Vietnam convenience store market
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The survey was conducted among more than 350 people aged 18-39 in Ho Chi Minh City to study their shopping behaviors at convenience stores. Family Mart and Circle K were the top brands associated with convenience stores. The survey found that beverages and instant foods were the most commonly purchased items at convenience stores, and Family Mart was recognized, visited, and used most compared to other convenience store brands.
Vietnam convenience store market
- 1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. SHOPPING BEHAVIORS AT CONVENIENCE STORES IN HO CHI MINH CITY
- 2. Objective With the growing purchasing power of the consumers and modern shopping demand, Vietnam retail market has seen an increase in the number of convenience stores. This survey was conducted to more than 350 people from 18-39 years old, living in Ho Chi Minh to study their behaviors of shopping at convenience stores.
- 3. Convenience store in Vietnam (2017 Feb) Name of the company Establis hed HCM stores Hanoi stores Other stores Total stores Family Mart 1981 117 7 9 133 Vinmart + 2014 400 400 150 950 Mini Stop 1980 71 0 0 71 Circle K 1951 153 54 4 211 Shop & Go 2005 31 15 0 46 B's Mart 2013 150 0 0 150 Total 922 476 163 1561 922 476 163 HCM Hanoi Other Family Mart Vinmart + Mini Stop Circle K Shop & Go B's Mart Total
- 4. Convenience store in Ho Chi Minh (by district) Store name Center Suburb 1 Suburb 2 Total FamilyMart 67 38 12 117 Vinmart+ 102 179 94 375 Ministop 30 43 7 80 Circle K 93 66 20 179 Shop&Go 34 39 14 87 B’s Mart 42 72 47 161 SatraFoods 22 41 41 104 FoodcoMart 17 9 11 37 TOTAL 407 487 246 1180 The availability of mini super and family mart concentrate more on the central areas § Center: District 1, 2, 3, 4, 5, 10 § Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7 § Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh
- 5. Convenience store shopping behaviors
- 6. Top-of-mind image of convenience store 112 104 72 69 65 45 14 13 12 10 9 9 20 Circle K and Family Mart are top 2 names associated with ‘convenience store’. Q. When you hear "convenience store", what name comes up?
- 7. Shopping frequency at convenience store Convenience stores are used for the younger generation more often. Those who live in urban area use slightly often than the suburb area. 8% 9% 6% 9% 10% 11% 8% 10% 19% 19% 20% 17% 34% 34% 32% 37% 23% 20% 27% 22% 6% 6% 7% 5% All Center Suburb 1 Suburb 2 By Area Everyday 5-6 times per week 3-4 times per week 1-2 times per week Less often Don't go at all Q. How often do you go to convenience store? 8% 10% 5% 7% 10% 11% 7% 11% 19% 19% 24% 5% 34% 29% 38% 42% 23% 22% 22% 28% 6% 7% 5% 7% All 16 - 24 25 - 32 33 - 39 By age Everyday 5-6 times per week 3-4 times per week 1-2 times per week Less often Don't go at all
- 8. Convenience store recognition and usage 78% 63% 62% 55% 53% 49% 30% 6% 65% 40% 53% 42% 39% 36% 9% 5% 26% 16% 20% 10% 10% 6% 1% 12% Family Mart Vinmart + Circle K B's mart Ministop Shop & Go 7eleven Others Recognize Visited Uset the most Family Mart is better than the above in terms of recognition, visits and used the most Q. What convenience stores have you heard of?
- 9. Convenience store usage (with number of stores) 65% 40% 53% 42% 39% 36% 9% 26% 16% 20% 10% 10% 6% 1% 117 375 179 161 80 87 4 0 50 100 150 200 250 300 350 400 0% 10% 20% 30% 40% 50% 60% 70% Family Mart Vinmart + Circle K B's mart Ministop Shop & Go 7eleven Visited Uset the most # of stores Although number of stores are fewer compared with CircleK or Vinmart +, Family Mart is visited more than others Q. What convenience stores have you heard of?
