Supermarkets are considered trustworthy providers not only of safe and high-quality food, but also as providers of reliable information on food quality labels and certifications.

Being afraid of buying rice that is mixed, fake and does not have a clear indication of origin, Vietnamese urban consumers are increasingly getting used to buying quality rice at the supermarket instead of at the traditional market. At the supermarket, consumers can find packaged rice featuring more and clearer information (such as rice variety, labels, country of origin, expiration date, nutritional profile, method of production and cooking instructions, etc.) on the package, and they feel assured that rice has been controlled before finding its way to the supermarkets’ shelves. Supermarkets also appeal to Vietnamese urban consumers because they offer them a pleasant shopping experience in a cleaner, cooler and more hygienic environment, where consumers can find everything they need at any time without the need to bargain.