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[Survey] Vietnam mom's shopping behavior change

The document presents findings from a market research study conducted by Asia Plus Inc. on the changing shopping behaviors of Vietnamese mothers due to the rise of modern retail channels like supermarkets and convenience stores. A survey of over 1,000 mothers in Hanoi and Ho Chi Minh City revealed preferences for shopping locations, with a noted shift from traditional markets to modern trade, influenced by factors such as product variety, quality, and convenience. The study also highlights the limited adoption of online shopping for daily consumer products, primarily due to concerns about product quality and shopping habits.

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Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. How does the increase of modern channel change purchase behaviors of mom?
Objective Vietnam has seen an increase in the number of modern stores such as supermarkets, shopping malls and especially convenience stores. How does the change affect the shopping behaviors of Vietnamese moms, especially on their traditional shopping experience at GT channels? We conducted a large scale survey on more than 1,000 moms in the age of 20 - 39 in Hanoi and Ho Chi Minh to understand the differences in their shopping behaviors.
Retail types Supermarket Convenience store Local store Local market MT (Modern Trade) GT (General Trade)
Ref: Supermarket in Vietnam (2017 Feb) Name of the company Establis hed HCM stores Hanoi stores Other stores Total stores LOTTE Mart 1998 5 2 7 14 Co.opmart 1989 32 1 52 85 Aeon Mall 1758 2 1 1 4 AEON Citimart 1994 22 3 4 29 VinMart 2014 13 15 25 53 Big C 1993 6 4 14 24 Metro 1996 3 3 13 19 FiviMart 1997 0 18 0 18 Total 83 47 116 246 83 47 116 HCM Hanoi Other LOTTE Mart Co.opmart Aeon Mall AEON Citimart VinMart Big C Metro FiviMart Total
Ref: Convenience store in Vietnam (2017 Feb) Name of the company Establis hed HCM stores Hanoi stores Other stores Total stores Family Mart 1981 117 7 9 133 Vinmart + 2014 400 400 150 950 Mini Stop 1980 71 0 0 71 Circle K 1951 153 54 4 211 Shop & Go 2005 31 15 0 46 B's Mart 2013 150 0 0 150 Total 922 476 163 1561 922 476 163 HCM Hanoi Other Family Mart Vinmart + Mini Stop Circle K Shop & Go B's Mart Total
Mom’s shopping behaviors
Cooking frequency 55% moms cook on a daily basis. 78% of moms cook dinner themselves everyday. Q. How often do you cook these following meals yourself? 40% 46% 78% 26% 18% 13% 6% 11% 2% 6% 7% 3% 5% 5% 1% 17% 13% 4% Breakfast Lunch Dinner I don't cook Less often Once / month Several times/month Once / week Several times/week Everyday
Persons in charge of daily consumer products Wife (85%) is the person in charge of shopping for the household Q. Who takes care of buying the daily consumer products (DCPs) the most? Wife, 85% Grandmother, 11% Husband, 2% Others, 2% DAILY CONSUMER PRODUCTS (DCPs) Daily consumer products in the survey include the following product categories •  Fresh fruits, vegetables, meat… •  Canned / dried foods (i.e spaghetti sauce, ketchup...) •  Beverages (i.e coffee/tea, juice, soda) •  Frozen foods (frozen meat, vegetables, ice-cream…) •  Household products (kitchen ultensil, detergents, furniture products…) •  Personal care (i.e shampoo, soap, hand soap, shaving cream…) •  Healthcare (first aid kits, supplementary products…) •  Prepared foods •  Other – baby items, pet items, batteries, greeting cards •  Others
Availability of modern channels The ratio of MT stores is lower in Hanoi than in HCM. Q. Do you have the following stores around your area (within 1km)? 33% 83% 82% 61% 16% 13% 7% 1% 5% Shopping mall Supermarket Convenience stores HCM Yes No I'm not sure 37% 61% 74% 60% 36% 20% 4% 3% 5% Shopping mall Supermarket Convenience stores Hanoi Yes No I'm not sure
What stores do they use for DCPs shopping? 60% 58% 40% 25% 14% 1% 74% 57% 32% 24% 13% 1% 48% 59% 48% 28% 15% 1% Supermarket Local market Local store Convenience stores Shopping mall Others All HCM Hanoi Supermarket & local market competes neck-to-neck as the most frequented stores. The ratio of supermarket in use is higher in HCM (74%). Q. Which stores do you use to buy your DCPs the most?
