Packaging in 2024: The big picture
In 2024, Vietnam’s packaging industry experienced a wave of innovation across food, beverage, home care, beauty, and pet food sectors. Flexible pouches, refill packs, and paper-based cartons rapidly gained ground, replacing or supplementing traditional rigid plastics and metals. These new formats were especially prominent in dairy, baby food, home care, and beauty, where brands responded to both regulatory pressure and consumer demand for more sustainable and convenient options. Smaller, single-serve packs such as 30g–50g sachets and 100ml–200ml bottles became more common, driven by affordability, portion control, and the rise of e-commerce. At the same time, larger bulk formats like 5,000g pet food bags and 500ml beverage bottles grew in popularity among families and value-seeking consumers. Sustainability was a central force behind these changes. Vietnam’s new Extended Producer Responsibility (EPR) regulations and mandatory recycling targets pushed brands to adopt recyclable, refillable, and lightweight packaging. Companies introduced 100% rPET bottles, returnable glass, and refill pouches, while also investing in eco-labeling and traceability to meet compliance standards and consumer expectations. Although there was increasing awareness of microplastic concerns, the main drivers for reducing plastic use were regulatory requirements and cost management, rather than widespread consumer avoidance of plastic.
2024 key trends
Refill pouches and returnable glass bottles became standard in home care, beauty, and beverages, helping brands reduce waste and comply with new regulations. Packaging was also used more strategically for branding and consumer engagement, with innovative designs, vibrant graphics, and smart features like QR codes for traceability and authenticity. The rise of e-commerce and modern retail amplified the importance of packaging in shaping consumer perceptions and driving trial, especially through mini and promotional packs. Overall, Vietnam’s packaging market in 2024 was characterized by agility, regulatory responsiveness, and a strong focus on both sustainability and consumer experience, setting the stage for continued innovation in the years ahead.
Food packaging in Vietnam in 2024 was shaped by a move toward convenience, portion control, and selective shifts to paper and carton.
Across food categories, Vietnamese consumers and manufacturers responded to inflation and changing lifestyles by favoring packaging that balanced affordability, convenience, and sustainability. There was a clear trend toward smaller or mid-sized packs, such as 240g cans for beans and 1,000g pet food packs, which helped with portion control and reduced waste. Brick liquid cartons gained share in baby food and plant-based dairy for their ease of use, resealability, and suitability for on-the-go consumption, while flexible plastic remained dominant in many categories due to its cost-effectiveness and adaptability. Notably, folding cartons and paper-based containers saw strong growth in specific niches like cat food, driven by sustainability concerns and branding opportunities. These shifts reflected both economic pressures and evolving consumer preferences for manageable pack sizes and eco-friendly materials, even as metals and plastics remained entrenched in many segments.
Non-alcoholic drinks packaging in Vietnam in 2024 was marked by the rapid growth of PET bottles, gradual adoption of recycled content, and a revival of returnable glass.
The soft drinks sector saw a significant increase in PET bottle usage, with 300–500ml formats becoming more popular as consumers sought moderation and portability. Leading brands introduced products in 100% recycled PET (rPET), but the overall adoption of rPET was limited by supply constraints and the quality of recycled material. Regulatory changes, such as Vietnam’s Extended Producer Responsibility (EPR) framework, pushed manufacturers to increase recycled content, with further tightening expected in 2025. Meanwhile, brands like Coca-Cola reintroduced returnable glass bottles to promote circularity and reduce single-use plastics. In hot drinks, flexible aluminium/paper packaging gained ground for its lightweight and recyclable properties, while glass jars were preferred for premium instant coffee. Aluminium cans remained important, especially for promotional and seasonal launches, but the main growth story was in PET and sustainable alternatives.
Alcoholic drinks packaging in Vietnam in 2024 was influenced by regulatory pressures and premiumization, with glass bottles gaining share in premium segments
Total packaging volumes for alcoholic drinks declined slightly due to stricter enforcement of drink-driving laws and economic challenges, but glass bottles grew in popularity, especially for premium and imported beers, liqueurs, and wines. This shift was driven by consumer perceptions of quality, authenticity, and sustainability, as glass was both reusable and recyclable. Metal cans continued to dominate beer packaging for their convenience and portability, but glass was increasingly favored in higher-end segments. There was little evidence of tariff-driven shifts between aluminium and glass; instead, changes were shaped by consumer demand for premium experiences and regulatory factors. Packaging innovation remained incremental, focusing on design enhancements and resealability rather than radical material changes.