- 10. Convenience store: store exposure vs market share (district) Family Mart Circle K Vinmar t+ B's mart Ministo p Shop & Go Others All 26% 20% 16% 10% 10% 6% 4% Center 26% 22% 18% 7% 10% 8% 3% Suburb 1 21% 23% 19% 11% 11% 7% 2% Suburb 2 31% 14% 10% 10% 8% 2% 9% Convenience store in use (most) Q. What convenience stores do you use the most? Store name Center Suburb 1 Suburb 2 Total FamilyMart 67 38 12 117 Vinmart+ 102 179 94 375 Ministop 30 43 7 80 Circle K 93 66 20 179 Shop&Go 34 39 14 87 B’s Mart 42 72 47 161 SatraFoods 22 41 41 104 FoodcoMart 17 9 11 37 TOTAL 407 487 246 1180 § Center: District 1, 2, 3, 4, 5, 10 § Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7 § Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh
- 11. Products to use at convenience stores Beverages Instant food (sausage, pho, vermicelli) Snack Confectione ry Personal care toiletries Food Fruit Wine, beer Vegetables Frozen meat Tobacco Over-the- counter drugs All 74% 54% 49% 47% 40% 36% 36% 21% 15% 13% 10% 4% 2% 16 - 24 81% 55% 55% 50% 33% 30% 39% 18% 11% 9% 6% 3% 2% 25 - 32 72% 54% 47% 44% 49% 45% 34% 24% 20% 17% 14% 5% 2% 33 - 39 57% 52% 38% 45% 39% 34% 30% 25% 16% 16% 11% 4% 2% Male 76% 51% 45% 41% 37% 28% 36% 23% 23% 13% 9% 6% 2% Female 72% 56% 52% 53% 43% 44% 35% 20% 8% 14% 10% 1% 2% Beverages and instant foods are the items that are bought at convenience stores the most. Female buys snack and confectionaries more at the channel Q. What kind of items do you buy at convenience stores?
- 12. Convenience store with “good food” image Family Mart Circle K Ministop B's mart Vinmart+ 7eleven Shop & Go None All 37% 28% 17% 14% 13% 9% 9% 8% 16 - 24 39% 30% 22% 14% 9% 9% 7% 4% 25 - 32 37% 27% 13% 10% 17% 7% 7% 11% 33 - 39 32% 23% 13% 21% 18% 11% 16% 11% Male 37% 26% 18% 15% 18% 8% 9% 6% Female 38% 29% 17% 13% 10% 9% 8% 9% Family Mart and Circle K are well associated with image of “good food offering”. Those who are in 30’s tend to choose B’s mart, Vinmart+ and Shop&Go Q. When you hear "convenience store with good food offering", what name comes up?
- 13. Convenience store - Canteen experience 76% 84% 72% 59% 24% 16% 28% 41% All 16 - 24 25 - 32 33 - 39 Yes No 76% have experienced eating at cateen of convenience store with a higher ratio of the 16-24 age group. Q. Have you used canteen at convenience stores?
- 14. Food eaten at convenience store canteen Cup noodle Pastry Sausage fried noodles sasiu bao fried rice Sour hotpot Beef noodle soup Baguette Vermicelli Others I don't eat All 66% 43% 38% 31% 31% 24% 20% 14% 14% 14% 9% 2% 16 - 24 74% 42% 41% 30% 34% 16% 22% 15% 11% 13% 7% 1% 25 - 32 56% 42% 36% 35% 24% 34% 20% 13% 16% 15% 10% 3% 33 - 39 64% 52% 27% 27% 33% 30% 12% 15% 18% 12% 15% 0% Cup noodle, pastry and fastfood are top favorite foods eaten at the canteen. Q. What food have you eaten at canteens of convenience stores?
