Consumer Values and Behaviour in Vietnam

Consumer Values and Behaviour in Vietnam
June 2023
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at time of publication: June 2023
CONSUMER VALUES AND BEHAVIOUR IN VIETNAM 33
Scope
This report is part of a series of four highly-visual reports covering the 40 markets surveyed in This report visually explores everyday habits
the annual Voice of the Consumer: Lifestyles Survey. and behaviours which reflect consumers'
beliefs and values, linking behavioural trends
with purchase and consumption habits.
Draws together insights from across the Lifestyles Survey and
Lifestyles Country Report Series
Consumer Lifestyles provides takeaways on key trends.
Reviews shifting consumer traits and values that influence

Consumer Values and purchasing and consumption behaviours. (Visual only
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.
Contents
Highlights
Personal traits and values
Home life
Cooking and eating habits
Working life
Leisure
Health and wellness
Sustainable living
Shopping
Spending
Technology
Consumer values and behaviour in Vietnam
Highlights of consumer values and behaviours from our 2023 survey
32% 54% 61% 44% 72%Iof

consumers are
Want a job that Look for healthy Feel they can make a Regularly participate
allows for a strong ingredients in the difference to the world in stress-reduction/ concerned
work-life balance food they eat through their choices mental wellbeing that the costs
and actions activities of everyday
items they buy
are going up
22% 68% 39% 44%

Feel that more of Only buy from Frequently buy Say they enjoy
their everyday brands that they used or second- spending their money
activities will shift trust completely hand items rather than saving it
to online platforms
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023
Consumers have complex ideals, preferences and concerns

n = 1,003; % of respondents (agree or strongly agree)
I take health and safety precautions when I leave my home
I am concerned that the cost of everyday items I buy is going up
I feel comfortable expressing my identity with friends and family
My identity is accepted by society (eg, gender, age, race/ethnicity/religion, income)
Being active in the community is important to me
I feel I can make a difference to the world through my choices and actions
I am willing to spend money to save time
It is important to me that other people think I am doing well
I prefer to take charge and lead others
I feel under constant pressure to get things done
Spiritual beliefs are an important part of my life
You can tell a lot about a person from the car they drive
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Vietnam Global
Younger generations are less concerned with external appearances

Selected personal traits and values by generation
I take health and safety
precautions when I leave my home
I am concerned that the cost of

everyday items I buy is going up
I feel comfortable expressing my

identity with friends and family
My identity is accepted by society

(eg, gender, age,
race/ethnicity/religion, income)
Being active in the community is

important to me
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Generation Z Millennials Generation X Baby Boomers

Consumers seek out new products and services that are tailored to their tastes
Personal priorities and attitudes: Brands, products and experiences
I only buy from companies and brands that I trust completely
I extensively research the products and services I consume
I like to try new products and services
I prefer branded goods to non-branded alternatives
I want to engage with brands to influence product innovation
I like to be actively engaged with brands
I prefer to spend my money on experiences, rather than things
I want products and services that are uniquely tailored to me
0% 10% 20% 30% 40% 50% 60% 70% 80%
Vietnam Global
10
Younger generations want to be engaged with brands

Personal priorities and attitudes: Brands, products and experiences by generation
I only buy from companies and
brands that I trust completely
I extensively research the products

and services I consume
I like to try new products and

services
I prefer branded goods to non-

branded alternatives
I want to engage with brands to

influence product innovation
0% 10% 20% 30% 40% 50% 60% 70% 80%

11
Consumers generally have a positive outlook on life

Outlook on life: Future impact in the next five years
n = 1,003; % of respondents
Vietnam Global Vietnam Global
I will be less happy than I am now 10% 13% I will be happier than I am now 66% 53%
I will be worse off financially 17% 21% I will be better off financially 60% 48%
I will have more free time for

I will have less free time for myself 20% 21% 58% 46%
myself
I will work more than I do now 48% 35% I will work less than I do now 25% 31%
My life will be worse 12% 17% My life will be better 63% 48%
More activities will shift to in-

50% 34% More activities will shift online 22% 25%
person
12
Younger generations feel they will have less time but be better off financially
Outlook on life: Future impact in the next five years by generation
Generation Z Millennials Generation X Baby Boomers Generation Z Millennials Generation X Baby Boomers
I will be less happy I will be happier than

