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.

Why buy this report?
* Get a detailed picture of the Megatrends 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.

The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Super-apps MoMo and Gojek combine forces to help drive cashless payments
Consumers rely increasingly on apps for everyday activities
Most Vietnamese actively manage their 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
TikTok trials new in-app mini-game feature in Vietnam
Interest in virtual reality is growing, but real-world experiences are preferred
Online socialising is the norm post-pandemic
Travellers prioritise relaxation and safety
Millennials are the most eager to resume face-to-face activities
Middle class reset
Homebase provides aspiring homeowners with novel alternative to traditional mortgages
More than two fifths of consumers lead minimalist lifestyles
The concept of repurposing is gaining ground
Younger generations plan to increase visits to discounters
VinFast launches Vietnam’s first domestic EV along with unique battery rental system
Most Vietnamese yearn for a simpler life
Consumers are generally confident in the value of their investments
Quality trumps value for money in home care and clothing
Shifting market frontiers
“Vietnamese people give priority to using Vietnamese goods” campaign is expanded
Vietnamese consumers are fans of international brands
Millennials show the most support for local products
Shopping reinvented
Newly rebranded WinMart promotes convenience with “mini-mall” format
Smartphones are the shopping channel of choice in most categories
Shoppers enjoy engaging with companies via social media
Gen Z are most likely to follow companies’ social media feeds
Sustainable living
Social commerce start-up Mio App supports farmers and empowers rural women
Consumers want to play a part in combating climate change
Reducing plastics use is the top environmental concern
Consumers are increasing support for responsible brands
Recyclable packaging is considered the most sustainable
Nestlé launches NAN SUPREMEpro 3 infant formula with five HMOs
Vietnamese are among the world’s most physically active consumers
Massage and yoga are the top wellbeing activities
Consumers embrace health tech
Health and safety are paramount in the post-pandemic era

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