Vietnam: Media Habits of FMCG Consumers

Driven by the growth in living standards, disposable income, foreign investment, and economy, Vietnam’s fast-moving consumer goods (FMCG) market is projected to grow by five to six percent in 2018, with rural areas growing faster than cities. In addition to retaining existing consumers, attracting new ones will continue to be a priority for FMCG brands.

To do so, understanding the impact of advertising and how it translates into purchasing is key for an effective marketing strategy. According to a recent report by Kantar Worldpanel, a company dealing in consumer insights, segmenting consumers by demographics is not enough anymore, and brands need to have a detailed understanding of the different advertising channels, such as TV, outdoor, and digital, and how it impacts their potential consumers. FMCG will account for the majority of the media advertising spending in Vietnam, which is predicted to reach VND 68 trillion (US$ 3 billion) by the end of 2018, according to GroupM.

This is an exerpt from an article appearing in Vietnam Briefing, a subsidiary of Dezan Shira & Associates. For the latest economic, regulatory and business news from Vietnam, visit vietnam-briefing.com.