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Milk tea (bubble tea) demand in Vietnam

Overview

This survey was conducted in order to find out the milk tea drinking behavior & brands evaluation of the popular milk tea shops. The survey was conducted to over 350 male and female 15 – 39 years old living in HCM and Hanoi.

Milk tea recognition

73% recognizes the milk tea, the ratio is higher at elders (88%) & HCM (91%).

Q. Do you know milk tea? (n=737)

Yes, 73%

No, 27%

Total

69% 78%

66% 68% 88%

60%

91%

31% 22%

34% 32% 12%

40%

9%

Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh

By profile

Yes No

When they are aware of milk tea

Q. When was the first time that you knew about milk tea? (n=354)

67% knows about milk tea more than one year.

5% 3% 2% 1% 2%

10% 10%

47%

21%

Less than one month

1-3 months 3-6 months 6-9 months 9-12 months 1-2 years 2-3 years More than 3 years

Don't remember

Information source

Friends/relatives bought it for me

Friends share/

introduce

There is store

near my place/

studying/working

I see everyone around drink it

On the street

Advertises on the streets

Advertises on

social websites

Available at place I usually

eat

Advertises on the websites

At fair/events/

exhibition Others

Don't know/don't

remember

Top of mind 39% 38% 29% 27% 19% 13% 11% 8% 6% 3% 1% 3%

39% 38%

29% 27%

19%

13% 11% 8% 6%

3% 1%

3%

Q. How did you know it? (n=354)

Friends are the main channel in awareness about milk tea, followed by the stores near my place/studying/working & see everyone around drink it.

If they have taken milk tea before

90% 91% 95% 89% 89% 89% 92%

10% 9% 5% 11% 11% 11% 8%

Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh

By profile

Yes No

Q. Do you drink milk tea? (n=354)

Yes, 91%

No, 9%

Total

91% drinks milk tea, the ratio is higher at youngsters with 95%.

Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh

Less often 29% 27% 19% 26% 39% 34% 22%

Once a month 12% 7% 10% 10% 10% 10% 9%

Once/2-3 weeks 12% 14% 13% 18% 7% 11% 15%

One a week 19% 17% 19% 18% 18% 15% 21%

2-3 times/week 14% 24% 20% 18% 19% 21% 17%

4-5 times/week 8% 7% 12% 5% 5% 4% 10%

Everyday/almost every day 6% 3% 7% 4% 3% 4% 5%

5% 7%

19%

18% 13%

10%

28%

Total

Every day/almost every day 4-5 times/week

2-3 times/week One a week

Once/2-3 weeks Once a month

Less often

Drinking frequency

Q. How often do you drink milk tea? (n=321)

About 50% drinks milk tea at least once a week, the number is higher at youngsters with 60%.

Occasions for drinking milk tea

Total Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh Hang out with friends 54% 53% 54% 63% 50% 48% 52% 56% Feeling like drinking 40% 24% 56% 31% 41% 47% 32% 48% Relax after working 32% 26% 39% 19% 39% 38% 28% 36% Friend gathering 28% 25% 32% 40% 27% 18% 26% 31% Hang out witth boy friend/girl friend 24% 26% 21% 29% 32% 9% 18% 30% Relax after studying 16% 11% 20% 33% 10% 4% 15% 16% Birthday 12% 9% 16% 22% 11% 4% 13% 11% Relax after sport activity 8% 10% 6% 10% 9% 6% 8% 8% Others 3% 3% 3% 3% 3% 4% 4% 2%

Hang out with friends, feeling like drinking or relax after working are the main occasions people usually drink milk tea most.

Q. What are the occasions that you drink milk tea? (n=321)

Favorite soft drink

Total Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh Smoothies 36% 19% 53% 33% 35% 39% 37% 35% Milk tea 23% 19% 27% 35% 16% 19% 25% 21% Vietnamese coffee (with milk) 21% 32% 11% 14% 29% 20% 19% 24% Vietnamese coffee (Black) 10% 18% 2% 7% 10% 12% 9% 11% Soft drinks/ bottle drinks 5% 6% 3% 7% 2% 4% 4% 5% Coffee Cappuccino 4% 5% 3% 3% 5% 4% 6% 2% Coffee Latte 1% 2% 1% 0% 3% 1% 1% 2%

Smoothies is the type of drinking liked most with 36%, followed by milk tea (23%) & milk coffee (21%).

