Consumer Types in Vietnam-1

Consumer Types in Vietnam
June 2023
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at time of publication: June 2023
CONSUMER TYPES IN VIETNAM 33
Scope
This report is part of a series of four highly-visual reports covering the 40 markets surveyed in Consumer Types can be a powerful tool to
the annual Voice of the Consumer: Lifestyles Survey. help companies better understand and appeal
to their target markets. By going beyond
typical demographic-based segmentation,
Draws together insights from across the Lifestyles Survey and
Lifestyles Country Report Series
such as age or gender, and grouping

provides takeaways on key trends. consumers based on shared traits and
Lifestyles
preferences, companies can better develop
products and marketing campaigns that
Reviews shifting consumer traits and values that influence resonate with key customers.
purchasing and consumption behaviours. (Visual only
Values and Behaviour
report)
Explores consumers beyond their demographic profile and

Consumer Types provides a different perspective on shopping habits and
path to purchase.
Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Megatrends including case studies highlighting how companies are Much of the information in this briefing is of a
responding to changing attitudes and expectations. statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
Euromonitor International cannot be held
responsible for omissions or errors.
Note: In the Lifestyles Survey, respondents provide their age within 5-year increments (15-19, 20-24, Figures in tables and analyses are calculated
25-29, etc). Given these parameters, generations cited in this report series are defined as follows: from unrounded data and may not sum. Analyses
Generation Z: aged 15 to 29; Millennials: aged 30 to 44; Generation X: aged 45 to 59; Baby Boomers: found in the briefings may not totally reflect the
aged 60+ companies’ opinions, reader discretion is advised.
Introduction to consumer types
Contents
This report is part of an ongoing series that covers the key

characteristics and lifestyle habits of consumer types, therefore
there may be some similarities from previous years.
Consumer types can be a powerful tool to help companies better

understand and appeal to their target markets. By going beyond
typical demographic-based segmentation, such as age or gender,
and grouping consumers based on shared traits and preferences,
companies can better develop products and marketing campaigns
that resonate with key customers. This report includes in-depth
profiles of the six consumer types in Vietnam.
INTRODUCTION TO CONSUMER TYPES 66
Why segment consumers by type?

Our Voice of the Consumer: Lifestyles Survey
fielded questions in January and February
2023. In the 2023 iteration, the survey
continued to focus on changing consumer
behaviours and included new questions Who are your key What is the best way to How can you tailor your
focusing on changing home and work life, consumers in a specific target specific consumer services and products to
sustainability as well as health and safety market? types? key consumers’ values?
concerns. Euromonitor International’s Voice
of the Consumer: Lifestyles Survey coverage
includes 40 developed and emerging
countries with country-level Consumer Types
grouped into eight global-level types.
Many of the 2023 key habit and lifestyle
preferences of the eight consumer types are
consistent with the 2022 report.
Which consumer needs are Where will your sales and
driving your innovation How are consumer habits marketing investments
and preferences changing?
pipeline? make the most impact?
INTRODUCTION TO CONSUMER TYPES 77
Breakdown of consumer types in Vietnam

Consumer types in Vietnam
n = 956; % of respondents
30%
25%
20%
15%
10%
5%
27% 23% 17% 13% 11% 9%
0%
Impulsive Spender Undaunted Striver Empowered Activist Cautious Planner Conservative Homebody Minimalist Seeker
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023
Numbers of respondents
256 219 159 129 105 88

Shopping habits of consumer types in Vietnam
SHOPPING HABITS OF CONSUMER TYPES IN VIETNAM 99
Who is the Impulsive Spender?
Social, friend-focused consumers who maintain hectic, exciting lives and

who willingly indulge their whims.
77% like to be 90% use 87% try to have a 38% are actively
27% of
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
political and social
Vietnamese
to-day life through their daily
actions
issues consumers
are Impulsive
Spenders
94% participate in 69% order food 81% reheat or 80% take health
physical exercise for home delivery prepare a ready supplements/vita
at least 1-2 times a at least 1-2 times a meal at least 1-2 mins at least 1-2
week week times a week times a week
10
Impulsive Spender: demographic profile
Social, friend-focused consumers who maintain hectic, exciting lives and who willingly
indulge their whims.
39% 86% USD25,820 86%

female, compared to live in large cities average income, 26% lower have higher education,
50% Vietnam’s average (>500k inhabitants) than Vietnam’s average compared to 74%
Vietnam’s average
35-39y 68% 72% 3%

average age, compared have children under have full time job, self-employed or
to 40-44 in Vietnam 18, compared to 62% compared to 64% in contract/flexible work,
in Vietnam Vietnam compared to 4% in
Vietnam
11
Impulsive Spender: values and influences