12% 12% 9% 9% 67% 67% 65% 66%
than I am now I am now
I will be worse off I will be better off

11% 14% 16% 36% 65% 64% 64% 42%
financially financially
I will have less free I will have more free

21% 21% 12% 29% 59% 59% 62% 49%
time for myself time for myself
I will work more than I will work less than I

60% 48% 43% 39% 14% 23% 31% 38%
I do now do now
My life will be worse 10% 12% 12% 17% My life will be better 69% 66% 64% 45%
More activities will

More activities will
shift to in-person 50% 53% 51% 44% 23% 20% 17% 29%
shift online
Home life
14
Home-based activities continue to grow in popularity, especially among younger cohorts

Frequency of home activities Frequency of home activities by generation
n = 1,003; % of respondents (at least weekly) n = 1,003; % of respondents (at least weekly)
Exercise
Connect with friends or family virtually
Study
Hobbies (e.g. gardening, crafts or knitting)
Work from home (eg, activities and tasks

related to my job)
Play video games
Entertain friends and family who do not

live with me
Take an online/virtual fitness class
0% 10% 20% 30% 40% 50% 60% 70% 80%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Vietnam Global Generation Z Millennials Generation X Baby Boomers
15
Access to outside space or green spaces nearby is an important home feature

Ideal home features
Safe location
Access to green spaces
Built with sustainable materials
Location with limited air pollution
Smart home functionality
Energy efficient
Minimalist design
Urban or inner city location
Multi-functional space (work-live

space)
Availability of garage/indoor
parking
0% 10% 20% 30% 40% 50% 60% 70%

Vietnam Global
Cooking and eating habits
17
Consumers prefer home-cooked food, but foodservice demand is strong

Weekly meal choices Weekly meal choices by generation
n = 1,003; % of respondents (at least weekly) n = 1,003; % of respondents (at least weekly)
Cook or bake
Reheat or prepare a ready meal
Order food for takeaway or pick-up ready-

made food to eat at home
Order food for home delivery
Eat at a restaurant
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 20% 40% 60% 80% 100%

18
Lack of time is one of the biggest barriers to preparing and cooking food at home
Barriers to cooking at home
Someone else in my household typically cooks for me
I do not have time to cook
Ordering food for delivery is more convenient
I do not cook very well
I would rather spend my time doing things other than cooking
I prefer to order food for delivery
Going out to eat at a restaurant is more convenient
I do not have time to shop for groceries
I eat healthier food when I go out to eat or order delivery
Food from restaurants tastes better
0% 5% 10% 15% 20% 25% 30%

Vietnam Global
19
Younger cohorts are less likely to spend time preparing food for themselves
Barriers to cooking at home by generation
Someone else in my household
typically cooks for me
I do not have time to cook
Ordering food for delivery is more
convenient
I do not cook very well
I would rather spend my time
doing things other than cooking
I prefer to order food for delivery
Going out to eat at a restaurant is
more convenient
I do not have time to shop for
groceries
I eat healthier food when I go out
to eat or order delivery
Food from restaurants tastes
better
0% 5% 10% 15% 20% 25% 30% 35%
20
Seeking food and drinks with health benefits is of high importance to all generations
Dietary restrictions Dietary restrictions by generation
n = 1,003; % of respondents n = 1,003; % of respondents
I look for healthy ingredients in

food and beverages
I closely read the nutrition labels

of food and beverages
I am seeking to reduce my
alcohol consumption
I do not typically eat meat or
fish, but will consume it
occasionally
I am a vegetarian
I am allergic or intolerant to
certain foods
I am a vegan
0% 20% 40% 60%

0% 10% 20% 30% 40% 50% 60% 70%
Vietnam Global
Working life
22
Younger generations more focused on setting working hours that better suit their lifestyle
Work-life balance Work-life balance by generation
To have a job that allows for a strong

work-life balance
To work close to home
To be able to work from home
To set my own work hours
To work for myself
0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50%
23
Earnings and job security remain high priorities

Work priorities Work priorities by generation
To earn a high salary
To have a job security
To work for a company that takes ethical

and social responsibilities seriously
To work for a company that prioritises

employee health and safety
To work for a good manager
To feel comfortable expressing my identity
To work with people like me
To receive workplace benefits such as free

food or time or space to play video games
0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50%
Vietnam Global
24
New focus on upskilling for better job opportunities or promotions

