Snacking Habit of The Youth in Vietnam

July 2012

Copyright © W&S Company Limited - 2012

Snacking habits of the youth in Vietnam

Research information

Survey on snacking habits of the youth in Vietnam

• Timing : 20th April – 4th May 2012

• Total sample size : 563

• Research area :All cities and provinces in Vietnam

• Gender : Male and Female

• Age : 16 – 29 years old

• Research objectives : Find out snacking habits of the youth in Vietnam and explore

growth opportunities for super hygienic snacking restaurants.


This research study is conducted by W&S Company Limited (100% Japanese invested) and

based on online panel of Vinaresearch.net


1. Snacking habit

Snacking restaurants have been familiar with Vietnamese young people. In fact, there is more than 60% of the surveyed people who have come to these restaurants in recent 3 months. More surprisingly, 90% of these people usually go out for snacking at least once a week and female group has a tendency of being more frequent than male one.

Most respondents usually feel appetite for snacking at sunset and evening time (76.0%).

More than 50% male and female chose snacking restaurants because of ‘good taste and cheap’. While male group comes these restaurants for ‘suitable place to eat with friends, colleagues’ (54.5%), female mainly comes for ‘Love snacking dishes’ (68.0%)

2. Snacking dishes

The surveyed people usually order ‘Sweet soups’, ‘Flipped duck eggs’ and ‘Fruits dish’. Besides that, ‘Mixing rice paper’, ‘Fried popcorn’, ‘Gracilaria’ and ‘Fired fish-ball’ are also Vietnamese young people’s favorite.

10.000 – 20.000 / dish is the most reasonable price to pay when going out for snacking.

Executive summary (1)


3. Place for snacking

6 over 10 surveyed people eat at snacking restaurants such as ‘sidewalk restaurants’ and ‘coffee / milky tea shops’ in recent 3 months.

To satisfy hygienic snacking demand of the youth, models of ‘super hygienic snacking restaurants’ have been forming. However, the percentage of choosing these type is only 28.7%.

4. Ideal snacking restaurant – Super hygienic

Most of the surveyed people chose super hygienic snacking restaurants because of ‘Food’s safety and hygiene’, ‘Cool and airy space’ and ‘Good and polite service style’.

Regarding an ideal snacking restaurant, there are top three concern things: ‘Reasonable price’, ‘Hygienic food’ , and ‘Good taste’.

In conclusion, an ideal snacking restaurant needs to have two more things which are not less important: ‘Reasonable price’ and ‘Delicious and appetizing dishes’.

Executive summary (2)


Snacking habits 6 - 11

Snacking dishes 12 - 16

Location for snacking 17 - 22

Ideal snacking restaurant – Super hygienic 23 - 29

1

2

3

4

Table of content

SNACKING HABIT


Snacking – Habit of the youth

Snacking habits

The survey result state that 6 over 10 surveyed people came to snacking restaurants within recent 3 months. 90% of these target respondents go out for snacking at least once a week, including male and female.

26.8% 23.4% 30.7%

22.6% 23.0%

23.2%

29.3% 32.8%

27.8%

10.1% 9.0%

11.4%

7.6% 10.2% 5.9%

1.2% 1.6% 1.0%

Total (N=563) Male (N=253) Female (N=310)

Frequency of snacking habit

Once a month

2 - 3 times permonth

Once a week

2 - 3 times perweek

4-5 times perweek

Everyday


Most people feel appetite for snacking in the afternoon

Snacking habits

5 - 6 p.m. is popular timing for snacking.

4.0% 5.1%

25.1%

28.5%

22.4%

4.4% 5.6%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Morning At noon(10 - 12 a.m.)

Earlyafternoon

( 3 - 4 p.m.)

Lateafternoon

(5 - 6 p.m.)

Evening(7 - 8 p.m.)

Midnight(10 - 11 p.m.)

Any time

15.0%

16.7%

24.5%

23.2%

18.6%

32.4%

45.1%

40.8%

68.0%

50.7%

65.7%

60.8%

13.1%

19.7%

20.5%

23.4%

26.2%

29.9%

36.1%

41.0%

42.6%

49.6%

50.0%

54.5% Male

Female


Reason for coming to snacking restaurants

Snacking habits

Female group comes to snacking restaurants mainly for ‘Love snacking dishes’. In contrast, the reason of male group is mostly ‘Suitable to go out with friends, colleagues’.