Q. Please rank the following in terms of your likeness: (n=354)

Images associated with milk tea

49%

43%

32%

19% 17% 14%

12% 11% 9% 5% 4% 2% 1%

3%

Delicious Relax For youth Refresh Fun Fat Good quality

Good for healthy

Bad for health

For kids Authentic For adult Bad taste None of above

When talking about milk tea, delicious, relax & for youth are the images used visualization most with 30% above.

Q. What are the images that comes up on your mind when you hear "milk tea"? (n=354)

Milk tea shops in Vietnam Established

year Total Hanoi Ho Chi Minh Others

Ding Tea Before 2010 89 61 2 26

Toco Toco 2013 61 32 4 25

Gong Cha 2006 15 2 10 3

Phuc Long 2013 16 0 15 1

Hot & Cold 2012 31 1 24 6

Hoa Huong Duong 2006 18 0 16 2

Tien Huong 2014 47 4 33 10

Bobapop 2012 49 15 28 6 First milk tea shops opening

Shops in Hanoi

Milk tea shops popularity in Hanoi

53%

35%

18%

8% 8% 4%

12% 10% 10% 4%

11% 6%

3% 2% 2% 6%

3% 2% 6%

15%

49%

16% 9%

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

4%

Used before Use the most

In Hanoi, Ding Tea is the shop visited most with 49%, followed by Toco Toco (16%) and Gong Cha (9%).

Q. Which chain milk tea shops have you been to? Which chain milk tea shop do you go to the best? (n=159)

Shop evaluation – Hanoi

Good price

Good quality

Cleanness

Good location

Friendly staff

Good Wifi

Parking availabil

ity

A variety menu

Seat availabil

ity

Atmostphere

Convenient for take a way

Good for

options

Good shop

interior Brand Good

taste Less noise

Fast service

Country origin

Ding Tea (n=66) 7.1 8.2 8.4 8.5 8.3 7.5 7.2 8.2 7.8 8.4 8.7 7.8 8.0 8.4 8.5 7.9 8.1 8.4 Toco Toco (n=21) 7.2 8.5 8.9 8.5 8.7 8.4 8.0 8.6 9.2 9.0 9.5 8.3 8.3 8.6 8.8 8.2 8.8 8.9 Gong Cha (n=12) 7.7 7.5 9.3 9.7 9.0 8.6 8.3 8.8 7.8 8.4 8.3 8.9 8.2 8.8 8.8 7.7 8.1 9.4

4.0

5.0

6.0

7.0

8.0

9.0

10.0

Gong Cha is evaluated highest at good location, cleanness & country origin, while Toco Toco is evaluated high at convenient for take a way, seat availability & atmosphere.

Q. Please evaluate the followings for milk tea shop you come usually most from 0 to 10.

Stores that they used to go (but not now) - Hanoi

35%

18%

8%

53%

6% 11%

3%

10%

2% 4% 6% 8% 10%

2% 3% 2% 4%

12% 6%

15% 14% 13% 11% 9% 7% 6% 6% 5% 4% 4% 4% 3% 3% 3% 3% 3% 2% 2% 6%

25%

Used before Don't use anymore

Although the visiting ratio are very high, but the giving up ratio are not really high with Ding Tea & Toco Toco.

Q. Which chain milk tea shops did you come before, but without any more? (n=159)

Reasons for giving up - Hanoi 28% 28%

25% 25%

13% 12% 12% 11% 10%

8% 8% 7% 6% 6% 4%

3% 2%

Bad location, bad taste are the main reasons make Hanoi people give up the shops, followed by bad price & bad quality.

Q. What are the reasons make you don't come these milk tea shops any more? (n=120)

Shops in Ho Chi Minh

Milk tea shops popularity in Ho Chi Minh

40%

31% 31% 27%

33%

18%

9% 11%

7% 12%

7% 7% 8% 4%

1% 2% 1% 3%

6%

17% 22%

14% 13% 11%

9% 8% 4% 3% 3% 2% 2% 2% 1% 1% 1%

2%

Used before Use the most

In HCM, Hot & Cold is the shop visited most with 22%, followed by Hoa Huong Duong (14%) and Phuc Long (13%).