Shopping motivation and preferred attributes: % of Impulsive Spender Top environmental, political and social activities: % of Impulsive Spender
n = 256; % of respondents n = 96; % of respondents
I like to try new products and services
I find I am looking for ways to simplify my life Reduce plastics use

I extensively research the products and services I
consume
I give back to those in need
I only buy from companies and brands that I Reduce food waste
trust completely
I like to be distinct from others
I like to be actively engaged with brands

Recycle items
I want to engage with brands to influence
product innovation
I prefer branded goods to non-branded
alternatives Use sustainable
I prefer living in the real world to virtual online packaging (refillable,
experiences recyclable,
biodegradable or
I am willing to spend money to save time compostable)
0% 50% 100% 0% 20% 40% 60% 80%

12
Impulsive Spender: in-store and online shopping motivations

Top in-store shopping motivations: % of Impulsive Spender Top online shopping motivations: % of Impulsive Spender
See or try before buying

Variety of brands
Better warranty / easier to return

Ability to order at any time,
if defective
from anywhere
Convenient location / access Best price
Innovative in-store shopping Ability to access site on

experience different devices (computer,
smartphone, tablet, etc)
Product information,
Stores are more trustworthy comparison, and reviews at my
fingertips
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-
February 2023
13
Best ways to target the Impulsive Spender

Impulsive Spenders are interested in the latest trends, and try to keep up with them
through social media activities and brand engagement. However, they are much more likely
to value experiences than material possessions.
Impulsive Spenders enjoy shopping and are willing to browse in stores –both online and
offline –even when they are not planning on making any purchases. However, their
shopping experience needs to be tailored to their needs and individual traits. Though they
are cautious in sharing personal information online, these consumers are willing to make
concessions if this enables them to access and experience products and services that fit
their needs and values. Best Ways to Target
When making purchases, Impulsive Spenders are driven by low prices, value for money and
quality, often making impulse purchases if they believe that they have found a bargain. ▪ Convenient and easy-to-use shopping
Coupled with their likelihood to try new products, they are open to purchasing private label services to facilitate quick purchases
products alongside well-known brands and luxury items if they are within their budget and ▪ Tailored and personalised shopping
have features that align with their personal traits and values. experiences
▪ Clear promotion of prices and
Consumers in this category seek convenience in their lives and are often willing to pay to discounts, specifically highlighting value
achieve this. Their lifestyle is a seamless blend of online platforms and services alongside for money and bargains
real-life activities. Brands and companies offering a shopping experience that is cross- ▪ Availability of online and offline
channel and tailored to consumer needs are highly likely to resonate with these consumers. shopping platforms, creating a
seamless omnichannel shopping
experience
14
Who is the Undaunted Striver?
Trendy, optimistic consumers who want to be and have the best, even if it
means spending extra to do so.
23% of
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
Vietnamese
actions
issues consumers
are
Undaunted
Strivers
15
Undaunted Striver: demographic profile
Trendy, optimistic consumers who want to be and have the best, even if it means
spending extra to do so.
66% 81% USD46,667 82%

female, compared to live in large cities average income, 30% higher have higher education,
Vietnam’s average
40-44y 83% 75% 4%

Vietnam
16
Undaunted Striver: values and influences

Shopping motivation and preferred attributes: % of Undaunted Striver Top environmental, political and social activities: % of Undaunted Striver
I like to be distinct from others

Make my
I prefer branded goods to non-branded purchasing
alternatives decisions based on
I find I am looking for ways to simplify my brands/companies
life social and…
I give back to those in need Donate to non-

profits and
I only buy from companies and brands charities supporting
that I trust completely causes aligned with
You can tell a lot about a person from the my values
car they drive
I extensively research the products and
services I consume Share my opinion
on social/political
I like to try new products and services issues on media
I want to engage with brands to influence
product innovation
Reduce my energy
I prefer living in the real world to virtual
consumption/use
online experiences
more energy
I am willing to spend money to save time efficient products
92% 94% 96% 98% 0% 10% 20% 30% 40% 50%

