Into the mind of Millennial Premium Shoppers

Research Period
November 2019
# of pages
Intage Vietnam
Report price
Target countries
  • Viet NamViet Nam


This research reveals what millennials, who drive the Vietnamese economy and create trends in the future, want to spend their money on and the underlying sentiment behind their spending behavior.


The results of this research show that travel is the most expensive thing millennials have spent in the past year. A new consumer behavior, the travel shopper, placing more importance on shopping for travel, is also emerging. It is also notable that beauty-conscious people are more likely to use beauty salons and cosmetic treatments than to exercise on their own. It is assumed that people are highly conscious of beauty and want to get support from professionals.

Research design

*Research method: Interview
*Respondent criteria: Millennials (Generation born 1980-1994)

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