Vietnam’s population is growing, reaching 101.6 million in 2025, despite falling birth rates. The population is rapidly ageing, with the cohort aged 65+ set to grow 77% to 17.1 million by 2040. Real disposable income per capita is set to more than double from USD2,909 to USD5,998 by 2040, shifting focus to quality, convenience and experience-led purchases. The opportunities no longer lie in building scale but in premiumisation and serving older, smaller, urban and digital households.
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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
Key findings
Key drivers affecting consumers in Vietnam in 2025
How developments today shape consumer of tomorrow
Today 2025: Population ageing rapidly as birth rate falls
A rapidly ageing population set to reshape priorities by 2040
High blood pressure and raised cholesterol the primary health risks
Tomorrow 2040: Millennials to remain central to growth as population ages
Millennials will remain central to economic growth
Metros set to see benefit from expansion in working age population
Opportunities for growth
Case study: Vietnam growing old before it becomes rich
Today 2025: Home ownership remains high with the focus on family-centred living
Households remain family focused but single occupancy homes on the rise in urban areas
Home ownership remains high with consumers valuing comfort and privacy
Tomorrow 2040: Expanding urban workforce to fuel rise in single-person households
Traditional gender roles dictate household structures
Vietnam’s youthful population eager to embrace digital technology
Opportunities for growth
Case Study: MoMo building a cashless super-app economy
Today 2025: Incomes rise as Vietnam’s middle class expands
Rising living costs put pressure on households to economise
Millennials show a preference for spending on experiences and education
Tomorrow 2040: Metros will be key to economic growth
Those in the 40-44 age bracket set to drive spending
Consumer expenditure set to rise on the back of an expanding middle class
Opportunities for growth
Case study: A consuming class boom reshapes the market
Key findings consumer survey
Baby Boomers the big spenders in 2025
Consumers adopt frugal shopping habits in response to rising living costs
Vietnamese go green as climate concerns intensify
Confident consumers investing in tomorrow as savings grow
AI reshaping the jobs market
Opportunities for growth
Case study: TikTok Shop and Shopee drive a surge in live commerce
Key takeaways
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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