What stores do they use for DCPs shopping? (by location) 60% 58% 40% 25% 14% 1% 1% 73% 56% 37% 32% 16% 1% 0% 24% 68% 47% 6% 7% 1% 0% Supermarket Local market Local store Convenience stores Shopping mall Others Others All Those who have MT near their area Those who do not have MTs near their area *Those who have MT near their area: those whose living areas are within 1km nearby supermarket and convenience stores (N=622) *Those who do no have MTs near their area: those whose living areas are not within 1km nearby supermarke and convenience stores (N=101) By separating the data between those who have modern trade nearby or not, it is clear that the store distance affect their shopping behaviors Q. Which stores do you use to buy your DCPs the most?
Modern trade that moms use for DCP purchase 52% 48% 32% 30% 20% 18% 14% 11% 11% 10% 9% 8% 8% 5% 5% 4% 3% 3% 2% 1% Co.opmart & BigC are top 2 supermarkets in use while Vinmart+, Family Mart & Circle K are popular convenience stores Q. Please share with us the name of the stores? (in case of MT stores)
Reasons to select modern trade A variety of products Location Good quality of products Good pricing Good promotio ns Fresh foods Quick shopping duration Members hip Support of a variety of promotio n method I can buy products in large quantity Good parking slots The location has many other entertain ment Good delivery service Good atmosph ere Opening hours Pricing are negotiabl e Good relations hips with the vendors Others All 70% 57% 51% 47% 45% 43% 23% 22% 20% 18% 18% 17% 16% 15% 15% 10% 5% 1% HCM 72% 57% 56% 49% 57% 51% 23% 31% 23% 20% 22% 19% 25% 21% 16% 7% 4% 1% Hanoi 69% 57% 47% 45% 35% 37% 23% 15% 18% 17% 15% 16% 7% 11% 13% 13% 6% 1% “ a variety of product”, “good quality” are more important than “pricing” Q. Why do you choose the store mentioned above as the main source?
Shopping behaviors difference between MT and GT
Shopping frequency Every day 4-6 times a week 2-3 times a week Once a week Several times / month Once / month Less ofthen than that I don't shop here Others Local market 41% 16% 25% 9% 5% 1% 3% 1% 0% Local store 7% 11% 33% 12% 21% 2% 11% 2% 1% Supermarket 4% 4% 18% 26% 24% 14% 9% 1% 1% Convenience store 2% 5% 16% 12% 21% 5% 24% 15% 1% Local market are for the every day use. Super market are used for 2-3 times / week or less. Convenience store usage is less often Q. How often do you go to buy DCPs at the stores?
Transportation to stores 82% 27% 4% 2% 1% 52% 44% 3% 0% 0% 92% 8% 6% 5% 1% 72% 25% 0% 0% 2% By motorbike Walking Bicycle By car By taxi / xe om Local market Local store Supermarket Convenience store Motorbike is dominant tool. Walking is quite common for local stores, due to its disatance Q. How do you go to buy DCPs at the stores?
Purchased product types Fresh fruits, vegetable s, meat… Household products (kitchen ultensil, detergents , furniture products …) Personal care (i.e shampoo, soap, hand soap, shaving cream…) Other – baby items, pet items, batteries, greeting cards Beverages (i.e coffee/ tea, juice, soda) Prepared foods Canned / dried foods (i.e spaghetti sauce, ketchup...) Healthcar e (first aid kits, suppleme ntary products …) Frozen foods (frozen meat, vegetable s, ice- cream…) Others Local market 96% 31% 28% 19% 12% 10% 10% 9% 7% 1% Local store 12% 41% 54% 20% 46% 6% 36% 8% 13% 4% Supermarket 57% 62% 75% 46% 45% 41% 51% 20% 58% 1% Convenience store 40% 21% 34% 16% 50% 24% 30% 9% 31% 2% Local market has dominant popularity for fresh foods Q. What types of products do you usually buy from the stores?
