Modern Trade

chains evolution
report
Prepared by Retailer Vertical Vietnam

Data period: August 2023

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Executive summary
Channel Landscape:
• MT Expansion rate slightly increased with 10,251 stores by the end
of August 2023.
• Compared with same period last year, Total Vietnam Modern Trade
Chains has expanded by 5% (opened 533 new stores), driven by
CVS and M&B banner with expansion rate both at 9%.
• Against previous year, H&B is in visible decline while Mom&Baby,
Minimart and CVS are leading the growth rate.
Retail in the News:
• PMI back above 50 mark for first time in six months.
• New environmental fees lead to double taxation: VCCI.
• Retail sector forecast to maintain growth, but challenges persist.
• Come Home launched brand by Central Retail Vietnam, celebrated
the grand opening of its second store at Lotte Mall Tay Ho in Hanoi.
• A push expected from domestic consumption.
• Lotte Group’s largest complex opened in Hanoi.
© 2023 Nielsen Consumer LLC. All Rights Reserved.
Channel landscape

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 Banner overview
Against previous year, H&B is in visible decline while CVS, Mom&Baby and Minimart are growing strong.

Evolution of Modern Trade by panels Expansion rate

Last 13 months Aug-23 vs YA | %

10,135 10,080 10,097 10,162 10,251

9,936 9,918 10,020 10,064 10,071 10,072
9,718 9,766

Mom & Baby 9%

1,193 1,164 1,186 1,175 1,177 1,180 1,175 1,245
1,167 1,180 1,194
1,138 1,157
H&B + Drugstore -9%
1,325 1,301 1,308 1,308 1,306 1,301 1,301 1,306
1,421 1,379 1,382
1,434 1,438

1,107 1,089 1,095 1,108 1,108 1,108 1,108 1,111 CVS 9%

1,057 1,069 1,086
1,020 1,043

Minimart 8%

Supermarket 2%

5,781 5,779 5,841 5,992 5,991 5,972 5,986 5,963 5,965 6,056 6,065
5,614 5,618 0%
Cash & Carry

Total MT Chain 5%

492 490 490 491 497 498 499 499 500 497 499 502 504
Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23 Jul-23 Aug-23

Source: Retailers’ official website. Cash and Carry has 20 stores yet wasn’t displayed due to small scale. Guardian store numbers is revised and updated from May’22.

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 Banner overview
Super/Hypermarket 15 Chg vs. YA Convenience store 87 Health & beauty
Chg vs. YA 132 Chg vs. YA

Circle K 423 +33 Pharmacity 918 -174

WinMart 133 +5
Guardian 119 +13
GS25 209 +41
Co.op Mart 123 -1 Medicare 72 -14
Family Mart 146 - Hasaki 125 +53
Big C/ GO/… 46 -
MINISTOP 145 AB Beauty 12 -4
+15
Sakuko 41 +5 Beauty Box 14 -4
B's Mart 75 -5
BRG Mart 24 -2 Sociolla 12 -1
7-Eleven 94 +26 Aeon Wellness 8 -1
Lan Chi Mart 24 -
Cheers 19 Nuty Cosmetic 9 +1
-19
Lotte Mart 15 - Watson 6 -1

An Nam… 15 -
Minimart & Foodstore 451 Chg vs. YA Mom & baby 107 Chg vs. YA
Aeon Citimart 12 +1
WinMart+ 3,420 +547 Concung.com 707 +67
AEON MaxValu 16 +4 Bach Hoa Xanh 1,707 -18 Bibomart 150 -13
AEON 7 Co.op Food 362 -32
- Kids Plaza 154 -
SatraFoods 182 -3
TutiCare 62 +7
Other chains Coop Smile 87 -23
Shoptretho 94 +73
T-Mart 99 -
Miền Tây Mart 11 Finelife SM 2 AvaKids 66 -19
K Market 60 -
Vissan 48 Mẹ và bé Cần Thơ 11 -2
Muong Thanh Mart 8 SatraMart 3 -
Haprofood/BRG Mart 31 Socs and Brothers 1 -4
-16
Thanh Do Mart 6 J-Mart 1
Other chains
Sunshine Mart 5 MM Supermarket 1
CP Fresh mart 10 Aeon Citimart B&B 5 Cash and Carry 0
Co.op Xtra 5 Emart 2
Kingfoodmart 38 Nam An Market 4
MM Mega Market 20
FujiMart 4 Postmart 10 Finelife foodstore 2

Source: Retailers’ official website, data ending Aug-23. | *Shoptretho store numbers has been updated from Aug’23

© 2023 Nielsen Consumer LLC. All Rights Reserved.