Work and personal life; training expectations Work and personal life; training expectations by generation
n = 972; % of respondents n = 972; % of respondents
I have a strict boundary between my work

(or school) and personal life*
Expect to study or train in my current

career
Expect to study or train for a different

career
0% 10% 20% 30% 40% 50% 60% 70% 80%

Vietnam Global
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023 Generation Z Millennials Generation X Baby Boomers
Note: *% who agree/strongly agree with this statement
Leisure
26
Consumers continue to value regular leisure shopping trips

Frequency of leisure activities
Socialise with friends online 36% 29% 19% 13%
Socialise with friends in person 33% 32% 20% 12%
Go shopping for leisure 17% 38% 25% 15% 5%
Take a class/attend a lecture in-person 9% 19% 24% 32% 17%
Go to the cinema 8% 28% 28% 27% 9%
Go to a sporting event 8% 16% 27% 34% 15%
Take a virtual class/attend a lecture online 7% 20% 21% 32% 20%
Go to a concert or to the theatre 5% 16% 20% 37% 21%
Attend virtual events/concerts 17% 20% 33% 24%
Go to a museum or art gallery 14% 26% 39% 17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
At least weekly 1-3 times a month Once every few months Rarely Never
27
All generations regularly socialise with friends on and offline

Monthly leisure activities by generation
n = 1,003; % of respondents (at least monthly)
Socialise with friends online
Socialise with friends in person
Go shopping for leisure
Take a class/attend a lecture in-

person
Go to the cinema
Go to a sporting event
Take a virtual class/attend a

lecture online
Go to a concert or to the theatre
0% 10% 20% 30% 40% 50% 60% 70% 80%

28
Although safety is an important consideration, local culture appeals to Vietnamese travellers

Most important features when planning a trip or vacation
Safe destination
Immersion in local culture
Relaxation
All-inclusive hotels and resorts
Value for money
Quality of food or dining at destination
Nature and outdoor activities
Family-oriented or child-friendly
0% 5% 10% 15% 20% 25% 30% 35%

Vietnam Global
29
A high percentage of all generations just want to be able to relax when on vacation
Most important features when planning a trip or vacation by generation
Safe destination
Immersion in local culture
Relaxation
All-inclusive hotels and resorts
Value for money
Quality of food or dining at

destination
Nature and outdoor activities
Family-oriented or child-friendly
0% 5% 10% 15% 20% 25% 30% 35%

Health and wellness
31
Consumers maintain regular exercise habits to improve their health

Frequency of exercise habits
n = 892; % of respondents
Run or jog 22% 41% 10% 23%
Walk or hike for exercise 15% 28% 12% 33% 12%
Cycle or ride a bike 13% 40% 12% 27% 8%
Practice yoga 11% 34% 10% 21% 23%
Weight lifting/strength training 5% 22% 10% 30% 33%
Participate in team sports (e.g. football) 23% 12% 37% 24%
Take a group fitness class 29% 13% 33% 24%
Participate in other intensive physical activities 20% 12% 40% 27%
Participate in other individual sports 17% 11% 39% 32%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Almost every day 1-2 times a week 1-2 times a month Less than once a month Never
Note: Only showing results from respondents who said they exercise at least occasionally
32
Gap in some types of exercise habits narrowing among the generations

Weekly exercise habits by generation
Run or jog
Cycle or ride a bike
Walk or hike for exercise
Practice yoga
Weight lifting/strength training
Participate in team sports (e.g.

football)
Take a group fitness class
Participate in other intensive

physical activities
Participate in other individual
sports
0% 10% 20% 30% 40% 50% 60% 70% 80%

Note: Only showing results from respondents who said they exercise at least occasionally
33
A growing number of consumers focus on activities that will enhance their wellbeing
Stress-reduction or mental wellbeing activities in the past six months Stress-reduction or mental wellbeing activities in the past six
n = 712; % of respondents months by generation
Massage
Yoga
Herbal remedies
Meditation
Spa visit
Sleep aids
Therapy or counselling
0% 10% 20% 30% 40% 50% 60% 70%

Vietnam Global 0% 10% 20% 30% 40% 50% 60% 70% 80%
Note: Only showing results from respondents who participate in stress-reduction activities at least occasionally
Sustainable living
35
Heightened awareness leads to greater focus on personal environmental impact

