NielsenIQ Case Study 2023

Business Case Objectives

This business case is designed with the purpose to understand your ability to analyze data, generate insights, and provide recommendations/ solutions to a p
on PowerPoint also helps judges to access your skill in illustrating slides, connecting the dots to build your own story, communicating ideas, and answering

Business Background

+ Client introduction: Glam Beauty has been a multi-national company (MNC) in the Personal Care industry since 2005. It has its headquarters in Indonesia
countries (i.e., Thailand, Indonesia, Singapore, and Malaysia). Consumers favor Glam Beauty for its premium image & natural ingredients.
'+ Vietnam introduction: With the polical stability and strong economic recovery after Covid, Vietnam GDP is expected to grow 7.5% in 2022 and having a
people. The growth of FMCG is also well-aligned with the economy. One of the driving force for FMCG consumption is the omni-shopper trend, coming fr
Ecommerce, which is forecasted average growth rate is +32% during 2021-2025.
+ Business performance: Total business delivers an average growth rate of +6% in sales revenue during 2019-2021, and even stronger growth of 8% in the
It has revenue contribution across its Personal Care portfolio as follows: Shampoo (35%), Facial Care (25%), Hair Conditioner (10%), Body Lotion (8%), P
+ Business objectives: With success in the current 4 operating countries, Glam Beauty targets to expand its footprint in Vietnam next year. In Oct'22, Glam
research study to (1) validate the category potentiality & (2) plan to achieve the stable growth of +8% from 2024 onwards (assuming 2023 marks the first y

Research Objectives

1/ Which is the specific category to penetrate firstly in Vietnam upon category potentiality & Glam Beauty's current portfolio focus?
2/ Which channels should they prioritize to expand in the next 3 years under the context of Omni-shopper trend?

Your Role

This case study is designed to be a “real-life” situation. You will be a NielsenIQ consultant to provide market insights and recommendations for client busin
have 30 mins for total presentation (15 mins to present & 15 mins for Q&A) to the judges, with the suggested PowerPoint file within 20 slides.
* Note: Candidates can use desk research to support your idea in the presentation.

Source: The insights & recommendations shall be upon the provided data sheets. All data used for this case is a dummy with references to​NielsenIQ, GSO
 NielsenIQ Glossary
Market Break Down
Vietnam (Offline)
MT
TT

Off-Premise

On-Premise

Fact types
TY
YA
MAT TY
MAT YA
MAT 2YA
Value Sales
Volume Sales

Category

FCMG

Facial Care

Shampoo

Hair Conditioner

Personal Wash

Body Lotion
 NielsenIQ Glossary
Definition
Total Vietnam market in Offline channels, including Traditional Trade (TT) & Modern Trade (MT)
Modern Trade (including Super Market, Convenient Stores, Minimart)
Traditional Trade. In Traditional Trade, we can break into regions (i.e., North/ Central/ South markets) or Off vs On-Premise
An offline channel includes all store types where you come to purchase and then consume somewhere else, such as Traditional Grocery, Market Stall, Dairy
Shops, etc.
An offline channel includes all store types where you come to purchase and consume onsite, such as Cafes, Restaurants, etc.

Definition
This Year. Presents a period within the current year
Year Ago. Presents a period one year earlier than the current one
Moving Annual Total This Year - data of total 12 months, from Oct 2021 to Sep 2022
Moving Annual Total Year Ago - data of total 12 months, from Oct 2020 to Sep 2021
Moving Annual Total 2 Years Ago - data of total 12 months, from Oct 2019 to Sep 2020
Sales to consumers expressed in value basis
Sales to consumers expressed in volume basis

Definition
Fast-moving consumer goods. It represents total NielsenIQ's tracking categories, divided by 7 super groups: Beer & Beverage, Cigarette, Home Care, Personal
Care, Foods, Milk-Bases, and Baby Care.

Products are specifically for external use for the face and neck area to improve the complexion and nourish the skin, or stop and treat natural acne. This category
includes 4 segments: Moisturizer, Cleanser, Makeup Remover, & Acne Treatment.

Products are in liquid or cream form and intended to wash the hair (i.e., products claimed to be “Shampoo” on the pack). It also incorporates 2in1 and 3in1
products formulated to clean and condition hair in a single step.

Product with primary function is to soften hair texture. It can be pre or post-shampoo conditioner/treatment. These products are usually in the form of thick liquid
lotion, cream, gel, or oil.

Products are in solid or liquid form and intended to wash the body, except for the face and hair. The product includes: Shower Gel, Body & Hair Wash, Body &
Hair & Conditioner, Body & Hair & Lotion, Body & Face, Soap, and Liquid Hand Wash & Hand Disinfectant.

