A return to busy lifestyles in Vietnam is driving demand for convenient food and beverage packaging that is also environmentally friendly, according to research by GlobalData, a leading data and analytics company.

Consumers are increasingly on the go, juggling work and personal commitments. This has led to a surge in demand for grab-and-go food and drink.

However, Vietnamese consumers are also becoming more eco-conscious, pushing brands to innovate in sustainable packaging solutions.

“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,” explains Meenakshi Haran, lead consumer analyst at GlobalData.

GlobalData’s research found that 43% of Vietnamese consumers see convenience as a major purchase driver.

This highlights the need for packaging that is both lightweight and portable, catering to busy lifestyles.

Meanwhile, growing environmental awareness, partly driven by social media and activism, has instilled a strong preference for sustainable products, with GlobalData reporting that 32% of surveyed consumers indicate recyclable packaging to be essential for them.

“Brands face the risk of losing customer loyalty by not taking measures towards making their products and packaging more eco-friendly, as customers do not shy away from boycotting brands that do not align with their preferences,” warned Haran.

“Vietnamese consumers are overwhelmingly in favour of brands committing to sustainability, as concurred by 85% of respondents who claim they are loyal to brands that promote environmental initiatives.”

Companies are responding to this evolving consumer demand by introducing innovative packaging solutions.

Nutifood, a Vietnamese dairy company, is a prime example. Its recent announcement to launch its adult nutrition milk line in SIG's DomeMini cartons exemplifies this trend.

“Reported to be the first brand to use this new packaging in Southeast Asia, the switch to a bottle-shaped carton claims to be distinctive as well as more sustainable compared to plastic bottles, while also being convenient and easy to use for on-the-go and out-of-home consumption,” added Haran.

Millennials and Gen X consumers, facing particularly hectic schedules, are more likely to choose products that align with their time constraints. 

Specifically, GlobalData’s research shows that 72% of millennials and 68% of Gen X respondents are influenced by how well a product aligns with their busy lifestyles.