Consumer Values and Behaviour in Vietnam

TABLE OF CONTENTS

Consumers have strong preference for branded goods vs global average

All generations are interested in trying new products and services

All generations have good faith in their long-term investments

Consumers generally have a positive outlook for the future

Over half of consumers feel that more activities will shift to in-person

High anticipation among younger cohorts they will work more in future

High % envisage being more engaged with their community in future

Over half feel that climate change will have greater impact in future

All generations will be more engaged in their community

Households with children have less time for their hobbies

All generations have frequent virtual connections with friends/family

Home location with good air quality is of prime importance

Space to live and work is key to over a quarter of respondents

High % of consumers order food for takeaway/pick-up

Lack of time to cook drives strong demand for food delivery

Millennials/Gen X find lack of time biggest barrier to cooking

Healthy ingredients and clear nutrition labels are high priorities

Boomers have a more flexitarian diet than younger cohorts

A third of respondents want a job offering a good work-life balance

Baby Boomers are also focused on being able to work from home

Earning a high salary trumps all other work priorities

All generations prioritise earning a high salary over other factors

75% are looking for ways to simplify their lives

Gen Z have a less strict boundary between work/school and personal life

Consumers are highly connected to friends and family online

High percentage of Millennials and Gen X enjoy regular day trips

Leisure shopping a popular regular pastime for 56% of respondents

Millennials are the most active cinema goers

High rates of regular running/jogging for exercise and fitness

Gen Z are not practicing yoga as much as older generations

Natural remedies such as massage, yoga and herbs most used

Older generations use herbal remedies far more than Gen Z

Consumers have high levels of concern over climate change

Higher levels of concerns over climate change among Baby Boomers

Consumers' top green behaviour is reducing their use of plastics

Reducing food waste next on list of top green activities for older cohorts

Use of sustainable packaging on a par with global average

Baby Boomers more active than other cohorts in most green behaviours

Consumers more actively buy from brands that support their values

Boomers favour brands that share their ethos

Consumers focus on buying less to afford better quality products

Baby Boomers most keen to buy higher quality products

Consumers avoiding unnecessary purchases but want personalisation

Baby Boomers more focused on strong and well-known brands

Smartphones are most popular channel for majority of purchases

Millennials most active in using their smartphone for product purchases

Over half of consumers expect to increase spending on health/wellness

Higher % of Gen X expect to increase spending on technology

Those living alone intend to cut spending and save more in future

Consumers are mindful of managing their data sharing and privacy

Higher % of Millennials share their data to receive personalised offers

Consumers regularly buy products via social media platforms

All generations have high rates of interaction with brand feeds/posts

Consumers are frequent users of mobile banking and payments

Millennials/Gen X most active using mobile banking and payments