Consumer appliances experienced robust retail volume growth in 2025, driven by rising incomes and urbanisation. The industry was also marked by a steady shift towards energy-efficient and smart appliances, driven by increasing environmental awareness, reinforced by government regulations and the rising cost of energy. The competitive landscape remained moderately concentrated, with the top players retaining their lead despite the expansion of smaller brands. To succeed, manufacturers are betting

Large cooking appliances experienced solid retail volume growth in 2025, with urbanisation and the rising median disposable income per household driving demand. Key trends shaping the category include the rise of e-commerce, premiumisation, and the demand for smart features and sustainable products. Sales of large cooking appliances are expected to continue growing in Vietnam, driven by rising standards of living, the modernisation of households, and a growing middle-income population.

Small cooking appliances experienced moderate growth in retail volume terms and significant growth in retail current value terms in 2025, driven by rising disposable incomes and the desire for home cooking. The influence of social media, particularly TikTok, has been instrumental in driving sales through influencer partnerships and viral content. As consumers increasingly prioritise healthier and more convenient cooking options, manufacturers are focusing on developing products with advanced fea

Microwaves exhibited modest retail volume growth of 1% in 2025, along with higher current value growth, driven by demand for convenience, smart features, and premium products. The category is expected to remain attractive and maintain a slow and stable retail volume growth trend, due to the growing urban population and the increasing median disposable income per household. Manufacturers prioritising multifunctionality, sustainability, and energy efficiency are likely to gain a competitive advant

Refrigeration appliances in Vietnam demonstrated steady retail volume growth in 2025, driven by rising incomes and urbanisation. Fridge freezers dominated, with a particular surge in demand for basic inverter appliances. Refrigeration appliances is expected to continue to see volume growth during the forecast period, driven by increasing demand for convenient and modern home appliances with energy-saving technologies and stay-fresh features. To succeed, brands are expected to focus on affordabil

Personal care appliances Vietnam experienced significant retail volume growth in 2025, driven by increasing disposable incomes and rising demand for convenient, at-home grooming solutions. Hair care appliances emerged as the fastest growing category, helping it consolidated its position as the largest in volume terms. Personal care appliances is expected to continue expanding dynamically during the forecast period, with sales shaped by innovation in terms of advanced features, sustainability, an

Home laundry appliances in Vietnam demonstrated resilience in 2025, driven by consumers' increasing focus on energy and water savings, as well as rising disposable incomes. Retail volumes were dominated by automatic washing machines. As consumers prioritise sustainability and energy efficiency, manufacturers are responding with innovative products featuring smart and AI-powered technologies. Home laundry appliances is expected to continue growing in the forecast period, driven by increasing dema

Dishwashers experienced retail volume and current value growth in 2025, driven by rising household incomes, particularly in second-tier cities. This performance was also supported by increasing awareness of the benefits of dishwashers, including their water efficiency. The category is characterised by a concentration of top brands, with Bosch, Electrolux, and Malloca holding significant shares. With the median disposable income per household reaching VND202 million in 2025 and expected to expand

Food preparation appliances demonstrated resilience and saw retail volume growth in 2025, driven by the consumer preference for cooking at home, particularly among families with children, and the influence of social media and cooking videos. Consumers are investing in premium products with advanced features, such as high-speed blending and nutrient preservation. As the category continues to grow, driven by younger consumers seeking stylish and multifunctional appliances, brands are expected to f

Vacuum cleaners experienced robust retail volume growth in Vietnam in 2025,supported by rising disposable incomes and increasing awareness of health and hygiene standards, particularly concerning respiratory problems caused by fine dust. Within standard vacuum cleaners, while stick vacuum cleaners continued to dominate, handheld vacuum cleaners saw the fastest growth. Robotic vacuum cleaners also showed sustained growth, driven by tech-savvy young consumers in major cities, who are highly engage

Air conditioners demonstrated robust retail volume growth in Vietnam in 2025, driven by rising demand from rural and suburban areas, where incomes are improving and living standards are rising. Key trends shaping demand include the growing demand for energy-efficient, smart technologies, and the increasing importance of retail e-commerce as a sales channel. Air conditioners is expected to continue growing in the forecast period to 2030, supported by increased awareness of health and indoor air q

Vietnamese consumers continue to prioritise cost when making purchasing decisions, especially amid economic uncertainty. This has resulted in a growing preference for more affordable products, and in some cases, reduced consumption or a switch to alternative categories.

