The majority of vegetables and fruits at Vietnam’s supper markets are homegrown.

80%-90% of goods at supermarkets and shopping malls in Vietnam are homegrown and have clear origins or are certified as high-quality or OCOP products.

Nguyen Thi Hai Thanh, Director of Aeon Mall Ha Dong, said Vietnamese goods suppliers understood importance of product designs, regular promotional programs, and branding.

“About 85% of the items sold in our supermarket are domestically produced – 95% of the fresh vegetables and fruits. We’ve coordinated with government agencies to organize programs to promote OCOP products,” said Thanh.

The improved quality, stable price, and design variety of Vietnamese goods have changed domestic consumers’ buying habits.

Nguyen The Hiep, Deputy Director of the Hanoi Department of Industry and Trade, said that helping Vietnamese goods access supermarkets is one of the agency’s priorities.

He added that Hanoi has increased the promotion of Vietnamese products in the capital and other provinces and cities nationwide to support businesses and encourage production.

Economist Dinh Trong Thinh said that diversity and reasonable prices have enabled many "Made in Vietnam" products to dominate the domestic market. Many enterprises have created strong brands to consolidate consumer trust, he said. “The advantages of Vietnamese goods are good quality and compatibility with domestic consumers’ tastes. In recent years, Vietnamese people have been showing a preference for made-in-Vietnam goods.”

Thinh  expressed his strong belief that, because of the  efforts of businesses and the taste of consumers, Vietnamese goods will reinforce their foothold in the domestic market and expand their appeal to the rest of the world.

The 13-year campaign to get Vietnamese consumers to choose Vietnamese goods has benefited businesses nationwide.

“Before the campaign, a great number of Vietnamese preferred imported goods. The campaign has been incredibly effective in creating a habit of buying Vietnamese goods. Domestic manufacturers have had to improve product quality, design, and packaging to win back Vietnamese consumers,” said Mai Thi Thuy, Chairwoman of the Hanoi Women’s Association of Small and Medium Enterprises.

To retain the market share, economists advise Vietnamese enterprises to invest in research and development, embrace technological innovation, and move toward a green and circular economy.

Attention should also be given to building and protecting brands, improving management, creating competitive advantages, expanding distribution channels, and increasing trade promotion.