Retail in Vietnam

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Retail in 2024: the big picture
• New regulations for retail ecommerce
• Retailers increase focus on Gen Z and younger generations
• What next for retail?

OPERATING ENVIRONMENT

• Informal retail
• Opening hours for physical retail
• Summary 1 Standard Opening Hours by Channel Type 2024
• Seasonality
• Vietnamese Lunar New Year (Tet)
• Black Friday
• Double Digit Sales Days

MARKET DATA

• Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2019-2024
• Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2019-2024
• Table 3 Sales in Retail Offline by Channel: Value 2019-2024
• Table 4 Sales in Retail Offline by Channel: % Value Growth 2019-2024
• Table 5 Retail Offline Outlets by Channel: Units 2019-2024
• Table 6 Retail Offline Outlets by Channel: % Unit Growth 2019-2024
• Table 7 Sales in Retail E-Commerce by Product: Value 2019-2024
• Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2019-2024
• Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
• Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 11 Sales in Grocery Retailers by Channel: Value 2019-2024
• Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
• Table 13 Grocery Retailers Outlets by Channel: Units 2019-2024
• Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
• Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
• Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 17 Sales in Non-Grocery Retailers by Channel: Value 2019-2024
• Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2019-2024
• Table 19 Non-Grocery Retailers Outlets by Channel: Units 2019-2024
• Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
• Table 21 Retail GBO Company Shares: % Value 2020-2024
• Table 22 Retail GBN Brand Shares: % Value 2021-2024
• Table 23 Retail Offline GBO Company Shares: % Value 2020-2024
• Table 24 Retail Offline GBN Brand Shares: % Value 2021-2024
• Table 25 Retail Offline LBN Brand Shares: Outlets 2021-2024
• Table 26 Retail E-Commerce GBO Company Shares: % Value 2020-2024
• Table 27 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
• Table 28 Grocery Retailers GBO Company Shares: % Value 2020-2024
• Table 29 Grocery Retailers GBN Brand Shares: % Value 2021-2024
• Table 30 Grocery Retailers LBN Brand Shares: Outlets 2021-2024
• Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2020-2024
• Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2021-2024
• Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2021-2024
• Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2024-2029
• Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2024-2029
• Table 36 Forecast Sales in Retail Offline by Channel: Value 2024-2029
• Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2024-2029
• Table 38 Forecast Retail Offline Outlets by Channel: Units 2024-2029
• Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2024-2029
• Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2024-2029
• Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2024-2029
• Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2024-2029
• Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2024-2029
• Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2024-2029
• Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
• Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2024-2029
• Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2024-2029
• Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2024-2029
• Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 2 Research Sources

CONVENIENCE RETAILERS IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Convenience stores sees continued growth in 2024
• Investment in expansion and RTE offerings
• Collaborations and mobile apps aim to attract more customers

PROSPECTS AND OPPORTUNITIES

• Convenience stores will continue to rise
• Competition set to intensify
• Players will continue to target young consumers

CHANNEL DATA

• Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2019-2024
• Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 56 Sales in Convenience Retailers by Channel: Value 2019-2024
• Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2019-2024
• Table 58 Convenience Retailers GBO Company Shares: % Value 2020-2024
• Table 59 Convenience Retailers GBN Brand Shares: % Value 2021-2024
• Table 60 Convenience Retailers LBN Brand Shares: Outlets 2021-2024
• Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2024-2029
• Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2024-2029

HYPERMARKETS IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Hypermarkets shows robust gains in 2024
• AEON expands amid strong competition
• Integrated retail complexes drive channel appeal

PROSPECTS AND OPPORTUNITIES

• Economic indicators support further growth for hypermarkets
• Innovation shapes strategies for hypermarket players
• Expansion into new areas underpins resilience

CHANNEL DATA

• Table 65 Hypermarkets: Value Sales, Outlets and Selling Space 2019-2024
• Table 66 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 67 Hypermarkets GBO Company Shares: % Value 2020-2024
• Table 68 Hypermarkets GBN Brand Shares: % Value 2021-2024
• Table 69 Hypermarkets LBN Brand Shares: Outlets 2021-2024
• Table 70 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 71 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

SUPERMARKETS IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Robust growth for supermarkets continues in 2024
• Masan Consumer and AEON pursue diversified expansion
• Central Retail expands Mini go! concept

