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Bakery in Vietnam

EXECUTIVE SUMMARY

Baked Goods

TRENDS

  • In 2014, in baked goods, local brands continued to grow. These local companies not only regularly launched new product developments but also further expanded their distribution networks, which helped them stay competitive and attract more consumers. Furthermore, the government's continuous support for the promotion of Vietnam products and efforts by the Vietnamese retail union encouraged consumers to favour Vietnamese brands. As a result, in baked goods local brands had more advantages than international ones.

COMPETITIVE LANDSCAPE

  • In 2014, Kinh Do Corp strengthened its leading position and increased its retail value share to 12%. The longstanding presence in the country, good reputation and product quality, reasonable prices, nationwide distribution network, and marketing and promotional activities were the company's competitive advantages. Furthermore, compared to many other rivals, the company had a more diversified product portfolio. As a result, in both 2013 and 2014, the company not only maintained its leadership but also registered the strongest current value growth within the category.

PROSPECTS

  • Baked goods is expected to register a CAGR of 6% in constant terms over the forecast period to reach VND22.8 trillion in 2019. This expectation is supported by anticipated economic recovery, better living standards, busier lifestyles and more exposure to Western culture. Furthermore, many Vietnamese consumers are likely to continue to opt for baked goods to replace traditional breakfast options such as noodles and other street food due to hygiene concerns.

Biscuits

TRENDS

  • The trend towards more premium branded biscuits started in 2010 and continued into 2014. Better living standards, increasing consumer awareness of health and wellness, and growing concern for food hygiene were the key factors that supported this trend. Local media reported many cases of food poisoning and food products with harmful ingredients, which made consumers more cautious when choosing food products. Many Vietnamese consumers believe quality is aligned to price and are willing to pay for expensive products. In general, thanks to these reasons, premiumisation in biscuits continued in 2014.

COMPETITIVE LANDSCAPE

  • Kinh Do Corp remained the leading player with a 37% value share in 2014. The company ranked first in both savoury biscuits/crackers and sweet biscuits with 55% and 32% value shares in 2014, respectively. The good reputation, strong brand equity and well diversified product portfolio were the company's competitive advantages. Furthermore, the company possessed an efficient distribution network across 64 cities of Vietnam covering both modern and traditional channels. Compared to other rivals in biscuits, Kinh Do Corp was more active in terms of marketing and promotional activities especially for special occasions such as the Lunar New Year.

PROSPECTS

  • Over the forecast period, biscuits is expected to register a CAGR of 6% in constant value terms. This high expectation is supported by the anticipated economic recovery, higher living standards and increasing premiumisation in biscuits. Furthermore, manufacturers are likely to launch new product developments and marketing and promotional activities to help stimulate demand for biscuits and boost sales.

Breakfast Cereals

TRENDS

  • In 2014, breakfast cereals recorded current value growth of 14%. This good performance was thanks to consumers' busier lifestyles, increased sophistication and greater exposure to Western lifestyles. Towards the end of the preview period, many Vietnamese consumers became more familiar with breakfast cereals, which are readily available in big supermarkets/hypermarkets and convenience stores. As a result, in 2014, the category's current value growth was one percentage point higher than in 2013 despite the ongoing economic downturn.

COMPETITIVE LANDSCAPE

  • Kellogg Co remained the leader in breakfast cereals in 2014 and accounted for 71% of retail value sales. The company has a diversified product portfolio, a good reputation and a wide distribution network. In addition, its marketing strategy that targeted children was effective. However, the company's value share declined in 2014 due largely to the fast development of its main rival, Nestlé Vietnam Ltd.

PROSPECTS

  • Breakfast cereals is expected to register a CAGR of 9% in constant value terms over the forecast period to reach VND59 billion in 2019. The high expectation for the category is supported by increasing exposure to Western culture, expected economic recovery, better living standards and manufacturers' efforts to stimulate demand for breakfast cereals. Indeed, these players are predicted to further invest in educating consumers about the benefits of breakfast cereals.

Overview

Discover the latest market trends and uncover sources of future market growth for the Bakery industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bakery industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bakery in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bakery in Vietnam?
  • What are the major brands in Vietnam?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

Table of Contents

Bakery in Vietnam - Category Analysis

BAKED GOODS IN VIETNAM

  • Headlines
  • Trends
  • Competitive Landscape
  • Prospects
  • Category Data
    • Table 1. Sales of Baked Goods by Category: Volume 2009-2014
    • Table 2. Sales of Baked Goods by Category: Value 2009-2014
    • Table 3. Sales of Baked Goods by Category: % Volume Growth 2009-2014
    • Table 4. Sales of Baked Goods by Category: % Value Growth 2009-2014
    • Table 5. Sales of Packaged/Industrial Bread by Type: % Value Breakdown 2009-2014
    • Table 6. Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2009-2014
    • Table 7. NBO Company Shares of Baked Goods: % Value 2010-2014
    • Table 8. LBN Brand Shares of Baked Goods: % Value 2011-2014
    • Table 9. Distribution of Baked Goods by Format: % Value 2009-2014
    • Table 10. Forecast Sales of Baked Goods by Category: Volume 2014-2019
    • Table 11. Forecast Sales of Baked Goods by Category: Value 2014-2019
    • Table 12. Forecast Sales of Baked Goods by Category: % Volume Growth 2014-2019
    • Table 13. Forecast Sales of Baked Goods by Category: % Value Growth 2014-2019

