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目次

Abstract

OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks industry in Vietnam with research from Euromonitor's team of in-country analysts.

The Soft Drinks in Vietnam market research report includes:

• Analysis of key supply-side and demand trends
• Detailed segmentation of international and local products
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

• What is the market size of Soft Drinks in Vietnam?
• What are the major brands in Vietnam?
• What potential exists for multinational vs. local soft drinks companies looking to increase market share?
• How have changing social attitudes affected soft drink sales?
• How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

Why buy this report?

• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply functions

EXECUTIVE SUMMARY

Healthy drinks are a great boost to sales

As soft drinks developed, consumers became more aware of their food intake. Consumer concerns about the amount of sugar or calories, or artificial ingredients in their food continued to rise. As a result, healthy drinks such as RTD tea and fruit/vegetable juice gained more attention from consumers. In fact, RTD tea recorded the highest total volume sales growth in soft drinks in 2011 due to its healthy image. In contrast, carbonates growth, although still registering a positive growth rate, showed signs of slowing down, as consumers started to shift from carbonates to healthier options.

Marketing plays a key role to attract consumers

The soft drinks environment experienced more intense competition in 2011, with more sophisticated product ranges and increasing numbers of players. Domestic manufacturers found it very difficult to make their brands stand out, not to mention competing with international players. As a result, marketing activities played a very important role in soft drinks. Manufacturers had to continuously be creative and devise marketing campaigns to promote their products to attract consumers.

Tan Hiep Phat Group further strengthens its leading position

Soft drinks in Vietnam experienced a very intense competitive environment. International companies had long dominated sales. Domestic and local manufacturers found it very difficult to survive. Despite all the difficulties, Tan Hiep Phat Group successfully maintained its leading position in retail volume and value sales terms in 2011. The company possessed the profound understanding of Vietnam soft drinks and consumer behaviour. Moreover, innovative and aggressive marketing activities also helped the company consolidate its position.

Independent small grocers remains the key distribution channel

Although modern trade channels such as supermarkets and hypermarkets gradually gained share at the expense of independent small grocers, the latter remained as the key distribution channel in soft drinks in 2011. Independent small grocers are mostly located in neighbourhood areas, which make it very convenient for consumers to pass by and make purchase.

Soft drinks due to display healthy growth over the forecast period

Over the forecast period, soft drinks is expected to see rising demand from consumers. Thus, Vietnam proves to be a highly potential market for soft drinks manufacturers. The main drive for growth is expected to come from healthy products, such as RTD tea and fruit/vegetable juice. Mature categories such as carbonates are also expected to see healthy growth, due to the expansion of consumer foodservice.

METHODOLOGY

Global insight and local knowledge

With 40 years' experience of developed and emerging markets, Euromonitor International's research method is built on a unique combination of specialist industry knowledge and in-country research expertise.

This approach is what enables us to achieve our goal of building a market consensus view of size, shape and trends across the full distribution universe of each category. We factor in whichever channels are relevant, from large-scale grocery to direct sellers, from discount stores to local mom-and-pop outlets.

Industry specialists

Each industry we cover is managed by an Industry Manager and team of Industry Analysts who research and report on their specialist categories all year round.

Our collaborative approach to research means that these industry teams are in constant dialogue with industry players and opinion formers. The planning of our research programmes reflects latest market trends and industry events. In completing each update project, this provides invaluable input to the testing, review and finalisation of our data.

The specialist in-house teams bring together findings from all stages of the annual research process. They work closely with in-country analysts, assess and challenge data and exercise final editorial control over the publication of new data and analysis.

Country and regional analysts

Our in-country analyst network is managed by country and regional analysts in our offices around the world. Working closely with each in-country team, the regional research management team ensures that all country researchers are well schooled in best practices, from the information collected in store checks, to the dialogue we build in trade surveys. Our country analysts ensure that national reports explain the data trends and provide clear insights into the local market's dynamics.

In-country research network

To deliver fresh insights every year in countries all around the world, we believe the strongest approach is to use analysts on the ground. They bring fluency in local language, physical proximity to the best sources, an ability to engage directly with local industry contacts, and an awareness of how the products and services we study are advertised, sold and consumed. These are essential parts of our ability to report incisively on these markets.

