Consumer Types in Vietnam 10/2022

Consumer Types in Vietnam
October 2022
© Euromonitor International 2022. All rights reserved.

© Euromonitor International
3
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Disclaimer
Much of the information in this briefing is of a
statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
Euromonitor International cannot be held
responsible for omissions or errors.
Figures in tables and analyses are calculated
from unrounded data and may not sum. Analyses
found in the briefings may not totally reflect the
companies’ opinions, reader discretion is advised.
Consumer types can be a powerful tool to
help companies better understand and appeal
to their target markets. By going beyond
typical demographic-based segmentation,
such as age or gender, and grouping
consumers based on shared traits and
preferences, companies can better develop
products and marketing campaigns that
resonate with key customers. This report
includes in-depth profiles of the five consumer
types in Vietnam.
Disclaimer
Much of the information in this briefing is of a
statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
Euromonitor International cannot be held
responsible for omissions or errors.
Figures in tables and analyses are calculated
from unrounded data and may not sum. Analyses
found in the briefings may not totally reflect the
companies’ opinions, reader discretion is advised.
This report is part of a series of four highly visual reports covering the 39 markets surveyedin
the annual Voice of the Consumer: Lifestylessurvey.
Note: In the Lifestyles survey, respondents provide their age within 5-year increments (15-19, 20-24,25-
29, etc). Given these parameters, generations cited in this report series are defined as follows:
Generation Z: aged 15-24; millennials: aged 25-39; Generation X: aged 40-54; baby boomers: aged55+.
Scope
INTRODUCTION
Draws together insights from across the Lifestyles survey and
provides analysis on keytrends.
Connectssurvey insights with Euromonitor’s eight
megatrends, including case studies highlighting how
companies are responding to changing attitudes and
expectations.
Explores consumers beyond their demographic profile and
provides a different perspective on shopping habits and
path to purchase.
Reviews shifting consumer traits and values that influence
purchasing and consumption behaviours. (Visual only
report)
Lifestyles
Country
Report
Series
ConsumerLifestyles
Consumer Valuesand
Behaviour
ConsumerTypes
Megatrends

Introduction to consumer types

Contents
This report is part of an ongoing series that covers the key
characteristics and lifestyle habits of consumer types, therefore
there may be some similarities from previous years.
Consumer types can be a powerful tool to help companies better
understand and appeal to their target markets. By going beyond
typical demographic-based segmentation, such as age or gender,
and grouping consumers based on shared traits and preferences,
companies can better develop products and marketing campaigns
that resonate with key customers. This report includes in-depth
profiles of the five consumer types in Vietnam.

6
Who are your key
consumers in a specific
market?
What is the best way to
target specific consumer
types?
How can you tailor your
services and products to
keyconsumers’values?
Which consumer needsare
driving your innovation
pipeline?
How are consumer habits
and preferenceschanging?
Where will your sales and
marketing investments
make the most impact?
Our Voice of the Consumer: Lifestyles Survey
fielded questions in January and February
2022. In the 2022 iteration, the survey
continued to focus on changing consumer
behaviours and included new questions
focusing on changing home and work life,
sustainability as well as health and safety
concerns.Euromonitor International’s Voice
of the Consumer: Lifestyles Survey coverage
includes 39 developed and emerging
countries with country-level Consumer Types
grouped into eight global-leveltypes.
Many of the 2022 key habit and lifestyle
preferences of the eight consumer types are
consistent with the 2021 report.
Why segment consumers by type?
INTRODUCTIONTO CONSUMERTYPES

7
Numbers of respondents
339 301 210 109 48
34% 30% 21% 11% 5%
0%
5%
10%
15%
25%
20%
30%
Consumer types in Vietnam
n = 1,007; % ofrespondents
40%
35%
Undaunted Striver Impulsive Spender
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
CautiousPlanner Minimalist Seeker Secure Traditionalist
Breakdown of consumer types in Vietnam
INTRODUCTIONTO CONSUMERTYPES

