TABLE OF CONTENTS
Chapter 1 Summary 2
Market overview : bakery and cereals 2
Summary category level: bread and rolls 3
Summary category level: breakfast cereals 4
Summary category level: cakes and pastries 5
Summary category level: cookies (sweet biscuits) 6
Summary category level: crackers (savory biscuits) 7
Summary category level: morning goods 8
Part I Summary 9
What's included this report? 9
How to use this report 9
Market definition 10
Part III Industry Overview 27
Market analysis (Value) (Vietnamese Dong), 2004-2009 27
Market analysis (Value) (Vietnamese Dong), 2009-2014 28
Market analysis (Value) (USD ), 2004-2009 30
Market analysis (Value) (USD ), 2009-2014 31
Market Analysis (Volume), 2004-2009 33
Market Analysis (Volume), 2009-2014 34
Market share analysis 37
Distribution Chanel analysis 43
Expenditure and consumption per person 45
Part IV Leading Firms Profiles 51
Kellogg Firms 51
Nestlé SA 53
Part V Category Analysis: Bread and Rolls 56
Market analysis (Value) (Vietnamese Dong), 2004-2009 56
Market analysis (Value) (Vietnamese Dong), 2009-2014 57
Market analysis (Value) (USD ), 2004-2009 59
Market analysis (Value) (USD ), 2009-2014 60
Market Analysis (Volume), 2004-2009 62
Market Analysis (Volume), 2009-2014 63
Market share analysis 66
Distribution Chanel analysis 69
Expenditure and consumption per person 71
Part VI Category Analysis: Breakfast Cereals 74
Market analysis (Value) (Vietnamese Dong), 2004-2009 74
Market analysis (Value) (Vietnamese Dong), 2009-2014 75
Market analysis (Value) (USD ), 2004-2009 76
Market analysis (Value) (USD ), 2009-2014 76
Market Analysis (Volume), 2004-2009 77
Market Analysis (Volume), 2009-2014 78
Market share analysis 79
Distribution Chanel analysis 82
Expenditure and consumption per person 84
Part VII Category Analysis: Cakes and Pastries 87
Market analysis (Value) (Vietnamese Dong), 2004-2009 87
Market analysis (Value) (Vietnamese Dong), 2009-2014 88
Market analysis (Value) (USD ), 2004-2009 90
Market analysis (Value) (USD ), 2009-2014 90
Market Analysis (Volume), 2004-2009 92
Market Analysis (Volume), 2009-2014 93
Market share analysis 95
Distribution Chanel analysis 98
Expenditure and consumption per person 100
Part VIII Category Analysis: Cookies (Sweet Biscuits) 103
Market analysis (Value) (Vietnamese Dong), 2004-2009 103
Market analysis (Value) (Vietnamese Dong), 2009-2014 105
Market analysis (Value) (USD ), 2004-2009 108
Market analysis (Value) (USD ), 2009-2014 109
Market Analysis (Volume), 2004-2009 111
Market Analysis (Volume), 2009-2014 113
Market share analysis 116
Distribution Chanel analysis 119
Expenditure and consumption per person 121
Part IX Category Analysis: Crackers (Savory Biscuits) 127
Market analysis (Value) (Vietnamese Dong), 2004-2009 127
Market analysis (Value) (Vietnamese Dong), 2009-2014 128
Market analysis (Value) (USD ), 2004-2009 130
Market analysis (Value) (USD ), 2009-2014 131
Market Analysis (Volume), 2004-2009 133
Market Analysis (Volume), 2009-2014 134
Market share analysis 136
Distribution Chanel analysis 140
Expenditure and consumption per person 142
Part X Category Analysis: Morning Goods 145
Market analysis (Value) (Vietnamese Dong), 2004-2009 145
Market analysis (Value) (Vietnamese Dong), 2009-2014 146
Market analysis (Value) (USD ), 2004-2009 148
Market analysis (Value) (USD ), 2009-2014 148
Market Analysis (Volume), 2004-2009 150
Market Analysis (Volume), 2009-2014 151
Market share analysis 153
Distribution Chanel analysis 156
Expenditure and consumption per person 158
Part XI Country Comparison 161
Value 161
Volume 165