 Supermarket/ Hypermarket
Aeon Citimart and Sakuko each expanded 1 more store in the previous month.

Evolution of store number of major chains by months

+/- store number in latest month Last 13 months

Total SM/HM +2 stores

WinMart - An Nam Gourmet - 133 133 133

Co.opmart - AEON - Co.opmart

123 123
GO! / Tops Market - Sunshine Mart -
WinMart 123 123
Sakuko +1 Co.op Xtra -
GO! / Tops Market
Lan Chi Mart - FujiMart -
48
46 46
Lan Chi Mart
BRG Mart - AEON MaxValu -

Lotte Mart - SatraMart - Aeon Citimart

Aeon Citimart +1 Emart - 24 24

BRG Mart

Miền Tây Mart - Finelife SM - 15 15

Lotte Mart
12
Muong Thanh Mart - MM Supermarket - 10
AEON
Thanh Do Mart - 7

Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23 Jul-23 Aug-23

Source: Retailers’ official website, data ending Aug-23. Nova Supermarket is removed from monthly report starting May’23

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 Minimart & Foodstore
Kingfood opened 8 when Coop Smiled increased 2 more stores in August.

Evolution of store number of major chains by months

+/- store number in latest month Last 13 months

Total Minimart &

+4 stores 3,420 3,420
Foodstore 3,268 3,268 3,268 3,323 3,323 3,323
3,111
WinMart+ - Vissan -5 3,049 3,049
2,873 2,873
Bach Hoa Xanh - T-Mart - WinMart+

Co.op Food - CP Fresh mart -

Bach Hoa Xanh
SatraFoods - Aeon Citimart B&B -

Co.op Food 1,728 1,730 1,728 1,728 1,727 1,729

Co.op Smile +2 Nam An Market - 1,725 1,710 1,709 1,702 1,705 1,707 1,707

K Market - Finelife foodstore - SatraFoods

Haprofood/ BRG 394 394 394 394 394 394 394 394
- Kingfood +8 362 362 362 362 362
Mart Coop Smile
Postmart - 185 182 182 185 189 189 189 189 183 184 182 182 182
K Market
110 110 103 103 103 103 98 97 94 94 94 85 87
Haprofood/BRG 60
Mart 32 31
Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23 Jul-23 Aug-23

Source: Retailers’ official website, data ending Aug-23. Nova Market is removed from monthly report starting May’23

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 Convenience Store
7-Eleven constantly expanding, Circle K added 2 stores.

Evolution of store number of major chains by months

+/- store number in latest month Last 13 months

Total CVS +3 stores

422 423 423
Circle K +2 GS25 -
209 209
209
Family Mart - 7-Eleven +1 Circle K

MINISTOP - Cheers - 168

GS25
B's Mart -
145

Family Mart 145 146

130
136
132
MINISTOP
94
87
B's Mart 80 78

79 75
68 71
7-Eleven

Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23 Jul-23 Aug-23

Source: Retailers’ official website, data ending Aug-23. B’s Mart no. of store is revised to be at 75.

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 Health&Beauty and Drugstores
Hasaki continued to open new stores in August.

Evolution of store number of major chains by months

+/- store number in latest month Last 13 months

Total H&B +5 stores

959 936 918
1,073
Guardian - Hasaki +7 42

Medicare -1 Aeon Wellness +1 Pharmacity

37
119 119
Watson - Nuty - Guardian
118 125 32
Matsumoto Kiyoshi - Pharmacity -2
Medicare

- - 27
Sociolla Thegioiskinfood
Hasaki 73 72
Beauty Box - AB Beauty - 22
Aeon Wellness
18
15 17
Watson
14
Beauty Box 12 12

8
AB Beauty 7
7
Sociolla 2
Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23 Jul-23 Aug-23

Source: Retailers’ official website, data ending Aug-23. Monthly backdata is adjusted. Guardian store numbers is revised and updated from May’22

© 2023 Nielsen Consumer LLC. All Rights Reserved.

 Mom & Baby
Avakids recorded an increase of stores in August with 2 more stores.