Shopping habits of consumer types in Vietnam

9
Who is the Undaunted Striver?
SHOPPING HABITS OF CONSUMER TYPES INVIETNAM
92% like to be
actively involved
in brands
91% use
technology to
improve their day-
to-day life
92% try to havea
positive impact on
the environment
through their daily
actions
89% areactively
involved in
political and social
issues
95% participate in
physical exercise
at least 1-2 timesa
week
89% order food
for home delivery
at least 1-2 timesa
week
93% reheat or
prepare a ready
meal at least1-2
times a week
87% take health
supplements/
vitamins at least1-
2 times a week
Trendy consumers willing to spend money in order to maintain their
status both online and offline. Highly prioritise experiences and leisure
activities as well as name-brand and luxuryproducts.
34% of
Vietnamese
consumers
are
Undaunted
Strivers

10
Undaunted Striver: Demographic profile
Trendy consumers willing to spend money in order to maintain their status both online
and offline. Highly prioritise experiences and leisure activities as well as name-brand and
luxury products.
58%
female, comparedto
50%,Vietnam’s
average
USD39,808
average income, 19%higher
than Vietnam’saverage
81%
live in large cities
(>500kinhabitants)
6%
self-employed or
contract/flexible work,
compared to 6% in
Vietnam
40-44y
average age, compared
to 35-39 inVietnam
69%
have a full-time job,
compared to 56%in
Vietnam
66%
have children under
18, compared to53%
in Vietnam
73%
have higher education,
compared to 69%,
Vietnam’s average

11
1
1
11
0% 10% 20% 30% 40% 50%
Share my opinion
on social/political
issues on media
Buy products and
services from
purpose-driven
brands/companies
Make my
purchasing
decisions based on
brands/companies'
social and…
Donate to non-
profits and
charitiessupporting
causes aligned with
my values
Topenvironmental,political and social activities: % of UndauntedStriver
n = 313; % of respondents
0%
25% 50% 75% 100%
I give back to those in need
I only buy from companies and brands
that I trust completely
I find I am looking for ways to simplify
my life
I am actively involved in political and
social issues
I prefer branded goods to non-
branded alternatives
I want to engage with brands to
influence product innovation
I like to be actively engaged with
brands
I extensively research the products
and services I consume
I like to try new products and services
It is important to me thatother
people think I am doing well
I like to be distinct from others
Shoppingmotivationand preferredattributes:%of UndauntedStriver
Undaunted Striver: Values and influences

12
1
2
12
0% 10% 20% 30% 40%
Ease and availability of delivery
To avoid interacting withother
shoppers in physical stores
Expedited shipping such as
same-day delivery
Free shipping
Ability to order at any time,
from anywhere
Top online shopping motivations: % of UndauntedStriver
0% 10% 20%
30% 40%
Stores are more trustworthy
Convenient location/access
Ability to use a loyalty rewards
app or programme
Better warranty/easier to return
if defective
See or try before buying
Top in-store shopping motivations: % of UndauntedStriver
Undaunted Striver: In-store and online shopping motivations

13
Undaunted Strivers enjoy their lives and do not worry too much about planning for the
future. Instead, they are highly likely to prefer spending money rather than saving it and
regularly make impulsive purchases. They invest in and prioritise their status and image,
placing a great deal of importance on what others think as well as staying up-to-date with
the latest trends and styles.
Compared to the other Consumer Types, Undaunted Strivers are more carefree in their
spending habits. These consumers enjoy trying new products and experimenting with
different brands, as well as actively seeking premium and well-known items, even if they
need to pay more.
The image-conscious nature and continuous interest in changing trends can facilitate
companies in influencing this consumer type. Though they are highly likely to be influenced
across all marketing channels, they have a growing interest in digital, social media and
celebrity endorsements. These platforms often showcase a lifestyle that Undaunted Strivers
are looking to replicate. They are also likely to take into account personal tastes and
preferences, such as whom they follow on social media, making it more likely that
campaigns will resonate.
This consumer type is also highly likely to prioritise both experiences and materialistic
possessions, often seeking tailored cultural and consumer-centric experiences.
Best ways to target the Undaunted Striver
Best Ways to Target
• Tailored and personalised shopping
experiences coupled with high brand
engagement
• Clear promotion of the latest trends,
especially through social media
platforms or celebrityendorsements
• Availability of online and offline
shopping platforms, creating a
seamless omnichannel shopping
experience
• Easy-to-understand and clear labelling
with emphasis on green, sustainability
and eco-conscious features

