Changes in Vietnamese consumer behaviour during Covid

Cimigo
Jul 05, 2021

Changes in Vietnamese consumer behaviour during Covid have intensified during the series of city-wide social distancing measures that have impacted cities across Vietnam in late May and June 2021. This article explores the key changes impacting consumer dynamics in Vietnam.

Richard Burrage

8 minute read

changes in Vietnamese consumer behaviour

Summary of changes in Vietnamese consumer behaviour during Covid

Household financial pressure puts the brakes on Vietnamese consumer discretionary expenditure. One of the most prominent changes in Vietnamese consumer behaviour is apparent in consumers seeking value for money propositions to reduce the stress on their household budgets.

Vietnamese consumers are holding back long-planned purchases and delaying them until their confidence in their income stability returns.  Some changes in Vietnamese consumer behaviour are forced on consumers through social distancing measures. Consumers are not able to spend on out-of-home entertainment, eating out-of-home nor enjoy spa and beauty services.

The winners from changes in Vietnamese consumer behaviour continue to be online shopping platforms, which have further propelled delivery and ride-sharing services. The desire to be contactless and the convenience of mobile payments in Vietnam is diminishing the use of cash on delivery, slightly, a push that e-payments really need.

Temporary positive changes in Vietnamese consumer behaviour exist for numerous fast-moving consumer products relating to hygiene and preventing transmission.  As and when Covid dissipates these categories will reverse to their typical growth trajectories last seen in 2019.

1. Vietnam economy 2021 YTD performance Q2 2021

Changes in Vietnamese consumer behaviourSome households have been hard hit with job losses and lower household income for most households.  Whilst the economy continues to grow in the first half of 2021, household incomes are taking a harder hit than they experienced in 2020.

2. Household financial pressure puts brakes on Vietnamese consumer discretionary expenditure

Changes in Vietnamese consumer behaviourWhilst many, but not all, parts of the manufacturing economy continue to function; trade, services, hospitality and tourism have been curtailed.  In 2020  Cimgio reported that the pandemic had reduced annual household incomes by an average of 12%. Job losses have already doubled those experienced in 2020.   As of July 1st 2021 Cimigo anticipate the impact will be harsher than 2020 on household incomes, impacting both savings and expenditure.    All discretionary expenditure is being re-evaluated.

3. Covid paramount concern to 7 in 10 Vietnamese consumers

Cimigo’s survey of the digital generation aged 16 to 29, across rural and urban Vietnam in May 2021 found that protecting Vietnam from Covid was the number one concern by a large margin.

4. Vietnamese consumers seeking better value

Vietnam household income shortfalls derailed the historic premiumisation trends of consumer-packaged goods.  One of the most prominent changes in Vietnamese consumer behaviour is apparent in consumers seeking value for money propositions to reduce the stress on their household budgets. Down trading in consumer-packaged goods will continue strongly through 2021. Consumer packaged goods (CPG) are experiencing significant down trading, as consumers are thrifty with their expenditure.

5. Vietnamese consumers delay high ticket purchases

Changes in Vietnamese consumer behaviourIn 2020 the changes in Vietnamese consumer outlook led to the delay of purchasing new or replacement high ticket price purchases.  This has re-emerged as consumers hold back long-planned purchases and delay them until confidence in their income stability returns.  Apartments, motor vehicles (2 and 4 wheels), home appliances, electronic devices and home furnishing purchases are all further delayed.

6. Vietnamese domestic tourism and consumer out-of-home expenditure is shut down

Changes in Vietnamese consumer behaviourSome changes in Vietnamese consumer behaviour are forced on consumers through social distancing measures.  Domestic tourism (the one remaining lifeline for the travel and tourism industry since borders were closed to inbound tourists) can no longer travel easily domestically. Most consumer-facing service businesses have already lost six weeks of trading, as they have been subject to more stringent regulations.  Consumers are not able to spend on out-of-home entertainment, eating out-of-home nor enjoy spa and beauty services.

7. Vietnamese online shopping platforms are the biggest winner from changes in Vietnamese consumer behaviour

Changes in Vietnamese consumer behaviourThe winners from changes in Vietnamese consumer dynamics continue to be online shopping platforms that have already expanded penetration, transaction volumes and “basket’ size over 2020, propelling a massive 54% increase in e-commerce sales in Vietnam in 2020. This ensues with Covid proving a helping push, it has helped the channel build both consumer familiarity, trust and right now dependency.

