The evolving art of gifting
The FMCG gifting trend highlights a divergence between Urban and rural consumers and a solid establishment of "health" as the new pillar of thoughtful gift-giving.
The penetration of households receiving gifts in Urban 4 cities declined by 5 percentage points compared to Tet 2023. This is a critical indicator suggesting that Urban consumers are embracing a more simplified Tet. Fewer households receiving gifts means fewer social gatherings, less elaborate feasts, and a general move away from traditional, large-volume house visits.
In contrast, the household penetration of gift-receiving remained stable in Rural areas. This constancy strongly implicates that the gifting tradition continues to be an integral and highly valued aspect of the holiday in the countryside where family and community relationships are reinforced through the exchange of gifts.
The Tet gifting tradition continue to hold robust value in Vietnam. Manufacturers and retailers must recognise the Rural market as a growth engine for gifting volume and focus marketing efforts there. For the Urban market, the strategy must shift to maximizing the value and meaning of the gifts exchanged.
Tet 2025 firmly cemented healthy choices as the universal and future-proof gifting option across both Urban and Rural areas. As consumers become more mindful of wellness, health-focused gifting continues to stand out as both meaningful and thoughtfully practical. Popular healthier gifting options like Fruit Juice, plant-based beverages, and Snacks & Nuts saw significant double-digit growth. Notably, Ready-to-Drink (RTD) Bird Nest surged to the top of the gifting list specifically in Rural areas, proving the preferences of health concepts in that market.
The Adult Milk Powder category registered double digit growth in both Urban and Rural areas. This category continues to be a highly nutritious, thoughtful, and appropriate gifting option for family reunions, powerfully conveying care and respect for elders and family health during the holiday.
In summary, despite a small decline in gift-receiving households in Urban areas, the gifting tradition continues to be a focal point where relationships are built, and families unite during the Lunar New Year. For Tet 2026, the winning strategy lies in developing gift set offerings that match consumers need for affordability and value, leveraging the "Health & Wellness" narrative to deliver thoughtful, high-value, and relevant products to both the stable Rural market and the more discerning Urban consumer.
