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Food Shopping Behavior in Asia

March 18th, 2013
We asked 100 married women ages 30 and over across 12 Asian markets (Japan, South Korea, China, Hong Kong, Singapore, Taiwan, Thailand, Malaysia, Philippines, India, Indonesia, and Vietnam) about their food shopping behavior.

The vast majority in all markets identified themselves as one of the persons in their household who shop for food. We asked those who shop for food for their families where they do most of their shopping and why they shop where they do. We discovered that the type of store where married women primarily purchase food varies greatly across all markets (Table 1).

Table 1: Where married women shop for food products (% respondents)
Table 1: Where married women shop for food products Q. Among the stores where you usually purchase food products, which one do you use most often?
*Note: In Japan, the “traditional market” option was masked, since this retail type is rarely seen, nowadays.

For example, while most Vietnamese women (64%) primarily shop at traditional markets, and more than a third of Thai (39%) and Taiwanese (34%) women do, very few South Korean (8%), Malaysian (8%), or Singaporean (7%) do. In areas where traditional markets are not common, supermarkets or department stores take top spot. Online shopping, while not the main form of food shopping for most women, has 20% penetration across all markets, with the highest rate in China (65%) (Table 2).

Table 2: Married women who shop online for food products (% respondents)
Table 2: Married women who shop online for food products Q. Where do you usually purchase food products? Please choose all that apply.

While it should come as no surprise that convenience, product variety, and product price are important factors in where to shop for most women (half or more in all markets, Table 3), quality is also a driving factor for a majority of married women surveyed in India (80%), the Philippines (66%), Indonesia (66%), China (60%), Vietnam (52%), and Hong Kong (51%).

Table 3: Why married women shop for food products where they do (% respondents)
Table 3: Why married women shop for food products where they do Q. Why do you use these stores when you purchase food products? Please choose all that apply.

■Survey Details
Markets : Japan (“JP”), Korea (KR”), China (“CN”), Hong Kong (“HK”), Singapore (“SG”), Taiwan (“TW”), Thailand (“TH”), Malaysia (“MY”), Philippines(“PH”), India(“IN”), Indonesia(“ID “), Vietnam(“VN”).
Target : Married women of ages 30 or over
Sample Size :100 per market
Fieldwork : January 2013

■Related Posts
Feb. 2013 | Social Network: Asia
Jun. 2012 | Aging in Asia

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