Research methods

Each Euromonitor International industry report is based on a core set of research techniques:

• Desk research
• Store checks
• Trade survey
• Company analysis
• Forecasts
• Data validation
• Market analysis

Table of Contents

Soft Drinks in Vietnam - Industry Overview

EXECUTIVE SUMMARY

• Healthy drinks are a great boost to sales
• Marketing plays a key role to attract consumers
• Tan Hiep Phat Group further strengthens its leading position
• Independent small grocers remains the key distribution channel
• Soft drinks due to display healthy growth over the forecast period

KEY TRENDS AND DEVELOPMENTS

• Health and wellness is a main factor for growth
• Small independent grocers plays a major role in distributing soft drinks products
• RTD tea is a major factor in a changing competitive landscape
• Consumer foodservice is a growth booster
• Private label is a new growth regime

MARKET DATA

• Table 1. Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2006-2011
• Table 2. Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2006-2011
• Table 3. Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2006-2011
• Table 4. Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2006-2011
• Table 5. Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2011
• Table 6. Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2011
• Table 7. Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2011
• Table 8. Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2011
• Table 9. Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2006-2011
• Table 10. Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth 2006-2011
• Table 11. Off-trade Sales of Soft Drinks by Category: Value 2006-2011
• Table 12. Off-trade Sales of Soft Drinks by Category: % Value Growth 2006-2011
• Table 13. Company Shares of Off-trade Soft Drinks (as sold) by Volume 2007-2011
• Table 14. Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2008-2011
• Table 15. Company Shares of Off-trade Soft Drinks (RTD) by Volume 2007-2011
• Table 16. Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2008-2011
• Table 17. Company Shares of Off-trade Soft Drinks by Value 2007-2011
• Table 18. Brand Shares of Off-trade Soft Drinks by Value 2008-2011
• Table 19. Off-trade Sales of Soft Drinks by Category and Distribution Format: % Analysis 2011
• Table 20. Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2011-2016
• Table 21. Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2011-2016
• Table 22. Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2011-2016
• Table 23. Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2011-2016
• Table 24. Forecast Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2011-2016
• Table 25. Forecast Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth 2011-2016
• Table 26. Forecast Off-trade Sales of Soft Drinks by Category: Value 2011-2016
• Table 27. Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2011-2016

APPENDIX

• Fountain sales in Vietnam
  • Table 28. Sales of Soft Drinks by Fountain On-trade through C-Store vs Other Fountain On-trade: Volume 2006-2011
  • Table 29. Sales of Soft Drinks by Fountain On-trade through C-Store vs Other Fountain On-trade: % Volume Growth 2006-2011
  • Table 30. Sales of Carbonates by Fountain On-trade through C-Store vs Other Fountain On-trade: Volume 2006-2011
  • Table 31. Sales of Carbonates by Fountain On-trade through C-Store vs Other Fountain On-trade: % Volume Growth 2006-2011
  • Table 32. Forecast Sales of Soft Drinks by Fountain On-trade through C-Store vs Other Fountain On-trade: Volume 2011-2016
  • Table 33. Forecast Sales of Soft Drinks by Fountain On-trade through C-Store vs Other Fountain On-trade: % Volume Growth 2011-2016
  • Table 34. Forecast Sales of Carbonates by Fountain On-trade through C-Store vs Other Fountain On-trade: Volume 2011-2016
  • Table 35. Forecast Sales of Carbonates by Fountain On-trade through C-Store vs Other Fountain On-trade: % Volume Growth 2011-2016

SOURCES

• Summary 1. Research Sources

Soft Drinks in Vietnam - Company Profiles

Interfood Shareholding Co in Soft Drinks (Vietnam)

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 3. Interfood Shareholding Co: Competitive Position 2011

Saigon Beverages JSC (Tribeco) in Soft Drinks (Vietnam)

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 6. Saigon Beverages JSC (Tribeco): Competitive Position 2011

Saigon Pure Water Pte Enterprise in Soft Drinks (Vietnam)

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 8. Saigon Pure Water Pte Enterprise: Competitive Position 2011

Tan Hiep Phat Group in Soft Drinks (Vietnam)

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 10. Tan Hiep Phat Group: Competitive Position 2011

Vietnam Dairy Products JSC (Vinamilk) in Soft Drinks (Vietnam)

