In this comprehensive research endeavor, the primary objective is to gain a profound understanding of the preferred shopping channels among Vietnamese females aged between 20 and 40 who engage in regular home cooking in the bustling cities of Ho Chi Minh and Hanoi. By delving into the intricate intricacies of their grocery shopping habits, we can derive valuable insights into their preferred destinations for purchasing food groceries. The enlightening findings presented in this report are meticulously based on an extensive survey meticulously conducted by Q&Me, thereby ensuring the accuracy and reliability of the collected data.
I. Channel Preference:
Wet markets, revered as vibrant hubs of culinary abundance and cultural significance, undeniably hold a place of prominence in the hearts and minds of Vietnamese females. These traditional marketplaces continue to command a high usage rate across the board, acting as go-to destinations for their grocery shopping needs. The enduring popularity of wet markets signifies their enduring relevance in the daily lives of these discerning shoppers.
Furthermore, the survey uncovers a compelling trend in the realm of online grocery shopping, with 14% of the respondents embracing the convenience and accessibility of online channels to procure their essential food items. This growing inclination towards online grocery shopping speaks to the evolving landscape of consumer behavior in Vietnam.
Interestingly, more than half of the respondents exhibit a preference for shopping at modern trade (MT) channels, where an array of contemporary retail formats such as supermarkets and hypermarkets cater to their diverse needs. This preference is particularly pronounced among the younger demographic aged in their 20s residing in the vibrant city of Ho Chi Minh. The allure of modern trade channels lies in their ability to provide a seamless shopping experience, characterized by a wide assortment of products, sophisticated ambiance, and enticing promotional deals.
In parallel, e-commerce platforms also garner the attention of 14% of the respondents, with a more balanced usage pattern across different channels and a relatively lower reliance on the traditional wet markets. This balanced utilization of e-commerce platforms showcases the discerning nature of Vietnamese females in their quest for convenience, variety, and value when it comes to grocery shopping.
II. Unique Factors of MT/GT Stores:
The modern trade (MT) channels, celebrated for their contemporary and well-curated product offerings, emerge as the preferred destinations for shoppers seeking unique and varied options. These retail establishments pride themselves on their ability to cater to the ever-changing demands and preferences of consumers, ensuring a delightful shopping experience characterized by a diverse range of food products, cutting-edge retail environments, and enticing promotional campaigns.
On the other hand, general trade (GT) channels, encompassing a multitude of small-scale, independent stores, resonate with shoppers primarily due to their ability to provide fresh products of superior quality at competitive pricing. The allure of GT channels lies in their ability to establish a personal connection with shoppers, offering a sense of familiarity, affordability, and community-centric shopping experiences.
Users’ perceptions regarding pricing, freshness, and product selection diverge between those inclined towards modern trade (MT) and general trade (GT) channels. While MT channels are synonymous with a perception of wider product selection and exclusive offerings, GT channels are renowned for their ability to deliver freshness and value through competitive pricing strategies.
III. Popular Modern Trade Stores for Groceries:
When examining the landscape of modern trade (MT) stores catering to the grocery shopping needs of Vietnamese females, three prominent names emerge as the top choices frequently visited by respondents. Co.opmart, Winmart, and Bach Hoa Xanh enjoy a well-deserved reputation for their ability to captivate shoppers with their extensive and diverse range of food products. These modern trade channels are strategically located, boasting convenient accessibility for shoppers seeking convenience and variety in their grocery shopping endeavors.
The selection factors that draw Vietnamese females towards these modern trade (MT) stores revolve around the availability of an all-encompassing assortment of food products, ranging from everyday essentials to premium delicacies. Additionally, the convenience of their locations plays a pivotal role in attracting shoppers, ensuring that their grocery shopping experiences align seamlessly with their fast-paced lifestyles. Moreover, the ability of these modern trade stores to offer unique and exclusive product offerings serves as an additional enticement for consumers seeking novelty and culinary exploration.
In conclusion, Vietnam’s vibrant and ever-evolving food and beverage retail landscape has undergone a transformative shift in recent years, with the proliferation of modern trade (MT) and online shopping platforms throughout the country.
Key Takeaways
- Wet markets remain a popular choice for grocery shopping among Vietnamese females, reflecting the importance of traditional markets in the local food culture.
- The usage of online channels for grocery shopping is on the rise, indicating a shift towards digital platforms in the retail sector.
- Modern trade (MT) channels are favored for their unique product offerings and promotional deals, while general trade (GT) channels excel in providing fresh products and competitive pricing.
- Co.opmart, Winmart, and Bach Hoa Xanh are the top modern trade stores frequently visited by respondents, offering a wide range of food products, convenient locations, and unique product options.
Contact our Vietnam team for support in understanding consumer preferences and optimizing your grocery retail strategy in Vietnam.
