COMPETITIVE LANDSCAPE
Global companies lead through product innovation and investment in local manufacturing facilities
Mondelez Kinh Do Vietnam JSC was the leading company in baked goods in 2025. The player benefits from a broad snacks portfolio, including chocolate confectionery and sweet biscuits, which strengthens its bargaining power with distributors and retailers and supports distribution and visibility for its packaged baked goods.
Orion Food benefits from strong investment in marketing and engagement
Orion Food Vina Co was the second-ranked player in baked goods in 2025. Orion’s brands, including ChocoPie and Custas, enjoy high awareness and strong emotional connection, particularly among younger consumers, due to sustained investment in marketing and consumer engagement.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baked Goods industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baked Goods in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baked Goods in Vietnam?
- Which are the leading brands in Baked Goods in Vietnam?
- How are products distributed in Baked Goods in Vietnam?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baked Goods?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Vietnam?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baked Goods in Vietnam - Category analysis
KEY DATA FINDINGS
Convenience and gifting keep baked goods demand steady
Cultural lifestyle and product accessibility support stable demand in 2025
Bread drives overall growth, while prices remain favourable
Cultural gifting trend will continue to support stable demand
Better-for-you variants set to expand over forecast period
Manufacturers to invest more in sustainability efforts
Global companies lead through product innovation and investment in local manufacturing facilities
Orion Food benefits from strong investment in marketing and engagement
Small local grocers continues to lead distribution despite regulatory pressure
E-commerce rises though comes under stricter regulations
Staple Foods in Vietnam - Industry Overview
Essentials remain resilient amid cost pressures and health-led upgrades
KEY DATA FINDINGS
Essential nature of staple foods ensure stable demand in 2025
Affordability remains key concern for local consumers
Sustainability trend slowly gains ground in 2025
Forecast period will see continued demand for staple foods
Food safety to see stricter controls in forecast period
Stakeholders increase focus on sustainable development
Acecook leads, focusing on expansion and sustainability
Masan benefits from broad portfolio, while South Korean players gain greater visibility in Vietnam
Shoppers still prefer to frequent local neighbourhood stores
E-commerce and modern grocery channel steal share from small local grocers
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Baked Goods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: in most cases, baked goods from in-store bakeries are classified under unpackaged/artisanal. While many such offerings may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which are often used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available. Baked goods baked from central bakeries sold unpackaged in other outlets are classified as unpackaged/artisanal. In the specific case of in-store bakery counters (for example, in supermarkets), if baked goods are finished on-site but then packaged (for example, in a box or bag) with a barcode and price, set out in the store for sale in this packaging and sold like any other packaged food product (i.e. a customer takes the packaged item from a shelf) then this is classified as packaged. If however the baked good is finished on-site, displayed unpackaged but then placed in packaging as part of the transaction (i.e. a supermarket worker at an in-store bakery counter/a customer places it in a box/bag after it has been chosen, to allow it to be carried safely) this is still classified as unpackaged.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baked Goods research and analysis database.
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