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Reputa: F&B Industry News of June 2022


Below is the June F&B industry news, providing information on market fluctuations occurring in May 2022.

After 2 years of being severely affected by the COVID-19 pandemic (2020 and 2021), businesses in the F&B industry have flexibly adapted and applied digital transformation to their business models to improve customer experience and service quality, innovate data, move towards the goal of growth and sustainable development.

In May, KFC continued to lead the rankings, with a total of 528,555 interactions with media posts on its fanpage. The 2nd and 3rd positions are Phuc Long and Trung Nguyen beverage brands, respectively. The most prominent is Golden Gate Group, which increased by 29 ranks compared to April. Meanwhile, Pizza Vietnam Co., Ltd. decreased by 20 ranks.

Milk tea continues to lead the list of drinks that receive the most discussions on social networks, accounting for more than 38% of user discussions. Next is Tea (accounting for 24.65%), Juice (accounting for 15.05%). In parallel, in the list of most discussed foods on social networks, Cake recorded the top position, accounting for 18.03% of the total user discussion. The 2nd and 3rd positions are Chicken and Duck (17.06%) and Noodles and vermicelli (12.01%), respectively.

On social networks, “Information inquiry” and “Customer care” are the content that receive the most attention of the customer group, recording 40.33% and 36.97% of the discussion content, respectively, accounting for the majority of user discussion about the industry. In the main behavioral group of the business group, “Price” and “Business activities” are the two most mentioned topics, accounting for nearly 29.48% and 25.13% of the discussion.

At reputable online newspapers such as To Quoc Newspaper, Investment Newspaper, Banking Times, Vietnam Record Association… the discussions on the F&B industry in May mainly mentioned the performance of businesses in the market such as: Burger King, McDonald’s, ABC Bakery, King Coffee, Golden Gate… Besides, the number of F&B service businesses has also grown rapidly, many types of drinks and food have been created, bringing new colors to the market.

With the strong explosion of social networks, traditional advertising methods are gradually being replaced by online marketing methods. One of the most effective online marketing methods today can be mentioned KOLs and Influencers. Through the popularity of KOLs and Influencers, the speed of spreading news and messages of brands becomes fast and widespread, bringing positive effects to businesses in brand promotion. The outstanding KOLs in the past May based on the Active Rate Score – the active index on social networking channels (Facebook, YouTube, Instagram, TikTok) can be mentioned as: Ninh Tito, Babykopo Home, Khoai Lang Thang, An Kute, Vu Dino…

According to the Relevance Score – the index of posts with the right content for the right category/topic in the month, the prominent KOLs can be mentioned as Dia diem an uong, Nguyen Duy Hoang (Nino’s Home), Ba Gia Keu Ca, Hom nay an gi?…

According to market research organization Mordor Intelligence Inc, Vietnam’s food and beverage industry has great growth potential and is forecast to achieve a compound annual growth rate of up to 8.65% in the period 2021-2026.

The above is some analysis of the June 2022 F&B industry news from the perspective and set of indicators of Social Listening, statistically analyzed by the Reputa team.

Source: Brandsvietnam

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