PwC Vietnam has released its 2025 Consumer Survey, revealing that Vietnam is projected to become the world’s 11th largest consumer market by 2030, with 80 million consumers—a 34% increase from 2024, according to World Data Lab.
The survey, conducted among 517 Vietnamese consumers (out of over 6,000 across 11 Asia-Pacific markets), highlights a “new consumer landscape” defined by four key trends: pricing, health, technology, and sustainability.
Pricing Remains the Top Concern
48% of Vietnamese consumers view economic instability as their greatest threat in the next 12 months—the highest rate in the region. Nearly half (47%) prioritize price when choosing food, reflecting the strain of inflation and rising living costs. Over one-third admit to financial struggles, even struggling to pay monthly bills.
In response, consumers are seeking cost-effective options: 59% favor affordable imported foods, while 41% are willing to pay more for locally sourced products. This dual demand presents both challenges and opportunities for businesses. According to Nguyen Luong Hien, Consumer & Retail Services Leader at PwC Vietnam, leaders must “optimize value for money” and “redefine value propositions, offering affordable yet healthy, convenient, and sustainable products.”
Health and Technology: A Powerful Duo
Vietnamese consumers are increasingly wary of ultra-processed foods and agricultural chemicals: 74% express significant concern—higher than the regional average (68%). Approximately 35% actively avoid ultra-processed products in their daily diets.
Simultaneously, technology is emerging as a health ally. Over 80% use health apps or wearables, and many are experimenting with AI for nutrition planning and fitness tracking. This integration of tech and consumption opens new avenues for businesses, from personalized meal suggestions to online grocery shopping.
Shopping habits are also shifting. 54% purchase ready-to-eat meals at least weekly. E-commerce and delivery platforms like Grab, ShopeeFood, and Tiki are replacing traditional shopping, with hybrid online-offline models becoming the urban norm.
Sustainability as a Trust Metric
A standout survey finding is that 96% of Vietnamese consumers are concerned about climate change—the highest in Asia-Pacific. Approximately 69% are willing to pay more for eco-friendly products, and 70% buy only what they need to reduce waste.
Nguyen Luong Hien emphasizes that transparency and consistency are critical for building trust. “Genuine sustainability, backed by third-party certifications, is equally vital,” he adds.
Rakesh Mani, Asia-Pacific Consumer Markets Leader at PwC, notes: “Leading brands will be those that personalize experiences, simplify shopping journeys, and innovate relentlessly.”
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