Vietnamese consumers prioritize green and clean products: association

Vietnamese consumers are increasingly prioritizing ecologically friendly "green" and "clean" items that reach quality certifications, said Vu Kim Hanh, president of the Business Association of High Quality Vietnamese Products, at an industry fair held in Ho Chi Minh City on Thursday.

The Vietnamese consumer products market is expanding in depth, and consumers not only respect perceived quality, durability, and pricing, but also products’ healthiness.

Furthermore, in the context of a world with finite resources, rising environmental degradation, and worsening climate change, most reports and research have concluded that the green economy and circular economy are unavoidable trends in the near future. Consumption habits have also changed greatly since the pandemic.

To find out consumers' preferences, the Business Association of High Quality Vietnamese Products has finished a survey by interviewing consumers and retailers directly and online, gathering more than 70,000 votes.

The poll was conducted in four centrally-administered cities of Hanoi, Danang, Ho Chi Minh City, and Can Tho. Consumers from all 63 provinces and cities participated in a nationwide online poll. According to the findings, 69% of consumers prefer products that are beneficial to their health or meet quality standards. Some 45% prefer products with traceable origins. Products made with organic production procedures (certified organic) have a 25% purchasing rate.

According to the survey, traditional retail channels, particularly grocery stores, continue to dominate due to their appeal in terms of quality, affordability, and, most importantly, convenience or friendliness. Flexible adaptive channels, such as Zalo sales and non-cash payments via e-wallets or bank transfers, are also emerging.

The poll indicates more positive trends about consumer buying levels in 2024 compared to 2023, but the rise is not statistically significant. Merely 30% of the customers polled predicted a minor increase in retail spending in 2024 over 2023. In the meantime, over 40% of respondents stated they would keep cutting back on their purchases, and 30% stated they would not alter their level of purchasing in comparison to 2023.

According to Vu Kim Hanh, for at least the first six months of 2024, it will still be a difficult journey for businesses in terms of expanding the market.