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 13. Vietnam Dairy Products JSC (Vinamilk): Competitive Position 2011

Vinh Hao Mineral Water JSC in Soft Drinks (Vietnam)

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 15. Vinh Hao Mineral Water JSC: Competitive Position 2011

Asian Speciality Drinks in Vietnam - Category Analysis

HEADLINES

TRENDS

• As Asian still RTD contributed to the majority share of volume sales of Asian speciality sales, the rapid growth of Asian still RTD tea led to the development of Asian speciality drinks. Due to the increasing awareness of health and wellness issues, Asian still RTD recorded an impressive growth rate over the review period. Asian still RTD was the focus of soft drinks manufacturers, with many new product developments and innovations, together with dynamic marketing activities.

COMPETITIVE LANDSCAPE

• As mentioned above, Asian still RTD accounted for the majority sales of Asian speciality drinks. Hence, Tan Hiep Phat was a leading player in RTD tea, and also a leader in Asian speciality drinks. In 2011, Tan Hiep Phat accounted for 39% share of off-trade value sales of Asian speciality drinks, due to the huge success of Dr Thanh and Zero Degree Green Tea. URC Vietnam ranked second, with its C2 Cool & Clean RTD tea brand.

PROSPECTS

• Asian speciality drinks is expected to display a total volume CAGR of 16% over the forecast period. The growth is mainly supported by the development of Asian still RTD tea which is set to see a high positive growth rate. Demand for Asian speciality drinks will be bolstered by rising awareness of health and wellness issues in Vietnam, as well as the dynamic marketing activities of manufacturers for such products.

CATEGORY DATA

• Table 36. Off-trade Sales of Asian Speciality Drinks by Category: Volume 2006-2011
• Table 37. Off-trade Sales of Asian Speciality Drinks by Category: Value 2006-2011
• Table 38. Off-trade Sales of Asian Speciality Drinks by Category: % Volume Growth 2006-2011
• Table 39. Off-trade Sales of Asian Speciality Drinks by Category: % Value Growth 2006-2011
• Table 40. Company Shares of Asian Speciality Drinks by Off-trade Volume 2007-2011
• Table 41. Brand Shares of Asian Speciality Drinks by Off-trade Volume 2008-2011
• Table 42. Company Shares of Asian Speciality Drinks by Off-trade Value 2007-2011
• Table 43. Brand Shares of Asian Speciality Drinks by Off-trade Value 2008-2011
• Table 44. Forecast Off-trade Sales of Asian Speciality Drinks by Category: Volume 2011-2016
• Table 45. Forecast Off-trade Sales of Asian Speciality Drinks by Category: Value 2011-2016
• Table 46. Forecast Off-trade Sales of Asian Speciality Drinks by Category: % Volume Growth 2011-2016
• Table 47. Forecast Off-trade Sales of Asian Speciality Drinks by Category: % Value Growth 2011-2016

Bottled Water in Vietnam - Category Analysis

HEADLINES

TRENDS

• Since 2008, the Vietnamese authorities have been stricter with regards to bottled water production, as there were many cases of unsafe water and practices reported in the public media such as newspapers, magazines or television. Many small private manufacturers of bottled water were forced to close down between 2008 and 2011 as these producers failed to meet the requirement of health standards issued by the Ministry of Health. As bottled water became better regulated, consumers placed more confidence and trust in its quality.

COMPETITIVE LANDSCAPE

• La Vie Joint Venture Co led bottled water in 2011 with a 27% retail value share. The company possesses an extensive nationwide distribution network and also has strong marketing activities, which emphasises the freshness and quality of the brand. In fact, La Vie has a longstanding presence in the country and is always known for its good quality products and reasonable prices.

PROSPECTS

• Over the forecast period, bottled water is expected to see a total volume CAGR of 16%. Despite the development of relatively new categories such as RTD tea and fruit/vegetable juice, bottled water is still a good and low-priced option for consumers who are looking to quench their thirst. Rising demand for bottled water is also in line with the increasing health and wellness trend in Vietnam.

