Megatrends in Vietnam

Megatrends in Vietnam
December 2023
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at time of publication: November 2023
MEGATRENDS IN VIETNAM 33
Scope
This report is part of a series of four highly-visual reports covering the 40 markets surveyed in the This Megatrends report highlights long-term
annual Voice of the Consumer: Lifestyles Survey. trends resulting from shifts in consumer
values and behaviour. It provides a summary
of each of Euromonitor International’s 10
Lifestyles Country Report Series
Draws together insights from across the Lifestyles Survey and focus megatrends and insights as to how each
Consumer Lifestyles provides analysis on key trends. trend has manifested in Vietnam.
Reviews shifting consumer traits and values that influence

Consumer Values and
purchasing and consumption behaviours. (Visual only
Behaviour
report)
Explores consumers beyond their demographic profile and

Consumer Types provides a different perspective on shopping habits and
path to purchase.
Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Megatrends including case studies highlighting how companies are Much of the information in this briefing is of a
responding to changing attitudes and expectations. statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
Euromonitor International cannot be held
responsible for omissions or errors.
Note: In the Lifestyles Survey, respondents provide their age within 5-year increments (15-19, 20-24, 25- Figures in tables and analyses are calculated
29, etc). Given these parameters, generations cited in this report series are defined as follows: Generation Z: from unrounded data and may not sum. Analyses
found in the briefings may not totally reflect the
Aged 15 to 29; Millennials: Aged 30 to 44; Generation X: Aged 45 to 59; and Baby Boomers: Aged 60+
companies’ opinions, reader discretion is advised.
Contents
Convenience
Digital living
Diversity and inclusion
Experience more
Personalisation
Premiumisation
Pursuit of value
Shopper reinvented
Sustainable living
Wellness
The drivers shaping consumer behaviour

There are five socioeconomic drivers generating and shaping consumer megatrends. These
long-term shifts explain the ongoing changes we see in consumer behaviour.
▪ Shifting Economic Power: Emerging market economies have seen strong growth at a
time when growth in advanced economies has faced headwinds.
▪ Population Change: Trends such as urbanisation, migration and ageing are combining to
reshape consumer lifestyles and purchasing decisions.
▪ Environmental Shifts and Pressures: Competition for resources and increasing
awareness of environmental challenges are having a transformative effect on consumer
behaviour - sometimes at a rapid pace.
▪ Technological Advances: Plays a pivotal role in consumer decision-making and the ability
of business to meet the needs of today's consumer. It has created upheavals in
consumer expectations, lowered the barriers to entry and inspired new business
models.
▪ Changing Values: Hyperconnectivity is giving individuals access to more information
than ever before, educating them on evolving social, cultural and political landscapes.
Megatrends framework
Megatrends reports provide
insight into Euromonitor’s 10
megatrends identified as being
the most important cross-
industry consumer trends that
businesses should be focused on
during the next 10-15 years.
Megatrend analysis helps
companies understand these
important long-term shifts in
consumer behaviour, enabling
them to assess future impact
and proactively build relevant
forward-thinking strategies.
This report provides an overview
of how these influential
megatrends are impacting
Vietnam.
Businesses harness megatrends to renovate, innovate and disrupt
Innovative and disruptive companies that understand the drivers shaping the world and the resulting megatrends, use this to execute
change from renovation where a company improves on previous ideas to increase market share, through to innovation where a company
grows an entire category and ultimately disruption, creating new markets where there were none before. Case studies in this report
highlight trend manifestations; examples of products and services that respond to megatrends.
Convenience
Time is increasingly a crucial commodity for today’s consumers who now demand convenience across all aspects of their lives in a world
that is increasingly complex and noisy. Convenience is the desire for effortless efficiency across every encounter and interaction as and
when the individual wants and where the individual is, leading to easier and more enjoyable experiences. Convenience is woven in
without the consumer asking for it.
Convenience
With busier lifestyles, growing urbanisation and longer working hours, convenience is becoming an increasingly important factor
1 for Vietnamese shoppers. Indeed, more than half (54%) of our survey respondents, compared with the global average of 41%,
say they feel under constant pressure to get things done. The number of single-person households grew by 11% over 2017-
2022, driving demand for home delivery, ready meals, convenience stores and other time-saving products and services.
The need for convenience has also spurred growth in demand for gadgets and apps that help make everyday tasks easier. As
2 many as 67% of Vietnamese respondents say they would be “lost without the internet”; while 61% (compared with just 42%
globally) admit that they are willing to spend money to save time. 53% (versus 36% globally) now report that they buy items or
services online at least weekly, while 62% use online banking services at least weekly.
Food delivery services burgeoned during the pandemic. Notably, 23% of Vietnamese say they do not have time to cook, and
3 28% of the Gen Z cohort (but just 8% of Baby Boomers) agree that ordering food for delivery is more convenient. Furthermore,
54% of respondents order food for home delivery, and 54% order for takeaway or pick up ready-made food to eat at home, at
least weekly. This compares with respective global averages of just 29% and 33%.
73% 61% 32%

looking for ways to simplify life willing to spend money to save time seek a job that allows for a strong work-life
balance
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded January-February 2023
10
AEON Vietnam enhances convenience with web shop redesign

Characteristic
▪ Japanese convenience store chain AEON
redesigned its e-commerce platform, AEON
Eshop, in Vietnam in October 2023 with the aim
of meeting changing customer needs in the 21%
post-COVID era. Notably, the new platform of Gen Z do not
includes an option for scheduled delivery. have time to
shop for
Context groceries
▪ There was a major shift during the pandemic
from in-person to online shopping. One of AEON
Vietnam’s key strategies in 2023 was to make
41%
of Millennials
the online shopping experience simpler, easier, plan to increase
more user-friendly and more convenient. spending on
groceries in the
next year
Consequence 71.1%
▪ Food and drink e-commerce offers significant growth in
convenience
growth potential thanks to continued stores sales over
improvements in service, delivery and digital 2017-2022 (USD,
payment methods. Brands will seek to provide current prices)
customers with ever more convenient and Passport edition: Voice of the Consumer: Lifestyles
Image source: AEON Vietnam seamless omnichannel experiences. Survey2023
11
Tech is being used to simplify everyday tasks

Convenience shopping preferences vs global Convenience shopping preferences by generation
n = 1,003; % of respondents n = 1,003; % of respondents
Use technology to improve day-to-day life
Looking for ways to simplify life
Seek curated experiences that are

tailored to tastes
Willing to spend money to save time
Seek personalised and tailored shopping

experiences
Seek products with easy to understand

labels
0% 20% 40% 60% 80%

Vietnam Global
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, 0% 20% 40% 60% 80% 100%
fielded January-February 2023
Generation Z Millennials Generation X Baby Boomers
Note: Combination of question response types: Agree and Strongly agree and Selected
12
Consumers seek flexibility in all areas of life