Beauty and personal care packaging in Vietnam in 2024 was driven by sustainability, refill solutions, and the popularity of small flexible packs.
The beauty and personal care sector experienced growth in both premium and trial-size packaging, with other plastic jars leading due to their convenience and premium shelf appeal. Brands innovated with refill solutions, such as Cocoon’s refill bags, which significantly reduced plastic waste and offered cost savings to consumers. Flexible aluminium/plastic packaging was widely used for hair and bath products, while HDPE bottles and squeezable tubes were common in sun and body care. Mini packs and sachets were especially popular for affordability, travel, and online sales, while larger packs gained traction among value-conscious buyers. Although the reports did not highlight specific advances in bio-based or dissolvable materials, the overall direction was toward more sustainable, recyclable, and refillable packaging, supported by new regulations and rising consumer expectations.
Home care packaging in Vietnam in 2024 was characterized by growth in PET and HDPE bottles, the rise of refill pouches, and a focus on smaller, more convenient pack sizes.
Home care packaging volumes increased, led by PET bottles in categories like dishwashing and disinfectants, and HDPE bottles in toilet care and laundry aids. The market saw a shift toward smaller pack sizes, such as 100ml hand dishwashing bottles, which catered to trial, single-use, and refill-friendly needs. Plastic pouches gained share in laundry care due to their affordability, refillability, and lower material usage, and were expected to overtake flexible plastic as the leading pack type. Brands also emphasized eco-friendly positioning, with products like Earth Choice’s 1-liter PET bottle highlighting recyclability and convenience. Concentrated formulations and innovative dispensing technologies supported these trends, making home care packaging more sustainable and accessible for a wider range of consumers.
Dog and cat food packaging in Vietnam in 2024 was evolving toward bulk convenience, sustainability, and user-friendly formats.
The pet food sector saw strong growth in flexible plastic packaging for large 5,000g packs, catering to bulk buyers and families with multiple pets. At the same time, folding cartons rapidly gained share in cat food for their eco-friendly attributes and branding potential. Plastic pouches were popular for treats and mixers due to their durability and resealability, while metal cans were expected to gain share in wet cat food for their recyclability and ability to preserve freshness. Portion control was important, with 1,000g packs striking a balance between convenience and manageability. Overall, the market moved toward packaging that combined sustainability, convenience, and portion flexibility, with innovations like resealable pouches and recyclable materials enhancing both user experience and environmental performance.
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Overview:
Understand the latest market trends and future growth opportunities for the Packaging 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 packaging types.
If you're in the Packaging 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 Packaging 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 Packaging in Vietnam?
- Which are the major pack types and how are they performing in Vietnam?
- Have there been any packaging legislative changes in the past 12 months?
- How are consumption trends impacting the packaging landscape?
- What are the key trends and latest product developments in packaging?
- How important are sustainability and recycling to consumers in Vietnam?
- Where is future growth expected to be most significant?
Packaging Industry in Vietnam
Packaging in 2024: The big picture
2024 key trends
Food packaging in Vietnam in 2024 was shaped by a move toward convenience, portion control, and selective shifts to paper and carton.
Non-alcoholic drinks packaging in Vietnam in 2024 was marked by the rapid growth of PET bottles, gradual adoption of recycled content, and a revival of returnable glass.
Alcoholic drinks packaging in Vietnam in 2024 was influenced by regulatory pressures and premiumization, with glass bottles gaining share in premium segments
Beauty and personal care packaging in Vietnam in 2024 was driven by sustainability, refill solutions, and the popularity of small flexible packs.
Home care packaging in Vietnam in 2024 was characterized by growth in PET and HDPE bottles, the rise of refill pouches, and a focus on smaller, more convenient pack sizes.
Dog and cat food packaging in Vietnam in 2024 was evolving toward bulk convenience, sustainability, and user-friendly formats.