14
Who is the Impulsive Spender?
68% like to be
actively involved
in brands
91% use
technology to
improve their day-
to-day life
86% try to havea
positive impact on
the environment
through their daily
actions
44% areactively
involved in
issues
92% participate in
physical exercise
at least 1-2 timesa
week
67% order food
for home delivery
at least 1-2 timesa
week
79% reheat or
prepare a ready
meal at least1-2
times a week
80% take health
supplements/
vitamins at least1-
2 times a week
Discount and bargain-orientated consumers looking to keep up with the
latest trends. Often seeking personalised and engaging experiences from
holidays to shopping services.
30% of
Vietnamese
consumers
are Impulsive
Spenders

15
Impulsive Spender: Demographic profile
Discount and bargain-orientated consumers looking to keep up with the latest trends.
Often seeking personalised and engaging experiences from holidays to shopping services.
50%
female, comparedto
50%,Vietnam’s
average
USD23,837
average income, 35% lower
73%
(>500kinhabitants)
6%
self-employed or
compared to 6% in
Vietnam
35-39y
to 35-39 inVietnam
65%
compared to 56%in
Vietnam
61%
have children under
18, compared to53%
in Vietnam
72%
compared to 69%,
Vietnam’s average

16
1
6
16
0% 20% 40% 60% 80%
Share my opinion
on social/political
issues on media
Reduce my energy
consumption/use
more energy
efficient products
Reduce foodwaste
Reduce plasticsuse
Topenvironmental,political and social activities: % of Impulsive Spender
0%
25% 50% 75% 100%
I prefer living in the real world to
virtual online experiences
I want to engage with brands to
influence product innovation
brands
I am looking for personalised and
tailored shopping experiences
my life
Shoppingmotivationand preferredattributes:% of ImpulsiveSpender
Impulsive Spender: Values and influences

17
1
7
17
0% 20% 40% 60%
Product information,
comparison, and reviews at my
fingertips
Best price
Ability to order at anytime,
from anywhere
Free shipping
Variety of brands
Top online shopping motivations: % of Impulsive Spender
0% 20%
40% 60%
To avoid paying forshipping
Convenient location / access
Better warranty / easier to return
if defective
Top in-store shopping motivations: % of Impulsive Spender
Impulsive Spender: In-store and online shopping motivations

18
Impulsive Spenders are interested in the latest trends and try to keep up with them through
social media activities and brand engagement. However, they are much more likely to value
experiences than material possessions.
Impulsive Spenders enjoy shopping and are willing to browse in stores – both online and
offline – even when they are not planning on making any purchases. However, their
shopping experience needs to be tailored to their needs and individual traits. Thoughthey
are cautious in sharing personal information online, these consumers are willing to make
concessions if this enables them to access and experience products and services that fit
their needs and values.
When making purchases, Impulsive Spenders are driven by low prices, value for money and
quality, often making impulse purchases if they believe that they have found abargain.
Coupled with their likelihood to try new products, they are open to purchasing private label
products alongside well-known brands and luxury items if they are within their budget and
have features that align with their personal traits andvalues.
Consumers in this category seek convenience in their lives and are often willing to pay to
achieve this. Their lifestyle is a seamless blend of online platforms and services alongside
real-life activities. Brands and companies offering a shopping experience that is cross-
channel and tailored to consumer needs are highly likely to resonate with theseconsumers.
Best ways to target the Impulsive Spender
Best Ways to Target
• Convenient and easy-to-useshopping
services to facilitate quick purchases
• Tailored and personalised shopping
experiences
• Clear promotion of prices and
discounts, specifically highlighting
value for money and bargains
• Availability of online and offline
shopping platforms, creating a
seamless omnichannel shopping
experience

