 42% 18% 4% 2% 2% 2% 0% 2% 0% 1% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% N=721 Awareness Usage
- 9. 8 REDBULL CREATE A BIG GAP WITH OTHER PLAYERS IN VIETNAM ENERGY DRINK MARKET Sting Redbull Number 1 Red dragon SamuraiLipovitan N=721 Awareness Usage Low Low High High Which brands do you know? Which brands do you use the most ?
- 10. 9 TASTY (66%) AND DISTRIBUTION (51%) ARE 2 MOST IMPORTANT FACTORS FOR CHOOSING A BRANDS Why do you choose that brand? (brand drink the most) 2% 3% 15% 18% 24% 24% 31% 38% 40% 42% 46% 47% 51% 66% I don't use any Other Regular promotion I like their amazing ads Nice design/package Friends/relatives' suggestion Vitamin supply Refill energy quickly Trustworthy brand Many people use this Reasonable price Help me stay awake Good distribution Tasty N=721
- 11. 10 STING IS APPRECIATED FOR IT PRICE WHILE REDBULL IS CHOSEN BECAUSE IT HELP STAY AWAKE Why do you choose this brand ? 1% 1% 8% 12% 19% 16% 18% 24% 27% 41% 53% 33% 58% 69% I don't use any Other Regular promotion I like their amazing ads Nice design/package Friends/relatives' suggestion Vitamin supply Refill energy quickly Trustworthy brand Many people use this Reasonable price Help me stay awake Good distribution Tasty N = 198 1% 2% 12% 16% 23% 25% 34% 44% 46% 43% 38% 51% 47% 66% I don't use any Other Regular promotion I like their amazing ads Nice design/package Friends/relatives' suggestion Vitamin supply Refill energy quickly Trustworthy brand Many people use this Reasonable price Help me stay awake Good distribution Tasty N = 301 STING REDBULL
- 12. 11 NUMBER 1 IS CHOSEN BECAUSE OF ITS FLAVOR WHILE WIDE COVERAGE AND PRICE ARE ADVANTAGES OF RONG DO Why do you choose this brand ? NUMBER 1 RED DRAGON 3% 3% 25% 26% 24% 29% 40% 44% 46% 48% 56% 52% 54% 67% I don't use any Other Regular promotion I like their amazing ads Nice design/package Friends/relatives' suggestion Vitamin supply Refill energy quickly Trustworthy brand Many people use this Reasonable price Help me stay awake Good distribution Tasty N = 128 0% 0% 6% 16% 19% 26% 26% 13% 26% 19% 55% 45% 58% 48% I don't use any Other Regular promotion I like their amazing ads Nice design/package Friends/relatives' suggestion Vitamin supply Refill energy quickly Trustworthy brand Many people use this Reasonable price Help me stay awake Good distribution Tasty N = 31
- 13. 12 30% Tasty 27% Good price 26% Good quality 8% Normal 6% Too sweet 5% Trustworthy 5% Satisfied 36% Good quality 24% Good price 24% Tasty 17% Expensive 5% Satisfied 4% Normal 33% Quality products 33% Good price 27% Tasty 7% Expensive 13% Satisfied 2% Normal 2% Distribution What do you think about your most used brand? (spontaneously) N= 721 GOOD PRICE AND FLAVOR ARE MOST FACTORS TO WIN THE MARKET 52% Good price 35% High quality 29% Diversity and tasty 6% Expensive price 16% Good distribution 6% Less promotion 3% Normal
- 14. 13 80% ARE SATISFIED WITH THEIR CURRENT BRAND How do you feel about your current energy drink brand ? 22% 13% 25% 28% 23% 27% 54% 57% 54% 47% 61% 57% 23% 30% 21% 23% 16% 14% 1% 0% 0% 2% 0% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Sting Redbull Number 1 Red dragon Other N=721 Totally not satisfied Not satisfied Neutral Satisfied Totally satisfied Number 1 has highest Top Box consumers’ satisfaction level with 28%
- 15. 14 ONLY 11% ARE LOYAL WITH THEIR CURRENT BRAND 1% 1% 0% 1% 0% 2% 19% 22% 19% 13% 16% 19% 38% 44% 33% 40% 45% 33% 32% 31% 36% 28% 26% 32% 11% 3% 12% 18% 13% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Sting Redbull Number 1 Red dragon Other N=721 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 What is your intention of using this brands? Number 1 owns highest ratio of loyal consumer with 18% comparing with other players
