Three consumption trends for 2025 Lunar New Year holiday: Kantar Worldpanel

Consumers are prioritizing practical products such as household appliances, cooking utensils and personal care items, says Nguyen Phuong Nga, business director at Kantar Worldpanel Vietnam.

Nga shared the information on the second day of the "Tet (Lunar New Year) shopping trends 2025" seminar in Ho Chi Minh City on Monday.

A consumer survey across four major cities and rural areas by Kantar Worldpanel, a global marketing data and analytics company, shows three Tet 2025 consumption trends in Vietnam.

During Tet 2025, consumers will continue to favor essential and practical items, including household appliances, cooking utensils, personal care products, and non-alcoholic food and beverages.

This trend reflects a move toward simplicity in product selection and a shift from large gatherings to more intimate family and individual activities.

Additionally, stricter regulations on driving under the influence are expected to reduce the presence of alcohol and confectionery in Tet shopping baskets, though they will still represent a sizable portion of holiday purchases.

Shift toward practical gift sets

In 2025, consumers are leaning toward practical and affordable gift sets over traditional fast-moving consumer goods (FMCG).

Kantar's survey reveals a steady decline in the number of households receiving FMCG (fast-moving consumer goods)-based Tet gifts. Instead, consumers are opting for items with high utility such as cooking oil, spices, and health-conscious products like nuts, yogurt and bird’s nest, replacing once-popular options like beer and sweets.

Increased travel during Tet

Travel is becoming an increasingly popular way to celebrate Tet. After years of dealing with pandemic and work-related stress, many consumers are seeking relaxation through domestic and international trips.

Data from the General Statistics Office shows a significant rise in travel during Tet 2024, signaling that tourism is evolving into a core part of Tet celebrations. In parallel, Tet gifts are becoming more diverse, with options like cash, household items, and fashion replacing traditional FMCG products.

Despite these evolving consumption patterns, Tet 2025 remains a cherished occasion for Vietnamese people. Following years of economic and societal challenges, consumers are approaching the holiday with a calmer, more relaxed mindset. There’s a noticeable reduction in large gatherings, simplified Tet preparations, and an increased focus on family time and personal well-being.

According to Kantar's forecast, FMCG growth during Tet 2025 is expected to reach 1-3%, with rural areas experiencing higher growth rates than urban areas.

This growth reflects a positive sign of economic recovery, despite significant events last year, such as super typhoon Yagi and severe flooding in northern regions which caused extensive damage.

However, the financial impact on consumers has not been overly severe, suggesting resilience in household spending during the holiday season.

People in Vietnam will enjoy a nine-day holiday for the upcoming Tet from January 25 to February 2, 2025, per a new decision by Prime Minister Pham Minh Chinh.