19
Who is the Cautious Planner?
45% like to be
actively involved
in brands
41% use
technology to
improve their day-
to-day life
50% try to havea
positive impact on
the environment
through their daily
actions
36% areactively
involved in
issues
70% participate in
physical exercise
at least 1-2 timesa
week
62% order food
for home delivery
at least 1-2 timesa
week
64% reheat or
prepare a ready
meal at least1-2
times a week
49% take health
supplements/
vitamins at least1-
2 times a week
Consumers who are careful with their money and rarely make impulsive
purchases. Most likely to purchase tried and tested products and unlikely
to be swayed by latest trends.
21% of
Vietnamese
consumers
are Cautious
Planners

20
Cautious Planner: Demographic profile
Consumers who are careful with their money and rarely make impulsive purchases. Most
likely to purchase tried and tested products and unlikely to be swayed by latest trends.
50%
female, comparedto
50%,Vietnam’s
average
USD39,690
average income, 19%higher
53%
(>500kinhabitants)
10%
self-employed or
compared to 6% in
Vietnam
40-44y
to 35-39 inVietnam
38%
compared to 56%in
Vietnam
32%
have children under
18, compared to53%
in Vietnam
49%
compared to 69%,
Vietnam’s average

21
2
1
21
0% 10% 20% 30% 40%
Donate to non-
profits and
charitiessupporting
causes aligned with
my values
Make my
purchasing
decisions based on
brands/companies'
social and…
Reduce plasticsuse
Recycleitems
Topenvironmental,political and social activities: % of Cautious Planner
0%
20% 40% 60%
my life
I prefer to spend my money on
experiences, rather than things
brands
I want products and services that are
uniquely tailored to me
I am willing to spend money tosave
time
Shoppingmotivationand preferredattributes:% of CautiousPlanner
Cautious Planner: Values and influences

22
2
2
22
0% 5% 10% 15% 20% 25%
Variety of brands
Ability to order at anytime,
from anywhere
Desired model/version of the
product was not available in
store
fingertips
Better warranty / easierto
return if defective
Top online shopping motivations: % of CautiousPlanner
0% 10%
20% 30%
Innovative in-store shopping
experience
if defective
To avoid paying forshipping
Top in-store shopping motivations: % of CautiousPlanner
Cautious Planner: In-store and online shopping motivations

23
Cautious Planners have often decided what they are going to buy before making a purchase
and are unlikely to deviate from their shopping lists to make impulse purchases of non-
essential items. They are highly likely to conduct in-depth research online and in-store
before making purchases to ensure that they are fully aware of both features and value for
money offers, often taking the time to closely look at labels and additional reviews before
making their purchasingdecision.
Cautious Planners are unlikely to be swayed by the latest trends or feel the need to keep up
with new product developments. Though they place importance on quality and well-trusted
brands, saving money is extremely important to these consumers and they are willing to
deviate from their usual purchases if an alternative product is better value formoney.
Cautious Planners not only plan their purchases in advance but are highly likely tobe
future-focused. They often seek ways to save money for better financial futures.
Best ways to target the Cautious Planner
Best Ways to Target
• Easy-to-understand and clear labelling
of price and features to facilitate
purchase decision-making during the
research phase of the path topurchase
• Competitively-priced products
• Clearly outlined independentreviews
and testimonials
• Rewards or loyalty programmes and
discounts on regularly purchased
brands and products
• Convenient services to facilitate quick
purchases alongside a memorableand
unique shopping experience

