Báo cáo Điều tra TD: Thị hiếu Tiêu dùng sữa 2009 và triển vọng (TA)|VIETNAM MILK SECTOR IN THE FIRST QUATER, 2009

VIETNAM MILK SECTOR IN THE FIRST QUATER, 2009

Now in Vietnam, domestic milk output only meets about 22 – 25% of demand, the rest must be exported, including 50% material milk and 25 – 28% end-product milk. Stepping over the shock at the end of last year, in the year 2009, post-melamine milk market became more eventful by far. Despite of the general decreasing trend on the World milk market as well as Vietnamese Government’s efforts to adjust milk price through policy of material milk import tariff, the prices of milk in domestic market increased continuously.

In the coming years, the milk market is predicted to be still eventful due to the rising demand of milk product in rural market and increasingly fierce competitions between producing and trading milk enterprises. The factors that promote growth of enterprises now consist of the ability of grasping and meeting demands of consumers, the development of distribution, the trademark building strongly supported by marketing activities, and the concentration on growing sales. However almost domestic enterprises are now lack of information about market, supply and demand, and especially the custom and taste of milk consumers in short term while they are facing general economic decline effects, rapid changes and fierce competition in the market

In 2009, AGROINFO continues to promote researches linked to market through raft of update analysis reports about goods profile. The survey report on Milk consumption 2009 and Outlook is expected to be the bridge linking enterprises and consumers. The content of this report focuses on three main milk profiles: fresh/sterilized milk, yoghurt for eating and yoghurt for drinking, in terms of:

- Custom and taste of milk product consumption

- Criteria that is considered important to choose milk products

- Market share divided by main milk profiles of producers

- The most favorite milk brand voted by consumers

- The most favorite milk producers voted by consumers

- Analysis of consumers’ satisfaction

- Appraisal about consumption tendency in the future

Milk Consumption 2009 and Outlook will be a useful documentary for producers, traders and enterprise community, who are interested in this aspect. Fulfilling this report, AGROINFO hopes to strongly support enterprises in drawing business strategies, meeting market demand and consumers’ taste in the best way, orienting production, orienting business strategies and marketing effectively.

Basic Information

Release date:
22/07/2009 for Vietnamese version

13/09/2009 for English version

• Price:
1,500,000 for Vietnamese version

3,000,000 VND for English version

Form of payment: Account transfer

For further information, kindly contact:

For being consulted about content: Research Department:
Mr. Pham Van Hanh - Email: info@agro.gov.vn

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Email: banhang_agro@yahoo.com

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TABLE OF CONTENTS

TABLE OF CONTENTS

ABBREVIATION

LIST OF FIGURES

PART I. AN INTRODUCTION

TARGET

SURVEY SAMPLE

AREA OF ACTIVITY

PART II. SUMMARY

PART III. THE RESULT

I. PORTRAIT OF CONSUMERS

1.2. Group of age

1.3. Qualification

1.4. Occupation

1.5. Income

II. CONSUMPTION HABIT

2.1. Milk consumption habit

2.2. Varieties of milk that consumers frequently use

2.3. Habit of selecting distribution

III. IDENTIFYING AND SELECTING MILK BRANDS

3.1. Brands that had been used

3.2. Brands of milk consumed frequently

IV. APPRAISAL OF MILK BRANDS THAT WERE BEING USED

4.1. Determinant criteria affecting consumers’ selection

4.2. The consumers’ satisfaction towards milk products

4.3. Reasons leading to decision of changing products

4.4. Attitude in dealing with milk infected with Melamine

V. OUTLOOK FOR MILK CONSUMPTION

5.1. Outlook for fresh/sterilized milk

5.2. Outlook for yoghurt

5.3. Outlook for drinking yoghurt

APPENDIX

LIST OF FIGURES

Figure 1. Age group mechanism of respondents (%)

Figure 2. Education level and professional knowledge of respondents (%)

Figure 3. Occupation of respondents (%)

