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[Vietnam] Vietnamese convenience stores can be included in the F&B market? 95% users buy foods

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In terms of convenience stores in Vietnam, FamilyMart and MINISTOP are both Japanese brands with more than 100 stores, and 7-Eleven has about 20 stores. On the other hand, Vinmart, a local brand, has over 1,000 stores and is rapidly expanding. In addition, GS25, a Korean company, has about 20 stores, and the market is in a state of rivalry. In this report, we examined the actual situation of convenience store use in Vietnam, a hot market.

According to a 2018 Intage independent survey of 269 samples (135 in Hanoi and 134 in Ho Chi Minh City), 95% of convenience store users purchased food.

The demographics of convenience store users are exactly 50/50 between men and women. However, there is a difference in the purpose of use between males and females. 62% of females use convenience stores when they are hungry, while 51% of males use them as a place to hang out with friends. In terms of age, "21-30 years old" topped the list at 48%, almost half, followed by "31-40 years old" (28%) and "15-20 years old" (25%).

The average payment per person per age group for convenience store users was 82,000 VND for those between 31-40 years old, 62,000 VND for those between 21-30 years old, and 57,000 VND for those between 15-20 years old. And the most purchased food items at convenience stores are "made-to-order drinks" at 23%, followed by "instant noodles" at 20% and "ice cream/yogurt" at 16%.

Viewed in this way, convenience stores are now the F&B (food and beverage) market for young consumers. The company should continue to pursue its strategy with young people as its main target. However, for future growth, it will be necessary to communicate and appeal products and services that give a sense of "convenience" to older consumers in their 40s and above, who purchase daily necessities for their families.

Source: ACCESS Monthly Magazine (March 2019)

  • Intage Inc

    Author profile
    (Mr.) Masami Negishi

    He is the Managing Director of INTAGE VN. After taking charge of overseas research at INTAGE Japan, he was engaged in supporting INTAGE INDIA. After that, he was transferred to INTAGE VN, where he has been since November 2015. He has given many lectures and conference papers, and holds an MBA. For more information on the report, search "VIEVIEW" on the web service slideShare.
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  • Intage Inc

    Editor profile
    Intage Inc.

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  • Apr 08, 2019
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