How does the modern trade change purchase behaviors of housewives?

78% of full-time- worker moms cook dinner themselves on a daily basis and 85% of moms is the main shopper in the household.

Supermarket and local market are considered as the top 2 main shopping sources for moms.

Co.opmart & BigC are top 2 supermarkets in use while Vinmart+, Family Mart & CircleK are popular convenience stores.

Local markets are for the every day use. Super market are used for 2-3 times / week or less. Convenience store usage is less often.

Supermarket is chosen for the product quality and variety. Local market has its edge in their flexibility of price negotiation.

53% of moms state that they shop at local market less than before. Instead, supermarket (69%) is the replacement.

40% of moms state that they shop at local store less than before. Instead, supermarket (80%) is the replacement.