Evolution of store number of major chains by months

+/- store number in latest month Last 13 months

Total M&B +70 stores

Concung.com - TutiCare - 707 707

658
Bibomart -3 Me va Be Can Tho -
Concung.com
Kids Plaza -1 Socs and Brothers -
Bibomart
Shoptretho +72 AvaKids +2 164 154

Kids Plaza 156 150

94
Shoptretho

TutiCare 70 66
62
62 64 62 62
AvaKids

21 22

Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23 Jul-23 Aug-23

Source: Retailers’ official website, data ending Aug-23. *Shoptretho store number is adjusted and updated from Aug’23

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Retail in the News

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 Retail macro landscape in Aug’23

PMI back above 50 mark for first time in six months.

Vietnam’s manufacturing sector returned to growth in August as some signs of recovery in demand supported
renewed increases in both new orders and production, according to the S&P Global Việt Nam Manufacturing
Purchasing Managers' Index™ (PMI).

The PMI moved back above the 50.0 mark for the first time in six months during August. At 50.5, the index was up
from 48.7 in July and pointed to a marginal monthly improvement in business conditions in the sector. Firms expanded
their purchasing activity accordingly, but employment continued to fall marginally as firms were reluctant to take on
extra staff given still fragile demand.

New environmental fees lead to double taxation: VCCI.

The new environmental fees imposed on gas-emitting facilities under a draft decree could lead to duplicate taxation. That
was the comment of the Vietnam Chamber of Commerce and Industry (VCCI) on a draft decree drawn up recently by the
Ministry of Finance, which was aimed at reducing greenhouse gas emissions through financial measures.

VCCI said the decree would incur new environmental expenses on petrol-, oil-, and coal-powered facilities since the fuels
are categorised as the main sources of greenhouse gas emissions.

Source: congthuong.vn

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Retail News

Retail sector forecast to maintain growth, but Come Home launched brand by Central Retail
challenges persist. Vietnam, celebrated the grand opening of its
Competition in the retail market is predicted to be more intense with the participation
second store at Lotte Mall Tay Ho in Hanoi.
Come Home stands as one of Central Retail Vietnam’s flagship projects for 2023,
of new retailers and operation expansion of existing domestic and international
backed by substantial investment. Its primary goal is to provide the finest and most
retailers.
comprehensive home furnishing solutions, aligning perfectly with the corporate vision
of enhancing the quality of life at home.
According to Trần Duy Đông, head of the Domestic Market Department under the
Ministry of Industry and Trade, the main goal set for this year is to promote the strong
The brand stands out by its commitment to understanding the behavior, activities,
development of the domestic market, striving to increase the total retail sales of
and preferences of modern Vietnamese consumers. It presents three distinct style
consumer goods and services to 8 - 9 per cent.
groups: Modern Simplicity, Modern International, and Vietnamese Roots, catering to
the diverse living situations, styles, and budgets of the Vietnamese people.

Source: vietnamnews.vn Source: centralretail.com

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Retail News
A push expected from domestic consumption
Amid difficulties from public investment disbursement and export, stimulating
consumer demand in the domestic market is seen as an important solution to
promote economic growth.
According to the Domestic Markets Department under the Ministry of Industry and
Trade (MoIT), the purchasing power of the domestic market over the past seven
months has recovered quite strongly, which is a positive highlight in the context of
many other sectors facing difficulties.
Source: congthuong.com
Lotte Group’s largest complex opened in
Hanoi
LOTTE MALL West Lake Hanoi – the largest complex of the Lotte Group in Việt
Nam, was officially inaugurated after 2 months of trial periods.
Covering an area of 354,000sq.m, the complex includes a commercial centre, a 5-
star hotel, luxury serviced apartments, and Grade A offices with modern facilities.
With five floors and two basements, this complex promises to become a unique
entertainment address with the largest indoor aquarium in Hà Nội, a high-end
cinema system, and an attractive entertainment space for children, alongside
diverse Asian and European cuisine restaurants.
Source: vietnamnews.vn
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Data Collection Methodology

Conducted period
Aug 1st – Aug 31st, 2023

Scope
Only cover major MT chains nationwide

Sources
Retailer’s website, Official Facebook page, Web scrapping, Desk research

Notes
From June 1st,2022. Thegioiskinfood, Beauty Box, AB Beauty, & Sociolla are
added into Health & Beauty panel to better reflect the market.
From May 1st, 2023. Nova Market/Supermarket would be removed.

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Thank you

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