Tet 2026 was not only about traditional gifts and festive treats. A quieter consumption wave emerged as the New Year holiday overlapped with the lead-up to Valentine’s Day.

By tracking the purchase behavior of 6,000 consumers across 5 cities, i-Panel observed a clear acceleration in the Sexual Care category. Vietnamese are not only spending on family gatherings, but also proactively investing in personal and intimate moments right from the start of the year.

💡 𝗔 𝗦𝘂𝗿𝗴𝗲 𝗶𝗻 𝗦𝗽𝗲𝗻𝗱𝗶𝗻𝗴 𝗳𝗼𝗿 𝗦𝗲𝘅𝘂𝗮𝗹 𝗖𝗮𝗿𝗲 𝗕𝗲𝗳𝗼𝗿𝗲 𝗩𝗮𝗹𝗲𝗻𝘁𝗶𝗻𝗲’𝘀
Compared with the average of the last 4 months of 2025, January 2026 saw a strong rise in spending on intimate needs.
– Spend per trip increased by 118%, indicating a clear shift toward higher-value choices and better-quality experiences.
– Spend per shopper surged by 155%, turning intimate wellness into a meaningful budget priority during the festive season.
– Monthly purchase frequency reached 2.05 times, showing that demand was not one-off, but sustained throughout the holiday period.

💡 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗕𝗲𝗰𝗮𝗺𝗲 𝘁𝗵𝗲 𝗣𝗲𝗿𝗳𝗲𝗰𝘁 𝗧𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁
With holiday time constraints and in-store sensitivity concerns, online platforms became the preferred choice — offering speed, privacy, and better deals.
– The share of buyers purchasing Sexual Care products on Shopee surged by 1692%, reaching 56.19%, quickly becoming the primary shopping channel ahead of the holiday break.
– Consumers also tend to place orders online earlier, saving time for Tet preparations while ensuring greater privacy when purchasing sensitive items.
– As a result, online channels increasingly become the preferred touchpoint, replacing visits to offline stores during this busy festive period.

💡 𝗔 𝗗𝗿𝗮𝗺𝗮𝘁𝗶𝗰 𝗦𝗵𝗮𝗸𝗲-𝗨𝗽 𝗶𝗻 𝘁𝗵𝗲 𝗧𝗼𝗽 𝟱
Comparing December 2025 with January 2026, Feelex surged to the top with a 50.95% market share, surpassing established brands such as Durex and other long-standing competitors.
– The growth was driven by the launch of Tet-themed condom packaging, which captured strong attention during the festive season.
– At the same time, livestream selling on e-commerce platforms helped the brand reach younger consumers and convert engagement directly into online purchases.

👉 The rise of local brands and online channels highlights a broader shift: when privacy and thoughtful design remove psychological barriers, consumers are more willing to spend on their most personal moments.

🚀 Stay tuned as i-Panel continues to uncover what the data reveals next.

#consumerbehavior #sexualcare #ecommercetrends
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