Khám phá các xu hướng của người tiêu dùng trong Tết 2022 và cách các thương hiệu có thể tận dụng các cơ hội kinh doanh mới.

1. Tet 2022:
Any changes you
should be aware of?
Based on Worldpanel Division data

2. The outbreak of COVID-19 has brought
upon unprecedented challenges and is
having a significant impact on Vietnam in
many aspects. GDP grew only 1.42% this
year through September, with its
performance particularly poor in the third
quarter. Final consumption, which
accounts for about 70% of Vietnam GDP,
fell 2.83% in the third quarter due to severe
travel restrictions. With the easing of
constraints on movement from 1st October,
relief and excitement are the 2 emotions
most Vietnamese feeling now; however,
many are still being cautious about going
out and meeting people. This complexity is
expected to generate changes in the way
Vietnamese celebrate 2022 Tet, the most
significant festival in a year.
says that their family would
change the way they
celebrate Tet in 2022
compared to previous years.
40%

3. Tet
activities
Tet
shopping
Tet
drinking
& eating
Tet
gifting
This report outlines the 4 new realities of Tet celebration, along with some
ideas that businesses can take to seize the bigger opportunity

4. Tet activities
The pandemic has made a significant change in Tet activities, and it will continue to change what people do
in the coming 2022 Tet. People plan to stay home more, less travel and less go back to hometown. They will
probably go around the city to enjoy Tet with families/friends.
When being ask about plans of traveling or visiting your hometown
during the coming Tet holiday (% Answer)
18 20
15
7
55
51
56
42
Tet 2019 Tet 2020 Tet 2021 Tet 2022
Travelling
Visiting
hometown
Pandemic has resulted in a change in
where people plan to spend Tet 2022
68%
says they would
go around the city to enjoy
Tet with families/friends.
18%
says they would
ONLY stay at
home during Tet.
Source: Worldpanel Division | Tet Survey 2021 & 2022 | Vietnam Urban 2 cities | HCMC & Hanoi

5. More activities to celebrate Tet at home: cooking, playing
games, watching movies, video calls with friends/families,
home decorations, having meals with neighbors/friends.
Source: Worldpanel Division | Tet Survey 2021 & 2022 | Vietnam Urban 2 cities | HCMC & Hanoi
Tet activities shift from offline to online, posing major
opportunity for brands, occasion association online
campaign.
Top 5 planned activities for Tet 2022 (% answer)
Decorate my
home for Tet
Video call with family,
relatives and friends
Have meals with
my family
88%
Cook traditional dishes (banh chung,
spring rolls, jam…)
73%
Watch Tet programs/shows on TV
71%
73%
Online activities such as streaming and gaming are
included as their activities for Tet 2022 (% answer)
84%
73%
Tet activities
Stream movies online Play online game
Watch firework Go to the cinema
53% 40%
33% 15%

6. Tet shopping
Source: Worldpanel Division | Household Panel | Urban Vietnam 4 key cities | FMCG including gifts
Over the last 2 Tet which were impacted by the pandemic, FMCG growth was quite humble with the poor
performance of most categories. Only Packaged food was able to maintain the positive growth.
3%
18%
-12%
7%
20%
13%
3% 4%
1%
7%
1% 1%
FMCG Packaged Foods Personal Care Home Care
Beverages
Dairy
2020
2021
FMCG - % Value growth in Tet across sectors

7. Tet shopping
*Note. Packaged food includes Confectionary, Kitchen and Other dry grocery,
Volume of Packaged food, Personal Care and Home Care is calculated by pack
Learning from China where Covid hit the market sharply in Q1’2020, Packaged food was also the most
growing sector in consumption. When the situation gets better, all other sectors, esp. beverages, Dairy and
personal care, are back on track and enjoy very impressive recovery.
-6%
-21%
0%
-8%
7%
15%
19%
-1%
18%
9%
Packaged Foods* Personal Care Home Care
Beverages
Dairy
Q1 2020
Q1 2021
FMCG performance across sectors in China mainland
-5%
-9%
15%
-7%
8%
11% 12%
-9%
12% 14%
% Value
growth
% Volume
growth
We expect the same
growth pattern will
happen in Vietnam
in coming Tet 2022
as people might go
out, get back to
some Tet traditional
activities and have
more gatherings.
Source: Worldpanel Division | Household Panel | China Mainland

8. Tet shopping
Source: Worldpanel Division | Household Panel | Urban Vietnam 4 key cities | FMCG excluding gifts
In all previous years, people
used to shop for Tet 3-4
weeks before 1st day of Lunar
New year with very high
spending level, which making
1 month before Tet 2 times
more valuable than average.
After experiencing almost
half year of staying home,
suffering financial difficulties
and having no big
celebrations, people are
looking forward to Tet and
they say they will shop for Tet
as early as before. 16
25 24
31
25 26
26
25 25
27 25 25
Tet 2019 Tet 2020 Tet 2021
% Shopping Occasion
1 week ahead
2 weeks ahead
3 weeks ahead
4 weeks ahead
Tet holiday
44%
Vietnamese people
said that they plan
to shop for Tet
2 weeks prior to Tet.
Tet Survey 2021 & 2022 | Vietnam Urban 2 cities | HCMC & Hanoi

