Saigon Co.op's private label products shape a new way of shopping

(Chinhphu.vn) - No longer a strange concept, private label products have now become a trusted choice in the shopping basket of Vietnamese consumers. If in the past, low prices made many people hesitant when choosing, now, with a sustainable development strategy and a commitment to transparency, Saigon Co.op private label products have gradually won trust, opening a new way of consumption: Smart, economical and responsible.

Saigon Co.op's private label products conquer customers not only with good prices, but also with quality - Photo: VGP/PD

Pioneering steps and initial challenges

As one of the first retailers to develop private label products, Saigon Co.op has persistently invested in a variety of private label product lines that suit consumers' budgets and needs, from affordable to high-end such as Co.op Happy, Co.op Select, Co.op Finest. When first launched, although the price was 5-20% more competitive than major brands, consumers still hesitated when adding products to their shopping carts. However, the actual experience with stable products, increasingly professional packaging and transparent origins has gradually eliminated the prejudice that "cheap price = poor quality".

Currently, Saigon Co.op's private label product portfolio has exceeded 2,000 product codes, cooperating with more than 100 domestic manufacturers. The products are not only diverse, but also meet VietGAP, GlobalG.AP, and organic standards, affirming the position of private label products in the retail system.

Co.op's private label vegetables meet GlobalG.AP standards, are strictly controlled and have transparent traceability via QR codes - Photo: VGP/PD

When trust becomes a competitive advantage

After more than two decades of sustainable development, Saigon Co.op's private label products have gone from being just an "alternative" to becoming a staple in the shopping baskets of millions of Vietnamese families. Repeat purchase frequency is increasing, average basket value is increasing thanks to the participation of household appliances, chemicals, and fashion groups; while customer retention costs are significantly reduced thanks to established loyalty.

Up to 6/10 member customers said they buy at least one private label product each time they visit the supermarket. By the end of the third quarter of 2025, private label products always maintained a double-digit proportion in total retail revenue of the entire system and grew steadily each year, contributing significantly to the overall sales of Saigon Co.op.

Food, spices, cosmetics, and childcare products maintained a stable growth rate, even exceeding the industry average. Many products have become regular consumption habits such as ST25 Co.op Finest rice, GlobalG.AP vegetables, Co.op Finest biodegradable wet wipes, or Co.op Select laundry detergent. The frequency of repeat purchases reached 70-80% for essential product groups such as rice, cooking oil, laundry detergent, etc. This is evidence of a shift in consumer behavior: Customers are no longer only concerned with price, but also place their trust in quality, safety, and social responsibility.

Saigon Co.op cooperates directly with cooperatives and reputable suppliers to control the entire value chain - Photo: VGP/PD

Shaping new consumer trends

With the philosophy of safety - quality - savings, Saigon Co.op private label products are enhanced by five distinct values: Environmentally friendly, good for health, convenient, preserving delicious taste and connecting the community.

Saigon Co.op cooperates directly with cooperatives, farmers and reputable suppliers to control the entire value chain, from plant varieties to transportation. Currently, more than 90% of vegetables meet GlobalG.AP standards, with QR codes for traceability. Many typical private label products such as Golden Sweet Tay Ninh melon, Dalat Hasfarm vegetables, Cat Can Gio mango or Binh Phuoc cashew nuts have become familiar choices for consumers.

In parallel, the roadmap to eliminate single-use plastics helps save about 100 tons of plastic each year, replacing them with recycled bags, FSC paper towels, Oeko-Tex cotton towels... At the same time, ready-to-eat/ready-to-cook lines and the Co.op Bakery chain bring a convenient, safe experience suitable for modern life.

As customers increasingly value transparency, responsibility and real value, private label products are not only an economical choice but have become a smart and sustainable consumption strategy, affirming Saigon Co.op's pioneering role in modern retail.

Phuong Dung

Source: https://baochinhphu.vn/hang-nhan-rieng-saigon-coop-dinh-hinh-loi-mua-sam-moi-102251002142148337.htm