Consumers are spending smarter
In Q1 2025, 63% of Vietnamese consumers felt financially secure, slightly down from the previous quarter. Price sensitivity is rising, yet Tet still delivered +5% value growth vs last year, reaffirming its role as a peak moment for both shoppers and retailers.
Consumers are not cutting back, they’re choosing more intentionally. Gifting and worship remained key shopping drivers, with consumers favoring well-presented, trusted products that balance practicality and festive sentiment. Hampers continued to grow in relevance, especially among younger demographics and in the North, acting as both a symbolic and convenient option for both giving and spiritual rituals.
Premium has a place – When it’s justified
While mainstream tiers still dominate, Tet 2025 saw clear signs of uptrading across select categories like beer, impulse foods, and milk-based drinks. Premium purchases were motivated by trust, emotional resonance, and festive relevance, not just price point. Success came from offering products that feel worth the spend.
Channel strategy must reflect regional nuance
Vietnam’s retail landscape is now firmly multi-channel. Traditional trade remained the top choice for 84% of Tet shoppers, while modern trade accounted for 14% of total value, reflecting entrenched local shopping habits. E-commerce grew 50%, favored for its promotions.
Regional timing also diverged: 66% of Hanoi’s retailers stocked up 1–2 months before Tet. Meanwhile, 54% of Ho Chi Minh city’s retailers did so within a shorter window, reinforcing the need for tailored trade strategies by market.
Tet 2026: Act early, act smart
To succeed during Tet – the Lunar New Year moment that drives both emotion and spend—brands need data-driven precision and early activation. Download the full report to explore:
- Which categories and formats drove growth in 2025
- Consumer behavior shifts by region and channel
- Best-in-class execution strategies by leading FMCG brands