Convenience priorities at home Convenience priorities at work Convenience priorities at travel
n = 1,003; % of respondents n = 972; % of respondents n = 1,003; % of respondents
Job that allows for a

Smart home strong work-life balance All-inclusive hotels and
functionality resorts
Work from home
Multi-functional Convenient travel

space (work-live Have flexible start and options
space) finish times
Work close to home Book holiday package

Proximity to including flight and
public transport accommodation
Work part-time
On-site fitness Close to home

facility Set own work hours
0% 5% 10% 15% 20% 25% 30% 0% 30% 60% 0% 5% 10% 15% 20%
Source: Euromonitor International Voice of the Consumer: Source: Euromonitor International Voice of the Consumer: Source: Euromonitor International Voice of the Consumer:
Lifestyles Survey, fielded January-February 2023 Lifestyles Survey, fielded January-February 2023 Lifestyles Survey, fielded January-February 2023
13
Many shoppers want to see what they are buying

Priorities for in-store shopping vs global Priorities for in-store shopping by generation
See or try before buying
Convenient location/access
Better warranty/Easier to return if
defective
Immediate purchase
Advice from in-store sales people
No delivery-related hassles
Products are not available online in own
country
To see new products and trends that
they would otherwise miss
Desired model/version was not available
online
No payment method that enables to
shop online
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Vietnam Global 0% 5% 10% 15% 20% 25% 30% 35% 40%
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey,
fielded January-February 2023 Generation Z Millennials Generation X Baby Boomers
14
Consumers enjoy the flexibility of online shopping

Priorities for online shopping vs global Priorities for online shopping vs global
n = 961; % of respondents n = 961; % of respondents
Can order at any time, from anywhere
Can try a variety of new products
Can access site on different devices

Product information, comparison, and
reviews at fingertips
Can buy products/brands not available in
the local market
Ease and availability of delivery
E-chat option with site expert about the
product
Immediate purchase
Can customise products according to my
preferences
Can set up subscription/auto-
replenishment
0% 10% 20% 30% 40%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Vietnam Global
15
Convenience drives demand for home delivered meals

Priorities for meals vs global Priorities for meals by generation
Use meal kit delivery services
Do not have time to cook
Ordering food for delivery is more

convenient
Would rather spend my time doing things

other than cooking
Going out to eat at a restaurant is more

convenient
Do not have time to shop for groceries
Do not have easy access to a grocery

store
0% 10% 20% 30% 40%

Vietnam Global 0% 5% 10% 15% 20% 25% 30% 35%
Digital living
Consumers spend an increasing amount of their time in the digital space. Ongoing technological advancements continue to accelerate
the digitalisation of all our daily routines from shopping, entertainment and socialising through to work and learning. The evolution of
the metaverse promises to democratise access to an enhanced, immersive 3D layered web experience, enabling the seamless
convergence of our physical and digital lives.
17
Digital living
While broadband access remains somewhat patchy in Vietnam, urban consumers are tech-savvy and mobile-centric. 5G was
1 first rolled out in December 2020, and by January 2023 40 of 63 provinces and cities were covered with a 5G network, providing
considerably faster download speeds. Our survey shows that Vietnamese respondents are more likely than their global
counterparts to own both smartwatches (30% versus 25%, respectively) and smart appliances (31% versus 22%).
Three quarters of respondents say they use technology to improve their day-to-day life, and 38% (compared with a global
2 average of 25%) plan to increase their spend on new technology in the next year. Moreover, as many as 58% (versus just 38%
globally) say they now prefer to communicate online than in person. Conversely, Vietnamese consumers are less likely than the
global average to say they use messaging apps at least weekly (55% versus 69%, respectively).
Social media use is very high in Vietnam, with a whopping 78% of consumers (compared with 68% globally) saying they visit or
3 update a social networking site at least weekly. 26% (versus just 15% globally) visit an online dating site at least weekly.
Vietnamese consumers are less protective of their personal data than their global peers, however. As many as 44% (compared
with 26% globally) report that they freely share personal information online, while 45% (versus 28% globally) say they feel
comfortable sharing their personal data with companies.
75% 67% 22%

use tech to improve everyday life are lost without the internet will shift everyday activities to online in
next five years
18
Loopsie uses AI to transform user’s photos into anime-style images

Characteristic
▪ Loopsie, an artificial intelligence (AI)-powered
photo generator app, was reportedly the most
downloaded app on Apple’s App Store in
Vietnam in August 2023. Available under various 83%
subscription plans following a 3-day trial, the of Gen Z visit a
app creates comic book-inspired images. social
networking site
Context at least weekly
▪ Anime is highly popular among Vietnamese
youth and its fanbase continues to grow.
Loopsie (from KRNL) differs from other photo
54%
of Millennials
apps in that it changes backgrounds and not just value virtual
human faces. The pictures are widely shared on online
experiences
social media.
Consequence 53%
▪ Generative AI will be used in an increasing of Millennials
freely share
variety of applications, especially as deep their personal
learning technology develops and accuracy info online
improves. Nevertheless, the arrival of such apps
continues to raise privacy concerns. Passport edition: Voice of the Consumer: Lifestyles
Image source: Apple App Store Survey 2023
More activities move online

Use of consumer tech vs global Use of consumer tech by generation
Order food for home delivery**
Play video games**

Remotely monitor or control home
appliances**
Take an online/virtual fitness class**
Use augmented or VR to enhance
shopping experience**
Visit an online dating or matchmaking
site/app**
Engage with metaverse platforms**
Own a smart appliance(s)*
Own a fitness wearable/health tracker*
Own an in-home virtual assistant device*
0% 10% 20% 30% 40% 50% 60% 70% 80%

Vietnam Global
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Notes: *Selected; **At least monthly
20
Consumers are protective of their personal data

Data privacy concerns
n = 1,003; % of respondents
I actively manage data sharing and privacy settings 25% 45% 23%
Prefer to be anonymous online 20% 41% 6% 29%
I share my data in order to receive personalised offers 18% 40% 10% 28%
I feel comfortable sharing my personal data with government institutions 18% 35% 12% 6% 29%
Targeted ads based on my online activity are an invasion of privacy 18% 35% 9% 34%
I freely share personal information online 17% 27% 18% 9% 29%
I feel comfortable sharing my personal data with private companies 16% 29% 20% 7% 28%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Strongly agree Agree Disagree Strongly disagree Neither agree or disagree
Note: % of respondents (Agree/Strongly agree)
21
Millennials are the least concerned about sharing data

