Consumer Values and Behaviour in Vietnam

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

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This report comes in PPT.

Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Vietnam report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Vietnam report answers:

  • How is the consumer mindset in Vietnam changing? In Vietnam, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Vietnam purchase decisions?
  • Where and how do consumers shop in Vietnam?
  • What health-related activities do consumers in Vietnam participate in?
  • What megatrends should I focus on in Vietnam (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in Vietnam
Vietnamese like to ensure health and safety measures are in place before they go out
Gen X believe society embraces and validates their sense of self
Consumers in Vietnam conduct thorough research on the goods and services they use
Younger generations enjoy interacting with brands in an active manner
Consumers in Vietnam anticipate that their level of happiness will increase in the future
Millennials say it is likely that they will experience an increase in financial well-being
While at home, consumers in Vietnam exercise
Safe location - the most desired home feature
Consumers prefer to cook or bake dishes for themselves
Vietnamese say that another member of the family usually prepares meals for them
Millennials say that their schedule does not allow for grocery shopping
Vietnamese look for healthy ingredients in food and beverages
Baby Boomers expect to work for themselves
Consumers in Vietnam primarily desire to receive a generous income
Consumers say they have a strict boundary between work and personal life
Consumers prefer interacting with their friends virtually
Gen Z participate in face-to-face courses
Consumers in Vietnam primarily seek secure location when travelling
Millennials expect hotels and resorts that are all-inclusive
Consumers in Vietnam participate in running
Younger generations enjoy weekly group fitness sessions
Consumers are interested in massages to improve wellbeing
Vietnamese are worried about climate change
Consumers are actively pursuing environmentally-conscious lifestyles
Consumers in Vietnam motivated to use sustainable packaging
Vietnamese donate to non-profits and charities supporting causes aligned with their values
Vietnamese likes to buy less items, yet of elevated quality
Gen Z enjoy visiting shopping centers
Consumers endeavor to embrace a minimalist lifestyle
Baby Boomers open to purchasing private label and low-cost goods
Consumers subscribe to online streaming services
Consumers in Vietnam would like to increase spending on health and wellness
Younger generations foresee increase in spending on groceries the most
Consumers have enough money readily available to cover unexpected emergencies
Older generations are concerned about current financial situation
Millennials expect to increase overall spending the most
Vietnamese actively manage data sharing and privacy settings
Millennials say it is necessary to exchange information on the web to get offers
Vietnamese check or refresh profiles on a social media platform
Millennials regularly use communication or messaging apps
Younger generations frequently leave reviews
Consumers in Vietnam engage with businesses' social media content
Younger generations help promote a companies' social media
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