8. Delivery and ride-sharing have been accelerated by changes in Vietnamese consumer behaviour

Changes in Vietnamese consumer behaviourMost service and trading businesses have been working from home. This along with the stratospheric rise in e-commerce has further propelled delivery and ride-sharing services on both the demand side and also the expansion of existing players and the entry of new players.

Both online gaming and content streaming through the likes of YouTube, TikTok and Qiy have accelerated as consumers have spent less time out of home and more time on their smartphones.

9. E-wallets have benefited from changes in Vietnamese consumer behaviour

Changes in Vietnamese consumer behaviourThe desire to be contactless and the convenience of mobile payments in Vietnam is diminishing the use of cash on delivery slightly, a push that e-payments really need.  The vast majority of shoppers prefer cash on delivery for the control this affords the consumer should products not meet expectations.

10. Temporary changes in Vietnamese consumer behaviour

Changes in Vietnamese consumer behaviourNumerous fast-moving consumer products relating to hygiene and preventing transmission have experienced strong growth during the pandemic. These include hand sanitiser, masks, even regular bar and liquid soap, body wash and following rumours of Covid festering in our throats, mouthwash.

The following categories have seen a tremendous upside as a result of Covid.

  1. Food and beverage delivery.
  2. Hoarding of consumer-packaged foods in case of stay-at-home orders.
  3. Health supplements to maintain health and build stronger immunity.
  4. Books and stationery for home entertainment and schooling.
  5. Electrical accessories to enable better in-home streaming entertainment and gaming.
  6. Sports apparel to embrace healthier lifestyle choices.

As and when Covid dissipates these categories will reverse to their typical growth trajectories last seen in 2019.

11. Start marketing planning now to stay ahead of the big bounce back

Changes in Vietnamese consumer behaviour

Read Cimigo’s approach on marketing planning to stay ahead of the big bounce back.  The pandemic has forced changes in consumer behaviour.  Life will not return to normal, a new normal will evolve with new habits and rituals. Consumer mindsets and behaviours have changed, some will be temporary but others will become permanent.  These changes will need to be rapidly understood and your product, price, positioning and channel will need to be adjusted.

Contact us at ask@cimigo.com if you need help.

 

 

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Cimigo is one of the top research companies in Vietnam that provides very good services and actionable insights. We have the pleasure of working with Cimigo. With extensive knowledge of Vietnamese consumers, Cimigo keeps bringing value to our company. We look forward to working with them in the future.

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Cimigo conducted a large, nationally representative demand forecasting study in Vietnam for us, including a discreet choice component, to assess demand for potential new male contraceptives in development to support funding decisions by The Bill & Melinda Gates Foundation. The research was additionally complex by linking interviews with men and separate interviews with their female partners. The Cimigo team was were professional, knowledgeable and adaptive through the process of understanding our needs and collaborating to find solutions that would work, resulting in a very successful study.

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I've had the pleasure to work with Richard and Cimigo over many years and across multiple markets. Cimigo was a key partner in our business decision making process including market entry strategy, brand positioning development, shopper insights, brand equity tracking, and consumer need state segmentation development. The Cimigo team are local market experts who understand consumer culture like no other. I would highly recommend them.

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Cimigo is our go-to agency in Indonesia. They're great collaborators, work hard to meet our deliverables, and are a joy to work with.

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Cimigo is the research agency that I appreciate for their expertise and customer service. Cimigo understand well the business context for each of project hence they can design the research to best fit with the objectives. The optimization on methodologies, sample size and questionnaire bring the value to the projects I have worked with them. Cimigo can go beyond data and give me valuable insights for each of research projects based on their knowledge and experience with the industry. All of these support me well to navigate the brand strategy in short term and long term.

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We partnered with Cimigo on assessing TET campaign launch focusing on improving booking through our platform. Cimigo, provided its customized campaign evaluation technique based on Cimigo Online Communities that fully meets our requirement in terms of type of respondents and expected timelines. The report provided insightful findings with benchmarks to identify the next course of action for launching the campaign. We will recommend Cimigo team and its Online communities for its quality reporting and scale of coverage.

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Cido have worked with Cimigo in Vietnam for more than 10 years. All our projects, both qualitative and quantitative, have been delivered in a timely manner with a high standard of quality throughout. Cimigo’s client service team has provided great support over the years which has ensured smooth project execution and helped us to deliver work on time and exceed our client’s expectations.