Data privacy concerns by generation
n = 1,003; % of respondents (agree or strongly agree)
I actively manage data sharing and
privacy settings
Prefer to be anonymous online
I share my data in order to receive

personalised offers
I feel comfortable sharing my
personal data with government
institutions
Targeted ads based on my online
activity are an invasion of privacy
I feel comfortable sharing my
personal data with private
companies
I freely share personal information
online
0% 10% 20% 30% 40% 50% 60% 70% 80%

22
Consumer reviews are the most trusted information source

Top five trusted information sources vs global
Independent consumer reviews
Friends and family recommendations
Product label and other information shown on packaging or brand website
Brand/Company website
My social media network
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Vietnam Global
23
Half of consumers expect more face-to-face activity post-pandemic

Everyday online and in-person activities over the next five years vs global
More of my everyday activities will shift to in-person
More of my everyday activities will shift to online platforms
0% 10% 20% 30% 40% 50% 60%

Vietnam Global
Increasing attention to consumer values results in the empowerment of everyone. Inclusion for all means unlimited accessibility and
fairness. Race, ethnicity, gender, age, physical abilities, culture and religion, and financial position are not barriers to entry, but rather
check points for creating universal design. Consumers increasingly value none-size-fits-all products and services, while businesses move
from mere compliance to natural development of diverse workforces.
25

Vietnam is home to 54 ethnic groups, although according to the Ministry of Labour there are only around 100,000 foreign
1 citizens living permanently in the country. Vietnam is officially an atheist state and all religions are deemed equal before the law.
In line with the global average, spiritual beliefs are important to just over half (53%) of Vietnamese respondents in our survey.
As many as 71% say they feel comfortable expressing their identity with friends and family.
Foreign travel is on the rise among Vietnam’s middle-class consumers, and a fifth of Gen Z say they expect to work abroad in
2 future. Reflecting this, 68% of respondents believe it is important to experience cultures other than their own. In recent years,
international brands have flocked to Vietnam, eager to take advantage of its large and youthful population, growing economy
and rising incomes. 69% of respondents believe that international products are more readily available than they were five years
ago.
In order to promote inclusion, the government has implemented initiatives to improve opportunities and healthcare of people
3 with disabilities. Nevertheless, mental health remains stigmatised. Vietnam is socially conservative. Same-sex marriages are not
legally recognised, although homosexuality is legal and generally accepted. Gender inequality remains high, and most women
are employed in the informal economy. Most of our Vietnamese respondents (69%) agree that their identity is accepted by
society.
33% 25% 69%

feel good buying eco-conscious/ethically- want to work for a company that takes believe their identity is accepted by society (eg
conscious products ethical and social responsibilities seriously gender, age, race/ethnicity/religion, income)
26
MFast promotes financial inclusion in rural Vietnam

Characteristic Financial Cards in Circulation 2018-2023
'000 cards
▪ Financial services network MFast raised USD6
million in August 2023 to help it to broaden its 180,000
operations. The start-up promotes financial

160,000
inclusion in order to help consumers gain access
to financial services and high-ticket items such 140,000
as home appliances in rural areas.
Context 120,000
▪ MFast’s 160,000 active agents work with
customers in tier 2 and tier 3 cities throughout 100,000
Vietnam. They are provided with training

80,000
sessions to enable them to help consumers get
CASA bank accounts, loans, credit cards, 60,000
insurance and zero-interest financing options.
Consequence 40,000
▪ Although their number is declining, 28% of
20,000
Vietnam’s population was still unbanked in
2022. Financial inclusion will be a key enabler to 0
reduce poverty, support digital development in 2018 2019 2020 2021 2022 2023
rural areas and enable people to better manage
Image source: Mfast their finances. Passport edition: Consumer Finance, 2023
27
Gen X are the most keen to support charities aligned with their values
Activities for social good vs global Activities for social good by generation
Donate to non-profits and charities

supporting causes aligned with values
Share opinion on social/political issues

on media
Attend community meetings
Participate in rallies and protests
0% 10% 20% 30% 40%

Vietnam Global 0% 10% 20% 30% 40% 50%
28
Most want to make a positive difference to the world

Consumers' social good values vs global Consumers' social good values by generation
Give back to those in need
Feel they can make a difference to the

world through choices
Actively involved in political and social

issues
0% 20% 40% 60% 80%

Vietnam Global
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, 0% 10% 20% 30% 40% 50% 60% 70% 80%
Note: Agree/Strongly agree Generation Z Millennials Generation X Baby Boomers
29
Vietnamese people generally feel comfortable expressing their identity

Acceptance of identity vs global Acceptance of identity by generation
For example: gender, age, race/ethnicity/religion, income n = 1,002; % of respondents
Comfortable expressing identity with

friends and family 66% 80% 72% 62%
Own identity is accepted by society

63% 76% 73% 59%
Important to experience cultures other

than own
68% 75% 69% 55%
Important to feel comfortable expressing

identity at work
22% 18% 16% 21%
0% 10% 20% 30% 40% 50% 60% 70% 80%

Vietnam Global
30
Shoppers are paying more attention to brand values

Social good responses to brands vs global Social good responses to brands by generation
Only buy from companies and brands

they trust completely
Make purchasing decisions based on

brands'/companies' social and political
beliefs
Buy from brands that support social and

political issues aligned with own values
Buy products and services from purpose-

driven brands/companies
Boycott brands/companies that don’t

share social/political beliefs
0% 10% 20% 30% 40% 50% 60% 70% 80%

Vietnam Global 0% 10% 20% 30% 40% 50% 60% 70% 80%
Note: Combination of question response types: Agree and Strongly agree and Selected
Experience more
Consumers are prioritising experiences over things. They engage directly with a product/service and in return they receive an enhanced
and unique interaction with the brand. Consumers are seeking out authentic experiences that suit their individual tastes, preferences
and lifestyles. Appealing to the senses and using technology as an enabler, brands strive to provide a value-added experience.
32
Experience more
Vietnam’s growing base of affluent, urban consumers are keen to devote more time to leisure and try new activities. As many as
1 64% of our survey respondents (compared with 56% of their global counterparts) believe it is important to spend money on
experiences, while 69% (versus 60% globally) say they seek curated experiences that are tailored to their tastes. With shopping
a favoured pastime, 66% (compared with 55% globally) say they shop in stores that create engaging experiences.
Vietnam is a family-orientated nation and consumers like to share experiences with their loved ones. As many as half of
2 respondents (versus just 31% globally) say they prioritise time with parents, and 44% prioritise time with children. Activities
such as leisure shopping, day trips and cinema are especially popular, carried out by 55%, 53% and 36% of consumers on a
monthly basis (well above the respective global averages of 47%, 28% and 24%).
Although the majority (67%) of Vietnamese consumers still say they prefer real world to virtual online experiences, there was a
3 strong trend towards digital entertainment during the pandemic. 45% of respondents (including 55% of Gen Z) say they
subscribe to online streaming services, while 56% of Gen Z (compared with only 24% of Baby Boomers) take part in online video
gaming at least weekly. The Vietnamese are also embracing Web3 technology, with 24% (versus a global average of 16%)
reporting that they engage with metaverse platforms at least weekly.
75% 49% 69%

value real world experiences value online virtual experiences seek curated experiences tailored to their
tastes
33
Vietnam’s first virtual runway is hosted on ORTHO’s metaverse

