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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- Scope
- 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
- Premiumisation
- 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
- Wellness
- 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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