housewives' dream: dishwashing liquid that doesn't ruin their hand

Mar 2015

DI-MARKETING

STUDY ABOUT DISHWASHING LIQUID

USAGE IN VIETNAM

1

92% OF HOUSEHOLD ARE USING DISH WASHING LIQUID IN VIETNAM

Which products below your family are using?

2%

50%

55%

70%

71%

73%

75%

81%

92%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

None of above

Kitchen cleaner

Laundry liquid

Laundry powder

Hand wash

Toilet cleaner

Floor cleaner

Softener

Dishwashing liquid

N = 1516

2

ABOUT 1/2 RESPONDENTS HAVE THEIR DISHES WASHED 3 TIMES A DAY

How often do you wash your dishes?

Most household in Vietnam prefer to eat at homes for breakfast, lunch & dinner. They prefer to cook big meals and clean straight away after finishing them. That can be the reason why there are 50% get their dishes washed 3 times/day

51%

25%

9%

3%

10%

3%

0% 10% 20% 30% 40% 50% 60%

3 times/day

2 times/day

1 time/day

2 days/time

3 - 5 days/time

5 - 7 days/time

N = 1400

3

FEMALE ARE THE MAIN DISHWASHER IN FAMILY WITH HIGH FREQUENCE OF 3 TIMES/DAY

How often do you wash your dishes?

Who is the main dishwasher in your family?

This can be the main reason for dishwashing liquid that contain Vitamin E for skin is such a hit in the market

38%

8% 18%

10% 10% 12% 10% 8%

8%

25%

27%

26% 23% 28%

24% 19%

8%

2%

5%

4% 1%

4%

4%

0%

10%

9%

8%

8%

12%

11% 22%

46%

53%

36% 51%

57%

44% 47% 42%

0% 2% 5% 1% 1% 0% 4% 8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Brother Myself Father Partner Sister Other Mother Helper

N = 1400

5 - 7 days/time

3 times/day

3 - 5 days/time

2 days/time

2 times/day

1 time/day

4

SUNLIGHT IS THE MOST USED DISHWASHING IN VIETNAM

Which of the following brands below do you know? What is the brand that you use the most ?

Mỹ Hảo, which was established in 1990, got 50% of the market domestic share at that time. Sunlight was coming out a bit later in 1997 through Unilever. With the new products of hand skin protection and vitamin E, Sunlight has been becoming more powerful and taken over the #1 brand in Vietnam

1%

1%

3%

6%

9%

10%

24%

27%

34%

45%

50%

85%

95%

0% 20% 40% 60% 80% 100% 120%

None of above

Others

WAI

leafresh

Sạch

greenlife

Soft

Net

Amway

Gift

Lix

Mỹ Hảo

Sunlight

N = 1400

0%

0%

0%

1%

1%

1%

1%

2%

3%

3%

11%

78%

0% 20% 40% 60% 80% 100%

Greenlife

I don't buy any

Soft

Khác

I don't know

Sạch

Net

Gift

Lix

Amway

Mỹ Hảo

Sunlight

N = 1400

81% respondents know about Mỹ Hảo but only 12% of them using its products

5

TVC & POP ARE THE MOST EFFECTIVE CHANNELS TO PROMOTE THE PRODUCTS

How do you know those brands?

5%

18%

19%

33%

37%

40%

40%

60%

76%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Others

Outdoor advertising

Promotion/discount

Online advertising

News/magazine

Lots of people are using it

Friends/family

POP

TVC

N = 1400

6

HIGH QUALITY, NICE SMELL & HAND-SKIN PROTECTION ARE KEY FACTORS FOR CHOOSING A BRAND

Why did you choose that brand? (brand use the most)

2%

2%

13%

15%

24%

27%

31%

35%

38%

46%

47%

54%

63%

69%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Others

I don't care

Nice package design

Viral advertising

Environmental friendly

Cheap

POP

Lots of people using it

Well-known brand

Economic

High batteria prevention

Handskin protection

Nice smell

High quality

N = 1400

7

MAJORITY VIETNAMESE BUY DISH WASHING LIQUID ONCE EVERY 1-2 MONTHS

How frequent do you buy dishwashing?

3%

5%

12%

40%

34%

4%

2%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

I don't buy dish washing liquid

I don't remember

More than 1 time/month

1-2 months/time

2-4 months/time

4-6 months/time

More than 6 months/time

N = 1400

8

1/3 VIETNAMESE SPEND $1.5 - $2.5 FOR BUYING BUY DISHWASHING LIQUID EACH TIME

How much do you usually pay for a dishwashing liquid bottle?

4%

0%

17%

31%

26%

18%

5%

0% 5% 10% 15% 20% 25% 30% 35%

I don't buy any

Less than 50c

50c - $1.5

$1.5 - $2.5

$2.5 - $5

$5 - $10

More than $10

N = 1400

9

MEDIUM BOTTLES ARE BEING USED THE MOST FOR VIET HOUSEHOLD

How big is a dishwashing liquid bottle usually buy?

0%

2%

5%

12%

44%

17%

21%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Others

I don't know

Sachet (800g)

Small bottle (250ml - 500ml)

Medium botlle(500ml - 800ml)

Big bottle (800ml - 1l)

Big bottle (1l - 4l)

N = 1400

10

MOST CONSUMERS PREFER TO BUY THE PRODUCT AT SUPERMARKET

What's your gender?

Where do you usually buy dishwashing?

Supermarkets are reliable with the fixed price tags on each products and sometimes they can offer big promotion on their products.

1%

4%

8%

9%

23%

56%

2%

2%

1%

8%

22%

65%

2%

3%

3%

8%

22%

62%

0% 10% 20% 30% 40% 50% 60% 70%

Others

Convenience store

I don’t buy any

Market

Grocery

Supermarket

N = 1400

Grand Total

Female

Male

11

CONTACT US

• Japan & Taiwan:

o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan

o Contact person: Mr. Hideyuki Kato (CEO)

o Email: hideyuki.kato@di-marketing.com.jp

o Contact number: +81 3-5532-3200

• Vietnam:

o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,

Ho Chi Minh City, Vietnam

o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)

o Email: dang.hohai@di-marketing.com.vn

o Contact number: +84 902-73-9944

• Thailand

o Address: 10 fl Time Square Building, 246 Sukhumvit Rd, Khlongtoey, Bangkok 10110,

Thailand

o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)

o Email: woon.k@di-mktg.com

o Contact number: +66 092-282 7992

12

CONTACT US

• Singapore, Indonesia, Malaysia:

o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622

o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)

o Email: pratama.hendry@dreamincubator.com.sg

o Contact number: +65 6671 9290 | +65 8518 3870

• India:

o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622

o Contact person: Mr. Sujit Kunte (Regional representative)

o Email: kunte.sujit@dreamincubator.com.sg

o Contact number: +65 9127 7654

13