CATEGORY DATA

• Institutional Bottled Water Sales
• Table 48. Sales of Bottled Water to Institutional Channel 2005-2011
• Table 49. Off-trade Sales of Bottled Water: Volume 2006-2011
• Table 50. Off-trade Sales of Bottled Water: Value 2006-2011
• Table 51. Off-trade Sales of Bottled Water: % Volume Growth 2006-2011
• Table 52. Off-trade Sales of Bottled Water: % Value Growth 2006-2011
• Table 53. Company Shares of Bottled Water by Off-trade Volume 2007-2011
• Table 54. Brand Shares of Bottled Water by Off-trade Volume 2008-2011
• Table 55. Company Shares of Bottled Water by Off-trade Value 2007-2011
• Table 56. Brand Shares of Bottled Water by Off-trade Value 2008-2011
• Table 57. Forecast Off-trade Sales of Bottled Water: Volume 2011-2016
• Table 58. Forecast Off-trade Sales of Bottled Water: Value 2011-2016
• Table 59. Forecast Off-trade Sales of Bottled Water: % Volume Growth 2011-2016
• Table 60. Forecast Off-trade Sales of Bottled Water: % Value Growth 2011-2016

Carbonates in Vietnam - Category Analysis

HEADLINES

TRENDS

• In 2011, although consumers became more conscious about health and wellness issues, carbonates continued to enjoy stable growth rates in term of total volume sales. Consumers still felt that carbonates were not good for their health but they still liked to consume these drinks when they had the chance. Moreover, the rapid development of consumer foodservice in Vietnam also helped to generate demand for carbonates. When dining out, consumers usually order carbonates to drink.

COMPETITIVE LANDSCAPE

• In 2011, PepsiCo Vietnam (PIVN) continued to lead carbonates with 41% share of off-trade value sales. It was followed by Coca-Cola Beverages Vietnam with 33% off-trade value share. The success of PepsiCo Vietnam was due to its strong reputation in the country as a result of its continuous advertising and marketing activities. The company was attentive to changes or new trends and was fast to adapt its marketing strategies accordingly. Furthermore, the company also has an extensive distribution network throughout the country.

PROSPECTS

• Over the forecast period, carbonates is expected to see a moderate growth rate with a total volume CAGR of 2%. It is due to the fact that Vietnamese consumers will become more health-conscious in conjunction with rising living standards and increased disposable household incomes. Consumers are likely to be more cautious about their calorie intake as they try to prevent heart disease and diabetes. Moreover, consumers will have more options to choose for soft drinks, such as many healthier alternatives like RTD tea or fruit/vegetable juice.

CATEGORY DATA

• Table 61. Low Calorie Carbonates by Subsector
• Table 62. Off-trade Sales of Carbonates by Category: Volume 2006-2011
• Table 63. Off-trade Sales of Carbonates by Category: Value 2006-2011
• Table 64. Off-trade Sales of Carbonates by Category: % Volume Growth 2006-2011
• Table 65. Off-trade Sales of Carbonates by Category: % Value Growth 2006-2011
• Table 66. On-trade vs Off-trade Sales of Carbonates: Volume 2006-2011
• Table 67. On-trade vs Off-trade Sales of Carbonates: Value 2006-2011
• Table 68. On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2006-2011
• Table 69. On-trade vs Off-trade Sales of Carbonates: % Value Growth 2006-2011
• Table 70. Off-trade Sales of Low Calorie Cola Carbonates by Category: % Volume Breakdown 2006-2011
• Table 71. Company Shares of Carbonates by Off-trade Volume 2007-2011
• Table 72. Brand Shares of Carbonates by Off-trade Volume 2008-2011
• Table 73. Company Shares of Carbonates by Off-trade Value 2007-2011
• Table 74. Brand Shares of Carbonates by Off-trade Value 2008-2011
• Table 75. Forecast Off-trade Sales of Carbonates by Category: Volume 2011-2016
• Table 76. Forecast Off-trade Sales of Carbonates by Category: Value 2011-2016
• Table 77. Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2011-2016
• Table 78. Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2011-2016

Concentrates in Vietnam - Category Analysis

HEADLINES

TRENDS

• Over the review period, concentrates was not as popular as other categories in soft drinks, due to the negative consumer perception regarding this product. Many consumers perceived concentrates to have high sugar content, artificial colourings and flavours with little nutritional value. Consumers tended to opt for fruit juice, rather than drinks made from concentrates. As such, per capita consumption of concentrates remained low in 2011.

