CONSUMERS & BRANDS

Target audience: Beer drinkers

in Vietnam

Consumer Insights

August 2023
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers that answered ’’Beer’’ Design: Online Survey, split questionnaire design
(only shown to respondents of legal drinking age) to
Duration: approx. 15 minutes
the multi-pick question ’’Which of these beverage
products do you consume regularly?’’. Language: official language(s) of each country with
American English offered as an alternative
The report offers the reader a comprehensive
overview of beer drinkers in Vietnam: who they are; Region: 56 countries
what they like; what they think; and how to reach
Number of respondents:
them. It provides insights on their demographics, • 12,000+ for countries with the extended survey
lifestyle, opinions, and marketing touchpoints. • 2,000+ for the basic survey
Additionally, the report allows the reader to
Sample: Internet users, aged 18 – 64, quotas set on
benchmark beer drinkers in Vietnam (’’target
gender and age
audience’’) against the average Vietnamese onliner,
labelled as ’’all respondents’’ in the charts. Fieldwork:
• Continuous from January to December
The report is updated quarterly and is based on data • Countries that receive the basic survey are updated
from the Statista Consumer Insights Global survey. every year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of August 2023

 Beer drinkers in Vietnam
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

Millennials make up a relatively large Beer drinkers value similar aspects of 62% of beer drinkers state that Beer drinkers tend to read online
segment of beer drinkers. life as the overall consumer. customer reviews on the internet are magazines more often than the average
very helpful. consumer.
53% of beer drinkers are male. Gaming and eSports are relatively
prevalent interests of beer drinkers. A relatively high share of beer drinkers On social media, beer drinkers interact
37% of beer drinkers have a medium
think that rising prices, inflation & cost with companies more often than the
annual household income. Beer drinkers are more likely to have
of living are issues that need to be average onliner.
video gaming as a hobby than the
47% of beer drinkers live in a megacity addressed.
average consumer Beer drinkers remember seeing ads
with over 5 million inhabitants.
Many beer drinkers have centrist directly in the store more often than the
political views. average consumer.

Beer drinkers remember seeing ads on

social media more often than the
average consumer.

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community
 Millennials make up a relatively large segment of beer drinkers
Demographic profile: life stages

Age of consumers in Vietnam

Target audience 21% 50% 27% 2%

All respondents 27% 44% 25% 4%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 53% of beer drinkers are male
Demographic profile: gender

Gender of consumers in Vietnam

Target audience 53% 47%

All respondents 50% 50%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 87% of beer drinkers have a college degree
Demographic profile: education

Consumer’s level of education in Vietnam

82%
77%

9% 11%
3% 4% 5% 5%
0% 0% 1% 2% 0% 1%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 37% of beer drinkers have a medium annual household income
Demographic profile: income

Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income

Target audience 34% 37% 29%

All respondents 35% 34% 31%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which of these beverage products do you consume regularly?;
Multi Pick; Base: n=529 beer drinkers, n=1902 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 A relatively high share of beer drinkers live in a nuclear family
Demographic profile: household classification

Type of households in which consumers in Vietnam live​

57%

50%

25%
22%
18%
13%

3% 4%
1% 2% 1% 2% 1% 2%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer
drinkers, n=2096 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 47% of beer drinkers live in a megacity with over 5 million inhabitants
Demographic profile: type of community

Communities where consumers live in Vietnam

47%

42%

24% 24%
19% 20%

6% 6%
4% 4%
3%
1%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

 Beer drinkers value similar aspects of life as the overall consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in Vietnam

46% 46% 46% 46%

36% 36%
32% 31%
30% 30% 28% 29%
25% 24% 25% 25% 24% 25%

8% 9%

To be Having a Making An honest Learning A happy Advancing Safety and Social Traditions
successful good time my own and new things relationship my career security justice
decisions respectable
life
Target audience All respondents

12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers,
n=2096 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Gaming and eSports are relatively prevalent interests of beer drinkers
Consumer lifestyle: main interests

Top 10 interests of beer drinkers in Vietnam

64% 63%
58% 57%
55% 55%
52% 52% 52% 51%
48% 46% 44% 44% 44%
40% 41%
37% 38%
30%

Food & Finance & Health & Science & Travel Fashion Sports Movies, Family & Gaming &
dining economy fitness technology & beauty TV shows parenting eSports
& music

Target audience All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Beer drinkers are more likely to have video gaming as a hobby than the average
consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of beer drinkers in Vietnam

57% 57%
50% 50%
48% 47% 46%
43% 42%
41% 41% 39% 39%

32% 33% 32%

30% 30% 31%
25%

Tech & Traveling Video Doing Cooking Reading Cars / Outdoor Gardening Socializing
computers gaming sports / baking vehicles activities and plants
and fitness

Target audience All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Challenges facing the country

• Politics

15
 62% of beer drinkers state that customer reviews on the internet are very
helpful
Consumer attitudes

