Transcript
Page 1: Sushi eating behaviors among Vietnamese

Your sub-title hereSurvey about Sushi in VietnamLocal sushi restaurants made their movement

Page 2: Sushi eating behaviors among Vietnamese

Survey summary

• 20-39 years old male / female in HCM• 500 samples• Conducted on Sept 2015

Page 3: Sushi eating behaviors among Vietnamese

Executive Summary

• Recognition of Sushi = 79%• 70% of Those who has 10M VND income and more have

eaten sushi (number goes down to 55% for the lower income group)

• Sushi to have strong association with Japan. Not strong image of “expensive”

• Sushi image for Vietnamese is more on “Makimono”• 36% of 10M below income group and 40% of above 10M

group go to sushi once per month• The budget of 70% are less than 200,000 VND • Only 13% replies that they like “raw fish”. Could be one

of the reason why nigiri sushi is not popular

Page 4: Sushi eating behaviors among Vietnamese

Sushi recognition

I eat

regular

ly

I hav

e eaten it

before

I know but h

ave neve

r eate

n it

I do not k

now0%

10%

20%

30%

40%

50%

15%

46%

18% 21%

Recognition of Sushi = 79%

Q. Do you know Sushi

Page 5: Sushi eating behaviors among Vietnamese

Sushi recognition (by income)

I eat

regular

ly

I hav

e eaten it

before

I know but h

ave neve

r eate

n it

I do not k

now0%

10%

20%

30%

40%

50%

60%

11%

44%

21%25%

20%

50%

15% 16%

Family income <10M VNDFamily income >10M VND

70% of Those who has 10M VND income and more have eaten sushi (number goes down to 55% for the lower income group)

Q. Do you know Sushi

Page 6: Sushi eating behaviors among Vietnamese

Image of Sushi

From Ja

pan

Delicious

Good for h

ealth

Expensiv

e

Occasio

ns

Fash

ionable

Affordable

Not delic

ious

Others0%

10%

20%

30%

40%

50%

60%

70%

80%68%

44%

28%20%

15% 14% 11%5% 3%

Sushi to have strong association with Japan. Not strong image of “expensive”

N=393, those who know sushiQ. What do you think about sushi?

Page 7: Sushi eating behaviors among Vietnamese

Image of Sushi 2 – Image on Vietnamese mind

Sushi image for Vietnamese is more on “Makimono”

22% 49%

18%

N= 393 those who know sushiQ. Please choose the image when you hear sushi

Page 8: Sushi eating behaviors among Vietnamese

Frequency of eating sushi

More than once a week

Once a week

Once in 2 - 3 weeks

Once a month

Once in 2 - 3 months

Once in 6 months

Once a year Less than once a year

0%

5%

10%

15%

20%

25%

8%6%

8%

14%

20%

15%

13%

15%

5%

9%

12%

18%19%

16%

5%

15%

Family income <10M VNDFamily income >10M VND

36% of 10M below income group and 40% of above 10M group go to sushi once per month

N= 329, those who have eaten sushi beforeQ. How often do you eat sushi?

Page 9: Sushi eating behaviors among Vietnamese

The budget of eating sushi

Less than 50,000

VND

50,001 - 100,000

VND

100,001 - 150,000

VND

150,001 - 200,000

VND

200,001 - 300,000

VND

300,001 - 400,000

VND

400,001 - 500,000

VND

More than 500,000

VND

0%

5%

10%

15%

20%

25%

30%

35%

18%

27%

18%

13% 12%

6%

2% 3%

22%

33%

16%

13%

8%6%

1% 2%

14%

20% 21%

14%16%

7%

3%5%

TotalFamily income <10M VNDFamily income >10M VND

The budget of 70% are less than 200,000 VND N= 329, those who have eaten sushi beforeQ. How much did you pay at last time you had paid for sushi

Page 10: Sushi eating behaviors among Vietnamese

Popular sushi restaurant under 200K VND budget in HCM (1)

• Name: Sushi193• Location: Dist 5, HCM• Budget: 12,000 VND 〜 165,000 VND

• Street sushi restaurant• Customers per day: 200 people (weekday) 500 people (weekend)• Estimated sales per day in weekday: 30,000,000 VND (weekday) 75,000,000 VND (weekend)

• Popular menu• PURAI: 48,000 VND• Sushi combo: 75,000 VND

Street sushi restaurant in HCM. The place got popular mainly due to the word of mouth, and with the help of Foody. The chef has learned how to cook in Japan and makimono is popular here.

Page 11: Sushi eating behaviors among Vietnamese

Popular sushi restaurant under 200K VND budget in HCM (2)

• Name: Sushi Duong Pho• Location: Dist Go Vap, HCM• Budget: 15,000 VND 〜 150,000 VND

• Street sushi restaurant• Customers per day: 100 people (weekday) 200 people (weekend)• Estimated sales per day: 7,500,000 VND (weekday) 15,000,000 VND (weekend)

• Popular menu• Makimono with panko and pork: 25,000 VND• Makimono with panko and salmon: 25,000 VND

This street vendor has advertising in Zalo and Facebook. It doesn’t have Foody. It was opened 1 and half years ago. Makimono and fried chicken are popular here.

Page 12: Sushi eating behaviors among Vietnamese

Sushi that Vietnamese eat

Makimono is more commonly taken

49%

N= 329, those who have eaten sushi before Q. Please choose what you eat when you eat sushi

33% 30% 61%

45% 26%

Page 13: Sushi eating behaviors among Vietnamese

Perception on “raw fish”

13%

87%

Do you like raw fish?

Only 13% replies that they like “raw fish”. Could be one of the reason why nigiri sushi is not popular

N= 329, those who have eaten sushi before Q. Please choose what is applicable to you

Page 14: Sushi eating behaviors among Vietnamese

Q&Me is the market research that helps you understand Vietnam market broad and deep by offering both of

quantitative and qualitative survey online.

+ =

[email protected]

Quantitative Survey Qualitative Survey Better UnderstandingUnderstand the consumer trend and opinions through the numeric data

Feel the insight of your targetaudience through online focusgroup of chatting.

You receive both of generic and deep information easily with affordable pricing.


Recommended