Vietnamese Tet 2016 & Shopper Trends

Tet value nearly doubles value of a normal month

Key highlights in Tet 2016:

Tet season – Opportunity season

Tet is peak time for FMCG, especially Packaged Foods and Beverages as consumers tend to stock up grocery to use during Tet time. Tet value doubles or even triples value of a normal month for Packaged Foods and Beverages. And up to two-third of total Tet value fall into the last two weeks of Tet.

Better tet in urban but weaker in rural

Better Tet this year in Urban driven by real purchase while in Rural, Tet slows down with less gifting.

Less Gifting

Gifting slows down across regions, especially in Rural (-29%). There are less households receiving gift and less FMCG gifts received.

Shopper trends

• Bigger basket value and bulkier shopping trip.
• Key shopping places are still Provision Stores in Urban 4 cities and Ma & Pa in Rural.
• Top most popular FMCG categories received as gifts: Biscuits, Beer & Carbonated Soft Drink in Urban 4 cities while Biscuits, Beer & Cooking Oil in Rural Vietnam.