Key sustainability concerns Trust in ethical labels
n = 1,003; % of respondents n = 933; % of respondents
Environmentally
conscious or eco- 64% 32%
21% 20% friendly
Recyclable 64% 33%
45% Sustainably produced 59% 37%

52%
Vegan 59% 38%
28% Supports a charity or a

22% 58% 5% 37%
charitable cause
I am worried about climate change I try to have a positive impact on the 0% 20% 40% 60% 80% 100%
environment through my everyday actions
Strongly agree Agree Neither agree or disagree Disagree Strongly disagree Trustworthy Not trustworthy Neutral
36
Consumers actively working towards greener and more sustainable practices

Typical behaviours to positively impact the environment or lead a Typical behaviours to positively impact the environment or lead a
more sustainable life more sustainable life by generation
Reduce plastics use
Reduce food waste
Recycle Items
Reduce carbon emmissions
Use less water
0% 10% 20% 30% 40% 50% 60%

0% 10% 20% 30% 40% 50% 60%
Vietnam Global
Note: Only showing results from respondents who try to have a positive impact on the environment
37
Consumers motivated to use energy-efficient products as energy costs impact spending

Green behaviours and activism Green behaviours and activism by generation
Use sustainable packaging
Use more energy-efficient products
Repair broken items, rather than replacing
Buy sustainably-produced items
Buy products and services from purpose-

driven brands/companies
Donate to charities supporting the

environment
0% 5% 10% 15%20% 25%30% 35%40%45% 50%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Vietnam Global
Note: Only showing results from respondents who try to have a positive impact on the environment
38
Consumers continue to lean towards brands that share their ethos

Activism in political and social issues Activism in political and social issues by generation
Donate to non-profits and charities

supporting causes aligned with my values
Make my purchasing decisions based on

brands/companies' social and political
beliefs
Buy from brands that support social and

political issues aligned with my values
Share my opinion on social/political issues

on media
Boycott brands/companies that don't share

my social/political beliefs
0% 5% 10% 15% 20% 25% 30% 35% 40%

Vietnam Global 0% 10% 20% 30% 40% 50%
Note: Only shown to respondents who said they are actively involved in political and social issues
Shopping
40
Price-conscious consumers like to find bargains but are still focused on quality
Attitudes to shopping
I would rather buy fewer, but higher quality things
Buying eco/ethically-conscious products makes me feel good
I tend to buy or shop more often where I have a loyalty card/membership
I like to visit shopping malls
I try to purchase locally-sourced products and services
I like to find bargains
I try to shop in locally-owned stores
I like to browse in stores even if I don't need to buy anything
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Vietnam Global
41
All generations like to hunt for bargains, but still enjoy shopping locally and visiting malls
Attitudes to shopping by generation
I would rather buy fewer, but
higher quality things
Buying eco/ethically-conscious
products makes me feel good
I tend to buy or shop more often

where I have a loyalty
card/membership
I like to visit shopping malls
I try to purchase locally-sourced

products and services
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

42
Consumers turning to cheaper alternatives, but many still enjoy niche and branded products
Shopping preferences
I try to lead a minimalist lifestyle and do not buy new items unless necessary
I am looking for personalised and tailored shopping experiences
I seek products with easy to understand labels
I regularly seek strong or well-known brands
I regularly seek private label and low-cost products
I am willing to buy second-hand or previously-owned items
I pick my travel destinations based on the quality of shopping there
I seek niche brands that are hard-to-find or unique
0% 5% 10% 15% 20% 25% 30% 35%

Vietnam Global
43
Consumers of all ages continue to embrace the circular economy

Shopping preferences by generation
I try to lead a minimalist lifestyle
and do not buy new items unless
necessary
I am looking for personalised and

tailored shopping experiences
I seek products with easy to

understand labels
I regularly seek strong or well-

known brands
I regularly seek private label and

low-cost products
0% 5% 10% 15% 20% 25% 30% 35% 40%

44
Use of streaming services remains high as consumers do not want to miss their favourite shows
Current use of subscription services
Regular shipments of household essentials or personal care products (eg, monthly

delivery of toilet paper, shampoo, soap, pet food, etc.)
Online streaming services (eg, Netflix, Hulu, Spotify, Amazon Prime, etc)
Curated products selected by brand or company (eg, beauty boxes, pet toys, etc)
Meal kits (ingredients for pre-set meals are delivered at a regular interval)
Other subscription service
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Vietnam Global
Spending
46
Consumers intend to increase spending on products that improve their health and wellbeing
Spending intentions over the next 12 months
Spending on health and wellness 46% 6% 48%
Spending on education 42% 10% 48%
Spending on groceries 38% 10% 52%
Spending on new technology 38% 14% 49%
Spending on travel/holidays 33% 15% 52%
Spending on clothing and

