Vietnam

Sales of computers and peripherals peaked during the pandemic in 2020 and 2021 thanks to a spike in demand as consumers switched to working and studying from home. Such was the demand that some retailers struggled to keep up with demand with supply…

The consumption of plant-based dairy remains a prominent and enduring trend within the broader dairy industry in 2023. The rise in popularity of the health and wellness and sustainability movements has significantly contributed to the increase in…

Drinking milk is increasingly seen as an essential food for children and young adults in Vietnam, especially in urban areas. This is making the category more attractive for investors. As drinking milk products are perceived to be an important source…

In 2023, amidst challenging economic conditions, there was a noticeable decrease in local consumers dining out compared to the pre-COVID-19 era. However, the sugar and sweeteners industry experienced a healthy increase in volume sales, particularly…

In 2023, inflation and a gloomy economy negatively impacted the growth of fresh food overall. However, the demand for fish and seafood still experienced a positive growth rate in both value and volume terms. This can be attributed to an increase in…

Sales of other hot drinks have continued to decline in retail volume terms in 2023 which is in part due to consumers spending less time at home now that the pandemic is over and consumers have returned to work and school. Retail sales of other hot…

The growth in honey packaging within sweet spreads packaging in Vietnam is due to rising awareness among Vietnamese consumers of the health benefits of honey, such as its natural sweetness and potential medicinal properties. As consumers seek…

The demand for herbal/traditional products in Vietnam has been steadily increasing, as rising numbers of consumers actively seeks ways to enhance their immune systems and reduce their vulnerability to illness. Together with the local habit of using…

Metal beverage cans accounted for almost two thirds of total alcoholic drinks packaging unit volumes in Vietnam in 2022. Although glass bottles still lead foodservice alcoholic drinks packaging unit volumes, metal beverage cans dominate the larger…

Demand for paediatric consumer health remains strong and rising in 2023, driven by increasing attention to children’s overall health and wellbeing, and consistent consumer education in Vietnam. An increasing mindset of prevention is prompting some…

Car ownership in Vietnam has been increasing in 2022-2023 since the pandemic subsided. As consumers have returned to more active lives they have had more incentive to buy new and second-hand cars and other vehicles. Furthermore, the government looked…

Ready meals is seeing healthy retail sales in both volume and value terms. Overall, sales are being driven by consumers’ demand for convenience, as people have returned to their busy lifestyles – especially so in the large cities – whereby they have…

Milk formula packaging was recording positive growth in 2022, helped by the increasing awareness among Vietnamese parents about the importance of infant nutrition and the benefits of formula milk. More parents are therefore turning to milk formula…

In 2023, margarine and spreads is projected to continue to be the dominant category in retail volume and value sales terms, followed by butter, with cooking fats sales still negligible. The popularity of margarine and spreads is underpinned by its…

One of the top brands in surface care – Cif by Unilever – with a value share of around 20% in this category in 2022, has been using innovative packaging and formulations to attract consumers. For example, it launched spray bottles that are refillable…

Rapid urbanisation and rising income levels have contributed to the growth of away-from-home tissue and hygiene, with sales also expanding into rural areas. As the impact of the pandemic softened and restrictions were lifted there was robust growth…

The reduced-salt trend, as backed by the government, is influencing patterns in sauces, dips, and condiments. According to reports from the Ministry of Health, Vietnamese consumers are cited to eat an average of 9.4g per day of salt, compared to the…

Retail value growth is stronger than volume in cooking ingredients and meals in Vietnam, due to inflationary pressures pushing up unit prices. That said, despite these economic pressures, volume growth is also relatively stable. We also note that…

Flexible plastic is the dominant pack type in meals and soups packaging in Vietnam due to its versatility, cost-effectiveness and convenience. Flexible plastic is the only packaging format used in dried ready meals, which is, by some way, the biggest…

Demand for weight management and wellbeing continues to rise in Vietnam in 2023. Consumers' sedentary lives and lack of exercise during the pandemic have resulted in significant weight gain, which has become a primary driver of category growth.…

2023 is witnessing a substantial increase in both the volume and value of financial cards overall, primarily driven by government initiatives aimed at encouraging cashless payments. Debit cards, credit cards, and pre-paid cards are all seeing healthy…

Processed fruit and vegetables packaging managed to record modest growth in Vietnam in 2022 due to growing demand for convenience in food consumption, with processed fruit and vegetable products offering consumers easy-to-prepare and ready-to-use…

Overall, dairy products and alternatives is expected to see only modest, if slightly faster, retail volume (tonnes) growth in 2023, compared with 2022. Vietnam’s economy faces various challenges at the end of the review period. The country has…

