1、October 2022The Vietnam Consumer SurveyRebound,rebalance,and renewal2The Vietnam Consumer Survey|Rebound,rebalance,and renewalContentsForeword 3Emerging trends in consumer behaviour 4The Vietnam Consumer Survey 61.Areboundinconsumerconfidence72.A rebalancing of consumer priorities 133.A renewal of t

2、he retail landscape 18Rebound,rebalance,and renewal 26Contactus273The Vietnam Consumer Survey|Rebound,rebalance,and renewalCOVID-19 has undoubtedly taken a toll on economies across the globe,and Vietnam is no exception.Where it has differed,however,is the level of resilience that it has displayed ag

3、ainst the pandemic and its accompanying external headwinds.Looking ahead,its economy appears poised for a rapid recovery on the back of its successful national vaccination program,reopening of the tourism sector,and recent easing of pandemic controls.In this edition of the Vietnam Consumer Survey,we

4、 will explore some of the key changes in consumer behaviour and buying patterns that have emerged from the recent survey conducted by Deloitte Southeast Asia in the fourth quarter of 2021 across 1,000 households through face-to-face interviews in four major cities:Can Tho,Da Nang,Hanoi,and Ho Chi Mi

5、nh City.We will begin by examining the overall consumer sentiment,including the intention to vary expenditure levels across different product categories.What we found was a visible rebound in consumer optimism,accompanied by a relatively high level of receptiveness to participating in key economic a

6、ctivities in particular,going to work and visiting a store.Given their upbeat outlook,Vietnamese consumers could also be observed to be reallocating their expenditure away from basic necessities,and towards greater discretionary spending.Next,we will explore the purchase drivers across different pro