Sixty-three percent of Vietnamese consumers bought their groceries at supermarkets and hypermarkets more often than they did 12 months ago, a new Nielsen survey found.
“Large supermarkets and hypermarkets... will play a growing role in consumers’ store repertoire here in Southeast Asia’s developing markets,” said Kaushal Upadhyay, Nielsen’s Executive Director of Client Service in Southeast Asia, North Asia and Pacific.
The growing importance of convenience stores as a channel for food and groceries is another significant trend outlined in the research.
Twenty-two percent of Vietnamese shopped for food and groceries at a convenience store more often in the past 12 months, along with 27 percent of Filipinos and 21 percent of Thais, compared to 14 percent globally.
While the experience of shopping for groceries in a physical environment is well-engrained in Southeast Asian cultures, consumers across the region show a growing propensity to shop online for certain categories, the survey found.
Personal care items are particularly popular, especially with Vietnamese consumers, indicating their intention to buy items such as body wash, shampoo and conditioner online within the next six months.
Other digital-led elements popular among Southeast Asian consumers include shopping online for home delivery, which is popular with Vietnamese consumers -- 28 percent of Vietnamese consumers use this channel compared to 25 percent globally.
And when shopping online, store website becomes the most preferred placement method -- 61 percent of Vietnamese consumers use this store website to order.
Upadhyay says savvy retailers will look to provide a digital strategy that includes interaction at each point along the path to purchase: “The connected commerce era has arrived. The most successful retailers and manufacturers will be at the intersection of the physical and virtual worlds, leveraging technology to satisfy shoppers however, wherever and whenever they want to shop.”