Competitive Landscape
Brand Strength and Product Development Support Stable Leadership
Sweet biscuits, snack bars and fruit snacks in Vietnam is expected to remain moderately concentrated in 2026, with the top three companies accounting for a combined 44% share of retail value sales. Mondelez Kinh Do Vietnam maintains its lead with a 20% share, followed by Mayora Vietnam at 13% and Kaldu Sari Nabati Indonesia at 11%.
Sma's Acquisition of Bibica Signals a Shift in the Competitive Landscape
In late 2025, SMA (Momogi) acquired Bibica from Pan Group. The acquisition is expected to strengthen Bibica’s production capacity and research and development capabilities, helping the company respond more effectively to rising operational and production costs.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet Biscuits, Snack Bars and Fruit Snacks 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 Sweet Biscuits, Snack Bars and Fruit Snacks 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 Sweet Biscuits, Snack Bars and Fruit Snacks 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 Sweet Biscuits, Snack Bars and Fruit Snacks in Vietnam?
- Which are the leading brands in Sweet Biscuits, Snack Bars and Fruit Snacks in Vietnam?
- How are products distributed in Sweet Biscuits, Snack Bars and Fruit Snacks 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 Sweet Biscuits, Snack Bars and Fruit Snacks?
- 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?
Sweet Biscuits, Snack Bars and Fruit Snacks in Vietnam - Category analysis
Key Data Insights
Sweet Biscuits, Snack Bars and Fruit Snacks Summary
Sweet Biscuits Remain Dominant While Snack Bars and Fruit Snacks Drive Expansion
Brands Balance Affordability with Consumer Trust
Familiar Flavours Support Premiumisation
H?u Ngh? Expected to Leverage Affordability and Distribution to Sustain Growth
Bibica Set to Use Trust and Premiumisation to Attract Mid-Tier Consumers
Functional Snack Bars Poised to Benefit From Health and Wellness Priorities
Brand Strength and Product Development Support Stable Leadership
Sma's Acquisition of Bibica Signals a Shift in the Competitive Landscape
Small Local Grocers Remain Dominant Despite Growing Trust in Modern Retail
Meiyijia’S Franchise Model Accelerates Convenience Retail Development
Functional Claims and Format Innovation Shape Product Development
Recent Launches Illustrate the Breadth of Innovation Activity
Innovation Reshapes Competitive Dynamics and Opens New Growth Avenues
Snacks in Vietnam - Industry Overview
2026 Developments
Key Data Insights
Mondelez Kinh Do Advances Wellness Snacking
Orion Drives Demand through Value-Focused Innovation
Local Heritage Strengthens Consumer Connection
Value Engineering and Wellness-Led Launches Set to Sustain Growth
Savoury Snacks Expected to Retain Scale While Ice Cream Gains Momentum
Intensifying Competition Projected to Raise Pressure
Affordable Challengers Gain Ground as Established Players Maintain Leadership
Aice Disrupts through Affordability and Distribution Reach
Small Local Grocers Remain Dominant Despite Gradual Shift Towards Modern Retail
Meiyijia’S Franchise Model Reshapes the Modern Retail Mix
E-Commerce Drives Awareness but Lags in Transaction Volume
Functional Ingredients and Value Engineering Lead Product Development
New Flavours and Acquisitions Expand the Innovation Pipeline
Business Dynamics Shift as Competition and Expectations Intensify
Country Reports Disclaimer
The following categories and subcategories are included:
Sweet Biscuits, Snack Bars and Fruit Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Sweet Biscuits, Snack Bars and Fruit Snacks
This is the aggregation of sweet biscuits, snack bars, and fruit snacks.
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 Sweet Biscuits, Snack Bars and Fruit Snacks research and analysis database.
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