Characteristic
▪ Vietnamese fashion designer Le Thanh Hoa was
the first to host a virtual runway fashion show
on the metaverse platform of Vietnam’s digital
fashion house, ORTHO, in October 2022. Visitors 24%
were able to move through the virtual space of consumers
with their avatars. engage with
metaverse
Context platforms at
▪ The metaverse has emerged as an immersive least weekly
virtual space where consumers can explore the
online world and purchase digital products.
24%
use AR or VR to
Powered by Spatial, Le Thanh Hoa’s virtual enhance their
runway attracted around 1,000 visitors and was shopping
experience
displayed alongside the physical show.
Consequence 54%
▪ Metaverse is still fairly limited in Vietnam, but of Millennials
value online
consumers and companies are taking a greater virtual
interest in Web3 technologies. Digital fashion is experiences
expected to gain traction worldwide and is seen
as a way for consumers to express their Passport edition: Voice of the Consumer: Lifestyles
Image source: Le Thanh Hoa originality and reflect their status. Survey2023
34
Consumers enjoy socialising both online and offline

Leisure habits frequency
Socialise with friends online 36% 29% 19% 13%
Socialise with friends in person 33% 32% 20% 12%
Take a day trip 22% 31% 27% 17%
Go shopping for leisure 17% 38% 25% 15% 5%
Take a class/Attend a lecture 9% 19% 24% 32% 17%
Go to the cinema 8% 28% 28% 27% 9%
Go to a sporting event 8% 16% 27% 34% 15%
Take a virtual class/Attend a lecture online 7% 20% 21% 32% 20%
Go to a concert or the theatre 5% 16% 20% 37% 21%
Attend virtual events/concerts 17% 20% 33% 24%
Go to a museum/art gallery 14% 26% 39% 17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
At least weekly 1-3 times a month Once every few months Rarely Never
35
Safety is the number one priority when choosing a holiday destination

Top 10 most important travel destination features vs global
Safe destination
Immersion in local culture
Relaxation
All-inclusive hotels and resorts
Quality of food/dining at destination
Nature and outdoor activities
Family-orientated/Child-friendly
Eco-tourism/Sustainable travel options
Convenient travel options
Shopping
0% 5% 10% 15% 20% 25% 30%

Vietnam Global
36
More consumers value real world than online experiences

Experiential lifestyle priorities by importance vs global Value of online and real world experiences by generation
n = 881; % of respondents (agree or strongly agree) n = 881; % of respondents (agree or strongly agree)
Value real world experiences
Seek curated experiences tailored to

taste
Shop in stores that create engaging
experiences
Enjoy life and don't worry about the
future
Value online virtual experiences
Spend on experiences*
Plan to increase social outings (cinema,

concerts or theatre)*
Like browsing even without spending
0% 30% 60% 90%

Vietnam Global
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Note: *Increase
Personalisation
The growth of individualism and self-orientated lifestyles is influencing rising consumer expectations for highly customisable and
personalised products and services. These demands are increasingly met by improvements to technology and data collection that
provide consumers’ insights on their individual interests, lifestyles, health, nutrition and body, with enterprising companies offering
solutions to address concerns that arise from this information.
38
Personalisation
As social and work demands increase, consumers have become more aware of the need to put aside time for themselves and to
1 seek products and experiences that are geared towards their personal needs and preferences. Being a family-orientated society,
“time for myself” is a top life priority for only 38% of our Vietnamese survey respondents, compared with 51% of their global
counterparts. Nevertheless, as many as 73% (compared with 66% globally) say they are looking for ways to simplify their life.
Self-expression is important to the Vietnamese. A whopping 63% (versus 47% globally) agree that they like being distinct from
2 others. In the age of social media, 52% (compared with just 39% globally) think it is important to cultivate their personal brand
online and manage others’ perceptions of them. Moreover, consumers are interested in interacting and collaborating with
brands: 62% (versus 43% globally) claim they want to engage with brands to influence product innovation.
These attitudes have driven a trend towards customisation: 69% of respondents (compared with a global average of 60%) say
3 they seek curated experiences that are tailored to their tastes; while 54% (including a higher 62% of Millennials) want products
and services that are uniquely tailored to them. Reflecting this, the majority (58%) say they are willing to share their data in
order to receive personalised and targeted offers/deals.
63% 58% 52%

like to be distinct from others share my data in order to receive important to cultivate my personal brand online
personalised and targeted offers/deals and manage others’ perceptions of me
39
Apple offers the option to customise products at its new online store
Characteristic
▪ Apple launched its online Apple Store in
Vietnam in May 2023. The site includes an
option for customers to personalise their iPad,
AirTag, AirPods, Apple Watch or Apple Pencil 54%
with text, numbers and emojis. of consumers
want uniquely
tailored
Context products and
▪ In addition to customisation, Apple’s online services
shop allows customers to consult with experts
to inform their purchasing decisions. It also
37%
of Gen Z want
introduces Apple’s trade-in scheme, as well as personalised and
an option for up to 24 months of financing via tailored
shopping
the MoMo digital wallet. experiences
Consequence 57%
▪ Although purchasing power is likely to be of consumers
squeezed for the foreseeable future, demand buy small
consumer
for personalised products and services will appliances
continue to be driven by the need for self- online
expression and a desire by consumers to stand Passport edition: Voice of the Consumer: Lifestyles
Image source: Apple out from their peers. Survey2023
40
Vietnamese are keen to express themselves via their online persona

Digital personalisation priorities vs global Digital personalisation priorities by generation
Actively manage data sharing and privacy

settings according to preferences
Share data in order to receive

personalised and targeted offers/deals
Important to cultivate own online brand
Comfortable sharing personal data with

private companies
Freely share personal information online
Shop more often where they have store

credit card/loyalty card
0% 10% 20% 30% 40% 50% 60% 70% 80%

Vietnam Global
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, 0% 10% 20% 30% 40% 50% 60% 70% 80%
41
Consumers enjoy tailored experiences