Suitable to go out with friends, colleagues

Good taste and cheap

Invited by friends

Love snacking dishes

Hungry

Release stress

Habit

Save time

Collect addresses of snacking restaurants to introduce with friends

Remind pupil or student time

Widely sold

Long time no eat

SNACKING DISHES


‘Sweet soups’ and ‘Flipped duck eggs’ are the most favorite dishes.

Snacking dishes

14.7%

11.8%

19.8%

19.8%

24.9%

25.5%

32.9%

37.8%

38.0%

38.4%

40.9%

44.5%

47.8%

52.2%

54.2%

55.5%

75.1%

0.0% 50.0% 100.0%

Others

Grilled octopus

Fried/boiled ravioli

"Pha lau"

Soups

Papaya/mango salad

Fried dough

"Goi cuon/Bo bia"

"Banh Beo/Bot loc/Banh nam"…

Grilled chicken legs

Fried fish-ball/beef-ball

Gracilaria/ flan cake

Boiled/fried/baked popcorn

Mixing/baking/rolling rice paper

Fruits dish

Flipped duck eggs

Sweet soups

Other favorite snacking dishes

Snacking dishes

Snacking dishes in Vietnam are diversified and rich. Besides the above dishes, ‘Mixing/baking/rolling rice paper ’, ‘Boiled/fried/baked popcorn, ‘Gracilaria/ flan cake’ and ‘Fried fish-ball/beef-ball ’ are also welcomed and consumed.


Mixing / baking / rolling

rice paper

Fruits dish


For light snack dishes such as sweet soups, flipped duck eggs, boiled/fried/baked popcorn, etc., the surveyed people usually pay under 10,000 VND for each dish.

Snacking dishes

50,000 VND and above

30,001 – 50,000 VND

20,001 – 30,000 VND

10,000 – 20,000 VND

Under 10,000VND

Flipped duck eggs

Boiled/fried/baked popcorn

Mixing/baking/rolling rice paper

“Goi cuon/Bo bia”

Sweet soups

Gracilaria/flan cake

For dishes e.g. salad or ‘pha lau’, they usually pay higher which is from 10,000 – 20,000 VND.

Snacking dishes


30,001 – 50,000 VND

20,001 – 30,000 VND

10,000 – 20,000 VND

Under 10,000 VND

Papaya/mango salad

Pha lau

Fried dough

Fried fish-ball/beef-ball

"Banh Beo/Bot loc/Banh nam" rice cake

Fruits dish

Especially, respondents are willing to pay higher for grill dishes, which is above 20,000 VND/dish.

Snacking dishes


30,001 – 50,000 VND

20,001 – 30,000 VND

10,000 – 20,000 VND

Under 10,000 VND

Grilled octopus

Grilled chicken legs

Grilled skewers meat

LOCATION FOR SNACKING

4.5%

8.7%

7.3%

22.9%

28.7%

37.3%

40.0%

42.4%

45.1%

45.8%

50.9%

53.3%

55.5%

55.8%

64.9%

0.0% 50.0% 100.0%

Cannot remember

Others

Near to hospitals

Tourism places

Super hygienic restaurants

Near to workplaces

Near to parks

Shopping centres

Markets

Theme parks

Supermarkets

Homemade

Near to schools

Coffee / Milky tea shops

Sidewalk restaurants

Sidewalk restaurants – Street cuisine habit

‘Sidewalk restaurants’ and ‘Coffee / milky tea shops’ have been more popular and familiar with many Vietnamese young people. On average, 6 over 10 surveyed people came to this two place for appetizing dishes.

Location for snacking


Male (N=253) Female(N=310)

40.5%

59.5%

To meet hygienic snacking demand of the youth, a model of ‘super hygienic snacking restaurants’ has been forming. However, the result shown that there was only 28.7% choosing this place as regular one in recent 3 months.