The outbreak of COVID-19 and the subsequent home seclusion provided a boost to sales of some home audio and cinema products in Vietnam as consumers placed more focus on entertainment at home. Products related to karaoke were in particularly high…

Retail prices of rice, pasta and noodles in the Vietnam continued to rise in 2023. While inflationary pressures began to ease, the ongoing war in Ukraine had a major impact on the prices of key raw materials, due to the disruption of the global…

Despite strong competition from fresh fruits and vegetables, processed fruits/vegetables saw buoyant growth in volume terms in 2023, with foodservice driving this expansion. The influence of western-influenced dietary trends, such as the popularity…

PET bottles are the biggest individual pack type used in sauces, dips and condiments packaging in unit volume terms. This is due to their durability, versatility and convenience. PET bottles offer a strong and secure packaging solution, protecting…

Shelf stable seafood packaging continued to see strong growth in 2022 in Vietnam’s processed meat and seafood category as products such as canned fish and seafood offer consumers a convenient and long-lasting source of protein and nutrition. These…

Although plant-based dairy packaging unit volumes were only stagnating in 2022, this was an improvement in terms of performance following two years of decline during the pandemic. Although plant-based dairy was seeing strong growth prior to the…

Retail volume sales of yoghurt are projected to continue to post robust and good growth over 2023. Inflationary pressure on prices is set to push fast retail current value growth that is double that of the expected retail volume increment. Retail…

Skin care packaging continued to record a healthy unit volume sales increase in Vietnam in 2022, with its leading pack type – squeezable plastic tubes – also continuing to grow. This pack type is popular thanks to being lightweight, durable and…

Store cards have a negligible presence in Vietnam with there being little interest or awareness of these card products. Furthermore, the government strictly controls the supply of credit in Vietnam which makes it a complicated and lengthy process to…

American Express signed a partnership with Vietnam JSC Bank for Industry & Trade (Vietinbank) in 2021 to increase acceptance of its cards in Vietnam. However, charge cards are not issued in Vietnam and there is unlikely to be any significant demand…

Vietnam has been experiencing a higher number of cases of influenza in 2023, which is benefiting sales of cough, cold and allergy (hay fever) remedies. Due to prolonged home seclusion as a result of pandemic-related restrictions, Vietnamese consumers…

In contrast to the relatively strong performance of the previous year, sweet biscuits, snack bars and fruit snacks saw minimal growth in retail volume terms in 2023. Sales were negatively impacted to a return to pre-pandemic lifestyles, which saw…

In 2023, the prices of commodities, including animal feed, remained elevated due to global supply chain issues resulting from Russia’s invasion of Ukraine. While there was some improvement during the second half of the year, stubbornly high input…

E-vapour and heated tobacco products remains an underdeveloped category in Vietnam, however, this is expected to develop further over the forecast period. During 2022, the Vietnamese government and associated authorities, especially the Ministry of…

While consumption of shelf stable ready meals continued to increase in both 2020 and 2021, growth in this category was curbed due to the surging interest in cooking meals at home from scratch using fresh ingredients that has been seen among the…

Fish sauces, considered an essential among many households in Vietnam, continued to see positive growth in 2020 and 2021, supported by foodservice closures, which increased the frequency of home cooking. Of its two pack types, glass bottles is faring…

The commodities country overview provides comprehensive data on production, consumption and price trends on key commodities markets. The commodities overview in Vietnam covers production and consumption trends in agricultural commodities, energy…

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 2023, real GDP growth in Vietnam was 4.9%, outperforming the average for the Asia Pacific region as a whole. This was in part because of its robust industrial products offering, servicing global manufacturing supply chains with machinery parts and…

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

The population increase in Vietnam from 2021-2040 will be driven by positive natural change, as births outweigh deaths. Improved living and healthcare standards will support ageing, driving growth in the 65+ population. Cities will expand as…

Ho Chi Minh City and Hanoi are Vietnam’s most economically vibrant cities. Going forward, the populations of Vietnamese cities will continue to expand, with a relatively youthful demographic profile. However, the anticipated rapid economic…

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and…

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s 10 focus megatrends and insights as to how each trend has manifested in…

In 2022, Vietnam's business environment enjoyed a large working-age population and political stability. Vietnam is emerging as a tech and electronics export hub, with machinery and electronics accounting for a significant portion of its GDP. However,…

The number of households is set to increase moderately in Vietnam over 2021-2040, with couples with children remaining the dominant household type. While household earnings have already recovered from the COVID-19 impact, the fastest household…

Vietnam’s consumer income is expected to more than double by 2040, facilitated by robust economic growth. Purchasing power will be largely concentrated in the hands of younger generations. Generations Y and Z are expected to shape luxury-spending…