Milk tea (bubble tea) demand in Vietnam
Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. 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
Total By profile
12% 9% 22% 31% 32% 34% 40%
No, 27%
88% 91% 78% 69% 68% 66% 60%
Yes, 73% Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh
Yes No
73% recognizes the milk tea, the ratio is higher at elders (88%) & HCM (91%).
Q. Do you know milk tea? (n=737) When they are aware of milk tea
47%
21%
10% 10%
5% 3% 2% 1% 2%
Less than one 1-3 months 3-6 months 6-9 months 9-12 months 1-2 years 2-3 years More than 3 Don't month years remember
67% knows about milk tea more than one year.
Q. When was the first time that you knew about milk tea? (n=354) Information source
39% 38%
29% 27%
19%
13% 11% 8% 6% 3% 3% 1%
There is Don't Friends/ store I see Advertise Available Friends Advertise Advertise At fair/ know/ relatives near my everyone On the s on at place I share/ s on the s on the events/ Others don't bought it place/ around street social usually introduce streets websites exhibition remembe for me studying/ drink it websites eat r working Top of mind 39% 38% 29% 27% 19% 13% 11% 8% 6% 3% 1% 3%
Friends are the main channel in awareness about milk tea, followed by the stores near my place/ studying/working & see everyone around drink it. Q. How did you know it? (n=354) If they have taken milk tea before
Total By profile
10% 9% 5% 11% 11% 11% 8%
No, 9%
90% 91% 95% 89% 89% 89% 92%
Yes, 91% Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh
Yes No
91% drinks milk tea, the ratio is higher at youngsters with 95%.
Q. Do you drink milk tea? (n=354) Drinking frequency
Total
5% 7% 28%
19%
10%
18% 13% Ho Chi Male Female 15-22 23-29 30-39 Hanoi Minh Less often 29% 27% 19% 26% 39% 34% 22% Once a month 12% 7% 10% 10% 10% 10% 9% Every day/almost every day 4-5 times/week Once/2-3 weeks 12% 14% 13% 18% 7% 11% 15% 2-3 times/week One a week One a week 19% 17% 19% 18% 18% 15% 21% 2-3 times/week 14% 24% 20% 18% 19% 21% 17% Once/2-3 weeks Once a month 4-5 times/week 8% 7% 12% 5% 5% 4% 10% Less often Everyday/almost every day 6% 3% 7% 4% 3% 4% 5%
About 50% drinks milk tea at least once a week, the number is higher at youngsters with 60%.
Q. How often do you drink milk tea? (n=321) 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% 3% 2% 1%
Delicious Relax For youth Refresh Fun Fat Good Good for Bad for For kids Authentic For adult Bad taste None of quality healthy health 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 Total Hanoi Ho Chi Minh Others year
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
Used before Use the most
53% 49%
35%
18% 16% 15% 12% 10% 10% 11% 9% 8% 8% 4% 6% 6% 6%4% 4% 4% 4% 3% 2% 2% 3% 2% 4% 3% 1% 1% 1% 1% 1% 1% 1% 1%
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
10.0
9.0
8.0
7.0
6.0
5.0
4.0 Conven Parking A Seat Good Good Good Good Cleann Good Friendly Good Atmost ient for Good Less Fast Country availabil variety availabil for shop Brand price quality ess location staff Wifi phere take a taste noise service origin ity menu ity options interior way 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
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
Used before Don't use anymore
53%
35%
25% 18% 15% 14% 13% 11% 11% 10% 10% 12% 8% 9% 7% 8% 6% 6% 6% 6% 5% 4% 6% 4% 6% 3% 2% 4% 4% 4% 3% 3% 2%3% 3%3% 2%3% 2% 2%
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
Used before Use the most
40% 33% 31% 31% 27% 22% 18% 17% 14% 13% 12% 11% 11% 8% 9% 8% 9% 7% 7% 7% 6% 4% 4% 3% 3% 2% 2% 2% 1% 1% 2% 3% 2% 1%1% 1%
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
10.0
9.0
8.0
7.0
6.0
5.0
4.0 Conve Good Parking A Seat Good Good Good Good Cleann Friendl Good Atmost nient Good Less Fast Countr locatio availabi variety availabi for shop Brand price quality ess y staff Wifi phere for take taste noise service y origin n lity menu lity options interior a way 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
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
40%
33% 31% 31% 27% 25%
18% 18% 17% 15% 11% 11% 11% 12% 11% 9% 8% 8% 7% 6% 7% 7% 6% 6% 5% 4% 4% 4% 4% 4% 3% 2% 3% 2% 2% 1% 1% 2% 1% 1%
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
10.0
9.0
8.0
7.0
6.0
5.0
4.0 Conveni Parking A Seat Good Good Good Good Cleanes Good Friendly Good Atomost ent for Good Less Fast Country availabil variety availabil for shop Brand price quality s location staff Wifi phere take a taste noise service origin ity menu ity options interior way 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
Good taste, convenient for take a way are the factors evaluated at both cities for the shops.
Q. Please evaluate the followings for milk tea shop you come usually most from 0 to 10. (n=269) 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)
Gender Age City
30-39, 32% 15-22, 31%
Female, 50% Male, 50% Ho Chi Minh, 50% Hanoi, 50%
23-29, 36% Q&Me – About Online Market Research Services Our Solution Survey is conducted via mobile phone and the data is processed real-time
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