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Country Report

Bakery in Vietnam

| Pages: 75

Price: US$1,900

About this Report

Executive Summary

Baked Goods

TRENDS

  • In 2012, local brands continued to grow across all retail channels thanks to the government’s continuous support to promote Vietnam products. The Vietnamese retail union has made efforts to encourage its members to bring in more Vietnamese brands. At the same time, the union also helped local brands to improve their quality to qualify for listings in modern channels. This movement was also penetrating into the rural areas with the government’s subsidy for participation in local fairs and distribution networks.

COMPETITIVE LANDSCAPE

  • Kinh Do continued to gain share and maintain the clear market leadership position with 16% value share. Although facing strong competition from artisanal bakeries, especially in breads, Kinh Do has a strong competitive advantage in packaged/ industrial breads and pastries thanks to its years of presence in Vietnam and reputation for good quality Vietnamese products. The company has benefited greatly from the government’s policy to encourage Vietnamese consumers to use Vietnamese products. Kind Do also continuously invests in refreshing the product variety, store environment as well as opening more outlets.

PROSPECTS

  • Over the forecast period, the baked goods category is expected to grow at a volume CAGR of 6% and a constant value CAGR of 4%. Consumers will continue to opt for baked goods to replace traditional breakfast options such as noodles and other street food due to hygienic concerns.

Biscuits

TRENDS

  • The trend towards more premium branded biscuits started in 2010 and continued into 2012. This is the result of increased sophistication as well as the growing concern for food hygiene. The local media has been reporting a lot of cases of food poisoning and food products with harmful ingredients. Therefore, consumers are more cautious when choosing food products. Those who can afford to pay more will go for higher end products to ensure food safety.

COMPETITIVE LANDSCAPE

  • Kinh Do continued to be the market leader with a 37% value share in 2012. The company is strong in both savoury biscuits/crackers and sweet biscuits with 50% and 34% shares respectively. The company is enjoying strong brand equity thanks to its strategic direction of investing in brand building and advertising. The company has successfully claimed its position as the leading local sugar confectionery and bakery products manufacturer that prioritises Vietnamese consumers’ needs. The company has also enjoyed the positive influence of the government’s campaign, “Vietnamese consumers use Vietnamese products”.

PROSPECTS

  • Premium products still have potential to develop further, especially health range products. Higher end consumers will be willing to pay for better quality products with healthy claims, especially products from established international companies newly introduced in Vietnam. However, biscuits will still be dominated by standard and economy products and manufacturers will continue to introduce new flavours and pack sizes to meet different consumers’ needs for different occasions.

Breakfast Cereals

TRENDS

  • Due to increased sophistication and greater exposure to Western lifestyles, Vietnamese consumers have become more familiar with breakfast cereals. In addition, busier lifestyles have made breakfast cereals a good choice for a quick yet healthy breakfast. Advertising and promotion activities also contribute to changing the consumer habits and improving the adoption rate of breakfast cereals in Vietnam.

COMPETITIVE LANDSCAPE

  • Kellogg continued to be the market leader in the breakfast cereals category with a 66% value share. The company has a wide product variety as well as a good distribution network. In addition, the company’s strategy to add fun elements into the products and the communication to appeal to children proved to be a successful strategy.

PROSPECTS

  • Breakfast cereal will continue to gain popularity in Vietnam due to greater exposure to Western lifestyles and improved disposable income. More expats coming to Vietnam as well as professionals coming back from overseas play an important part in driving the initial demand for breakfast cereals. Major company’s (Kellogg and Nestlé Vietnam) investment in educating consumers about an alternative healthy breakfast option is another factor ensuring healthy growth for the breakfast cereals category over the forecast period.

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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

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Baked Goods by Category: Volume 2007-2012
  • Table 2 Sales of Baked Goods by Category: Value 2007-2012
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2007-2012
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2007-2012
  • Table 5 Packaged/Industrial Bread by Type: % Value Breakdown 2007-2012
  • Table 6 Packaged/Industrial Cakes: Single Portion vs Multi-pack % Breakdown by Type 2007-2012
  • Table 7 Baked Goods Company Shares 2008-2012
  • Table 8 Baked Goods Brand Shares 2009-2012
  • Table 9 Sales of Baked Goods by Distribution Format: % Analysis 2007-2012
  • Table 10 Forecast Sales of Baked Goods by Category: Volume 2012-2017
  • Table 11 Forecast Sales of Baked Goods by Category: Value 2012-2017
  • Table 12 Forecast Sales of Baked Goods by Category: % Volume Growth 2012-2017
  • Table 13 Forecast Sales of Baked Goods by Category: % Value Growth 2012-2017