24
Who is the Minimalist Seeker?
25% like to be
actively involved
in brands
83% use
technology to
improve their day-
to-day life
78% try to havea
positive impact on
the environment
through their daily
actions
13% areactively
involved in
issues
76% participate in
physical exercise
at least 1-2 timesa
week
17% order food
for home delivery
at least 1-2 timesa
week
36% reheat or
prepare a ready
meal at least1-2
times a week
38% take health
supplements/
vitamins at least1-
2 times a week
Consumers who do not place much importance on their image and strive
to live within a modest lifestyle. Value saving money and are unlikely to
buy luxury and non-essentialproducts.
11% of
Vietnamese
consumers
are
Minimalist
Seekers

25
Minimalist Seeker: Demographic profile
Consumers who do not place much importance on their image and strive to live within a
modest lifestyle. Value saving money and are unlikely to buy luxury and non-essential
products.
39%
female, comparedto
50%,Vietnam’s
average
USD16,697
average income, 92% lower
65%
(>500kinhabitants)
5%
self-employed or
compared to 6% in
Vietnam
35-39y
to 35-39 inVietnam
39%
compared to 56%in
Vietnam
48%
have children under
18, compared to53%
in Vietnam
54%
compared to 69%,
Vietnam’s average

26
2
6
26
0% 20% 40% 60% 80%
Attend community
meetings
Reduce foodwaste
Recycleitems
Reduce plasticsuse
Topenvironmental,political and social activities: % of MinimalistSeeker
0%
25% 50% 75% 100%
I like to find bargains
my life
I try to lead a minimalist lifestyleand
do not buy new itemsunless…
I would rather buy fewer, but higher
quality things
Shoppingmotivationand preferredattributes:% ofMinimalist Seeker
Minimalist Seeker: Values and influences

27
2
7
27
0% 10% 20% 30% 40% 50%
Variety of brands
fingertips
Free shipping
Bestprice
from anywhere
Top online shopping motivations: % of Minimalist Seeker
0% 20%
40% 60%
if defective
Immediate purchase
Top in-store shopping motivations: % of Minimalist Seeker
Minimalist Seeker: In-store and online shopping motivations

28
The Minimalist Seeker is focused on living a simple lifestyle and places a lot of importance
on sustainability and community issues. They rarely buy non-essential products and are
unlikely to make impulsive shopping decisions, often taking their time to research products
and services before making a purchase. They are open to trying new products and do not
have high loyalty to specific brands and products; therefore, they will switch their shopping
habits.
Minimalist Seekers look for quality and are willing to pay more for this if it means that their
purchases will have longevity. The focus on longevity and waste reduction means that they
are inclined to fix items rather than buying a replacement and to purchase second-hand
items.
Their interest in high quality and longevity is not solely limited to their shopping habits. This
consumer type values time, often looking for convenient and quick services to allow them
to live a well-balanced lifestyle. They put a lot of emphasis on activities, such as regular
exercise, cooking and baking from scratch, spending time on themselves and with
immediate family or close friends.
Minimalist Seekers are unlikely to invest in their personal image and status or follow the
latest trends. Therefore, they are a great target audience for new product innovations, new
brandsand private label companiesif they are in line with the Minimalist Seeker’svalues.
Best ways to target the Minimalist Seeker
Best Ways to Target
• Clear packaging and labelling
information in-store and online with
specific emphasis on eco-conscious,
sustainable, locally-sourced and high-
quality ingredients and/ormaterials
• Easy-to-use comparison platforms to
facilitate the shopping decision-making
process and research phase of the path
to purchase
• Promotion of products with waste
reduction features, such as recyclable
materials or second-hand purchases

29
Who is the Secure Traditionalist?
21% like to be
actively involved
in brands
38% use
technology to
improve their day-
to-day life
35% try to havea
positive impact on
the environment
through their daily
actions
17% areactively
involved in
issues
38% participate in
physical exercise
at least 1-2 timesa
week
27% order food
for home delivery
at least 1-2 timesa
week
27% reheat or
prepare a ready
meal at least1-2
times a week
19% take health
supplements/
vitamins at least1-
2 times a week
Consumers who actively avoid shopping. Easily swayed by price and are
likely to purchase the cheapest alternative.
5% of
Vietnamese
consumers
are Secure
Traditionalists

