Most importantly, Vietnamese consumers have become more selective about their food purchases. Better-off consumers no longer want to purchase food of dubious origin. Taste and price are no longer the most important criteria for food products. It is reported that the majority of consumers rank safety and hygiene as their top two criteria for selecting food products nowadays. Stores selling premium organic fresh vegetables, meat and other food products are thriving despite the economic downturn. Prices at these certified stores are rather steep. For example, one kilogram of cabbage at wet markets costs around VND8,000; it costs almost twice, approximately VND15,000, at certified stores. Despite their steep prices, stores that specialise in certified organic food attract a high number of customers every day. Lower-income families usually buy certified food products for their children, but they buy food from wet markets for adults in order to save money. More people are growing vegetables at home in urban areas, as they want “safe and organic food products” at more affordable prices.