Retailing in Vietnam

Retailing in Vietnam

EXECUTIVE SUMMARY

Traditional retailing remains important despite growing urban demand for modern formats

Young urban consumers exert a growing influence

E-commerce maintains dynamic expansion

Chained retailers making a growing impression

Continued expansion ahead

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Seasonality

Vietnamese Lunar New Year (Tet)
Black Friday

Payments and delivery

Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 3 Sales in Store-based Retailing by Channel: Value 2014-2019
Table 4 Sales in Store-based Retailing by Channel: % Value Growth 2014-2019
Table 5 Store-based Retailing Outlets by Channel: Units 2014-2019
Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 7 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 11 Sales in Grocery Retailers by Channel: Value 2014-2019
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2014-2019
Table 13 Grocery Retailers Outlets by Channel: Units 2014-2019
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 21 Mixed Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 23 Sales in Mixed Retailers by Channel: Value 2014-2019
Table 24 Sales in Mixed Retailers by Channel: % Value Growth 2014-2019
Table 25 Mixed Retailers Outlets by Channel: Units 2014-2019
Table 26 Mixed Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 27 Retailing GBO Company Shares: % Value 2015-2019
Table 28 Retailing GBN Brand Shares: % Value 2016-2019
Table 29 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 30 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 31 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 32 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 33 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 34 Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 35 Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 36 Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 37 Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 38 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 39 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 40 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 41 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 42 Mixed Retailers GBO Company Shares: % Value 2015-2019
Table 43 Mixed Retailers GBN Brand Shares: % Value 2016-2019
Table 44 Mixed Retailers LBN Brand Shares: Outlets 2016-2019
Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2016-2019
Table 46 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 48 Forecast Sales in Store-based Retailing by Channel: Value 2019-2024
Table 49 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2019-2024
Table 50 Forecast Store-based Retailing Outlets by Channel: Units 2019-2024
Table 51 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 52 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 53 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 54 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 56 Forecast Sales in Grocery Retailers by Channel: Value 2019-2024
Table 57 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
Table 58 Forecast Grocery Retailers Outlets by Channel: Units 2019-2024
Table 59 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 60 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 62 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 64 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024
Table 66 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 68 Forecast Sales in Mixed Retailers by Channel: Value 2019-2024
Table 69 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2019-2024
Table 70 Forecast Mixed Retailers Outlets by Channel: Units 2019-2024
Table 71 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2019-2024

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 2 Research Sources

Convenience Stores in Vietnam

HEADLINES

PROSPECTS

Channel sees strong growth

Younger consumers use convenience stores as social hubs

A fertile environment for the development of mobile payment

COMPETITIVE LANDSCAPE

International players dominate

Shop & Go changes hands

Circle K expanding and targeting younger consumers

CHANNEL DATA

Table 72 Convenience Stores: Value Sales, Outlets and Selling Space 2014-2019
Table 73 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 74 Convenience Stores GBO Company Shares: % Value 2015-2019
Table 75 Convenience Stores GBN Brand Shares: % Value 2016-2019
Table 76 Convenience Stores LBN Brand Shares: Outlets 2016-2019
Table 77 Convenience Stores LBN Brand Shares: Selling Space 2016-2019
Table 78 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Discounters in Vietnam

PROSPECTS

Hypermarkets in Vietnam

HEADLINES

PROSPECTS

Supermarkets provide stiff competition

Slowdown in store network expansion

High rental costs present challenge in price-conscious environment

COMPETITIVE LANDSCAPE

Extensive store network, low prices and broad product offer underpin Big C’s strength

Saigon Co.op acquires Auchan in Vietnam

Multinationals dominate

CHANNEL DATA

Table 80 Hypermarkets: Value Sales, Outlets and Selling Space 2014-2019
Table 81 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 82 Hypermarkets GBO Company Shares: % Value 2015-2019
Table 83 Hypermarkets GBN Brand Shares: % Value 2016-2019
Table 84 Hypermarkets LBN Brand Shares: Outlets 2016-2019
Table 85 Hypermarkets LBN Brand Shares: Selling Space 2016-2019
Table 86 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 87 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Supermarkets in Vietnam

HEADLINES

PROSPECTS

Targeting growing demand for convenient meal solutions

Supermarkets developing the private label offer

Mini supermarkets prove compatible with lifestyles of busy urban consumers

COMPETITIVE LANDSCAPE

Local players dominate supermarkets

Saigon Union of Trading Cooperatives builds on long-standing presence

Mobile World JSC sees significant growth

CHANNEL DATA

Table 88 Supermarkets: Value Sales, Outlets and Selling Space 2014-2019
Table 89 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 90 Supermarkets GBO Company Shares: % Value 2015-2019
Table 91 Supermarkets GBN Brand Shares: % Value 2016-2019
Table 92 Supermarkets LBN Brand Shares: Outlets 2016-2019
Table 93 Supermarkets LBN Brand Shares: Selling Space 2016-2019
Table 94 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 95 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Traditional Grocery Retailers in Vietnam

