Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, nappies/diapers/pants in Vietnam delivered robust growth, with retail volume reaching 3.7 billion units, up 6% from the previous year. This performance was underpinned by rising urbanisation, increasing disposable incomes, and a strong shift from traditional cloth nappies to premium disposable formats. The Vietnamese population continues to expand, reaching 102 million in 2025, but more notably, the population aged 0–3 was 5.5 million, providing a substantial consumer base despite a gra

Vietnam’s menstrual care market saw a strong performance in 2025, with retail volume sales reaching 6.1 billion units and value sales of VND11,739.6 billion. The annual retail volume increase of 2% reflects steady demand, while value growth of 2% points to ongoing premiumisation, despite a slight deceleration from the previous year. This growth stands out in the regional context, where many Asia Pacific markets have experienced more moderate expansion or price sensitivity, especially as inflatio

Retail value sales of wipes reached VND347.1 billion in 2025, representing a 6% increase over 2024. This robust growth aligned with the continued rise in consumer expenditure in Vietnam. The wipes category outperformed many fast-moving consumer goods categories in the region, with it benefiting from rapid urbanisation, a growing population of 102 million, and real GDP growth of 8% in 2025. The category’s expansion was also driven by rising urban incomes, greater attention to hygiene, and a grow

Away-from-home tissue and hygiene in Vietnam maintained robust growth in 2025, with value sales rising 6% to VND761.4 billion, outperforming the regional context and continuing the post-pandemic rebound observed since 2022. This performance was underpinned by the sustained reopening of offices, restaurants, cafés, clinics, and schools, which drove up demand for affordable hygiene solutions as public activity and institutional hygiene requirements increased. The Vietnamese population continues on

Vietnam’s tissue and hygiene market demonstrated robust momentum in 2025, with retail sales rising 6% year-on-year to VND58,562.6 billion in current terms, underpinned by a stable inflation rate of 3%, 8% GDP growth, and increased consumer spending power. The market remains highly attractive for investors, with leading players leveraging local manufacturing improvements, digital channels, and sustainability-led innovation to capture expanding demand among both younger and ageing demographics. Su

Retail tissue in Vietnam registered a robust performance in 2025, driven by continued growth in both retail volume and value. Retail volume reached 255,000 tonnes in 2025, representing year-on-year growth of 5%. Meanwhile, retail value grew 7% to VND21,145.9 billion. This growth reflects the positive impact of rising disposable incomes, which increased alongside growth in the total population, which reached 102 million in 2025. Real GDP growth also accelerated to 8% in 2025, supporting greater c

Retail adult incontinence in Vietnam recorded robust growth in 2025, with retail volume sales reaching 193 million units, up 7% compared to the previous year. This performance demonstrates sustained momentum, supported by rising consumer awareness and increasing adoption, particularly among price-sensitive older consumers. The category also grew by 8% in current value terms to VND1,678.5 billion, buoyed by real GDP growth of 8% and a growing population, which reached 102 million in 2025. Another

The home care market in Vietnam demonstrated steady growth in 2025. Retail value sales rose by 3%?in current terms to VND47,906 billion, driven by increasing consumer spending power and attention to hygiene and cleanliness. The market is expected to continue growing, driven by rising hygiene awareness, higher living standards, and evolving household habits. Consumers are increasingly seeking convenient, effective, and time-saving products made with natural or bio-based ingredients. To succeed in

In 2025, the surface care category in Vietnam experienced growth driven by higher income levels and better living standards. The retail value of surface care reached VND3,488 billion, representing 5% growth in current terms from the previous year. This growth is attributed to consumers using more specific products to achieve a higher level of cleanliness, making surface care an important part of their daily cleaning routines.

Toilet care in Vietnam is expected to continue growing steadily in 2025, supported by consumers' increasing focus on hygiene and higher living standards. Retail value sales of toilet care products reached VND1,979 billion in 2025, representing 4% growth in current terms from the previous year. This growth is attributed to the rising awareness of hygiene among consumers, who are now more inclined towards products that not only clean effectively but also provide pleasant scents and are easy to use

The air care market in Vietnam maintained steady growth in 2025, driven by improving incomes and living standards. The median disposable income per household in Vietnam reached VND208 million in 2025, up from VND190 million in 2024. This indicates a growing ability to spend on discretionary products like air care. Retail value sales of air care products in Vietnam were VND948 billion in 2025, representing a 6% increase in current terms from the previous year.

