Vietnamese Tet 2017: Exploring Tet shopping season

Tet 2017 hit double-digit growth in both Urban 4 cities and Rural Vietnam

Key highlights in Tet 2017:

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 thanks to their dominant contribution to consumers’ Tet basket. The peak shopping time falls in 2 weeks before the first day of the New Year.

Tet season – A gift-giving occasion

Gifting remains its importance in Vietnamese Tet and is also the key driver of Tet growth thanks to the uplift in value of gifts. Most of Vietnamese people plan for gifting on the biggest festival of the year.

Shopper trends in Tet 2017                                                                                                                       

• HIGHER BASKET VALUE each shopping occasion (versus normal month)
• SAME shopping frequency (versus normal month)
• STREET SHOPS are key, yet Hypermarket & Supermarket also work well in Tet (urban areas)