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Market Research for Vietnam

Euromonitor publishes reports on industries, consumers and demographics in Vietnam.

  • Industry specific reports offer insight into market size and market share in Vietnam; as well as industry trends in each specific industry.
  • The Consumer Lifestyles in Vietnam report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, to home ownership trends.
  • Vietnam in 2030: The Future Demographic contains information on long term population changes, population by gender, consumer segment: babies, infants, toddlers, children, tweenagers, teenagers, studying age, young-adults, middle-aged adults, and the elderly.

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Global Briefing

Natural Colours: Essentials Not Just Options

Use of colour is vital in giving fmcgs the visual appeal to attract consumers. Natural colours, specifically, are mainly used in food and beverages, and pet food, with the popularity of these ingredients rising due to concerns surrounding ...

Jun 2015 | US$1,325 | Pages: 39 | Add to cart | View details

Country Report

Health and Wellness in Vietnam

Health and wellness continued to register a strong performance in 2014 thanks to growing consumer demand. As living standards and education levels have risen in Vietnam, consumers have become more aware of health and wellness and opt for food and ...

Jun 2015 | US$2,100 | Pages: 76 | Add to cart | View details

Country Report

Apparel and Footwear Specialist Retailers in Vietnam

Chinese apparel and footwear products made from toxic fibres emerged as a controversial issue across Vietnamese media in 2014. In response, the competitive landscape in the low- to middle-income segment saw a shift towards local products. Seeking to ...

Jun 2015 | US$990 | Pages: 40 | Add to cart | View details

Country Report

Direct Selling in Vietnam

Thanks to the prestigious operations of leading direct selling companies such as Amway Vietnam Ltd and Aloe Trading Co Ltd, consumers’ impression of multi-level marketing in Vietnam has improved, which partially contributed to the channel’s growth in...

Jun 2015 | US$990 | Pages: 37 | Add to cart | View details

Country Report

Electronics and Appliance Specialist Retailers in Vietnam

The number of electronics and appliance specialist retailers outlets experienced a 4% decline in 2014, following closures of around 250 stores. The emergence of the internet retailing channel has gradually imposed the “showroom” phenomenon on ...

Jun 2015 | US$990 | Pages: 34 | Add to cart | View details

Country Report

Grocery Retailers in Vietnam

In 2014, grocery retailers reached value sales of VND1,258 trillion after 15% value growth. In comparison with the 19% value growth of the previous year, the category is seeing a decreasing trend; however, it nevertheless recorded a strong ...

Jun 2015 | US$990 | Pages: 48 | Add to cart | View details

Country Report

Health and Beauty Specialist Retailers in Vietnam

Traditionally, Vietnamese consumers mainly purchased beauty and personal care from independent small grocers. However, these retailers could not satisfy the rising consumer demand for beauty and personal care over the review period, due to their ...

Jun 2015 | US$990 | Pages: 40 | Add to cart | View details

Country Report

Home and Garden Specialist Retailers in Vietnam

While many local furniture retailers such as Mifaco develop good reputations on the global market with high-quality exported products, the presence of local brands remained negligible in Vietnam. Most domestic manufacturers opt to export, leaving the...

Jun 2015 | US$990 | Pages: 38 | Add to cart | View details

Country Report

Homeshopping in Vietnam

In comparison with homeshopping, consumers using internet retailing are able to benefit from greater freedom and convenience. Shoppers using online stores can easily retrieve information that they have viewed about specific products, while ...

Jun 2015 | US$990 | Pages: 32 | Add to cart | View details

Country Report

Internet Retailing in Vietnam

After peaking in 2011, with current value growth of 182%, internet retailing recorded a year-on-year slowdown in growth over the review period to 43% in 2014. Nevertheless, this still represents strong double-digit growth in comparison with other ...

Jun 2015 | US$990 | Pages: 35 | Add to cart | View details

Country Report

Leisure and Personal Goods Specialist Retailers in Vietnam

The political crisis taking place in Russia in 2014 contributed to the fall in the global price of gold. As the US and Europe tightened the embargo to place pressure on Russia, the country was forced to sell a large amount of gold at low prices. As a...

Jun 2015 | US$990 | Pages: 44 | Add to cart | View details

Country Report

Mixed Retailers in Vietnam

The mixed retailers channel witnessed the entry of new international players, namely Robins Department Store and Aeon Mall in 2014. Japanese brand Aeon Mall quickly attracted consumer attention, witnessing a significant number of visitors every day. ...

Jun 2015 | US$990 | Pages: 39 | Add to cart | View details

Country Report

Retailing in Vietnam

In 2014, Vietnam retailing continued to record double-digit value growth, in part thanks to the increasing average income in the country, as well as more stable economic condition. Especially in big cities such as Ho Chi Minh City, higher average ...

Jun 2015 | US$2,100 | Pages: 126 | Add to cart | View details

Country Report

Vending in Vietnam

The majority of Vietnamese consumers do not like using coins, which largely contributes to the lack of interest in vending in Vietnam. Many people find coins to be troublesome, as they can easily slip of their wallets, while most vending machines ...

