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Country Report

Vietnam Flag Bakery in Vietnam

| Pages: 69

Price: US$2,100

About this Report

Executive Summary

Baked Goods

TRENDS

  • Over the review period, Vietnamese consumers paid more attention to health and wellness thanks to better living standards, higher income and better education through the media and internet. This trend has been growing, especially in big cities such as Ho Chi Minh City and Hanoi. In response to this, manufacturers have launched many new products, which they claim have certain nutrition supplements. For example, in 2014-2015, Huu Nghi Food JSC introduced two new products under its existing Staff brand, including Staff Sot Pho Mai Cha Bong and Staff Cha Bong. These products were advertised as containing calcium supplements, no colouring and no trans fat.

COMPETITIVE LANDSCAPE

  • Kinh Do Corp continued its category leadership with a 12% value share in both 2014 and 2015. The company has many competitive advantages in baked goods including its long-term presence in the country, its reputation for good-quality Vietnamese products, a nationwide distribution network, and a diverse product portfolio in baked goods, confectionery and biscuits. Besides this, the company is active in marketing activities such as television ads on national channels including HTV7 and HTV9. It has also benefited from the government’s policy of encouraging Vietnamese consumers to use Vietnamese products. Thus, in the review period, the company still led in baked goods. However, at the end of 2014, the company announced that it would sell an 80% share of its confectionery business, including baked goods and biscuits, to Mondelez International Inc. This transaction was expected to be completed in the middle of 2015.

PROSPECTS

  • In 2015-2020, many Vietnamese consumers are expected to pay more attention to product origins and quality, including those of baked goods. The rising consumer concern about food hygiene and safety, higher living standards, higher income and better education will be the key drivers supporting this trend. Indeed, at the end of 2015, many foodservice outlets especially street vendors, which offer unpackaged baked goods, still did not meet food hygiene and safety standards.

Biscuits

TRENDS

  • The trend towards more premium branded biscuits started in 2010 and continued into 2014. Better living standards, increasing consumer awareness of health and wellness, and growing concern for food hygiene were the key factors that supported this trend. Local media reported many cases of food poisoning and food products with harmful ingredients, which made consumers more cautious when choosing food products. Many Vietnamese consumers believe quality is aligned to price and are willing to pay for expensive products. In general, thanks to these reasons, premiumisation in biscuits continued in 2014.

COMPETITIVE LANDSCAPE

  • Kinh Do Corp remained the leading player with a 37% value share in 2014. The company ranked first in both savoury biscuits/crackers and sweet biscuits with 55% and 32% value shares in 2014, respectively. The good reputation, strong brand equity and well diversified product portfolio were the company’s competitive advantages. Furthermore, the company possessed an efficient distribution network across 64 cities of Vietnam covering both modern and traditional channels. Compared to other rivals in biscuits, Kinh Do Corp was more active in terms of marketing and promotional activities especially for special occasions such as the Lunar New Year.

PROSPECTS

  • Over the forecast period, biscuits is expected to register a CAGR of 6% in constant value terms. This high expectation is supported by the anticipated economic recovery, higher living standards and increasing premiumisation in biscuits. Furthermore, manufacturers are likely to launch new product developments and marketing and promotional activities to help stimulate demand for biscuits and boost sales.

Breakfast Cereals

TRENDS

  • In 2014-2015, the trend of health and wellness was the most prevailing trend in breakfast cereals. The majority of breakfast cereal products were advertised as providing many types of nutrition such as fibre and vitamins. Furthermore, thanks to the increased sophistication in consumer demand and the higher exposure to Western lifestyles, more Vietnamese consumers became familiar with breakfast cereals. Busier lifestyles among the young also had a positive impact on consumer demand for this category.

COMPETITIVE LANDSCAPE

  • Kellogg Co retained its leadership in breakfast cereals with a 71% value share in both 2014 and 2015. The company has a wide product variety in the category as well as a good distribution network. Consumers can easily find its products in most supermarkets/hypermarkets/convenience stores in big cities such as Ho Chi Minh City. Its attractive packaging and good product quality are its other competitive advantages. Thus, the company not only strengthened its leading position but also recorded the highest retail value growth rate in 2015.

PROSPECTS

  • Breakfast cereals is expected to continue to gain more popularity among Vietnamese consumers in the forecast period, mainly thanks to the greater exposure to Western lifestyles. The expectation of a better economy, better income, busier lifestyles and efforts from manufacturers in promoting the consumption of these products are other key drivers for the category.

