Summary

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s 10 focus megatrends and insights as to how each trend has manifested in Vietnam.

Euromonitor's Megatrends in Vietnam report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Megatrends market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

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Table of Contents

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