BISCUITS IN VIETNAM

  • Headlines
  • Trends
  • Competitive Landscape
  • Prospects
  • Category Data
    • Table 14. Sales of Biscuits by Category: Volume 2009-2014
    • Table 15. Sales of Biscuits by Category: Value 2009-2014
    • Table 16. Sales of Biscuits by Category: % Volume Growth 2009-2014
    • Table 17. Sales of Biscuits by Category: % Value Growth 2009-2014
    • Table 18. NBO Company Shares of Biscuits: % Value 2010-2014
    • Table 19. LBN Brand Shares of Biscuits: % Value 2011-2014
    • Table 20. Distribution of Biscuits by Format: % Value 2009-2014
    • Table 21. Forecast Sales of Biscuits by Category: Volume 2014-2019
    • Table 22. Forecast Sales of Biscuits by Category: Value 2014-2019
    • Table 23. Forecast Sales of Biscuits by Category: % Volume Growth 2014-2019
    • Table 24. Forecast Sales of Biscuits by Category: % Value Growth 2014-2019

BREAKFAST CEREALS IN VIETNAM

  • Headlines
  • Trends
  • Competitive Landscape
  • Prospects
  • Category Data
    • Table 25. Sales of Breakfast Cereals by Category: Volume 2009-2014
    • Table 26. Sales of Breakfast Cereals by Category: Value 2009-2014
    • Table 27. Sales of Breakfast Cereals by Category: % Volume Growth 2009-2014
    • Table 28. Sales of Breakfast Cereals by Category: % Value Growth 2009-2014
    • Table 29. NBO Company Shares of Breakfast Cereals: % Value 2010-2014
    • Table 30. LBN Brand Shares of Breakfast Cereals: % Value 2011-2014
    • Table 31. Distribution of Breakfast Cereals by Format: % Value 2009-2014
    • Table 32. Forecast Sales of Breakfast Cereals by Category: Volume 2014-2019
    • Table 33. Forecast Sales of Breakfast Cereals by Category: Value 2014-2019
    • Table 34. Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
    • Table 35. Forecast Sales of Breakfast Cereals by Category: % Value Growth 2014-2019

Bakery in Vietnam - Company Profiles

Bien Hoa Confectionery Corp (Bibica) in Packaged Food (Vietnam)

  • STRATEGIC DIRECTION
  • KEY FACTS
    • Summary 1. Bien Hoa Confectionery Corp (Bibica): Key Facts
    • Summary 2. Bien Hoa Confectionery Corp (Bibica): Operational Indicators
  • COMPANY BACKGROUND
  • PRODUCTION
  • COMPETITIVE POSITIONING
    • Summary 3. Bien Hoa Confectionery Corp (Bibica): Competitive Position 2014

Packaged Food in Vietnam - Industry Context

EXECUTIVE SUMMARY

  • The economic downturn continues to adversely affect the growth of packaged food
  • Increased sophistication and increased awareness of health boosts demand for healthier products
  • Local companies receive further support from the government
  • Traditional distribution channels still play the main role in packaged food
  • A positive outlook is expected for packaged food

KEY TRENDS AND DEVELOPMENTS

  • Increased Westernisation in Vietnamese culture affects packaged food positively
  • The government continues to encourage the demand for local brands
  • Competition in packaged food becomes tougher
  • Increased health-consciousness shapes innovation and marketing activities

FOODSERVICE - KEY TRENDS AND DEVELOPMENTS

  • Headlines
  • Trends - sales to foodservice
  • Trends - foodservice
  • Prospects
  • Category Data
    • Table 36. Foodservice Sales of Packaged Food by Category: Volume 2009-2014
    • Table 37. Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
    • Table 38. Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
    • Table 39. Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INGULGENCE PRODUCTS - KEY TRENDS AND DEVELOPMENTS

  • Headlines
  • Trends
  • Competitive Landscape
  • Prospects
  • Category Data
    • Table 40. Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
    • Table 41. Sales of Impulse and Indulgence Products by Category: Value 2009-2014
    • Table 42. Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
    • Table 43. Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
    • Table 44. NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
    • Table 45. LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
    • Table 46. Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
    • Table 47. Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
    • Table 48. Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
    • Table 49. Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS - KEY TRENDS AND DEVELOPMENTS

  • Headlines
  • Trends
  • Competitive Landscape
  • Prospects
  • Category Data
    • Table 50. Sales of Meal Solutions by Category: Volume 2009-2014
    • Table 51. Sales of Meal Solutions by Category: Value 2009-2014
    • Table 52. Sales of Meal Solutions by Category: % Volume Growth 2009-2014
    • Table 53. Sales of Meal Solutions by Category: % Value Growth 2009-2014
    • Table 54. NBO Company Shares of Meal Solutions: % Value 2010-2014
    • Table 55. LBN Brand Shares of Meal Solutions: % Value 2011-2014
    • Table 56. Forecast Sales of Meal Solutions by Category: Volume 2014-2019
    • Table 57. Forecast Sales of Meal Solutions by Category: Value 2014-2019
    • Table 58. Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
    • Table 59. Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES - KEY TRENDS AND DEVELOPMENTS

  • Headlines
  • Trends
  • Competitive Landscape
  • Prospects
  • Category Data
    • Table 60. Sales of Nutrition/Staples by Category: Volume 2009-2014
    • Table 61. Sales of Nutrition/Staples by Category: Value 2009-2014
    • Table 62. Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
    • Table 63. Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
    • Table 64. NBO Company Shares of Nutrition/Staples: % Value 2010-2014
    • Table 65. LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
    • Table 66. Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
    • Table 67. Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
    • Table 68. Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
    • Table 69. Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 70. Sales of Packaged Food by Category: Volume 2009-2014
  • Table 71. Sales of Packaged Food by Category: Value 2009-2014
  • Table 72. Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 73. Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 74. GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 75. NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76. LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 77. Penetration of Private Label by Category: % Value 2009-2014
  • Table 78. Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 79. Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 80. Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 81. Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 82. Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 83. Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 4. Research Sources
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