- 16. 15 CONSUMERS ARE DEMANDING BRANDS OFFER MORE PROMOTION/DISCOUNT PROGRAM TO MAKE THEM HAPPIER Are there anything make you feel unhappy with your current brand ? 3% 4% 5% 11% 20% 23% 35% 45% Bad taste Bad distribution Untrustwothy Awful design Other Expensive Less product lines Less discount N=721 0% 2% 3% 7% 25% 15% 41% 49% N=198 3% 3% 2% 8% 14% 29% 32% 49% N=301 6% 0% 9% 22% 25% 19% 22% 34% N=128 20% 20% 40% 0% 20% 20% 40% 40% N=31 TOTAL 0% 20% 10% 20% 10% 40% 60% 30% N=63 STINGREDBULL NUMBER 1 RED DRAGON OTHER
- 17. 16 RED DRAGON HAS THE HIGHEST SATISFACTION WHILE NUMBER 1 GAIN HIGHEST LOYAL CONSUMERS Sting Redbull Number 1 Red dragon N=721 Loyalty Satisfaction Surprisingly, although Sting from Pepsi Co has big market share, it’s consumers’ satisfaction and loyalty indicator is the lowest one. High Low HighLow
- 18. 17 What’s your ability of introducing your current brand to others? 70% WILL INTRODUCE THEIR CURRENT BRAND TO OTHERS 5%3% 3% 4% 2% 0% 6% 26% 32% 25% 20% 29% 21% 43% 49% 42% 40% 29% 43% 27% 16% 29% 38% 42% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Sting Redbull Number 1 Red dragon Other N=721 Definitely recommend Will recommend Either recommend or not Not recommend Definitely not recommend
- 19. 18 How often do you use energy drink ? 1/5 USE ENERGY DRINK AT LEAST 4 TIMES/WEEK 9% 9% 10% 6% 10% 6% 8% 7% 10% 5% 10% 5% 19% 22% 21% 13% 13% 16% 18% 18% 18% 18% 16% 19% 26% 32% 23% 27% 19% 24% 8% 6% 8% 9% 23% 10% 12% 6% 11% 21% 10% 21% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Sting Redbull Number 1 Red dragon Other N=721 Everyday 4-6 times/week 2-3 times/week Once/week 2-3 times/month 1 month/once > 1 month/once
- 20. 19 1/4 SPEND FROM $0.5 - $ 0.9 EACH TIME BUYING ENERGY DRINK How much do you spend each time buying energy drink ? 5% 5% 2% 6% 25% 30% 14% 24% 19% 19% 20% 18% 23% 23% 27% 22% 25% 20% 34% 26% 4% 3% 4% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Ho Chi Minh Ha Noi Other N=721 Above $ 7.0 From $ 3.3 - $ 7.0 From $ 1.4 - $ 3.3 From $ 0.9 - $ 1.4 From $ 0.5 - $ 0.9 Under $ 0.5
- 21. 20 Where do you often buy energy drinks ? SUPERMARKET AND GROCERY STORE ARE CHANNELS PEOPLE BUY ENERGY DRINKS THE MOST 72% 75% 78% 66% 62% 58% 60% 67% 45% 54% 37% 39% 43% 34% 45% 52% 23% 17% 20% 30% 4% 6% 5% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total Ho Chi Minh Ha Noi Other N=721 Supermarket Grocery stores Convenient stores Beverages distributors Market Other
- 22. 21 When do you often drink energy drinks ? 55% DRINK ENERGY DRINKS ANYTIME THEY WANT 55% 52% 59% 54% 63% 47% 53% 49% 53% 63% 54% 51% 47% 47% 40% 59% 52% 46% 39% 51% 46% 36% 29% 36% 47% 48% 35% 3% 2% 7% 1% 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% Total Officer Student Engineer/Doctor /Teacher Self-employed Other N=721 Anytime I want When I go to coffee shop When I feel tired When I feel depressed When I do sport Other
- 23. 22 What you think about the statement “Drinking energy beverages is not good for health” ? 45% KNOW THE HARM OF DRINKING ENERGY BEVERAGES REGULARLY. HOWEVER, THEY STILL USE IT 7% 6% 5% 9% 6% 8% 11% 5% 11% 10% 40% 46% 43% 41% 31% 34% 29% 34% 33% 39% 11% 9% 13% 7% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 N=721 Totally agree Agree Neutral Disagree Totally disagree
- 24. 23 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. 24 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 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 Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 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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