17
Undaunted Striver: in-store and online shopping motivations

Top in-store shopping motivations: % of Undaunted Striver Top online shopping motivations: % of Undaunted Striver
Ability to access site on

Stores are more trustworthy
different devices (computer,
Innovative in-store shopping Ability to buy products /

experience brands not available in the
local market
Ability to use a loyalty rewards

app or program Immediate purchase
Product seems too expensive to

buy online Ease and availability of delivery
Immediate purchase To avoid interacting with other

shoppers in physical stores
0% 10% 20% 30% 40% 0% 10% 20% 30%

February 2023
18
Best ways to target the Undaunted Striver

Undaunted Strivers enjoy their lives and do not worry too much about planning for the
future. Instead, they are highly likely to prefer spending money rather than saving it and
regularly make impulsive purchases. They invest in and prioritise their status and image,
placing a great deal of importance on what others think as well as staying up-to-date with
the latest trends and styles.
Compared to the other Consumer Types, Undaunted Strivers are more carefree in their
spending habits. These consumers enjoy trying new products and experimenting with Best Ways to Target
different brands, as well as actively seeking premium and well-known items, even if they
need to pay more. ▪ Tailored and personalised shopping
The image-conscious nature and continuous interest in changing trends can facilitate experiences coupled with high brand
companies in influencing this consumer type. Though they are highly likely to be influenced engagement
across all marketing channels, they have a growing interest in digital, social media and ▪ Clear promotion of the latest trends,
celebrity endorsements. These platforms often showcase a lifestyle that Undaunted Strivers especially through social media
are looking to replicate. They are also likely to take into account personal tastes and platforms or celebrity endorsements
preferences, such as whom they follow on social media, making it more likely that ▪ Availability of online and offline
campaigns will resonate. shopping platforms, creating a
seamless omnichannel shopping
This consumer type is also highly likely to prioritise both experiences and materialistic experience
possessions –often seeking tailored cultural and consumer-centric experiences. ▪ Easy-to-understand and clear labelling
with emphasis on green, sustainability
and eco-conscious features
19
Who is the Empowered Activist?
Confident consumers who enjoy taking charge and believe their actions
impact the world around them.
17% of
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
Vietnamese
actions
issues consumers
are
Empowered
Activists
20
Empowered Activist: demographic profile
Confident consumers who enjoy taking charge and believe their actions impact the world
around them.
49% 75% USD52,075 77%

female, compared to live in large cities average income, 37% higher have higher education,
Vietnam’s average
40-44y 62% 69% 3%

Vietnam
21
Empowered Activist: values and influences

Shopping motivation and preferred attributes: % of Empowered Activist Top environmental, political and social activities: % of Empowered Activist
I want to engage with brands to influence Donate to non-profits

product innovation and charities
I find I am looking for ways to simplify my supporting causes
life aligned with my
values
I like to be actively engaged with brands

Reduce plastics use
It is important to me that other people
think I am doing well
I want products and services that are
uniquely tailored to me Buy from brands that
I extensively research the products and take support social
services I consume and political issues
I prefer branded goods to non-branded that are aligned with
alternatives my values
I only buy from companies and brands
that I trust completely Reduce my energy
I give back to those in need consumption/use
more energy efficient
I prefer living in the real world to virtual products
online experiences
65% 70% 75% 80% 85% 30% 31% 32% 33% 34% 35% 36%
22
Empowered Activist: in-store and online shopping motivations

Top in-store shopping motivations: % of Empowered Activist Top online shopping motivations: % of Empowered Activist
Convenient location / access

Best price
Ability to buy products /

brands not available in the
local market
Innovative in-store shopping Ability to order at any time,

experience from anywhere
Desired model/version of the

Stores are more trustworthy product was not available in
store
To avoid paying for shipping Free shipping
0% 10% 20% 30% 40% 0% 5% 10% 15% 20% 25%

