Wide availability of affordable fresh food supports growth
Fresh food in Vietnam enjoyed healthy volume and value growth in 2025 despite a challenging economic and environmental climate. Local consumers continue to place a high value on fresh food, a wide range of which is widely available at affordable prices in local wet markets in the country.
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Overview:
Understand the latest market trends and future growth opportunities for the Fresh Food 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 the following key categories, where applicable:
- Eggs
- Fish and Seafood
- Fruits
- Meat
- Nuts
- Pulses
- Starchy Roots
- Sugar and Sweeteners
- Vegetables
If you're in the Fresh Food 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 Fresh Food in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes
- 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 Fresh Food in Vietnam?
- What is the impact of commodity price fluctuations on local production and consumption?
- What are the key campaigns or legislation driving Fresh Food sales?
- How are consumer attitudes towards fresh food evolving?
- How significant is health and wellness in shaping consumer demand?
- Where is future growth expected to be most dynamic?
Fresh Food in Vietnam
Wide availability of affordable fresh food supports growth
KEY DATA FINDINGS
Growth for fresh food in 2025 despite challenging economic climate
Local consumers retain a high level of confidence in fresh food over processed
Branded meat sees cautious acceptance
Positive outlook for Vietnamese fresh food in the years ahead
Regulations set to support improvements in the quality of fresh food
Imported goods will increase in popularity but face stricter controls
Small local grocers continue to dominate sales
E-commerce has scope for further growth as a distribution channel
COUNTRY REPORTS DISCLAIMER
Eggs in Vietnam
KEY DATA FINDINGS
Cost concerns increase due to economic instability and higher prices
Eggs remain a popular and affordable source of healthy protein in 2025
Eggs in Vietnam largely sold loose through local markets
Eggs set to register ongoing growth in the coming years
Branded eggs set to gain traction throughout the forecast period
Fish and Seafood in Vietnam
KEY DATA FINDINGS
Consumers shift to local products
Financial pressures impact consumer purchasing patterns in 2025
Manufacturers give greater attention to the domestic market
Fish and seafood will see steady growth throughout the forecast period
Recovery in exports expected to impact domestic market
Fruits in Vietnam
KEY DATA FINDINGS
Economic uncertainty results in strong demand for affordable local products
Affordable prices and health trends benefit sales
Improved quality as Vietnamese farmers compete with regional exporters
Development in logistics and rising health awareness will boost future demand for fruits
Imported fruit set to become more competitively priced
Meat in Vietnam
KEY DATA FINDINGS
Economic uncertainty results in strong price-sensitivity
Healthy growth for meat in Vietnam in 2025
Branded meat has become more widely accepted among higher earners
Growth predicted for meat in the years ahead
Premiumisation will remain a driving trend in the category
Nuts in Vietnam
KEY DATA FINDINGS
Price of nuts impacted by climate change
Nuts remain a staple of Vietnamese cuisine
Social media activity boosts demand for imported nuts
Nuts predicted to see solid growth in the years ahead
Range of factors will support category growth
Pulses in Vietnam
KEY DATA FINDINGS
Climate change pushing up prices
Growth for pulses in 2025 as consumers seek healthy, affordable ingredients for cooking
Expansion of e-commerce benefits the category in 2025
Growth forecast over the forecast period
Health and wellness trends will support performance
Starchy Roots in Vietnam
KEY DATA FINDINGS
Food prices and packaged food pose challenges
Starchy roots remain a staple of Vietnamese cuisine
Shift in dietary behaviour poses a risk for volume sales of starchy vegetables
Growth forecast for starchy vegetables in the coming years
Sustainability measures may support stable supply
Sugar and Sweeteners in Vietnam
KEY DATA FINDINGS
Consumers seek out lower-priced options
Growth for sugar, which remains a staple ingredient in the Vietnamese diet
Consumption of sugar remains stable despite downturn in economy
Optimistic forecast for sugar and sweeteners over the forecast period
Health-consciousness may undermine growth prospects in the coming years
Vegetables in Vietnam
KEY DATA FINDINGS
Consumers seeking healthy natural diets, benefiting vegetables
Vegetables remain a core element of Vietnamese diets
Wet markets remain the key channel for vegetables
Consumption of vegetables set to rise throughout the forecast period
Clean and organic vegetables to gain greater prominence in Vietnam
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Fresh Food
- Eggs
-
- Crustaceans
- Fish
- Molluscs and Cephalopods
-
- Apples
- Banana
- Cherries
- Cranberries/Blueberries
- Grapefruit/Pomelo
- Grapes
- Kiwi Fruit
- Lemon and Limes
- Oranges, Tangerines and Mandarins
- Peaches/Nectarines
- Pears/Quinces
- Pineapple
- Plums/Sloes
- Strawberries
- Other Fruits
-
- Beef and Veal
- Lamb, Mutton and Goat
- Pork
- Poultry
- Other Meat
-
- Almonds
- Coconuts
- Peanuts (Groundnuts)
- Pistachio
- Walnuts
- Other Nuts
-
- Beans
- Peas
- Other Pulses
-
- Cassava
- Potatoes
- Sweet Potatoes
- Other Roots
- Sugar and Sweeteners
-
- Cauliflowers and broccoli
- Maize
- Onion
- Tomatoes
- Other Vegetables
Fresh Food
Fresh Food refers only to fresh uncooked and unprocessed foods (packaged and unpackaged). Packaged sugar products and natural sweeteners (e.g. brown sugar, table sugar, molasses) are also included. For Fresh Food, we research total sales across distribution channels including retail, foodservice and institutions. For a selected 18 markets, we have a breakdown of total fresh food sales according to the following formats: • Retail • Foodservice sales • Institutional sales Retail Retail sales is defined as sales through all legal establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. Retail sales excludes sales to hotels, restaurants, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition excludes the purchase of food products from foodservice outlets for consumption off-premises, eg grilled chicken/meat/fish bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. We estimate sales through the following channels: Modern Grocery Retailers • Supermarkets • Hypermarkets • Discounters • Convenience stores • Forecourt retailers Traditional Grocery Retailers • Independent small grocers • Food/Drink/Tobacco Specialists • Other grocery retailers (morning/speciality/open/wet/farmers’ markets, stalls and kiosks, etc) Non-grocery retailers • Health and beauty specialist retailers • Other non-grocery retailers Non-store retailers • Homeshopping • Internet retailing • Vending • Direct selling Foodservice Foodservice sales are defined as sales TO consumer foodservice outlets that serve the general public in a non-captive environment. In other words, this means that the foodservice volumes track sales of all fresh food going into restaurant kitchens, regardless of what the restaurant actually does with that food. Foodservice outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semi-captive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. • Retail refers to foodservice units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. • Leisure refers to foodservice units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. • Travel refers to foodservice units based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Institutional sales Institutional sales is defined as sales to captive foodservice units that serve captive populations such as in hospitals, schools, prisons, military camps, hotels, hostels, nursing homes, homes for elderly people, religious houses, etc.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Fresh Food research and analysis database.
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