Deep Cultural Understanding
We help you connect with Vietnam's diverse cultures by navigating local habits, values, and unspoken norms. This ensures your strategy aligns with local expectations, building trust and fostering sustainable results.
Vietnam Consumer Research Consulting
With deep expertise in Vietnam's consumer research consulting, our firm empowers clients to succeed in the competitive market through tailored services. Leveraging decades of experience, we provide hands-on support and global insights, ensuring strategic growth and informed decision-making.
Vietnam Macroeconomic Overview
Vietnam’s consumer research sector operates within a consumer goods market that reached USD 205.1 billion in 2025 and is projected to grow at an 8.40% compound annual growth rate through 2031, with retail-goods transactions increasing from 9.35 billion in 2025 to 13.58 billion by 2031.
In 2025, total retail sales and consumer services revenue rose by approximately 9% year-over-year, surpassing GDP growth of around 8%, while FMCG value grew by 2.4% in the first nine months and e‑commerce expanded over 40%. These dynamics suggest a rising reliance on digital data capture and e-commerce insights that drive demand for consumer research.
Consumer sentiment remains cautious: while GDP grew 8.18% in the first half of 2026, consumer confidence held steady at 57 out of 110 in mid‑2026, with overall consumption growth (minus inflation) at 3.87%. This underlines the strategic importance of nuanced consumer sentiment tracking within research services.
Vietnam's consumer goods market is projected to grow annually by
8.40%
Source: Ken Research
Our Consumer Research Expertise in Vietnam
Vietnam's consumer research landscape is evolving rapidly, driven by sectors like retail, e-commerce, food and beverage, technology, fashion, healthcare, travel, automotive, finance, real estate, education, energy, telecommunications, agriculture, and media. Our consulting firm provides unparalleled insights into these sectors, ensuring that businesses harness the latest market trends for strategic benefits.
Emerging trends in Vietnam include a surge in digital consumption, sustainability-focused products, and data-driven marketing strategies. Our expert consultancy services identify these shifts, positioning clients at the forefront of innovation and growth, tailored to the nuanced needs of each sector.
By leveraging cutting-edge research methodologies and industry expertise, we offer a reliable consumer research consulting service in Vietnam. This empowers decision-makers to make well-informed choices that drive profitability and sector-specific growth, navigating the complex market landscape with confidence.
Our Proven Local Know How
Data-Driven Market Intelligence
Our actionable intelligence, powered by real-time market monitoring and insights from your ecosystem, enables you to make informed decisions, seize emerging opportunities, and mitigate risks in Vietnam's dynamic markets.
Authentic Local Insights
Through direct engagement with key stakeholders, we provide you with nuanced perspectives that reveal the “why” behind market behaviors, helping you design tailored solutions that drive meaningful results.
Turn Consumer Research Insight into Stronger Decisions in Vietnam
Validate opportunities, manage risk, and allocate capital with greater confidence through current market evidence and practical strategic advice.
How We Help
Our company has successfully supported various Consumer Research projects by providing market research, competitive analysis, and strategic guidance to help businesses succeed.
Market Research
We offers comprehensive Consumer Research market research, delivering valuable insights and actionable recommendations in Vietnam to enable businesses to make well-informed decisions and achieve long-term success in the industry.
Strategic Planning
We offers comprehensive Consumer Research Strategic Planning services in Vietnam, providing tailored frameworks and actionable strategies to help businesses achieve their goals and sustain growth in a competitive environment.
Market Entry
We delivers expert Consumer Research Market Entry Strategy solutions in Vietnam, offering valuable insights and effective approaches that empower businesses to successfully penetrate new markets and secure a competitive edge.
Mergers and Acquisitions
We provides in-depth Consumer Research Merger and Acquisitions advisory in Vietnam, guiding businesses with expert recommendations to navigate complex transactions, unlock synergies, and maximize shareholder value.
Value Chain Analysis
We specializes in Consumer Research Value Chain Analysis in Vietnam, delivering actionable insights that optimize operational efficiency, enhance profitability, and drive strategic decision-making for businesses across industries.
Competitive Benchmarking
We offers thorough Consumer Research Competitive Benchmarking services in Vietnam, helping businesses identify key performance gaps, uncover market opportunities, and build stronger competitive strategies.
Distribution & Strategic Partnership
We delivers expert Consumer Research Distribution and Strategic Partnership solutions in Vietnam, enabling businesses to establish effective networks, foster collaborative relationships, and achieve long-term market success.
Consumer Behavior Analysis
We provides advanced Consumer Research Consumer Behavior Analysis services in Vietnam, offering actionable insights into consumer preferences and trends to help businesses refine their strategies and enhance customer satisfaction.
Our Experts
Establish industry dominance with our experts and partners
Damien Duhamel
Managing Partner
Market Research, Strategy & Market Expansion
Mickael Feige
Partner
Market Research, Market Entry & Growth Strategy
Damien Duhamel
Managing Partner
Market Research, Strategy & Market Expansion
Mickael Feige
Partner
Market Research, Market Entry & Growth Strategy
Our Presence in Media & Events
SOUTH CHINA MORNING POST
South China Morning Post featured Damien Duhamel, Managing Partner at Eurogroup Consulting, sharing his perspective on how Chinese EV competition could reshape Malaysia's automotive industry and the wider regional market.
TRANSPORT LOGISTIC SEA 2025
At Transport Logistic Southeast Asia 2025, Mickael Feige, Partner at Eurogroup Consulting, moderated a fireside chat on building seamless, smart and sustainable supply chains for the new global economy.
BUSINESS INSIDER
Damien Duhamel shared his perspective with Business Insider on the factors shaping innovation across Asia's leading cities, from human talent and technology to governance and global integration.
