Wine in Vietnam witnessed a moderate increase in sales during 2024, reflecting its solid performance despite the economic challenges in the country and pressures on local producers. The upward trend in sales can be attributed to the growing influence of Western cultures in Vietnam. Indeed, a growing number of consumers from middle and high-income classes are developing a habit of drinking and enjoying wine, especially with their meals.

Alcoholic drinks in Vietnam witnessed marginal decline in volume sales over 2024, although this was a marked improvement on the previous year. Consumption was impacted by the stricter enforcement by the Vietnamese government of Decree 100, which imposes heavy sanctions for those driving under the influence of alcohol. Alcoholic drinks consumption in on-trade establishments has been curtailed by this legislation, with volume sales still well below pre-pandemic levels. Beer in particular, suffered

Spirits in Vietnam saw a moderate decline in volume sales over 2024, due to the weak performance of local white spirits as many consumers faced high costs of living. Local white spirits is the largest category and are mainly purchased by low-income consumers who were hit hard by the economic downturn in Vietnam. The country’s zero tolerance legislation on drink driving also continued to negatively impact on-trade volume sales due to greater enforcement from the police. As the largest spirits cat

Cider/perry sales in Vietnam witnessed a significant slowdown in sales over 2024 in line with its maturity, although cider/perry has become more popular in recent years. On-trade sales of cider declined amid stricter enforcement of the Decree 100 drink-driving law, which led to a drop in on-trade cider consumption. Overall, cider/perry products have a light, refreshing taste with fruit flavours that appeal to young adults. Key players such as Heineken Vietnam Brewery Co Ltd continuously run mark

Beer in Vietnam witnessed a decline in volume sales over 2024. Beer producers continued to encounter various challenges and difficulties, which limited the growth of the beer category. From a consumption perspective, the economic downturn in Vietnam has made consumers tighten their budgets and avoid buying unnecessary products like beer. Legislation relating to drink driving (Decree 100 drink-driving law) continued to heavily impact beer consumption, although its impact was less severe than in t

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

At the end of the review period, cigarettes in Vietnam continued to benefit from local consumers’ re-embracing of their out-of-home lifestyles and social activities following the end of the Coronavirus (COVID-19) crisis. The normalisation of society saw retail volume sales of cigarettes rise gain, following a small drop in 2020. Cigarettes remained easily accessible for consumers of legal smoking age. Small local grocers remained the key distribution channel for cigarettes. These traditional gro

In 2024, tobacco in Vietnam performed strongly overall. Cigarettes remained the dominant category in tobacco at the end of the review period, supported by stable prices, improved distribution and rising consumer incomes. Key players in tobacco tried to keep their prices as stable as possible so as not to deter consumers, who faced strong pressure on household budgets. In 2024, smokeless tobacco remained a negligible presence in Vietnam. Meanwhile the government's ban on e-vapour products and hea

In 2024, cigars, cigarillos and smoking tobacco in Vietnam recorded faster retail volume growth, compared with 2023. This was largely due to the faster increase in retail volume sales in the dominant category, smoking tobacco (pipe tobacco) and robust strong growth in the demand for cigars. However, fine cut tobacco and cigarillos remained negligible at the end of the review period. Cigars have gained interest in Vietnam for several reasons. Firstly, income levels are rising, allowing more smoke

Meanwhile, smokeless tobacco remained a negligible category in retail sales terms. This situation is not expected to change over the forecast period. Vietnamese consumers have little knowledge of such products. Chewing tobacco with betel is the only product with a presence in the country, but it only has limited availability via tobacco specialists in large cities such as Ho Chi Minh City and Hanoi.

