Vietnam is one of Southeast Asia’s great success stories: the country is undergoing rapid development and its youthful citizens are now among the most confident consumers in the world, according to Nielsen’s Global Consumer Confidence Index.

A relief from the heat came in the form of increased consumption of soft drinks in Russia, which increased 24% since last year — a sign of recovering consumer confidence.

Strong economic growth, more affluent populations and changing societies have transformed the way consumers throughout the Asia Pacific region shop for their groceries and other goods.

Through the second half of 2010, the pace of recovery is split between lagging developed economies mired in economic malaise and developing economies that exhibit stronger consumer spending.

While improving economies may prompt consumers to return to restaurants or take a vacation, one trend that looks likely to remain—and perhaps even grow—is the shift to private label goods.

Nielsen and the Chinese Economic Monitoring & Analysis Center surveyed shoppers across China and found consumer confidence slowing among those in cities, but steadily increasing among consumers in rural villages.

Following the positive trends exhibited in the first quarter of 2010, Europe’s second quarter was a disappointment according to the latest Nielsen European Growth Reporter.

Amid seemingly contradictory economic datapoints, manufacturers and retailers will need to focus on the habits of the consumer for clarity and insights into the pace of recovery.

With American consumer confidence seemingly stuck in neutral, the back to school season can be an insightful view into the state of consumer spending, as well as a precursor to what retailers can expect for the upcoming holiday season.

While global consumer confidence continues the slow but steady climb upward from the lows experienced in the first quarter of 2009, consumer spending is following a similar trajectory.