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Food safety is considered extremely important by 70% of consumers, especially in Hanoi and among those aged 40–49.
Concern about food safety has increased for 64%, mainly due to health risks, chemicals, hygiene issues, and media reports.
Only about half of consumers feel confident in identifying safe food by themselves.
Most consumers have experienced food safety–related problems, commonly stomach pain or diarrhea.
Fresh meat and ready-to-eat food raise the highest safety concerns; expiration date and country of origin are key checks.
Supermarkets and major domestic brands such as Vinamilk and Vissan are strongly associated with food safety.
Based on 200 respondents with the age of 20-49 in HCM and Hanoi