PROSPECTS AND OPPORTUNITIES

• Supermarkets to see sustained growth
• Further expansion into suburban and rural areas
• Rising prevalence of supermarkets in mixed-use developments

CHANNEL DATA

• Table 72 Supermarkets: Value Sales, Outlets and Selling Space 2019-2024
• Table 73 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 74 Supermarkets GBO Company Shares: % Value 2020-2024
• Table 75 Supermarkets GBN Brand Shares: % Value 2021-2024
• Table 76 Supermarkets LBN Brand Shares: Outlets 2021-2024
• Table 77 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 78 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

SMALL LOCAL GROCERS IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Modern retailers limit growth for small local grocers
• Players pursue strategies to attract more customers
• Online channels boost small local grocers' sales

PROSPECTS AND OPPORTUNITIES

• Steady performance faces slowing momentum
• Innovation remains crucial for reaching broader audiences
• Fragmentation persists amid independent ownership

CHANNEL DATA

• Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2019-2024
• Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 81 Small Local Grocers GBO Company Shares: % Value 2020-2024
• Table 82 Small Local Grocers GBN Brand Shares: % Value 2021-2024
• Table 83 Small Local Grocers LBN Brand Shares: Outlets 2021-2024
• Table 84 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 85 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

GENERAL MERCHANDISE STORES IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• General merchandise stores sees sustained growth
• AEON remains overall leader in 2024
• Chained variety stores record strong performance

PROSPECTS AND OPPORTUNITIES

• General merchandise stores anticipate a robust future
• Increased investment in innovation
• Retail e-commerce continues to challenge general merchandise stores

CHANNEL DATA

• Table 86 General Merchandise Stores: Value Sales, Outlets and Selling Space 2019-2024
• Table 87 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 88 Sales in General Merchandise Stores by Channel: Value 2019-2024
• Table 89 Sales in General Merchandise Stores by Channel: % Value Growth 2019-2024
• Table 90 General Merchandise Stores GBO Company Shares: % Value 2020-2024
• Table 91 General Merchandise Stores GBN Brand Shares: % Value 2021-2024
• Table 92 General Merchandise Stores LBN Brand Shares: Outlets 2021-2024
• Table 93 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 94 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 95 Forecast Sales in General Merchandise Stores by Channel: Value 2024-2029
• Table 96 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2024-2029

APPAREL AND FOOTWEAR SPECIALISTS IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Apparel and footwear specialists suffers slowed growth
• International labels gain strength as local brands battle competition
• Financial pressures force store closures and online pivots

PROSPECTS AND OPPORTUNITIES

• Online sales and sustainability drive strategic approaches
• Encouraging signs for recovery
• Strengthening customer bonds in a digital era

CHANNEL DATA

• Table 97 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2019-2024
• Table 98 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 99 Apparel and Footwear Specialists GBO Company Shares: % Value 2020-2024
• Table 100 Apparel and Footwear Specialists GBN Brand Shares: % Value 2021-2024
• Table 101 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2021-2024
• Table 102 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 103 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

APPLIANCES AND ELECTRONICS SPECIALISTS IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• A modest rebound for appliances and electronics specialists
• Mobile World JSC continues its consolidation
• FPT moves into consumer appliances and Nguyenkim focuses on store innovation

PROSPECTS AND OPPORTUNITIES

• A path to recovery in a dynamic climate
• Online sales to keep on gaining ground
• Rising competition in an evolving market

CHANNEL DATA

• Table 104 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2019-2024
• Table 105 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 106 Appliances and Electronics Specialists GBO Company Shares: % Value 2020-2024
• Table 107 Appliances and Electronics Specialists GBN Brand Shares: % Value 2021-2024
• Table 108 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2021-2024
• Table 109 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 110 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

HEALTH AND BEAUTY SPECIALISTS IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Positive performance from health and beauty specialists in 2024
• FPT Corps broadens Long Chau's presence nationwide
• Gradual recovery in beauty specialists' store numbers

PROSPECTS AND OPPORTUNITIES

• Economic growth and tourism to boost future performance
• E-commerce set to outpace store-based retail
• Retailers emphasise innovation to woo consumers