Super hygienic snacking restaurant – Hygienic cuisine

4.5%

8.7%

7.3%

22.9%

28.7%

37.3%

40.0%

42.4%

45.1%

45.8%

50.9%

53.3%

55.5%

55.8%

64.9%

0.0% 50.0% 100.0%

Cannot remember

Others

Near to hospitals

Tourism places

Super hygienic restaurants

Near to workplaces

Near to parks

Shopping centres

Markets

Theme parks

Supermarkets

Homemade

Near to schools

Coffee / Milky tea shops

Sidewalk restaurants

Location for snacking


IDEAL SNACKING RESTAURANT VS.

SUPER HYGIENIC SNACKING RESTAURANT

Total (%) 1st 2nd 3rd

Food safety and hygiene 94.3 87.3 4.4 2.5

Cool and airy space 47.5 2.5 25.9 19.0

Diversified and rich menu 43.7 2.5 24.1 17.1

Good and polite service style 37.3 1.9 14.6 20.9

Suitable for every age group 31.0 2.5 13.3 15.2

Follow common trend 15.8 0.6 12.0 3.2

Private space 8.9 0.6 2.5 5.7

Serve 24/24 7.6 0.6 3.2 3.8

Delivery service 5.1 0.0 0.0 5.1

Others 4.4 0.6 0.0 3.8

No specific reason 4.4 0.6 0.0 3.8

Super hygienic snacking restaurant – Hygienic cuisine

Most of the surveyed people chose super hygienic snacking restaurant because of ‘Food safety and hygiene’, ‘Cool and airy space’, and ‘Good and polite service style’

Ideal vs. super hygienic snacking restaurant

82.4%

79.5%

71.1%

70.5%

66.2%

61.3%

58.0%

54.4%

47.6%

41.8%

29.5%

24.5%

23.5%

4.4%

Reasonable price

Hygienic food

Delicious and appetizing dishes

Clean and airy restaurant

Fast and good service

Diversified food and drink

Parking area

Suitable for friendly meetings

Easy to find its location

Spacious space

Nice decoration

Extended service time

Soft music

Others

Ideal snacking restaurant


‘Reasonable price’, ‘Hygienic food’, and ‘Delicious and appetizing dishes’ are top three things for an ideal snacking restaurant.


Ideal snacking restaurant – Male vs. Female

4.1%

25.0%

26.6%

28.7%

41.0%

49.2%

53.3%

54.5%

54.5%

60.7%

61.5%

68.9%

76.2%

80.3%

4.6%

22.2%

22.9%

30.1%

42.5%

46.4%

55.2%

66.7%

60.8%

79.4%

69.9%

71.9%

82.0%

84.0%

Female

Male

Reasonable price

Hygienic food


Fast and good service

Delicious and appetizing dishes

Parking area

Diversified food and drink

Suitable for friendly meetings

Easy to find its location

Spacious space

Nice decoration

Extended service time

Soft music

Others




20.9%

25.9%

87.3%

Good and politeservice style

Cool and politeenvironment

Food safety andhygiene

Super hygienic snacking restaurant

66.2%

70.5%

71.1%

79.5%

82.4%

Good and fast service


Delicious and appetizingdishes

Hygienic food

Reasonable price

Ideal snacking restaurant

In general, if comparing with an ideal snacking restaurant, a super hygienic one can satisfy 3 criterias over top 5 ones. However, the price level at this type is rather expensive which cannot pass ‘reasonable price’.

Hygienic food

Reasonable price

From this survey, owners of super hygienic snacking restaurants should focus and balance three factors: delicious food, hygiene and reasonable price.


W&S Company Limited

Address: Fl.10, Western bank Building, 40 Pham Ngoc Thach St., District 3, HCMC.

Phone: (08) 38 223 215 Fax: (08) 38 223 216

E-mail: [email protected]

Client site : http://vinaresearch.jp

Member site : http://vinaresearch.net

CONTACT INFORMATION:

The copyright of this report belongs to W&S market research company, 2012. The results of this

survey can be publicly used, but must be cited and sourced from Vinaresearch. In the circumstance

of using the table and graphs from results of this survey, the data at the source must be clearly stated

and based on survey results collected from Vinaresearch.

Snacking Habit of The Youth in Vietnam

Lifestyle

Transcript of Snacking Habit of The Youth in Vietnam