“Everyday needs” and “leisure shopping” remain the Top 2 shopping missions among Vietnamese shoppers. Thirty per cent of shoppers shop for everyday needs with regard to non-meal-preparation items and 24 per cent shop for leisure items, while only 19 per cent shop for large-pantry restocking, according to the latest Nielsen Shopper Trends report released on June 1.
Furthermore, shopping aisles used to typically be women’s turf, but the presence of men is being observably felt in certain areas. There are a notable proportion of male shoppers doing leisure shopping, emergency shopping, and shopping for special occasions, with 33 per cent, 33 per cent, and 49 per cent, respectively.
“The perception that buying groceries is only women’s work is now somehow inaccurate,” said Mr. Roberto Butraguenno, Associate Director, Retailer Vertical, at Nielsen Vietnam. “Women remain the key stakeholder in grocery shopping in many homes, but more men are playing an active role, especially when it comes to non-food items, emergency needs, as well as special occasions.”
Shopping is not seen as a chore, with 92 per cent of shoppers saying they enjoy grocery shopping. However, it requires more planning and exploring of stores and browsing to get the best value.
When it comes to shopping-related attitudes, 82 per cent said they plan what to buy before going shopping. Moreover, 84 per cent shoppers said they are likely to take time and browse all parts of the store to get the best value. However, unplanned purchases can happen while they are exploring the store, with 83 per cent saying they usually end up buying additional grocery items.
“Ironically, while shoppers spend time going up and down the aisles or browsing all parts of the store, they open themselves up to impulse purchases despite having planned their shopping trip,” said Mr. Butraguenno. “Therefore, manufacturers and retailers have great opportunities to disrupt these shoppers to make their brands resonate and stand-out on the shelves.”
It comes as no surprise that health and wellness is a top-of-mind priority for consumers in Vietnam, given that it has been mentioned as important for a few years now. The report reveals that fresh products have retained their strong position in the shopping basket, accounting for 67 per cent of total expenses during grocery shopping.
With life moving at a fast pace and with emerging needs, Vietnamese shoppers are faced with more choice in the market in relation to where to shop. The modern trade channel keeps winning penetration, with convenience stores, minimarts, and personal care stores becoming a regular option for shoppers.
However, the spending still mostly goes to wet markets, supermarkets, and traditional trade stores. Surprisingly, traditional grocery stores have been able to gain some shopper base this year. But the corresponding frequency and spending is not significant enough to make an impact.