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Consumer Trends in Urban Vietnam: 2026 Latest Developments and a Guide to Countermeasures for Japanese Companies

2026.03.24

Article summary

Personal consumption spending in urban Vietnam is projected to grow 7.2% year on year in 2026, reaching VND 385 trillion. The e-commerce market recorded total GMV of VND 222.1 trillion in the first half of 2025 (up 23% year on year). The health food market was valued at USD 8.7 billion in 2025 and is projected to grow at an average of 18% per year through 2030. Mobile payment services such as MoMo and ZaloPay are becoming widespread.

This article is based on what we could verify As of August 1, 2026 This article is based on public materials and news reports from Vietnam. Vietnam's tax system, regulations, and administrative divisions change frequently, so information here may have been updated since publication. For actual business decisions, please confirm the latest details with the relevant government authorities or local experts as primary sources.

In urban Vietnam, consumer trends are changing rapidly against a backdrop of economic growth and an expanding middle class. According to BMI forecasts, real household consumption spending in 2026 is expected to grow 7.2% year on year, reaching about VND 3,952 trillion (about USD 152 billion). This article explains the latest trends in urban consumption, centered on Hanoi, Ho Chi Minh City, and Da Nang, and the measures Japanese companies should take.

5 Major Consumer Trends in Urban Vietnam for 2026

Trend 1: The Rapid Expansion of E-Commerce and Social Commerce

Vietnam's e-commerce market recorded total GMV of VND 222.1 trillion in the first half of 2025 (up 23% year on year), continuing to grow strongly toward a private-sector forecast of USD 32 billion (Lazada / e-Conomy SEA). The rise of TikTok Shop in particular has been notable, cutting into the previous Shopee-Lazada duopoly, and social commerce has become the new where the business is won. Vietnam Food E-Commerce Trends here also need to be closely watched.

Trend 2: Accelerating Health and Wellness Orientation

Spending on health foods, organic products, and fitness-related items is rapidly expanding, especially among the urban middle class. Vietnam's health food market continues to grow strongly against the backdrop of an expanding middle class. Demand for high-quality Japanese health foods and supplements is likely to rise further.

Trend 3: A Shift Toward Experiential Consumption

The shift in consumption from "owning things" to "investing in experiences" is notable in urban areas. Vietnamese Café Culture Consumer behavior that places value on "experiences" that can be shared on social media — symbolized by café hopping, food tourism, and workshop participation — has become mainstream.

Trend 4: The Spread of a Premium, High-Quality Orientation

As disposable income rises, more consumers are prioritizing quality over price. According to a JETRO survey, 44.8% of Japanese companies in Vietnam reported an increase in market share, showing that Japanese Brand Advantage in Vietnam is working reliably. Trust in Japanese brands is especially solid in the food, cosmetics, and baby products sectors.

Trend 5: The Spread of Digital Payments

Mobile payment services such as MoMo, ZaloPay, and VNPay are rapidly spreading in urban areas, and the share of cashless transactions is rising. digital payments Preparing this environment is an essential task for Japanese companies.

Consumption Characteristics by City

Ho Chi Minh City: The Trend Leader

Ho Chi Minh City, Vietnam's largest economic hub, is the market where new trends first emerge and spread. A sophisticated consumer culture has formed, centered on District 1 and Thao Dien.

Hanoi: Quality-Focused and Tradition-Respecting

Consumers in the capital, Hanoi, have high standards for quality and tend to value a balance between tradition and innovation. A Japanese brand's sense of heritage and craftsmanship is especially highly valued in the Hanoi market.

Da Nang: The Growing Third City

Da Nang, a hub city in central Vietnam, has seen its consumer market expand rapidly alongside growth in tourism. Because costs are lower than in Ho Chi Minh City or Hanoi, it is also drawing attention as a base for test marketing.

Practical Countermeasures for Japanese Companies

Building a Multichannel Strategy

Building an OMO (Online Merges with Offline) strategy that integrates e-commerce, social media, and physical stores is essential. Vietnam Social Media Marketing and Vietnam Delivery Strategy Combine these to build a structure that responds to every consumer touchpoint.

Strengthening Collaboration with Local Partners

Because business customs and the regulatory environment in urban areas change rapidly, Local partners, close collaboration is key to success. Prioritize securing reliable partners, such as for selecting distributors or outsourcing e-commerce platform operations.

Conclusion

Urban Vietnam's consumer market, driven by five megatrends — e-commerce expansion, health consciousness, experiential consumption, premiumization, and digital payments — is expected to keep growing dynamically from 2026 onward. Japanese companies should get ahead of these trends and pursue strategic market development centered on a multichannel strategy and collaboration with local partners.