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Nielsen releases 2015 market and consumer report

Released at: 15:26, 28/01/2016

Nielsen releases 2015 market and consumer report

Report focuses on FMCG, consumer trends, and state of play for manufacturers.

by Son Ho

Nielsen has released its report summarizing the market and consumers in 2015, focusing on fast-moving consumer goods (FMCG) and trends among consumers as well as the advantages and disadvantages for manufacturers.

Volumes increased throughout 2015, unlike in 2013 and 2014 when there were months when it went into negative. The maximum nominal value growth between quarters was at 4.5 per cent, from the second quarter to the third quarter.

The Consumer Confidence Index (CCI) in the first three quarters was at 112, 104 and 105, respectively, while the Retailer Confidence Index (RCI) was 71, 72, and 76. There were no major changes but the numbers show that optimism among both consumers and retailers remains fragile.

The growth in Vietnam’s economy led to changes in consumer habits. As living conditions have increased the Health factor has become the most important for consumers when purchasing a product.

The was little change in retailers’ concerns, with the three most important being Consumer Off-Take, Competition, and Revenue/Margin.

From the retailers’ point of view there are a number of matters to note.

The beverage market grew strongly in 2015, with 9 per cent growth, whereas other products such as personal care, home care, and food only grew 1 to 2 per cent.

The number of small-format modern convenience stores tripled over the year, from 147 to 465.

Consumers now pay more attention to lifestyle quality and want to enjoy life as much as they can. Following tradition, however, many still put their money into savings, implying there are still a lot of products they can afford.

Rural areas were a source of growth last year. As urban markets have been exploited for a number of years manufacturers have tried to identify new markets.

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