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CONTENT POPULATION ECONOMY STANDARD LIVING CONSUMER TREND

POPULATI ON Overview Population Pyramid Key Population Trend

OVERVIEW Total population: 93,421,835 Total area: 330,972,4 km 2 6 regions, 5 key cities and 58 provinces Languages: Vietnamese (official), English (increasingly favored as a second language), some French, Chinese, and Khmer; mountain area languages (Mon-Khmer and Malayo-Polynesian) Religion: Buddhism, followed buy Catholicism are main religions. 50.67% 49.33% Male Female 66.9% 33.1% Urban Rural Average population by sex Average population by residence Source: Statistical Yearbook of Vietnam, 2013

POPULATION PYRAMID 65 & over y.o: 5,6% 55-64 y.o: 7,4% 25-54 y.o: 44,8% 15-24 y.o: 17,8% 0-14 y.o: 24,3% Source: Central Intelligence Agency (CIA)

KEY POPULATION TRENDS (Thous. Pers) 2008 2009 2010 2011 2012 Prel. 2013 Male 41956,1 42523,4 42986,1 43436,7 43912,6 44454,3 Female 43162,6 43501,6 43964,4 44403,03 44860,3 45254,6 Urban 24673,1 25584,7 26515,9 27719,3 28269,2 28874,9 Rural 60445,6 60440,3 60416,6 60120,7 60503,7 60834,0 2 1.5 1 0.5 0 1.7 1.6 1.5 1.4 Vietnam population growth rate 1.6 1.5 2008 2009 2010 2011 2012 2013 Growth Rate (%) Source: General Statistic Office,2013

ECONOMY Consumer Price Index (CPI) GDP & Inflation Monthly income Vietnam Export/ I mport Prices

VI ETNAM CONSUMER PRI CE I NDEX (CPI ) Consumer Price Index CPI in Vietnam decreased to 158.25 Index Points in January of 2015 from 158.57 Index Points in December of 2014. Consumer Price Index CPI in Vietnam averaged 81.53 Index Points from 1995 until 2015, reaching an all time high of 159.38 Index Points in October of 2014 and a record low of 41.66 Index Points in January of 1995. Consumer Price Index CPI in Vietnam is reported by the General Statistics Office of Vietnam.

VI ETNAM GDP DEFLATOR GDP Deflator in Vietnam increased to 140.91 Index Points in 2013 from 134.51 Index Points in 2012. GDP Deflator in Vietnam averaged 91.64 Index Points from 1985 until 2013, reaching an all time high of 182.44 Index Points in 2003 and a record low of 0.11 Index Points in 1985. GDP Deflator in Vietnam is reported by the General Statistics Office of Vietnam.

VI ETNAM I NFLATI ON RATE The inflation rate in Vietnam was recorded at 0.94 percent in January of 2015. Inflation Rate in Vietnam averaged 7.13 percent from 1996 until 2015, reaching an all time high of 28.24 percent in August of 2008 and a record low of -2.60 percent in July of 2000. Inflation Rate in Vietnam is reported by the General Statistics Office of Vietnam.

VI ETNAM FOOD I NFLATI ON Food Inflation in Vietnam decreased to 1.30 percent in December of 2014 from 2.39 percent in November of 2014. Food Inflation in Vietnam averaged 13.23 percent from 2004 until 2014, reaching an all time high of 74.29 percent in June of 2008 and a record low of -10.12 percent in July of 2009. Food Inflation in Vietnam is reported by the General Statistics Office of Vietnam.

GDP & INFLATION 100% GDP of Vietnam has changed rapidly. Since 2010, service area has been growing significantly while industry and construction remain almost the same. 90% 80% 38.7 42.88 42.02 41.7 43.31 Structure of GDP 2013 b 70% 60% Service 50% 40% 30% 40 38.23 37.9 38.63 38.31 Industy and construction Agriculture, forest and fishing 20% 10% 0% 21.3 18.89 20.08 19.67 18.38 2009 2010 2011 2012 2013 Source: (a) The World Bank, 2014 (b) CIA

GDP & INFLATION (Cont.) Rank Country GDP 2013 (Bill. USA) b GDP (bill. USD) a 2010 2011 2012 2013 115.932 135.539 155.820 171.390 Inflation (%) a 8.9 18.7 9.1 6.6 Growth rate (%) a 6.4 6.2 5.2 5.4 1 Indonesia 868.346 2 Thailand 387.252 3 Malaysia 313.159 4 Singapore 297.941 5 Philippines 272.067 6 Vietnam 171.390 7 Brunei 16.111 8 Cambodia 15.239 9 Laos 9.418 10 b Timor-Leste (no-oil GPD) 6.129 According to Statistical Yearbook of Vietnam 2013, Vietnam is now a member of lower middle income countries group. GDP increased 6.4% in 2010 and 6.4% in 2011 but went down 5.2% in 2012 and grew 5.4% in 2013 Source: (a) The World Bank, 2014 (b) CIA

