Introduction: megatrends framework

• Businesses harness megatrends to renovate, innovate and disrupt
• The drivers shaping consumer behaviour
• Megatrends framework

Cross-trend comparison: Vietnam

• Time-pressed consumers will prioritise convenience

Convenience

• Nestlé’s ready-to-serve liquid coffee combines convenience and tradition
• Vietnam’s busy consumers are ready to invest money to save time
• Tech-savvy consumers value smart home functionality
• Shoppers like the better guarantees offered by physical stores
• Online shoppers value the ability to research items more thoroughly
• Vietnamese seek time-saving alternatives to home cooking

Digital living

• MoMo integrates its payment solutions into Grab’s super-app
• Vietnamese exceed global average in many forms of tech use
• Consumers pay greater attention to data privacy
• Millennials most actively manage their data online
• Vietnamese have greater trust in personal recommendations than in brand messages
• Consumers expect more face-to-face interactions in future

Diversity and inclusion

• New initiative from CARE/Mastercard offers support for Vietnam’s female entrepreneurs
• Vietnamese are more willing to donate to non-profits as part of their social good activities
• Vietnamese people have a strong community spirit
• Most consumers feel that their identity is accepted
• Brand trust is crucial for shoppers

Experience more

• Škoda unveils new auto experience centre in Hanoi
• Vietnamese are especially fond of day trips
• Consumers aim to feel safe and relaxed when on holiday
• Millennials are the most enthusiastic about tailored experiences

Personalisation

• Masan expands loyalty programme to provide more targeted offerings
• Social media-loving Vietnamese are conscious of their online image
• Eagerness for self-expression drives personalisation trend

Premiumisation

• Vissan’s “Clean Meat Festival” aims to gain consumers’ trust in branded fresh meat
• Consumers seek uniqueness and convenience
• Shoppers become more discerning as incomes rise
• Vietnamese favour foods with health-focused attributes

Pursuit of value

• Budget ride hailing platform Cudidi benefits both passengers and drivers
• Vietnamese shoppers are thrifty, though not bargain-orientated
• Consumer confidence is hit by rising living costs
• Repurposing movement grows among conscious consumers
• Young people are the most conscious of the need to save money

Shopper reinvented

• Livestreaming platform GoStream receives funding for further expansion
• Celebrities are highly influential in Vietnam
• Most types of product are still purchased in store, despite e-commerce shift
• Vietnamese shoppers enjoy engaging with brands
• Gen Z embrace social media as a shopping channel

Sustainable living

• VM Style promotes sustainability through clothes recycling initiative
• Vietnamese consumers have a strong sense of responsibility
• Consumers pay more attention to the environmental impact of their purchases
• Lowering plastics use is the top environmental priority
• Companies’ ethical practices come under the spotlight
• Consumers support packaging that is recyclable or compostable

Wellness

• Morinaga’s MNFV launches functional products tailored to Vietnamese market
• Mindfulness activities are considered important for mental wellbeing
• Vietnamese take a keen interest in physical fitness
• Consumers remain alert to issues of personal safety
• Leverage the power of megatrends to shape your strategy today

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