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Vietnam: Consumer Profile

Publisher Euromonitor International
Published Jul 31, 2026
Length 45 Pages
SKU # EP21452983

Description

Vietnam’s population is growing, reaching 101.6 million in 2025, despite falling birth rates. The population is rapidly ageing, with the cohort aged 65+ set to grow 77% to 17.1 million by 2040. Real disposable income per capita is set to more than double from USD2,909 to USD5,998 by 2040, shifting focus to quality, convenience and experience-led purchases. The opportunities no longer lie in building scale but in premiumisation and serving older, smaller, urban and digital households.
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Euromonitor's Vietnam: Consumer Profile 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 Economy 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.

Table of Contents

45 Pages
Scope
Key findings
Key drivers affecting consumers in Vietnam in 2025
How developments today shape consumer of tomorrow
A rapidly ageing population set to reshape priorities by 2040
High blood pressure and raised cholesterol the primary health risks
Millennials will remain central to economic growth
Metros set to see benefit from expansion in working age population
Opportunities for growth
Households remain family focused but single occupancy homes on the rise in urban areas
Home ownership remains high with consumers valuing comfort and privacy
Traditional gender roles dictate household structures
Vietnam’s youthful population eager to embrace digital technology
Rising living costs put pressure on households to economise
Millennials show a preference for spending on experiences and education
Those in the 40-44 age bracket set to drive spending
Consumer expenditure set to rise on the back of an expanding middle class
Key findings consumer survey
Baby Boomers the big spenders in 2025
Consumers adopt frugal shopping habits in response to rising living costs
Vietnamese go green as climate concerns intensify
Confident consumers investing in tomorrow as savings grow
AI reshaping the jobs market
Key takeaways

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