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Consumer Values and Behaviour in Vietnam

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  • 60 Pages
  • October 2022
  • Region: Vietnam
  • Euromonitor International
  • ID: 5459913
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.

Why buy this report?

  • 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.

Table of Contents

  • 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