COMPETITIVE LANDSCAPE

• In 2011, Nestle Vietnam Ltd continued to lead concentrates, to account for 41% share of off-trade value sales. Nestle was the pioneer to introduce instant ice tea in the country. Its product - Nestea quickly gained popularity due to the strong brands and marketing efforts. In 2011, Nestea still enjoyed high brand awareness and further strengthen its leading position.

PROSPECTS

• Over the forecast period, sales of concentrates are expected to witness a total volume CAGR of 9%. Despite the negative perception from consumers, concentrates is expected to see rising demand, as it offers a cheap, quick and convenient thirst quenching solution for consumers. In addition, growth may be fostered by the changing lifestyles of Vietnamese consumers. As they become more exposed to Western lifestyles, concentrates offers potential as a good mixer for drinks and cocktails.

CATEGORY DATA

• Concentrates Conversions
• Summary 16 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
• Table 79. Off-trade Sales of Concentrates (as sold) by Category: Volume 2006-2011
• Table 80. Off-trade Sales of Concentrates (as sold) by Category: % Volume Growth 2006-2011
• Table 81. Off-trade Sales of Concentrates (RTD) by Category: Volume 2006-2011
• Table 82. Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2006-2011
• Table 83. Off-trade Sales of Concentrates by Category: Value 2006-2011
• Table 84. Off-trade Sales of Concentrates by Category: % Value Growth 2006-2011
• Table 85. Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2007-2011
• Table 86. Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2008-2011
• Table 87. Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2007-2011
• Table 88. Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2008-2011
• Table 89. Company Shares of Concentrates (RTD) by Off-trade Volume 2007-2011
• Table 90. Brand Shares of Concentrates (RTD) by Off-trade Volume 2008-2011
• Table 91. Company Shares of Concentrates by Off-trade Value 2007-2011
• Table 92. Brand Shares of Concentrates by Off-trade Value 2008-2011
• Table 93. Forecast Off-trade Sales of Concentrates (as sold) by Category: Volume 2011-2016
• Table 94. Forecast Off-trade Sales of Concentrates (as sold) by Category: % Volume Growth 2011-2016
• Table 95. Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2011-2016
• Table 96. Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2011-2016
• Table 97. Forecast Off-trade Sales of Concentrates by Category: Value 2011-2016
• Table 98. Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2011-2016

Fruit/Vegetable Juice in Vietnam - Category Analysis

HEADLINES

TRENDS

• In 2011, fruit/vegetable juice became increasingly popular in Vietnam, due to the increasing awareness of health and wellness issues. Consumers believed that fruit/vegetable juice was good to consume, as this products is high in vitamins and minerals which are very good for the heart and skin. Taking this chance, many manufacturers launched their fruit/vegetable juice products in many flavours.

COMPETITIVE LANDSCAPE

• Vietnam Dairy Products JSC (Vinamilk) continued to lead fruit/vegetable juice in 2011 with a 25% share in off-trade value terms. This was due to its well-known and trusted Vinamilk brand and its extensive distribution network. The majority of Vietnamese consumers are all familiar with many of Vinamilk's products. Despite being a local manufacturer, the company was fast in recognising and adapting to certain trends. Previously being known only for dairy products, Vietnam Dairy Products started diversifying its product portfolio in other categories, particularly fruit/vegetable juice. Toward the end of the review period, its products in fruit/vegetable juice gained considerable success.

PROSPECTS

• The Vietnamese economy will see a better performance because the government office is expected to exploit various economic and financial tools to control high inflation and the fluctuation of the exchange rate. Vietnamese consumers will experience a rising standard of living and increasing disposable household income. These factors will also lead to better education and higher consumer awareness toward health and wellness. Therefore, consumers are likely to show more concerns regarding their calorie intake.