Desire for personalisation vs global Desire for personalisation by generation

tailored to tastes
Like to be distinct from others
Looking for personalised and tailored

shopping experiences
Able to customise products according to

preferences
0% 10% 20% 30% 40% 50% 60% 70% 80%

Vietnam Global
Premiumisation
Slowing volume growth has led brands to seek new ways to drive value expansion. Concentration of wealth and income has created new
demand for high-end offerings. Consumers everywhere demand more choices and more tiers - from discount and mass to “masstige,”
luxury and beyond - allowing them to spend more on what matters most. Global mass brands are giving way to niche brands and
personal “brand portfolios”, as consumers at all income levels seek products, services and experiences which reflect their personal
identity.
43
Premiumisation
Vietnam’s aspirational middle-class shoppers are driving a growing market for premium goods and services. 63% of our survey
1 respondents (compared with just 47% globally) say they like to be distinct from others, and as many as 60% (versus 43%
globally) admit that it is important to them that others think they are doing well. In light of rising living costs, 36% say they
would rather buy fewer but higher quality things. 68% (compared with a global average of 54%) extensively research the
products and services they consume.
Products that offer added convenience, customisation or technical advancement are favoured by consumers. 38% of
2 Vietnamese (compared with 25% of their global counterparts) say they plan to spend more on new technology in the next year,
while a substantial 61% (versus 42% globally) admit that they are willing to spend money to save time. More than half (54%)
want products and services that are uniquely tailored to them.
Quality is an important consideration for the Vietnamese. As many as 46% say they are influenced by “high quality” when
3 buying clothing and footwear, compared with just 38% who look for “value for money”. When making food and drink purchases,
“all natural” products take precedence (cited by 48% of respondents, compared with 35% globally), followed by “health and
nutritional properties” (40%). Organic foods are also important to 36% of Vietnamese, versus just 22% globally.
71% 36% 54%

believe their investments will have long- buy fewer, but higher quality things want products and services that are
term value uniquely tailored to them
44
East West Brewery continues to innovate in the emerging craft beer category
Characteristic Forecast Sales of Beer 2022-2027
Million litres
▪ Vietnamese craft brewer East West Brewery 9,000
created three speciality fruit-flavoured beers in
October 2023: Hazy, Mountain, and Salvo+ Hazy 8,000
Pale Ale. The beers were available from its Ho
Chi Minh City taproom throughout November at 7,000
an exclusive price of VND69,000.
Context 6,000
▪ East West Brewery balances tradition with

5,000
innovation to appeal to younger consumers who
might be drinking less but looking for a more
4,000
unique and upmarket experience. Its products
are available in ready-to-drink (RTD) bottles and 3,000
cans, as well as on tap.
Consequence 2,000
▪ Craft beer is an emerging category in Vietnam,
1,000
driven by well-travelled local consumers, as well
as international clientele looking for premium,
0
good-tasting products. The market is expected 2022 2023 2024 2025 2026 2027
to experience accelerated rates of growth,
Image source: East West Brewery despite income constraints. Passport edition: Alcoholic Drinks, 2022
45
Most people want a simpler life

Statements that best reflect consumer motivations vs global Statements that best reflect consumer motivations by generation
Looking for ways to simplify life

tailored to tastes
Like to be distinct from others
Spend money to save time
Would rather buy fewer, but higher

quality things
Buying eco- or ethically-conscious

products feels good
Seek niche brands that are hard-to-find

or unique
0% 20% 40% 60% 80%

Vietnam Global
Note: Combination of question response types: Agree and Strongly agree and Selected Generation Z Millennials Generation X Baby Boomers
46
Millennials have the most confidence in their investments

Premium personal traits and values vs global Personal traits and values by generation
n = 1,003; % of respondents (agree and strongly agree) n = 1,003; % of respondents (agree and strongly agree)

Believe investments will have long-term
value
61% 82% 71% 65%
Extensively research the products and

services consumed
61% 73% 72% 65%
Want to engage with brands to influence

product innovation
52% 71% 64% 60%
Want products and services uniquely

tailored to them
45% 62% 55% 52%
Enjoy life and don't worry about the

future 52% 61% 52% 46%
0% 10% 20% 30% 40% 50% 60% 70% 80%

Vietnam Global
47
Natural ingredients and high quality are prized attributes

Ranking of features that consumers are willing to pay more for
Food Home Care/Cleaning Products Apparel and Footwear

All natural 39% High quality 38% High quality 36%
Health and nutritional

30% All natural 28% Durable 22%
properties
100% organic 29% 100% organic 22% All natural 18%
Sustainably produced 22% Hypoallergenic 19% Design or style suited to me 17%
Environmentally conscious or Environmentally conscious or

21% 18% Comfortable 16%
eco-friendly eco-friendly
Superior taste 19% Sustainably produced 18% Sustainably produced 16%
Environmentally conscious or
Strong or well-known brand 16% Scented 16% 14%
eco-friendly
Hormone free 16% Multi-functional 15% High performance 13%
Non-GMO 15% Performance claim 14% Natural fibres 12%
Locally sourced or
13% Strong or well-known brand 14% 100% organic 11%
manufactured
Pursuit of value
Consumers actively find ways to seek value, economise and save money. Drivers of this behaviour are not only fear of eroding living
standards and the need to stretch limited resources in the face of the cost-of-living crisis, but also the value shift towards conscious
consumption and rising concerns about environmental issues. Consumer habits to maximise value are long lasting, as consumers prepare
for future shocks.
49
Pursuit of value
Vietnam has witnessed rapid economic growth and middle-class expansion in recent years, driving up purchasing power and
1 spurring consumer spending. While Vietnam has not witnessed the sharp price increases seen in other parts of the world,
inflation rose from 1.8% in 2021 to 3.2% in 2022. As many as 72% of our survey respondents report that they are concerned
that the cost of everyday items is going up, which may drive demand for private label products: 27% say they will increase store
brand purchases in the next year.
With social status important in Vietnam, only 22% of consumers (compared with 44% globally) say they like to find bargains.
2 Additionally, a much higher than average 33% (versus 22% globally) report that they plan to increase their overall spending in
the next year. This may lead to increased borrowing: 21% of Vietnamese (compared with a global average of just 16%) now
admit that they sometimes rely on consumer credit to cover everyday expenses. 43% (versus 35% globally) report that they
expect to increase visits to discount stores in the next year.
Support for the circular economy is growing, reflecting environmental as well as budgetary concerns. 55% of Vietnamese
3 consumers now say they buy second-hand items at least annually. Furthermore, in line with the growth of the sharing economy,
half of respondents (compared with just 30% globally) report that they rent items rather than buy new ones, and as many as
61% (versus 39% globally) share or swap items at least annually.
36% 23% 18%

