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The fast-moving consumer goods (FMCG) market in rural Vietnam is growing fast and it’s a huge opportunity to tap into, considering the fact that 56% of the total population lives there. As rural areas develop and modernise, consumers are becoming more sophisticated and discerning, with higher expectations for product quality and functionality.
A study by Nielsen found that the demand for FMCG products in rural Vietnam has been on the rise, growing at a rate of 5% in 2020. Meanwhile, Euromonitor International revealed that the rural FMCG market in Malaysia is expected to have an annual growth rate of 6.8% from 2020 to 2025, compared to 5.5% in urban areas.