Regulatory pressure accelerates sustainable packaging innovation
Impact on manufacturers and cost passthrough to consumers
Reverse vending initiatives open new horizon for cleaner Vietnam
Refillable and reusable packaging solutions by brands
Biobased and recyclable material innovation a new normal
Consumer engagement and ecolabelling a new normal in Vietnam
The following categories and subcategories are included:
Packaging
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- Baby and Child-specific Products Packaging
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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- Eye Liner/Pencil
- Eye Shadow
- Mascara
- Other Lash and Brow Make-Up
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- BB/CC Creams
- Blusher/Bronzer/Highlighter
- Foundation/Concealer
- Powder
- Other Facial Make-Up
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- Lip Gloss
- Lip Liner/Pencil
- Lipstick
- Other Lip Products
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- Nail Polish
- Nail Treatments/Strengthener
- Polish Remover
- Other Nail Products
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- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
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- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- Fragrances Packaging
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- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- Standard Shampoos
- Styling Agents
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
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- Dental Floss
- Denture Care
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- Toothbrushes
- Toothpaste
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- Body Care
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- Face Masks
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- Liquid/Cream/Gel/Bar Cleansers
- Facial Cleansing Wipes
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- Basic Moisturisers
- Anti-Agers
- Lip Care
- Toners
- Hand Care
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- Adult Sun Care
- Baby and Child-specific Sun Care
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- Dark Beer
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- Flavoured/Mixed Lager
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- Domestic Lager
- Imported Lager
- Non/Low Alcohol Beer
- Stout
- Cider/Perry
- RTDs
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- Brandy and Cognac
- Liqueurs
- Rum
- Tequila (and Mezcal)
- Whiskies
- White Spirits
- Other Spirits
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- Fortified Wine and Vermouth
- Non-Grape Wine
- Sparkling Wine
- Still Light Grape Wine
- Non Alcoholic Wine
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
- Instant Coffee
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- Black Tea
- Green Tea
- Fruit/Herbal Tea
- Instant Tea
- Other Tea
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- Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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- Asian Speciality Drinks
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- Carbonated Bottled Water
- Flavoured Bottled Water
- Functional Bottled Water
- Still Bottled Water
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- Cola Carbonates
- Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- 100% Juice
- Juice Drinks (up to 24% Juice)
- Nectars (25-99% Juice)
- Coconut and Other Plant Waters
- Energy Drinks
- Sports Drinks
- RTD Coffee
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- Carbonated RTD Tea and Kombucha
- Still RTD Tea
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- Cat Treats and Mixers
- Dry Cat Food
- Wet Cat Food
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- Dog Treats and Mixers
- Dry Dog Food
- Wet Dog Food
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- Dried Baby Food
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- Liquid Milk Formula
- Powder Milk Formula
- Prepared Baby Food
- Other Baby Food
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- Dessert Mixes
- Frozen Baked Goods
- Packaged Bread
- Packaged Cakes
- Packaged Pastries
- Dessert Pies and Tarts
- Breakfast Cereals Packaging
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
- Gum
- Sugar Confectionery
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- Butter and Spreads
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- Processed Cheese
- Packaged Hard Cheese
- Soft Cheese
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- Flavoured Milk Drinks
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- Fresh Milk
- Shelf Stable Milk
- Goat Milk
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- Powder Milk
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- Sour Milk Products
- Yoghurt
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- Chilled and Shelf Stable Desserts
- Chilled Snacks
- Coffee Whiteners
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- Condensed Milk
- Cream
- Fromage Frais and Quark
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- Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
- Edible Oils Packaging
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- Frozen Yoghurt
- Impulse Ice Cream
- Plant-based Ice Cream
- Take-Home Ice Cream
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Chilled Processed Meat
- Frozen Processed Meat
- Shelf Stable Meat
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- Chilled Processed Seafood
- Frozen Processed Seafood
- Shelf Stable Seafood
- Meat and seafood substitutes inc Tofu
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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- Bouillon
- Gravy Cubes, Powders and Pots
- Herbs and Spices
- Monosodium Glutamate
- Tomato Pastes and Purées
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- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
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- Barbecue Sauces
- Chili Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
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- Dips
- Pickled Products
- Other Sauces and Condiments
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- Nuts, Seeds and Trail Mixes
- Popcorn
- Pretzels
- Salty Snacks
- Savoury Biscuits
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Chocolate Spreads
- Honey
- Jams and Preserves
- Nut and Seed Based Spreads
- Yeast-based Spreads
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- Fruit Snacks
- Snack Bars
- Sweet Biscuits
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
- Other Air Care
- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
- Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
- Laundry Aids
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- Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
- Liquid Detergents
- Other Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Cleaning Solution
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
- Bathroom Cleaners
- Descalers
- Drain Openers
- Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
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This report originates from Passport, our Packaging research and analysis database.
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