Agreement with statements in Vietnam

63% 62%
57% 58%
54%
52%
44% 42%

11% 11%

When shopping, I look Customer reviews on the I avoid artificial flavors I always shop at I have one or more
out for special offers internet are very helpful and preservatives the same stores food intolerances

Target audience All respondents

16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=1049 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 A relatively high share of beer drinkers think that rising prices, inflation & cost of
living are issues that need to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Vietnam according to beer drinkers

54% 54%
48% 49% 48%
47% 47%
44% 43%
41%
38% 39%
34% 33%
29% 28%
24% 24%
21% 20%

Environ- Climate Economic Rising prices Health Education Unemploy- Food and Crime Poverty
ment change situation / inflation / and social ment water
cost of living security security

Target audience All respondents

17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer
drinkers, n=2096 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Many beer drinkers have centrist political views
Consumer attitudes: politics

Political attitudes of consumers in Vietnam

Target audience 12% 50% 26% 12%

All respondents 13% 47% 27% 13%

Left Center Right Prefer not to answer

18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which of these beverage products do you
consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER 04

Marketing touchpoints

• Media usage

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

 Beer drinkers tend to read online magazines more often than the average
consumer
Marketing touchpoints: media usage

Type of media consumers in Vietnam have been using in the past 4 weeks
86% 85%
80% 80%
75%
67%
64% 63%
55% 57%
54% 55%

41% 40%
37% 35% 36%
32% 32%
27%
18% 16%

TV Digital video Online news Online Digital music Movies / Magazines Podcasts Radio Daily Weekly
content websites magazines content cinema newspapers newspapers
Target audience All respondents

20 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents

Sources: Statista Global Consumer Survey as of August 2023

 Beer drinkers remember seeing ads on social media more often than the
average consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 places where beer drinkers in Vietnam have come across digital advertising in the past 4 weeks

69%
62% 63%

53% 53%
47%
45% 43%
40% 40% 39% 39%
37% 36% 35%
32% 34%
32% 31%
29%

Video Social Search Video Websites Online Editorial Other apps Music Video
portals media engines games and apps stores websites portals streaming
of brands and apps services
Target audience All respondents

21 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n= 2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Beer drinkers access the internet via a smart TV more often than the average
onliner
Marketing touchpoints: internet usage by device

Devices consumers in Vietnam use regularly to access the internet

98% 97%

84%
75% 76%
66%
58%
51% 54%
47%
40%
34%
27% 27%
21% 22% 21%
17%

Smartphone Laptop Smart TV Desktop PC Tablet Smartwatch Gaming Smart Streaming

console speakers device

Target audience All respondents

22 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 On social media, beer drinkers interact with companies more often than the
average onliner
Marketing touchpoints: social media usage

Social media activities in Vietnam by type​

63%
60% 59% 58% 57%
57% 54% 54%
47% 47% 46%
43%
41% 39% 39%
36% 38% 38%
33% 34%

6% 6%
0% 1%
Posted Commented Liked posts Sent private Liked Followed Shared Posted texts Shared Followed Passive social No social
pictures on posts by other messages company people posts by / status company companies media usage media usage
/ videos users posts other users updates posts

Target audience All respondents

23 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Beer drinkers remember seeing ads directly in the store more often than the
average consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Vietnam have come across non-digital advertising in the past 4 weeks

66%
62%
56%
52%
49% 48%

32% 31% 31%

26% 26% 24%
23% 23%
20% 19%

On TV Directly in On advertising In printed At the movies By mailshot / On the In printed

the store spaces magazines /cinema advertising radio daily
on the go and journals mail newspapers
Target audience All respondents

24 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these beverage products do you consume regularly?; Multi Pick; Base: n=570 beer drinkers, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 STATISTA CONSUMER INSIGHTS

Understand what drives

consumers
Gain a better understanding of consumers, brands, and markets.
With the Statista Consumer Insights, you get access to
streamlined market research tools and all results of the exclusive
Statista surveys. Leverage consumer insights to make data-driven
decisions and unlock new growth opportunities.

• Identify and understand your core audiences

• Track brand KPIs
+
• Analyze competitive landscapes
• Monitor consumer trends globally

2,000,000+ 56 3.5bn+ 15,000+ 500+

Find out more on:
Go to Consumer Insights statista.com/global-consumer-survey
interviews countries & consumers international topics &
territories represented brands industries

25
 Authors

Jan Gewiese Stefan Rau

Senior Research Manager Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
and Business Administration (M.Sc.) from the University of Hamburg. He Interned Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
at the Hamburg Center for Health Economics and Mercedes-Benz USA. interned at TNS Infratest.​

For the Statista Consumer Insights team, he is responsible for concepting reports, Stefan's current role in the Consumer Insights team at Statista focuses on process design
automation design, and is a trusted advisor to clients and stakeholders for the and report automation, specifically QA processes. Stefan’s expertise also includes Python
product. and developing the teams AI offer.

26
www.statista.com