February 2023
23
Best ways to target the Empowered Activist

The Empowered Activist values their personal wellbeing as well as global issues, often
seeking products with green and sustainability features or claims; often investing time to
research products that align with their values. Products and services should be clearly
labelled and competitively priced to grab their attention.
Though these consumers are driven by value for money and low prices, they also retain a
high brand and product loyalty. In addition, they usually stick to purchases that are tried
and tested and are often willing to pay more for products that they know will work.
Consumers with this profile are invested in experiences and are likely to spend their time
and money on activities that promote their own happiness. This might be through holidays Best Ways to Target
and cultural experiences as well as helping those in need through volunteering work,
charity support and joining protests. They are vocal in their values on global issues and ▪ Easy-to-understand and clear labelling
often expect the companies and brands they purchase from to share these values. with emphasis on green, sustainability
and eco-conscious features
Empowered Activists have always prioritised global issues like politics, human rights and ▪ Competitively-priced products
environmental concerns. However, their priorities have slightly shifted to more local issues ▪ Rewards or loyalty programmes and
and personal wellbeing since COVID-19. discounts on regularly purchased
brands and products
▪ Aligning company and brand
engagement to global issues through
clear sustainability and welfare
strategies and charitable platforms
24
Who is the Cautious Planner?
Careful consumers who are loyal to trusted brands and plan their
purchases before buying.
13% of
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
Vietnamese
actions
issues consumers
are Cautious
Planners
25
Cautious Planner: demographic profile
Careful consumers who are loyal to trusted brands and plan their purchases before
buying.
49% 69% USD21,667 68%

Vietnam’s average
35-39y 50% 52% 7%

Vietnam
26
Cautious Planner: values and influences

Shopping motivation and preferred attributes: % of Cautious Planner Top environmental, political and social activities: % of Cautious Planner
Ifind Iamlooking forways to simplify my life
Iprefer living in the real world to virtual online experiences

Reduce plastics use
Ilike to try new products and services
Ionly buy from companies and brands that Itrust completely

Use sustainable packaging (refillable,
Ilike to visit shopping malls recyclable, biodegradable or compostable)
Iamwilling to spend money to save time
Buying eco-conscious/ethically-conscious products makes mefeel

good
Vote in elections
Itend to buy more items orshop more often atstores orwebsites
where Ihave aloyalty card/membership orastore credit card
Iextensively research the products and services Iconsume
Iprefer branded goods to non-branded alternatives Reduce food waste
Iseek products with easy to understand labels
0% 10% 20% 30% 40% 50%

0% 20% 40% 60%
27
Cautious Planner: in-store and online shopping motivations

Top in-store shopping motivations: % of Cautious Planner Top online shopping motivations: % of Cautious Planner

Variety of brands
To avoid paying for shipping

Free shipping

if defective Best price
Stores are more trustworthy Ability to order at any time,

from anywhere
Ability to access site on

Convenient location / access different devices (computer,
0% 10% 20% 30% 40% 0% 10% 20% 30% 40%

February 2023
28
Best ways to target the Cautious Planner

Cautious Planners have often decided what they are going to buy before making a purchase
and are unlikely to deviate from their shopping lists to make impulse purchases of non-
essential items. They are highly likely to conduct in-depth research online and in-store
before making purchases to ensure that they are fully aware of both features and value for
money offers -often taking the time to closely look at labels and additional reviews before
making their purchasing decision.
Cautious Planners are unlikely to be swayed by the latest trends or feel the need to keep up Best Ways to Target
with new product developments. Though they place importance on quality and well-trusted
brands, saving money is extremely important to these consumers and they are willing to ▪ Easy to understand and clear labelling
deviate from their usual purchases if an alternative product is a better value for money. of price and features to facilitate
Cautious Planner not only plan their purchases in advance but are highly likely to be future- purchase decision making during the
focused. They often seek ways to save money for better financial futures. research phase of the path to purchase
▪ Competitively-priced products
▪ Clearly outlined independent reviews
and testimonials
▪ Rewards or loyalty programmes and
discounts on regularly purchased
brands and products
▪ Convenient services to facilitate quick
purchases alongside a memorable and
unique shopping experience
29
Who is the Conservative Homebody?
Minimalistic, private consumers for whom family is everything.
11% of
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
Vietnamese
actions
issues consumers
are
Conservative
Homebodies
27% participate in 8% order food for 23% reheat or 4% take health
physical exercise home delivery at prepare a ready supplements/vita
at least 1-2 times a least 1-2 times a meal at least 1-2 mins at least 1-2
30
Conservative Homebody: demographic profile
Minimalistic, private consumers for whom family is everything.
52% 54% USD17,238 44%

