Are you still relying on deep discounts to drive sales? The old retail playbook is dead, and today’s Vietnamese consumers are no longer just hunting for the cheapest deal, they have evolved into highly strategic "information maximalists".

The New Retail Reality: Decoding Vietnamese Consumer Behavior in 2025

Havas Commerce has officially released the Purchasing Power Observatory 2025. Surveying over 9,000 consumers across 12 countries, including an in-depth look at 1,001 adults in Vietnam, this landmark study uncovers what actually drives sales and builds loyalty in today's shifting market. If you want to boost your bottom line and future-proof your brand, here is the new consumer logic you need to master:

5 Key Takeaways from the Purchasing Power Observatory 2025

1. Purchasing Power Decline Forces Highly Value-Conscious Habits With the decline in purchasing power down to 33% in Vietnam (compared to 43% globally), shoppers are forced to cut down spending and become highly sensitive to price changes. However, rather than withdrawing completely from the market, they are bending their habits. Consumers compare prices more (with 87% comparing more often than a year ago), trade down, and use financing or cheaper alternatives to actively sustain their consumption.
2. "Best Value" is the New Standard Over Cheapness Shoppers now use "best value" as a baseline, quickly reaching for the best quality they can get rather than just the cheapest option. In fact, the "lowest price" ranks only fourth in their priorities at 9%. Instead, 92% define a good price as fair and aligned with quality, showing a strong willingness to pay more for better quality, trust, and sustainability.
3. Vietnam is a Social-Commerce Nation About half of Vietnamese consumers are purchasing through social platforms. This adoption rate is more than double the global average, cementing social platforms as the new dominant shopping malls for the market. But here is the omnichannel twist: this digital boom actually increases the need for physical validation. Shoppers increasingly discover and hunt for flash deals socially, but demand tangible, in-store product checks before committing.
4. Price Attention is Sharpest in Essentials Consumers are fiercely protecting essential categories like groceries and healthcare, while becoming highly selective and cutting back in fashion and leisure. When prices rise, they don't simply stop buying or switch brands; instead, they reduce quantities, buy less often, and aggressively hunt for promotions.
5. Private Labels Drive Unprecedented Retail Loyalty Store brands are stealing the show and becoming a massive growth engine. An unprecedented 49% of Vietnamese consumers are now willing to switch retailers entirely just to access an attractive private label brand, transforming retailer curation into a major competitive advantage.

Future-Proof Your Brand Strategy in Vietnam

Understanding these complex trade-offs is the key to optimizing your pricing, omnichannel marketing, and brand positioning. Stop guessing and start adapting, access our comprehensive findings to future-proof your strategy and capture market share in Vietnam. For inquiries or to schedule a personalized presentation of the study results for your brand, please contact us at [email protected].