Jun 2015 | US$990 | Add to cart | View details

Country Report

Asian Speciality Drinks in Vietnam

In 2014, off-trade volume and value sales of Asian speciality drinks increased by 11% and 14% respectively. These high growth rates were driven by the strong performance of bird’s nest, the most popular type of drink in the category. Bird’s nest, ...

Jun 2015 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Bottled Water in Vietnam

In 2014, bottled water registered off-trade volume and value growth of 17% and 21% respectively. These high growth rates are supported by consumers’ growing preference towards purchasing water in big bottles of 19 litres. In Vietnam, tap water needs ...

Jun 2015 | US$990 | Pages: 31 | Add to cart | View details

Country Report

Carbonates in Vietnam

One of the main factors that contributed to healthy growth of carbonates in 2014 was the significant marketing efforts taken by leading companies in the category. In order to constantly remind customers of their brands, these companies are not ...

Jun 2015 | US$990 | Pages: 32 | Add to cart | View details

Country Report

Concentrates in Vietnam

In 2014, off-trade value sales of concentrates increased by 13%, reaching VND185 billion, which is small compared to other categories. The main reason is that concentrates is considered by many as having inferior quality compared to such products as ...

Jun 2015 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Juice in Vietnam

In 2014, juice registered off-trade volume and value growth of 12% and 20% respectively. Although these rates were lower than those recorded in 2013, they were still high, indicating strong and stable demand for juice. Improving living standards and ...

Jun 2015 | US$990 | Pages: 29 | Add to cart | View details

Country Report

Soft Drinks in Vietnam

Soft drinks continued to maintain its strong growth momentum in 2014. In response to rising demand, manufacturers made attempts not only to expand production capacity but also to launch new products and flavours that better fit the diverse needs of ...

Jun 2015 | US$2,100 | Pages: 87 | Add to cart | View details

Country Report

RTD Coffee in Vietnam

In 2014, off-trade volume and value sales of RTD coffee rose by 11% and 12% respectively, which were lower than the rates recorded in 2013. The slower rates indicate the fact that many consumers first tried RTD coffee due to curiosity generated by ...

Jun 2015 | US$990 | Pages: 24 | Add to cart | View details

Country Report

RTD Tea in Vietnam

In 2014, RTD tea continued to register high off-trade volume and value growth rates of 17% and 21% respectively. The strong growth was mainly driven by significant efforts taken by manufacturers to boost sales by introducing new products and ...

Jun 2015 | US$990 | Pages: 30 | Add to cart | View details

Country Report

Energy Drinks in Vietnam

In 2014, energy drinks registered off-trade volume growth of 16%, which was lower than that recorded in 2013. The slower growth is attributable to two main factors. The first one is that mass media, especially newspapers, have warned against the ...

Jun 2015 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Sports Drinks in Vietnam

Sports drinks registered off-trade volume and value growth of 42% and 46% respectively in 2014. These spectacular growth rates are driven by great demand for better hydration and fast recovery by Vietnamese consumers. Since Vietnam is a tropical ...

Jun 2015 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Apparel Accessories in Vietnam

Under the influence of Western and K-pop cultures, consumers in Vietnam started to embrace apparel accessories as important items in obtaining a stylish look. Many of them realised that wearing fashionable clothing was not enough. They needed ...

May 2015 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Childrenswear in Vietnam

Childrenswear was flooded with imported unbranded items from countries such as China, Thailand and Cambodia as at the end of the review period. This type of clothing usually has a wide variety of attractive designs and cheap prices, which makes it ...

May 2015 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Footwear in Vietnam

Economic conditions in Vietnam gradually improved in 2014. As a result, local consumers were willing to increase their discretionary spending, including on footwear. Increased consumer confidence and higher incomes also allowed them to purchase ...

May 2015 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Hosiery in Vietnam

The demand for non-sheer hosiery products showed no sign of abating in 2014. It was manifested by the entrance of a large number of unbranded non-sheer hosiery manufacturers, both domestic and overseas. While non-sheer hosiery was a necessity for ...

May 2015 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Jeans in Vietnam

In Vietnam, jeans topped the clothing choices of not only middle-aged consumers who preferred comfortable clothing, but also young teenagers who were attracted to the latest trends within the category. In 2014, manufacturers tried to appeal to young ...

May 2015 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Menswear in Vietnam

Compared to womenswear, the menswear industry was still underdeveloped as at the end of the review period. The per capita purchase rate of men’s outerwear was only 0.99 units, while the respective figure for women was about 1.37 units in 2014. This ...

May 2015 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Apparel and Footwear in Vietnam

The Vietnamese economy in 2014 showed signs of recovery after a period of downturn. Stable inflation boosted consumer confidence, which translated into higher discretionary spending. The Vietnamese increased their frequency of purchases of clothing ...

