2021: Tet Festival in the New Normal

2020 was a year like no other. And Vietnam was also a country like no other during this challenging year.

The impact of COVID-19 has been felt across the globe with different levels of lockdowns. However, thanks to well coping with the pandemic, Vietnam is able to resume economic and business activities, it’s not completely back to “normal” though. We witness changes on consumer lives and behaviors to a certain extent. There is specifically a consumer shift towards essentials with a surge of FMCG spend, yet this trend has gradually slowed down since end of 2020.

Moving to 2021 with uncertainties remained at least in the first half of this year, how did Lunar New Year 2021 (aka Tet) - the biggest festive season of the year look like? Are there any changes in gift-giving custom among Vietnamese people and in the way of shopping for Tet consumption, in FMCG market particularly?

Let’s explore the main findings in our 2021 Tet report.

Any further questions, don't hesitate to contact us.

Follow links on the right side of this page to download full reports in both English and Vietnamese.