Standing out in a fragmented and value-conscious era

Navigating the dynamic FMCG landscape in Vietnam: 2025 and beyond

As we peer into the FMCG market outlook for Vietnam in 2025, it’s clear that dynamism and complexity will define the landscape. While the nation’s macroeconomic indicators in 2024, including a robust 7.1% GDP growth and rising average incomes, paint a positive picture, the reality for Vietnamese consumers is more nuanced. Rising food prices and persistent economic uncertainty continue to shape consumer behaviour, making every purchase decision a calculated one.

The Vietnam FMCG Outlook 2025 report, Worldpanel Vietnam's most comprehensive analysis to date, offers an integrated perspective on consumer behaviour and the consumer packaged goods sector within the broader socio-economic context.

You will find in this edition in-depth insights into key economic and demographic shifts, alongside crucial consumer trends that will shape the market in the years to come, and the strategic growth avenues you will need to drive your success in the next 5 to 10 years.

Understanding the Vietnamese consumer: A “brave new world”

Today’s Vietnamese consumers navigate a complex ecosystem of choices. A plethora of brands, SKUs, and retail channels, coupled with financial uncertainties, drive them to rely on a set of factors such as price, value, convenience, and experiential factors to guide their decision-making process. This intricate interplay significantly impacts shopper behaviour.

Understanding these constantly evolving consumer priorities is crucial for brands seeking to thrive in this fragmented environment. Innovation is a necessity, but quality trumps quantity in a saturated market. Brands that can effectively adapt to these shifts, tap into new sources of growth, and future-proof their strategies will be the ones that emerge victorious in the competitive FMCG landscape. 

What you will discover from Vietnam FMCG Outlook 2025 report:

• Macroeconomic and demographic shifts: We provide a comprehensive analysis of Vietnam’s macro indicators and demographic dividends, revealing their congruent role in shaping consumer behaviour at a macro scale.
• Current FMCG dynamics: Gain an understanding of the current FMCG dynamics and performance across various sectors.
• Growth avenues: Discover actionable growth avenues to propel your business forward.
• Emerging consumer trends: Uncover nascent consumer and shopper trends changing the Vietnamese FMCG market.
• Future FMCG Market Outlook: Understand the FMCG market outlook and how to stay ahead of the competition.

We hope you can leverage these insights to refine your strategies, optimise investments, and ensure your brand resonates with the modern Vietnamese consumer. Contact us today to learn how we can help you navigate the ever-changing consumer packaged goods market.

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