HEADLINES

PROSPECTS

Traditional grocery retailers retains important role in Vietnam

Creating a more appealing store environment

Increasing competition from modern grocery retailing

COMPETITIVE LANDSCAPE

Vietnam Dairy Products JSC retains lead with focus on network expansion and promotions

Significant threat from mini supermarket format

A highly fragmented channel with a continuing role to play

CHANNEL DATA

Table 96 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 97 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 98 Sales in Traditional Grocery Retailers by Channel: Value 2014-2019
Table 99 Sales in Traditional Grocery Retailers by Channel: % Value Growth 2014-2019
Table 100 Traditional Grocery Retailers Outlets by Channel: Units 2014-2019
Table 101 Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 102 Traditional Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 103 Traditional Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 104 Traditional Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 105 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 106 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 107 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 108 Forecast Sales in Traditional Grocery Retailers by Channel: Value 2019-2024
Table 109 Forecast Sales in Traditional Grocery Retailers by Channel: % Value Growth 2019-2024
Table 110 Forecast Traditional Grocery Retailers Outlets by Channel: Units 2019-2024
Table 111 Forecast Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024

Apparel and Footwear Specialist Retailers in Vietnam

HEADLINES

PROSPECTS

Increasing interest in global apparel brands

Upmarket trend bolsters position of luxury retailers

Growing focus on e-commerce and online activity

COMPETITIVE LANDSCAPE

Blue Exchange maintains favourable consumer perceptions

Competition from counterfeit products

A fragmented channel with opportunities for smaller players

CHANNEL DATA

Table 112 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 113 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 114 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 115 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 116 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 117 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 118 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 119 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Electronics and Appliance Specialist Retailers in Vietnam

HEADLINES

PROSPECTS

Strong performance boosted by store network expansion

Internet changing the role of physical stores

Targeting online demand

COMPETITIVE LANDSCAPE

Mobile World JSC extends lead

Foreign companies invest in established names and networks

Consumer preference for chained electronics and appliance specialist retailers

CHANNEL DATA

Table 120 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 121 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 122 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 123 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 124 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 125 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 126 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 127 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Health and Beauty Specialist Retailers in Vietnam

HEADLINES

PROSPECTS

Chained players expanding to take advantage of health and wellness trend

Smaller players target e-commerce

Urban consumers show greater trust in chained chemists/pharmacists

COMPETITIVE LANDSCAPE

Increasingly direct competition between domestic and foreign players

Chained chemists/pharmacies gradually making an impact

Watsons enters Vietnam

CHANNEL DATA

Table 128 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 129 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 130 Sales in Health and Beauty Specialist Retailers by Channel: Value 2014-2019
Table 131 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2014-2019
Table 132 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 133 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 134 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 135 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 136 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 137 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 138 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2019-2024
Table 139 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2019-2024

Home and Garden Specialist Retailers in Vietnam

HEADLINES

PROSPECTS

Little demand for DIY products

Trend towards small, modern apartments changes character of furniture demand

Limited competition from e-commerce

COMPETITIVE LANDSCAPE

AA Corp maintains lead with extensive store network and broad product offer

Domestic players dominate

Ikea looking to enter Vietnam

CHANNEL DATA

Table 140 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 141 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 142 Sales in Home and Garden Specialist Retailers by Channel: Value 2014-2019
Table 143 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2014-2019
Table 144 Home and Garden Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 145 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 146 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 147 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 148 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 149 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 150 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2019-2024
Table 151 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2019-2024

Department Stores in Vietnam

HEADLINES

PROSPECTS

Focusing on shopping as leisure activity

Strong relationship with shopping centres

E-commerce having limited impact on department stores

COMPETITIVE LANDSCAPE

AEON strengthens grip on department stores

Little attraction for new entrants

CHANNEL DATA

Table 152 Department Stores: Value Sales, Outlets and Selling Space 2014-2019
Table 153 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 154 Department Stores GBO Company Shares: % Value 2015-2019
Table 155 Department Stores GBN Brand Shares: % Value 2016-2019
Table 156 Department Stores LBN Brand Shares: Outlets 2016-2019
Table 157 Department Stores LBN Brand Shares: Selling Space 2016-2019
Table 158 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 159 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Variety Stores in Vietnam