Market share 169
Part XII New Product Development 170
Product launches over time 170
Recent product launches 172
Part XIII Macroeconomic Profile 173
Macroeconomic Indicators 173
Part XIV Research Methodology 178
Methodology overview 178
Secondary research 179
Market modeling 180
Creating an initial data model 180
Revising the initial data model 180
Creating a final estimate 181
Creating demographic value splits 181
Primary research 181
Data finalization 182
Ongoing research 182
Part XV Appendix 183
Future readings 183
How to contact experts in your market 183
Disclaimer 183
Index of Figures
Chart 1: Vietnam, bakery and cereals, value by segment (VNDm), 2004?14 29
Chart 2: Vietnam, bakery and cereals, market segment growth comparison, by value, 2004?14 32
Chart 3: Vietnam, bakery and cereals, volume by market segment (kg, million), 2004?14 35
Chart 4: Vietnam, bakery and cereals, market segment growth comparison, by volume, 2004?14 36
Chart 5: Vietnam, bakery and cereals, market share by value (%), 2008-2009 40
Chart 6: Vietnam, bakery and cereals, sales channels by value (%), 2008-2009 44
Chart 7: Vietnam, bread and rolls, value by sector (VNDm), 2004?14 58
Chart 8: Vietnam, bread and rolls, market segment growth comparison, by value, 2004?14 61
Chart 9: Vietnam, bread and rolls, volume by sector (kg, million), 2004?14 64
Chart 10: Vietnam, bread and rolls, market segment growth comparison, by volume, 2004?14 65
Chart 11: Vietnam, bread and rolls, market share by value (%), 2008-2009 67
Chart 12: Vietnam, bread and rolls, sales channels by value (%), 2008-2009 70
Chart 13: Vietnam, breakfast cereals, value by sector (VNDm), 2004?14 75
Chart 14: Vietnam, breakfast cereals, volume by sector (kg, million), 2004?14 78
Chart 15: Vietnam, breakfast cereals, market share by value (%), 2008-2009 80
Chart 16: Vietnam, breakfast cereals, sales channels by value (%), 2008-2009 83
Chart 17: Vietnam, cakes and pastries, value by sector (VNDm), 2004?14 89
Chart 18: Vietnam, cakes and pastries, market segment growth comparison, by value, 2004?14 91
Chart 19: Vietnam, cakes and pastries, volume by sector (kg, million), 2004?14 94
Chart 20: Vietnam, cakes and pastries, market segment growth comparison, by volume, 2004?14 94
Chart 21: Vietnam, cakes and pastries, market share by value (%), 2008-2009 96
Chart 22: Vietnam, cakes and pastries, sales channels by value (%), 2008-2009 99
Chart 23: Vietnam, cookies (sweet biscuits), value by sector (VNDm), 2004?14 107
Chart 24: Vietnam, cookies (sweet biscuits), market segment growth comparison, by value, 2004?14 110
Chart 25: Vietnam, cookies (sweet biscuits), volume by sector (kg, million), 2004?14 114
Chart 26: Vietnam, cookies (sweet biscuits), market segment growth comparison, by volume, 2004?14 115
Chart 27: Vietnam, cookies (sweet biscuits), market share by value (%), 2008-2009 117
Chart 28: Vietnam, cookies (sweet biscuits), sales channels by value (%), 2008-2009 120
Chart 29: Vietnam, crackers (savory biscuits), value by sector (VNDm), 2004?14 129
Chart 30: Vietnam, crackers (savory biscuits), market segment growth comparison, by value, 2004?14 132
Chart 31: Vietnam, crackers (savory biscuits), volume by sector (kg, million), 2004?14 135
Chart 32: Vietnam, crackers (savory biscuits), market segment growth comparison, by volume, 2004?14 135
Chart 33: Vietnam, crackers (savory biscuits), market share by value (%), 2008-2009 138
Chart 34: Vietnam, crackers (savory biscuits), sales channels by value (%), 2008-2009 141
Chart 35: Vietnam, morning goods, value by sector (VNDm), 2004?14 147
