CONSUMERS & BRANDS

Target Group: Tea drinkers in

Vietnam

December 2022
 Global Consumer Survey Target Group Report
Introduction

Report overview Global Consumer Survey methodology (1)

This report analyses consumers that answered ’’Tea’’ Design: Online Survey, split questionnaire design
to the multi-pick question ’’Which of these beverage
Duration: approx. 15 minutes
products do you consume regularly?’’.
Language: official language(s) of each country with
The report offers the reader a comprehensive
American English offered as an alternative
overview of tea drinkers in Vietnam: who they are;
what they like; what they think; and how to reach Region: 56 countries
them. It provides insights on their demographics,
Number of respondents:
lifestyle, opinions, and marketing touchpoints. • 12,000+ for countries with the extended survey
Additionally, the report allows the reader to • 2,000+ for the basic survey
benchmark tea drinkers in Vietnam (’’target group’’)
Sample: Internet users, aged 18 – 64, quotas set on
against the average Vietnamese onliner, labelled as ’’all
gender and age
respondents’’ in the charts.
Fieldwork:
The report is updated regularly and is based on data
• Continuous from January to December
from the Statista Global Consumer Survey. • Countries that receive the extended survey are
updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Global Consumer Survey as of December 2022

 Tea drinkers in Vietnam
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

Tea drinkers tend to be younger, 38% Having a good time has more 72% of tea drinkers state that they Tea drinkers access the internet via a
are between the ages 18 and 29. importance to tea drinkers than to the actively try to eat healthy. tablet more often than the average
average onliner. A relatively high share of tea drinkers onliner.
50% of tea drinkers are male.
Fashion and beauty are relatively think that the environment is an issue On social media, tea drinkers interact
There are tea drinkers throughout all
prevalent interests of tea drinkers. that needs to be addressed. with companies more often than the
income brackets.
Many tea drinkers have centrist political average onliner.
Tea drinkers are more likely to have
33% of tea drinkers live in a megacity
reading as a hobby than the average views. Tea drinkers remember seeing ads
with over 5 million inhabitants.
onliner. directly in the store more often than the
average onliner.

Tea drinkers remember seeing ads in

video portals more often than the
average onliner.

Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community
 Tea drinkers tend to be younger, 38% are between the ages 18 and 29
Demographic profile: life stages

Age of consumers in Vietnam

Target group 38% 35% 14% 13%

All respondents 30% 32% 20% 18%

18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years

5 Notes: ’’How old are you?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 50% of tea drinkers are male
Demographic profile: gender

Gender of consumers in Vietnam

Target group 50% 50%

All respondents 52% 48%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 A relatively high share of tea drinkers have a college degree
Demographic profile: education

Consumer’s level of education in Vietnam

66%
59%

13% 14% 14%

11%
6%
4% 4% 3%
1% 2% 0% 0%
No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target group All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 There are tea drinkers throughout all income brackets
Demographic profile: income

Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income

Target group 31% 35% 35%

All respondents 34% 35% 32%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which of these beverage products do you consume regularly?;
Multi Pick; Base: n=485 tea drinkers, n=1796 all respondents
Sources: Statista Global Consumer Survey as of December 2022
 45% of tea drinkers live in a household of partners and children
Demographic profile: household classification

Type of households in which consumers in Vietnam live​

46%
45%

19% 20% 19%

18%

9% 10%

4% 3%
1% 2% 2% 2%

Single household Couple Single parent Partners Multi- Two or more Other
household household and children generational related adults household types
family
Target group All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers,
n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022
 33% of tea drinkers live in a megacity with over 5 million inhabitants
Demographic profile: type of community

Communities where consumers live in Vietnam

36%
33%
31%

24%
23% 23%

6% 7%
4% 5% 5%
3%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target group All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

 Having a good time has more importance to tea drinkers than to the average
onliner
Consumer lifestyle: life values

Most important aspects of life for consumers in Vietnam

45% 45%
43% 41%
36%
34%
31% 30% 30% 29% 28% 29%
28% 26%
26% 26% 25% 26%

13%
11%

To be Having a Making An honest Learning Social A happy Advancing Safety and Traditions
successful good time my own and new things justice relationship my career security
decisions respectable
life
Target group All respondents

12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097
all respondents
Sources: Statista Global Consumer Survey as of December 2022
 Fashion and beauty are relatively prevalent interests of tea drinkers
Consumer lifestyle: main interests

Top 10 interests of tea drinkers in Vietnam

50%
47% 46%
44% 44%
42%
38% 39% 39%
35% 36% 35% 35%
33% 32% 32%
31%
25% 25% 26%

Food & Health & Science & Travel Fashion Movies, Finance & Politics & Family & Career &
dining fitness technology & beauty TV shows economy society parenting education
& music and current
world
events
Target group All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Tea drinkers are more likely to have reading as a hobby than the average onliner
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of tea drinkers in Vietnam

