Another summer is just around the corner, and with it comes the seasonal changes in habits for millions of Vietnamese children and parents in relation to the products usage and consumption serving their shift in tuning behavior that matches the lifestyle of hot weather days, trips to the shore and vacation mindsets. Therefore, summer does bring many potential occasions creating seasonality for manufacturers and retailers to boost sales in summer, especially in North and Central regions of Vietnam, according to Quarterly Market Pulse report released by Nielsen Vietnam - the global performance measurement company. 

According to the report, summer is found to be the 2 nd most important and promising season of the year after Tet in North and Central regions for Beverage, Dairy-based and Personal Care products. An average sale per month, compared to Tet, in summer time is observed to be significantly high. Assuming Tet sale equals to $100 USD, summer sales starting from May to August for total FMCG comes around $87 USD, $89 USD and $90 USD for North, Central and South regions respectively. When looking into specific categories such as Beverage, Diary and Personal Care, the sale in summer time is relatively higher than that in remaining 6 months of a year. For Beverages (including beers), average sale in summer is $91 USD for both North and Central, compared to $84 USD for remaining 6 months of a year. Likewise, the signal is even more positive for Diary and Personal Care. Average sale in North is up to $108 USD for Diary and $104 USD for Personal Care, even higher than sale number in Tet.

“Tet is the highest seasonal period in Vietnam. But after Tet, sale often goes down significantly due to multiple reasons. Hence manufacturers can leverage this summer seasonality to boost sale and regain momentum for the rest of the year” observed by Mr. Nguyen Anh Dzung – Director - Head of Retail Measurement Services, Nielsen Vietnam. “And it is understandable that holiday modes have positive influence on consumers to purchase more products, to keep them refreshed and entertained during the hot summer season, and to serve their special needs for vacation trips and outdoor activities.”

Furthermore, summer needs, indeed, do increase consumption for multiple categories. When compared sales of average month vs. summer time, beverage categories such as sport drinks, ready-to-drink tea, packaged water, and beer often peaked significantly in this season. Even categories that are perceived to be more stable like personal care – (shampoo, personal wash) and dairy (spoon yogurt, ready-to-drink milk) also showed seasonal uplift in summer months. “Manufacturers playing in summer categories should not miss this promising opportunity. Leveraging this seasonal potential means being smarter in running summer promotion campaigns, getting your products visible on the shelf in an appealing way, and creating the fun and exciting summer experience for consumers” observed by Mr. Nguyen Anh Dzung – Director - Head of Retail Measurement Services, Nielsen Vietnam.