Most investors know all about the headline-grabbing BRIC
countries - Brazil, Russia, India and China. But there's a tendency to overlook
the investment possibilities in smaller emerging nations. One such emerging
market is Vietnam.
Like its neighbour to the
north, China, the economy of this Communist nation is becoming more and more
market-oriented. This opening of its economy is leading to the birth of rising
middle class in the country. The economy, measured by GDP, has been growing at
an average of more than 7 percent a year during the past decade.
Retail sales in Vietnam have
been expanding at an even faster pace since the government unleashed pent-up
demand. Total retail sales reached $75 billion in 2010, up 25 percent from
2009.
According to market research
firm Nielsen, rural residents make up about 70 percent of Vietnam's population
but account for just 30 percent of retail sales. These people are not only
poorer, but are also located in still difficult to reach parts of the country.
Only three cities have a
population of more than 1 million people and, outside these main urban areas,
the retail sector is dominated by small mom-and-pop stores. But with disposable
incomes rising and infrastructure gradually being upgraded, the rural market is
where the future growth in retail sales will be.
That belief has sent companies
such as Unilever NV ADR (UL) and Procter & Gamble (PG) on the hunt in
Vietnam. Unilever's sales in the country have been growing at an average of
18.5 percent a year over the past decade with sales in Vietnam hitting $700
million last year.
Vietnam's consumers have also
awakened the spirits of companies like Diageo ADR (DEO) which in January agreed
to take a 24 percent stake in Halico, Vietnam's biggest producer of spirits
like vodka. Not to mention that in April private equity firm KKR paid $159
million for a 10 percent stake in Masan Consumer, the country's largest
producer of fish sauce.
How to these companies reach
those remote consumers? One answer is advertising on television. Vietnam has
one of the highest rates of TV ownership in Asia. As the country modernises,
other forms of advertising will become viable too.
Unfortunately for US investors,
the choice is rather limited when it comes to pure plays on Vietnam. The only
option at the moment consists of one exchange traded fund - the Van Eck Market
Vectors Vietnam ETF (VNM). It is down nearly 40 percent year-todate offering
long-term investors a nice entry point to begin investing into Vietnam.
Disclosure: the writer had no
positions in any stocks mentioned, and no plans to initiate any positions
within the next 72 hours.
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