Q. Which chain milk tea shops have you been to? Which chain milk tea shop do you go to the best? (n=162)

Shop evaluation – Ho Chi Minh

Good price

Good quality

Cleanness

Good locatio

n

Friendly staff

Good Wifi

Parking availabi

lity

A variety menu

Seat availabi

lity

Atmostphere

Convenient

for take a way

Good for

options

Good shop

interior Brand Good

taste Less noise

Fast service

Country origin

Hot & Cold (n=30) 7.4 8.3 8.5 8.2 8.1 8.0 7.6 8.7 8.3 8.2 8.0 8.1 7.8 8.3 8.8 8.0 8.0 7.8 Hoa Hướng Dương (n=19) 8.5 8.9 8.8 8.8 8.5 8.2 8.3 8.8 8.9 8.7 8.8 8.1 8.4 9.2 9.1 8.6 8.5 8.5 Phúc Long (n=17) 7.3 8.5 8.5 7.9 8.0 8.1 6.8 7.9 7.5 8.3 9.1 7.1 8.0 9.2 9.1 8.8 8.1 8.5

4.0

5.0

6.0

7.0

8.0

9.0

10.0

Phuc Long is evaluated highest at brand, good taste & convenient for take a way. Hoa Huong Duong is also evaluated high at brand & good taste.

Q. Please evaluate the followings for milk tea shop you come usually most from 0 to 10.

Stores that they used to go (but not now) - Ho Chi Minh

31% 31% 27%

33%

40%

12%

18%

11% 9%

7% 4%

8% 7%

3%

7%

2% 1% 1%

6%

17% 18% 15%

11% 11% 11% 8%

6% 6% 5% 4% 4% 4% 4% 3% 2% 2% 2% 1% 1%

25%

Hoa Huong Duong, Phuc Long are the shops given up most, followed by Gong Cha, Tien Huong, Hot & Cold in HCM.

Q. Which chain milk tea shops did you come before, but without any more? (n=162)

Reasons for giving up - Ho Chi Minh 37%

34%

20%

15% 13% 13% 12% 12% 11% 10% 9% 9% 8% 8% 6% 4% 3%

Bad price, bad location & bad quality are the main reasons make HCM people give up the shops.

Q. What are the reasons make you don't come these milk tea shops any more? (n=122)

Shop evaluation – City

Good price

Good quality

Cleaness

Good location

Friendly staff

Good Wifi

Parking availabil

ity

A variety menu

Seat availabil

ity

Atomostphere

Convenient for take a way

Good for

options

Good shop

interior Brand Good

taste Less noise

Fast service

Country origin

Total 7.6 8.4 8.6 8.4 8.4 7.9 7.6 8.5 8.2 8.4 8.8 7.9 8.1 8.6 8.9 8.0 8.3 8.5 Hanoi 7.4 8.1 8.5 8.5 8.3 7.9 7.5 8.3 8.1 8.4 8.9 8.0 8.0 8.4 8.7 7.9 8.3 8.6 Ho Chi Minh 7.7 8.6 8.7 8.3 8.5 8.0 7.6 8.7 8.2 8.4 8.7 7.9 8.3 8.8 9.0 8.1 8.3 8.4

4.0

5.0

6.0

7.0

8.0

9.0

10.0

Q. Please evaluate the followings for milk tea shop you come usually most from 0 to 10. (n=269)

Good taste, convenient for take a way are the factors evaluated at both cities for the shops.

Reasons for giving up - City 31% 31%

23% 20%

13% 13% 10% 10% 10% 10% 9% 9%

7% 7% 6% 5% 2%

Bad price, bad location & bad quality are the main reasons make people give up the shops.

Q. What are the reasons make you don't come these milk tea shops any more? (n=242)

AUDIENCE PROFILE

Respondent profile (N=354)

Hanoi, 50% Ho Chi Minh, 50%

15-22, 31%

23-29, 36%

30-39, 32%

Age Gender

Male, 50% Female, 50%

City

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0% 1%

18%

31%

22%

14%

7%

3% 3%1%

Age

19%

18%

6% 4% 3% 3%

47%

HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

56%

44%

Male Female

Gender City

Our Advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 180,000 members as of Nov, 2016

Married Status Household income Smartphone ownership

Single, 72%

Married, 25%

Others, 3%

26%

24%

14%

15%

9%

5%

3%

4%

< 5M VND

5 - 7.5M VND

7.5 - 10M VND

10 - 15M VND

15 - 20M VND

20M-30M

30-40M

<40M

27%

25%

18%

8%

8%

6%

15%

18%

Apple

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LG

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Sony

Others

Do not own

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