Demand for convenient and sustainable packaging in Vietnam increases post-pandemic

The shift fuels eco-conscious consumerism, creating opportunities for brands to adopt innovative packaging.

There is an increasing demand for convenient food and drink options as consumers face long commutes and hectic workdays post-COVID-19, according to GlobalData.

The shift fuels eco-conscious consumerism, creating opportunities for brands to adopt innovative packaging.

“Brands need to ensure that their products and packaging meet consumers expectations of convenience, making them portable and lightweight, important considerations for consumption out-of-home and on the go, with the added challenge of balancing consumer inclination to make eco-friendly choices,” Meenakshi Haran, lead consumer analyst at GlobalData. 

She said that in Vietnam, 43% of consumers find convenience essential whilst 32% prioritise recyclable packaging.

Tim Hill, key account director for Southeast Asia at GlobalData, also said that consumers are trying to fit more activities into their busy schedules, driving the demand for on-the-go consumption. 

"Sixty-eight percent of Vietnamese respondents seek products that align with their time constraints," he says.

Additionally, sustainability is a key focus, involving ingredients, packaging, production, and supply chains.

“There is strong intent among consumers to buy more products from brands that demonstrate a commitment to sustainability, fueled by growing awareness of the environmental impact of their choices thanks to social media and the popularity of environmental activists,” he explained.

ALSO READ: Vietnam's middle class eyes higher disposable income by 2027

Moreover, Haran warned that brands risk losing customer loyalty if they don't adopt eco-friendly measures. 

"Vietnamese consumers are overwhelmingly in favor of brands committing to sustainability, as concurred by 85% of respondents who claim they are loyal to brands that promote environmental initiatives" she said.

Haran added brands are responding by innovating their products and packaging.

 “As consumer lifestyles change, so do the consumption habits of when and where they consume food & drinks,” she said.

Hill noted Millennials and Gen X consumers, in particular, are influenced by how well a product fits their time constraints, with 72% of Millennials and 68% of Gen X respondents agreeing.