BISCUITS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 14 Sales of Biscuits by Category: Volume 2007-2012
  • Table 15 Sales of Biscuits by Category: Value 2007-2012
  • Table 16 Sales of Biscuits by Category: % Volume Growth 2007-2012
  • Table 17 Sales of Biscuits by Category: % Value Growth 2007-2012
  • Table 18 Biscuits Company Shares 2008-2012
  • Table 19 Biscuits Brand Shares 2009-2012
  • Table 20 Sales of Biscuits by Distribution Format: % Analysis 2007-2012
  • Table 21 Forecast Sales of Biscuits by Category: Volume 2012-2017
  • Table 22 Forecast Sales of Biscuits by Category: Value 2012-2017
  • Table 23 Forecast Sales of Biscuits by Category: % Volume Growth 2012-2017
  • Table 24 Forecast Sales of Biscuits by Category: % Value Growth 2012-2017

BREAKFAST CEREALS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Breakfast Cereals by Category: Volume 2007-2012
  • Table 26 Sales of Breakfast Cereals by Category: Value 2007-2012
  • Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2007-2012
  • Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2007-2012
  • Table 29 Breakfast Cereals Company Shares 2008-2012
  • Table 30 Breakfast Cereals Brand Shares 2009-2012
  • Table 31 Sales of Breakfast Cereals by Distribution Format: % Analysis 2007-2012
  • Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2012-2017
  • Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2012-2017
  • Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2012-2017
  • Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2012-2017

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 2012

Kinh Do Corp in Packaged Food (Vietnam)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Kinh Do Corp: Key Facts
  • Summary 5 Kinh Do Corp: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Kinh Do Corp: Competitive Position 2012

Packaged Food in Vietnam - Industry Context

EXECUTIVE SUMMARY

Slowed down demand due to inflation makes competition even tougher

Domestic companies continue to receive support from the government

Increased sophistication and busy lifestyles boost convenience products

Opportunity for growth in suburban and rural areas

A positive outlook

KEY TRENDS AND DEVELOPMENTS

Inflation and expense cutbacks forged ways for creative solutions

Government continues to support local brands

Urbanisation boosts sales of convenience products

Local players increase investment in marketing and branding

Increased health awareness shapes innovation and marketing direction

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

CATEGORY DATA

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2007-2012
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2012-2017
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2012-2017

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

CATEGORY DATA

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2007-2012
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2007-2012
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2007-2012
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2007-2012
  • Table 44 Company Shares of Impulse and Indulgence Products 2008-2012
  • Table 45 Brand Shares of Impulse and Indulgence Products 2009-2012
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2012-2017
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2012-2017
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2012-2017
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2012-2017

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

CATEGORY DATA

  • Table 50 Sales of Meal Solutions by Category: Volume 2007-2012
  • Table 51 Sales of Meal Solutions by Category: Value 2007-2012
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2007-2012
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2007-2012
  • Table 54 Company Shares of Meal Solutions 2008-2012
  • Table 55 Brand Shares of Meal Solutions 2009-2012
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2012-2017
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2012-2017
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2012-2017
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2012-2017

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

CATEGORY DATA

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2007-2012
  • Table 61 Sales of Nutrition/Staples by Category: Value 2007-2012
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2007-2012
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2007-2012
  • Table 64 Company Shares of Nutrition/Staples 2008-2012
  • Table 65 Brand Shares of Nutrition/Staples 2009-2012
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2012-2017
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2012-2017
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2012-2017
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2012-2017

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2007-2012
  • Table 71 Sales of Packaged Food by Category: Value 2007-2012
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2007-2012
  • Table 74 GBO Shares of Packaged Food 2008-2012
  • Table 75 NBO Shares of Packaged Food 2008-2012
  • Table 76 NBO Brand Shares of Packaged Food 2009-2012
  • Table 77 Penetration of Private Label by Category 2007-2012
  • Table 78 Sales of Packaged Food by Distribution Format: % Analysis 2007-2012
  • Table 79 Sales of Packaged Food by Category and Distribution Format: % Analysis 2012
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2012-2017
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2012-2017
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2012-2017
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2012-2017

SOURCES

  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • 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
        • 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
  • Analysis by type
  • Pricing
  • Products by ingredient
  • 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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