Products are for general use on the body, including the face (but as additional features, products specialized for the face are to be excluded). These products are
intended to soften and/ or condition the skin. Products can also be made for additional claims, such as to slow down moisture loss, prevent chapped skin, prevent
redness or soften dry skin.
Source:
(1) GSO Vietnam & World Bank
(2) NielsenIQ Retail Audit data ending Sep'22

Vietnam Macro-economy
2019 2020 2021 Target 2022 YTD Sep'22
GDP % Chg vs YA 7.0 2.9 2.5 7.5 8.8
Agriculture, Forestry & Fishery 2.0 2.7 2.9 3.0
Industrial & Construction 8.9 4 4.1 9.4
Services 7.3 2.3 1.2 10.6
CPI % Change vs YA 2.8 3.2 1.8 3.8 2.7

Vietnam (Offline) - FMCG - Value Sales (in Bil. VND)

MAT 2YA MAT YA MAT TY
FMCG 379,841 359,137 395,813
Beer 76,387 66,563 76,243
Beverage (w/o Beer) 69,709 64,971 72,721
Cigarette 53,116 50,191 56,031
Baby Care 8,955 8,140 7,433
Milk Bases 55,189 54,245 55,773
Foods 68,079 69,064 75,371
Home Care 23,606 22,833 26,480
Personal Care 24,800 23,131 25,760
Source:
(1) NielsenIQ Retail Audit data ending Sep'22

Vietnam (Offline) - Personal Care by top categories, and by top 5 players

Personal Care Body Cream Lotion
MAT 2YA MAT YA MAT TY MAT 2YA MAT YA
Total category 24,800 23,131 25,760 1,923 1,921
Pure Radiance 8,931 8,225 9,173 531 545
Sales Value (in Bil. Serene Skin 3,738 3,537 3,948 392 383
VND) Blossom Beauty 2,310 2,152 2,478 169 160
Eden Beauty 1,234 1,367 1,320 82 85
Aura Cosmetics 1,173 1,007 1,269 25 54
Total category 111,901 104,386 114,257 4,310 4,169
Pure Radiance 50,731 47,636 51,325 1,544 1,549
Sales Volume (in Serene Skin 14,630 13,822 13,972 924 865
'000 KG/L) Blossom Beauty 11,720 10,752 13,027 255 241
Eden Beauty 6,172 6,865 6,695 406 449
Aura Cosmetics 3,030 2,761 3,696 5 8
y Cream Lotion Facial Care Product Hair Conditioner
MAT TY MAT 2YA MAT YA MAT TY MAT 2YA MAT YA MAT TY
2,360 3,207 3,174 3,797 2,048 1,854 1,993
727 360 337 333 1,130 1,031 1,088
415 250 286 351 443 388 410
182 461 429 551 41 36 40
109 253 257 287 32 42 53
64 205 218 281 21 30 51
5,033 3,478 3,579 4,262 10,236 9,292 9,933
1,921 443 412 410 5,576 5,246 5,550
975 231 300 409 2,188 1,883 1,969
284 555 542 739 138 132 149
540 378 397 426 250 287 326
10 318 327 393 54 66 112
 Personal Wash Shampoo
MAT 2YA MAT YA MAT TY MAT 2YA MAT YA MAT TY
5,021 4,514 5,107 7,955 7,442 7,880
2,168 1,956 2,264 4,244 3,900 4,075
180 165 182 1,685 1,616 1,646
692 664 744 559 513 548
136 130 166 551 493 493
124 129 150 235 233 254
34,243 30,908 34,110 40,092 37,369 38,506
15,587 14,411 15,908 21,980 20,409 20,953
1,748 1,620 1,710 9,053 8,483 8,388
3,771 3,702 4,102 2,570 2,332 2,483
606 581 732 2,552 2,269 2,206
545 565 658 799 759 812
Source:
(1) NielsenIQ 2022 Consumer Survey, Feb - March 2022 - Nat. Rep. ( 18 – 50 y.o), Base: SEA = 3332; TH = 455; ID = 1000; MY = 470; SG = 464; PH = 500; VN = 443
(2) Price-tier - Consumer Trading-up/down - NielsenIQ Retail Audit data ending Sep'22
(3) Channel penetration & frequency - NielsenIQ Consumer Survey - All shoppers 2017 (n=1500), 2018 (n=1702), 2019 (n=2100), 2020 (n=2100), 2021 (n=1910)

Current consumer's perception on Covid-19 (%)

