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 10 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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* 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.
- Scope
- Businesses harness megatrends to renovate, innovate and disrupt
- The drivers shaping consumer behaviour
- Megatrends framework
- Time-pressed consumers will prioritise convenience
- Convenience
- Nestlé’s ready-to-serve liquid coffee combines convenience and tradition
- Vietnam’s busy consumers are ready to invest money to save time
- Tech-savvy consumers value smart home functionality
- Shoppers like the better guarantees offered by physical stores
- Online shoppers value the ability to research items more thoroughly
- Vietnamese seek time-saving alternatives to home cooking
- Digital living
- MoMo integrates its payment solutions into Grab’s super-app
- Vietnamese exceed global average in many forms of tech use
- Consumers pay greater attention to data privacy
- Millennials most actively manage their data online
- Vietnamese have greater trust in personal recommendations than in brand messages
- Consumers expect more face-to-face interactions in future
- Diversity and inclusion
- New initiative from CARE/Mastercard offers support for Vietnam’s female entrepreneurs
- Vietnamese are more willing to donate to non-profits as part of their social good activities
- Vietnamese people have a strong community spirit
- Most consumers feel that their identity is accepted
- Brand trust is crucial for shoppers
- Experience more
- Škoda unveils new auto experience centre in Hanoi
- Vietnamese are especially fond of day trips
- Consumers aim to feel safe and relaxed when on holiday
- Millennials are the most enthusiastic about tailored experiences
- Personalisation
- Masan expands loyalty programme to provide more targeted offerings
- Social media-loving Vietnamese are conscious of their online image
- Eagerness for self-expression drives personalisation trend
- Premiumisation
- Vissan’s “Clean Meat Festival” aims to gain consumers’ trust in branded fresh meat
- Consumers seek uniqueness and convenience
- Shoppers become more discerning as incomes rise
- Vietnamese favour foods with health-focused attributes
- Pursuit of value
- Budget ride hailing platform Cudidi benefits both passengers and drivers
- Vietnamese shoppers are thrifty, though not bargain-orientated
- Consumer confidence is hit by rising living costs
- Repurposing movement grows among conscious consumers
- Young people are the most conscious of the need to save money
- Shopper reinvented
- Livestreaming platform GoStream receives funding for further expansion
- Celebrities are highly influential in Vietnam
- Most types of product are still purchased in store, despite e-commerce shift
- Vietnamese shoppers enjoy engaging with brands
- Gen Z embrace social media as a shopping channel
- Sustainable living
- VM Style promotes sustainability through clothes recycling initiative
- Vietnamese consumers have a strong sense of responsibility
- Consumers pay more attention to the environmental impact of their purchases
- Lowering plastics use is the top environmental priority
- Companies’ ethical practices come under the spotlight
- Consumers support packaging that is recyclable or compostable
- Wellness
- Morinaga’s MNFV launches functional products tailored to Vietnamese market
- Mindfulness activities are considered important for mental wellbeing
- Vietnamese take a keen interest in physical fitness
- Consumers remain alert to issues of personal safety
- Leverage the power of megatrends to shape your strategy today
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