Vietnam’s average
35-39y 28% 33% 6%

Vietnam
31
Conservative Homebody: values and influences

Shopping motivation and preferred attributes: % of Conservative Top environmental, political and social activities: % of Conservative
Homebody Homebody
I prefer living in the real world to virtual
online experiences Share my opinion on
I find I am looking for ways to simplify my social/political issues
life on media
I try to lead a minimalist lifestyle and do
not buy new items unless necessary
I only buy from companies and brands Use sustainable
that I trust completely packaging (refillable,
recyclable,
I extensively research the products and
biodegradable or
services I consume compostable)
I am willing to spend money to save time

Recycle items
alternatives
I like to find bargains
Buy from brands that
take support social
I like to be distinct from others and political issues
that are aligned with
It is important to me that other people
my values
think I am doing well
0% 10% 20% 30% 40% 28% 30% 32% 34% 36% 38% 40%
32
Conservative Homebody: in-store and online shopping motivations

Top in-store shopping motivations: % of Conservative Homebody Top online shopping motivations: % of Conservative Homebody
Immediate purchase
Best price
See or try before buying Ability to order at any time,

from anywhere
To avoid paying for shipping Free shipping
Convenient location / access Variety of brands
Stores are more trustworthy Expedited shipping such as

same-day delivery
18% 20% 22% 24% 26% 0% 10% 20% 30% 40%

February 2023
33
Best ways to target the Conservative Homebody

Conservative Homebodies are careful with how they spend their money. They are not very
likely to actively seek well-known brands and premium products or care about following the
latest trends. Instead, they usually stick to their essential purchases and place much more
importance on spending time on themselves and their loved ones rather than materialistic
possessions.
Though they might not necessarily be spending money, Conservative Homebodies enjoy the Best Ways to Target
shopping experience and browsing through stores. Memorable and unique shopping
experiences, such as special in-store promotions, pop-up shops and limited-time ▪ Promotion of products that enhance
collections, may attract these consumers and lead to occasional impulse buys. personal wellbeing or facilitate time
They do not have high product or brand loyalty, therefore new-to-market products or spent with immediate family and close
private label companies can potentially thrive with this category if they are competitively friends, with specific emphasis on self-
priced and provide the same features as their regular purchases. care
▪ Clear promotion of low cost, discounts
and value for money
▪ Availability of online and offline
shopping platforms that work together
to create a seamless omnichannel
shopping experience
▪ Convenient services to facilitate quick
purchases alongside a memorable and
unique shopping experience
34
Who is the Minimalist Seeker?
Consumers who focus on living a minimalistic lifestyle and place a lot of

importance on sustainability and community issues.
9% of
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
Vietnamese
actions
issues consumers
are
Minimalist
Seekers
35
Minimalist Seeker: demographic profile
Consumers who focus on living a minimalistic lifestyle and place a lot of importance on
sustainability and community issues.
42% 70% USD16,307 65%

Vietnam’s average
40-44y 49% 59% 2%

Vietnam
36
Minimalist Seeker: values and influences

Shopping motivation and preferred attributes: % of Minimalist Seeker Top environmental, political and social activities: % of Minimalist Seeker
I find I am looking for ways to simplify my

life
I prefer living in the real world to virtual Reduce plastics use
online experiences
I only buy from companies and brands
that I trust completely
alternatives
I extensively research the products and Recycle items
services I consume

Vote in elections
I try to lead a minimalist lifestyle and do
not buy new items unless necessary
I would rather buy fewer, but higher
quality things Boycott
brands/companies
I like to be distinct from others that don’t share my
It is important to me that other people social/political
think I am doing well beliefs
0% 50% 100% 45% 50% 55% 60% 65%

37
Minimalist Seeker: in-store and online shopping motivations

Top in-store shopping motivations: % of Minimalist Seeker Top online shopping motivations: % of Minimalist Seeker

Best price

Ability to order at any time,
if defective
from anywhere
Stores are more trustworthy Free shipping
Convenient location / access Variety of brands
Product information,
Immediate purchase comparison, and reviews at my
fingertips
0% 20% 40% 60% 0% 20% 40% 60%

