Vietnam Consumer Landscape 2015 found Vietnamese among the most optimistic consumers globally since they are earning more and spending more.
Their monthly income per capita increased by 44 percent between 2010 and 2012, and the rate of consumption by 32 percent.
As a result, Vietnamese have a strong desire for a better life, with 73 percent of consumers polled being willing to pay more for higher quality as well as health, and 39 percent considering health as their top concern.
The highest percentage of saving every month is for children's future (34 percent), health (12 percent) and first time home purchase (11 percent).
Vietnamese have more opportunities to shop and buy than ever before. E-commerce is playing an important role when 42 percent of consumers bought groceries at supermarkets.
Convenience has become a way of life and the shift starts with young people and professionals. Around 23 percent of students and 36 percent of white-collar workers/professionals often shop at supermarkets and convenience stores.
The number of convenience stores in the country more than doubled last year to 348 from 147 in 2012, while the number of mini-marts increased to 600.
But traditional groceries outlets remain dominant. More than 80 percent of the sales of consumer goods was done through the 1.3 million traditional outlets nation-wide.
Technology has brought Vietnamese people more opportunities to stay connected. Smart phone sales are booming, with nearly half of Vietnamese owning one. When watching video programming, 62 percent use of people computers, 30 percent use mobile phones and 26 percent use tablets.
E-tailing is growing now with 28 percent of consumers preferring to shop online for home delivery.
Nielsen, which is headquartered in the US, studies consumers in more than 100 countries.
Their monthly income per capita increased by 44 percent between 2010 and 2012, and the rate of consumption by 32 percent.
As a result, Vietnamese have a strong desire for a better life, with 73 percent of consumers polled being willing to pay more for higher quality as well as health, and 39 percent considering health as their top concern.
The highest percentage of saving every month is for children's future (34 percent), health (12 percent) and first time home purchase (11 percent).
Photo for illustration
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Convenience has become a way of life and the shift starts with young people and professionals. Around 23 percent of students and 36 percent of white-collar workers/professionals often shop at supermarkets and convenience stores.
The number of convenience stores in the country more than doubled last year to 348 from 147 in 2012, while the number of mini-marts increased to 600.
But traditional groceries outlets remain dominant. More than 80 percent of the sales of consumer goods was done through the 1.3 million traditional outlets nation-wide.
Technology has brought Vietnamese people more opportunities to stay connected. Smart phone sales are booming, with nearly half of Vietnamese owning one. When watching video programming, 62 percent use of people computers, 30 percent use mobile phones and 26 percent use tablets.
E-tailing is growing now with 28 percent of consumers preferring to shop online for home delivery.
Nielsen, which is headquartered in the US, studies consumers in more than 100 countries.
