With life returning to normalcy following the pandemic, Vietnam has witnessed a growing demand for convenient and sustainable food and drinks.
This shift in consumer behaviour towards eco-consciousness has created opportunities for brands to meet consumer expectations and promote their commitment to sustainability through innovative packaging.
“Brands need to ensure that their products and packaging meet consumers' expectations of convenience, making them portable and lightweight,” said Meenakshi Haran, Lead Consumer Analyst at Global Data.
“These are important considerations for consumption out-of-home and on the go, with the added challenge of balancing consumer inclination to make eco-friendly choices.
“As many as 43 percent of Vietnamese consumers admit that convenience is an essential feature influencing a purchase decision, while 32 percent indicate that recyclable packaging is essential for them.”
More consumers are seeking products that align with time constraints to create a work-life balance. A survey conducted by GlobalData revealed that 68 percent of Vietnamese respondents are likely to buy on-the-go products to increase time management.
“Sustainability is focused around multiple facets of a product, including ingredients, packaging, production process, and supply chain,” said Tim Hill, GlobalData's Key Account Director for Southeast Asia.
“There is strong intent among consumers to buy more products from brands that demonstrate a commitment to sustainability, fueled by growing awareness of the environmental impact of their choices thanks to social media and the popularity of environmental activists.”
This poses a potential threat for brands that do not take measures to make products and packaging more eco-friendly. Vietnamese consumers are overwhelmingly in favour of brands committing to sustainability, as 85 percent of respondents concurred.
“As consumer lifestyles change, so do their consumption habits, including when and where they consume food and drinks,” continued Hill.
“Millennials and Gen X consumers are reported to be more concerned about hectic lifestyles and balancing work and personal activities, so they choose or consider products that align with their requirements.”
Over 72 percent of Millennials and 68 percent of Gen X respondents affirmed this, stating that they are often influenced by how well a product aligns with their time constraints.
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