Alcoholic drinks experiences positive performance
Overall, alcoholic drinks experienced faster total volume growth rate in 2013 compared to 2012. All major categories – namely beer, wine and spirits – experienced improved performance against 2012. It is thanks to the higher influence of Western culture in the country as well as rising number of bars/pubs in big cities. On the contrary, cider and RTDs consumption remained negligible in Vietnam in 2013 as the majority of Vietnamese consumers are not knowledgeable about various international alcoholic drinks enough to be willing to try such novel drinks.
Marketing campaigns revolve around football events
As the target customers of most alcoholic drinks products in Vietnam are males, major marketing campaigns try to capture their favourite interests. Consequently, football games are amongst the most popular marketing channels. Many local players such as Saigon Alcohol Beer & Beverages Corp (Sabeco) organised their own national football competitions. In addition, the market saw the sponsorships from international brands such as Heineken, Foster’s and Budweiser for the most prestigious football leagues such as SEA Games 2013. In addition, Sapporo, a new beer player that has just penetrated the Vietnamese market since 2010, made an outstanding impression by getting Cong Vinh, a famous football player, to play for its Consadole Sapporo team.
International brands enhance their presence
In 2013, international players were involved in expanding their distribution networks as well as marketing and advertising activities (only for beer) to introduce their products to consumers. For example, Diageo Plc tried to establish its stronger presence in traditional channels, particularly food/drink/tobacco specialist retailers, to reach more consumers. However, local major players continued to dominate alcoholic drinks in 2013. Local players such as Saigon Alcohol Beer & Beverages Corp (Sabeco) and Hanoi Alcohol Beer & Beverages Corp (Habeco) invested heavily in production facilities to meet international standards, whilst trying to keep their prices at affordable levels in order to compete with international players.
On-trade remains the most popular distribution channel
With higher disposable incomes and busier lifestyles, consumers developed a habit of eating outside the home with family and friends over the weekends or after the workday. This trend provided a boost to alcoholic drinks as Vietnamese increasingly preferred socialising in restaurants, where beer is widely consumed. Wine and spirits, on the other hand, are consumed mainly in hotels, restaurants, bars, clubs, nightclubs, parties and events attended by more affluent consumers who are willing to pay for luxury drinks.
A positive outlook on the horizon
It is expected that alcoholic drinks in Vietnam will continue to grow strongly over the forecast period. Vietnam, with a young population and an increasing number of working-class consumers, is expected to see growing demand for alcoholic drinks over the forecast period. Moreover, there will be a shift towards more premium products over the years. There will be premium products introduced in beer, wine and spirits to replace low-end products, as there is a tendency amongst consumers to prefer premium products as an indication of their knowledge of alcoholic drinks and social status.
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The Alcoholic 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
- Production, imports by origin, exports by destination
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Alcoholic Drinks in Vietnam?
- What are the major brands in Vietnam?
- Have there been any alcoholic drinks legislative changes over the past 12 months?
- How is the alcoholic drinks industry affected by the recession?
- What is consumed more; beer, wine or spirits?
- What have been the key trends seen in new product developments?
- Do alcoholic drinks consumers want value for money or added value?
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This industry report originates from Passport, our Alcoholic Drinks market research database.