GDP PER HEAD EVOLUTION 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 Unit: USD/per 2010 +5.3% 1,273 GDP per head a and growth rate b in Vietnam from 2010-2013 +4.3% +4.1% +5.1% 1,517 1,749 1,908 2011 2012 2013 Source: (a) General Statistic Office, 2013 (b) World Bank

MONTHLY INCOME Urban Rural Male Female Vietnam Monthly income/2012 ( thousand VND) Differences between highest income and lowest income 2012 2,989.1 1,579.4 1,929.9 2,247.1 1,999.8 7.1 time 8.0 time 9.4 time 8.9 time 9.4 time Monthly income had increased more than twice in 4 years, from 2008 to 2012. However, the gap between the highest and lowest income is quite huge, nearly 10 times. Monthly income from 2004 to 2012 (Thousand VND/per) 995.2 1,387.1 1,999.8 484.4 636.5 2004 2006 2008 2010 2012 Source: General Statistic Office, 2013

SOCIAL CLASS STRUCTURE A: 15,000,000 and higher B: 7,500,000 14,999,999 C: 4,500,000 7,499,999 D: 3,000,000 4,499,999 E: 1,500,000 2,999,999 F: 0 1,499,999 32% 38% 39% 34% 2% 4% 6% 9% 14% 21% 27% 25% 20% 14% 8% 3% 2% 2% 2010 2011 2012 A B C D E F Source: The Organisation for Economic Co-operation and Development (OECD)

VI ETNAM EXPORT PRI CES Export Prices in Vietnam decreased to 97.60 Index Points in 2013 from 99.50 Index Points in 2012. Export Prices in Vietnam averaged 104.50 Index Points from 1991 until 2013, reaching an all time high of 124.80 Index Points in 2008 and a record low of 88.10 Index Points in 2009. Export Prices in Vietnam is reported by the General Statistics Office of Vietnam.

VI ETNAM I MPORT PRI CES Import Prices in Vietnam decreased to 97.60 Index Points in 2013 from 99.70 Index Points in 2012. Import Prices in Vietnam averaged 102.82 Index Points from 1991 until 2013, reaching an all time high of 120.20 Index Points in 2011 and a record low of 88.40 Index Points in 2009. Import Prices in Vietnam is reported by the General Statistics Office of Vietnam.

LI VI NG STANDARD Health Education Technology embracer Transportation

HEALTH Thanks to the medical and technology development, people spending more money on healthcare. Therefore, Vietnamese life expectancy is getting higher every year. Unit 2006 2008 2010 2012 Life expectancy d Years 74.8 75 75.3 75.6 Life expectancy, male d Years 70.1 70.3 70.7 71.1 Life expectancy, female d Years 79.7 80 80.2 80.4 Infant mortality rate d % (per 1.000 live births) 16 15 15.8 15.4 Healthcare spending a Healthcare spending d Healthcare spending d 1000 VND/ month/per % of GDP USD per head 601.9 1,030 1,358.4 1,783.2 6.5 6 6.9 6.6 46.2 62.5 82.8 102.5 Source: General Statistic Office, 2013 (d): The World Bank

EDUCATION In 4 years, the number of educated population age 15 and over grew markedly from 91.9% in 2006 to 94.4% in 2012. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2006 2008 2010 2012 Postgraduate 0.1 0.1 0.2 0.3 College, university 4.4 5.1 6.4 7.1 Professional secondary 0.3 0.3 0.4 Secondary apprentice 1.8 2.1 1.8 Primary vocational 3.2 3.5 3.3 Lower secondary 28.7 27.9 27.1 27.5 Primary 24 23.1 22.7 22.5 No certification 14.5 13.5 14.3 14 Never go to school 8.1 7.5 6 5.6 Source: General Statistic Office

ENTERTAINMENT Consumers prefer and often have more time for 93% watching TV 72% watching games shows, enter entertainment activities at home such as watching TV, online, home party Watching TV: Vietnamese people mostly watch TV from 6pm 9pm (74%), since this is the time for dinner. The second busiest time is from 9pm 0am (50%). Time to watch a TV show usually lasts 1-2 hours. Favorite show: Favorite movie shows are the comedy-typed ones (66%). Next favorite TV shows include game, domestic music, football, and news. 75% Reading news 71% Using social network 44% Joining forums 41% Chatting online 54% Party at home 58% Hanging out with friends at coffee store 39% Shopping at supermarket Source: Intage Vietnam s Viettrack Research, 2013

ENTERTAINMENT (Cont.) 140,000,000 120,000,000 100,000,000 80,000,000 60,000,000 40,000,000 2010 2011 2012 2013 20,000,000 0 Fixed telephone (Subsribers) Mobile telephone (Subscribers) Internet users The number of mobile telephone subscribers slightly decreased from 2012 to 2013 because the affect of the explosion of mobile applications for free call and message. Example: Viber, Line, Kakao Talk, Source: Ministry of Information and Education