Cat food is set to see dynamic current value growth in Vietnam in 2025. The cat population has been growing strongly in the country, and faster than the dog population. Indeed, cats are increasingly becoming the preferred pet amongst locals, especially in urban areas, where space and time constraints make it easier to own a cat. Cats are also relatively independent and do not require as much active management as dogs do. Furthermore, coffee shops that are specifically targeted at pet lovers tend

Pet care is set to see significant current value growth in Vietnam in 2025. The country’s economy performed well in 2024. Despite being hit by a natural disaster (Typhoon Yagi) the country recorded robust GDP growth. Inflation was also under control. However, consumer sentiment remains dampened. Challenged by unemployment, income concerns and global economic developments, consumers have become more price sensitive and are spending more cautiously. Nonetheless, pet care performed well in 2024 and

Other pet food is expected to see modest current value growth in Vietnam in 2025. Fish are the most popular animals amongst other pets, followed by birds. The growth of the fish population has remained stable over the review period, while the expansion of the bird population has been slower. The growth of the bird population has been challenged by availability, as birds are procured from forested areas and these are controlled by government agencies. The size of the populations of other small pe

Pet products is set to see current value growth in Vietnam in 2025. The category remains fragmented as many small players are able to enter the market and distribute in stores. In addition, pet owners’ loyalty to brands is low in this category. Within pet products, pet healthcare is experiencing a slower pace of growth in 2025, though it is still putting in a positive performance. While pet toys and the like are not deemed to be essential purchases, pet healthcare is perceived as a more importan

Dog food is set to see sales rise in both volume and value terms in Vietnam in 2025. Even though pricing growth is expected to slow in 2025, driven by weakened purchasing power and rising competition, overall growth remains robust across both value and volume sales. The dog population is expected to grow at a constant pace, with small dogs growing relatively quickly, while the populations of medium and large dogs are set to see more sluggish growth, but to continue to expand, nonetheless. Dogs h

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

Sales of deodorants saw moderate growth in current value terms in 2024 driven by rising consumer awareness of personal hygiene and the increasing need to prevent body odour in daily activities. The year-round hot weather in Vietnam contributes to the demand for deodorants, as excessive sweating particularly among young teenagers leads to earlier adoption of deodorants. The influence of social norms and peer pressure, alongside the growing popularity of active lifestyles has encouraged more frequ

Sales of depilatories saw strong growth in current value terms in 2024, highlighting the category’s potential for further expansion. Growth is being driven by increasing penetration among young consumers in suburban and urban areas, where rising incomes and improving living standards are encouraging greater investment in personal care. The influence of Western beauty trends, particularly the preference for smooth, hair-free skin, continues to shape consumer habits, making underarm and bikini hai

Sales of oral care saw steady growth in current value terms in 2024, driven by increasing consumer awareness of the importance of oral hygiene and rising disposable incomes. The category maintained steady growth, with whitening toothpaste in particular experiencing significantly higher demand as consumers prioritised brighter smiles and improved dental aesthetics.

Sun care saw strong growth in current value terms in 2024, supported by increasing consumer awareness of the importance of sun protection, which has largely been influenced by educational content on platforms like TikTok. Additionally, consumers are allocating more of their beauty budgets to sun protection, making it an essential part of their daily routine for both facial and body care.

Sales of bath and shower saw steady growth in current value terms in 2024, largely in line with the growth seen in the previous two years. This growth was driven by rising hygiene standards and increasing income levels. Even in rural areas, consumers are shifting towards using separate shampoos and body wash/shower gel instead of relying solely on shampoos for their hair and body washing, as was common in the past.

Hair care saw steady growth in current value terms in 2024, driven by its essential role in daily grooming and the rising demand for more specialised products. Consumers, especially women, are increasingly prioritising hair health, leading to greater interest in treatments, nourishing formulas, and scalp care solutions. The trend toward premiumisation is also evident, with more consumers opting for sulphate-free, organic, and ingredient-focused products.

Fragrances saw dynamic double-digit growth in Vietnam in current value terms in 2024. This growth was driven by rising disposable incomes and an increasing emphasis on creating a professional appearance and personal grooming. Fragrances have become a more integral part of the daily routines of locals, particularly among young professionals and urban consumers seeking to enhance their image. The rapid expansion of e-commerce has also played a crucial role in driving growth, with a wider range of

Sales of men’s grooming saw steady growth in current value terms in 2024, driven by a stronger social media presence and a growing focus on self-care. Vietnamese men are increasingly prioritising their appearance and are paying more attention to selecting the right products for their personal grooming routines. This shift is being fuelled by the rising influence of social media, beauty influencers, and targeted marketing campaigns that promote skin care, hair care, and fragrances as essential as