would rather buy fewer, but higher quality share/swap items or services cutting back on spending in 2023
things at least monthly
50
Fundiin partners with LOTTE Cinema to launch BNPL for cinema tickets
Characteristic
▪ Vietnam’s leading buy now, pay later (BNPL)
provider, Fundiin, partnered with the LOTTE
Cinema chain in July 2023 to offer younger
customers zero-cost BNPL options (either in 30 21%
days or three monthly instalments) at its 40 of consumers
cinemas. sometimes rely
on borrowing to
Context cover everyday
▪ The partnership marks the first time that a expenses
cinema chain has collaborated with a BNPL
provider. Fundiin has reported a strong move in
44%
of Millennials go
Vietnam towards BNPL as young people in to the cinema at
particular seek to manage their budgets more least monthly
effectively in times of rising costs.
Consequence 72%
▪ With credit card penetration still relatively low of consumers
are worried
in Vietnam, BNPL is set to grow. The solution about the rising
offers cash-strapped consumers a risk-free way prices of
to boost their purchasing power, while giving everyday items
merchants the opportunity to increase average Passport edition: Voice of the Consumer: Lifestyles
Image source: Fundiin transaction amounts. Survey2023
51
Vietnamese shoppers are less thrifty than their global counterparts

Lifestyle and shopping preferences vs global Lifestyle and shopping preferences by generation
Would rather buy fewer, but higher

quality things
Lead a minimalist lifestyle and do not buy
new items often
Shop online to find the best price
Regularly seek private label/low-cost

products
Like to repair items instead of purchasing
new ones
Willing to buy second-hand or previously-
owned items
Use AR/VR to enhance shopping
experience
Like to find bargains
Willing to rent items instead of buying
0% 10% 20% 30% 40% 50%

Vietnam Global 0% 10% 20% 30% 40% 50%
52
Consumers are worried about rising living costs

Money management vs global Money management by generation
I am concerned that the cost of everyday

items I buy is going up
I am financially secure
0% 10% 20% 30% 40% 50% 60% 70% 80%

Vietnam Global 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
53
Shoppers are embracing the circular economy

Frequency of repurposing, sharing, donating and renting items
Buy used or second-hand items 5% 13% 21% 16% 31% 14%
Share/Swap items or services 5% 18% 23% 15% 26% 13%
Sell used or second-hand items 15% 21% 16% 27% 16%
Donate used items to a charity or non-profit 16% 21% 26% 25% 9%
Rent items, rather than buy 12% 20% 15% 29% 21%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
At least weekly 1-3 times a month Once every few months 1-2 times a year Rarely Never
54
Consumers seek ways to make their money go further

Frugal purchasing intentions vs global Frugal purchasing intentions by generation

Increase saving money in next year
54% 42% 42% 34%
Increase visits to discount stores

43% 47% 42% 36%
Increase spending on groceries in the

next year
38% 42% 38% 32%
Increase purchase of second-hand or

previously owned products
24% 28% 27% 22%
Decrease overall purchases of products

and services
20% 13% 14% 9%
0% 10% 20% 30% 40% 50%

Vietnam Global
Shopper reinvented
How we buy goods and services is undergoing radical shifts. Widespread access to the internet ushered in new competitors, partners
and channels. Now consumers are making purchases across different platforms from merchants' apps to social networks to voice-driven
platforms. Merchants must be prepared to engage with consumers anytime and anywhere. The customer journey of the future weaves a
brand into the entire experience, providing value before, during and after the purchase, converting a transaction into a relationship.
56
Shopper reinvented
Vietnam’s middle-class consumers are fond of shopping and its big cities are home to several large malls. Reflecting their
1 increasing purchasing power, a higher than average 44% of our survey respondents say they enjoy spending money rather than
saving it, compared with 33% of their global counterparts. 55% (versus 47% globally) go shopping for leisure at least monthly,
while a whopping 66% (compared with 55% globally) report that they like to shop in stores that create engaging experiences.
The pandemic prompted a significant shift towards online shopping in Vietnam. As a mobile-first nation, much of this is carried
2 out on portable devices. E-commerce has also benefited from the greater availability of financial cards and BNPL options. More
than half (53%) of all respondents, compared with a global average of just 36%, now say they buy an item or service online at
least weekly, while 41% compare prices online at least weekly.
As in other parts of Asia, social commerce has boomed alongside growing social media usage. As many as 37% of Vietnamese
3 consumers, compared with just 22% globally, report that they make purchases from social media platforms, while 46% (versus
34% globally) say they “follow” or “like” a company’s social media feed or post. A whopping 62% are highly trustful of bloggers/
social media influencers. Notably, a mere 13% (versus 32% globally) claim they do not interact at all with brands or retailers on
social media platforms.
37% 46% 24%

bought something via a social media “follow” or “like” a company’s social media use AR or VR weekly to enhance shopping
platform in last six months feed or post experience
57
VR360 launches Vietnam’s first virtual reality shopping mall

Characteristic
▪ Vietnam’s first virtual reality (VR) shopping mall
was launched in 2023 by VR360. vrMall offers
consumers the convenience of shopping
anywhere and at any time, as well as providing a 24%
fun and immersive experience. of consumers
use VR or AR to
enhance their
Context shopping
▪ Businesses present on vrMall are provided with experience
an online store with a 3D interface. Viewers are
able to click on products to obtain detailed
53%
buy an item or
information, add to their cart, or link to the service online at
company’s e-commerce site to make purchases. least weekly
Consequence 73%
▪ E-commerce continues to hold strong growth are looking for
ways to simplify
potential in Vietnam. Retailers will continue to their life
invest in omnichannel solutions - including
virtual malls or metaverse - with the aim of
providing consumers with a seamless and Passport edition: Voice of the Consumer: Lifestyles
Image source: vrMall interesting shopping experience. Survey2023
58
Shoppers put their trust in celebrity-endorsed brands

Shopper engagement priorities by country vs global Statements that best reflect consumer motivations by generation
Want curated experiences tailored to

their taste
Only buy from companies and brands

they trust completely
Trust brands endorsed by celebrities
Regularly buy small treats
Like browsing even without spending
Often make impulse purchases
0% 20% 40% 60% 80%

