Q3 2011 www.businessmonitor.com
VietnAM food & Drink Report INCLUDES BMI'S FORECASTS
ISSN 1749-3072 Published by Business Monitor International Ltd.
Vietnam Food & Drink Q3 2011
INCLUDES BMI'S 5-YEAR FORECASTS
Part of BMI's Industry Report & Forecasts Series
Published by: Business Monitor International
Copy deadline: April 2011
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Vietnam Food & Drink Q3 2011
CONTENTS
BMI Industry View ...... 7
SWOT ...... 9 Drink Industry SWOT ...... 9 Food Industry SWOT ...... 10 Grocery Retail Industry SWOT ...... 11 Industry Business Environment Overview ...... 12 Global Food & Drink View ...... 12 Commodity Prices Pressuring Margins ...... 12 Signs Of A Consumer Recovery In Developed Markets ...... 13 Emerging Markets Look Ever More Attractive ...... 14 Big Deals Could Be Back On The Agend ...... 16 Table: BMI FOOD & DRINK CORE VIEWS ...... 17 Asia Pacific Risk/Reward Ratings ...... 18 Table: ASIA PACIFIC FOOD & DRINK RISK/REWARD RATINGS -Q3 2011 ...... 23 Vietnam Food & Drink Business Environment Rating ...... 25
Consumer Outlook ...... 27
Industry Forecast Scenario ...... 31 Food ...... 31 Table: Table: Vietnam Food Consumption Indicators ...... 32 Table: Table: Vietnam Canned Food Sales ...... 33 Table: Table: Vietnam Confectionery Sales ...... 33 Table: Table: Vietnam Food & Drink Trade Indicators ...... 35 Drink ...... 35 Table: Table: Vietnam Alcoholic Drink Sales and Sales Growth ...... 36 Table: Table: Vietnam Hot Drink Sales ...... 37 Table: Table: Vietnam Soft Drink Sales and Sales Growth ...... 39 Mass Grocery Retail ...... 39 Table: Table: Vietnam MGR Indicators - Value Sales by Format - Historical Data & Forecasts ...... 41 Table: Grocery Retail Sales by Format - Historical Data & Forecasts (%) ...... 42 Food ...... 43 Industry Trends And Developments ...... 43 Market Overview ...... 45 Drink ...... 47 Industry Trends And Developments ...... 47 Market Overview ...... 49 Mass Grocery Retail ...... 51 Industry Trends And Developments ...... 51 Market Overview ...... 52 Table: Structure Of Vietnam's Mass Grocery Retail Market By Estimated Number Of Outlets ...... 54 Table: Structure Of Vietnam's Mass Grocery Retail Market - Sales Value By Format (US$mn) ...... 54
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Table: Structure Of Vietnam's Mass Grocery Retail Market - Sales Value By Format (VNDbn) ...... 55 Table: Average Sales Per Outlet By Format - 2010 ...... 55 Competitive Landscape ...... 56 Food ...... 56 Table: Key Players in Vietnam's Food Sector - 2011 ...... 56 Drink ...... 56 Table: Key Players in Vietnam's Drink Sector - 2011 ...... 56 Mass Grocery Retail ...... 57 Table: Key Players in Vietnam's Mass Grocery Retail Sector - 2011 ...... 57 Company Analysis ...... 59 Unilever Vietnam ...... 59 Nestlé Vietnam ...... 61 Masan Consumer ...... 63 Vietnam Dairy Products Joint Stock Company (Vinamilk) ...... 65 San Miguel Pure Foods (VN) Co Ltd ...... 67 Hanoi Beer Alcohol Beverage Corp (Habeco) ...... 69 Saigon Beer Alcohol and Beverage Corporation (Sabeco) ...... 71 Carlsberg ...... 73 Metro Cash & Carry ...... 75 Saigon Co-op ...... 77 Methodology ...... 79 Risk/Reward Ratings Methodology ...... 79 Ratings System ...... 79 Indicators ...... 79 Table: Returns ...... 79 Glossary ...... 81 Food & Drink ...... 81 Mass Grocery Retail ...... 81 BMI Food & Drink Forecasting and Sources ...... 83 How We Generate Our Industry Forecasts ...... 83 Sourcing ...... 84
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BMI Industry View
A large, youthful population and a rapid influx of foreign direct investment as firms seek to take advantage of this favourable demographic picture underline the enormous potential of Vietnam's food, drink and mass grocery retail markets, as evidenced by our latest industry forecasts. Investment will continue to flow into the industry, helping to drive double-digit annual sales growth across many market sub-sectors, especially given the level of maturity being reached within sectors of the industry in other South East Asian markets. That said, we note that an inflationary environment and government measures to stem inflation and put economic growth on a more sustainable footing could serve to undermine demand in the short term.
