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The modern shopping channeModern shopping channel obtains growth of 20persenl has achieved a growth of nearly 20% per year, which is higher than the traditional channel as urban shoppers have shifted from traditional markets to supermarkets and convenience stores.

This result was obtained from a survey conducted by the research firm Kantar Worldpanel on shopping behaviors towards fast moving consumer goods (FMCG) of 2,150 households in four big cities of HCMC, Hanoi, Danang and Can Tho.

According to this survey, although the traditional shopping channel such as markets and grocery stores still takes the lead in FMCG, the modern channel with supermarkets, commercial centers and convenience stores has obtained a higher annual growth of 20% compared to 15% of the traditional one.

This growth results from a shopping shift from traditional channels to modern ones among urban consumers. Currently, there are over four out of five urban households buying FMCG every month at supermarkets while the figure in 2005 was one out of three.

Not only achieving a growth in number, the shopping volume at modern channels has been increased each day as well when consumers are willing to spend more for each time of shopping. Retailers of modern channels are also making efforts to expand their coverage and easily get access to consumers.


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