31% 14% 55%
footwear
Spending on experiences 28% 21% 51%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increase Decrease Stay the same

47
Younger cohorts less cautious about curbing their spending over the next 12 months
Intention to increase spending over the next 12 months by generation
n = 947; % of respondents (increase)
Spending on health and wellness
Spending on education
Spending on groceries
Spending on new technology
Spending on travel/holidays
0% 10% 20% 30% 40% 50% 60%

48
High percentage of consumers are concerned about managing their budgets

Financial status and concerns
I am comfortable with my current financial situation
I am able to regularly save a portion of my income
I have enough money readily available to cover an unexpected emergency
I am concerned about my current financial situation
I sometimes rely on credit cards, account overdrafts, other consumer borrowing to cover
everyday expenses
I rely on financial support from friends or family
I have more debt than savings (excluding home mortgage/repayments)
I rely on government financial support or subsidies
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Vietnam Global
49
Younger cohorts less likely to be able to save and rely on financial support or borrowings
Financial status and concerns by generation
I am comfortable with my current financial situation
I am able to regularly save a portion of my income
I have enough money readily available to cover an

unexpected emergency
I am concerned about my current financial situation
I sometimes rely on credit cards, account overdrafts, other

consumer borrowing to cover everyday expenses
I rely on financial support from friends or family
I have more debt than savings (excluding home

mortgage/repayments)
I rely on government financial support or subsidies
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
50
All generations have low expectations of increasing their overall spending

Spending and saving intentions over the next 12 months Intentions to increase spending and savings over the next 12 months
n = 969; % of respondents by generation
n = 969; % of respondents (increase)
Saving money 44% 7% 50%
Overall spending 33% 18% 48%
0% 20% 40% 60% 80% 100%
Increase Decrease Stay the same 0% 10% 20% 30% 40% 50% 60%
Technology
52
Privacy and managing data sharing are key concerns for consumers
Attitudes to technology
80%
70%
60%
50%
40%
30%
20%
10%
0%
I actively manage data I prefer to be I prefer to I share my data in Targeted ads based It is important to I prefer online virtual I freely share personal
sharing and privacy anonymous online communicate online order to receive on my previous online cultivate my personal experiences to real information online
settings according to personalised and searches and brand online and world experiences
my preferences targeted offers/deals purchase history are manage others’
an invasion of my perceptions of me
privacy
Vietnam Global
53
Younger consumers more likely to share their data to receive offers

Attitudes to technology by generation
I actively manage data sharing and privacy settings

according to my preferences
I prefer to be anonymous online
I prefer to communicate online
I share my data in order to receive personalised and

targeted offers/deals
Targeted ads based on my previous online searches and
purchase history are an invasion of my privacy
It is important to cultivate my personal brand online and
manage others’ perceptions of me
I prefer online virtual experiences to real world
experiences
I freely share personal information online
0% 10% 20% 30% 40% 50% 60% 70% 80%

54
Frequency of online interactions grows as digital experiences improve

Frequency of online activities
Visit or update social networking site 52% 25% 9% 9%
Stream video (eg, YouTube, Netflix) 31% 32% 10% 18% 8%
Use a communication or messaging app 23% 32% 11% 22% 13%
Access my bank account or use banking services 13% 49% 17% 15% 6%
Use an app to track my health or fitness 12% 32% 15% 29% 13%
Take part in online video gaming 9% 33% 14% 25% 18%
Remotely monitor or control home appliances 9% 27% 14% 28% 22%
Buy an item or service 8% 45% 23% 19%
Read consumer reviews for products or services 6% 39% 20% 28% 7%
Visit an online dating or matchmaking website or app 5% 21% 11% 26% 36%
Compare prices (eg, on a price comparison site) 36% 20% 32% 8%
Use augmented or virtual reality to enhance my shopping experience 20% 14% 34% 28%
Visit health-related / medical sites 25% 25% 39% 8%
Write a review for a product or service 29% 21% 37% 10%
Engage with metaverse platforms 22% 13% 30% 32%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Almost every day 1-2 times a week 1-2 times a month Less than once a month Never
55
Online banking, messaging and use of streaming service crosses all generations
Frequency of selected online activities by generation
n = 1,003; % of respondents (at least weekly)
Visit or update social networking site
Stream video (eg, YouTube, Netflix)
Use a communication or messaging app
Access my bank account or use banking

