Moist markets and conventional shops stay the popular retail channels for Vietnamese consumers, although they’re beneath menace as shoppers shift away, based on a Nielsen report launched on Wednesday.
The 2 have seen a decline in gross sales of 5 per cent and 17 per cent respectively since 2012.
The frequency of visits additionally decreased.
Whereas shoppers have turn into extra “savvy” of their buying behaviour in recent times, the necessity for comfort continues to develop.
In Viet Nam, retailer enlargement additionally continues to realize momentum, particularly in city areas.
Comfort shops greater than doubled from 147 in 2012 to 348 final yr, whereas mini marts elevated from 863 to 1452.
This new demand is being led by time-poor and predominantly younger buyers in making on a regular basis meals and grocery purchases, and has been a key driver in comfort retailer enlargement.
Some 22 per cent of shoppers store for meals and grocery extra typically at comfort shops in comparison with 12 months in the past.
Meals and drinks are driving comfort retailer gross sales, with 86 per cent of shoppers shopping for both and 62 per cent of beverage consumers additionally shopping for meals and 51 per cent of meals consumers additionally shopping for drinks.
Vaughan Ryan, managing director of Nielsen Viet Nam, stated: “Comfort shouldn’t be a retailer entrance, however relatively a lifestyle. Shoppers are more and more demanding merchandise and options that assist them of their more and more busy life.
“In consequence we’ll see the emergence in Viet Nam of each the comfort channel and e-commerce to satisfy this shopper demand.”
To deal with these shifts, retailers should deepen their understanding of this evolving shopper behaviour, foresee altering wants and develop methods which are targeted on differentiation in areas that matter most to consumers, he added.