Chart 36: Vietnam, morning goods, market segment growth comparison, by value, 2004?14 149
Chart 37: Vietnam, morning goods, volume by sector (kg, million), 2004?14 152
Chart 38: Vietnam, morning goods, market segment growth comparison, by volume, 2004?14 152
Chart 39: Vietnam, morning goods, market share by value (%), 2008-2009 154
Chart 40: Vietnam, morning goods, sales channels by value (%), 2008-2009 157
Chart 41: Global bakery and cereals industry split (value terms, 2009), top five countries 162
Chart 42: Global bakery and cereals market sales, 2004–09, top five countries 164
Chart 43: Global bakery and cereals industry split (volume terms, 2009), top five countries 166
Chart 44: Global bakery and cereals industry volume, 2004–09, top five countries 168
Chart 45: Annual data review process 179
Index of Tables
Data table 1: Bakery and cereals category definitions 11
Data table 2: Bakery and cereals sales channels 13
Data table 3: Vietnam, bakery and cereals, value by segment (VNDm), 2004-2009 27
Data table 4: Vietnam, bakery and cereals, value projection by category (VNDm), 2009-2014 28
Data table 5: Vietnam, bakery and cereals, value by segment ($m), 2004-2009 30
Data table 6: Vietnam, bakery and cereals, value projection by category ($m), 2009-2014 31
Data table 7: Vietnam, bakery and cereals, volume by market segment (kg, million), 2004-2009 33
Data table 8: Vietnam, bakery and cereals, volume projection by category (kg, million), 2009-2014 34
Data table 9: Vietnam, bakery and cereals, brand sales by value (%), 2008-2009 37
Data table 10: Vietnam, bakery and cereals, value by brand (VNDm), 2008-2009 39
Data table 11: Vietnam, bakery and cereals, market share by value (%), 2008-2009 41
Data table 12: Vietnam, bakery and cereals, value by industry player (VNDm), 2008-2009 42
Data table 13: Vietnam, bakery and cereals, sales channels by value (%), 2008-2009 43
Data table 14: Vietnam, bakery and cereals, value by sales channel (VNDm), 2008-2009 43
Data table 15: Vietnam, bakery and cereals, spending per person (VND), 2004-2009 45
Data table 16: Vietnam, bakery and cereals, future spending per person (VND), 2009-2014 46
Data table 17: Vietnam, bakery and cereals, spending per person ($), 2004-2009 47
Data table 18: Vietnam, bakery and cereals, future spending per person ($), 2009-2014 48
Data table 19: Vietnam, bakery and cereals, consumption per person (kg), 2004-2009 49
Data table 20: Vietnam, bakery and cereals, future consumption per person (kg), 2009-2014 50
Data table 21: Kellogg Firms key facts 51
Data table 22: Nestlé SA key facts 53
Data table 23: Vietnam, bread and rolls, value by sector (VNDm), 2004-2009 56
Data table 24: Vietnam, bread and rolls, value projection by sector (VNDm), 2009-2014 57
Data table 25: Vietnam, bread and rolls, value by sector ($m), 2004-2009 59
Data table 26: Vietnam, bread and rolls, value projection by sector ($m), 2009-2014 60
Data table 27: Vietnam, bread and rolls, volume by sector (kg, million), 2004-2009 62
Data table 28: Vietnam, bread and rolls, volume projection by sector (kg, million), 2009-2014 63
Data table 29: Vietnam, bread and rolls, brand sales by value (%), 2008-2009 66
Data table 30: Vietnam, bread and rolls, value by brand (VNDm), 2008-2009 66
Data table 31: Vietnam, bread and rolls, market share by value (%), 2008-2009 68
Data table 32: Vietnam, bread and rolls, value by industry player (VNDm), 2008-2009 68
Data table 33: Vietnam, bread and rolls, sales channels by value (%), 2008-2009 69
Data table 34: Vietnam, bread and rolls, value by sales channel (VNDm), 2008-2009 69
