COMPETITIVE LANDSCAPE
Major players in instant noodles lead overall category
Acecook Vietnam was the leading company in rice, pasta and noodles in 2025, driven largely by its strength in instant noodles. The company offers an extensive portfolio across price tiers and flavour profiles and ensures wide availability in both traditional and modern channels.
Masan enjoys robust rises in 2025
Masan Consumer Corp recorded strong growth in 2025, holding on to its second place in companies and stealing share from first-ranked Acecook. Masan is a major fast-moving consumer goods group with a diversified portfolio spanning cooking ingredients, instant noodles, beverages and other packaged foods.
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Overview:
Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles 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 Rice, Pasta and Noodles 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 Rice, Pasta and Noodles 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 Rice, Pasta and Noodles in Vietnam?
- Which are the leading brands in Rice, Pasta and Noodles in Vietnam?
- How are products distributed in Rice, Pasta and Noodles 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 Rice, Pasta and Noodles?
- 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?
Rice, Pasta and Noodles in Vietnam - Category analysis
KEY DATA FINDINGS
Everyday staples underpin growth as branded rice gains traction
Rice sees stable demand thanks to daily consumption
Consumers increasingly opt for branded rice variants
Shift from unbranded to branded products for higher safety and quality assurance
Premiumisation trend set to accelerate
Sustainability-focused products and initiatives will expand with support from both government and manufacturers
Major players in instant noodles lead overall category
Masan enjoys robust rises in 2025
Small local grocers leads retail distribution for rice, pasta and noodles in Vietnam
E-commerce benefits from greater engagement through social commerce
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:
Rice, Pasta and Noodles
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.
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 Rice, Pasta and Noodles research and analysis database.
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