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Megatrends in Vietnam

October 2021

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 eight focus megatrends, and insights as to how each trend has manifested in Vietnam.

USD 1,325
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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?
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Zalo launches Vietnam’s first AI-based virtual assistant
Consumers are relying on apps for a plethora of activities
Millennials are the most prolific gamers
Almost three quarters of consumers actively manage data settings
Millennials are the most willing to share data in exchange for offers
Friends and family remain the most trusted sources of information
Return to face-to-face activities expected post-pandemic
Experience more
Karaoke streaming service Popsical poised for Vietnam launch
Real world experiences are still the most appreciated
Gen X are most likely to seek tailored experiences
Online socialising has become the norm amid the pandemic
Travellers look for safety and relaxation
Gen X are the most eager to resume face-to-face activities
Middle class reset
Pre-owned luxury goods retailer Marque Luxury opens Vietnam store
Half of consumers would rather buy fewer but higher quality items
Baby Boomers are the biggest bargain hunters
The concept of repurposing is gaining traction
Millennials are the most likely to be planning more visits to discounters
BiaCraft Artisan Ales opens new craft beer destination
Most Vietnamese yearn for a simpler life
Gen X are the most willing to spend money to save time
Consumers are generally confident in the value of their investments
Quality trumps value for money in home care and clothing
Shifting market frontiers
Amazon facilitates cross-border selling for Vietnamese businesses
Consumers are curious about international products and cultures
A quarter of Gen Z plan to work abroad
Gen X are the most focused on buying local products
Shopping reinvented
Local on-demand delivery app Loship set for expansion
Smartphones are now the shopping channel of choice for most items
Shoppers enjoy engaging with companies via social media
Millennials are the most likely to interact with brands
Sustainable living
Saitex pioneers water-saving technology for its new denim mill
Climate change is a top concern for Vietnamese consumers
Reducing plastics use and food waste are overriding issues
Consumers are increasing support for responsible brands
Compostable packaging is considered the most sustainable
NutiFood brings Swedish nutrition standards to Vietnam
Vietnamese are among the world’s most physically active consumers
Millennials pay the closest attention to nutrition labels
Massage and yoga are the top wellbeing activities
Consumers are embracing health tech
Health and safety is paramount amid pandemic measures
Leverage the power of Megatrends to shape your strategy today
Leverage the power of Megatrends to shape your strategy today

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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