SEA Thailand Indonesia Malaysia Singapore Philippines
Pandemic is over 1 1 1 3
It is an endemic, part of our lives and we will have to live with it 35 29 30 43 39 34
It is in its late stage, but we can't call it an endemic yet 38 38 44 28 31 41
It is not yet at its peak, it's far from over 21 25 22 24 20 16
It is still in its early stages 5 7 3 5 8 6
Q. Regarding Corona Virus Disease / Covid-19, Please select the response that best describes your opinion today

Current household financial situation (%)

SEA Thailand Indonesia Malaysia Singapore Philippines
Worse than pre-covid 59 71 56 52 44 62
Same as pre-covid 28 21 32 35 38 22
Better than pre-covid 12 9 12 13 18 16
Q. My current household financial situation is?

SEA - FMCG by Price-tiers - +/- Value Contribution - MAT TY vs YA

Thailand Indonesia Malaysia Singapore Philippines Vietnam
Economy (PI<80) -0.7% 2.7% 0.6% -0.2% -0.9% 0.7%
Mainstream (81-120) 1.4% -4.0% -0.8% -2.5% 0.9% -1.7%
Premium (>120) -0.8% 1.2% 0.2% 2.6% 0.0% 1.0%

Vietnam (Offline) - FMCG by Price-tiers - +/- Value Contribution - MAT TY vs YA

Economy Mainstream Premium
FMCG 0.7% -1.7% 1.0%
Beer -0.1% 3.9% -3.8%
Beverage (w/o Beer) -1.5% 1.3% 0.2%
Cigarette 2.9% 3.8% -6.7%
Baby Care 1.2% -0.5% -0.7%
Milk Bases -5.5% -1.4% 6.9%
Foods 0.8% -2.5% 1.7%
Home Care -0.4% -0.2% 0.6%
Personal Care 1.6% -3.8% 2.2%
Note: Price-tier is defined at brand level, upon the average price indix (API) of each brand versus each super- category in MAT. Economy (API < 80), Mainstream (API: 81-120), Premium (API > 120)

Top Essential/Routine household categories (%)

SEA Thailand Indonesia Malaysia Singapore Philippines
Oral care 89 91 89 89 83 95
Body care 86 91 88 85 78 91
Staples 84 82 82 90 78 86
Laundry products 84 91 77 85 79 92
Hair care 83 90 81 83 77 87
Household cleaners 81 88 81 81 75 87
Hand care 80 88 78 84 67 87
Vitamins/ Supplements/ OTC remedies 75 72 78 71 56 95
Face care 73 85 61 74 77 71
Paper products 71 76 75 75 67 63
Sauces/Condiments/Spices 69 85 80 69 48 70
Hot Beverages 68 64 71 74 63 82
Dairy 66 70 63 63 63 69
Frozen Food 55 62 37 58 55 70
Q. Please rate the “attributes” from very important to not important in your purchase decision when buying beauty and personal care products?
Note: Considered essential by at least 55% of the respondents (total level)

Vietnam - Penetration (%) - % respondents visit the store types in a month

2019 2020 2021
Wet Markets 85 86 89
Supermarkets 89 75 69
Traditional Grocery 77 75 83
Personal Care 35 46 41
Minimarts 59 57 70
Convenience Stores 41 41 50
Department Stores 13 13 13
Online Shopping 18 32 37
Ref: Q7b Which of these store types have you visited in the past 4 weeks?
Vietnam - Frequency – No. of time respondents visit the store types in a month
2019 2020 2021
Wet Markets 17.5 19.8 17.4
Supermarkets 2.3 3.0 2.5
Traditional Grocery 7.1 10.1 9.4
Personal Care 0.9 1.8 1.6
Minimarts 4.2 6.1 4.3
Convenience Stores 4.0 5.7 5.2
Department Stores 0.6 0.8 0.8
Online Shopping 1.2 2.1 2.5
Ref: Q8 On average, how often would you shop at the following type of store?
APAC Lifestyle Choices
Source: NielsenIQ Global Health & Wellness Study of 17 markets, September 2021. APAC includes Australia, China, Indonesia, India, Singapore, South Korea & Thailand.