44%
43%
39% 39% 38% 37%
36%
34% 34% 33% 33%
31%
27% 28%
26% 26% 25%
22% 21% 22%

Traveling Video Doing Tech & Cooking Reading Outdoor Socializing Gardening Cars &
gaming sports computers & baking activities and plants vehicles
and fitness

Target group All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 CHAPTER 03

Consumer attitudes

• Attitudes towards food

• Challenges facing the country

• Politics

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 72% of tea drinkers state that they actively try to eat healthy
Consumer attitudes: attitudes towards food

Agreement with statements in Vietnam

72%

61%

49%
39% 41%
36%

14% 12% 12% 13%

I actively try I avoid artificial flavors Food must be I rarely have time I do not enjoy cooking
to eat healthy and preservatives convenient and fast for a proper meal

Target group All respondents

16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=1049 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 A relatively high share of tea drinkers think that the environment is an issue that
needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Vietnam according to tea drinkers

47%

38% 39% 38% 38% 38%

33% 33% 34%
30% 31% 31%
29%
25% 24%
24% 24% 24%
21% 20%

Environ- Education Climate Economic Health Rising prices Unemploy- Food and Crime Civil rights
ment change situation and social / inflation / ment water
security cost of living security

Target group All respondents

17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea
drinkers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022
 Many tea drinkers have centrist political views
Consumer attitudes: politics

Political attitudes of consumers in Vietnam

Target group 12% 49% 28% 12%

All respondents 11% 47% 33% 9%

Left Center Right Prefer not to answer

18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which of these beverage products do you
consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022
CHAPTER 04

Marketing touchpoints

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

• Traditional media usage

 Tea drinkers remember seeing ads in video portals more often than the average
onliner
Marketing touchpoints: digital advertising touchpoints

Top 10 places where tea drinkers in Vietnam have come across digital advertising in the past 4 weeks

56%
51%

44%
40% 41% 40%
38% 37% 37%
32% 34% 32%
32% 30%
29% 28% 29% 30%
26%
21%

Video Social Other apps Search Online Video Video Websites Editorial Music
portals media engines stores games streaming and apps websites portals
services of brands and apps
Target group All respondents

20 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n= 2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Tea drinkers access the internet via a tablet more often than the average onliner
Marketing touchpoints: internet usage by device

Devices consumers in Vietnam use regularly to access the internet

97% 96%

72%
66%
61% 59%
56%
51%
45%
40% 38%
33%
28% 28% 26%
25% 25%
22% 19% 21%

Smartphone Smart TV Desktop PC Regular Tablet Smartwatch Laptop Gaming Streaming Smart
laptop with touch console device speakers
screen
Target group All respondents

21 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 On social media, tea drinkers interact with companies more often than the
average onliner
Marketing touchpoints: social media usage

Social media activities in Vietnam by type​

55%
53% 51% 51% 51%
46% 44%
43%
41% 40% 41%
38% 38%
33% 32%
29% 30% 29%
27% 25%

5% 5% 4%
1%

Sent private Commented Posted Followed Liked posts Shared Liked Posted texts Followed Shared Passive social No social
messages on posts pictures people by other posts by company / status companies company media usage media usage
/ videos users other users posts updates posts

Target group All respondents

22 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Tea drinkers remember seeing ads directly in the store more often than the
average onliner
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Vietnam have come across non-digital advertising in the past 4 weeks

61%
55%
48%

40% 39%
34% 32%
29% 28% 27% 25%
24%
21% 20% 22%
18%

On TV Directly in On advertising In the movies By mailshot / In printed On the In printed

the store spaces /cinema advertising magazines radio daily
on the go mail and journals newspapers
Target group All respondents

23 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Tea drinkers relatively frequently consume traditional types of media, like TV and
movies in the cinema
Marketing touchpoints: traditional media usage

Type of media consumers in Vietnam have been using in the past 4 weeks
92%
88%

55%
50% 52% 51%
45% 44%
41%
34%

TV Movies / cinema Magazines Newspapers Radio

Target group All respondents

24 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=550 tea drinkers, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 GLOBAL CONSUMER SURVEY 2022

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 Jan Gewiese Stefan Rau
Senior Research Manager Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
and Business Administration (M.Sc.) from the University of Hamburg. He interned Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
at the Hamburg Center for Health Economics and Mercedes-Benz USA. interned at TNS Infratest.​

At Statista he is responsible for designing consumer studies, product automation, At Statista he is responsible for report and process automation. His area of expertise is data
and brand research. analysis using Python and SPSS.

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