Local
companies flee urban areas to escape competition
The
growth rate of the fast-moving consumer goods (FMCG) segment of the Vietnam
economy is slowing down, with a few areas showing strong prospects for
potential growth.
The
rate of expansion of FMCG sales in the country’s six main population centres
jumped 3.6% on-year for the first quarter of 2016, according to a recently
released survey conducted by market research firm Nielsen.
This
compared to 5.7% on-year growth for the fourth quarter of 2015.
Beverages,
milk products and food were the three biggest sellers for the quarter
accounting for 39%, 16% and 15% of total sales for the segment, respectively.
They
were trailed by tobacco products (13%), personal care items (8%), household
products (6%) and baby products (4%).
Market challenges
The
easing of FMCG sales is consistent with the general deceleration of the
Vietnam economy whose GDP has slowed to 5.52% on-year growth in the first
half of 2016, down from 6.32% for the corresponding six-month period a year
earlier.
Consumers in the six major
metropolitan areas of Vietnam are increasingly demanding and expecting better
choices, according to Nguyen Anh Dung, director of retail measurement
services at Nielsen Vietnam.
They
are specifically looking for innovative new products, which represents an
advantage for newcomers to the market.
According
to one recent product innovation study, Vietnamese consumers try more new
products than other Southeast Asian consumers, with 88% of Vietnamese buyers
reporting they bought a new item during their last shopping trip, compared to
a 69% regional average.
However, as trade barriers are
lowered as a result of the ASEAN Economic Community, Vietnamese FMCG
manufacturers are preparing and drawing up strategies to face greater
regional competition.
Potential remains strong
Medium-term
potential in the market appears strong, according to a report issued by the
Ministry of Industry and Trade early this year. Fuelled by growing incomes
and a young consumer base, FMCG spending is expected to climb modestly to
US$173 billion by 2020.
Consumer
confidence remains relatively strong (though slightly down) heading into the
second half of 2016, according to an August Nielsen survey, with the index at
107 points, two below the first quarter’s peak.
The
vast majority of manufacturing companies in Vietnam also have a positive
outlook for the second half, a General Statistics Office survey reported,
with more than 90% of respondents expecting production to either increase
(55%) or remain stable (35.4%) in the second half of the year.
Market prospects
The
potential consumer market is significant, and the penetration rate for many
FMCGs has yet to be maximized, according to Mai Kieu Lien, CEO of dairy
industry leader Vinamilk.
However,
purchasing power in Vietnam is also one of the lowest in the Southeast Asian
region, she told the Oxford business Group recently, so a localized strategy
sensitive to pricing has to carefully be put in place.
A
number of leading Vietnamese FMCG producers are looking at the country’s
neighbours for growth.
Kajiwara
Junichi, CEO of food manufacturer Acecook Vietnam, recently told reporters
his company is focusing on Laos, Myanmar and Cambodia as good markets to
enter.
Another
area of potential growth is the rural regions of Vietnam, home to roughly
two-thirds of the population and almost entirely ignored by foreign companies
entering the Vietnam market.
According
to a report by market survey company Kantar WorldPanel, household income in
rural areas in Vietnam is rising faster than in the urban centres in terms of
percentage rate of growth.
Though,
obviously this survey could be misleading.
The
rate of increase is simply magnified because the starting wage base is
extremely low.
The
wage base in absolute dollars in the rural areas of Vietnam is small, which
accounts for the lack of interest of foreign companies in pursuing these
markets.
However,
local Vietnamese brands are aggressively seeking market share in the rural
areas outside of the six major metropolitan areas of the country as they
search for refuge from the onslaught of foreign competition.
VOV
|
Thứ Tư, 5 tháng 10, 2016
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