Series 1
Generally don't think about health 5%
I'd like to be healthier but difficult prioritise in my life 17%
Focus on health only when required 13%
Sometimes triggered to look after health 11%
If a healthier option is offered will generally take it 20%
Actively make decisions on a regular basis to look after health 34%

Top 10 reasons why health has become more important in APAC

% agreement among the 'proactive health' consumer segment

APAC
I want to protect myself from potential exposure to ailments/diseases 47
I want to live a longer, healthier life into old age 46
I want to avoid preventable diseases 45
I want to look/feel healthier/be more comfortable in myself 45
Influence from talking to my family, friends or colleagues. 33
Influence from the news 32
I am re-evaluating my lifestyle and what is important to me 31
Influence from social media 27
I am worried about the number of unvaccinated people in my area 26
Rising costs of private health care/insurance 24

Source: NielsenIQ Global Health & Wellness Study of 17 markets, September 2021.
APAC includes Australia, China, Indonesia, India, Singapore, South Korea & Thailand
Vietnam

41
36
18
5

Vietnam
74
19
7
1-120), Premium (API > 120)

Vietnam
87
81
92
83
79
72
79
77
82
66
50
48
71
65
Source:
(1) Retailers’ official website, data ending Sep'22

Modern Trade Chain - Universe store number

Sep-21 Oct-21 Nov-21 Dec-21 Jan-22 Feb-22
Total MT Chain 8,411 8,450 8,770 8,946 9,351 9,370
Cash & Carry 20 20 20 20 20 20
Supermarket 454 456 457 466 468 470
Minimart 5,245 5,237 5,419 5,517 5,813 5,804
CVS 1,016 1,031 1,063 1,051 1,057 1,030
H&B + Drugstore 870 892 960 1016 1,078 1,117
Mom & Baby 806 814 851 876 915 929

Modern Trade formats by top retailers

Sep-22 Sep-21
Supermarkets 397 380
WinMart 128 123
Co.op Mart 124 124
Big C/ GO/ Tops Market 46 42
Sakuko 34 33
BRG Mart 26 19
Lan Chi Mart 24 25
An Nam Gourmet 15 7
CVS 1,043 1,016
Circle K 394 423
GS25 185 116
Family Mart 146 151
MINISTOP 132 118
B's Mart 80 108
7-Eleven 68 60
Cheers 38 36
Minimarts/Foodstores 5618 5245
WinMart+ 2873 2247
Bach Hoa Xanh 1728 1937
Co.op Food 394 455
SatraFoods 182 188
Coop Smile 110 134
T-Mart 99 66
K Market 60 63
Health, Beauty & drugstore 1410 875
Pharmacity 1092 635
Guardian 101 99
Medicare 86 86
Hasaki 76 25
Beauty Box 18 10
AB Beauty 15 9
Sociolla 13 2
Mom & Kids Chain 1157 806
Concung.com 658 448
Bibomart 160 141
Kids Plaza 156 133
AvaKids 84 0
TutiCare 59 31
Shoptretho 22 35
Mẹ và bé Cần Thơ 13 13
Cash & Carry 20 20
MM Mega Market 20 20
Mar-22 Apr-22 May-22 Jun-22 Jul-22 Aug-22 Sep-22
9,542 9,740 9,854 9,745 9,749 9,709 9,761
20 20 20 20 20 20 20
470 475 476 480 482 492 490
5,806 5,913 5,860 5,678 5,661 5,614 5,618
1,021 999 1003 1,005 1,010 1,020 1,043
1,248 1,309 1,421 1,473 1,481 1,429 1,433
977 1024 1,074 1,089 1,095 1,134 1,157
Source:
(1) NielsenIQ RRES, updated to 2021
(2) NielsenIQ Retail Audit data ending Sep'22

Vietnam (Offline) - FMCG - Number of retail stores

2019 2020 2021
Traditional Trade - Off Premise (TT Off)
Beverage Outlet 10,904 10,334 9,817
Cigarette Kiosk 6,932 6,287 6,012
Dairy Shop 4,045 4,215 4,281
Market Stall Total 58,655 55,045 53,508
Personal and Cosmetic 25,275 23,560 22,751
Pharmacy 77,549 76,757 78,027
Traditional Grocery Store 558,226 543,978 536,446
Others 9,372 9,435 9,322
Traditional Trade - On Premise (TT On)
Billard+Karaoke 24,074 22,765 21,909
Café 360,877 354,181 348,769
Eatery+RTVN 279,890 274,699 272,044
Sidewalk Eatery 13,001 12,584 12,263
Wedding Restaurant 2,076 2,004 1,981
Others 1,564 1,524 1,358
Modern Trade (MT)
Modern Trade 9,765 9,749 10,409

Vietnam (Offline) - FMCG - Value Sale (in Bil. VND)