Average spending 2% 26% 36% 20% 11% 3% 1% 1% 1% 12% 30% 28% 18% 9% 2% 1% 0% 0%0% 2% 8% 15% 30% 19% 15% 10% 1% 7% 22% 30% 24% 12% 3% 1% 0% 1% Less than 50,000 50,001 - 100,000 100,001 - 200,000 200,001 - 300,000 300,001 - 500,000 500,001 - 700,000 700,001 - 1,000,000 More than 1,000,000 Others Local market Local store Supermarket Convenience stores Spending at supermarket is high, as the frequency is less (purchase more products at one time) Q. How much do you spend each time / purchase in average?
Reasons to choose A variety of produ cts Locati on I can buy produ cts in large quantit y Good quality of produ cts Fresh foods Good pricing Pricin g are negoti able Good relatio nships with the vendo rs Good promo tions Suppo rt of a variety of promo tion metho d Good atmos phere The locatio n has many other entert ainme nt Openi ng hours Memb ership Good parkin g slots Good deliver y servic e Quick shoppi ng durati on Others Local market 51% 23% 8% 5% 51% 34% 53% 18% 3% 1% 1% 1% 11% 0% 4% 1% 32% 3% Local store 38% 69% 8% 14% 6% 34% 11% 21% 8% 2% 4% 1% 15% 1% 3% 1% 26% 3% Supermarket 83% 35% 35% 68% 34% 42% 2% 1% 62% 34% 25% 30% 12% 35% 26% 22% 10% 0% Convenience store 36% 67% 6% 34% 19% 24% 2% 2% 25% 11% 11% 3% 16% 9% 8% 3% 21% 2% Supermarket is more for the quality and variety. Local market has its edge in their flexibility of price negotiation Q. Why do you buy DCPs at the stores?
Modern trade impact on GT sales
General trade usage change: Local market 53% of moms state that they shop at local market less than before. Instead, supermarket (69%) is the replacement. 69% 36% 31% 23% 20% 4% Replaced stores Less than before, 53% The same, 42% More than before, 5% Local market: before vs after Q. Compared with before, how does the frequency of buying DCPs at local market change?
Local market visit frequency: before vs after 50% 45% 40% 37% 36% 36% 36% 35% 30% 1% Personal care (i.e shampoo, soap, hand soap, shaving cream…) Frozen foods (frozen meat, vegetables, ice- cream…) Household products (kitchen ultensil, detergents, furniture products…) Beverages (i.e coffee/tea, juice, soda) Canned / dried foods (i.e spaghetti sauce, ketchup...) Healthcare (first aid kits, supplementary products…) Prepared foods Fresh fruits, vegetables, meat… Other – baby items, pet items, batteries, greeting cards Others Non-fresh products such as personal care or frozen foods demands are replaced Q. Where do you buy the items more often instead?
General trade usage change: Local store 40% of moms state that they shop at local store less than before. Instead, supermarket (80%) is the replacement Q. Compared with before, how does the frequency of buying DCPs at local market change? Less than before, 40% The same, 48% More than before, 11% Local market: before vs after 80% 31% 29% 23% 8% 2% Replaced stores
Local store visit frequency: before vs after 48% 39% 38% 37% 35% 29% 26% 26% 25% 2% Personal care (i.e shampoo, soap, hand soap, shaving cream…) Household products (kitchen ultensil, detergents, furniture products…) Canned / dried foods (i.e spaghetti sauce, ketchup...) Fresh fruits, vegetables, meat… Frozen foods (frozen meat, vegetables, ice- cream…) Beverages (i.e coffee/tea, juice, soda) Prepared foods Other – baby items, pet items, batteries, greeting cards Healthcare (first aid kits, supplementary products…) Others Non-fresh products such as personal care or frozen foods demands are replaced Q. Where do you buy the items more often instead?
