About Vietnamese Market

Demographic Overview of Vietnamese Consumers

Age Range

Vietnam’s population structure is relatively young, with a significant proportion of consumers falling into the younger age brackets. Key age ranges include:

• 0-14 years: Approximately 24% of the population. This age group represents the future market potential and is currently influenced by the consumption habits of their parents.
• 15-34 years: Around 34%. This segment includes teenagers, young adults, and early-career professionals who are highly active consumers, especially in urban areas. They are tech-savvy and trend-conscious.
• 35-54 years: About 28%. These individuals are typically in their peak earning years, with a stable income and substantial purchasing power. They often make significant decisions about household spending.
• 55+ years: Roughly 14%. This group includes older adults and retirees who may have different consumption patterns, focusing more on healthcare and essential goods.

Income Range

Income levels vary widely across different regions and sectors:

• Low Income: Typically under $200 per month. This group often resides in rural areas or small towns, with limited disposable income, focusing on basic necessities.
• Middle Income: Ranges from $200 to $1,000 per month. This group is expanding rapidly, especially in urban areas. They have more disposable income and are significant consumers of both essential and discretionary products.
• High Income: Over $1,000 per month. Found mainly in major cities like Hanoi and Ho Chi Minh City. They have substantial purchasing power and are key consumers of luxury goods, high-end technology, and services.

Geographic Distribution

The consumer market in Vietnam shows distinct characteristics across different provinces:

• Hanoi and Ho Chi Minh City: These two cities are the economic hubs, with the highest concentration of high-income earners and highly educated individuals. Consumers here are trendsetters, with a strong inclination towards modern and premium products.
• Central Highlands and Northern Midlands: These areas have a mix of income levels but generally lean towards lower-middle-income consumers. The market here focuses more on agriculture-based products and essential goods.
• Coastal Provinces: Including places like Da Nang and Nha Trang, these regions are emerging markets with a growing middle class. Tourism significantly impacts consumer behavior, with a demand for both local products and services catering to tourists.
• Mekong Delta: Predominantly agricultural with a lower-income consumer base. However, urbanization is slowly changing the consumption patterns, especially in cities like Can Tho.

Consumer Trends

• Urbanization: Rapid urbanization is driving the growth of the middle class, especially in major cities, leading to increased demand for diverse and high-quality products.
• Digital Adoption: A young, tech-savvy population is driving the adoption of e-commerce, fintech, and digital services, reshaping the retail landscape.
• Health and Wellness: Rising awareness about health and wellness is influencing consumers to spend more on healthcare products, organic foods, and fitness services.
• Sustainability: Increasing concern for the environment is leading consumers to prefer sustainable and eco-friendly products, though this trend is more pronounced among the urban educated class.

Supermarket chains

Vietnam has a thriving retail market with several major supermarket chains competing for consumer attention. Here is a list of the top supermarket chains in Vietnam, ordered by their size in terms of revenue and the number of branches:

1. Co.opmart (Saigon Co.op)

• Revenue: One of the largest supermarket chains by revenue.
• Branches: Over 100 stores nationwide.
• Description: Co.opmart is part of the Saigon Union of Trading Cooperatives and is well-known for its wide range of products, including groceries, fresh produce, household items, and clothing. It has a strong presence in both urban and rural areas.
• Features: Frequent promotions, membership program, and a strong focus on Vietnamese-made products.

2. VinMart (Masangroup)

• Revenue: A leading chain with significant revenue.
• Branches: Over 2,500 stores nationwide, including VinMart and VinMart+ convenience stores.
• Description: VinMart, now part of Masangroup, offers a diverse range of products from fresh food to electronics. It has a robust distribution network and focuses on quality and customer experience.
• Features: Wide product range, loyalty program, and convenient store locations.

3. Big C (Central Group)

• Revenue: High revenue, particularly from its large-format hypermarkets.
• Branches: Over 35 hypermarkets and supermarkets across the country.
• Description: Big C, owned by Thailand’s Central Group, provides a wide range of products, including groceries, electronics, clothing, and household goods. It’s known for competitive pricing and large store formats.
• Features: Frequent discounts, wide aisles, and a variety of imported goods.

4. Lotte Mart

• Revenue: Significant revenue with a focus on urban centers.
• Branches: Around 14 stores nationwide.
• Description: Lotte Mart is part of the South Korean Lotte Group. It offers a wide range of products, including groceries, electronics, fashion, and household items. Lotte Mart is popular for its modern shopping experience and product quality.
• Features: Attractive store layout, high-quality products, and strong customer service.

5. AEON

• Revenue: Growing revenue with a focus on large shopping malls.
• Branches: 6 large-scale malls in major cities like Hanoi and Ho Chi Minh City.
• Description: AEON, a Japanese retailer, operates large shopping malls with a variety of stores, including its own supermarket offering a mix of local and imported products. AEON focuses on providing a high-quality shopping experience.
• Features: Clean and spacious stores, high-quality imported goods, and comprehensive customer service.

