Welcome to
Brand Footprint
Vietnam 2025
Vietnam's consumer market presented a complex picture in 2024. The country celebrated an exceptional economic performance, and consumer confidence improved. However, this didn't automatically loosen shoppers’ purse strings. Rising costs for essentials like food, healthcare, and education kept household budgets tight.
Having dealt with constant change in the last few years, Vietnamese consumers remain cautious and deliberate in their spending. Ongoing economic uncertainty also means that worries about livelihoods, income, and job stability persist. These financial pressures make them highly aware of prices. Some sectors show strong shopper preferences for affordability and promotions, even if it means switching away from brands they once favoured.
However, consumers are now looking beyond just price; they've become value-conscious, carefully weighing what they get for their money. This means they're open to exploring new options that offer the best overall value. Brands that can justify their value by elevating quality, enhancing the experience, or offering unique benefits, will be those that unlock the power of premiumisation.
The competition for consumers’ attention and money is fiercer than ever. Manufacturers are launching more new products – with new benefits, new variants, new uses. But this flood of innovations also makes it easier for consumers to switch. If another brand or retailer offers a better combination of price, features, and benefits, they are quick to move.
The winning brands of 2024 demonstrated great strategic foresight. They achieved growth not merely by enhancing their product portfolios and market presence, but by fundamentally understanding and addressing emerging consumer needs.
This approach – boosted by smart promotion, assortment and innovation strategies – can deliver both immediate gains and strong overall long-term growth. This year's Brand Footprint report dives into the stories of these successful brands, offering key insights to help brands capture their share of the future of Vietnam’s dynamic FMCG landscape.