30
Secure Traditionalist: Demographic profile
Consumers who actively avoid shopping. Easily swayed by price and are likely to purchase
the cheapest alternative.
29%
female, comparedto
50%,Vietnam’s
average
USD32,083
average income, the same as
Vietnam’s average
35%
(>500kinhabitants)
6%
self-employed or
compared to 6% in
Vietnam
40-44y
to 35-39 inVietnam
27%
compared to 56%in
Vietnam
15%
have children under
18, compared to53%
in Vietnam
19%
compared to 69%,
Vietnam’s average

31
3
1
31
0% 10% 20% 30% 40%
Recycleitems
Reduce foodwaste
Reduce plasticsuse
Use sustainable
packaging
(refillable,
recyclable,
biodegradableor…
Topenvironmental,political and social activities: % of Secure Traditionalist
0%
20% 40% 60%
You can tell a lot about a person from
the car they drive
I am willing to spend money tosave
time
I would rather buy fewer, but higher
quality things
my life
Shoppingmotivationand preferredattributes:% of SecureTraditionalist
Secure Traditionalist: Values and influences

32
3
2
32
0% 5% 10% 15% 20% 25%
Bestprice
Ease and availability of delivery
fingertips
Variety of brands
from anywhere
Top online shopping motivations: % of Secure Traditionalist
0% 5% 10% 15%
20% 25%
if defective
Innovative in-store shopping
experience
Top in-store shopping motivations: % of Secure Traditionalist
Secure Traditionalist: In-store and online shopping motivations

33
Secure Traditionalists are very set in their ways. They are unlikely to place importance on
their image and rarely follow the latest trends. This consumer type can be difficult to
influence since they rarely make impulse buys or try new products and usually stick to
purchasing their essentialitems.
They are frugal in their shopping habits, frequently focusing on low prices and placing high
importance on saving money. Discounts and sale offers can sometimes influence their
purchasing habits, causing them to choose the cheapestalternative.
Secure Traditionalists do not enjoy the shopping experience, so the more convenient and
efficient retailers and brands make the purchasing process, the more likely consumers in
this category are to make repeat purchases. Though they have become more comfortable in
using technology in recent years, Secure Traditionalists still value in-store shopping services
and are more likely to do their research and make purchases in-store rather thanonline.
In previous years, the Secure Traditionalist has steadily been increasing their use of
technology and internet platforms; however, COVID-19 has accelerated the use of
technology. This opens a new opportunity and channel for businesses to target this
consumer.
Best ways to target the Secure Traditionalist
Best Ways to Target
• Provide in-store and offline services to
alleviate any anxieties when using
technology
• Clearly mark promotional items, low
prices and discounts, especially on
usual and essential purchases
• Create a convenient and easy shopping
experience to minimise time spent
shopping

35
0%
20%
40%
60%
80%
100%
30-44 45-59 60+
Male
15-29
Female
45-59 60+
Secure Traditionalist
0%
20%
40%
60%
80%
15-29 30-44 45-59 60+
45-59 60+
Minimalist Seeker
0%
20%
40%
60%
80%
100%
15-29 30-44 45-59 60+
CautiousPlanner
70%
60%
50%
40%
30%
20%
10%
0%
15-29 30-44
Impulsive Spender
70%
60%
50%
40%
30%
20%
10%
0%
15-29 30-44
UndauntedStriver
Age and gender
DEMOGRAPHICBREAKDOWN

36
City size and parental status
81% 10% 6%
73% 10% 8% 8%
65% 6% 7% 21%
53% 12% 18% 16%
35% 10% 19% 35%
0% 20% 40% 60%
Large city (500,000+ inhabitants)
City (100,000-500,000 inhabitants)
Suburb or large town (25,000-100,000 inhabitants)
Small town or village (<25,000 inhabitants)
80% 100%
Undaunted Striver
Impulsive Spender
Minimalist Seeker
CautiousPlanner
SecureTraditionalist
Size of city
66%
61%
48%
32%
15%
0%
10%
20%
30%
40%
50%
60%
70%
Undaunted
Striver
Impulsive
Spender
Minimalist
Seeker
Cautious
Planner
Secure
Traditionalist
Parents with children under 18 inhousehold
n = 1,007

