报告指出，把握越南零售市场需结合市场、消费者、分类和零售洞察，如关注区域差异、韩流影响，优先合适区域与渠道，了解品类趋势，以制定有效策 略。 经济上，越南增长强劲，2020 - 2024年实际GDP增速高于亚太和东南亚平均水平，预计2038年成东南亚第二大、全球第21大经济体。经济增长由工业、建筑 和服务业驱动，农业增速较低。其人口优势显著，总人口1.01亿（东南亚第三），15 - 64岁人口占比65%，吸引大量外国直接投资，2024年新加坡、韩国等 为主要投资者。 零售市场格局有三大要点。一是渠道格局多元，传统贸易（TT）因文化基础仍是食品杂货主要渠道，但不便且难满足现代消费者需求；现代贸易（MT）持 续扩张，大小超市涌现；疫情后线上购物快速增长，消费者形成线上采购习惯。快消品方面，啤酒、香烟、饮料推动长期增长，个人和家庭护理因转向线上 呈下降趋势，2024年各类渠道快消品均反弹，MT重要性提升，且MT门店扩张以小型化为主。二是区域动态差异明显，南部传统贸易对快消品销售额贡献最 大（44.4%），但北部和中部增长更快；三地人口、零售店密度等特性不同，消费者偏好也有别，北方偏爱浓味、大包装，中部受天气和价格影 ...

Economic Overview - Vietnam's economy is performing well, with GDP growth consistently surpassing that of the Asia-Pacific and Southeast Asia regions. The industrial, construction, and service sectors are showing significant growth, while agriculture, forestry, and fisheries are also developing steadily. The population is approximately 101 million, with 65% in the working-age group of 15-64 years. Vietnam is expected to become the second-largest economy in Southeast Asia and the 21st largest globally by 2038 [1][10]. Retail Market Structure - The retail market in Vietnam is primarily composed of traditional trade (TT), modern trade (MT), and online platforms. Traditional trade remains the main channel for grocery shopping due to cultural factors, but it faces challenges in meeting modern consumer demands. As of March 2025, market stalls account for 51% of total retail outlets. Modern trade is rapidly expanding, with a notable increase in convenience stores and minimarts, particularly in urban areas. Online shopping has surged post-COVID-19, with consumers increasingly adopting online grocery purchasing habits [2][22][29]. Consumer Behavior - Vietnamese consumers exhibit strong financial resilience, with a bifurcated FMCG market showing both premiumization opportunities and downtrading trends. A significant portion of consumers (64%) are willing to pay a premium for home products that enhance outdoor experiences, while 75% are price-sensitive and utilize promotions to stock up on goods. Categories such as beer, cigarettes, and beverages are long-term growth drivers for FMCG, while personal care and home care categories have seen declines due to a shift towards online channels [3][27][28]. Regional Dynamics - The retail landscape varies significantly across regions in Vietnam. The southern region contributes the most to total FMCG sales, but both the northern and central regions are growing at a faster pace. Northern consumers prefer strong flavors and larger packaging, influenced by traditional customs, while central consumers are more price-sensitive and favor local brands. Southern consumers prioritize convenience and outdoor spending, with lower prices in the Mekong Delta compared to the southeast [40][44][45].