COMPETITIVE LANDSCAPE
Global companies lead thanks to long-standing history and global brand reputation
Nestlé Vietnam Co was the leading company in breakfast cereals in 2025. The player leverages the strength of Nestlé, Koko Krunch and Milo to drive growth, particularly in children’s breakfast cereals, where brand recognition and trust are high.
Iconic status of Kellog’s brand ensures robust rises for Kellanova
Kellanova posted robust growth in breakfast cereals in 2025. The company’s product range covers most key areas within breakfast cereals, from children’s lines through to ready-to-eat cereals positioned for adults and families.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals 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 Breakfast Cereals 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 Breakfast Cereals 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 Breakfast Cereals in Vietnam?
- Which are the leading brands in Breakfast Cereals in Vietnam?
- How are products distributed in Breakfast Cereals 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 Breakfast Cereals?
- 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?
Breakfast Cereals in Vietnam - Category analysis
KEY DATA FINDINGS
Urban health routines lift breakfast cereals
Demand expands from low base and cross-category interest
Healthy perception of oats supports growth in hot cereals
Rising health awareness to push growth in breakfast cereals
Muesli and granola benefits from health positioning of nuts
Imported products intensify competition
Global companies lead thanks to long-standing history and global brand reputation
Iconic status of Kellog’s brand ensures robust rises for Kellanova
Supermarkets leads distribution through convenience, broad array and access to imported products
E-commerce under heightened government scrutiny, but still posts rapid growth in 2025
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:
Breakfast Cereals
- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
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 Breakfast Cereals research and analysis database.
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