6. Mega Market (formerly Metro Cash & Carry)

• Revenue: Strong revenue, particularly from wholesale operations.
• Branches: Over 19 stores nationwide.
• Description: Mega Market caters primarily to wholesale customers but also serves individual shoppers. It offers a wide range of products, from groceries to office supplies.
• Features: Bulk buying options, extensive product range, and competitive pricing.

7. Bach Hoa Xanh (Green Grocery)

• Revenue: Rapidly growing revenue, especially in recent years.
• Branches: Over 2,000 stores mainly in the southern region.
• Description: Bach Hoa Xanh focuses on fresh food and daily necessities, offering convenience for local residents. It is known for its proximity to residential areas and competitive prices.
• Features: Convenient locations, fresh produce, and affordable prices.

Vietnam’s supermarket industry is diverse, with several major chains catering to different market segments. Co.opmart, VinMart, and Big C lead in terms of revenue and branch network, while chains like Lotte Mart, AEON, and Bach Hoa Xanh are known for their quality and convenience.

Key Players in Online Market.

As of today, the online e-commerce landscape in Vietnam is vibrant and rapidly growing, with several major platforms dominating the market. These platforms offer a wide range of products and services, catering to the diverse needs of Vietnamese consumers. Here are the top online e-commerce platforms in Vietnam:

1. Shopee

• Description: Shopee is one of the leading e-commerce platforms in Vietnam, known for its user-friendly interface and wide range of products, including electronics, fashion, beauty products, and household goods.
• Features:
  • Regular promotional campaigns and flash sales.
  • Integration with ShopeePay for seamless transactions.
  • Strong logistics network ensuring fast delivery.
• Popularity: Shopee has gained immense popularity due to its aggressive marketing strategies and frequent discounts.

2. Lazada

• Description: Lazada, backed by Alibaba Group, is a major e-commerce player in Southeast Asia, including Vietnam. It offers a vast selection of products from local and international sellers.
• Features:
  • Extensive product categories and brands.
  • LazMall for authentic branded goods.
  • Efficient logistics and customer service.
• Popularity: Lazada is well-known for its mega sales events like the 11.11 and 12.12 sales, which attract a large number of shoppers.

3. Tiki

• Description: Tiki started as an online bookstore and has since expanded into a comprehensive e-commerce platform. It is known for its high-quality service and reliable delivery.
• Features:
  • Wide range of products, including electronics, books, home appliances, and more.
  • TikiNOW 2-hour delivery service in major cities.
  • Tiki Exchange for used goods.
• Popularity: Tiki is favored for its fast delivery and good customer service, especially in the electronics and book segments.

4. Sendo

• Description: Sendo is a Vietnamese e-commerce platform that offers a variety of products at competitive prices. It is part of the FPT Group, a leading technology company in Vietnam.
• Features:
  • Diverse product offerings from local sellers.
  • Frequent discounts and promotions.
  • Easy-to-use mobile app and website.
• Popularity: Sendo is popular among price-sensitive shoppers looking for good deals and discounts.

5. Yes24

• Description: Yes24 is a Korean e-commerce platform that operates in Vietnam, offering a range of Korean products, including fashion, cosmetics, and household items.
• Features:
  • Focus on Korean brands and products.
  • Loyalty program and regular promotions.
  • Reliable shipping and customer service.
• Popularity: Yes24 attracts customers interested in Korean products and trends.

6. Lotte.vn

• Description: Lotte.vn is part of the Lotte Group, a major South Korean conglomerate. The platform offers a variety of products, particularly focusing on fashion, beauty, and electronics.
• Features:
  • High-quality products from Lotte’s extensive network.
  • Regular sales and promotions.
  • Strong brand reputation and customer trust.
• Popularity: Lotte.vn is trusted for its quality and brand reliability, appealing to middle to high-income consumers.

7. Thegioididong (Mobile World)

• Description: Thegioididong is a leading online retailer for electronics and mobile devices in Vietnam. It specializes in smartphones, tablets, laptops, and accessories.
• Features:
  • Extensive range of electronics and gadgets.
  • Reliable after-sales service and warranty.
  • Physical stores for product pickup and support.
• Popularity: Thegioididong is highly trusted for purchasing electronics and offers both online and offline shopping experiences.

8. Dien May Xanh

• Description: Dien May Xanh, part of the Mobile World Group, focuses on home appliances and electronics. It offers a wide range of products, from refrigerators to TVs.
• Features:
  • Comprehensive selection of home electronics.
  • Strong emphasis on customer service and support.
  • Competitive pricing and promotions.
• Popularity: Dien May Xanh is a go-to platform for household appliances and electronics, known for its quality service and product range.

The e-commerce market in Vietnam is diverse and competitive, with platforms like Shopee, Lazada, and Tiki leading the charge. Each platform has its unique strengths, catering to different segments of the market.