Cost remains a primary concern for Vietnamese consumers, especially during challenging economic periods. This has led some to opt for more affordable seafood, reduce overall consumption, or switch across categories to cheaper products. There has been increased interest in private label brands, reflecting growing price sensitivity in the market. Imported fish and seafood have faced higher prices due to tariff policies, international political events, and previous changes in trade relations, affec

Amid ongoing economic difficulties, Vietnamese consumers are particularly attentive to the cost of fruit, often opting for affordable, locally grown varieties that remain readily available even during downturns. This cost-conscious behaviour has resulted in some trading down from premium to less expensive items, as well as substituting between fruit categories to stretch household budgets. Local markets benefit from strong domestic production and seasonal abundance, making low-priced fruit a sta

Fresh food in Vietnam enjoyed healthy volume and value growth in 2025 despite a challenging economic and environmental climate. Local consumers continue to place a high value on fresh food, a wide range of which is widely available at affordable prices in local wet markets in the country.

Amid difficult economic times, consumers in Vietnam are becoming more focused on affordability, often choosing cheaper products and cutting back on their overall consumption. This environment creates opportunities for private label and lower-priced alternatives to gain category share. At the same time, higher-priced or imported items may see sales fall, especially if tariffs, trade disputes, or political factors push prices up. Domestic purchasing campaigns and boycotts of goods from certain reg

Consumers in Vietnam are highly sensitive to food prices, especially during periods of economic difficulty. This has led to a shift towards more affordable products, with some opting for private label brands or switching between food categories to save money. Imported products have seen price increases as a result of changing tariffs, political developments, and evolving trade relationships, while local campaigns supporting domestic purchases or boycotting certain imports have also influenced co

Although the category saw volume growth in 2025, local consumers are shifting towards less expensive sugar and sweeteners, reducing consumption, and substituting cheaper alternatives. There is a notable rise in interest in private label products as many seek greater value, and various external factors – such as tariffs, political events, and changing trade relations – affect the prices of imported goods. Local campaigns encouraging the purchase of domestic products and boycotts of goods from cer

Vietnamese consumers have become increasingly cost-conscious when purchasing nuts, especially during periods of economic difficulty. There is a noticeable trend towards opting for more affordable, locally produced nuts, which remain widely available and accessible. Imported varieties tend to be more vulnerable to price changes due to tariffs and shifting trade relations, whereas local products are often less affected. Campaigns encouraging support for domestic produce have further bolstered dema

Cost is a significant consideration for Vietnamese consumers, particularly during challenging economic periods. There is evidence of some consumers opting for less expensive meat products or reducing their overall consumption. Substitutions for cheaper alternatives across categories have been observed, and more affordable imported meat, mainly from countries such as India, Russia and the US, is gaining popularity due to its competitive pricing and comparable quality to local meat. At the same ti

Vietnamese consumers consistently prioritise affordability when purchasing vegetables, often opting for cheaper varieties and reducing their consumption of more expensive ones. This behaviour is reflected in the increased popularity of budget-friendly options and private label products. The category is sensitive to external influences such as tariff policies, geopolitical events, and local boycotts, which can impact the pricing and availability of imported vegetables. However, free trade agreeme

Apparel accessories in Vietnam saw restrained momentum as cautious spending led households to prioritise essential items, though targeted promotions and stronger travel activity helped sustain interest in specific products. Hats and caps performed comparatively well, supported by rising mobility and the need for practical, travelfriendly options, while other categories experienced softer demand. Looking ahead, growth is expected to be driven by rising digital engagement, visually led shopping be

Childrenswear in Vietnam recorded modest value growth in 2025 as families focused on essential purchases and relied heavily on promotions to manage household budgets. Demand was supported by large discount events and increased travel activity, which encouraged purchases for holidays and cultural occasions. Although spending remained selective, the category is expected to expand steadily over the forecast period, with baby and toddler wear, boys’ apparel and girls’ apparel all projected to record

In 2025, footwear in Vietnam achieved current value growth despite economic headwinds including inflation and cautious consumer spending. Promotional intensity, tourism recovery, and innovative products supported category resilience. The landscape remained highly fragmented, with international brands leveraging digital capabilities whilst local brands competed on price. Offline retail maintained its dominant share although digital channels grew through livestream commerce and social media platfo