Consumer Report Vietnam 2025
Discover how Vietnam’s consumers navigated 2024 and their expectations for 2025 across key topics.
Market Research Vietnam
Want to know everything about what Vietnamese people think and feel?
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Use our survey builder to recruit respondents from anywhere in Vietnam or bring in your own respondents.
- Build a survey in minutes with AI
- Target by demographics and interests
- Survey the population in Vietnamese or English
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How to Start Survey Research in Vietnam
Survey the Vietnamese population for your market research and get reliable results in as fast as 1 day.
1. Select a scenario or DIY
Get started with a marketing scenario, or build your own research from scratch, with AI support if needed.
2. Recruit participants
Select your target audience anywhere in Vietnam and beyond from our panel or share with your own users.
3. Explore your results
Your data is ready: visualized, customizable, and shareable. Use AI to help you analyze your results along the way.
Market Overview
Vietnam at a Glance
Vietnam’s economy and consumer landscape continue to expand rapidly, driven by strong exports, digital adoption, and tourism recovery. Below you’ll find up-to-date insights across economy, trade, tourism, internet, and social media. For deeper consumer sentiment and behavior insights, see our Consumer Report Vietnam 2025.
Economy of Vietnam 2025
Vietnam’s GDP reached USD 476.3 billion in 2024, up 7.09% year‑on‑year (Trading Economics).
The government is targeting further growth of 8–8.5% in 2025. GDP per capita stood at USD 4,700 in 2024, with projections to exceed USD 4,800 in 2025.
Key economic drivers include electronics manufacturing, foreign direct investment (FDI), agriculture (rice, coffee, seafood), and services (tourism, finance).
Foreign Trade in Vietnam
Total trade turnover hit USD 786.3B in 2024, with exports at USD 405.5B and imports at USD 380.8B, a record trade surplus of USD 24.8B (Vietnam Government Portal).
Main exports: electronics, smartphones, textiles & footwear, furniture, rice, and coffee.
Top trading partners: United States, China, EU, South Korea, ASEAN.
Vietnam benefits from EVFTA, CPTPP, and RCEP free trade agreements, boosting exports and investment.
Tourism in Vietnam
International arrivals reached 17.6 million in 2024, almost returning to pre‑pandemic levels (Viet Nam News).
Early 2025 momentum is strong, with ~10.7 million visitors in the first half.
Top markets: South Korea (4.5M), China (3.7M), Taiwan (1.29M), Japan, the U.S., and India.
Visa policy reforms (up to 45‑day exemptions since August 2023) aim to help achieve 22–23 million arrivals in 2025.
Internet in Vietnam
As of Jan 2025, Vietnam has 79.8 million users (78.8% of population) online. Average daily internet time exceeds 6 hours.
Digital economy: worth USD 25B in 2024, projected to double to ~USD 50B by 2025 (VietnamPlus).
Internet speeds: 154 Mbps fixed broadband, 75 Mbps mobile, among the fastest in Southeast Asia.
Social Media in Vietnam
Vietnam counts 76.2 million active social identities (75% of population) in early 2025.
Top platforms: Facebook (76M), Zalo (75M+), TikTok (41M+ adults), YouTube (62M), Messenger (56M), Instagram (10M).
- Facebook & Zalo dominate across demographics.
- TikTok and YouTube Shorts lead youth engagement.
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Just browsing?
Explore our public insights in Vietnam
Explore our previous reports from Vietnam to gain insights into consumer trends and behaviors
The Alcoholic Beverage Industry in Vietnam
In Vietnam, the alcoholic beverage industry is a lucrative and thriving business. Continue reading for a detailed overview of the landscape.
The Vietnam Coffee Industry
Take a break from your busy day, grab a cup of joe, and learn more about the coffee culture in Vietnam.
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Frequently Asked Question
What is the best way to conduct market research in Vietnam?
Market research in Vietnam is often conducted through surveys, focus groups, and customer interviews. Many teams now prefer using research platforms like Standard Insights to design surveys, recruit respondents, and analyze results automatically.
How much does it cost to recruit survey respondents in Vietnam?
The cost of recruiting survey respondents in Vietnam starts at $3 per participant. Pricing depends on targeting factors such as age, income, and location (e.g., Hanoi vs. Ho Chi Minh City). With Standard Insights, you only pay for completed projects. Start for free
Which industries benefit most from consumer research in Vietnam?
Some of the fastest‑growing sectors using market research in Vietnam include FMCG, retail, e‑commerce, tourism, and fintech.
Do you support surveys in the Vietnamese language?
Yes. Our platform fully supports surveys in Vietnamese and English, with AI‑powered translation and analysis. This ensures response accuracy while making it easy to report insights in English.
Can I target specific cities in Vietnam like Hanoi or Ho Chi Minh City?
Yes. You can target specific cities in Vietnam, including Hanoi, Ho Chi Minh City, Da Nang, and other major urban centers. Our platform also makes it possible to reach respondents in smaller towns and rural areas. Thanks to Vietnam’s high smartphone and internet penetration, surveys can effectively reach participants across the entire country, even in remote locations.
How fast can I get survey results in Vietnam?
Survey results in Vietnam can be available as fast as one day. The exact turnaround time depends on the size of your sample, how specific your target audience is, and the complexity of your questions. Estimated timelines are displayed during the audience selection process in our platform, so you can plan your research with confidence.
Is online market research common in Vietnam compared to traditional methods?
Yes. Online market research is very common and widely adopted in Vietnam due to high digital adoption and widespread smartphone use. Online surveys are usually faster, more cost-effective, and easier to scale compared to traditional methods. Offline research methods are still used for certain cases such as B2B audiences, niche segments, or qualitative studies, but for most consumer (B2C) research, online surveys provide reliable and representative results across the country.