Born between 1980 and 2000 (18-38 years old), Millennial accounts for 32% of the world population and 35% of the population of Vietnam. This generation is the key group in the global workforce as well as the main consumer target and vital for many brands.

This edition of the Vietnam Market Insight Series provides a holistic portrait of Vietnamese Millennials, in order to reach them and get into their minds.

• The portrait of Vietnamese Millennials, their distinctive thinking, lifestyles and expectations and differences in their shopping behaviors from older generations.

• The influence of digital platforms on Millennials’ social life and each stage of their shopping journey.

• OOH (out-of-home) activities are more common among Millennials than in previous generations, with more touch-points and opportunities for brand targeting

• Millennials are health-conscious and open-minded. Their appetite for new things reflects the way they shop and their preference for “Affordable Premium Options”

Vietnam: Into the Minds of Millennial shoppers

Born between 1980 and 2000 (18-38 years old), Millennial accounts for 32% of the world population and 35% of the population of Vietnam. This generation is the key group in the global workforce as well as the main consumer target and vital for many brands.

This edition of the Vietnam Market Insight Series provides a holistic portrait of Vietnamese Millennials, in order to reach them and get into their minds.

• The portrait of Vietnamese Millennials, their distinctive thinking, lifestyles and expectations and differences in their shopping behaviors from older generations.

• The influence of digital platforms on Millennials’ social life and each stage of their shopping journey.

• OOH (out-of-home) activities are more common among Millennials than in previous generations, with more touch-points and opportunities for brand targeting

• Millennials are health-conscious and open-minded. Their appetite for new things reflects the way they shop and their preference for “Affordable Premium Options”

This report was provided by Kantar. For more information on Kantar Company, visit their website at: http://www.kantar.com/