Vietnam is one of Southeast Asia’s most beautiful countries with over 90 millions population. Vietnam economy has been developing over past 30 years with many achievements and became one of top countries attracting FDI in Asia Pacific. Even Covid-19 pandemic has attached Vietnam economy, however under the intelligent management, we have controled well the pandemic and push the economy grow again. ASHAVI has consolidated insights from different source of data, providing you the prospect of Vietnam economy beside pandemic impact. We hope you find useful information in this book. If you want deeper understanding and market analysis, contact us : www.ashavi.com for more details.

1. Vietnam
Portrait
2020

3. Boost Business by Insights and Technology
Introduction
Vietnam is one of Southeast Asia’s most beautiful countries with over 90 millions population. Vietnam economy has
been developing over past 30 years with many achievements and became one of top countries attracting FDI in Asia
Pacific. Even Covid-19 pandemic has attached Vietnam economy, however under the intelligent management, we have
controled well the pandemic and push the economy grow again.
ASHAVI has consolidated insights from different source of data, providing you the prospect of Vietnam economy
beside pandemic impact.
We hope you find useful information in this book.
If you want deeper understanding and market analysis, contact us for more details.
3

4. VIETNAM BRIEFLY

5. Boost Business by Insights and Technology
Vietnam at a glance
5
Ho Chi Minh city
⚫ Population: 8.993 mil
⚫ Male vs. Female: 49:50
⚫ Household: 2,558 mil
Hanoi
⚫ Population: 8,054 mil
⚫ Male vs. Female: 50-50
⚫ Household: 2,224 mil
Vietnam Population
96,208,984 people
26,870,079 Household
Source: GSO 2019, 2018
49.8% Male
50.2% Female
Hoàng Sa
Trường Sa
34.43 % Urban
65.57% Rural
77.5% adult >15 yrs married
Get married 1st time:
27 yrs (Male)
23 yrs (Female)
Family Size:
3.6 members
88% labor force in
total population

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Vietnam GDP
6
Vietnam’s economic is bright thanks to the stable growth over last decade
Source: tradingeconomics.com, GSO, populationpyramid.net
106.0 115.9
135.5
155.8
171.2
186.2 193.2
205.3
223.8
245.2
261.9
5.4
6.4 6.2
5.2 5.4
6.0
6.7
6.2
6.8 7.1 7.0
6.7
9.2
18.7
9.1
6.6
4.1
0.6
2.7
3.5 3.5
2.8
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
20.0
0.0
50.0
100.0
150.0
200.0
250.0
300.0
350.0
400.0
450.0
500.0
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
GDP (current Billions US$) GDP growth (annual %) Inflation, consumer prices (annual %)

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Vietnam Education & Occupation
7
Nearly half graduate at least high school and ¾ labour force work with special skill set, knowledge
Below Primary
school, 9.8
Primary school,
21.4
Secondary high
school, 32.3
High school,
17.3
Vocational/
College/ or
similar, 9.9
University and
above, 9.3
Highest Education of Vietnamese, 2019
Source: GSO, 2019
Occupation level, 2019
Director/
Leader, 0.8
Senior Level,
7.5
Middle
Level, 2.8
Employee,
1.8
Sales,
security,
clerk, 18.3
Argiculturial
occupation,
7.9
Skill workers,
14.5
Mechanic,
professional
workers,
13.2
Simple hand-
power
workers,
33.2

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Wealth and convenience in house
8
9/10 Vietnamese stable with own houses, and cozy with home appliances, electronic products
Computer
(Desktop &
Laptop)
30.7%
Car
5.7%
Household have
internet connection
60%
Smart phone/
Tablet
45%
Air Conditioner
31.4%
Source: vnta.gov.vn, GSO 2019, Kinhtedothi.vn
88.1% own houses 11.9% rent houses/ apartment/
non-ownership

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Vietnam income and expenditure
9
273 USD earnings per month, have saving habits, majority spending for basic ncessities, lifestyle goods
Average monthly income per capita:
273 USD (Y2019)
Source: ceicdata.com, forbesvietnam.com.vn, thanhnien.vn, zingnews.vn
Deloite Consumer Survey 2019
Breakdown of monthly household expenditure
by category
Have
bank
account,
63%
None
bank
account,
37%
4.1% credit card penetration
70% Vietnamese saving money,
81.3 mil registered bank saving
accounts
Basic Necessities,
41%
Lifestyle Goods,
19%
Welfare & Leisure,
12%
Housing &
Transportation, 14%
Consumer
Electronics, 10%
Recreational Goods,
4%

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Digital Consumption
10
Time for internet access:
6 hours 42’
Time spending on media
Time for social network:
2 hours 33’
Time for TV/ Video on demand:
2 hours 31’
Time for music online:
1 hours 11’
Source: wearesocial,hootsuite
Digital Content Taste
Movie/ Video/ Clip: 95%
Vlogs: 57%
Music: 73%
Popcast: 33%
Radio: 46%

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Movie tastes
37%
27%
26%
25%
21%
20%
16%
16%
8%
2%
2%
2%
Blockbuster action
Romance
Cartoon, Animation
Family, Social
Crime, Investigation
Horor, thrilling
Historical/ Traditional Costumes
Science Fiction
Comedy, funny
Religious films
Historical, documentary
Advertising
Preferable type of films
US: 66% EU: 48%
Korea: 43% China: 33%
Latin America
26%
Thailand: 25%
Taiwan: 21%
Others:
Japan: 16%, Vietnam:14%
India: 11%
Preferable Movies Origin
Free source (FB, Youtube,
free web): 84%
Paid online website:
32%
Paid app (FPT
play, Netflix, etc):
73%
Paid cable TV,
TV box: 24%
Channel
Source: ASHAVI Research Jun 2020 11

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Shopping
12
Transaction via cards accounts for
34% and this rate is predicted to
growth 15% by 2021. (2019)
92% feel happy when shopping
84% enjoy walking in store to
find the products
82% planning before shopping
Source: Nielsen Shopping Report 2017, worldline.technology “2019 Global payments trends report
– Vietnam country insight” , Kantar’ Vietnam consumer finance report 2019
Once - A
few times
/ month,
30%
Once /
several
months,
18%
Never /
Rarely,
35%
Weekly
and more,
17%
Online Shopping Frequency
Consumer
electronics
33.6%
Travel
21.6%
Household
goods
14.7%
Clothes
and
apparel
14.3%
Food,
health and
beauty
15.7%
Others
0.1%
Top Online-purchased
Categories
34% 22% 19% 19% 6%
Card Bank transfer Digital wallet Cash Others
Payment method

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Healthcare behavior
13
Thanks to internet and its advantages, patients increase their expectation and willing to pay high for better
healthcare
Source: Vietnam Consumer Health Behavior 2015, Patient Survey 2019, ASHAVI
Proactive to search
information on internet
Trust and
influenced by
HCPs
Willing to pay
more for
better
healthcare
services
Less patience to wait
and go ahead with
quick treatment
Youth
underestimate
their health but
sacrifice for
their kids
Patient Behavior
in new digital 4.0

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What Vietnamese benefits are important for the future
14
CONVENIENCE TIME SAVING HEALTH WELLNESS

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What is your strategy to gain more Vietnamese consumer?
15
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INNOVATION
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To boost business by
Insights & Technologies
Philosophy
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Consumers via Research
& Technology
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