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Consumer Lifestyles in Vietnam

October 2022

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits, quantifying behaviours, preferences and motivations and aligning them with broader trends in Vietnam.

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This report comes in PPT.


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?
Consumer landscape Vietnam 2022
Life priorities
Spending time with parents rated far higher than global average
Time for work is ranked well ahead of time for personal activities
Tailored and curated experiences are highly sought-after by consumers
Gen Z less concerned about how others perceive their accomplishments
Consumers extensively research items and only buy from trusted brands
Millennials more focused on the qualities of brands and services they use
Home life
High levels of regular home exercising in Vietnamese households
All generations are regularly connected virtually with friends and family
Desire for smart home functionality above the global average
Eating habits
Far higher rates of reheating and ordering ready-made food compared to global
Natural foods with health and nutritional benefits most sought-after
High levels of occasional meat/fish eating, particularly among Gen Z
Evening/post-dinner snacks more popular at the weekends
Over half of younger generations still like to follow regular mealtimes
Working life
A high salary comes out top over a job that offers a good work-life balance
A job that offers a strong work-life balance appeals more to younger cohorts
Younger generations more focused on earning a high salary over other factors
Future expectations to be self-employed far exceed global average
Gen Z have greatest expectation of being self-employed in future
Leisure habits
Millennials socialise online and in-person at similar rates
Vietnamese consumers enjoy shopping for leisure when not going on day trips
Millennials are the most active leisure shoppers
Domestic trips are very popular across all generations
Immersion in local culture more desirable to Vietnamese travellers than global average
Younger generations want to find time to relax when they go on trips
Health and wellness
Women use health supplements/vitamins more frequently than men do
High rates of regular running/jogging for exercise and fitness
Gen Z are not practising yoga at the same levels as Millennials
Massage and yoga used to reduce stress more popular than the global average
Millennials are active in the pursuit of relaxation and stress-reduction
Sustainable living
Consumers have most trust in labels that say they support the environment
Younger generations more focused on having a more positive impact on the planet
Younger generations also want to continue to reduce their use of plastics
Gen Z more appreciative of the value in repairing items rather than buying new
Consumers more actively donate to causes that align with their values than global average
Younger generations more actively share their opinions on social/political issues online
Shopping habits
Expectations of personalised/tailored shopping experiences far exceed global average
Millennials lead the pursuit of personalised shopping experiences
Influence of celebrity endorsement much higher than global average
Younger generations still rely on friends and family recommendations
Subscription service use driven by the convenience it offers
Gen Z highly motivated by the convenience of subscription services
In-store shoppers feel they have better options to return unwanted or faulty items
Gen Z prefer to shop in-store to avoid paying for shipping
Online shoppers most motivated by buying at a time that suits them and variety available
Gen Z will shop online if the shipping is free
Spending habits
Consumers show little desire to cut back spending on their health and wellness
Gen Z focus their intentions on saving money
Consumers are mindful of managing their data sharing and privacy
Gen X show higher preference to communicate online than other cohorts
Vietnamese consumers have higher rates of smart appliance ownership than global average
Smartwatch ownership much higher than global average
Consumers are more active online than their global counterparts
Over 60% of Millennials engage in online video gaming every week

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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