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I have partnered with Cimigo over the past 15 years. Most recently Cimigo engaged us to collaborate on an unusually tough new product development project, which was akin to selling ice to Eskimos. Cimigo bought alive the consumer, her shopping journey, her cooking rituals and potential brand promises. Cimigo inspired our creative team to build alternate brand propositions and accompanying package designs. Cimigo then went back to consumers to evaluate, iterate and optimise these in focus groups. The Doodle team were able to observe this process and subtly adjust the expression of the brand between focus groups. The result of this great collaboration was a winning brand proposition and packaging design that hit consumer needs head on whilst appealing to their hearts.

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We have worked together with Cimigo many times. The findings from Cimigo are factual, accurate & reliable. They deliver value from the voice of our customer so we can easily determine the next step. Working with Cimigo feels like not only building a partnership but a sense of family. Very amazing to work with Cimigo, they always go beyond our expectations.

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Cimigo digs deep to understand the key issues we need to address. Then, they quickly customize a highly suitable research approach to provide us the insights we need to achieve our breakthrough business targets. From tough questions to aha answers in just a few easy conversations!

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Our relationship with Cimigo goes back many years. We engaged Cimigo to provide an independent view on what our customers and potential customers think of our company. The insights from Cimigo were very helpful for us to better understand the Vietnam market and also in developing our brand manifesto.

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As a creative director I have used the services of Cimigo for the past 15 years when developing communications, so I know their style, innovations and resources well. Most recently we tested copy for print, out of home and digital communications to put an Australian colloquialism into a Vietnamese context. A job and budget so small I felt it was highly likely to fall through the cracks. I was astounded at their incredible response. From their advice and style of how we should present the stimulus material, to their cross-reference manoeuvres used in the testing. Their over-delivering response, was to an embarrassing level. We walked away with a clear winner and could present back to our client with confidence and clarity. Cimigo made us look great. Plus they even threw in a few extra insights on the awareness and perception of the product in Vietnam.

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I want to thank you again for your help and the great job the Cimigo team did in the home appliance project! The moderation was super and organisation upfront was also perfect.

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We have worked with Cimigo recently and highly recommend them. Cimigo have made great recommendations on the price elasticity.

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Cimigo designed a customer experience programme for Coats that reached into Vietnamese, Chinese and Korean customers across various levels of seniority. Cimigo instilled the importance of the voice of the customer within our executive committee. This led to fundamental changes in our structure, services and speed to market. Significant investments were made behind these improvement programmes, for example in reducing delivery times and in managing specialised custom orders, which in turn have led to improved revenue streams and higher margin sales.

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Cimigo - The best “Glocal” market research firm in Vietnam with whom we have developed a great partnership since many years. While the quality of research and findings are of top standard, the added advantage being the local insights that Richard and his team are able to provide in helping us make important decisions.

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I respect Cimigo not only because of their dedication, meticulousness, and high-quality services but also how much they care about the local community here. I proposed the idea of doing a survey with the digital young generation on the topic of social impact and leadership. I wanted to identify, shape, and develop our content so that could really speak to the heart of the problems and empower young Vietnamese to take action on social impact in Vietnam. The Cimigo team agreed pro-bono to help without hesitation. The research findings are truly helpful in providing us a deeper understanding of our targeted audiences, what they need and are concerned about in life. The results show us how we can help them to achieve their goals and dreams. It is no longer a shot in the dark!

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Pharmacity started a Brand Health Check with Cimigo in 2020 and we were immediately impressed with their great consultancy and supportive spirit. The study had interesting analysis and insights which helped us efficiently shape the marketing plan and direction moving forward. We are now working with Cimigo on a tracking basis to continuously monitor and foster our brand performance.

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I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us.

Geert Heestermans - Marketing Director

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Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that.

Louise Knox - Consumer Technical Insights

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Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. Cimigo did a great job. Thank you for your patience and perseverance with getting this off the ground.

Aimee Shear - Senior Research Executive

We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.
We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again.

Dennis Kurnia - Head of Consumer Insights

Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found Cimigo to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with Cimigo fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.
Over the last 5 years I have worked with Cimigo on a wide array of projects, ranging from market segmentation to product testing. At all times, I found Cimigo to be swift in response and providing high quality insights and business recommendations applicable to our business. Furthermore, I am satisfied with Cimigo fieldwork quality despite the crunched timeline that we had in some projects. Overall, I highly recommend Cimigo for their professionalism.

Tania Desela - Senior Product Manager

It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo.
It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo.

Thu Phung - CTI Manager

Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."
Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."

Linda Yeoh - CMI Manager

We have worked with Cimigo over 2 projects in Vietnam. Cimigo has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Cimigo team for supporting us.
We have worked with Cimigo over 2 projects in Vietnam. Cimigo has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Cimigo team for supporting us.