38
Best ways to target the Minimalist Seeker

The Minimalist Seeker is focused on living a simple lifestyle and places a lot of importance
on sustainability and community issues. They rarely buy non-essential products and are
unlikely to make impulsive shopping decisions, often taking their time to research products
and services before making a purchase. They are open to trying new products and do not
have high loyalty to specific brands and products; therefore, they will switch their shopping
habits.
Minimalist Seekers look for quality and are willing to pay more for this if it means that their
purchases will have longevity. The focus on longevity and waste reduction means that they Best Ways to Target
are inclined to fix items rather than buying a replacement and to purchase second-hand
items. ▪ Clear packaging and labelling
Their interest in high quality and longevity is not solely limited to their shopping habits. This information in-store and online with
consumer type values time, often looking for convenient and quick services to allow them specific emphasis on eco-conscious,
to live a well-balanced lifestyle. They put a lot of emphasis on activities, such as regular sustainable, locally-sourced and high-
exercise, cooking and baking from scratch, spending time on themselves and with quality ingredients and/or materials
immediate family or close friends. ▪ Easy-to-use comparison platforms to
facilitate the shopping decision-making
Minimalist Seekers are unlikely to invest in their personal image and status or follow the process and research phase of the path
latest trends. Therefore, they are a great target audience for new product innovations, new to purchase
brands and private label companies if they are in line with the Minimalist Seeker’s values. ▪ Promotion of products with waste
reduction features, such as recyclable
materials or second-hand purchases
Demographic breakdown
DEMOGRAPHIC BREAKDOWN 40
40
Age and gender

Impulsive Spender Undaunted Striver Empowered Activist Cautious Planner
70% 100% 80% 70%
60% 60%
80%
50% 60% 50%
40% 60% 40%
40%
30% 40% 30%
20% 20% 20%
20%
10% 10%
0% 0% 0% 0%
15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+
Male Female Male Female Male Female Male Female
Conservative Homebody Minimalist Seeker
100% 80%
70%
80%
60%
60% 50%
40%
40% 30%
20% 20%
10%
0% 0%
15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+
Male Female Male Female
41
City size and parental status

Size of city Parents with children under 18 in household
n = 956; % of respondents n = 956
90%
83%
Impulsive Spender 86% 6%
80%
68%
Undaunted Striver 81% 12% 70%
62%
60%
Empowered Activist 75% 8% 8% 9% 50%
49%
50%
Minimalist Seeker 70% 12% 14% 40%
30% 28%
Cautious Planner 69% 8% 20%
20%
Conservative Homebody 54% 28% 13%
10%
0% 20% 40% 60% 80% 100%

0%
Large city (500,000+ inhabitants)
City (100,000-500,000 inhabitants) Undaunted Impulsive Empowered Cautious Minimalist Conservative
Suburb or large town (25,000-100,000 inhabitants) Striver Spender Activist Planner Seeker Homebody
Small town or village (<25,000 inhabitants) Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023
42
Education
Education level
Cautious Planner 7% 60% 15% 16%
Undaunted Striver 6% 76% 17%
Minimalist Seeker 6% 59% 18% 13%
Impulsive Spender 81% 8%
Conservative Homebody 39% 28% 23%
Empowered Activist 73% 11% 9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Graduate and post-graduate studies University graduate Vocational school graduate Secondary school graduate Primary school graduate Other
43
Employment (1)
Employment status
Paid work: full-time for at least 35
hours per week
Paid work: part-time for less than

35 hours per week
Self-employed
Flexible/contract work
Looking after the home
Completely retired from work
0% 10% 20% 30% 40% 50% 60% 70% 80%
Undaunted Striver Impulsive Spender Empowered Activist Minimalist Seeker Cautious Planner Conservative Homebody
44
Employment (2)
Employment status
In full-time education
In part-time education
Intern
Voluntary unpaid worker
Not working temporarily
Not working semi-permanently or

permanently
Unemployed
0% 5% 10% 15% 20% 25%
Undaunted Striver Impulsive Spender Empowered Activist Minimalist Seeker Cautious Planner Conservative Homebody
45
Income
Income by consumer types
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
USD0 - USD20,001 - USD40,001 - USD60,001 - USD80,001 - USD100,001 - USD150,001+
USD20,000 USD40,000 USD60,000 USD80,000 USD100,000 USD150,000
Impulsive Spender Cautious Planner Conservative Homebody Undaunted Striver Minimalist Seeker Empowered Activist
Average annual household income by consumer types (USD)

Impulsive Spender Cautious Planner Conservative Homebody Undaunted Striver Minimalist Seeker Empowered Activist
25,820 21,667 17,238 46,667 16,307 52,075

