Megatrends in Vietnam

Megatrends in Vietnam

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 eight focus megatrends, and insights as to how each trend has manifested in Vietnam.

Euromonitor's Megatrends 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.

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* Use five-year forecasts to assess how the market is predicted to develop.


The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Zalo launches Vietnam’s first AI-based virtual assistant
Consumers are relying on apps for a plethora of activities
Millennials are the most prolific gamers
Almost three quarters of consumers actively manage data settings
Millennials are the most willing to share data in exchange for offers
Friends and family remain the most trusted sources of information
Return to face-to-face activities expected post-pandemic
Experience more
Karaoke streaming service Popsical poised for Vietnam launch
Real world experiences are still the most appreciated
Gen X are most likely to seek tailored experiences
Online socialising has become the norm amid the pandemic
Travellers look for safety and relaxation
Gen X are the most eager to resume face-to-face activities
Middle class reset
Pre-owned luxury goods retailer Marque Luxury opens Vietnam store
Half of consumers would rather buy fewer but higher quality items
Baby Boomers are the biggest bargain hunters
The concept of repurposing is gaining traction
Millennials are the most likely to be planning more visits to discounters
Premiumisation
BiaCraft Artisan Ales opens new craft beer destination
Most Vietnamese yearn for a simpler life
Gen X are the most willing to spend money to save time
Consumers are generally confident in the value of their investments
Quality trumps value for money in home care and clothing
Shifting market frontiers
Amazon facilitates cross-border selling for Vietnamese businesses
Consumers are curious about international products and cultures
A quarter of Gen Z plan to work abroad
Gen X are the most focused on buying local products
Shopping reinvented
Local on-demand delivery app Loship set for expansion
Smartphones are now the shopping channel of choice for most items
Shoppers enjoy engaging with companies via social media
Millennials are the most likely to interact with brands
Sustainable living
Saitex pioneers water-saving technology for its new denim mill
Climate change is a top concern for Vietnamese consumers
Reducing plastics use and food waste are overriding issues
Consumers are increasing support for responsible brands
Compostable packaging is considered the most sustainable
Wellness
NutiFood brings Swedish nutrition standards to Vietnam
Vietnamese are among the world’s most physically active consumers
Millennials pay the closest attention to nutrition labels
Massage and yoga are the top wellbeing activities
Consumers are embracing health tech
Health and safety is paramount amid pandemic measures
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