Although Vietnam is big in coffee, we see the increasing demand of milk tea recently in urban areas of Vietnam. Let us see how those affect Vietnamese consumers from our survey

1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Milk tea (bubble tea) demand in Vietnam

2. 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.

3. Milk tea recognition
73% recognizes the milk tea, the ratio is higher at elders (88%) & HCM (91%).
Q. Do you know milk tea? (n=737)
Yes, 73%
No, 27%
Total
69%
78%
66% 68%
88%
60%
91%
31%
22%
34% 32%
12%
40%
9%
Male Female 15-22 23-29 30-39 Hanoi Ho Chi
Minh
By profile
Yes No

4. When they are aware of milk tea
Q. When was the first time that you knew about milk tea? (n=354)
67% knows about milk tea more than one year.
5%
3% 2% 1% 2%
10% 10%
47%
21%
Less than one
month
1-3 months 3-6 months 6-9 months 9-12 months 1-2 years 2-3 years More than 3
years
Don't
remember

5. Information source
Friends/
relatives
bought it
for me
Friends
share/
introduce
There is
store
near my
place/
studying/
working
I see
everyone
around
drink it
On the
street
Advertise
s on the
streets
Advertise
s on
social
websites
Available
at place I
usually
eat
Advertise
s on the
websites
At fair/
events/
exhibition
Others
Don't
know/
don't
remembe
r
Top of mind 39% 38% 29% 27% 19% 13% 11% 8% 6% 3% 1% 3%
39%
38%
29%
27%
19%
13%
11%
8%
6%
3%
1%
3%
Q. How did you know it? (n=354)
Friends are the main channel in awareness about milk tea, followed by the stores near my place/
studying/working & see everyone around drink it.

6. If they have taken milk tea before
90% 91% 95% 89% 89% 89% 92%
10% 9% 5% 11% 11% 11% 8%
Male Female 15-22 23-29 30-39 Hanoi Ho Chi
Minh
By profile
Yes No
Q. Do you drink milk tea? (n=354)
Yes, 91%
No, 9%
Total
91% drinks milk tea, the ratio is higher at youngsters with 95%.

7. Male Female 15-22 23-29 30-39 Hanoi
Ho Chi
Minh
Less often 29% 27% 19% 26% 39% 34% 22%
Once a month 12% 7% 10% 10% 10% 10% 9%
Once/2-3 weeks 12% 14% 13% 18% 7% 11% 15%
One a week 19% 17% 19% 18% 18% 15% 21%
2-3 times/week 14% 24% 20% 18% 19% 21% 17%
4-5 times/week 8% 7% 12% 5% 5% 4% 10%
Everyday/almost every day 6% 3% 7% 4% 3% 4% 5%
5%
7%
19%
18%
13%
10%
28%
Total
Every day/almost every day 4-5 times/week
2-3 times/week One a week
Once/2-3 weeks Once a month
Less often
Drinking frequency
Q. How often do you drink milk tea? (n=321)
About 50% drinks milk tea at least once a week, the number is higher at youngsters with 60%.

8. 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)

9. 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)

10. Images associated with milk tea
49%
43%
32%
19%
17%
14%
12% 11%
9%
5% 4%
2% 1%
3%
Delicious Relax For youth Refresh Fun Fat Good
quality
Good for
healthy
Bad for
health
For kids Authentic For adult Bad taste None of
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)

11. Milk tea shops in Vietnam
Established
year
Total Hanoi Ho Chi Minh Others
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

12. Shops in Hanoi

13. Milk tea shops popularity in Hanoi
53%
35%
18%
8% 8%
4%
12% 10% 10%
4%
11%
6%
3% 2% 2%
6%
3% 2%
6%
15%
49%
16%
9%
4% 4%
4% 3% 1% 1% 1% 1% 1% 1% 1% 1%
4%
Used before Use the most
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)

14. Shop evaluation – Hanoi
Good
price
Good
quality
Cleann
ess
Good
location
Friendly
staff
Good
Wifi
Parking
availabil
ity
A
variety
menu
Seat
availabil
ity
Atmost
phere
Conven
ient for
take a
way
Good
for
options
Good
shop
interior
Brand
Good
taste
Less
noise
Fast
service
Country
origin
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
4.0
5.0
6.0
7.0
8.0
9.0
10.0
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.

15. Stores that they used to go (but not now) - Hanoi
35%
18%
8%
53%
6%
11%
3%
10%
2% 4%
6% 8%
10%
2% 3% 2%
4%
12%
6%
15%14% 13% 11% 9% 7% 6% 6% 5% 4%
4%
4% 3% 3% 3% 3% 3% 2% 2%
6%
25%
Used before Don't use anymore
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)

16. 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)

17. Shops in Ho Chi Minh

18. Milk tea shops popularity in Ho Chi Minh
40%
31% 31%
27%
33%
18%
9%
11%
7%
12%
7% 7% 8%
4%
1% 2% 1%
3%
6%
17%
22%
14% 13%
11%
9% 8%
4% 3% 3% 2% 2% 2% 1% 1%
1%
2%
Used before Use the most
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)

19. Shop evaluation – Ho Chi Minh
Good
price
Good
quality
Cleann
ess
Good
locatio
n
Friendl
y staff
Good
Wifi
Parking
availabi
lity
A
variety
menu
Seat
availabi
lity
Atmost
phere
Conve
nient
for take
a way
Good
for
options
Good
shop
interior
Brand
Good
taste
Less
noise
Fast
service
Countr
y origin
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
4.0
5.0
6.0
7.0
8.0
9.0
10.0
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.

20. Stores that they used to go (but not now) - Ho Chi Minh
31% 31%
27%
33%
40%
12%
18%
11%
9%
7%
4%
8%
7%
3%
7%
2%
1% 1%
6%
17%18%
15%
11% 11% 11%
8%
6% 6% 5% 4% 4% 4% 4% 3% 2%
2%
2% 1% 1%
25%
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)

21. 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)

22. Shop evaluation – City
Good
price
Good
quality
Cleanes
s
Good
location
Friendly
staff
Good
Wifi
Parking
availabil
ity
A
variety
menu
Seat
availabil
ity
Atomost
phere
Conveni
ent for
take a
way
Good
for
options
Good
shop
interior
Brand
Good
taste
Less
noise
Fast
service
Country
origin
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
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Q. Please evaluate the followings for milk tea shop you come usually most from 0 to 10. (n=269)
Good taste, convenient for take a way are the factors evaluated at both cities for the shops.

23. 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)

24. AUDIENCE PROFILE

25. Respondent profile (N=354)
Hanoi, 50%
Ho Chi Minh,
50%
15-22, 31%
23-29, 36%
30-39, 32%
AgeGender
Male, 50%Female, 50%
City

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28. Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 180,000 members as of Nov, 2016
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

29. Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 180,000 members as of Nov, 2016
Married Status Household income Smartphone ownership
Single,
72%
Married
, 25%
Others,
3%
26%
24%
14%
15%
9%
5%
3%
4%
< 5M VND
5 - 7.5M VND
7.5 - 10M VND
10 - 15M VND
15 - 20M VND
20M-30M
30-40M
<40M
27%
25%
18%
8%
8%
6%
15%
18%
Apple
Samsung
Nokia
LG
Asus
Sony
Others
Do not own

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