- 15. Traditional store vs CVS: Product to buy Beverag e Instant food (sausag e, pho, vermicel li) Dairy product s Snack Pastry Confecti onary Persona l care Toiletrie s Others Fruit Vegetab les Fresh meat Seafood Tobacc o Over- the- counter drug Convenience store 85% 79% 75% 74% 74% 72% 60% 59% 38% 33% 30% 25% 22% 15% 12% Traditional store 43% 37% 45% 41% 46% 45% 56% 50% 55% 68% 72% 73% 74% 33% 35% None 3% 6% 5% 6% 6% 6% 6% 11% 28% 10% 9% 11% 12% 56% 55% 85% 79% 75% 74% 74% 72% 60% 59% 38% 33% 30% 25% 22% 15% 12% 43% 37% 45% 41% 46% 45% 56% 50% 55% 68% 72% 73% 74% 33% 35% 3% 6% 5% 6% 6% 6% 6% 11% 28% 10% 9% 11% 12% 56% 55% Customers tend to buy beverage, instant noodles, snacks or dairy products at CVS while choose traditional stores for fresh produce and fresh fruit, vegetables. Q. Please choose which one you use to buy the following items?
- 16. Traditional store vs CVS: Store images Credibility Good service Convenience Product quality Unique product Product availability Better location Product variety Good price Convenience store 89% 89% 87% 87% 80% 79% 72% 64% 41% Traditional store 16% 12% 26% 21% 24% 42% 48% 56% 64% None 4% 6% 3% 4% 9% 4% 2% 4% 5% 89% 89% 87% 87% 80% 79% 72% 64% 41% 16% 12% 26% 21% 24% 42% 48% 56% 64% 4% 6% 3% 4% 9% 4% 2% 4% 5% Traditional stores are associated with good image of good price but users are in favor of convenience stores for high quality of products and services with the convenience of shopping. Q. Please choose what images are applicable?
- 17. Audience profile
- 18. Demographics (N=365) Male , 47%Femal e, 53% Gender 5% 3% 3% 3% 3% 4% 4% 7% 7% 4% 3% 5% 9% 8% 7% 8% 5% 3% 2% 1% 3% 2% 1% 0% District 1 District 2 District 3 District 4 District 5 District 6 District 7 District 8 District 9 District 10 District 11 District 12 District Thu Duc District Go Vap District Binh Thanh District Tan Binh District Tan Phu District Phu Nhuan District Binh Tan District Cu Chi District Hoc Mon District Binh Chanh District Nha Be District Can Gio Living district 16 - 24 , 48% 25 - 32 , 36% 33 - 39 , 16% Age 15% 3% 5% 2% 5% 4% 5% 3% 4% 5% 1% 5% 8% 8% 8% 8% 3% 3% 1% % 2% 1% 1% 0% District 1 District 2 District 3 District 4 District 5 District 6 District 7 District 8 District 9 District 10 District 11 District 12 District Thu Duc District Go Vap District Binh Thanh District Tan Binh District Tan Phu District Phu Nhuan District Binh Tan District Cu Chi District Hoc Mon District Binh Chanh District Nha Be District Can Gio Working district
- 19. Demographics (N=365) 12% 13% 15% 17% 18% 7% 5% 5% 2% 3% 1% 1% Lower than 5,000,000 VND 7,500,001 VND - 10,000,000 VND 15,000,001 VND - 20,000,000 VND 25,000,001 VND - 30,000,000 VND 40,000,001 VND - 50,000,000 VND 70,000,001 VND - 100,000,000 VND Household income 1% 1% 2% 3% 6% 7% 13% 13% 54% Unemployed Homemaker Student (Other) Other Student (High School) Self-Employed Part-time Employment Student (University/College) Full-time Employment Employment status 67% 24% 7%2% Married status Single Married with kids Married without kids Others
- 20. Q&Me – About Online Market Research Services
- 21. Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection 1/3 of the competitor pricing Our Solution
- 22. Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 200,000 members as of May, 2017 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% Age 19% 18% 6% 4%3%3% 47% HCM Hanoi Can Tho Da Nang Hai Phong Dong Nhai Others 56% 44% Male Female Gender City Our Advantage: Direct Panel Management
- 23. Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 200,000 members as of May, 2017 Married Status Household income Smartphone ownership Single, 72% Married , 25% Others, 3% 26% 24% 14% 15% 9% 5% 3% 4% < 5M VND 5 - 7.5M VND 7.5 - 10M VND 10 - 15M VND 15 - 20M VND 20M-30M 30-40M <40M 27% 25% 18% 8% 8% 6% 15% 18% Apple Samsung Nokia LG Asus Sony Others Do not own Our Advantage: Direct Panel Management
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