The share of Vietnamese consumers with a positive outlook rose from 41% in Q2 to 54% in Q3 2026, according to Cimigo’s Vietnam’s Consumer Outlook 2027. However, this remained below the roughly 62–64% recorded in 2025.
Recovery creates opportunities for brands, but it does not answer the key planning question: how will customers change the way they buy?
Identify the source of growth
Revenue can grow when a brand attracts new buyers, existing customers buy more frequently, or customers choose higher-value product lines. New buyers may be people entering the category for the first time or people switching from a competing brand.
Each source of growth requires a different investment. Acquiring new buyers is different from encouraging repeat purchases. Persuading people to switch brands also takes more than increasing advertising reach.
Before increasing the budget, brands and agencies need to identify the buying behaviour they want to change—and measure whether the campaign actually changes it.
In your next plan, do you expect growth to come mainly from new customers or from existing customers buying more?
Source: Cimigo, Vietnam’s Consumer Outlook 2027, report page dated 21 October 2026.
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