Key facts (Kantar Worldpanel 2016):

• 12 chains, 200 supermarkets
• 18% of the whole FMCG market
• Forecast: share of modern trade in Vietnam will increase to 24% in 2020
• Average shopper visits modern supermarket 15 times/year with basket size of 15 items

Modern Trade in Vietnam is still a relatively small channel because of limitations in land renting but it grows rapidly over the last years. Vietnamese consumers are getting more familiar with the new retail model and with development of transportation infrastructure they can now move further distances to reach a retail supermarket. Supermarkets have advantages over traditional shops mainly due to eye catching merchandising, one-stop shopping destination and many attractive promotions. But inconvenience of distant locations, motorbike parking, hence time consuming, are obstacles.