Thế Giới Di Động (32.0) is the best general retail brand in Vietnam, according to Decision Lab Best Retail Rankings 2024. Điện máy XANH (28.1) and FPTShop (24.1) secured their runner-up and third spots, respectively.
Download the full ranking at Decision Lab’s website.
Vietnam’s retail industry is a dynamic and exciting space, marked by rapid growth and evolving trends. Traditional retail formats like supermarkets, convenience stores, and wet markets still hold a strong presence. Major Vietnamese conglomerates, including Masan Group (WinMart), Mobile World Group - MWG (Thế Giới Di Động), and VinGroup (VinCommerce), are key players shaping the market with diversified holdings. Alongside these domestic powerhouses, well-known international brands have established a firm foothold in the market. This competition and innovation amidst a growing middle class make Vietnam's retail industry one to watch in the coming years.
Decision Lab, YouGov’s exclusive partner in Vietnam, has released Decision Lab Best Retail Rankings 2024. The rankings reveal the top general retail brands in terms of overall brand health and the most improved brands over the past year.
Brands are ranked based on YouGov BrandIndex’s Index Score, a measure of overall brand health calculated by taking each brand's average score of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.
Download the full ranking at Decision Lab’s website.
Electronics retail brands secure the top three positions in the ranking. Leading the Decision Lab Best Retail Rankings with a score of 32 is Thế Giới Di Động, a retail chain of phones and digital devices. Also from MWG, Điện máy XANH - a household electrical appliances retail chain, secures the runner-up position with 28.1 points. FPTShop has improved its ranking by two places and now secures the third position.
Go! (Big C) ranked fourth, dropping one place compared to the previous year. While supermarket chains and grocery stores experienced a decline in their Index Score, MWG's grocery chain, Bách hóa XANH, significantly increased its score, jumping two places to fifth.
Pharmacity maintained its sixth position with a score of 17.9. The other brands in the top 10 are WinMart (7th), Saigon Co.op (8th), Nguyễn Kim (9th), and Viettel Store (10th).
Top 5 improvers: Never stop, even when you’re at the top
Decision Lab released the five “most improved” brands alongside the overall rankings. It is worth noting that the three most improved brands are within the top 10 overall.
Bách hóa XANH leads the improver ranking with an impressive score increase of 4.9. Other brands witness a slight increase in their score. Điện máy XANH and Pharmacity are second and third, respectively.
Guardian, a retail chain of beauty and healthcare products, gains a change in score of 0.4 and stands in fourth place. Con Cưng, a retail chain for maternity and baby-care products, rounds up the top 5 with an increase of 0.3 points.
Decision Lab CEO, Thue Quist Thomasen, comments about the ranking:
“We are proud to present the Decision Lab Best Retail Rankings 2024. This ranking is based on data from YouGov BrandIndex, the world’s leading brand tracker that measures public perception of brands daily.
This ranking provides a comprehensive and unbiased assessment of the brand health of retail players in Vietnam, using six metrics that reflect how consumers perceive and interact with them.
Brands can use this as feedback and a benchmark to evaluate their performance and identify their strengths and weaknesses. They can also use the rankings as motivation or inspiration to improve their service, product, and promotion strategies and increase their brand consideration among consumers.”
Methodology
The Decision Lab Best General Retail Brand Rankings 2024 are calculated using data collected from YouGov's online panel in Vietnam daily from the flagship YouGov BrandIndex solution.
The brands were ranked based on YouGov BrandIndex’s Index score, which measures overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The Index Rankings chart shows the brands with the highest Index scores between 1 February 2023 and 31 January 2024.
The Index Improvers chart ranks the brands with the highest increase in Index scores, comparing 1 February 2023 and 31 January 2024 with the previous 12 months.
Both scores are representative of the online population of adults 18+.
All brands must have been tracked for at least six months to be included in the rankings and for at least 18 months (as well as currently being tracked) to appear in the Improvers tables.