37
10% 54% 16% 14% 6%
7% 49% 31% 7% 3% 4%
6% 19% 48% 15% 4% 8%
5% 72% 14% 7%
3% 73% 20% 3%
30% 100%
Minimalist Seeker
CautiousPlanner
Secure Traditionalist
Impulsive Spender
Undaunted Striver
0% 10% 20%
Graduate and post-graduate studies University graduate
40% 50%
Vocational school graduate
60% 70%
Secondary school graduate
80% 90%
Primary school graduate Other
Highest educationlevel
Education

38
Employment (1)
Employment status
Paid work: full-time for at least 35
hours per week
Paid work: part-time for less than
35 hours per week
Self-employed
Flexible/contractwork
Looking after the home
Completely retired fromwork
0% 10% 20% 30% 40% 50% 60% 70% 80%
Undaunted Striver Impulsive Spender Minimalist Seeker CautiousPlanner Secure Traditionalist

39
Employment (2)
Employment status
In full-timeeducation
In part-timeeducation
Intern
Voluntary unpaid worker
Not workingtemporarily
Not working semi-permanently or
permanently
Unemployed
0% 5% 10% 15% 20% 25% 30%
Undaunted Striver Impulsive Spender
Minimalist Seeker CautiousPlanner Secure Traditionalist

40
Income
Average annual household income by consumer types (USD)
Impulsive Spender Undaunted Striver Minimalist Seeker Cautious Planner Secure Traditionalist
23,837 39,808 16,697 39,690 32,083
Income by consumertypes
25%
20%
15%
10%
5%
0%
USD0 - USD20,001- USD40,001- USD60,001- USD80,001- USD100,001 - USD150,001+
USD20,000 USD40,000 USD60,000 USD80,000 USD100,000 USD150,000
Impulsive Spender Undaunted Striver Minimalist Seeker CautiousPlanner Secure Traditionalist

42
Voice of the Consumer: Lifestyles Survey
RESEARCHOVERVIEW
Focus and Design
▪ The Voice of the Consumer: Lifestyles Survey covers a variety of topics
within consumer life, including Eating and Drinking, Healthy and Ethical
Living, House and Home, Leisure and Recreation, Path to Purchase, Personal
Traits and Values, Shopping, Spending and Saving, as well as Technology.
▪ Survey, design, execution and analysis were developed collaboratively
across teams within Euromonitor International, in conjunction with external
sample partners.
Fielding
▪ A diverse set of online panellists in 39 countries were invited to participate
between January and February2022.
▪ Panellists were pre-screened to ensure that the sample matched each
country’s population according to nested quotas for age (from 15 to 74
years) and gender.
Data Cleaning
▪ Only unique, complete responses to the Voice of the Consumer: Lifestyles
Survey questionnaire were used in analysis. Data cleaning included
removing duplicate IP addresses, illogical responses and responses with fast
completion times.
Africa: Morocco, Nigeria, South Africa
Asia: China, Hong Kong, China, India,Indonesia,
Japan, Malaysia, Philippines, Singapore, South
Korea, Taiwan, Thailand, Vietnam
Australasia: Australia, New Zealand
Eastern Europe:Poland
Middle East: Egypt, Saudi Arabia, United Arab
Emirates
Latin America: Argentina, Brazil, Chile, Colombia,
Mexico, Peru
North America: Canada, US
Western Europe: Belgium, Denmark, France,
Germany, Italy, Netherlands, Spain, Sweden,
Turkey, UK
Geographic
Coverage