Our Publications
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Senior Living in Thailand
Thailand’s ageing transition is creating a real but selective senior living opportunity. The paper examines investable demand, scalable business models and the constraints still limiting market growth.
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Rising Tides in the East
Southeast Asia is emerging as a key advanced manufacturing hub. The white paper examines the capabilities, technologies and opportunities reshaping the region’s industrial landscape.
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Future Asean Sustainable Cities
Southeast Asia’s cities are transforming through rapid urbanisation and sustainability. It explores the trends shaping greener, more resilient and inclusive urban development.
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The New Asean Consumer
ASEAN’s consumer landscape is evolving with rising incomes, digitalisation and changing expectations. The report highlights the trends reshaping how businesses engage and grow across the region.
Case Studies
Market Entry Strategy — Consumer Goods in Urban Vietnam
Global FMCG firm — market launch in Vietnam
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Challenge
The client required a comprehensive understanding of urban consumer behavior in Vietnam to support a new market entry strategy. Limited local insights and rapidly evolving consumer trends posed significant hurdles. This necessitated a targeted approach to data collection and analysis.
Our Intervention
We deployed a mix of qualitative and quantitative research methods, including focus groups and consumer surveys. Advanced analytics were applied to interpret consumer preferences and purchasing behavior. Collaborations with local research partners ensured data relevance and accuracy.
Key Recommendations
We advised on tailoring product offerings to local tastes and implementing a digital-first marketing approach. Focusing on e-commerce channels and influencer partnerships was also recommended. Enhancements to the supply chain for faster distribution were suggested for competitive advantage.
Projected Business Impact
The client successfully launched within 12 months, achieving a 20% market share in key urban areas. Consumer satisfaction ratings increased by 15%, aligning closely with regional benchmarks. This engagement serves as a typical outcome for consumer goods strategies in Vietnam.
Brand Positioning Revamp — Retail Company Expansion
Regional retail chain — 50 stores across Vietnam
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Challenge
Facing heightened competition and changing consumer preferences, the client needed to reposition its brand to maintain market relevance. Existing brand perceptions failed to align with modern consumer expectations, risking sales declines.
Our Intervention
Our team executed a brand perception analysis through customer feedback and competitive review. Workshops with stakeholders helped redefine brand values and messaging. Visual and communications strategies were re-envisioned to better connect with target demographics.
Key Recommendations
We advised an overhaul of marketing communications, emphasizing authenticity and transparency. Recommendations included digital transformation of customer touchpoints and the use of data-driven personalization. An omni-channel strategy was also suggested to enhance customer engagement.
Projected Business Impact
A 30% increase in brand affinity scores was observed over six months post-implementation. Foot traffic in stores grew by 18%, supported by an increased digital engagement rate. Typical figures demonstrate these results as effective for retail expansion initiatives in Vietnam.
Consumer Behavior Analysis — Apparel Sector Innovation
International apparel brand — expanding online presence
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Challenge
The client sought to deepen its understanding of Vietnamese online shopping behaviors amidst rising e-commerce growth. Existing strategies were outdated, leading to underperformance in the digital marketplace compared to competitors.
Our Intervention
We conducted an in-depth analysis using social listening tools and digital ethnography. Custom online surveys were developed to capture detailed consumer sentiments. A/B testing of digital content was employed to refine online engagement strategies.
Key Recommendations
Efforts focused on personalizing user experiences and integrating an AI-driven recommendation engine. We suggested enhancing mobile app functionality and optimizing cross-platform marketing strategies. Partnerships with local influencers were also recommended to boost brand awareness.
Projected Business Impact
The client experienced a 25% increase in online conversion rates within four months. Sales through the mobile platform grew by 30%, showcasing a successful adaptation to digital consumer trends. These results are typical for apparel brands targeting e-commerce growth in Vietnam.
Our Clients
Trusted by clients for long-term collaboration. Selected organizations our teams have supported globally and across Vietnam.
Frequently Asked Questions
What does a market study in Vietnam cover? +
A market study in Vietnam includes demand analysis, client segmentation, and competitor benchmarking. It involves examining consumer preferences, purchasing behaviors, and market trends. Additionally, regulatory reviews assess compliance with local laws, while field interviews offer insights into local consumer needs and cultural nuances.
Why is a feasibility study important before entering Vietnam? +
A feasibility study assesses viability by evaluating market demand, regulatory landscape, and financial projections. It identifies potential risks and opportunities, ensuring strategies align with Vietnam's economic, cultural, and regulatory environment. This study helps determine if market entry aligns with business objectives.
How is market size assessed in Vietnam? +
Market size in Vietnam is assessed through demand analysis, trend forecasting, and data collection. Analysts use surveys and secondary research to estimate potential market volume. By analyzing population demographics, purchasing power, and economic indicators, businesses can accurately gauge market potential and growth prospects.
How is competitive analysis conducted in Vietnam? +
Competitive analysis in Vietnam involves gathering data on key competitors regarding market share, strategies, and strengths. Techniques include competitor benchmarking and SWOT analysis, along with assessing product offerings and market positioning. This helps identify market gaps and informs strategic decisions tailored to the local context.
What is involved in benchmarking in Vietnam? +
Benchmarking in Vietnam involves comparing business practices, performance metrics, and outcomes against industry standards. It includes analyzing competitor strategies, consumer expectations, and regulatory requirements. The goal is to optimize processes and improve market positioning by understanding best practices within the Vietnamese consumer landscape.
CONTACT US
Speak to advisors that have experience in the Vietnam Consumer Research market
info@marketresearchsoutheastasia.com600 N Bridge Rd, #13-06, Singapore 188778
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