More Vietnamese tighten spending, but 92% still willing to try new products: survey

Nguyen Cao Ngoc Dung, NielsenIQ's market development lead for Vietnam and the Philippines, said 57 percent of surveyed consumers in 2026 reported cutting back on spending, up from 43 percent in 2025.

Dung said Vietnam's fast-moving consumer goods sector grew 1.7 percent in 2025, but actual sales volume fell 1.1 percent, indicating that growth was driven mainly by higher prices rather than stronger demand.

Consumers are prioritizing essential goods, reducing luxury purchases, and cooking more meals at home to save money, she said. 

Many shoppers are also seeking discounts online and postponing non-essential spending.

Despite tighter budgets, NielsenIQ said 92 percent of Vietnamese consumers were still open to trying new brands or products if they matched their needs and offered appealing experiences. 

About 18,000 new consumer products were launched in the market over the past year, the company said.

The survey also showed that 86 percent of consumers prioritized product quality over price, while demand for healthier, lower-sugar, and personalized products continued to rise.

At the same event, sustainability consultants and business representatives said environmental, social, and governance standards were becoming increasingly important as export markets including the European Union, the United States, and Japan tightened supply chain and carbon reporting requirements.

Vu Kim Hanh, chairwoman of the High-Quality Vietnamese Goods Business Association, said sustainable development was no longer optional for companies seeking to remain competitive in global markets.