Research overview
RESEARCH OVERVIEW 47
47
Voice of the Consumer: Lifestyles Survey

Focus and Design Africa: Morocco, Nigeria, South Africa
The Voice of the Consumer: Lifestyles Survey covers a variety of topics within
Asia: China, Hong Kong, China, India, Indonesia,
consumer life, including Eating and Drinking, Healthy and Ethical Living, House
Japan, Malaysia, Philippines, Singapore, South
and Home, Leisure and Recreation, Path to Purchase, Personal Traits and Values,
Korea, Taiwan, Thailand, Vietnam
Shopping, Spending and Saving, as well as Technology.
Survey, design, execution and analysis were developed collaboratively across Australasia: Australia, New Zealand
Geographic Coverage
teams within Euromonitor International, in conjunction with external sample
partners. Eastern Europe: Poland, Romania
Fielding
Middle East: Egypt, Saudi Arabia, United Arab
A diverse set of online panellists in 40 countries were invited to participate Emirates
between January and February 2023.
Panellists were pre-screened to ensure that the sample matched each country’s Latin America: Argentina, Brazil, Chile, Colombia,
population according to nested quotas for age (from 15 to 74 years) and gender. Mexico, Peru
Data Cleaning North America: Canada, US
Only unique, complete responses to the Voice of the Consumer: Lifestyles Survey
questionnaire were used in analysis. Data cleaning includes removing duplicate IP Western Europe: Belgium, Denmark, France,
addresses, illogical responses and responses with fast completion times. Germany, Italy, Netherlands, Spain, Sweden,
Turkey, UK
48
Euromonitor International’s Consumer Types series
While many companies identify

market segments using demographics 2011 Consumer Types 2013 Consumer Types 2016 Consumer Types
alone, few would agree that
Four global Consumer 45 country-level 100 country-level
consumers are neatly defined by age,
gender or income. To overcome this
Types Consumer Types, Consumer Types,
issue, Euromonitor International goes grouped into seven grouped into eight
beyond standard demographics and global-level categories global-level categories
has created an ongoing series of
distinct, personality and habit-driven 2017 Consumer Types 2019 Consumer Types 2020 Consumer Types
Consumer Types at both global and 100 country-level 200 country-level 200 country-level
country levels. Consumer Types, Consumer Types, Consumer Types,
grouped into eight grouped into 10 grouped into 11
global-level categories global-level categories global-level categories
2021 Consumer Types 2022 Consumer Types 2023 Consumer Types

204 country-level 194 country-level 246 country-level
Consumer Types, Consumer Types, Consumer Types,
grouped into 10 grouped into eight grouped into eight
global-level categories global-level categories global-level categories
49
How do we create our Consumer Types?

After extensive work with the Voice of the Consumer: Lifestyles Survey dataset, Euromonitor International identified a subset of questions
which encapsulated and differentiated a wide range of consumer attitudes and behaviours within each of the 40 countries surveyed.
Questions spanned the major themes of the Lifestyles Survey and the behavioural and attitudinal personality questions formed the core of
the Consumer Type clusters. Demographic traits were not used in the analysis; any prevalence of consumers from a particular demographic
within one cluster is due to respondents’ other shared characteristics.
Questions with a high correlation to one another were then condensed so that only one version was included in the analysis, to prevent
over- and under-statement of results. Drawing on the key subset of questions, cluster models were fitted to the data.
50
For Further Insight please contact
Jennifer Elster Jacques Olivier

Lifestyles Insight Manager Consumer Consultant
Jennifer.Elster@euromonitor.com Jacques.Olivier@euromonitor.com
linkedin.com/in/jennifer-elster-58338722 linkedin.com/in/jacques-olivier-64b328107/
@ElsterJennifer
Jana Rudė Anjali Jain

Consumer Insight Manager Consumers - Consultant
Jana.Rude@euromonitor.com Anjali.Jain@euromonitor.com
linkedin.com/in/Jana-Rude/ linkedin.com/in/anjalijain007/
@JanaRude
Aistė Kriaučiūnaitė Kristina Balčiauskaitė

