Vietnam’s mother care and baby care are shaped by the convergence of modern science, deep cultural tradition, and empowered digital choices. Today’s Vietnamese mothers are no longer just caregivers. They are informed, discerning, and emotionally invested decision-makers whose preferences reshape the entire mother-and-baby landscape. Understanding their evolving needs and behaviours is no longer optional for brands; it’s essential.

Modern Vietnamese parenting: ambitious, emotional and digital

Vietnamese parenting styles today are more diverse than ever. One out of threeidentifies as a tiger mum, emphasising structure, discipline, and performance. In contrast, one out of four aligns with the discovery mum mindset, prioritising creativity, emotional development, and experiential learning.

This shift illustrates the increasing complexity of parenting identities in Vietnam. No longer limited to a single style, today’s mums move fluidly between multiple approaches depending on the child’s life stage, environment, and peer influence. Brands that want to truly connect need to recognise these differences and speak to the structure some mums value and the spontaneity others embrace.

Moreover, digital access has become central to parenting. Vietnamese mums rely on their smartphones for much more than shopping. They turn to them for health advice, parenting tips and emotional connection through online communities and platforms like Facebook and TikTok.

Mum’s shopping behaviour in Vietnam is trust-led and digitally-driven

Mum’s shopping behaviour in Vietnam continues to evolve rapidly. In 2025, over 70% of mums purchase baby categories online, including hygiene care, formula and diapers. Yet, while digital convenience dominates, trust remains the ultimate driver of consumer choice.

Chain stores like Con Cungstill hold strong offline appeal, but brand and store official stores on e-commerce like Shopee are now the gold standard for reliability.
In Hanoi, where mums are more likely to follow influencer advice and shop digitally, 63% of mothers have bought a product based on a KOL recommendation.

Purchasing decisions are no longer transactional; they’re emotional and value-driven. Authenticity, user reviews, and visible safety certifications are more persuasive than traditional advertising.

Baby care consumer insights: The emotional logic behind choices

Baby care consumer insights reveal that Vietnamese mums balance logic and love regarding product selection. Whether choosing a formula brand or postnatal vitamins, decisions are informed by a triad of factors:

Health and development goals: Mums prioritise long-term benefits like brain development, immunity, and digestion.
Emotional connection: A product must feel safe, nurturing, and aligned with the mother’s self-image.
Social influence: Peer reviews, community endorsements, and influencer shout-outs guide final choices.

Postnatal care offers a perfect example. 59% of mothers combine traditional herbal remedies (like belly wraps, herbal wine, and steamed infusions) with modern solutions like multivitamins, lactation boosters, and massage therapy. Emotional well-being is just as important as physical recovery.

Vietnamese parenting styles by city: A mosaic of regional differences

Each region reveals distinct consumer behaviours and parenting values:

Hanoi: High trust in public education and substantial influencer impact.
HCMC: Balances modern science with emotional parenting; openness to premium innovations.
Danang: Growing reliance on websites, Facebook pages, and forums regarding parenting advice and information sources.
Can Tho: Price-sensitive yet digitally engaged. Local brands can gain loyalty through value-driven messaging.

Brands must segment by child age and income, whilst localising strategies by region. This includes tailoring product formats, advertising tone, packaging, and distribution methods.

Strategic recommendations for mother care and baby care brands in Vietnam

1. Segment your messaging by Vietnamese parenting styles

Tiger mums are driven by performance and structure, often looking for brands that support achievement and measurable development.
Discovery mums value creativity and emotional growth, responding well to messages that highlight exploration, bonding, and learning through experience

2. Align content with child life stage

Brands must evolve their content and offerings as the child grows:

Newborn: formula, hygiene care, postnatal kits.
Infant: toys, feeding accessories, vitamins.
Toddler: learning apps, books, and emotional and social development tools.

3. Combine authority and peer validation

Use both doctor-led endorsements and relatable mum voices. The hybrid model bridges science with story.

4. Prioritise convenience and customisation

Time-saving products like portable breast pumps, ready-made confinement kits, and subscription services resonate well with busy, digitally native mums.

Forecasting what’s next in the Vietnam mother care and baby care market

Looking ahead, several macro-trends are likely to dominate this category:

Edtech and early learning integration: The push for creativity, English fluency, and STEM development begins at home.
Digital-first parenting support: More mums use online consultations, apps, and AI tools for personalised parenting advice.
Emotional storytelling wins: Mothers want to feel empowered, not judged. Authenticity, not perfection, builds loyalty.

These shifts indicate that the Vietnamese mother care and baby care market will become more connected, conscious, and community-driven in the years ahead.

Why Vietnam mother care and baby care matter more than ever

Vietnamese mothers are redefining what it means to care for their children, blending love with logic, emotion with science, and tradition with innovation. From understanding Vietnamese parenting styles to adapting to evolving mum shopping behaviour in Vietnam, brands must offer more than just products. They must provide meaning, trust, and reassurance.

This is the moment to invest, listen, and build relationships that last through every parenting stage.

Unlock deeper insights

Want to explore deeper category-level insights, such as diapers, formula, and early education? Visit AskCimigo and interrogate the report with our AI assistant.

Cimigo’s Vietnam mother care and baby care report is available on the AskCimigo consumer intelligence platform. Subscribe for detailed market analysis and actionable strategies for winning the hearts of modern Vietnamese mothers.

Unlock the Vietnam mother care and baby care report, interactive dashboards and AI interrogation by subscribing for only VND 5,999,000 / month (US$265 / month), including access to many more reports and interactive dashboards.

If you have any questions or specific needs, please get in touch with us at ask@cimigo.com.

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