The home appliances sector in Vietnam is on a strong growth trajectory, with market size forecast to reach USD 9.15 billion by 2025. Amid intensifying competition, understanding consumers, staying ahead of trends, and making data-driven decisions will be the key for brands to break through.

Kompa’s Vietnam Home Appliances Industry Report 2024 combines market data and consumer behavior analysis from more than 3.9 million social media discussions, helping brands:

• Gain a clear view of the overall market.

• Deeply understand shifts in user behavior.

• Identify core customer segments.

• Build a foundation to support strategies from communications and products to distribution channels.

Market overview from social media data: More than 3.9 million conversations clarify consumer behavior

In public discussions on Vietnamese social media in 2024, consumers not only shared shopping experiences but also revealed product selection criteria, habits of searching for reviews, comparing products, consulting communities, and factors that drive purchase decisions.

Social Listening data shows a shift in demand: home appliances are no longer purchased solely for basic functionality, but also because they reflect lifestyle. Air fryers, mini ovens, induction cooktops, and especially smart refrigerators are gradually becoming “symbols” of modern living spaces, where performance, tidiness, and technological connectivity are prioritized. Smart refrigerators lead discussion share at 25%, followed by air fryers (20%), electric/induction cooktops (18%), and dishwashers (12%).

Which trends is the market shifting toward?

In the context of rapid technological advancement and increasingly diverse consumer needs, the home appliances market is gradually showing notable movements. The 2024 industry report highlights three emerging trends that reflect the sector’s development direction as well as changes in consumer choices. Three notable trend shifts:

• E-commerce is growing strongly (accounting for 15.8% of revenue in 2025),

• Smart home products are becoming the preferred choice,

• The trend toward green consumption and energy saving is becoming more pronounced.

Profile consumers to win them over

Analysis shows that today’s home appliance consumers are mainly Millennials and Gen Z, accounting for more than 70% of discussions, concentrated in major cities such as Hanoi, Ho Chi Minh City, Da Nang, and Hai Phong.

• Women (62%) lead discussions, especially in communities such as Yêu Bếp and Làm Cha Mẹ.

• Men (38%) focus on features, technology, and technical reviews.

• The 25–34 age group (72%) is the main consumer force, with demand for smart-connected devices, energy saving, remote control, and ecosystem integration.

They are strongly influenced by online reviews, community and influencer content, and expect products that are sustainable, convenient, and easy to personalize.

What truly drives Vietnamese consumers to buy home appliances?

Based on data from more than 11,000 purchase intentions, Vietnamese consumers’ home appliance purchase decisions are not simply about upgrading their lifestyle—they are also influenced by many other everyday, essential, and practical factors. For example, 30% of consumers buy because old devices break down and must be replaced, while a considerable share develops new needs when starting to work from home or when their family gains new members. In-depth data from the report will help brands explore the full picture of key factors impacting Vietnamese consumers’ purchase decisions.

What opportunities await brands in 2025?

From identifying the right needs to consumer behavior and effective communication channels, the report helps businesses answer major questions:

• What are customers saying and what do they care about?

• How can your product stand out among thousands of choices?

• Which trends could shape the market in the next 6–12 months?

The Vietnam Home Appliances Industry Report 2024 provides a comprehensive and up-to-date perspective, based on analysis of nearly 4 million real social media discussions, helping brands understand consumers clearly to lead the game.