Figure 4: Average monthly income of surveyed households (%)

Figure 5. Milk products and beverage that had been used within 2 weeks before the survey (%Respondent)

Figure 6: Rate of households used fresh/sterilized milk divided by group of income (%Respondent)

Figure 7. Milk products and beverage that are used most frequently (%Respondent)

Figure 8. Frequency of milk consumption in households (%Respondent)

Figure 9. Consumers’ habit of selecting place to buy milk products (%Respondent)

Figure 10. Brands of fresh/sterilized milk that had been used (%Respondent)

Figure11. Brands of fresh/sterilized milk that had been used (%Respondent)

Figure 12. Brands of yoghurt that had been used (%respondent)

Figure 13. Brands of fresh/sterilized milk that was used most frequently. (%Respondent)

Figure 14. Brands of drinking yoghurt that were used most frequently (% respondent)

Figure 15. The importance of criteria affecting consumers' selection (% respondent)

Figure 16. Appraisal of consumers towards Vinamilk fresh/sterilized milk (%Respondent)

Figure 17. Appraisal of consumers towards Dutch Lady fresh/sterilized milk (%Respondent)

Figure 18. Appraisal of consumers towards Nestle fresh/sterilized milk (%Respondent)

Figure 19. Appraisal of consumers towards HanoiMilk fresh/sterilized milk (%Respondent)

Figure 20. Appraisal of consumers towards Moc Chau fresh/sterilized milk (%Respondent)

Figure 21. Appraisal of consumers towards yoghurt brands (%respondent)

Figure 22. Appraisal of consumers towards drinking yoghurt brands (% Respondent)

Figure 23. Reasons leading to decision of changing products (%Respondent)

Figure 24. Attitude of consumers toward milk products infected with Melamine (%respondent)

Figure 25. Brands of fresh/sterilized milk that consumers intend to buy in the coming time (%respondent)

Figure 26. Brands of yoghurt that consumers intend to buy in the coming time (%Respondent)

APPENDIX

Table 1. Frequency of milk consumption in Hanoi and Ho Chi Minh City (% Respondent)

Table 2. Varieties of milk that have been used within 2 weeks before the survey in Hanoi and Ho Chi Minh city in accordance with location, age group, occupation, household income per month (% Respondent)

Table 3. Frequency of milk consumption in Hanoi (% Respondent)

Table 4. Frequency of milk consumption in Ho Chi Minh City (% Respondent)

Table 5. Frequency of milk consumption in accordance with income per month (% Respondent)

Table 6. The most favorite fresh/sterilized milk provider in Hanoi and Ho Chi Minh City, divided by location, age group, education level, occupation and average household income per month (%Respondent)

Table 8.The most favorite drinking yoghurt provider, divided by location, age group, education level, average household income per month (% Respondent)

Table 9. The most favorite fresh/sterilized milk brand in Hanoi and Ho Chi Minh City (% Respondent)

Table 10. The most favorite yoghurt brand (% Respondent)

Table 11. The most favorite drinking yoghurt brand (% Respondent)

Table 12. Brand of milk that was used most frequently in Hanoi and Ho Chi Minh City (% Respondent)

Table 13. Criteria depended consumers’ selection (%Respondent)

Table 14. The importance of criteria affecting consumers’ decision

Table 15. Reasons leading decision of changing products (% Respondent)

Table 16. Attitude of consumers towards some Melamine infected milk products (% Respondent)

Table 17. Consumers’ appraisal towards Dutch Lady milk products (average price - mean)

Table 18. Consumers’ appraisal towards Vinamilk milk products (average price - mean)

Table 19. Consumers’ appraisal towards Hanomilk milk products (average price - mean)

Table 20. Consumers’ appraisal towards Nestle milk products (average price - mean)

Table 21. Consumers’ appraisal towards Moc Chau milk products (average price - mean)

Table 22. Brands of milk expected to buy in coming time (% Respondent)

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