In Vietnam, baked goods recorded strong value growth and slight volume sales growth s in 2025, supported by urbanisation, busy routines and consumption habits that keep packaged cakes, bread and pastries embedded in daily life. Bread was the most dynamic subcategory in value terms, while pastries also performed well as brands broadened savoury options and pushed flavour-led novelty to appeal to younger consumers. Prices remained broadly affordable and products were widely accessible across both

Breakfast cereals in Vietnam recorded rising value and volume sales in 2025, but from a relatively low base compared with other staple foods. Uptake is being driven by urban consumers seeking convenient options that still fit with healthier eating, as western-style routines become more familiar. Hot cereals led growth, with oat-based products benefiting from strong health associations and growing cross-category visibility that is increasing ingredient familiarity. Over the forecast period, sales

In Vietnam, value sales of processed fruit and vegetables increased in 2025, supported by resilient demand and the growing role of shelf-stable fruit in beverages as well as desserts. Canned peach, lychee and longan benefited from widening usage in fruit teas, smoothies and cocktails, giving the category more frequent occasions than traditional home cooking alone. Supply has also become more dependable as import flows normalised, improving on-shelf availability and enabling more consistent promo

Daily meal habits kept rice, pasta and noodles demand stable in Vietnam in 2025, while retail value sales rose as producers managed affordability and added-value offers. Low unit prices continue to anchor access for mass consumers, with instant noodles such as Hao Hao still available at around VND5,000 per serving even as input costs fluctuate. At the same time, rice is shifting away from a pure commodity as branded options gain ground on quality assurance, clearer origin information and stronge

In Vietnam, processed meat, seafood and alternatives to meat saw rising value sales in 2025, while volume demand was broadly stable as prices remained steady and purchases stayed resilient under tighter household budgets. Producers increased innovation across formats and usage occasions, reinforcing the role of processed protein in quick meals, snacking and lunchbox solutions. Tofu and derivatives was the most dynamic subcategory in value terms, benefiting from rising interest in plant-forward e

In Vietnam, value sales of staple foods increased in 2025, supported by steady demand for everyday essentials that households are reluctant to cut back on. Producers largely avoided sharp price rises, while the temporary VAT reduction to 8% through end-2026 helped cushion inflation pressure and protect purchasing power. Even so, affordability remained a key concern, encouraging greater promotion hunting, downtrading and growing interest in private label in large retail chains. At the same time,

In 2025, sauces, dips and condiments in Vietnam experienced solid growth, driven by affordability, convenience, and consumer curiosity for new flavours. Dry recipe sauces was particularly dynamic due to low prices and convenience. Masan Consumer Corp led through strong distribution and new product development, while Nam Duong (Wilmar) was the most dynamic player, thanks to marketing and leveraging retail networks. Small local grocers remained dominant but faced new tax policies, whereas e-commer

In Vietnam, tea is recording positive retail value and volume growth in 2025, although expansion is slower than in 2024 as economic headwinds encourage more cautious spending and fewer impulse and out-of-home occasions. Growth is increasingly driven by fruit and herbal teas, which appeal to younger consumers seeking flavour variety and perceived functional benefits, while traditional green and black tea remains central to everyday consumption, especially among older and rural households. Health-

In Vietnam, hot drinks is seeing rising retail value sales but declining retail volume in 2025, as inflation and economic uncertainty push consumers to trade down from premium options to more affordable coffee and tea while carefully managing spend. Manufacturers focus on core SKUs, aggressive promotions and larger value packs to defend volumes, yet demand remains cautious, with many households delaying non-essential purchases and concentrating on familiar everyday brands. Health and wellness co

In Vietnam, coffee is seeing rising retail value sales but declining retail volume in 2025, as historically high prices and a weak economic backdrop lead households to cut back consumption, trade down and become more cautious with out-of-home occasions. Global supply constraints and elevated input costs force players to balance margin protection with affordability, prompting portfolio rationalisation and a stronger focus on core, value-positioned SKUs. At the same time, innovation in fruit-flavo

Other hot drinks is seeing only slight retail value growth and declining retail volumes in Vietnam in 2025, as inflation and economic uncertainty prompt households to cut back on discretionary purchases and shift breakfast and snack occasions towards alternatives such as cereal bars. Manufacturers are responding with more reduced-sugar variants, clearer health positioning and school- and sports-based education and sustainability campaigns, led by Milo’s strong focus on children’s nutrition and r

In 2025, sweet spreads in Vietnam saw strong growth, led by dynamic growth for honey, driven by health perceptions and local supply. Golden Farm led the competitive landscape through strong distribution, competitive pricing, and consumer engagement. Small grocers led distribution but faced new tax policies, while retail e-commerce, although small, was the most dynamic channel, attracting investment despite regulatory scrutiny. Forecasts predict robust expansion for sweet spreads due to the low r

Edible oils in Vietnam underwent significant transformation in 2025. A government crackdown on counterfeiting boosted consumer trust and sales of genuine brands. Soy oil led growth, driven by its perceived health benefits and strong marketing. Calofic Corp maintained its leadership via strong brands and vertical integration. Retail e-commerce expanded rapidly, attracting brand investment despite government scrutiny. while small local grocers, although remaining dominant, face new tax challenges.