Potentiality of online shopping
DCP Online shopping frequency The usage of online shopping for DCP are not that high still 43% 13%12%11%11%10% 8% 7% 6% 1% 1% Online store names (FA) 2% 2% 7% 3% 28% 7% 32% 17% 2% Every day 4-6 times a week 2-3 times a week Once a week Several times / month Once / month Less ofthen than that I don't shop here Others Purchase frequency Q. Please share with us the name of the stores?
Reasons to use / not use EC Top reasons that moms use EC is to save time and enjoy delivery service. However, the barriers of using EC are the concerns on product quality and the habits of shopping at stores. Q. Why do you buy DCPs online? 2% 6% 8% 17% 19% 24% 31% 34% 43% 48% 55% 61% Others Good quality of products Membership No need to carry the items They have products that Support of a variety of Good pricing A variety of products Good promotions Time flexibility Good delivery service Time saving Reasons to choose 1% 3% 7% 11% 11% 13% 22% 54% 63% 63% Others Security concerns Lack of products Concerns on the time Complicated buying Concerns on the delivery Difficulties of receiving the I want to touch and feel I am used to buying items Concerns on product Reasons not to choose
Spending on purchased products online Non-fresh DCP items are popular. ASP is not high - 365,000VND 1% 3% 18% 28% 28% 9% 6% 4% 3% Average spending Q. How much do you spend each time / purchase in average? 2% 4% 4% 4% 5% 21% 27% 35% 36% 52% Frozen foods (frozen meat, vegetables, ice-cream…) Beverages (i.e coffee/tea, juice, soda) Canned / dried foods (i.e spaghetti sauce, ketchup...) Prepared foods Fresh fruits, vegetables, meat… Healthcare (first aid kits, supplementary products…) Others Household products (kitchen ultensil, detergents, furniture products…) Personal care (i.e shampoo, soap, hand soap, shaving cream…) baby items, pet items, batteries, greeting cards Online purchased product
Summary
Summary – Shopping behaviors in MT and GT Modern trade General trade Channel usage 60% 58% Usage frequency Once / week Almost every day Product to purchase A variety of products Fresh food (local market) and personal care (local store) Average spending 545,000 VND (super market) 180,000 VND Why the channel is selected • Product variety • Product quality • Fresh product • Pricing (bargaining)
Summary – Types of mom Supermarket user (40%) Convenience store user (11%) Local store user (11%) Local market user (41%) •  Shops almost every day •  158K VND per shopping •  Fresh food and love bargaining •  Alternative shopping area • Local stores (50%) for convenience • Supermarket (48%) for product quality and promotion •  Shops almost every day •  155K VND per shopping •  Convenient location / good pricing •  Alternative shopping area • Local market (64%) for fresh products • Supermarket (46%) for personal care or frozen foods •  Weekly purchase •  545K VND per shopping •  Product quality + pricing •  Alternative shopping area • Local market (48%) for fresh products. Average spending 245K VND •  Due to location convenience •  250K VND per shopping •  Alternative shopping area • Supermarket (67%) • Local market (58%) • Local store (51%)
Summary – MT impact on GT sales of Mom buys less DCPs at local market53% 40% of Mom buys less DCPs at local stores
Appendix: Analysis via district
District analysis 
 in Ho Chi Minh We try to take a closer look at the differences in the shopping behaviors of moms in different locations. We group into 3 districts depending on the city center. §  Group 1: District 1, 2, 3, 4, 5, 10 §  Group 2: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7 §  Group 3: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh
Modern trade numbers in HCM (by district) As of June 2017
Modern trade numbers in HCM (by district) Store name Group 1 Group 2 Group 3 Total LOTTE Mart 2 2 1 5 Co.opmart 6 9 10 27 Aeon Mall 0 1 1 2 AEON Citimart 6 13 2 21 VinMart 6 7 3 16 Big C 3 5 1 9 Metro 1 0 2 3 FamilyMart 67 38 12 117 Vinmart+ 102 179 94 375 Ministop 30 43 7 80 Circle K 93 66 20 179 Shop&Go 34 39 14 87 B’s Mart 42 72 47 161 SatraFoods 22 41 41 104 FoodcoMart 17 9 11 37 Department stores 8 6 3 17 TOTAL 431 521 266 1218 431 521 266 Group 1 Group 2 Group 3 Supermarket Convenience store Total •  Group 1: District 1, 2, 3, 4, 5, 10 •  Group 2: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7 •  Group 3: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh The availability of MT stores is centered more on districts in Group 1 & 2 and is sparsely on district in Group 3.
