Executive Summary

Jul 2019
PROSPECTS
Cream-based liqueurs is on a strong declining trend

The review period witnessed few efforts in terms of marketing and advertising cream-based liqueurs. In fact, only a few vendors and specialist outlets have these products available, and their presence is hardly noticeable.

Players in local white spirits struggle to maintain their sales

Towards the end of the review period, local white spirits accounted for the dominant share of sales within spirits. The consumer base for local white spirits is more limited than beer, as many consumers believe that these products are worse for them than beer, due to their higher alcohol content.

The struggle to achieve growth in some categories

Although some categories, such as rum, cognac and Japanese whisky, are expected to continue to see strong total volume growth over the forecast period, there are others which are not expected to fare as well, such as gin and blended Scotch whisky. Cream-based liqueurs is also expected to continue to decline strongly, due to the lack of interest amongst consumers, unless key players carry out marketing activities and strategies to better target consumers.

COMPETITIVE LANDSCAPE
Hanoi Liquor continues to lead spirits

In 2018, Hanoi Liquor continued to lead spirits in total volume terms, thanks to its established brands such as Vodka Hanoi and Hanoi Lua Moi. Another factor contributing to its success is its strong and extensive distribution network in both rural and urban areas.

Strong fragmentation in spirits

Although Hanoi Liquor led spirits in 2018, it accounted for only a small share of total volume sales; in fact, no player held a double-digit share. Small players in spirits, classified under “others”, accounted for more than three quarters of sales in 2018.

International players mainly focus on pushing sales in bars/pubs

International spirits are mainly consumed in bars, pubs, clubs and other luxury channels. The rising number of bars and pubs, especially in major cities such as Hanoi, Ho Chi Minh and Danang, was a key factor supporting the volume growth of international spirits, mainly in other blended Scotch whisky and vodka, amongst others.

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Spirits in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spirits 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 Spirits industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spirits 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 volume 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 Spirits in Vietnam?
  • What are the major brands in Vietnam?
  • Are consumers switching from international spirits to ‘cheaper’ local spirits as consumer spending is being squeezed?
  • What is the most popular price point for blended Scotch; super-premium, premium, standard or economy and has the recession resulted in a switch?
  • How do premium vs standard vs economy brands compete for sales?
  • What are the key flavours in vodka?

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 Alcoholic Drinks market research database.

Spirits in Vietnam - Category analysis

HEADLINES

PROSPECTS

Cream-based liqueurs is on a strong declining trend
Players in local white spirits struggle to maintain their sales
The struggle to achieve growth in some categories

COMPETITIVE LANDSCAPE

Hanoi Liquor continues to lead spirits
Strong fragmentation in spirits
International players mainly focus on pushing sales in bars/pubs

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2018

CATEGORY DATA

Table 1 Sales of Spirits by Category: Total Volume 2013-2018
Table 2 Sales of Spirits by Category: Total Value 2013-2018
Table 3 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 10 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 12 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 13 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 15 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 16 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 17 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 18 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 19 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Beer remains the dominant category
2018 is a difficult year for alcoholic drinks
Saigon Alcohol Beer & Beverages Corp (Sabeco)
Internet retailing gains popularity in beer
A positive performance is expected for alcoholic drinks

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 23 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 24 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 25 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 26 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 27 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 32 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 33 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 34 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 36 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 38 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources