In 2024, Vietnam ranked 11th in terms of average gross income among Asia Pacific countries, with a 6.1% real increase in per capita disposable income driven by economic performance and increasing labour productivity. Tax and social security contributions were above the regional average, and income inequality remained a challenge, with the top 10% of households earning significantly more than the bottom 10%.

Retail volume sales of computers and peripherals in Vietnam declined by 5% in 2025, reaching 2.1 million units. This reduction was largely attributed to weak consumer demand due to maturity across most categories. Global economic uncertainty, coupled with significant economic restructuring within Vietnam, also led consumers to be more cautious with their spending, particularly on high-value items such as laptops, desktops, and tablets. These factors collectively contributed to a decline in overa

In 2025, retail volume sales of home audio and cinema in Vietnam declined by 2% to 349,000 units. This decrease was mainly attributed to the maturity of the category, and the fact that the economy faced significant challenges, leading to unpredictable consumer trends. In addition, retailers in major cities such as Hanoi and Ho Chi Minh tended to prioritise store space for other, more popular and profitable products, which also limited consumers' exposure to these products in physical stores. Mea

In 2025, retail volume sales of consumer electronics in Vietnam experienced a modest decline. This trend was primarily driven by the maturity and the saturation of key product categories, which have already achieved high penetration among the population. Despite Vietnam’s economy maintaining a stable GDP growth trajectory, inflationary pressures and broader economic uncertainty cast a shadow over the industry. Consumer confidence in income prospects weakened, leading many households to prioritis

Retail volume sales of mobile phones fell by 5% in Vietnam in 2025, reaching 13 million units. This decline was mainly attributed to high market penetration, with a significant proportion of the consumer base already owning a mobile phone, and therefore demand was mainly limited to replacement purchases. Despite the launch of new smartphone models, these devices also failed to provide compelling reasons for consumers to upgrade, leading to a decline in demand. Economic uncertainty worsened the s

In 2025, retail volume sales of imaging devices in Vietnam declined by 9%, reaching 126,000 units. This reduction and the low level of sales reflect a persistent shift in consumer behaviour, driven by the widespread adoption of advanced smartphone cameras. Smartphones are now often equipped with high-resolution sensors, AI enhancements, and built-in editing tools, which effectively meet the needs of most casual users. As a result, demand for stand-alone imaging devices remains largely confined t

In 2025, retail volume sales of in-car entertainment in Vietnam increased by 4% to 154,000 units, driven by a growing number of car owners. This growth was largely attributed to the introduction of more affordable car models priced under VND500 million by various automotive brands. Notably, VinFast made a significant impact with the launch of the VF3 model, priced at around VND300 million, effectively targeting middle-income consumers. The availability of flexible instalment payment options furt

Retail volume sales of portable players increased by 6% in 2025, reaching 187,000 units. This growth can be attributed to the enduring popularity of wireless speakers, which was the largest and best-performing category in 2025, with retail volume sales growing by 9% to 161,000 units. These devices continued to appeal to consumers for their convenience and ease of use. Consumers were attracted to features such as longer battery life, new technologies, and fashionable new colours. Some consumers a

In 2025, retail volume sales in home video in Vietnam fell by 18% to 1.6 million units. This decline was despite the country's notable success in major regional football events, such as securing the bronze medal in the men's football tournament at the SEA Games with a 3-1 victory over Myanmar, and winning gold in the women's football final against Thailand. The category encountered significant challenges, mainly due to the high penetration rate of televisions, and a shift in consumer priorities

In 2025, retail volume sales of wearable electronics in Vietnam saw an 8% increase, reaching 2.2 million units. This growth was driven by a heightened consumer focus on health and wellness, a trend that became more pronounced following the pandemic. Consumers in Vietnam demonstrated growing awareness of the importance of monitoring their fitness, heart rate, sleep quality, and overall wellbeing, leading to increased investment in smart technologies designed to track and improve their daily habit

Retail volume sales of wireless headphones grew by 5% in Vietnam in 2025, reaching 4.6 million units. This growth was primarily driven by the increasing prevalence of social media and the rising need for personal space to enjoy music or maintain focus at work. Younger consumers, in particular, have come to view wireless headphones as an essential accessory in the digital age. The shift towards hybrid work models and the expansion of freelance work further contributed to the surge in demand, as t

In 2024, total packaging retail volumes for hot drinks in Vietnam grew by 1% to reach 872 million units. This modest growth can be attributed to rising demand for coffee, and to a lesser extent tea, especially instant formats, which helped offset the minor decline in packaging volumes for other hot drinks. Cost-of-living pressures and a growing search for affordability influenced consumer preferences, leading to a shift towards more cost-effective and convenient pack types and sizes. Investments

In 2024, soft drinks packaging volumes in Vietnam increased by 6% to 11 billion units, a notable rise driven by several strategic initiatives from beverage companies. Suntory PepsiCo Vietnam Beverage, for instance, announced plans to boost production capacity at its B?c Ninh facility by 65%, ramping up annual output from 500 million to 825 million litres through the introduction of a new production line scheduled for Q1 2025. This expansion primarily focused on increasing volumes of carbonated a

In 2025, sugar confectionery in Vietnam is recording strong current value growth coupled with solid volume gains - a significant improvement compared to 2024. Brands have intensified their focus on innovation and digital engagement, primarily targeting children and young adults as their core consumer groups. Recognising the influential role of social media in shaping consumer trends, companies are investing in l creative campaigns aimed at generating viral attention and increasing brand visibili

Chocolate confectionery in Vietnam has been experiencing significant pressures over 2024 and 2025, primarily driven by rising cacao prices and economic uncertainty. The price of cacao has dramatically, doubling to VND260,000 per kg, substantially increasing production costs for leading chocolate brands. These higher input costs are being passed on to consumers through increased retail prices, making chocolate - often perceived as a premium snack - less affordable to price-sensitive consumers.

Gum in Vietnam is enjoying a modest recovery in 2025, reversing the recent period of decline with growth primarily driven by chewing gum. The rebound is underpinned by chewing gum’s strong association with fresh breath - a benefit highly valued in Vietnam’s culinary culture, where meals often incorporate intensely flavoured ingredients such as fish sauce and garlic. This cultural habit, particularly prevalent among working adults, supports sales as chewing gum consumption after meals remains com

In 2025, savoury snacks in Vietnam is enjoying strong growth, driven by a diverse range of products appealing to consumers across all age groups and regions. The category’s popularity spans both daily consumption and special occasions, notably during festive events such as the Vietnamese Lunar New Year, when savoury snacks feature prominently in family gatherings. Among savoury snack types, puffed snacks accounts for the largest share of retail volume sales, benefitting from broad appeal across

Sweet biscuits, snack bars and fruit snacks in Vietnam is enjoying significant recovery in 2025, reversing two years of subdued performance. This improvement is largely driven by the strengthening economic outlook, as rising consumer confidence translates into greater spending on indulgent and innovative snacks, particularly among younger demographics. Brands are swiftly capitalising on these conditions, introducing new flavours and visually appealing packaging to attract consumer attention. Not

In 2025, snacks in Vietnam’s snack is enjoying strong current value growth coupled with solid volume gains, marking an improvement compared to the previous year. This growth is underpinned by the country’s forecasted economic recovery, driven by significant GDP expansion. Players in snacks are leveraging emerging opportunities stemming from evolving consumer preferences, new occasions for consumption and the increased frequency of shared impulse purchases. A dynamic market environment is stimula

In 2025, retail volume sales of ice cream in Vietnam are recording notable recovery following two consecutive years of decline linked to challenging economic conditions. This rebound is driven largely by ice cream’s enduring popularity among local consumers seeking relief from the country’s hot and humid climate. A key factor here is the emergence of Aice, a brand from Aice Yummy Vietnam, which has quickly advanced to third place in brand rankings. Aice differentiates itself by offering smaller,

Wine in Vietnam witnessed a moderate increase in sales during 2024, reflecting its solid performance despite the economic challenges in the country and pressures on local producers. The upward trend in sales can be attributed to the growing influence of Western cultures in Vietnam. Indeed, a growing number of consumers from middle and high-income classes are developing a habit of drinking and enjoying wine, especially with their meals.

Alcoholic drinks in Vietnam witnessed marginal decline in volume sales over 2024, although this was a marked improvement on the previous year. Consumption was impacted by the stricter enforcement by the Vietnamese government of Decree 100, which imposes heavy sanctions for those driving under the influence of alcohol. Alcoholic drinks consumption in on-trade establishments has been curtailed by this legislation, with volume sales still well below pre-pandemic levels. Beer in particular, suffered

Spirits in Vietnam saw a moderate decline in volume sales over 2024, due to the weak performance of local white spirits as many consumers faced high costs of living. Local white spirits is the largest category and are mainly purchased by low-income consumers who were hit hard by the economic downturn in Vietnam. The country’s zero tolerance legislation on drink driving also continued to negatively impact on-trade volume sales due to greater enforcement from the police. As the largest spirits cat

Cider/perry sales in Vietnam witnessed a significant slowdown in sales over 2024 in line with its maturity, although cider/perry has become more popular in recent years. On-trade sales of cider declined amid stricter enforcement of the Decree 100 drink-driving law, which led to a drop in on-trade cider consumption. Overall, cider/perry products have a light, refreshing taste with fruit flavours that appeal to young adults. Key players such as Heineken Vietnam Brewery Co Ltd continuously run mark