CATEGORY DATA

• Table 99. Off-trade Sales of Fruit/Vegetable Juice by Category: Volume 2006-2011
• Table 100. Off-trade Sales of Fruit/Vegetable Juice by Category: Value 2006-2011
• Table 101. Off-trade Sales of Fruit/Vegetable Juice by Category: % Volume Growth 2006-2011
• Table 102. Off-trade Sales of Fruit/Vegetable Juice by Category: % Value Growth 2006-2011
• Table 103. Leading Flavours for 100% Juice: % Volume Breakdown 2006-2011
• Table 104. Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2006-2011
• Table 105. Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2006-2011
• Table 106. % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2010
• Table 107. Chilled Vs Ambient Reconstituted 100% Juice: % Volume Analysis 2006-2011
• Table 108. Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2007-2011
• Table 109. Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2008-2011
• Table 110. Company Shares of Fruit/Vegetable Juice by Off-trade Value 2007-2011
• Table 111. Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2008-2011
• Table 112. Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: Volume 2011-2016
• Table 113. Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: Value 2011-2016
• Table 114. Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: % Volume Growth 2011-2016
• Table 115. Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: % Value Growth 2011-2016

RTD Coffee in Vietnam - Category Analysis

HEADLINES

TRENDS

• In 2011, RTD displayed 12% growth of total volume sales, which was marginally slower, compared to 2010. Despite manufacturers' efforts to push sales, consumers still could not become acquainted with the taste of RTD coffee. RTD coffee was perceived as having an artificial taste and much less appealing than the taste of instant or filter coffee. As a result, sales of RTD coffee slowed down in 2011 as some consumers lost interest.

COMPETITIVE LANDSCAPE

• Ajinomoto Co Inc with its Birdy brand continued to lead the category with 43% share of off-trade value sales in 2011, followed by Dona New Tower JV Co with 30% share. Birdy was introduced into Vietnam in 2008, and since then has quickly became the leading brand. This was due to the company's active marketing activities. Ajinomoto had launched several activities, especially giving samples to encourage consumers to try its product. In 2011, Ajinomoto not only recorded the biggest increase in off-trade value sales in 2011, due to the strong marketing activities, but also gained three percentage points in value share.

PROSPECTS

• Over the forecast period, RTD coffee is expected to see higher demand from busy consumers. As demand grows, the category will see the participation of many new players and the competitive landscape is expected to become more intense. Most manufacturers are expected to invest in marketing and public relation activities to enhance consumer awareness for their brands as well as to increase retail sales.

CATEGORY DATA

• Table 116. Off-trade Sales of RTD Coffee: Volume 2006-2011
• Table 117. Off-trade Sales of RTD Coffee: Value 2006-2011
• Table 118. Off-trade Sales of RTD Coffee: % Volume Growth 2006-2011
• Table 119. Off-trade Sales of RTD Coffee: % Value Growth 2006-2011
• Table 120. Company Shares of RTD Coffee by Off-trade Volume 2007-2011
• Table 121. Brand Shares of RTD Coffee by Off-trade Volume 2008-2011
• Table 122. Company Shares of RTD Coffee by Off-trade Value 2007-2011
• Table 123. Brand Shares of RTD Coffee by Off-trade Value 2008-2011
• Table 124. Forecast Off-trade Sales of RTD Coffee: Volume 2011-2016
• Table 125. Forecast Off-trade Sales of RTD Coffee: Value 2011-2016
• Table 126. Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2011-2016
• Table 127. Forecast Off-trade Sales of RTD Coffee: % Value Growth 2011-2016

RTD Tea in Vietnam - Category Analysis

HEADLINES

TRENDS

• In 2011, RTD tea continued to display the robust growth of 33% in total volume terms, which was the highest growth within soft drinks. During the review period, consumers showed great interest in RTD tea as they perceived it as a refreshing and healthy drink to consume. The strong demand for RTD tea was also in line with the rising trend of Vietnamese trying to control their calorie intake and cut down on carbonates. Most manufacturers advertised RTD tea as being low in sugar and containing vitamins and minerals which can prevent heart disease, obesity and dental problems.

COMPETITIVE LANDSCAPE

• Tan Hiep Phat Group continued to lead RTD tea in 2011 with 41% share of off-trade value sales in 2011. The company is known for its aggressive marketing strategies, a strong and extensive distribution network, and more importantly, its technological innovation. The company invested heavily in technologies to boost its production rate and reduce waste.

PROSPECTS

• Over the forecast period, RTD tea is expected to display see a total volume CAGR of 16%. The growth will be still fostered by the emerging trend of health and wellness in Vietnam. Economic development and improving standards of living will also help to boost sales growth as Vietnamese consumers have more disposable income to spend on products. Moreover, with better health education, consumers will find RTD tea more beneficial, due to its various health benefits. In addition, due to its potential, RTD tea will receive many investments from manufacturers to stimulate consumer consumption.