The laundry care market in Vietnam continued to grow steadily in 2025. Growth was driven by consumers' higher hygiene standards and the increasing ownership of washing machines, especially in rural areas. This growth is reflected in the retail value of laundry care, which reached VND25,726 billion in 2025, representing a 1% increase in current terms from the previous year. The demand for liquid and powder detergents designed for washing machines is rising, while the use of traditional hand-wash

In 2025, polishes in Vietnam maintained steady growth, driven by traditional cleaning habits during the Tet holiday. The retail value of polishes reached VND341 billion, representing a 5% increase in current terms. This growth is attributed to the cultural significance of thorough household cleaning and furniture polishing during Tet.

In 2025, the bleach market in Vietnam experienced stable growth, with a retail value of VND198 billion and a retail volume of 7 million litres. The median disposable income per household in Vietnam was VND208 million, up from VND190 million in 2024. This indicates a steady economic condition that supports household spending on essential cleaning products like bleach.

In 2025, home insecticides in Vietnam maintained steady growth, driven by efforts from both the government and key market players to raise consumer awareness about the seriousness of dengue fever and the importance of prevention. The country recorded about 106,000 dengue cases by the end of September 2025, marking a 20% increase compared with the same period last year. This sharp rise has made consumers more aware of the seriousness of dengue, leading many to prefer effective home insecticides a

In 2025, the dishwashing category in Vietnam saw steady growth, driven by consumers' preference for cooking at home to ensure food safety and reduce expenses. The rise of private label products and local brands supported this growth by offering affordable options that reached consumers across all provinces. The total retail value of dishwashing products reached VND10,438 billion in 2025, representing a 5% increase in current terms from the previous year.

Consumer foodservice by location continued to evolve significantly in 2025, shaped by Vietnam’s tourism recovery, rapid urbanisation and ongoing expansion of modern commercial infrastructure. Travel locations experienced particularly strong growth, supported by a sharp increase in both international and domestic travel. Vietnam benefited from favourable visa policies, increased international flight connectivity and active government promotion of tourism, which together stimulated visitor arrival

Full-service restaurants recorded moderate current value growth in 2025, although performance reflected mixed consumer sentiment amid economic uncertainty. While inflationary pressures and cautious spending behaviour led some consumers to reduce the frequency of dining out, many continued to prioritise restaurant visits for social gatherings, family occasions and celebrations. As a result, average transaction values increased, supporting overall value growth despite slower expansion in outlet nu

Street stalls/kiosks recorded modest current value growth in 2025, supported by their deep cultural integration, strong accessibility and affordability. This format remains a fundamental pillar of Vietnam’s foodservice landscape, offering quick and convenient food and beverage options that are well suited to the country’s fast-paced urban lifestyles and highly mobile population.

Consumer foodservice in Vietnam recorded solid growth in 2025, with value sales rising by 5% in current terms to VND678 trillion. The industry continued to recover from the impact of the pandemic and economic slowdown, supported by the strong cultural habit of eating out, particularly among younger consumers. Tourism also rebounded strongly in 2025, boosting demand across multiple foodservice channels. However, rising inflation and increasing operating costs, including labour, rent and ingredien

Cafés/bars recorded solid current value growth in 2025, underpinned by Vietnam’s deeply embedded coffee and tea culture and the category’s central role in everyday life. Beverage consumption in Vietnam extends well beyond refreshment; it is closely tied to social interaction, work routines and lifestyle identity. Coffee shops and tea outlets function as multi-purpose spaces where consumers meet friends, conduct informal business discussions, study, work remotely or simply relax.

Limited-service restaurants continued to record positive growth in 2025, supported by strong consumer demand for convenient, affordable and consistent meal solutions. Despite ongoing economic pressures and cautious consumer spending, limited-service restaurants benefited from their positioning as accessible and value-for-money dining options, making them attractive to a broad consumer base.

Financial cards and payments witnessed strong growth in 2025 spearheaded by the government’s push towards a cashless society and legislative changes requiring bank accounts to be linked with VNeID, the country’s national digital ID system. A raft of promotional offers have been used to encourage regular and heavier use of financial cards, often tying into broader campaigns such as Cashless Day 2025. Rapid growth in e-commerce is also playing a key role, with online payments for goods and service