HEADLINES

PROSPECTS

Japanese and South Korean brands popular in variety stores

Franchise model enables rapid expansion

E-commerce has limited impact

COMPETITIVE LANDSCAPE

Pioneering brand, Miniso, maintains leading position

Lack of differentiation causes confusion amongst consumers

CHANNEL DATA

Table 160 Variety Stores: Value Sales, Outlets and Selling Space 2014-2019
Table 161 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 162 Variety Stores GBO Company Shares: % Value 2015-2019
Table 163 Variety Stores GBN Brand Shares: % Value 2016-2019
Table 164 Variety Stores LBN Brand Shares: Outlets 2016-2019
Table 165 Variety Stores LBN Brand Shares: Selling Space 2016-2019
Table 166 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 167 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Warehouse Clubs in Vietnam

PROSPECTS

Direct Selling in Vietnam

HEADLINES

PROSPECTS

Increased consumer trust contributes to strong finish to the review period

Consumer health the key driver in direct selling

Limited demand for packaged food in direct selling

COMPETITIVE LANDSCAPE

Herbalife Vietnam maintains strong lead founded on consumer trust

Oriflame continues to expand strongly

Foreign players benefit from experience and strong reputations

CHANNEL DATA

Table 168 Direct Selling by Category: Value 2014-2019
Table 169 Direct Selling by Category: % Value Growth 2014-2019
Table 170 Direct Selling GBO Company Shares: % Value 2015-2019
Table 171 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 172 Direct Selling Forecasts by Category: Value 2019-2024
Table 173 Direct Selling Forecasts by Category: % Value Growth 2019-2024

Homeshopping in Vietnam

HEADLINES

PROSPECTS

TV homeshopping the primary method

Competition from rival channels hits key homeshopping product categories

COMPETITIVE LANDSCAPE

A highly fragmented channel

Homeshopping players moving into e-commerce

CHANNEL DATA

Table 174 Homeshopping by Category: Value 2014-2019
Table 175 Homeshopping by Category: % Value Growth 2014-2019
Table 176 Homeshopping Forecasts by Category: Value 2019-2024
Table 177 Homeshopping Forecasts by Category: % Value Growth 2019-2024

Vending in Vietnam

PROSPECTS

E-Commerce in Vietnam

HEADLINES

PROSPECTS

Younger consumers form the core consumer base

Cash on delivery still popular, but electronic wallet services emerging

New legislation may increase consumer confidence

COMPETITIVE LANDSCAPE

Mobile World JSC continues to grow share

Tiki JSC maintains strong growth

Shopee adopts different strategy to main rivals

CHANNEL DATA

Table 178 E-Commerce by Channel and Category: Value 2014-2019
Table 179 E-Commerce by Channel and Category: % Value Growth 2014-2019
Table 180 E-Commerce GBO Company Shares: % Value 2015-2019
Table 181 E-Commerce GBN Brand Shares: % Value 2016-2019
Table 182 Forecast E-Commerce by Channel and Category: Value 2019-2024
Table 183 Forecast E-Commerce by Channel and Category: % Value Growth 2019-2024

Mobile E-Commerce in Vietnam

HEADLINES

PROSPECTS

Rising smartphone ownership supports mobile e-commerce expansion

Expansion of electronic payment options creates more favourable environment for mobile e-commerce

Retailers developing mobile-friendly sites and smartphone apps

COMPETITIVE LANDSCAPE

Mobile World JSC holds a strong position in mobile e-commerce

VinGroup launches first virtual store in Vietnam

CHANNEL DATA

Table 184 Mobile E-Commerce: Value 2014-2019
Table 185 Mobile E-Commerce: % Value Growth 2014-2019
Table 186 Mobile E-Commerce Forecasts: Value 2019-2024
Table 187 Mobile E-Commerce Forecasts: % Value Growth 2019-2024

Food and Drink E-Commerce in Vietnam

HEADLINES

PROSPECTS

E-commerce players seek to strengthen relationships with food and drink companies

Soft drinks is the largest contributor

Food and drink e-commerce remains small compared with other areas

COMPETITIVE LANDSCAPE

Multi-channel strategy common amongst leading players

Key online players working to strengthen product ranges and services

Increasing number of smaller players focusing on clean and organic food and drink

CHANNEL DATA

Table 188 Food and Drink E-Commerce: Value 2014-2019
Table 189 Food and Drink E-Commerce: % Value Growth 2014-2019
Table 190 Food and Drink E-Commerce Forecasts: Value 2019-2024
Table 191 Food and Drink E-Commerce Forecasts: % Value Growth 2019-2024

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