Vocal for Local: Vietnamese consumers are redefining the path to purchase  

Local Matters More Than Ever

Vietnamese shoppers are showing a growing preference for products that feel familiar, trustworthy, and culturally resonant. What matters to Vietnamese consumers today? 

• 85% say they support Vocal for Local – Authentically Vietnam. 

• 8 out of 10 Gen Z consumers say they would support local brands and authenticity. 

This isn’t just about buying Vietnamese – it’s about choosing products that reflect who they are and what they stand for. 

Consumers are asking: 

• Where does this product come from? 

• Does it reflect my values—health, quality, sustainability? 

• Is it made by people who understand my needs? 

These questions are shaping a new kind of loyalty – one built not on price or prestige, but on authenticity and connection. 

Why Local Resonates 

The appeal of local products is rooted in trust and transparency. Vietnamese consumers increasingly say they feel more confident in products made close to home. Familiar ingredients, relatable stories, and endorsements from local influencers help build that trust.

“I trust local products more because I know where they come from—the ingredients feel familiar and real.”

This sentiment is echoed across categories – from skincare using Vietnamese rice and houttuynia, to food and beverage brands spotlighting pomelo, turmeric, and ginger sourced from Ben Tre, Nghe An, and Ha Giang. 

Economic shifts are accelerating local preference 

Recent economic pressures – especially tariffs on foreign imports – are influencing how Vietnamese consumers manage their spending. NIQ data shows that buying more domestically manufactured products (Made in Vietnam) ranks among the top 3 actions consumers take to save money. 

This behavior reflects more than just cost-consciousness. It reinforces a growing care for products that are locally made, familiar, and aligned with everyday values. Consumers are increasingly drawn to brands that support local communities, embrace sustainable practices, and deliver value without compromise. 

Opportunities for Domestic Manufacturers 

This growing care for local products opens up meaningful opportunities for domestic players. The market is signaling a clear demand for: 

• Authentic storytelling that celebrates Vietnamese heritage. 

• Premiumization of local offerings – consumers are willing to pay more for quality they trust. 

• Sustainable innovation, from circular packaging to eco-friendly sourcing. 

To capture this momentum, manufacturers must lean into data usage and always-on analytics to understand evolving consumer demographics and preferences. Real-time insights can guide product development, pricing strategies, and channel decisions—ensuring relevance at every touchpoint. 

What Brand Leaders Should Do Next 

For C-suite leaders and marketing directors, this is a pivotal moment to rethink how local relevance fits into broader strategy. It’s not about choosing between global and local – it’s about integrating both, with the consumer at the center. 

Here’s how to act: 

• Reframe your portfolio to highlight locally resonant products. 

• Invest in consumer intelligence to track shifts in behavior and sentiment. 

• Empower teams to build campaigns that reflect Vietnamese values and pride. 

Vietnamese consumers are telling us what matters and they’re doing it with their wallets. Brands that listen and respond with authenticity, agility, and data-backed decisions will not only grow they’ll lead.