An integrated update of Vietnam’s

in-home FMCG market

2
3
4
 86 88
84 82 82
78
73 75
71 72
69 67

Q4'19 FY 22 FY 23 Q1'22 Q2'22 Q3'22 Q4'22 Q1'23 Q2'23 Q3'23 Q4'23 Q1'24

5
6
 20 20
15
15 15
7 8
10 6 10

5 6 0 5
8 5 1
Urban 4 3 1 2
0 0
key cities -2 -4
-5 -5
-4
-10 -10
% Change vs YA
% Ave. Price Paid Change
% Volume change 14
20 15
% Spend change 10
15 7 7 10
4
10 4 5
2 -1
5 10 4 0
7 5
3 2
0 -5
-3
Rural -5 -10

8
9
 Urban 4 Vietnam Rural Vietnam

20 21 21 -3% 23 24 +7%
25
vs LY vs LY

-2% -1%
80 79 79 vs LY 77 76 vs LY
75

Tet 2022 Tet 2023 Tet 2024 Tet 2022 Tet 2023 Tet 2024

10
 10 6
5 1 3 1 1 3 2
Urban 4
key cities 0
-5 -1 -2 -2 -1
-4 -4 -3
-10 -6 -7
-8
-15 -10
FMCG Dairy Beverages Packaged Foods Personal Care Household Products

% Ave. Price Paid Change

% Volume change
% Spend change

5 2 2 3 2
2 0 1 1
0
Rural -1 0 -1 0
-5 -3 -2
-3 -3 -3
-5
-10
FMCG Dairy Beverages Packaged Foods Personal Care Household Products

11
12
Urban 4
key cities Rural
6 4
23
9 22
6 4 5
7 4
4 4
7 7 11 11
MAT MAT 50 MAT MAT
52 Mar 24
11 Mar 23 Mar 23 Mar 24
11
6 74
7 72
6
7

The rest is other channels, including hand-carry, direct sales, factory outlets,…

13
 Urban Vietnam Rural Vietnam

7 Other
7 9.6 3
6 6 4 5
7.1 Online 11
11 10
13 11
12.2 Minimarket
6 6
5.5 Hyper & Super
7 6
6.3
GT Others
20 20 63 59 56
18
Specialty Stores

Wet Market

33 33 31.7 Ma & Pa
13 15 17
Provision Store

Q1'22 Q1'23 Q1'24 Q1'22 Q1'23 Q1'24

14