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[Vietnam] Mini-supermarkets", the driving force behind easy and affordable Sales increased 40% y/y

  • Release date: Jun 15, 2023
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The consumer base that prefers mini-supermarkets as a place to shop appears to have expanded.
The “Pre-Lunar New Year Consumer Behavior Report” by market research firm KANTAR (in partnership with INTAGE) compared purchasing channels in the five weeks before Tet in 2022 and 2023.
As a result, in the four cities of Hanoi, Ho Chi Minh City, Da Nang, and Can Tho, the share of mini-supermarkets in total purchasing channels increased from 9% to 11%, and in 2023, mini-supermarket sales increased by 40% and consumer utilization increased by 7%, both compared to the same period last year.
Traditional grocery stores (55%) and super/hypermarkets (15%) are the top two purchasing channels in terms of sales value before Chinese New Year, but the latter's sales value increased slightly by 1% y/y and consumer utilization decreased by 4%.

The appeal of mini-supermarkets is their convenience. In recent years, the number of stores has increased and many are located on the ground floor of apartment buildings, providing convenient access from residences. While supermarkets and hypermarkets are far from parking lots and sales areas, most mini-supermarkets have parking lots in front of their stores, and parking is free.
In addition, mini-supermarkets often carry hot-selling products of daily necessities, allowing customers to make immediate decisions on what to purchase, and discounted sales of bargain items give them a good value for their money. Consumers purchase relatively few items and spend only a short time in the store, so they do not have to wait in line at the cash register for long periods of time, which helps to shorten their shopping time.

Mini-supermarkets, which combine the “convenience” of traditional Vietnamese grocery stores with the “assortment and quality” of supermarkets and hypermarkets, will gradually replace traditional grocery stores as the economy grows.

    “Mini-supermarkets, the driving force behind affordability and savings, sales up 40% y/y” - Source: monthly magazine “ACCESS” (June 2023)

Translated with AI Translator

  • Intage Inc

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    (Mrs.) Yuki Makino

    INTAGE VIETNAM Customer Support Representative.
    After working for 4.5 years as a Japanese teacher and secretary to the principal at Dong Du Japanese Language School, she is now a research assistant. She provides analysis results and improvement measures using various data to clients in various industries.
    For other columns by Vietnamese expatriates click here

  • Intage Inc

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    Intage Inc.

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