May 2015 | US$2,100 | Pages: 78 | Add to cart | View details

Country Report

Sportswear in Vietnam

Demand for sportswear continued to increase in 2014 as more people embraced active lifestyles. Rising living standards allowed parents to send their children to swimming classes and other sports training programs. Teenagers, under the influence of US...

May 2015 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Womenswear in Vietnam

The demand for fashion clothes picked up in 2014 as economic conditions improved. The majority of the demand came from female office workers in the major cities who wanted a wide variety of clothes. At the same time, penetration into other urban ...

May 2015 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Adult Mouth Care in Vietnam

Due to the more stressful and busier lifestyles as well as more pollution in the country, the number of people with mouth-related problems such as mouth ulcers, canker sores and inflammations increased, especially in big cities. Furthermore, efforts ...

May 2015 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Analgesics in Vietnam

In 2014, analgesics (especially acetaminophen) continued to be very familiar to Vietnamese consumers. Many consumers still kept the habit of self- medication, which made them tend to use acetaminophen when having common sicknesses such as flu or ...

May 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Calming and Sleeping in Vietnam

Over the review period, calming and sleeping became more popular in the country. Greater integration into the world helped boost urbanisation and resulted in busier and more stressful lifestyles, especially for people in big cities. Thus, more ...

May 2015 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Cough, Cold and Allergy (Hay Fever) Remedies in Vietnam

In 2014, cough, cold and allergy (hay fever) remedies saw current value growth of 10%, which was much slower than in 2013. The continuously poor economy and rising number of consumers who preferred to see doctors rather than self-medicate, especially...

May 2015 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Dermatologicals in Vietnam

During the review period, dermatologicals products became more popular due to the more polluted environment and the increasing consumer awareness of beauty and appearance, especially in first-tier cities of the country such as Ho Chi Minh City and ...

May 2015 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Digestive Remedies in Vietnam

Over the review period, more Vietnamese consumers became familiar with digestive remedies products. Brands such Phosphalugel and Smecta were more available in family medicine cabinets and travel bags, especially for those living in big cities such as...

May 2015 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Eye Care in Vietnam

At the end of 2014, eye care in Vietnam registered high current value growth of 25% which was nevertheless lower than in 2013. The continuing economic downturn and the fact that growth started to slow down after rapid development in 2013 were the ...

May 2015 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Herbal/Traditional Products in Vietnam

In 2014, herbal/traditional products became more common, mainly due to increasing consumer demand. For many people, herbal/traditional products were perceived as having fewer side effects and being safer than standard products because their ...

May 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

NRT Smoking Cessation Aids in Vietnam

In 2014, sales of NRT smoking cessation aids continued to be negligible in the country mainly due to low consumer demand. In fact, Vietnamese consumers tended to use confectionery products such as sweets and gums when quitting smoking. Many of them ...

May 2015 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Consumer Health in Vietnam

In 2014, consumer health continued its double-digit current value growth, although it was lower than in 2013. The increasingly stressful and busy modern lifestyles and the more polluted environment were the main reasons for the good growth of ...

May 2015 | US$2,650 | Pages: 89 | Add to cart | View details

Country Report

Sports Nutrition in Vietnam

Sports nutrition remained insignificant in the country at the end of 2014. Many consumers were still not aware of this product, its usage and benefits due to the lack of marketing activities. Thus, demand was very low even in big cities such as Ho ...

May 2015 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Vitamins and Dietary Supplements in Vietnam

In 2014, intensive marketing activities were launched for vitamins and dietary supplements by both local and international companies. Consumers could easily find advertisements for dietary supplements on television even on prime time and on national ...

May 2015 | US$990 | Pages: 38 | Add to cart | View details

Country Report

Weight Management in Vietnam

Over the review period, consumers became more familiar with weight management products mainly thanks to the increasing awareness of appearance and beauty, especially among the young. They cared more about personal looks and were willing to pay for ...

May 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Wound Care in Vietnam

In Vietnam, first aid education was still not paid enough attention, which made many consumers not able to perform effective first aid. As a result, sales of gauze, tape and other wound care and first aid kits remained negligible in the country.

May 2015 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Air Treatment Products in Vietnam

Towards the end of the preview period, split air conditioners became more common in the country especially in large cities such as Ho Chi Minh City and Hanoi. The higher living standards, rising disposable incomes as well as the efforts of ...

May 2015 | US$990 | Pages: 36 | Add to cart | View details

Country Report

Dishwashers in Vietnam

Towards the preview period dishwashers became more popular especially among upper-income and younger consumers living in first-tier cities such as Ho Chi Minh City and Hanoi. Busier lifestyles, higher disposable income and better living standards ...

May 2015 | US$990 | Pages: 32 | Add to cart | View details

Country Report

Food Preparation Appliances in Vietnam

Over the preview period food preparation appliances became more familiar to many Vietnamese consumers, especially those residing in large cities such as Ho Chi Minh City and Hanoi. Rising living standards and busier lifestyles were the main reasons ...

May 2015 | US$990 | Pages: 33 | Add to cart | View details
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