Vietnam is ranked as the most attractive emerging market destination for retail investment in the world. Its first place was driven by strong GDP growth (7%-8% growth rate annually before 2009), strong FDI flow (US $64 billion of registered capital in 2008), the stable political situation, changes to the country’s regulatory structure favoring foreign investors, and increasing consumer demand for modern retail concepts. The retail market presently comprises mostly small private street shops of families or small business. The organized, modern retail only accounts for 15% of the market. The needs of the Vietnamese consumer are changing however, especially the younger segment tend to go to supermarkets more often because of better quality and service. Although poor at present, Vietnam has a relatively large, literate and youthful population. Vietnamese consumers are among the youngest in Asia, with 79 million of 86 million people below the age of 65, and increased their consumer spending by more than 75 percent between 2000 and 2008. Researchers expect that supermarkets will witness an annual growth in revenue of 13,6% between 2008 and 2012, and they predict that by the year 2017 60% of all revenue in this sector will come from supermarkets.