On December 10, 2024, CanCham Vietnam, with support from the Consulate General of Canada, hosted the Year-End Vietnam Consumer Trends 2025 Seminar at the New World Saigon Hotel. The event welcomed over 80 participants and provided key insights into Vietnam's evolving consumer market.
Moderated by Ms. Jasmine Wahhab, Head of Trade Section, Consul, and Senior Trade Commissioner at the Consulate General of Canada, the seminar featured expert speakers who discussed key economic, technological, and media trends shaping Vietnam’s consumer market.
The seminar began with a presentation by Mr. Ralf Matthaes, Managing Director of IFM Research, who analyzed consumer confidence and consumption trends for 2025. He highlighted that despite the ongoing effects of inflation, Vietnamese consumers are becoming less pessimistic about the future. With unemployment rates declining, optimism is on the rise. Mr. Matthaes emphasized the interplay of economic challenges and opportunities, reflecting the resilience of the Vietnamese consumer market.
The second speaker, Mr. Luke Treloar, Partner at KPMG, provided an overview of the consumer retail sector in Vietnam, focusing on the increasing dominance of digital platforms. He pointed out that digital media has surpassed traditional media in consumer engagement and investment. Media budgets are now flowing into digital channels, signaling a shift in how businesses allocate resources. Mr. Treloar also emphasized the vast opportunities available in Vietnam, where consumer confidence in digital platforms remains high, and digital indicators are becoming critical tools for businesses to drive growth.
Mr. David Watts, Executive Director at Kantar, spoke next, focusing on the rise of digital and artificial intelligence (AI) trends in Vietnam. His presentation highlighted the growing integration of AI in consumer engagement and the use of data-driven strategies to meet evolving consumer demands. The discussion underscored the increasing reliance on technology as a driver of innovation and efficiency in the market.
Ms. Tran Thi Thanh Mai, General Director of TNS Media Vietnam, followed with a detailed exploration of the Vietnam media landscape. She explained the evolution of media consumption patterns and the challenges faced by traditional media in adapting to a digital-first environment. Her insights into the diversification of media platforms emphasized the importance of targeted and dynamic digital campaigns to stay relevant in an increasingly competitive space.
The seminar concluded with an optimistic presentation by Mr. Richard Burrage, Founder of Cimigo, who outlined eight reasons why Vietnam is poised for prosperity over the next decade. He noted that Vietnam’s GDP growth has averaged 5.8% over the past ten years and highlighted the country’s increasing sophistication in production capabilities, rising foreign direct investment, and robust export growth. Mr. Burrage also discussed Vietnam’s enhanced global connectivity, the recovery of international tourism, and the resilience of domestic tourism. Despite challenges in consumer retail demand, the sector shows promising signs of recovery, bolstered by Vietnam’s dynamic economy and resourceful population.
The event concluded with a 30-minute Q&A session, where attendees engaged directly with the speakers, seeking further clarity and insights into the topics discussed.
Overall, the Year-End Vietnam Consumer Trends 2024 Seminar was a highly informative and impactful event. It provided valuable perspectives on Vietnam’s consumer trends and economic outlook, with a strong focus on digital transformation, the changing media landscape, and economic resilience.
Comments