Consumer Values and Behaviour in Vietnam

June 2024

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

USD 1,475
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This report comes in PPT.

Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Vietnam report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Vietnam report answers:

  • How is the consumer mindset in Vietnam changing? In Vietnam, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Vietnam purchase decisions?
  • Where and how do consumers shop in Vietnam?
  • What health-related activities do consumers in Vietnam participate in?
  • What megatrends should I focus on in Vietnam (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Download Table of Contents
Scope
Consumer values and behaviour in Vietnam
Health and safety precautions remain precedent when leaving the home
Millennials leading the pack in taking precautions for health and safety when leaving home
Brand loyalty versus willingness to try new offerings competing for consumers' attention
Millennials prioritise knowing everything about the brands they love
Consumers foresee that their current level of happiness will improve in the future
Younger generations are looking forward to a brighter future
While at home, younger generations remain committed to studying
Safe location - the most desired home feature
Consumers in Vietnam prefer to make food and treats by themselves
Vietnamese home cooking held back by lack of trust in own cooking ability
Millennials much more inclined to have meals prepared for them
Preference for healthy ingredients remains important when considering dietary restrictions
Gen Z most focused on separation between their professional and personal life
Vietnamese prioritise working hard to have a lucrative wage
Consumers say they maintain a clear separation between their professional and personal life
Socialising with friends online is preferred over face-to-face interactions
Millennials prioritise leisure activities at home and away-from-home
Vietnamese consumers consider 'safe place to visit' as their top travel consideration
Younger generations expect all-inclusive hotels and resorts options when on vacation
Weekly running, jogging and cycling keeping Vietnamese consumers active
Older generations enjoy less strenuous exercise such as walking or hiking
Millennials most active in taking steps for stress reduction and mental wellbeing
Vietnamese are feeling uneasy about the effects of climate change
Consumers actively striving for eco-friendly and sustainable habits
Consumers in Vietnam motivated to employ eco-friendly materials for packaging
Younger generations more prone to political activism and tackling social issues
Consumers way less concerned about bargains, instead buying higher priced quality products
Younger consumers drawn by benefits of loyalty programs
Vietnamese are looking for personalised and tailored shopping experiences
Millennials drawn by strong and well-known brands
Vietnamese subscribe to delivery of household essentials far above the global average
Vietnamese want to prioritise increased spending on health and wellness
Younger generations foresee increasing spending on education the most
Consumers in Vietnam are comfortable with their current financial situation
Millennials are comfortable with their financial situation and able to have savings
Baby boomers planning on saving less and spending more in the future
Consumers in Vietnam actively manage data sharing and privacy settings
Baby boomers embracing technology and the online world
Vietnamese consumers active in visiting and updating their social networks sites daily
Younger generations more frequently stream videos online
Younger generations taking the lead in using tech to enhance their shopping experience
Far above the global average, Vietnamese consumers are buying goods via social media
Millennials embracing greater interactions with brands' social media
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