Headline Industry Data
• Food Consumption will grow by 72.3% to 2015, albeit from a very low base thanks to rising consumer affluence and the ongoing spread of mass grocery retail
• We have revised up our 2011 Vietnam beer consumption forecast from high single digits to 17.7% on the back of sustained industry investment and the strong performance of leading industry players
• To 2015 we expect mass grocery retail sales to increase by 54.1% (2011 growth is forecast at 15.9%), with hypermarkets set to be the outperformers in growth terms
Key Industry Trends
Weaker Retail Sales Data - Vietnamese retail sales of goods and services rose by 22.6% year-on-year in Q111 to reach VND451.8trn. Adjusted for inflation, which remains elevated, sales increased by 8.7%. The inflation-adjusted increase is far lower than the growth rate experienced for the same period of 2010 and 2009 (24.1% and 14.4% respectively). Weaker growth has been attributed to the severity of inflationary pressures and the impact this has had on consumer spending power. A number of retailers have already unveiled measures that attempt to address this problem by launching significant promotional campaigns, offering discounts across a range of daily essential items (among them are Big C and Lotte Mart) in an attempt to show that they are sharing the burden of elevated costs with consumers and thus retaining consumer loyalty.
Inflation Remains A Concern - The inflationary burden on the Vietnamese consumer is getting heavier. With Brent crude prices reaching highs not seen since mid-2008, Vietnamese manufacturers and suppliers have increased their sale prices, as they contend with soaring electricity and fuel prices. In response to the respective 20% and 15% increases in petrol and electricity prices announced by the government, the majority of Vietnamese manufacturers and suppliers raised their sale prices from March 1 2011. Faced with
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the threat of surging transportation costs and sale prices from manufacturers, Vietnamese retailers have hiked prices of perishable products, which are directly exposed to petrol and electricity price increases, by 10-18%. On the other hand, prices of non-perishable goods, which bear indirect influences from inflationary trends in fuel and electricity, have been increased by 5%.
Key Company Trends
Largest Ever PE Deal - Global private equity (PE) firm Kohlberg Kravis Roberts & Co (KKR) has agreed to acquire a 10% stake in Vietnamese consumer goods producer Masan Consumer. Vietnam is emerging on the radars of PE investors looking to entrench themselves in the favourable consumer plays of emerging markets (EMs). KKR has agreed to acquire the stake in Masan Consumer, the largest producer of condiments like fish, soy and chilli sauce and the second biggest producer of instant noodles in Vietnam, for US$159mn, marking the largest PE investment in the country. Masan Consumer is a subsidiary of Masan Group, one of the largest private sector conglomerates in Vietnam. Upon completion of the acquisition, Masan Group's equity stake in Masan Consumer will decrease from 86.6% to 78%.
Key Risks to Outlook
We remain concerned that excessive monetary tightening in an attempt to battle rising inflationary pressures could result in a hard landing for the Vietnamese economy. Nonetheless, inflation remains a problem that must be tackled. Manufacturers have already had to implement a number of price hikes and while larger retailers have tried to counter the impact of these via loyalty problems, they will not be able to profitably sustain these indefinitely, meaning higher costs will have to be passed on to consumers.
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SWOT Drink Industry SWOT
Vietnam Drink Industry SWOT
Strengths • Vietnamese consumers, particularly the young and affluent, are interested in brands, and, accordingly, renowned Western products backed by investment in marketing and promotions tend to have highly successful launches.
• The wealthy urban centres of Hanoi and Ho Chi Minh City now provide highly receptive consumer audiences.
• Alcoholic drinks are widely consumed and have gained popularity in recent years.
• Vietnam has been one of the fastest-growing economies in Asia in recent years, with GDP growth averaging 7.6% annually between 2000 and 2009
Weaknesses • There are wide income disparities between urban and rural areas, and local consumption patterns vary significantly according to income.
• The drinks industry remains largely fragmented except for a few key sectors, such as alcoholic and soft drinks.
• Vietnam's infrastructure is still weak. Roads, railways and ports are inadequate to cope with the country's economic growth and links with the outside world.
Opportunities • Accession to the WTO, in January 2007, will continue to benefit Vietnamese exporters, with the gradual removal of market barriers and trade restrictions set to increase competition.
• Vietnam's large domestic market, growing export opportunities and low labour costs, as well as the prospect of acquiring newly privatised drink companies, offer further investment opportunities.
• A growing tourism sector is fuelling interest in convenience categories, in addition to sub-sectors such as soft and alcoholic drinks.
• In line with consumers' rising disposable incomes, there are opportunities for premium-branded products in the soft and alcoholic drinks sub-sectors.
• The global trend towards health-consciousness provides an opportunity for drinks manufacturers to diversify into perceived healthier options.
Threats • Vietnam's WTO membership may result in smaller companies unable to cope with the increased competition being forced out of business.
• Rising raw-material costs threaten profitability in this competitive market in which higher prices cannot easily be passed on to consumers.