CHANNEL DATA

• Table 111 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2019-2024
• Table 112 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 113 Sales in Health and Beauty Specialists by Channel: Value 2019-2024
• Table 114 Sales in Health and Beauty Specialists by Channel: % Value Growth 2019-2024
• Table 115 Health and Beauty Specialists GBO Company Shares: % Value 2020-2024
• Table 116 Health and Beauty Specialists GBN Brand Shares: % Value 2021-2024
• Table 117 Health and Beauty Specialists LBN Brand Shares: Outlets 2021-2024
• Table 118 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 119 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 120 Forecast Sales in Health and Beauty Specialists by Channel: Value 2024-2029
• Table 121 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2024-2029

HOME PRODUCTS SPECIALISTS IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Steady demand seen under challenging conditions
• Pet shops and superstores edge towards maturity
• Growing appeal of second-hand goods

PROSPECTS AND OPPORTUNITIES

• Positive outlook for home products specialists
• A fragmented competitive landscape
• E-commerce and omnichannel strategies gain traction

CHANNEL DATA

• Table 122 Home Products Specialists: Value Sales, Outlets and Selling Space 2019-2024
• Table 123 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 124 Sales in Home Products Specialists by Channel: Value 2019-2024
• Table 125 Sales in Home Products Specialists by Channel: % Value Growth 2019-2024
• Table 126 Home Products Specialists GBO Company Shares: % Value 2020-2024
• Table 127 Home Products Specialists GBN Brand Shares: % Value 2021-2024
• Table 128 Home Products Specialists LBN Brand Shares: Outlets 2021-2024
• Table 129 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 130 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 131 Forecast Sales in Home Products Specialists by Channel: Value 2024-2029
• Table 132 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2024-2029

DIRECT SELLING IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Rebound for direct selling in 2024
• Herbalife retains overall leadership
• Wider distribution channels and cancelled licences

PROSPECTS AND OPPORTUNITIES

• Gradual recovery amid economic change
• Government regulations bolster consumer trust
• Heightened competition to test direct sellers

CHANNEL DATA

• Table 133 Direct Selling by Product: Value 2019-2024
• Table 134 Direct Selling by Product: % Value Growth 2019-2024
• Table 135 Direct Selling GBO Company Shares: % Value 2020-2024
• Table 136 Direct Selling GBN Brand Shares: % Value 2021-2024
• Table 137 Direct Selling Forecasts by Product: Value 2024-2029
• Table 138 Direct Selling Forecasts by Product: % Value Growth 2024-2029

VENDING IN VIETNAM

2024 DEVELOPMENTS

• Vending remains negligible in Vietnam
• Rising popularity of vending machines in public places

PROSPECTS AND OPPORTUNITIES

• Vending will start to grow though will remain negligible for the forecast period

CHANNEL DATA

• Table 139 Vending by Product: Value 2019-2024
• Table 140 Vending by Product: % Value Growth 2019-2024
• Table 141 Vending GBO Company Shares: % Value 2020-2024
• Table 142 Vending GBN Brand Shares: % Value 2021-2024
• Table 143 Vending Forecasts by Product: Value 2024-2029
• Table 144 Vending Forecasts by Product: % Value Growth 2024-2029

RETAIL E-COMMERCE IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Retail e-commerce extends strong growth in 2024
• TikTok secures foothold in Vietnam
• New regulations shape 2024 retail ecommerce

PROSPECTS AND OPPORTUNITIES

• Forecasts point to ongoing expansion
• Stricter taxation and cross-border measures
• Competitive strategies and AI adoption

CHANNEL DATA

• Table 145 Retail E-Commerce by Channel: Value 2019-2024
• Table 146 Retail E-Commerce by Channel: % Value Growth 2019-2024
• Table 147 Retail E-Commerce by Product: Value 2019-2024
• Table 148 Retail E-Commerce by Product: % Value Growth 2019-2024
• Table 149 Retail E-Commerce GBO Company Shares: % Value 2020-2024
• Table 150 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
• Table 151 Forecast Retail E-Commerce by Channel: Value 2024-2029
• Table 152 Forecast Retail E-Commerce by Channel: % Value Growth 2024-2029
• Table 153 Forecast Retail E-Commerce by Product: Value 2024-2029
• Table 154 Forecast Retail E-Commerce by Product: % Value Growth 2024-2029