Data table 35: Vietnam, bread and rolls, spending per person (VND), 2004-2009 71
Data table 36: Vietnam, bread and rolls, future spending per person (VND), 2009-2014 71
Data table 37: Vietnam, bread and rolls, spending per person ($), 2004-2009 72
Data table 38: Vietnam, bread and rolls, future spending per person ($), 2009-2014 72
Data table 39: Vietnam, bread and rolls, consumption per person (kg), 2004-2009 73
Data table 40: Vietnam, bread and rolls, future consumption per person (kg), 2009-2014 73
Data table 41: Vietnam, breakfast cereals, value by sector (VNDm), 2004-2009 74
Data table 42: Vietnam, breakfast cereals, value projection by sector (VNDm), 2009-2014 75
Data table 43: Vietnam, breakfast cereals, value by sector ($m), 2004-2009 76
Data table 44: Vietnam, breakfast cereals, value projection by sector ($m), 2009-2014 76
Data table 45: Vietnam, breakfast cereals, volume by sector (kg, million), 2004-2009 77
Data table 46: Vietnam, breakfast cereals, volume projection by sector (kg, million), 2009-2014 78
Data table 47: Vietnam, breakfast cereals, brand sales by value (%), 2008-2009 79
Data table 48: Vietnam, breakfast cereals, value by brand (VNDm), 2008-2009 79
Data table 49: Vietnam, breakfast cereals, market share by value (%), 2008-2009 81
Data table 50: Vietnam, breakfast cereals, value by industry player (VNDm), 2008-2009 81
Data table 51: Vietnam, breakfast cereals, sales channels by value (%), 2008-2009 82
Data table 52: Vietnam, breakfast cereals, value by sales channel (VNDm), 2008-2009 82
Data table 53: Vietnam, breakfast cereals, spending per person (VND), 2004-2009 84
Data table 54: Vietnam, breakfast cereals, future spending per person (VND), 2009-2014 84
Data table 55: Vietnam, breakfast cereals, spending per person ($), 2004-2009 85
Data table 56: Vietnam, breakfast cereals, future spending per person ($), 2009-2014 85
Data table 57: Vietnam, breakfast cereals, consumption per person (kg), 2004-2009 86
Data table 58: Vietnam, breakfast cereals, future consumption per person (kg), 2009-2014 86
Data table 59: Vietnam, cakes and pastries, value by sector (VNDm), 2004-2009 87
Data table 60: Vietnam, cakes and pastries, value projection by sector (VNDm), 2009-2014 88
Data table 61: Vietnam, cakes and pastries, value by sector ($m), 2004-2009 90
Data table 62: Vietnam, cakes and pastries, value projection by sector ($m), 2009-2014 90
Data table 63: Vietnam, cakes and pastries, volume by sector (kg, million), 2004-2009 92
Data table 64: Vietnam, cakes and pastries, volume projection by sector (kg, million), 2009-2014 93
Data table 65: Vietnam, cakes and pastries, brand sales by value (%), 2008-2009 95
Data table 66: Vietnam, cakes and pastries, value by brand (VNDm), 2008-2009 95
Data table 67: Vietnam, cakes and pastries, market share by value (%), 2008-2009 97
Data table 68: Vietnam, cakes and pastries, value by industry player (VNDm), 2008-2009 97
Data table 69: Vietnam, cakes and pastries, sales channels by value (%), 2008-2009 98
Data table 70: Vietnam, cakes and pastries, value by sales channel (VNDm), 2008-2009 98
Data table 71: Vietnam, cakes and pastries, spending per person (VND), 2004-2009 100
Data table 72: Vietnam, cakes and pastries, future spending per person (VND), 2009-2014 100
Data table 73: Vietnam, cakes and pastries, spending per person ($), 2004-2009 101
Data table 74: Vietnam, cakes and pastries, future spending per person ($), 2009-2014 101
Data table 75: Vietnam, cakes and pastries, consumption per person (kg), 2004-2009 102
