Consumer Lifestyles in Vietnam
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 Vietnam.
Euromonitor's Consumer Lifestyles 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 Overview 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 landscape Vietnam 2022
- Life priorities
- Spending time with parents rated far higher than global average
- Time for work is ranked well ahead of time for personal activities
- Tailored and curated experiences are highly sought-after by consumers
- Gen Z less concerned about how others perceive their accomplishments
- Consumers extensively research items and only buy from trusted brands
- Millennials more focused on the qualities of brands and services they use
- Home life
- High levels of regular home exercising in Vietnamese households
- All generations are regularly connected virtually with friends and family
- Desire for smart home functionality above the global average
- Eating habits
- Far higher rates of reheating and ordering ready-made food compared to global
- Natural foods with health and nutritional benefits most sought-after
- High levels of occasional meat/fish eating, particularly among Gen Z
- Evening/post-dinner snacks more popular at the weekends
- Over half of younger generations still like to follow regular mealtimes
- Working life
- A high salary comes out top over a job that offers a good work-life balance
- A job that offers a strong work-life balance appeals more to younger cohorts
- Younger generations more focused on earning a high salary over other factors
- Future expectations to be self-employed far exceed global average
- Gen Z have greatest expectation of being self-employed in future
- Leisure habits
- Millennials socialise online and in-person at similar rates
- Vietnamese consumers enjoy shopping for leisure when not going on day trips
- Millennials are the most active leisure shoppers
- Domestic trips are very popular across all generations
- Immersion in local culture more desirable to Vietnamese travellers than global average
- Younger generations want to find time to relax when they go on trips
- Health and wellness
- Women use health supplements/vitamins more frequently than men do
- High rates of regular running/jogging for exercise and fitness
- Gen Z are not practising yoga at the same levels as Millennials
- Massage and yoga used to reduce stress more popular than the global average
- Millennials are active in the pursuit of relaxation and stress-reduction
- Sustainable living
- 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
- Younger generations also want to continue to reduce their use of plastics
- Gen Z more appreciative of the value in repairing items rather than buying new
- Consumers more actively donate to causes that align with their values than global average
- Younger generations more actively share their opinions on social/political issues online
- Shopping habits
- Expectations of personalised/tailored shopping experiences far exceed global average
- Millennials lead the pursuit of personalised shopping experiences
- Influence of celebrity endorsement much higher than global average
- Younger generations still rely on friends and family recommendations
- Subscription service use driven by the convenience it offers
- Gen Z highly motivated by the convenience of subscription services
- In-store shoppers feel they have better options to return unwanted or faulty items
- Gen Z prefer to shop in-store to avoid paying for shipping
- Online shoppers most motivated by buying at a time that suits them and variety available
- Gen Z will shop online if the shipping is free
- Spending habits
- Consumers show little desire to cut back spending on their health and wellness
- Gen Z focus their intentions on saving money
- Technology
- Consumers are mindful of managing their data sharing and privacy
- Gen X show higher preference to communicate online than other cohorts
- Vietnamese consumers have higher rates of smart appliance ownership than global average
- Smartwatch ownership much higher than global average
- Consumers are more active online than their global counterparts
- Over 60% of Millennials engage in online video gaming every week
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