Consumers in Vietnam show a strong affinity for brands investing in new product development and are among the most likely regionally to try new product offerings, according to a report released by a global performance management company.

The Nielsen Global New Product Innovation Survey polled 30,000 online respondents in 60 countries to understand consumer attitudes and sentiments about the reasons behind new product purchases.

Consumers in Southeast Asia are enthusiastic about new products, and are more inclined in this region to try new products, the report said.

Vietnam had the highest score for trying new products in Southeast Asia, with 88 percent of consumers saying they had purchased a new product during their last grocery shopping trip. This was 19 percentage points higher than the region's average of 69 percent.

Thailand ranked second with 77 percent, and was followed by Indonesia with 72 percent and Philippines with 68 percent.

As many as 34 percent of Vietnamese consumers say they "like when manufacturers offer new product options" and 32 percent prefer to buy new products from brands which with they are familiar.

As for obtaining information on new products, television advertising plays a key role. Close to one in five consumers in Vietnam (18 percent) rank television as their number-one source of new product information and 55 percent rank television advertising in their top five sources.

Recommendations from family and friends along with doing active search on the internet are also key influencers of new product trials, with 60 percent ranking family and friends in their top five sources of new product information and 43 percent ranking active internet searches in their top five sources.

"Consumers throughout Southeast Asia have a strong appetite for innovation and they're increasingly demanding and expecting better choice," said Johan Vrancken, head of Nielsen's Innovation Practice in Southeast Asia, North Asia and the Pacific.

"Brand competition is intense and shelves are crowded, so knowing the channels which are most effective in delivering new product information is crucial," he said.

The Nielsen report, which was released on June 23, revealed convenience was a top driver of new product trials for consumers in Vietnam, followed by family suitability and the brand they are used to.

Affordability was ranked as the number-one driver of new product purchases globally, followed by personal recommendations and convenience.

VNA