Vietnam Global
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Note: Response types: Agree and Strongly agree Generation Z Millennials Generation X Baby Boomers
59
Consumers enjoy a mix of in-store and online shopping

Methods used to purchase products over previous year
n = 865; % of respondents by method
Apparel/Footwear
Small appliances
Apparel/Footwear
Takeaway/Delivery food
Second-hand
Tickets
Travel
Toys/Games
Online downloads
0% 10% 20% 30% 40% 50% 60% 70% 80%

In store/In person Online
60
S-commerce is well-developed in Vietnam

Online engagement with companies over previous six months vs global
“Follow” or “like” a company’s social media feed or post
Buy something via social media
Share or retweet a product
Share a purchase with your social network
Receive a discount/offer for referring someone via social media
Share or retweet a company’s social media feed or post
Provide feedback to a company via social media
Talk to a company’s customer service through social media
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Vietnam Global
61
Gen Z are the most likely to shop via social media channels
Top five forms of online engagement with companies over previous six months by generation
“Follow” or “like” a company’s
social media feed or post
Buy something via social media
Share a purchase with your social

network
Receive a discount/offer for

referring someone via social media
Share or retweet a product
0% 10% 20% 30% 40% 50% 60%

Sustainable living
Among consumers and businesses, increasing attention is paid to ethics and moral values. This translates into decisions framed by
concerns about the environment, sustainability, animal welfare, production and labour practices, as well as desires to positively impact
communities and people.
63
Sustainable living
With Vietnam particularly vulnerable to environmental issues such as rising sea levels, deforestation and pollution, consumers
1 are ready to play a part in supporting sustainable lifestyles. As many as 73% of our survey respondents (well above the global
figure of 64%) say they are worried about climate change, and 58% (versus 45% globally) feel they are personally contributing to
global warming. 74% claim they try to have a positive impact on the environment through their everyday actions.
Notwithstanding these concerns, waste management is not considered as important an issue in Vietnam as elsewhere. A mere
2 36% of respondents (compared with a global average of 53%) say they recycle items, and 41% (versus 56% globally) are
concerned with reducing food waste. In addition, only 22% of Vietnamese consumers (compared with 43% globally) say they try
to use less water. Although it is the top environment concern, reducing plastics use is vital to only 43% of respondents.
Ethical consumerism is on the increase, however. A third (33%) of respondents - well above the global average of 23% - report
3 that buying eco- or ethically-conscious products makes them feel good. This includes a higher 45% of Millennials. 31% of Gen Z,
compared with 23% of their global peer group, say they buy products and services from purpose-driven brands/companies,
while the same percentage of Gen Z donate to non-profits and charities supporting the environment.
61% 73% 36%

feel they can make a difference through are worried about climate change of eco-conscious consumers recycle items
their choices and actions
64
Vietnam launches its first electric bike delivery service

Characteristic
▪ Ahamove partnered with car manufacturer
VinFast to launch AhaFast, Vietnam’s first all-
electric bike delivery service, in the city of Da
Nang in September 2022. Within its first year of 34%
operation, AhaFast claims to have reduced CO2 of consumers
emissions in the city by 236 tonnes. want to reduce
their carbon
Context emissions
▪ Motorbikes are a significant part of everyday life
in Vietnam and there are an estimated 50
million of them on the road, causing a high level
32%
of Gen Z want to
of air and noise pollution. AhaFast’s e-bikes are live in a location
able to run 200km on a full charge and can with limited air
pollution
operate in heavy rain.
Consequence 25%
▪ E-bikes are expected to eventually replace of consumers
own an electric
petrol-driven bikes, contributing to a more car
sustainable future for Vietnam. Ahamove
planned to put 10,000 e-bikes into operation by
2025 and expand the AhaFast service to Hanoi, Passport edition: Voice of the Consumer: Lifestyles
Image source: Ahamove Ho Chi Minh City, Hai Phong and Nha Trang. Survey2023
65
Consumers are eager to protect the environment

Top five ethical issues and actions vs global
Try to have a positive impact on the environment through everyday actions
Worried about climate change
Only buy from companies and brands they trust completely
Give back to those in need
Being active in the community is important
0% 10% 20% 30% 40% 50% 60% 70% 80%
Vietnam Global
66
Vietnamese underperform global peers when it comes to recycling

Actions to lead a more sustainable life vs global Actions to lead a more sustainable life by generation
Recycle items
Repair broken items, rather than

replacing
Buy sustainably-produced items to
positively impact the environment
Buy products and services from purpose-
driven brands
Try to purchase locally-sourced products
and services
Donate to charities supporting the
environment
Try to shop in locally-owned stores
Buy second-hand/previously owned

products
Rent items instead of owning/buying
them
0% 20% 40% 60%

Vietnam Global
0% 10% 20% 30% 40% 50%
67
Reducing plastics use tops the list of green activities

Top actions to positively impact the environment or lead a more sustainable life vs global
n = 745; % of respondents
Reduce plastics use
Reduce food waste
Use sustainable packaging
Use more energy-efficient products
Reduce carbon emissions by taking public

transportation
Reduce meat consumption
Use less water
Off-set carbon emissions
0% 10% 20% 30% 40% 50% 60%

Vietnam Global
Note: Only showing results from respondents who try to have a positive impact on the environment
68
More consumers are voting with their feet

Top five typical political and social activities vs global
Donate to non-profits and charities

supporting causes aligned with my
values
Make purchasing decisions based on

brands'/companies' social and political
beliefs
Buy from brands that support social and

political issues aligned with my values
Share my opinion on social/political

issues on media
Vote in elections
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Vietnam Global
Note: Only showing results from respondents who are politically or socially active
69
Compostable packaging is considered the most sustainable

Top five packaging types considered to be sustainable or better for the environment vs global
Compostable
Biodegradable
Recyclable
Paper
Refillable/Reusable
0% 10% 20% 30% 40% 50% 60%

