Rural consumption patterns play a crucial role in the economy of many countries. In Vietnam, rural consumers account for 70% of the country’s population and represent a growing market for consumer goods. The country’s rural market has been estimated to be worth around $50 billion, with demand increasing for both basic necessities and higher-end products.

Malaysia, on the other hand, has a more diversified economy with a greater focus on urban areas, but rural consumption is still an important factor in the country’s economic growth, as a significant portion of the population still lives in rural areas. Rural consumers tend to spend their income from general trade stores on basic necessities such as food, beverages and home & hygiene products.