Consumer values and behaviours in Vietnam

• Scope

Highlights

• Consumer values and behaviour in Vietnam

Personal traits and values

• Vietnamese like to ensure health and safety measures are in place before they go out
• Gen X believe society embraces and validates their sense of self
• Consumers in Vietnam conduct thorough research on the goods and services they use
• Younger generations enjoy interacting with brands in an active manner
• Consumers in Vietnam anticipate that their level of happiness will increase in the future
• Millennials say it is likely that they will experience an increase in financial well-being

Home life

• While at home, consumers in Vietnam exercise
• Safe location - the most desired home feature

Cooking and eating habits

• Consumers prefer to cook or bake dishes for themselves
• Vietnamese say that another member of the family usually prepares meals for them
• Millennials say that their schedule does not allow for grocery shopping
• Vietnamese look for healthy ingredients in food and beverages

Working life

• Baby Boomers expect to work for themselves
• Consumers in Vietnam primarily desire to receive a generous income
• Consumers say they have a strict boundary between work and personal life

Leisure

• Consumers prefer interacting with their friends virtually
• Gen Z participate in face-to-face courses
• Consumers in Vietnam primarily seek secure location when travelling
• Millennials expect hotels and resorts that are all-inclusive

Health and wellness

• Consumers in Vietnam participate in running
• Younger generations enjoy weekly group fitness sessions
• Consumers are interested in massages to improve wellbeing

Sustainable living

• Vietnamese are worried about climate change
• Consumers are actively pursuing environmentally-conscious lifestyles
• Consumers in Vietnam motivated to use sustainable packaging
• Vietnamese donate to non-profits and charities supporting causes aligned with their values

Shopping

• Vietnamese likes to buy less items, yet of elevated quality
• Gen Z enjoy visiting shopping centers
• Consumers endeavor to embrace a minimalist lifestyle
• Baby Boomers open to purchasing private label and low-cost goods
• Consumers subscribe to online streaming services

Spending

• Consumers in Vietnam would like to increase spending on health and wellness
• Younger generations foresee increase in spending on groceries the most
• Consumers have enough money readily available to cover unexpected emergencies
• Older generations are concerned about current financial situation
• Millennials expect to increase overall spending the most

Technology

• Vietnamese actively manage data sharing and privacy settings
• Millennials say it is necessary to exchange information on the web to get offers
• Vietnamese check or refresh profiles on a social media platform
• Millennials regularly use communication or messaging apps
• Younger generations frequently leave reviews
• Consumers in Vietnam engage with businesses' social media content
• Younger generations help promote a companies' social media

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