FMCG Gurus – Active Nutrition in Vietnam – Country Report 2026
Report Description:
This report explores consumer attitudes, motivations, and everyday behaviors in 2023, with a focus on how values, lifestyles, and environmental practices shape decision-making. The report provides insight into what drives consumer choices, how consumption habits align with personal priorities, and the role sustainability plays in daily life. Our findings examine the connections between motivations, lifestyle patterns, and environmentally conscious actions, highlighting opportunities for brands and industries to better support evolving consumer expectations.
This report will look at the following areas:
Section 1: Attitudes & Motivations:
- The range of environmental issues that consumers express concern about.
- Consumer expectations of brand-led claims, pledges, and sustainability commitments.
- Willingness among consumers to pay a premium for products aligned with specific ethical or environmental claims.
- The extent to which ethical credentials can influence brand avoidance or boycott behavior.
Section 2: Consumption Habits & Lifestyle:
- Shifts in consumer lifestyles aimed at supporting more sustainable living.
- Perceived links between sustainable behaviors and personal health and wellbeing.
- Key challenges and trade-offs consumers face when attempting to adopt more sustainable lifestyles.
- The impact of time scarcity and busy routines on environmentally responsible consumption decisions.
Section 3: Environmental Practices:
- Consumer awareness of recycling and the gap between intention and consistent behavior.
- Demand for clearer initiatives and incentives to encourage recycling participation.
- Consumer concerns around food waste from ethical, environmental, and financial perspectives.
- Openness toward food and drink products positioned around extended shelf life benefits.
- Perceptions of corporate responsibility in relation to carbon emissions and environmental impact.
FMCG Gurus – Active Nutrition in Vietnam – Country Report 2026
Report Description:
This report explores consumer attitudes, motivations, and everyday behaviors in 2023, with a focus on how values, lifestyles, and environmental practices shape decision-making. The report provides insight into what drives consumer choices, how consumption habits align with personal priorities, and the role sustainability plays in daily life. Our findings examine the connections between motivations, lifestyle patterns, and environmentally conscious actions, highlighting opportunities for brands and industries to better support evolving consumer expectations.
This report will look at the following areas:
Section 1: Attitudes & Motivations:
- The range of environmental issues that consumers express concern about.
- Consumer expectations of brand-led claims, pledges, and sustainability commitments.
- Willingness among consumers to pay a premium for products aligned with specific ethical or environmental claims.
- The extent to which ethical credentials can influence brand avoidance or boycott behavior.
Section 2: Consumption Habits & Lifestyle:
- Shifts in consumer lifestyles aimed at supporting more sustainable living.
- Perceived links between sustainable behaviors and personal health and wellbeing.
- Key challenges and trade-offs consumers face when attempting to adopt more sustainable lifestyles.
- The impact of time scarcity and busy routines on environmentally responsible consumption decisions.
Section 3: Environmental Practices:
- Consumer awareness of recycling and the gap between intention and consistent behavior.
- Demand for clearer initiatives and incentives to encourage recycling participation.
- Consumer concerns around food waste from ethical, environmental, and financial perspectives.
- Openness toward food and drink products positioned around extended shelf life benefits.
- Perceptions of corporate responsibility in relation to carbon emissions and environmental impact.
How This Report Can Benefit the Industry:
- Clarify which sustainability messages and behaviors actually drive choice: Identifies who sustainability influences, where scepticism and fatigue set in, and how attitudes translate (or don’t) into real behavior, helping brands target the right consumers and avoid wasted messaging.
- Focus innovation and investment on actions consumers will support: Connects motivations, lifestyle constraints, and everyday behaviors to reveal which sustainability initiatives, products, and benefits are worth backing, and which are unlikely to convert despite stated intent.
- Enable confident, aligned, and faster decisions: Provides a shared evidence base that aligns teams on credible claims, reduces greenwashing risk, and accelerates go-to-market decisions by showing where consumers are ready to engage now.
Files included in this report:
FMCG-Gurus-Sustainability-Trends-Global-Report-2026.pdf
FMCG-Gurus-Sustainability-Trends-Global-Report-2026-1.pptx