services
Use an app to track my health or fitness
Take part in online video gaming
Remotely monitor or control home

appliances
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

56
All generations are accessing goods and services online more regularly
Frequency of selected online activities by generation
n = 1,003; % of respondents (at least weekly)
Buy an item or service
Read consumer reviews for products or

services
Visit an online dating or matchmaking

website or app
Compare prices (eg, on a price comparison

site)
Use augmented or virtual reality to

enhance my shopping experience
Visit health-related / medical sites
Write a review for a product or service
0% 10% 20% 30% 40% 50% 60%

57
Consumers want to interact with brands and companies online

Interactions with companies online in the previous six months
“Follow” or “like” a company’s social media feed or post
Buy something via a social media platform
Share or retweet a product
Share a purchase you made with your social network
Receive a thank you discount or offer for referring someone via social media to do
business with the company
Share or retweet a company’s social media feed or post
Provide feedback on a product or service to a company via a social media post
Talk to a company’s customer service representative through a social media platform
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Vietnam Global
58
Younger consumers still more likely to buy something via a social media platform
Interactions with companies online in the previous six months by generation
“Follow” or “like” a company’s social media feed or post
Buy something via a social media platform
Share or retweet a product
Share a purchase you made with your social network
Receive a thank you discount or offer for referring someone

via social media to do business with the company
Share or retweet a company’s social media feed or post
Provide feedback on a product or service to a company via a

social media post
Talk to a company’s customer service representative through
a social media platform
0% 10% 20% 30% 40% 50% 60%
59
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
CONSUMER VALUES AND BEHAVIOUR IN VIETNAM
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Consumer Values and Behaviour in Vietnam

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The data included in this report is accurate according to

Consumer Lifestyles provides takeaways on key trends.

Reviews shifting consumer traits and values that influence

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Consumer values and behaviour in Vietnam

Highlights of consumer values and behaviours from our 2023 survey

32% 54% 61% 44% 72%Iof

22% 68% 39% 44%

Consumers have complex ideals, preferences and concerns

I take health and safety precautions when I leave my home

I am concerned that the cost of everyday items I buy is going up

I feel comfortable expressing my identity with friends and family

My identity is accepted by society (eg, gender, age, race/ethnicity/religion, income)

Being active in the community is important to me

I am willing to spend money to save time

It is important to me that other people think I am doing well

I prefer to take charge and lead others

I feel under constant pressure to get things done

Spiritual beliefs are an important part of my life

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Younger generations are less concerned with external appearances

I am concerned that the cost of

I feel comfortable expressing my

My identity is accepted by society

Being active in the community is

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Generation Z Millennials Generation X Baby Boomers

I only buy from companies and brands that I trust completely

I extensively research the products and services I consume

I like to try new products and services

I prefer branded goods to non-branded alternatives

I want to engage with brands to influence product innovation

I like to be actively engaged with brands

I prefer to spend my money on experiences, rather than things

I want products and services that are uniquely tailored to me

0% 10% 20% 30% 40% 50% 60% 70% 80%

Younger generations want to be engaged with brands

I extensively research the products

I like to try new products and

I prefer branded goods to non-

I want to engage with brands to

0% 10% 20% 30% 40% 50% 60% 70% 80%

Generation Z Millennials Generation X Baby Boomers

Consumers generally have a positive outlook on life

Vietnam Global Vietnam Global

I will have more free time for

More activities will shift to in-

I will be less happy I will be happier than

I will be worse off I will be better off

I will have less free I will have more free

I will work more than I will work less than I

More activities will

Home-based activities continue to grow in popularity, especially among younger cohorts

Connect with friends or family virtually

Hobbies (e.g. gardening, crafts or knitting)

Work from home (eg, activities and tasks

Play video games

Entertain friends and family who do not

Take an online/virtual fitness class

0% 10% 20% 30% 40% 50% 60% 70% 80%