AsemconnectVietnam - The trend of increasing spending on luxury products and prioritizing instant digital experiences is shaping the consumer landscape in Vietnam in 2026.

The trend of comprehensive digitalization of spending
According to the Vietnam Domestic Market Report 2025, by the Department of Domestic Market Management and Development (Ministry of Industry and Trade), basic needs still dominate consumer spending. Food and beverages remain the sector with the highest proportion at 34.1% of retail sales, indicating a market where meeting essential needs remains a top priority.
However, spending on services – including accommodation, food, and travel – is growing faster than spending on goods, with an annual increase of 12-14%, reflecting a shift toward developed economies where consumers are willing to spend more on quality of life and spiritual experiences.
According to the 2026-2030 forecast by the Department of Domestic Market Management and Development, Vietnam's rapidly aging population is creating a potentially lucrative "silver economy" with specialized needs and is becoming an important market segment, with spending primarily focused on health, experiences, and spiritual values.
The combination of two major trends—digital transformation and population aging—will shape new characteristics in Vietnamese consumer shopping behavior during the 2026-2030 period. Vietnamese consumer shopping behavior during this period will reflect a combination of two prominent factors: comprehensive digitalization and population aging.
For younger consumers, demand will focus on speed, convenience, personalization, and sustainable consumption. For older consumers, demand will focus on safety, reliability, dedicated support, and health-related products.
Furthermore, consumers, especially the tech-savvy younger generation, will continue to value speed and convenience in shopping. Mobile devices will remain the central tool for most transactions. E-commerce platforms, super-apps, and e-wallets have become popular choices, allowing consumers to fully manage the entire process from searching, comparing prices, and making payments to tracking deliveries.
For older customers, convenience is especially important, coupled with the need for more support in the digital experience: user-friendly interfaces, intuitive guides, and highly personalized customer service.
Five outstanding spending trends in 2026
Visa – the world's leading electronic payment technology company – has also just announced its forecast of 5 outstanding trends that will shape how Vietnamese people spend and travel in 2026.
Accordingly, Visa's Green Shoots Radar report is an online survey conducted three times a year across 14 markets in the Asia-Pacific region, including Vietnam. The latest survey gathered opinions from 1,000 Vietnamese consumers aged 18 to 65, with a minimum income of VND 6,000,000.
According to Visa, as more young people, professionals, and families explore new destinations and digital lifestyles, expectations for seamless and secure payment solutions are constantly growing.
CK
Source: VITIC/congthuong.vn