FMCG Personal Care
MAT 2YA MAT YA MAT TY MAT 2YA
Modern Trade (MT) 58,841 61,609 66,145 8,790
Traditional Trade - Off Premise (TT Off) 251,345 240,449 264,106 16,010
Traditional Trade - On Premise (TT On) 69,656 57,079 65,562 -
Personal Care
MAT YA MAT TY
8,621 9,639
14,510 16,122
- -
Source:
(1) NielsenIQ RRES & Shopper Study, updated to 2021
(2) NielsenIQ Retail Audit data ending Sep'22

FMCG - Retailer Dynamics by Regions

North Central South
% population 36% 27% 37%
% area 35% 45% 20%
% retail stores 29% 24% 47%
Store density (stores/km2) 3.8 2.4 10.8
People/store 75.4 96.5 35.1
Ave. Store Size 20 sq.m 29 sq.m 29 sq.m
FMCG sales/store index 0.83 1.15 1.02
Retail characteristics Harder for penetration Less capacity to stock Focus on MT

Vietnam - Personal Care - Traditional Trade - Sales Value (in Bil. VND)
MAT 2YA MAT YA MAT TY
Urban vs Rural:
TT Off Urban 7,869 6,813 7,667
TT Off Rural 8,142 7,697 8,454
Regions:
TT Off North 4,823 4,715 4,916
TT Off Central 3,622 3,327 3,705
TT Off South 7,566 6,469 7,500
Source:
(1) APAC View - NielsenIQ Ecommerce & Retail Measurement data ending Sep'22
(2) APAC BASES Survey, February 2022
(3) NielsenIQ Consumer Survey - All Respondents Random (N=1028), HCM (N=478), HAN (N=378), DN (N=172)

Total APAC - FMCG by Channels - Value % Contribution

MAT 2YA MAT YA MAT TY
Traditional Trade 46.5% 43.7% 45.5%
Hyper/Super 17.5% 17.0% 15.0%
Online 14.6% 18.8% 19.5%
CVS/Minimarket 12.3% 11.9% 11.6%
Other (Baby, Dept stores etc) 5.3% 5.3% 5.2%
Drugstores/Cosmetics 3.8% 3.3% 3.2%

APAC - Factors when buying Online (%)

Feb-22
Assurance of product delivery 37%
Availability 40%
Delivery time 42%
Description of the product’s benefit 32%
Discounts/Promotions 51%
Opinions from experts/Influencers 20%
Opinions from friends/Family 24%
Pricing 58%
Product Description 36%
Product Ingredients / Specs 34%
Ratings/text reviews from user 39%
Return Policy 33%
Trusted Online Vendor 36%

Vietnam - Top categories purchased online in last 6 months (%)

Dec-21
Fashion & Sport 80%
Food and Beverage 68%
Food Delivery Apps 49%
Homecare Products 59%
Mom & Baby 51%
Personal Care 75%
Shipping 47%
Technology 66%

Vietnam Ecommerce - Personal Care by Categories - Value Sales (Bil. VND)

MAT 2YA MAT YA MAT TY
FMCG 26,551 31,773 38,117
Personal Care 2,854 3,543 5,247
Body Cream Lotion 192 213 283
Facial Care Product 770 986 1,940
Hair Conditioner 102 121 173
Personal Wash 864 912 1,197
Shampoo 379 533 789

Vietnam - Number of new launches in MAT TY

Number of new launches Number of survival new launches
TT MT Ecommerce TT
Personal Care 1,081 1,721 2,427 217
Body Cream Lotion 97 126 246 19
Facial Care Product 232 485 717 44
Hair Conditioner 179 257 350 35
Personal Wash 325 476 543 78
Shampoo 93 108 137 27
Note: New launch is defined as new variants appeared within last 12 months.
Survival new launches are those new launches that have existed at least 6 months in the channel and still had sales in latest month - Sep'22.
Vietnam (Offline) - Personal Care by top categories, and by top 5 players
Facial Care Product
MAT 2YA MAT YA MAT TY
3,207 3,174 3,797
360 337 333
250 286 351
 461 429 551
253 257 287
205 218 281

Number of survival new launches

MT Ecommerce
446 951
37 94
137 330
62 112
101 223
44 53

d sales in latest month - Sep'22.

and by top 5 players Vietnam (Offline) - FMCG - Value Sale (in Bil. VND)
FMCG Personal Care
MAT 2YA MAT YA MAT TY MAT 2YA
Modern Trade (MT) 58,841 61,609 66,145 8,790
Traditional Trade - Off Premise (TT Off) 251,345 240,449 264,106 16,010
Traditional Trade - On Premise (TT On) 69,656 57,079 65,562 -
Personal Care
MAT YA MAT TY
8,621 9,639
14,510 16,122
- -