Vietnam shifts spending priorities as consumers favor quality and sustainability

Younger urban consumers are leading the shift toward premium, ethical products.

Vietnamese consumers are showing strong optimism and shifting toward quality- and sustainability-driven spending.

According to Roland Berger’s Asia Consumer Study 2026, Vietnamese consumers rank amongst the most optimistic in Asia, with 70% expressing a positive outlook on the future.

This confidence is underpinned by robust economic performance, including real GDP growth of around 6% over the past year. Income stability also plays a role, with only 6% of consumers expecting a decline in earnings—the lowest rate in the region.

Over the next two years, 63% of consumers plan to increase spending on groceries, whilst 51% intend to spend more on clothing and 50% on personal care products.

Approximately 73% of consumers say they prioritise quality and brand reputation over price—one of the highest proportions in Asia. This trend is especially evident among younger, urban, and educated shoppers, who are fueling demand for premium products that offer clear differentiation.

Sustainability is also emerging as a critical factor in purchasing decisions. More than 58% of consumers report that environmental considerations, including a brand’s carbon footprint, influence their choices—the highest level recorded in the region.

This growing awareness is driving demand for eco-friendly packaging, ethical sourcing, and locally crafted goods.

Younger generations, particularly Millennials and Gen Z in urban areas, are leading this shift. They increasingly favor brands that demonstrate transparency, social responsibility, and a commitment to sustainable practices.

The report said this presents an opportunity for companies to differentiate themselves through authentic storytelling and partnerships with local artisans or ethical suppliers.

In the luxury segment, similar patterns are evident. About 71% of Vietnamese luxury consumers prioritise quality and brand reputation, whilst half consider sustainability an important factor in their purchases.

Notably, only a small proportion of buyers are motivated by status or peer influence. Just 4% identify as “status-driven,” the lowest share in Asia, and only 10% say their purchasing decisions are influenced by others.

Meanwhile, 34% of consumers identify as tradition-oriented, favoring established values.

Brands are advised to focus on quality, sustainability, and cultural relevance rather than status signaling.