Five demographic shifts transforming the consuming class in Vietnam

Vietnam's households are getting smaller, with the average size decreasing by around 20% over the past two decades.

The number of people aged 60 and over is expected to increase by five million, and seniors are expected to account for more than 17% of Vietnam's population by 2030.

Digital natives, including members of Generation Z and millennials, are expected to account for around 40% of Vietnam's consumption by 2030.

Economic empowerment of women is expected to lead to increased purchasing power and new consumption patterns.

The geographic distribution of spending is expected to become more widespread, with growth in smaller cities as well as major cities.