Data table 76: Vietnam, cakes and pastries, future consumption per person (kg), 2009-2014 102
Data table 77: Vietnam, cookies (sweet biscuits), value by sector (VNDm), 2004-2009 104
Data table 78: Vietnam, cookies (sweet biscuits), value projection by sector (VNDm), 2009-2014 106
Data table 79: Vietnam, cookies (sweet biscuits), value by sector ($m), 2004-2009 108
Data table 80: Vietnam, cookies (sweet biscuits), value projection by sector ($m), 2009-2014 109
Data table 81: Vietnam, cookies (sweet biscuits), volume by sector (kg, million), 2004-2009 112
Data table 82: Vietnam, cookies (sweet biscuits), volume projection by sector (kg, million), 2009-2014 113
Data table 83: Vietnam, cookies (sweet biscuits), brand sales by value (%), 2008-2009 116
Data table 84: Vietnam, cookies (sweet biscuits), value by brand (VNDm), 2008-2009 116
Data table 85: Vietnam, cookies (sweet biscuits), market share by value (%), 2008-2009 118
Data table 86: Vietnam, cookies (sweet biscuits), value by industry player (VNDm), 2008-2009 118
Data table 87: Vietnam, cookies (sweet biscuits), sales channels by value (%), 2008-2009 119
Data table 88: Vietnam, cookies (sweet biscuits), value by sales channel (VNDm), 2008-2009 119
Data table 89: Vietnam, cookies (sweet biscuits), spending per person (VND), 2004-2009 121
Data table 90: Vietnam, cookies (sweet biscuits), future spending per person (VND), 2009-2014 122
Data table 91: Vietnam, cookies (sweet biscuits), spending per person ($), 2004-2009 123
Data table 92: Vietnam, cookies (sweet biscuits), future spending per person ($), 2009-2014 124
Data table 93: Vietnam, cookies (sweet biscuits), consumption per person (kg), 2004-2009 125
Data table 94: Vietnam, cookies (sweet biscuits), future consumption per person (kg), 2009-2014 126
Data table 95: Vietnam, crackers (savory biscuits), value by sector (VNDm), 2004-2009 127
Data table 96: Vietnam, crackers (savory biscuits), value projection by sector (VNDm), 2009-2014 128
Data table 97: Vietnam, crackers (savory biscuits), value by sector ($m), 2004-2009 130
Data table 98: Vietnam, crackers (savory biscuits), value projection by sector ($m), 2009-2014 131
Data table 99: Vietnam, crackers (savory biscuits), volume by sector (kg, million), 2004-2009 133
Data table 100: Vietnam, crackers (savory biscuits), volume projection by sector (kg, million), 2009-2014 134
Data table 101: Vietnam, crackers (savory biscuits), brand sales by value (%), 2008-2009 136
Data table 102: Vietnam, crackers (savory biscuits), value by brand (VNDm), 2008-2009 137
Data table 103: Vietnam, crackers (savory biscuits), market share by value (%), 2008-2009 139
Data table 104: Vietnam, crackers (savory biscuits), value by industry player (VNDm), 2008-2009 139
Data table 105: Vietnam, crackers (savory biscuits), sales channels by value (%), 2008-2009 140
Data table 106: Vietnam, crackers (savory biscuits), value by sales channel (VNDm), 2008-2009 140
Data table 107: Vietnam, crackers (savory biscuits), spending per person (VND), 2004-2009 142
Data table 108: Vietnam, crackers (savory biscuits), future spending per person (VND), 2009-2014 142
Data table 109: Vietnam, crackers (savory biscuits), spending per person ($), 2004-2009 143
Data table 110: Vietnam, crackers (savory biscuits), future spending per person ($), 2009-2014 143
Data table 111: Vietnam, crackers (savory biscuits), consumption per person (kg), 2004-2009 144
Data table 112: Vietnam, crackers (savory biscuits), future consumption per person (kg), 2009-2014 144
Data table 113: Vietnam, morning goods, value by sector (VNDm), 2004-2009 145
