+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)

Consumer Lifestyles in Vietnam

  • PDF Icon


  • 80 Pages
  • October 2022
  • Region: Vietnam
  • Euromonitor International
  • ID: 302814
Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits, quantifying behaviours, preferences and motivations and aligning them with broader trends in Vietnam.

The Consumer Lifestyles in Vietnam report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Consumer Overview market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

  • Consumer landscape 2021
  • Life priorities
  • Spending time with parents rated far higher than global average
  • Time for work is ranked well ahead of time for personal activities
  • Gen Z prioritise time with friends nearly as much as time for work
  • Tailored and curated experiences are highly sought after by consumers
  • Being seen to be doing well is more important for older generations
  • Consumers extensively research items and only buy from trusted brands
  • High % of Boomers only buy trusted products and prefer branded goods
  • Home life
  • High levels of regular home exercising in Vietnamese households
  • All generations are regularly connected virtually with friends and family
  • Safe location most important home feature, along with good air quality
Homes with a multifunctional design most sought after by Gen Z
  • Eating habits
  • Far higher rates of reheating and ordering food in compared to global
  • Gen X eat at a restaurant more frequently than other generations
  • Natural foods with health and nutritional benefits most popular
  • High levels of occasional meat/fish eating, particularly among Boomers
  • Afternoon snacks more popular among those living alone
  • Breakfast not as popular at the weekend except among lone households
  • Majority of consumers still eat their meals at the same time each day
  • Gen Z least likely to follow regular meal times, as they snack more
  • Working life
  • A high salary comes out top over a job that offers good work-life balance
  • A job that offers a strong work-balance appeals more to older cohorts
  • Millennials more focused on earning a high salary over other factors
  • Future expectations to be self-employed far exceed global average
  • Baby Boomers far more interested in working from home in future
  • Sustainable living
  • Consumers have high levels of concern over climate change
  • Higher levels of concerns over climate change among Baby Boomers
  • Consumers’ top green behaviour is reducing their use of plastics
  • Reducing food waste next on list of top green activities for older cohorts
  • Use of sustainable packaging on a par with the global average
  • Baby Boomers more active than other cohorts in most green behaviours
  • Consumers more actively buy from brands that support their values
  • Boomers favour brands that share their ethos
  • Leisure habits
  • Consumers are highly connected to friends and family online
  • High percentage of Millennials and Gen X enjoy regular day trips
  • In-person socialising not as active and as frequent as virtual connections
  • Millennials are the most active cinema-goers
  • International trips stymied as restrictions create surge in domestic trips
  • Shopping and culture not at the top of the list of travel features
  • All cohorts choose relaxation and safety as top travel features
  • Health and wellness
  • Women use health supplements/vitamins more frequently than men
  • High rates of regular running/jogging for exercise and fitness
  • Gen Z are not practicing yoga as much as older generations
  • Massage, yoga and herbs more popular than the global average
Older generations use herbal remedies far more than Gen Z
  • Shopping habits
  • Consumers focus on buying less to afford better quality products
  • Baby Boomers most keen to buy higher quality products
  • Influence of celebrity endorsement much higher than global average
Older generations value independent consumer reviews more than Gen Z
  • Subscription service use driven by the convenience it offers
  • In-store shoppers value seeing/trying and redress if need to return/repair
  • Baby Boomers more motivated to shop in-store for warranty/easy return
  • Online shoppers most motivated by best prices and variety available
  • Best price most motivating reason to shop online for baby Boomers
  • Technology
  • Consumers are mindful of managing their data sharing and privacy
  • Higher % of Millennials share their data to receive personalised offers
  • Consumers have much lower rates of gaming system console ownership
  • Smartwatch ownership much higher than global average
  • Consumers are generally very active online – above global average
  • Social networking activities are popular among all generations