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Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bakery industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bakery 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 Bakery in Vietnam?
  • What are the major brands in Vietnam?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Bakery in Vietnam - Category Analysis

BAKED GOODS IN VIETNAM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Baked Goods by Category: Volume 2009-2014
  • Table 2 Sales of Baked Goods by Category: Value 2009-2014
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2009-2014
  • Table 5 Sales of Packaged/Industrial Bread by Type: % Value Breakdown 2009-2014
  • Table 6 Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2009-2014
  • Table 7 NBO Company Shares of Baked Goods: % Value 2010-2014
  • Table 8 LBN Brand Shares of Baked Goods: % Value 2011-2014
  • Table 9 Distribution of Baked Goods by Format: % Value 2009-2014
  • Table 10 Forecast Sales of Baked Goods by Category: Volume 2014-2019
  • Table 11 Forecast Sales of Baked Goods by Category: Value 2014-2019
  • Table 12 Forecast Sales of Baked Goods by Category: % Volume Growth 2014-2019
  • Table 13 Forecast Sales of Baked Goods by Category: % Value Growth 2014-2019

BISCUITS IN VIETNAM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 14 Sales of Biscuits by Category: Volume 2009-2014
  • Table 15 Sales of Biscuits by Category: Value 2009-2014
  • Table 16 Sales of Biscuits by Category: % Volume Growth 2009-2014
  • Table 17 Sales of Biscuits by Category: % Value Growth 2009-2014
  • Table 18 NBO Company Shares of Biscuits: % Value 2010-2014
  • Table 19 LBN Brand Shares of Biscuits: % Value 2011-2014
  • Table 20 Distribution of Biscuits by Format: % Value 2009-2014
  • Table 21 Forecast Sales of Biscuits by Category: Volume 2014-2019
  • Table 22 Forecast Sales of Biscuits by Category: Value 2014-2019
  • Table 23 Forecast Sales of Biscuits by Category: % Volume Growth 2014-2019
  • Table 24 Forecast Sales of Biscuits by Category: % Value Growth 2014-2019

BREAKFAST CEREALS IN VIETNAM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Breakfast Cereals by Category: Volume 2009-2014
  • Table 26 Sales of Breakfast Cereals by Category: Value 2009-2014
  • Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2009-2014
  • Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2009-2014
  • Table 29 NBO Company Shares of Breakfast Cereals: % Value 2010-2014
  • Table 30 LBN Brand Shares of Breakfast Cereals: % Value 2011-2014
  • Table 31 Distribution of Breakfast Cereals by Format: % Value 2009-2014
  • Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2014-2019
  • Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2014-2019
  • Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
  • Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2014-2019

Bakery in Vietnam - Company Profiles

Bien Hoa Confectionery Corp (Bibica) in Packaged Food (Vietnam)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Bien Hoa Confectionery Corp (Bibica): Key Facts
  • Summary 2 Bien Hoa Confectionery Corp (Bibica): Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Bien Hoa Confectionery Corp (Bibica): Competitive Position 2014

Packaged Food in Vietnam - Industry Context

EXECUTIVE SUMMARY

The economic downturn continues to adversely affect the growth of packaged food

Increased sophistication and increased awareness of health boosts demand for healthier products

Local companies receive further support from the government

Traditional distribution channels still play the main role in packaged food

A positive outlook is expected for packaged food

KEY TRENDS AND DEVELOPMENTS

Increased Westernisation in Vietnamese culture affects packaged food positively

The government continues to encourage the demand for local brands

Competition in packaged food becomes tougher

Increased health-consciousness shapes innovation and marketing activities

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends – foodservice

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 51 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 61 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 71 Sales of Packaged Food by Category: Value 2009-2014
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 74 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 75 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 77 Penetration of Private Label by Category: % Value 2009-2014
  • Table 78 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 4 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Bakery
      • Baked Goods
        • Bread
          • Bread Substitutes
          • Packaged/Industrial Bread
          • Unpackaged/Artisanal Bread
        • Cakes
          • Packaged/Industrial Cakes
          • Unpackaged/Artisanal Cakes
        • Pastries
          • Packaged/Industrial Pastries
          • Unpackaged/Artisanal Pastries
      • Biscuits
        • Savoury Biscuits and Crackers
        • Sweet Biscuits
          • Alfajores
          • Chocolate Coated Biscuits
          • Cookies
          • Filled Biscuits
          • Plain Biscuits
          • Sandwich Biscuits
      • Breakfast Cereals
        • Hot Cereals
        • RTE Cereals
          • Children's Breakfast Cereals
          • Family Breakfast Cereals
            • Flakes
            • Muesli
            • Other RTE Cereals

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type
  • Products by Ingredient
  • Single Portion vs Multi-portion

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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