43
Euromonitor International’s ConsumerTypesseries
RESEARCHOVERVIEW
While many companies identify
market segments using demographics
alone, few would agree that
consumers are neatly defined by age,
gender or income. Toovercome this
issue, Euromonitor International goes
beyond standard demographics and
has created an ongoing series of
distinct, personality and habit-driven
Consumer Types at both global and
country levels.
2011 Consumer Types
Four global Consumer
Types
2013 Consumer Types
45 country-level
Consumer Types,
grouped into seven
global-level categories
2016 Consumer Types
100 country-level
Consumer Types,
grouped into eight
2017 Consumer Types
100 country-level
Consumer Types,
grouped into eight
2015 Shopper Types
24 country-level
Shopper Types,
grouped into five
2019 Consumer Types
200 country-level
Consumer Types,
grouped into 10
2020 Consumer Types
200 country-level
Consumer Types,
grouped into 11
2022 Consumer Types
194 country-level
Consumer Types,
grouped into eight
2021 Consumer Types
204 country-level
Consumer Types,
grouped into 10

44
How do we create our Consumer Types?
RESEARCHOVERVIEW
After extensive work with the Voice of the Consumer: Lifestyles Survey dataset, Euromonitor International identified a subset of
questions which encapsulated and differentiated a wide range of consumer attitudes and behaviours within each of the 39 countries
surveyed.
Questions spanned the major themes of the Lifestyles Survey, and the behavioural and attitudinal personality questions formed the core
of the Consumer Type clusters. Demographic traits were not used in the analysis; any prevalence of consumers from a particular
demographicwithin one cluster is dueto respondents’other sharedcharacteristics.
Questions with a high correlation to one another were then condensed so that only one version was included in the analysis, to prevent
over- and under-statement of results. Drawing on the key subset of questions, cluster models were fitted to the data.

For Further Insight please contact
CONSUMER TYPES INVIETNAM
Lisa Holmes
Practice Head – Consumer Insights
Lisa.holmes@euromonitor.com
• https://www.linkedin.com/in/lisaottumholmes/
• https://twitter.com/EMI_LisaHolmes

46
Tailor these insights to your business
Passport Plus connects you directly to our experts. Through tailored presentations,
expert consultations, and workshops, we help you quickly develop expertise,
pressure test ideas, or inspire new thinking to help shape your future strategy.
Watch this video to learn more and then reach out to your Euromonitor contact to explore more
how you can engage with our teams on this topic.

47
Experience More
This research from Euromonitor International is part of a global strategic intelligence system that offers a complete picture of the commercial
environment. Also available from EuromonitorInternational:
Industry
Industry reports are updated annually and provide internationallycomparable statistics on a wide range of consumer goods, services
and industrialmarkets.
Country
Internationally cross-comparable data covers more than 210 national markets, with continuous updates providing in-depth strategic
analysis of the competitive landscape and current markettrends
Company
Strategicanalysis of the world’s largestcompanies and their activities derived from a globalcountry by countryresearch program.
Economic
The world's most comprehensive market research and in-depth data and analysis on national economic performance and market sizes.
Consumer
The world's mostcomprehensive market research and in-depth data and analysis on consumer market behaviour.

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48
Euromonitor International network and coverage
16 OFFICES
Tofind out more about Euromonitor
International's complete rangeof
businessintelligence on industries,
countries and consumers, pleasevisit
www.euromonitor.com or contact your
local Euromonitor Internationaloffice:
Bangalore+91 80 49040500
CapeTown +27 21 5243000
Chicago+1(312) 9221115
Dubai +971 4 3724363
Dusseldorf+49 (0)211 8909440
Hong Kong+852 37963604
London+44 (0)207 2518024
Mexico City +52 55 99903120
Santiago +56 2 29157200
SãoPaulo +55 11 2970 2150
Seoul82 (2) 6138436
Shanghai+86 21 603 21088
Singapore+65 64290590
Sydney+61 2 95819200
Tokyo +81 3 34362100
Vilnius +370 5 2431577
100 COUNTRIES
in-depth analysison
consumergoodsand
services industries
210 COUNTRIES
AND TERRITORIES
demographic, macro- and socio-economic
data on consumerandeconomies

Consumer Types in Vietnam 10/2022

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