Shopping frequency at modern trade Moms in center districts tend to shop at MT stores more often than moms in further areas. Q. How often do you go to buy DCPs at the stores? Every day 4-6 times a week 2-3 times a week Once a week Several times / month Once / month Less ofthen than that I don't shop here Group 1 13% 6% 17% 31% 21% 9% 1% 1% Group 2 2% 3% 18% 31% 29% 12% 4% 0% Group 3 2% 5% 20% 30% 25% 9% 8% 1% Supermarket Every day 4-6 times a week 2-3 times a week Once a week Several times / month Once / month Less ofthen than that I don't shop here Group 1 7% 7% 20% 16% 19% 6% 19% 7% Group 2 1% 7% 12% 5% 24% 3% 32% 15% Group 3 2% 4% 15% 10% 21% 6% 28% 14% Convenience store •  Group 1: District 1, 2, 3, 4, 5, 10 •  Group 2: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7 •  Group 3: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh
Audience profile
Demographics (N=1032) Hanoi, 53% HCM, 47% City 2% 3% 3% 2% 2% 3% 4% 6% 5% 4% 2% 9% 6% 7% 9% 4% 8% 5% 7% 3% 8% District 1 District 2 District 3 District 4 District 5 District 6 District 7 District 8 District 9 District 10 District 11 District 12 District Bình Tân District Bình Thạnh District Gò Vấp Quận Phú Nhuận Quận Tân Bình Quận Tân Phú Quận Thủ Đức Huyện Bình Chánh Others HCM District 3% 5% 7% 3% 8% 4% 11% 7% 13% 6% 2% 3% 2% 6% 1% 1% 1% 2% 2% 2% 13% Quận Hoàn Kiếm Quận Hai Bà Trưng Quận Đống Đa Quận Tây Hồ Quận Cầu Giấy Quận Thanh Xuân Quận Hoàng Mai Quận Long Biên Huyện Từ Liêm Huyện Thanh Trì Huyện Gia Lâm Huyện Đông Anh Huyện Sóc Sơn Quận Hà Đông Thị xã Sơn Tây Huyện Ba Vì Huyện Phúc Thọ Huyện Thạch Thất Huyện Quốc Oai Huyện Chương Mỹ Others Hanoi District 20-24, 2% 25-29, 43% 30-34, 3% 35-45, 18% Age
Demographics (N=1032) 5% 11% 16% 25% 21% 9% 7% 3% 2% 1% Lower than 5,000,000 VND 5,000,001 VND - 7,500,000 VND 7,500,001 VND - 10,000,000 VND 10,000,001 VND - 15,000,000 VND 15,000,001 VND - 20,000,000 VND 20,000,001 VND - 25,000,000 VND 25,000,001 VND - 30,000,000 VND 30,000,001 VND - 40,000,000 VND 40,000,001 VND - 50,000,000 VND 50,000,001 VND - 70,000,000 VND Household income Married without kids, 8% Married with kids, 92% Married status 2, 6% 3, 27% 4, 31% 5, 17% 6, 9% 7, 4% 8 and more, 5% Others, 1% Household name 5% 6% 7% 9% 74% Unemployed Part-time Employment Other Self-Employed Full-time Employment Employment status
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