63% of consumers expected to increase spending on essential goods in 2025

The survey, which gathered responses from over 7,000 consumers in the region, including 515 from Vietnam, also indicated that inflation is the top concern for a majority (63%) of Vietnamese consumers for the coming year.

Consumers are willing to stay loyal only to brands they genuinely trust, making it essential for businesses to foster trust across all aspects and build lasting relationships with customers.

Vietnam leads the region in online shopping, with 67% of purchases made via mobile phones and 44% through personal computers, although in-store shopping remains high at 63%. Vietnamese consumers are actively embracing social media platforms to discover new brands and read reviews before purchasing, with 71% having made purchases through these platforms—significantly higher than the regional average of 56%.

However, concerns about safety and reliability have somewhat dampened consumer trust in social media for shopping, following some negative experiences.

Sustainability is becoming a priority in Vietnamese consumer habits, with 94% reporting experiencing the negative effects of climate change in their daily lives (compared to 88% regionally). Notably, 74% of Vietnamese consumers expressed willingness to pay up to 20% more for products made from recycled or sustainable materials and 85% would consider purchasing a hybrid or electric vehicle within the next three years.

The survey also revealed that Vietnamese consumers are relatively open to using artificial intelligence (AI) in low-risk activities but still prefer human interaction for complex transactions. Specifically, 69% said AI could assist in gathering product information, followed by providing product recommendations (63%) and supporting customer service (59%).

These global trends in technology and sustainability are offering practical opportunities for businesses to connect more deeply with consumers and drive sustainable growth.