CATEGORY DATA

• Table 128. Off-trade Sales of RTD Tea by Category: Volume 2006-2011
• Table 129. Off-trade Sales of RTD Tea by Category: Value 2006-2011
• Table 130. Off-trade Sales of RTD Tea by Category: % Volume Growth 2006-2011
• Table 131. Off-trade Sales of RTD Tea by Category: % Value Growth 2006-2011
• Table 132. Leading Flavours for RTD Tea: % Volume Breakdown 2006-2011
• Table 133. Company Shares of RTD Tea by Off-trade Volume 2007-2011
• Table 134. Brand Shares of RTD Tea by Off-trade Volume 2008-2011
• Table 135. Company Shares of RTD Tea by Off-trade Value 2007-2011
• Table 136. Brand Shares of RTD Tea by Off-trade Value 2008-2011
• Table 137. Forecast Off-trade Sales of RTD Tea by Category: Volume 2011-2016
• Table 138. Forecast Off-trade Sales of RTD Tea by Category: Value 2011-2016
• Table 139. Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2011-2016
• Table 140. Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2011-2016

Sports and Energy Drinks in Vietnam - Category Analysis

HEADLINES

TRENDS

• In general, sports and energy drinks has a smaller consumer base in the comparison with other soft drinks categories. This was mainly due to its later arrival and its higher prices compared to carbonates and fruit/vegetable juice. Sports drinks was only popular among serious sports enthusiasts because normal sports players preferred to choose bottled water instead of sport drinks due to the cheaper price of bottled water. Energy drinks products were usually consumed when people need an energy boost.

COMPETITIVE LANDSCAPE

• PepsiCo Vietnam (PIVN) continued to lead sports and energy drinks in 2011 recording 37% share of off-trade value sales. Its Sting brand was a leader in energy drinks, while 7-Up Revive was a pioneer in sports drinks. Asides from its portfolio of established brands, PepsiCo Vietnam had a very strong advertising and public relation activities, which most proved to be very attractive to consumers especially young population. Furthermore, it continuously built a strong distribution network throughout the countries to enhance its presence. As a result, PepsiCo Vietnam was also the company that registered the biggest increase in value sales in 2011, gaining one percentage point.

PROSPECTS

• Sports and energy drinks is expected to display a total volume CAGR of 4% over the forecast period. Growth will be fostered by increasing awareness of health and wellness issues. Due to economic development, consumers will have more disposable income and are likely to pay more attention to their appearance. Many people, especially those in urban areas, will play sports or go to gym to work out to improve their fitness. Hence, consumers will become more aware of the presence of sports and energy drinks.

CATEGORY DATA

• Table 141. Off-trade Sales of Sports and Energy Drinks by Category: Volume 2006-2011
• Table 142. Off-trade Sales of Sports and Energy Drinks by Category: Value 2006-2011
• Table 143. Off-trade Sales of Sports and Energy Drinks by Category: % Volume Growth 2006-2011
• Table 144. Off-trade Sales of Sports and Energy Drinks by Category: % Value Growth 2006-2011
• Table 145. Company Shares of Sports and Energy Drinks by Off-trade Volume 2007-2011
• Table 146. Brand Shares of Sports and Energy Drinks by Off-trade Volume 2008-2011
• Table 147. Company Shares of Sports and Energy Drinks by Off-trade Value 2007-2011
• Table 148. Brand Shares of Sports and Energy Drinks by Off-trade Value 2008-2011
• Table 149. Forecast Off-trade Sales of Sports and Energy Drinks by Category: Volume 2011-2016
• Table 150. Forecast Off-trade Sales of Sports and Energy Drinks by Category: Value 2011-2016
• Table 151. Forecast Off-trade Sales of Sports and Energy Drinks by Category: % Volume Growth 2011-2016
• Table 152. Forecast Off-trade Sales of Sports and Energy Drinks by Category: % Value Growth 2011-2016

「ベトナムのソフトドリンク市場」は2012年04月17日にユーロモニター・インターナショナルより発行されました。 当レポートは税抜￥196,593より販売しています。