In addition to money, food safety and health are top concerns of consumers. According to Mintel, one half of Chinese respondents said they cared more about quality and food safety, 42% worried about health and 41% of survey participants concerns over pollution. Meanwhile, in other countries such as South Korea and Japan, consumers also increasingly became more cautious in the stores because of concerns for food safety issues. Therefore, to become the smart consumers, they also pay more attention to the packaging of the product, origin, ingredients, calorie etc. This concerns also have formed the superiority for the supermarket in Vietnam, who were "close again" is providing quality products, have made sure than stock markets. However, many dirty shop scandal "mask" of clean goods, expired product, ... in the past are making consumers Free claimed not to know should put faith in any place.Mintel predicts, in 2014, consumers would not hesitate to withdraw more purse to improve health status. Approximately 83% of consumers in the urban areas in China have bought vitamins to strengthen immunity. In addition, half of Chinese consumers polled said taking vitamins and other supplements to make up for poor eating habits. Meanwhile, 83% of Chinese internet users participated in the online survey by Mintel indicates their desire is to buy multiple products for cleaning.
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