Decoding shopper behaviour with

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in Vietnam

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Worldpanel Vietnam delivers the most comprehensive view of consumer and shopper behaviour across Vietnam’s FMCG landscape. Leveraging advanced analytics and one of the industry’s most trusted household panels, Worldpanel helps uncover demand drivers, anticipate behaviour shifts, and shape strategies that win more buyers and grow market share.

Panels and Solutions

Smiling family sharing a meal together with various dishes and orange juice on the table.

Worldpanel by Numerator runs the country’s leading FMCG Household Panel, continuously tracking how consumers shop and consume across all regions in VIetnam. With a robust national sample of 6,000 households covering 130+ FMCG categories, we monitor purchases across every retail channel to provide the most accurate view of shopping trends and brand performance. Our consumer experts analyse market benchmarks to deliver the actionable shopper insights that help brands understand consumer behaviour, optimise marketing and trade strategies, and unlock growth opportunities in Vietnam’s fast-evolving FMCG landscape.

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Woman reaching for an item on a grocery store shelf while a man and a child sit in a shopping cart nearby.

Babies represent a high value FMCG segment in Vietnam, driven by strong family values and increasing willingness among parents to invest in quality products. Worldpanel’s Baby Panel tracks the purchase behaviour of urban mothers in Ho Chi Minh City and Hanoi with children aged 0 to 4. Covering more than 10 baby categories and supported by data since 2007, it delivers deep insight into how Vietnamese parents shop and consume across early life stages.

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Young woman in glasses and yellow sweatshirt holding bubble tea and looking at her phone on a city street.

True understanding of marketing starts with understanding how products are used. With over 30 years of global expertise, Worldpanel’s Usage Study reveals when, where, how, and why products are consumed, and by whom. By integrating usage insight with verified purchase behaviour, it provides a complete view of FMCG consumption, helping brands identify trends, refine positioning, and unlock new opportunities for growth based on real life behaviour.

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Woman in a light blue dress smiling as she selects a product from a shelf in a store while holding a shopping basket.

Finding additional shoppers is the most reliable way to grow, with nine out of ten brands expanding through penetration. PanelVoice is our single source survey solution that connects you directly with the people behind your data. It links attitudes, motivations, and opinions to verified purchases, helping brands understand what shoppers think, why they choose, and how perception drives performance, enabling sharper strategy and sustainable growth.

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Child wearing a helmet sitting inside a shopping cart being pushed down a grocery store aisle by a smiling adult.

In a fast-changing retail environment, staying close to shoppers and channels is crucial. Built on best-in-class single-source behavioural data and delivered by multidisciplinary experts, our shopper and retail solutions empower brands and retailers to uncover growth opportunities, optimise trade plans, and evolve their offer with confidence. Define your challenge, and Worldpanel will help you understand the market today—and anticipate the retail shifts of tomorrow.