5 key factors influencing Vietnam’s FMCG market in 2023

Vietnam’s consumer market is evolving rapidly, with new channel and technology players, more sophisticated shopper preferences and new product launches.
23 March 2023
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peter christou

General Manager, Worldpanel Division, Vietnam

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In 2022, FMCG in Vietnam grew by 5% in Urban 4 key cities and 11% in rural areas, primarily driven by rising prices. In the current global economic environment, inflation is expected to continue in Vietnam – putting pressure on both consumers and businesses. To stay competitive, brands must understand consumer priorities as well as how consumers rank the importance of each FMCG category when deciding what to buy and where to spend their money.

Despite recent headwinds from global inflation, Vietnam remains a promising market, with a robust GDP growth rate of 8.02% in 2022 - the highest of any Southeast Asian country. By 2030, the country is expected to be the world's tenth largest consumer market.

We’ve identified five major consumer trends that will shape the FMCG market in Vietnam in 2023.

1. FMCG growth stalling

In 2022, rising prices drove FMCG value growth while volume consumption in Urban 4 remained flat. Rural regions showed promising signs as FMCG volume picked up after a period of stagnancy in 2021.

2. Global economic slowdown: it gets worse before it gets better

The global economy is expected to continue to slow down before rebounding in 2024. In early 2023, with China’s reopening and strong demand from EU, the IMF raised its Global GDP forecast for 2023 from 2.7% to 2.9%, although this is slower growth than last year.

3. The future of online shopping

The emergence of TikTok shop and other technological advances will enhance the online shopping experience and fuel the growth of this channel.

4. Health and wellness as a lifestyle

Health is becoming a priority and key driver of FMCG purchases. More consumers are willing to pay more for products that offer health benefits or align with their wellness goals.

5. Momentum for a sustainable lifestyle

Sustainability is returning to the forefront of discussions among businesses, policy makers, and consumers in Vietnam. FMCG brands need to seize this opportunity to help consumers turn their desire to do good into action. Companies can differentiate themselves in the market and appeal to increasingly eco-conscious consumers by focusing on environmentally friendly practices and sustainable packaging solutions.

The way forward for brands

2023 will be a challenging year for Vietnam's FMCG market, but brands that are able to adapt to these trends and prioritise consumer needs will be well-positioned for growth. Talk to us to keep up to date with the latest consumer trends affecting your category, gain a competitive edge and capture a growing market in Vietnam.

Download our full report on the five prominent trends that will impact the FMCG market in 2023 on the right side of this article.

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