TECHNOLOGY EMBRACER Households with computers a 4,365,002 3,371,051 2,282,030 3,095,791 3,736,627 2008 2009 2010 2011 2012 A number of households that have computer grew nearly 50% in 4 years, from 2008 to 2012. In 2012, for every 100 Vietnamese people, there were 145 mobile phones b Singapore Indonesia Vietnam 109 147 148 The percentage of mobile phone over total population b Thailand 117 % over total population 0 50 100 150 200 Source: (a) Ministry of Information and Education (b)vietnam e-commerce and information technology agency

TRANSPORTATION 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 The number of motorbikes and automobiles increase in 2013 and 1014 2,800,000 3,327,000 Despite of the fast growth of automobile used in Vietnam, the main transportation is motorbike. According Ministry of Transportation, the number of motorbikes of the country will be about 36 million in 2020. However, there were 37 millions motorbikes is Vietnam in 2013 and that number is still increasing. 500,000 0 110,519 157,810 2013 2014 Automobiles Motorbikes Source: Vietnam Automobile Manufactures Association (VAMA) Vietnam Association of Motorcycle Manufacturers (VAMM)

CONSUMER TREND FMCG growth in Asia Popular consumer products FMCG consumption Retail Sales Consumption Rate Consumer Expenditure by sector Where consumers shop? How much consumers spend?

CONSUMER SHOPPING PATTERN IN 2013 vs. 2015 N=500 2013 2015 15 8 22 39 26 23 29 17 6 14 Vietnam is expected to have significant change of customer shopping pattern as the ratio of people who are willing to pay for the product they want is doubled in total. The fact that negotiation group covers 30% of consumers in the whole country might urge manufacturers to manage promotion campaigns to attract them. Willingness Cut down Negotiation Minimum demand Substitute Source: Intage Vietnam Viettrack research, 2015

CONSUMER EXPENDITURE BY SECTOR Generally, expenditure on each daily necessity item in next 12 months will be increased in all areas. Necessary products, Valuable goods are top 2 categories that consumers will spend more 9% 12% 1% Necessary products (Exp: foods, household goods ) Personal-care products (Exp: clothes, cosmetic, sport activitives ) Valuable goods (Exp: cars, electronic ) 15% 53% Long-term investment (Exp: education, insurance ) Healthcare & Entertainment (Exp: health service, travel ) 10% Others Source: Intage Vietnam Viettrack research, 2015

EXPENDINTURE IN THE NEXT 12 MONTHS These are the most 3 expenditures in different category in 2015. Health care service, electronic devices, fashion items and internet cost will have highest increase among others. Health & Entertainment High value & long-term investment Personal products Daily necessity 1 st Health care service Electronic devices Fashion items such as clothes, shoes, etc. Internet cost, 3G phone 2 nd Tonic, functional foods, vitamin Saving for backup/business Personal care product such as shampoo, deodorant, etc. Gathering, eating & drinking outside 3 rd Prescription medicine Saving for buying motorcycles Beauty care service Convenience food N = 500 (Ha Noi, HCMC, Da Nang, Can Tho) Source: Intage Vietnam Viettrack research, 2015

VI ETNAM I NFLATI ON RATE MoM The Consumer Price Index in Vietnam decreased 0.20 percent in January of 2015 over the previous month. Inflation Rate Mom in Vietnam averaged 0.56 percent from 1995 until 2015, reaching an all time high of 3.91 percent in May of 2008 and a record low of -1.14 percent in March of 2000. Inflation Rate Mom in Vietnam is reported by the General Statistics Office of Vietnam.

CONSUMPTION RATE PRIVATE CONSUMPTION PER HEAD 2010 $610.10 2011 $628.50 2012 $652.20 2013 $678.80 Year $USD (constant 2005 US$) Source: World Bank

RETAIL SALE The number of supermarkets, shopping malls and traditional markets in Vietnam in 2015 a Total revenue of retail sale in Vietnam in 2013 b 724 supermarkets Bill. VND 1,677,344.7 2,079,523.5 2,369,130.6 2,668,753 132 shopping malls 8,546 traditional markets 2010 2011 2012 Prel.2013 Source: (a) Intage Vietnam Viettrack research, 2015 (b) Statistical Yearbook of Vietnam, 2013

HOW MUCH CONSUMER SPEND? CONSUMER EXPENDITURE IN 2012 100% 8.50% 9.32% 90% 39.80% 80% 9.98% 11.11% 42.07% 42.47% 41.79% 5.95% 6.24% 44.34% 41.23% 70% 60% 50% 51.70% 40% 48.61% 47.55% 47.10% 49.71% 52.53% 30% 20% 10% 0% 2002 2004 2006 2008 2010 2012 Others Non-eation, drinking & smocking Eating, drinking & smocking Source: General Statistics Ministry of Vietnam