Consumer Values and Behaviour in Vietnam

This report visually explores everyday habits and behaviours that reflect consumers’ beliefs and values, linking behavioural trends with purchase and consumption habits in Vietnam.

The Consumer Values and Behaviour 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.

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Get a detailed picture of the Consumer Values 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.

Scope
Consumer values and behaviour in Vietnam
Consumers have strong preference for branded goods compared to global average
Millennials are especially interested in trying new products and engaging with brands
Older cohorts more relaxed than Gen Z about spending their money
Consumers have a positive outlook for the future
Nearly half of consumers feel that more activities will shift to in-person in future
High anticipation among younger cohorts that they will be working more in future
Outlook on more engagement in the community very positive
Over half feel that climate change will have greater impact on life in future
All generations feel they will be more engaged in their community in future
When at home all generations are frequently connected with friends and family online
Smart home functionality is more important to Vietnamese consumers than global average
Multifunctional indoor space much more important to consumers than having outdoor space
Foodservice and restaurants are frequent meal choices in Vietnam alongside home cooking
Lack of time to cook drives strong demand for food delivery
Gen Z and Millennials find lack of cooking skills and time biggest barriers to cooking
Healthy ingredients and clear nutrition labels are high priorities
Over 30% of respondents want a job offering a strong work-life balance
Earning a high salary trumps all other work priorities especially for younger cohorts
Millennials have a stricter boundary between their work and personal life
Consumers are highly connected to friends and family online
Leisure shopping a popular regular pastime for nearly 60% of respondents
Millennials are the most active cinema goers
High rates of regular running/jogging for exercise and fitness
Gen Z are not practising yoga as much as older generations
Massage and yoga used more for stress-reduction than global average
Consumers have most trust in labels that say they support the environment
Younger generations more focused on having a more positive impact on the planet
Gen Z more focused on reuse and repair than buying new
Consumers more likely than global average to donate to charities that support their values
Consumers enjoy the satisfaction of buying eco/ethically-conscious products
Baby Boomers less driven than other cohorts to buy fewer but higher-quality products
Consumers avoiding unnecessary purchases but value personalised shopping experiences
Gen Z less likely to buy new items unless necessary
Smartphones are the most popular purchase channel for beauty and personal care items
Millennials most active in using their smartphone for product purchases
Consumers expect to cut back more on spending on travel and holidays than other things
Younger cohorts focus their increased spending on health and wellness
Gen Z focus their intentions on saving money
Consumers are mindful of managing their data sharing and privacy
Higher percentage of Millennials and Gen X share their data to receive personalised offers
Consumers more likely than global average to buy products via social media platforms
Gen Z more engaged than other cohorts in following brands/companies on social media
Consumers are frequent users of mobile banking and payments
Millennials are the most active users of mobile devices to make an in-store payment