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Food systems in developing countries are currently undergoing a rapid transformation towards high-value products and modern supply chains. While supply side aspects of this transformation have been analyzed previously, issues of consumer demand have received much less attention. This article analyses demand patterns for fresh fruits and vegetables in Vietnam, using household survey data and a demand systems approach. Demand for products from modern supply chains - particularly supermarkets and non-traditional imports - is highly income elastic, and the income effect is stronger than the impact of prices and supermarket penetration. This highlights the importance of considering demand side aspects when projecting future trends. Our results imply a continued restructuring of the food sector in the further process of economic development.