Nielsen said Vietnamese consumers are more health-conscious and favour local goods more than the global average, adding that Vietnamese consumers are also more willing to spend more on premium products with greater benefits.
Detailed data showed that 17% of respondents said they only buy local goods and 59% said they mostly buy local goods, compared with the global figures of 11% and 54% respectively.
Respondents said they choose local products because their origins are clear and they want to support local firms.
According to Nielsen, health has become the top concern in Vietnam, as stated by nearly half of respondents in the survey conducted in the first quarter.
Even before the Covid-19 outbreak, 69% of Vietnamese consumers said they are willing to spend more on high-quality and safe products, far exceeding the global average of 49%.
