This result was obtained from a survey conducted by the research firm Kantar Worldpanel on shopping behaviors towards fast moving consumer goods (FMCG) of 2,150 households in four big cities of HCM City, Hanoi, Danang and Can Tho.

According to this survey, although the traditional shopping channel such as markets and grocery stores still takes the lead in FMCG, the modern channel with supermarkets, commercial centers and convenience stores has obtained a higher annual growth of 20 percent compared to 15 percent of the traditional one.

This growth results from a shopping shift from traditional channels to modern ones among urban consumers. Currently, there are over four out of five urban households buying FMCG every month at supermarkets while the figure in 2005 was one out of three.

Not only achieving a growth in number, the shopping volume at modern channels has been increased each day as well when consumers are willing to spend more for each time of shopping. Retailers of modern channels are also making efforts to expand their coverage and easily get access to consumers.