From a shopper perspective, the shifts in modern trade structure should bring a positive change for the Vietnamese shoppers because shoppers now have more options to shop and buy. The latest global Nielsen’s Shopper Trend report reveals that while Vietnamese shoppers reduced their visits to wet markets, they go to convenience stores, minimarts, personal care/drug stores and traditional grocery stores more often. The number of shopping trips to these stores in 2018 was reported relatively higher than that in 2010. (See chart 1)

Gaurang Kotak – Head of Consumer Insights – Nielsen Vietnam explained “There are several factors driving this shift. Ease, economy and concern about health and wellness could be thekey influencers on shopper’s behavior. First of all, when urban shoppers have less time, work incrowded cities, face traffic congestion and live further away from their workplace, they need convenient solutions and products which could help make their life easier. Secondly, with a major concern about the economy and high priority for saving, consumers have focused more on minimizing wastage. By buying fewer items more frequently, they reduce the amount of perishable that are thrown away. In addition, rather than incur the cash of bulk buying, they manage cash flow by spending smaller amounts more often. Thirdly, it comes to no surprise that health and wellness is a top-of-mind priority for consumers in Vietnam, given that it has been mentioned as important for few years now. Todays’ shoppers find high-quality products or trusted brands in these stores.”

Screen Shot 2019-03-10 at 15.46.52Chart 1: Average shopping frequency at different trade channels claimed by Vietnamese shoppers

Nielsen.