This document discusses Vietnam's growing middle and affluent consumer class and increasing digital engagement. It notes that Vietnam has experienced consistent economic growth and its middle/affluent consumers are expected to grow 1.7x by 2020. These consumers are shifting spending toward comfort and lifestyle products and dispersing outside major provinces. The document also outlines Vietnam's rising internet penetration and growing e-commerce sales. It finds that online households account for nearly 70% of FMCG spending and recommends marketers adapt to the digital reality by understanding consumers' purchase paths and focusing digital efforts on valued segments.