Vietnamese enterprises face difficulties taking goods to supermarkets - Part 1: Vietnamese products on the narrow corner of supermarket shelf

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Not every item with a Vietnamese brand name is easy to find in supermarkets.

Vietnam's retail market is constantly expanding, but it is being divided in internal and external markets. The increasing number of foreign giants participating in the retail market is a barrier for domestic goods to access the supermarket system.

Recently, a BigC supermarket representative said that the proportion of Vietnamese products in this supermarket system always maintained over 90% of the total types of goods traded. This answer is similar to many other domestic and foreign supermarkets in Vietnam. This can be understood that the amount of foreign goods only accounts for about 10%. But looking deeply we will understand how this 90% figure is actually, because this may be taking into account a series of products manufactured in Vietnam but not necessarily by Vietnamese brand.

According to reporters, at Big C Thang Long supermarket (Hanoi), the brand of "pure Vietnamese" is not really outstanding, except for strong products of Vietnam such as agricultural products and dry food. Meanwhile, right next to the dried food stalls are candy stalls where it is easy to see Vietnamese goods. The biscuits area still stands out as the brands of Jack & Jill (from Thailand), or products imported from Germany, Malaysia, and Kinh Do's products also quite outstanding with many products. However, with snack products, like Oishi and Orion, brands are almost dominant. As for chocolate products, it has become a private playground of imported products, with absolutely no Vietnamese goods.

At Lotte mart supermarket in Dong Da (Hanoi), it is easy to see the dominance of Vietnamese agricultural products and fresh food at this supermarket system, but other products like instant noodles, cosmetics, although it has been classified by each zone and each brand it is still very difficult for buyers to choose and compare products. Consumers can easily see at the beverage counter, the most prominent products are Pepsi, Coca Cola or Nestle. In cosmetic stalls, shampoo products, shower gel, washing water, toothpaste are still mainly of brands such as Unilever, P&G, LG. Or in the fast food products, the most widely sold and still the most popular products of Oishi, Pepsico with a series of products imported from Thailand, Malaysia, Japan, Korea.

Korean products are more expensive but are always presented beautifully with their own stalls, in a separate area, easy-to-see locations as well as beautiful and unique products. Mr. Nguyen Anh Dung (Cau Giay, Hanoi) said: "In supermarkets I often see products coming from foreign countries or foreign brands always looking more attractive than domestic products. Moreover, these products are also very popular with promotions or gifts, so they are always selected by my family.”

According to Ms. Phuong Dung (Dong Da, Hanoi) because her family is located near Lotte supermarket, she often goes to this supermarket to buy things for her family. “Not every Vietnamese product can be easily found in this supermarket. For example, my family used to use My Hao dishwashing liquid, but at Lotte supermarket, I could not find any My Hao products,” Dung said.

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It is worth mentioning that not only many Vietnamese brands are difficult to "squeeze" into supermarkets, but Vietnamese goods are often obstructed compared to imported goods or goods of foreign brands. According to reporters in a number of supermarkets, Vietnamese goods dominate in fresh food stalls, dry food, fresh milk, household appliances and garments. In another supermarket in Cau Giay district (Hanoi) when the reporter walked into, the most prominent products are cosmetic stand from Unilever and some other foreign brands, reporters had to closely look at more products of Shiny dishwashing of a Vietnamese enterprise. These items are often classified as "crowded" on store shelves, inside or "nestled" after imported products or foreign brands. Only a few items of big brands such as Vinamilk, TH are sold in a more eye-catching way with separate shelves.