Vietnam Global
Wellness
Consumers are embracing healthier lifestyles with greater focus on self-care and prevention. The active pursuit of optimal holistic
wellness extends beyond physical health to incorporate mental, spiritual and emotional wellbeing, alongside increasing considerations of
social purpose and planetary health. Advancements in technology and digital adoption facilitate superior diagnostics and monitoring and
play an integral role in the self-optimisation journey.
71
Wellness
Vietnamese consumers began taking a more proactive approach to health prevention during the pandemic. Vietnam has one of
1 the lowest rates of obesity in the world (3.0% in 2022). 45% of our survey respondents (compared with 37% of their global
counterparts) claim to actively monitor what they eat in order to manage their weight. More than half (54%) say they look for
healthy ingredients in food and drink, while 49% (versus just 37% globally) report that they closely read nutrition labels on food
packs.
The Vietnamese also take their fitness seriously. A whopping 74% of respondents say they exercise at least weekly, compared
2 with a global average of 61%. Running and cycling are very popular, carried out at least weekly by 63% and 53% of consumers,
respectively, compared with 42% and 35% globally. Vietnamese respondents are also more likely than their global peers to say
they use an app to track their health and fitness (44% versus 32%, respectively).
In line with global trends, consumers are taking a more holistic approach to health and mental wellness. As many as 54% of
3 Vietnamese respondents report that say they feel under constant pressure to get things done, while herbal remedies are
consumed by 55%. Massage is a very popular way to destress, used by 55% of respondents. Yoga and meditation are also
practised by 62% and 46%, respectively. Furthermore, more than half (53%) take health supplements at least weekly.
24% 17% 62%

want to work for companies that prioritise shop online to avoid interaction in-store use massage for stress reduction
health and safety
72
Medigo makes healthcare more convenient, accessible and affordable

Characteristic
▪ Vietnam-based telehealth platform Medigo
received an additional USD2.0 million in funding
in March 2023 in order to strengthen its
services. The Medigo app helps consumers to 46%
find the nearest licensed pharmacies and order of consumers
medicine to be delivered instantly. plan to increase
spending on
Context health and
▪ Digital technologies are being used to improve wellness
the accessibility and affordability of quality
healthcare in developing countries, offering
28%
visit health-
convenient, fast and cost-saving solutions. The related websites
Medigo app had some 500,000 active users and at least weekly
1,000 pharmacy partners in 2023.
Consequence 57%
▪ The new funding will enable Medigo to develop believe they will
be healthier in
its healthcare ecosystem, including remote future
doctor consultations and home testing services.
Telemedicine will continue to change how
healthcare is accessed and delivered, resulting Passport edition: Voice of the Consumer: Lifestyles
Image source: Medigo in more competition and innovative services. Survey2023
73
Massage is the leading antidote to stress

Top five mental wellbeing activities in the last six months vs global
Massage
Yoga
Herbal remedies
Meditation
Spa visit
0% 10% 20% 30% 40% 50% 60% 70%

Vietnam Global
Note: Questions shown to respondents who participate in stress-reduction activities at least once every few months
74
Vietnamese are very keen on health and fitness

Wellness solutions vs global Wellness solutions by generation
Regularly* participate in physical exercise

Look for healthy ingredients in food and
beverages
Regularly* take health
supplements/vitamins
Closely read nutrition food labels
Increase spending on health and wellness
Use an app to track health and fitness

Participate in stress-reduction and mental
wellness activities
Own a smartwatch
Visit health-related or medical sites*
Seek to reduce alcohol consumption
0% 10% 20% 30% 40% 50% 60% 70% 80%

Vietnam Global 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Note: *At least weekly
75
Consumers continue to take precautions in the post-pandemic era

Actions to preserve and protect health vs global
Take health and safety precautions when leaving home
Want to work for a company that prioritises employee health and safety
Shop online to avoid interaction in store
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Vietnam Global
Leverage the power of megatrends to shape your strategy today
Today’s environment of fast-paced change makes it more challenging than ever to keep up with competitors.
The importance of Megatrend analysis helps businesses better anticipate market developments and lead both incremental and
megatrend analysis disruptive change for their industries. Euromonitor’s white paper “Megatrend Analysis: Putting the Consumer
at the Heart of Business” provides instructions on how to conduct megatrend analysis for your business.
Don’t miss our other Wellness, Sustainable Living, Experience More, Premiumisation, Digital Living, Shopper Reinvented, Pursuit of
megatrend reports Value, Personalisation, Diversity and Inclusion, Convenience
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analysis at your company, please visit http://www.euromonitor.com/consulting-consultation-request.
MEGATRENDS IN VIETNAM
For Further Insight please contact
Jennifer Elster Anna Raje

Lifestyles Insight Manager Innovation Consultant
jennifer.elster@euromonitor.com anna.raje@euromonitor.com
• linkedin.com/in/jennifer-elster-58338722 • linkedin.com/in/annaraje
• @ElsterJennifer
Alison Angus Ruta Sventickyte

Head of Practice - Innovation Survey Analyst
alison.angus@euromonitor.com ruta.sventickyte@euromonitor.com
• linkedin.com/in/alison-angus • linkedin.com/in/ruta-sven
Aistė Kriaučiūnaitė Kristina Balčiauskaitė

Survey Consultant Senior Economies and Consumers Research Manager
aiste.kriauciunaite@euromonitor.com kristina.balčiauskaite@euromonitor.com
• linkedin.com/in/aiste-kriauciunaite • linkedin.com/in/balciauskaite
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The data included in this report is accurate according to

Reviews shifting consumer traits and values that influence

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Diversity and inclusion

The drivers shaping consumer behaviour

Businesses harness megatrends to renovate, innovate and disrupt

73% 61% 32%

AEON Vietnam enhances convenience with web shop redesign

Tech is being used to simplify everyday tasks

Use technology to improve day-to-day life

Looking for ways to simplify life

Seek curated experiences that are

Willing to spend money to save time

Seek personalised and tailored shopping

Seek products with easy to understand

0% 20% 40% 60% 80%

Consumers seek flexibility in all areas of life

Job that allows for a

Work from home

Multi-functional Convenient travel

Work close to home Book holiday package

On-site fitness Close to home

Many shoppers want to see what they are buying

See or try before buying

Advice from in-store sales people

Consumers enjoy the flexibility of online shopping

Can order at any time, from anywhere

Can try a variety of new products

Can access site on different devices

Convenience drives demand for home delivered meals

Use meal kit delivery services

Do not have time to cook

Ordering food for delivery is more

Would rather spend my time doing things

Going out to eat at a restaurant is more

Do not have time to shop for groceries

Do not have easy access to a grocery

0% 10% 20% 30% 40%

75% 67% 22%

Loopsie uses AI to transform user’s photos into anime-style images

More activities move online

Play video games**

Own a smart appliance(s)*

Own a fitness wearable/health tracker*

Own an in-home virtual assistant device*

0% 10% 20% 30% 40% 50% 60% 70% 80%

Consumers are protective of their personal data

Prefer to be anonymous online 20% 41% 6% 29%

I freely share personal information online 17% 27% 18% 9% 29%

Millennials are the least concerned about sharing data

Prefer to be anonymous online

I share my data in order to receive

0% 10% 20% 30% 40% 50% 60% 70% 80%

Consumer reviews are the most trusted information source

Independent consumer reviews