!"#$#%&'%()#*+,-#.#%/01%2''&%3$'4#$)#.

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Wet market is used by everyone. Online is used by 14% of
the respondent

GT shops MT shops Online

100%
89%

72% 73%

14%

Wet market Local Supermarket Mini market / EC / Online

independent Convenience
stores stores
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 '()**#+,43)2#,76,.$#94#*/6
Total By area By age
0% 2% 2% 1% 1%
13% 13% 13% 13% 13% 13%

21% 24% 17% 20% 19%

24%

12% 12% 12% 11%

12% 12%

54% 51% 56% 54% 56%

49%

Total HCM Hanoi 20's 30's 40's

C*/#($5&%(5&1)(*)($5#(0/*3#/"#2(25*44"%02(&/#(+*%#(&$(F:(35%%#129(ABC(G(;<=2(
5&.#(5"05#/(82&0#(*)('*+#/%($/&+#9
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14% use EC for groceries. These users have more balanced
usage of the channels, with less usage of wet market

EC user ratio for Channel usage frequency

groceries difference by users
10% 12%

18%
21%

18% 12%
86%
11%

55%
44%

14%

Total EC users Non-EC users

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 '()**#+,43)2#,76,.$#94#*/6
Total By area By age
0% 2% 2% 1% 1%
13% 13% 13% 13% 13%

24% 17% 20% 19%

24%
12% 12% 11%
86% 12% 12%

51% 56% 54% 56%

49%

14%

Total HCM Hanoi 20's 30's 40's

C*/#($5&%(5&1)(*)($5#(0/*3#/"#2(25*44"%02(&/#(+*%#(&$(F:(35%%#129(ABC(G(;<=2(
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 <*%94#,.)/;0$3,0.,=>,?,@>,3;0$#3
Modern trade General trade
71% 69% 69% 54%
52%
58%
55% 53%
38%

38% 37% 28%

19%

11% 10%
6% 4% 4%

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Wet market user = Those whose wet market usage consists of 60% and more of the entire shopping
Modern trade user = Those whose wet market usage is less than 60%

Modern trade uniqueness We t marke t users Mo dern trade users

74% 72% 75%
67% 65% 61% 63%
54% 56% 53% 52% 53%
40% 44%
33% 30%
8% 13%

General trade uniqueness

64%
58%
47% 47%
36% 39%
29% 26% 29%
7% 11% 6% 11% 9%
5% 5% 4% 2%

Unique A variety of A variety of Good Good location Good store Good price Fresh product Relationship
products discounts foods customer size with store staff
handling support / owners

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16%
15%
14%
9%

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A variety of foods, location, unique product handlings are the
top 3 selection factors

A variety of foods 72%

Good location 66%

Unique products handling 63%

A variety of discounts 59%

Good price 57%

Good store size 54%

Fresh product 53%

Good customer support 44%

Relationship with store staff / owners 11%

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14
Vietnam Market Report & Marketing Research by CTO Vietnam Network