9. Tet shopping
Source: Worldpanel Division | Household Panel | Urban Vietnam 4 key cities | FMCG excluding gifts
Over the past few months, people shopped less frequently but more per trip. This new habit will change the way people shop
for Tet 2022. If we wait until people going to stores or ecommerce sites, there will be less chance to interact with them and
trigger their purchases. Instead, brands need to be appealing in multi-channels where consumers are spending their time
from studying, working, entertaining to connecting with others. In terms of product offers, brands and retailers should push
more combos to maximize the potential of bulky trip trend.
0
5
10
15
20
25
30
35
40
Frequency
0
20
40
60
80
100
120
140
160
180
Spend/trip (000VND)
FMCG performance across key measures in Vietnam Urban 4 key cities

10. Tet shopping
Source: Worldpanel Division | Household Panel | Urban Vietnam 4 key cities | FMCG excluding gifts
Hyper+Super market used to be the channel benefiting the most from high spending before Tet. With the rapid
changes in recent months, people are getting more familiar with Minimarket and Online which are expected to
accelerate in Tet 2022
% Value share of FMCG by channels in Vietnam Urban 4 key cities
21.5
24.6
22.4
24.7
13.9
15.7
12.2
9.8
5.1 6
7
10.4
2.3 3
5.5
6.3
Morden Trade
Hyper&Super
Minimarket
Online
% Value share of FMCG by channels in
Urban China Mainland
23 21
20
18
12
12
3
3
4
3
23
28
15 15
Q1'20 Q1'21
Others
Online
Grocery
CVS
Small super
Large super
Hyper market
+33%
+0.3%
-1%
+7%
+9%
-17%
% Value
growth
Source: Worldpanel Division | Household Panel | China Mainland

11. Tet drinking and eating
There were some changes in
food and drink choices in past
Tet as people were appreciating
more being-together moments
and individual appetite.
From a recent survey, many of
them said they will consume
more healthy products. They
also buy more products what
can make their cooking more
convenient and add new dishes
into their Tet menu to satisfy
more the appetite of their
family members.
Top growing categories at Tet 2021 – Urban 4 key cities
(Based on % value growth vs YA)
+47% +46% +35% +31%
+27% +26% +23% +22% +21%
+48%
Hair
Conditioner
Mayonnaise Non-Dairy
Milk
Packaged
Bread
Drinking
Yogurt
Toilet
Cleaner
Meal Maker Ready to
drink Tea
Facial
Moisturizer
Biscuits &
Cakes
Source: Worldpanel Division | Household Panel | Urban Vietnam 4 key cities | FMCG excluding gifts

12. Tet gifting
Because restrictions ease, people are looking forward to reuniting with family and friends; however, they are still worried
about the risk of infection and a possible resurgence of Covid. As a result, the recovery of gifting remains questionable.
Nevertheless, gifting is always a very typical tradition of Vietnamese, esp. during Tet. The key thing is people might have new
choices in terms of products and ways to give to others.
% Gifting planers in Tet 2021
88%
( vs 90% in
Tet 2020)
Source: Worldpanel Division | Households Panel & Gifting Survey 2021 | Urban 4 key cities Vietnam
FMCG performance for gifting in Tet 2021
% Value contribution to
FMCG sales in Tet 2021
% Gifting Value growth
Tet 21 vs. Tet 20
% Households receiving
FMCG as Gift Tet 2021
26% -6% 74%
(-3pt vs Tet 2020)

13. Tet gifting
Practicality in product choices is more adapted. Apart from the top 3 criteria in gifting choices, practical for Tet usage and
health care products are being taken into account in view of the rising health concern in pandemic time. Meanwhile, though
remaining as an essential factor, packaging and being high in value are seeing reduction in importance in gifting criteria.
Source: Worldpanel Division | Households Panel & Gifting Survey 2021 | Urban 4 key cities Vietnam
1. Money 2. Biscuits/ Candy Jam 3. Alcoholic Drink
4. Mix Basket Gifts 5. Clothing/ Shoes/Jewelry
Top 5 most preferred categories for Tet gifting
(% respondents 2020 | 2021)
(71 | 74) (71 | 67) (55 | 50)
(42 | 41) (42 | 39)
Top categories for choosing gift
(% respondents 2021)
1. Gift cost fits my budget (85%)
2. Products for Tet usage (76%)
3. The preference of the recipient (72%)
Criteria for choosing gift
How it changes verse the last Tet?
• Healthcare products
% Changes of respondent
• Products for Tet usage
• Nice packaging
• High value gifts
+6%
+1%
-4%
-8%

14. Tet gifting
The way people give presents to others in coming Tet could be changed. They will use more delivery service
and money transferring, which offer some opportunities to brands and service providers.
Source: Worldpanel Division | Households Panel & Gifting Survey 2022 | Urban 4 key cities Vietnam
What kind of gifting scheme
do you plan to choose during
the upcoming 2022 Lunar New
Year? (% answer)
40% plans to order gifts and use
home delivery to recipients.
30% plans to lì xì (gift money) via
online banking/ money transferring.

15. Kantar is the world’s leading data, insights and consulting
company. We understand more about how people think,
feel, shop, share, vote and view than anyone else.
Combining our expertise in human understanding with
advanced technologies, Kantar’s 30,000 people help the
world’s leading organizations succeed and grow.
For further information, please visit us at
www.kantarworldpanel.com/vn
Contact us
Nguyen Thi Nhu Ngoc
Sr. Marketing Manager, Vietnam
Worldpanel Division
Mail: NhuNgoc.NguyenThi@kantar.com
Tel: +84 988 445 401