Data table 114: Vietnam, morning goods, value projection by sector (VNDm), 2009-2014 146
Data table 115: Vietnam, morning goods, value by sector ($m), 2004-2009 148
Data table 116: Vietnam, morning goods, value projection by sector ($m), 2009-2014 148
Data table 117: Vietnam, morning goods, volume by sector (kg, million), 2004-2009 150
Data table 118: Vietnam, morning goods, volume projection by sector (kg, million), 2009-2014 151
Data table 119: Vietnam, morning goods, brand sales by value (%), 2008-2009 153
Data table 120: Vietnam, morning goods, value by brand (VNDm), 2008-2009 153
Data table 121: Vietnam, morning goods, market share by value (%), 2008-2009 155
Data table 122: Vietnam, morning goods, value by industry player (VNDm), 2008-2009 155
Data table 123: Vietnam, morning goods, sales channels by value (%), 2008-2009 156
Data table 124: Vietnam, morning goods, value by sales channel (VNDm), 2008-2009 156
Data table 125: Vietnam, morning goods, spending per person (VND), 2004-2009 158
Data table 126: Vietnam, morning goods, future spending per person (VND), 2009-2014 158
Data table 127: Vietnam, morning goods, spending per person ($), 2004-2009 159
Data table 128: Vietnam, morning goods, future spending per person ($), 2009-2014 159
Data table 129: Vietnam, morning goods, consumption per person (kg), 2004-2009 160
Data table 130: Vietnam, morning goods, future consumption per person (kg), 2009-2014 160
Data table 131: Global bakery and cereals market sales, 2009 161
Data table 132: Global bakery and cereals industry split (value terms ($m), 2009), top five countries 164
Data table 133: Global bakery and cereals industry volume, 2009 165
Data table 134: Global bakery and cereals industry split (volume terms, 2009), top five countries 168
Data table 135: Leading players, top five countries 169
Data table 136: Vietnam bakery and cereals new product launches reports, by industry player (top five firms ), 2009 170
Data table 137: Vietnam bakery and cereals new product launches SKUs, by industry player (top five firms ), 2009 170
Data table 138: Vietnam bakery and cereals new product launches (reports), by flavor and fragrances (top 10 flavors), 2009 171
Data table 139: Vietnam bakery and cereals new product launches (reports), by ingredients (top 10 ingredients), 2009 171
Data table 140: Vietnam bakery and cereals new product launches (reports), by package tags or claims (top 10 claims), 2009 172
Data table 141: Vietnam bakery and cereals new product launches - recent five launches (2009) 172
Data table 142: Vietnam population, by age group, 2004-2009 (millions) 173
Data table 143: Vietnam population projection, by age group, 2009-2014 (millions) 174
Data table 144: Vietnam population, by gender, 2004-2009 (millions) 174
Data table 145: Vietnam population projection, by gender, 2009-2014 (millions) 175
Data table 146: Vietnam nominal Gross Domestic Product, 2004-2009 (VNDbn, nominal prices) 175
Data table 147: Vietnam nominal Gross Domestic Product projection, 2009-2014 (VNDbn, nominal prices) 175
Data table 148: Vietnam real Gross Domestic Product, 2004-2009 (VNDbn, 2000 prices) 176
Data table 149: Vietnam real Gross Domestic Product projection, 2009-2014 (VNDbn, 2000 prices) 176
Data table 150: Vietnam real Gross Domestic Product, 2004-2009 ($bn, 2000 prices) 176
Data table 151: Vietnam real Gross Domestic Product projection, 2009-2014 ($bn, 2000 prices) 177
Data table 152: Vietnam consumer price index, 2004-2009 (2000=100) 177
Data table 153: Vietnam consumer price index, 2009-2014 (2000=100) 177