Supply Chain Insights – Consumer Insights in Vietnam
October 15, 2025
*Tencel is a trademark of Lenzing
SUSTAINABILITY
= significantly higher in 2025 = significantly lower in 2025
Top Retailers Shopped for Clothing
Top Ways Plan to Shop for Clothing in Next Year
Cotton Preference
Top Reasons Would Pay More for Clothes Made from
Natural Fibers
Preferred Shopping Method
Top Social Media Sources
% Say Is Safe for the Environment (Top 5 of 11)
AMERICA’S COTTON PRODUCERS AND IMPORTERS Service Marks/Trademarks of Cotton Incorporated ©2025 Cotton Incorporated
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor™ survey, conducted with n=1,001 consumers in Vietnam
COTTONINC.COM
LIFESTYLEMONITOR.COTTONINC.COM
79%
Feel very/somewhat
optimistic about their
financial situation
89%
81%
63%
72%
60%
59%
Cotton Wool Hemp PolyesterRayon Tencel*
91% 90%
96%
I will do more
research so I can
get the best value
I will buy
higher-quality,
longer-lasting items
I will buy more
comfortable
clothing
I will buy clothing in the
latest styles
Top Way Plan to Shop
61 %
GLOBAL LIFESTYLE MONITOR: INDIA
GLOBAL CONSUMER
INSIGHTS
IN VIETNAM
SHOPPING TRENDS
= significantly higher in 2025 = significantly lower in 2025
39%
88%
In-Store
Online
9%
60%
Browsing
Purchasing
Soft Comfortable Authentic
66%44% 40%
39% 37%
Changing how shopping
for clothing to reduce
environmental impact
Rely on a sustainability
certification or seal to determine
if clothing is made in an
environmentally friendly manner
61%
Willing to pay more for natural
fibers such as cotton
Sustainability
is nice to
have
68%
Only purchase
sustainable
clothing
24%
72% 64% 63% 58%
More comfortable Better quality
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More sustainable/
environmentally friendly
Hypoallergenic/less
irritating to skin
Cotton
blends
Denim
Cotton
Prefer Cotton, Cotton
blends, or Denim
30%
Street market
Peer to peer
75%
(In-Store)
95%
Online only store
77%
(Online)
93%
87%
70%
YOUTUBE
TIKTOK
FACEBOOK
Use social media
as a top source of
inspiration
(social media/blogs/vlogs)
74%
Comfort QualityFit
Drivers of Consumer Preference