Vietnam’s retail and beauty sectors are poised for a remarkable transformation in 2026, as consumer habits shift and technological innovation becomes a driving force. According to recent data from the General Statistics Office, the total retail sales revenue of goods and consumer services in November 2025 reached approximately 601.2 trillion VND, marking a 7.1% increase over the same period last year. This upward momentum was evident across key categories: revenue from household appliances, tools, and equipment surged by 13.6%, propelled by heightened demand during seasonal changes and the need to replace items damaged by flooding. Textiles and garments saw a 9.2% rise, food and foodstuff grew by 7.0%, accommodation and food services increased by 13.6%, and travel and tourism experienced a robust 19.1% jump.
Zooming out to the broader picture, from January to November 2025, Vietnam’s total retail sales revenue of goods and consumer services was estimated at 6,377.7 trillion VND. That’s a 9.1% increase compared to the same period in 2024, a sign that the country’s economic engine continues to hum along at a healthy pace. Retail sales revenue of goods alone for the first 11 months of 2025 was estimated at 4,859 trillion VND, accounting for 76.2% of the total and showing a 7.9% increase year-over-year. Regional data also highlights strong growth: An Giang led with a 9.9% increase, followed by Dong Nai (7.9%), Ninh Binh (7.7%), Nghe An (7.4%), and Thanh Hoa (7.1%).
Looking ahead, Guotai Junan Vietnam forecasts that in 2026, the total retail sales revenue of goods and consumer services is expected to grow by 10%. What’s fueling this optimism? Two notable consumption trends are emerging, each reshaping the market in its own way.
The first trend centers on conscious consumption, with a particular focus on health and education. Vietnamese consumers are becoming more deliberate with their spending, adjusting budgets according to product categories. There’s an unmistakable rise in what’s been dubbed “conscious consumption”—people are not just spending more, they’re spending smarter. The data backs this up: more than 33% of Vietnamese are willing to pay a premium for green products, reflecting a growing environmental awareness. But it’s not just about going green. Financial security is prompting consumers to direct more of their budgets toward essentials. According to ACSS, 67% of Vietnamese report increased spending on education, healthcare, and physical fitness, outpacing the 53% who say they’re spending more on daily necessities.
This shift isn’t just about covering the basics. There’s a rising appetite for experiences—premium dining, entertainment, and luxury travel are all seeing increased interest. It’s what some analysts are calling a move toward “selective enjoyment.” Rather than spending impulsively, consumers are treating these experiences as investments in quality of life. The message is clear: Vietnamese shoppers want value, but they also want to savor life’s finer moments.
The second major trend is the modernization of consumption, driven by technology and changing retail channels. The digital wave is sweeping through Vietnam, with consumers increasingly embracing cashless payments, online shopping, and social commerce. Platforms like TikTok Shop, Shopee, and Lazada all reported double-digit growth in 2025, signaling a dramatic shift in shopping behavior. The integration of artificial intelligence (AI) for personalized customer experiences and the adoption of omnichannel retail models are expected to help domestic retailers improve productivity and foster greater customer loyalty in 2026. E-commerce in Vietnam is projected to grow by a staggering 35% annually through 2028.
Traditional retail channels are giving way to modern ones, and the influence of social media is undeniable. Influencers now wield significant power over purchase decisions, especially among younger generations. Millennials and Gen Z have long looked to influencers for product discovery and brand recommendations. Now, even Gen Alpha—the youngest cohort—are joining the trend. Statistics reveal that 49% of Gen Alpha trust influencer shopping advice as much as recommendations from family and friends. For Gen Z, influencer accounts have more sway over buying decisions than the official channels of retailers themselves. According to Klarna’s “Shopping Pulse” research, influencers now have greater impact on Gen Z than traditional retail outlets do.
Meanwhile, the beauty industry is undergoing its own quiet revolution, with 2026 shaping up to be a year of measured change rather than radical disruption. Reports from Pinterest Predicts 2026, Consumer Edge State of Retail 2025, and Beauty and Cosmetics Design Asia all point to a new era where wellness rituals, niche perfumes, and AI-driven personalization take center stage. The focus is shifting from flashy, extreme trends to evolutionary changes that emphasize scientific data and diagnostics. These tools are increasingly guiding both purchasing decisions and how consumers actually use cosmetics.
Scientific-based beauty products and clinics are expected to continue growing as research data becomes a critical filter for innovation. From ingredient selection to packaging design and care routines, the beauty industry is putting science at the heart of its offerings. Strong wellness anti-aging concepts—centered on cellular energy, recovery, and regeneration—are being woven into multi-layered formulas that target multiple biological mechanisms. Leading manufacturers’ product development roadmaps for 2025–2026 show a clear direction toward regeneration and graceful aging, establishing these ideas as key pillars across skincare segments.
Beauty brands and clinics are also embracing data platforms to analyze consumer trends, ingredient efficacy, and market dynamics. This enables them to respond more quickly to new demands and creates an ecosystem where topical skincare products, specialized treatments, and diagnostics are interconnected rather than siloed. The language of beauty is evolving, too. Concepts like skin longevity, resilience, and emotional balance are cropping up more frequently, reflecting a move toward early prevention, gentle care routines, and a more controlled approach to cosmetics. No longer is the bathroom cabinet a place for random experimentation—it’s becoming a curated, science-backed space.
AI is playing a starring role in this transformation. Color personalization and innovation processes powered by data reveal that beauty is no longer just about outward appearance. It’s about measurable behaviors and clinical results. The trends for 2026 suggest that Vietnamese consumers are ready to embrace a holistic approach to beauty—one that values both emotional well-being and scientific validation.
With macroeconomic support, favorable policies, and these evolving consumer trends, Vietnam’s retail and beauty industries are set for a dynamic year ahead. Whether it’s the way people shop, the products they choose, or the experiences they seek, change is in the air—and it’s being shaped by a blend of tradition, technology, and a growing desire for quality and meaning in every purchase.