Cooking ingredients and meals in Vietnam saw retail current value growth in 2025, propelled by enduring culinary traditions, health innovations, and a VAT reduction. Food safety is a paramount consumer concern, driving demand for transparency and scientifically-backed products. Calofic Corp led in 2025, with Masan Consumer Corp showing dynamism, while local manufacturers gained strength through niche specialities. Small local grocers remained the dominant distribution channel, although e-commerc

Meals and soups in Vietnam experienced robust growth in 2025, fuelled by consumer demand for convenience. Health and wellness trends supported growth for frozen ready meals, which are seen as fresh and nutritious. Asia Foods Corp led in 2025, but faced increasing competition, while Tho Phat was the most dynamic player following its acquisition by Kido Group. Small local grocers remained the dominant distribution channel, while e-commerce, especially platforms like ShopeeFood, have expanded acces

In 2025, concentrates in Vietnam saw positive off-trade volume growth, driven by affordability and accessibility, although economic instability caused a slight deceleration. Powder concentrates remained popular for their low price, while liquid formats, offering convenience and new tropical fruit flavours with added health benefits, showed the most dynamic growth. Nestlé Vietnam, with Nestea, led the competitive landscape, leveraging extensive distribution and strategic campaigns. Retail e-comme

RTD tea in Vietnam sustained growth across on-trade and off-trade channels in 2025, albeit at a slower pace due to economic headwinds and cautious consumer spending. On-trade remained robust, achieving double-digit volume growth, supported by rising inbound tourism. Leading players such as Tan Hiep Phat, URC Vietnam, and Interfood drove demand through multi-pack formats, offering affordability and convenience. However, fresh tea from convenience stores gained traction in urban centres, appealing

Asian speciality drinks in Vietnam experienced slower value growth and a marginal off-trade volume drop in 2025 due to economic caution, though increased tourism buoyed on-trade sales. Multi-packs helped mitigate declines. Rice water drinks surged in popularity, influenced by Korean culture and tourism, with local brands actively promoting them. Interfood (Wonderfarm) led a consolidated landscape, but fragmentation increased with imported brands. E-commerce gained significant share from traditio

Soft drinks in Vietnam experienced positive value growth, fuelled by product innovation, dynamic marketing, e-commerce expansion, and increased tourism, particularly boosting on-trade sales. However, an economic slowdown led to decelerated off-trade volume growth as consumers prioritised essential spending. Companies adapted by offering affordable multi-packs and larger bottle sizes. A premiumisation trend also emerged, with functional and wellness-focused drinks like Cela gaining popularity. Ri

Bottled water in Vietnam recorded positive growth in both on-trade and off-trade channels during the year, supported by rising health awareness and environmental factors such as hotter weather and natural disasters. Many consumers stocked up during typhoon and flood warnings, ensuring steady demand. Tourism also played a key role, with over 12 million international visitors in the first seven months boosting on-trade sales in hotels, cafés, and restaurants. Still bottled water dominated off-trad

RTD coffee in Vietnam experienced continued value and volume growth in 2025, driven by younger generations' busy lifestyles, expanding convenience stores, and tourism. However, an economic slowdown led to a lower growth rate, prompting brands like Highlands to offer budget-friendly multi-packs. The category also faced competition from innovative non-RTD options. The market remains consolidated, led by Ajinomoto, but smaller, often imported, brands are gaining share, especially via e-commerce, wh

Carbonates in Vietnam saw rising on-trade demand in 2025, driven by inbound tourism, while off-trade volumes declined amid economic uncertainty and growing health awareness. Manufacturers responded with affordability strategies, such as larger 600ml bottles, exemplified by 7-Up’s launch early in the year. Reduced sugar carbonates emerged as the strongest performer, supported by government campaigns on sugar-related health risks and wider availability across urban and rural channels. Innovation f

Off-trade volume sales of juice in Vietnam declined further in 2025, with value growth stagnating as economic uncertainty and inflation kept consumers highly price-sensitive. Despite this, demand remained above pre-pandemic levels, as juice retained its appeal as a healthier alternative to carbonates. On-trade sales, however, surged, fuelled by a sharp rise in international tourism, with hotels, cafés, and restaurants benefiting from demand for refreshing, health-oriented beverages. Coconut and

Energy drinks in Vietnam experienced continued value and volume growth in 2025, propelled by demanding lifestyles, particularly among Generation Z. However, this growth decelerated due to economic caution. Health concerns spurred innovation, leading to a rise in reduced sugar options, transforming the category into "energy solutions" with functional benefits like focus and hydration. Red Bull maintained its leadership, but competition intensified with new entrants and dynamic brands like Masan's