Survey Consultant Senior Economies and Consumers Research Manager
Aiste.Kriauciunaite@euromonitor.com Kristina.Balčiauskaite@euromonitor.com
linkedin.com/in/aiste-kriauciunaite/ linkedin.com/in/balciauskaite
51
Experience More
This research from Euromonitor International is part of a global strategic intelligence system that offers a complete picture of the commercial
environment. Also available from Euromonitor International:
Industry
Industry reports are updated annually and provide internationally comparable statistics on a wide range of consumer goods, services
and industrial markets.
Country
Internationally cross-comparable data covers more than 210 national markets, with continuous updates providing in-depth strategic
analysis of the competitive landscape and current market trends
Company
Strategic analysis of the world’s largest companies and their activities derived from a global country by country research program.
Economic
The world's most comprehensive market research and in-depth data and analysis on national economic performance and market sizes.
Consumer
The world's most comprehensive market research and in-depth data and analysis on consumer market behaviour.
52
Euromonitor International network and coverage
16 OFFICES
To find out more about Euromonitor
International's complete range of
business intelligence on industries,
countries and consumers, please visit
www.euromonitor.com or contact your
local Euromonitor International office:
Bangalore +91 80 4904 0500
Cape Town +27 21 524 3000
Chicago +1 (312) 922 1115
Dubai +971 4 372 4363
Dusseldorf +49 (0)211 890944 0
Hong Kong +852 3796 3604
London +44 (0)207 251 8024
Mexico City +52 55 9990 3120
Santiago +56 2 2 9157200
São Paulo +55 11 2970 2150
Seoul 82 (2) 6138 436
Shanghai +86 21 603 21088
Singapore +65 6429 0590
Sydney +61 2 9581 9200
100 COUNTRIES 210 COUNTRIES
Tokyo +81 3 3436 2100
in-depth analysis on AND TERRITORIES
demographic, macro- and socio-economic Vilnius +370 5 243 1577
consumer goods and
services industries data on consumer and economies
53
Tailor these insights to your business

Passport Plus connects you directly to our experts. Through tailored presentations,
expert consultations, and workshops, we help you quickly develop expertise,
pressure test ideas, or inspire new thinking to help shape your future strategy.
Watch this video to learn more and then reach out to your Euromonitor contact to explore more
how you can engage with our teams on this topic.

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The data included in this report is accurate according to

such as age or gender, and grouping

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

This report is part of an ongoing series that covers the key

Consumer types can be a powerful tool to help companies better

Why segment consumers by type?

Breakdown of consumer types in Vietnam

256 219 159 129 105 88

Who is the Impulsive Spender?

Social, friend-focused consumers who maintain hectic, exciting lives and

Impulsive Spender: demographic profile

39% 86% USD25,820 86%

35-39y 68% 72% 3%

Impulsive Spender: values and influences

I like to try new products and services

I find I am looking for ways to simplify my life Reduce plastics use

I give back to those in need

I like to be distinct from others

I like to be actively engaged with brands

0% 50% 100% 0% 20% 40% 60% 80%

Impulsive Spender: in-store and online shopping motivations

See or try before buying

Better warranty / easier to return

Convenient location / access Best price

Innovative in-store shopping Ability to access site on

Best ways to target the Impulsive Spender

Who is the Undaunted Striver?

Undaunted Striver: demographic profile

66% 81% USD46,667 82%

40-44y 83% 75% 4%

Undaunted Striver: values and influences

I like to be distinct from others

I give back to those in need Donate to non-

92% 94% 96% 98% 0% 10% 20% 30% 40% 50%

Undaunted Striver: in-store and online shopping motivations

Ability to access site on

Innovative in-store shopping Ability to buy products /

Ability to use a loyalty rewards

Product seems too expensive to

Immediate purchase To avoid interacting with other

0% 10% 20% 30% 40% 0% 10% 20% 30%

Best ways to target the Undaunted Striver

Who is the Empowered Activist?

Empowered Activist: demographic profile

49% 75% USD52,075 77%

40-44y 62% 69% 3%

Empowered Activist: values and influences

I want to engage with brands to influence Donate to non-profits

I like to try new products and services

Empowered Activist: in-store and online shopping motivations

Convenient location / access

Ability to buy products /

Innovative in-store shopping Ability to order at any time,

Desired model/version of the

To avoid paying for shipping Free shipping

0% 10% 20% 30% 40% 0% 5% 10% 15% 20% 25%

Best ways to target the Empowered Activist

Who is the Cautious Planner?

Cautious Planner: demographic profile