Vietnam's Consumer Market – Opportunities for FMCG in Vietnam's Rising Middle Class

Vietnam’s consumer market is undergoing rapid transformation, driven by a rising middle class, strong consumer confidence, and increasing demand for higher-quality goods. As purchasing power grows, Vietnamese consumers are shifting toward branded, premium, and imported fast-moving consumer goods (FMCG). This evolving landscape presents significant opportunities for foreign companies looking to enter or expand in Vietnam.

In this session, Dezan Shira & Associates, represented by Vivie Wei, Country Director Vietnam, will deliver an in-depth briefing on the opportunities emerging in Vietnam’s FMCG sector, particularly as they relate to the country’s expanding consumer class and evolving retail environment.

Key Topics We Will Cover:

• Vietnam’s Consumer Market: Who Is Buying and Why It Matters: Snapshot of the rising middle class & key consumption trends
• Where the FMCG Opportunities Are: High-potential categories relevant to foreign brands
• How Foreign Companies Can Enter the Market: Practical entry pathways + overview of retail & e-commerce channels
• Key Regulatory Requirements to Get Started: Product registration, labeling, and basic compliance

Who Should Attend

• FMCG brands exploring Vietnam market entry
• Retail and e-commerce companies
• Investors assessing consumer-goods opportunities
• Market strategists and business development teams
• Companies seeking clarity on regulatory compliance in Vietnam

Participants will gain practical insights into navigating consumer trends, regulatory shifts, and market-entry strategies while identifying high-potential growth areas within Vietnam’s dynamic FMCG landscape.

The webinar is free to attend and will be hosted in English.

 If you have any questions ahead of the session, please get in touch with Julia Goeb.