January 31, 2025 – Vietnam, known for its vibrant culinary scene and diverse flavors, is experiencing a significant transformation in its food and beverage landscape. While consumers continue to enjoy delicious and satisfying meals, food trends in Vietnam show they are increasingly focusing on health and sustainability.
Innova’s 360 research explores these evolving food trends in Vietnam and analyzes how these values are influencing purchasing decisions across various categories, including beverages, everyday staples, meal preparation, snacks and treats, as well as plant-based and special diets.
Beverage Trends in Vietnam
The consumption of alcoholic beverages in Vietnam exceeds the global average (39% vs. 37%), with beer and wine (including sparkling wine and champagne) being the most popular choices. There is a growing demand for non-alcoholic beverages, driven by health concerns as consumers seek healthier alternatives.
In the alcoholic beverage market, taste is a significant factor, with many consumers actively looking for premium and luxury products.
Safety is the top priority across all beverage categories. “Health aspects” is the key attribute for those increasing their intake of non-alcoholic beverages, cited by 1 in 4 consumers. Made with real ingredients/natural are key claims.
Everyday Staples in Vietnam Food Trends
Consumers in Vietnam are increasingly focused on health claims in their everyday staples. Food product safety also holds significant importance for them.
When it comes to bread and related products, freshness and taste are the most valued attributes. Health aspects is the top attribute with 51% for Vietnam (vs. 32% global average). Health claims, including sugar reduction and higher fiber or protein content, heavily influence consumer choices, showcasing another aspect of food trends in Vietnam.
For dairy items, product safety is the primary criterion, with health attributes also being critical; around half of consumers prioritize these factors in each category.
In terms of fish, seafood, meat, and poultry consumption, freshness, health, and cost are the leading factors driving consumer decisions. Important claims in this category include product safety and being high in omega fatty acids and protein.
Vietnam Meal Preparation Trends
Vietnamese consumers prioritize product safety and claims of “made with real ingredients” or “natural” across categories in meal preparation. More than 3 out of 5 Vietnamese consumers express interest in products with natural ingredients.
In the spreads category, claims of natural ingredients and the absence of artificial flavors or colors are highly prioritized. For ready meals, the key factors include convenience, natural ingredients, product safety, and fat-reduced options.
Additionally, claims for sugar and fat reduction, high protein content, and added functional ingredients are significant health considerations in meal preparation food trends in Vietnam.
Snacks and Treats Trends in Vietnam
Food trends in Vietnam show that consumers are increasingly attracted to delicious and healthy snacks and sweet treats.
Key categories within this trend include cakes, pastries, sweet goods, sweet biscuits and cookies, chocolate, sugar confectionery, salty snacks, desserts and ice cream, as well as cereal and energy bars. Among these, Vietnamese consumers prioritize taste above all else with 1 in 2 citing taste as the top attribute.
Product safety and claims about natural or real ingredients also play a significant role in influencing their choices. Health claims, such as sugar and fat reduction, high protein content, and the inclusion of functional ingredients, are particularly important to consumers.
For cereal and energy bars, the primary reasons for purchase focus on high protein and fiber content. Additionally, there is a clear preference for products that emphasize functional ingredients and the use of real ingredients, reflecting the evolving food trends in Vietnam.
Plant-based & Special Diets in Vietnam Food Trends
The growing focus on health and variety is leading to an increase in consumption of plant-based foods and sports nutrition. Vietnamese consumers purchasing of meat substitutes is higher than the global average (25% vs. 20%), for example.
Consumers are increasingly prioritizing protein, fiber, and natural claims across various food categories. In dairy products, like milk drinks and yogurt, the inclusion of functional ingredients is particularly important, while there is a noticeable trend towards fat reduction in cheese.
When it comes to meat substitutes, there is a concern regarding product safety, in line with other food trends in Vietnam. In sports and functional nutrition, health motivations emerge as the primary driver, with functional ingredients being the most critical factor for consumers.
What is Next in Food Trends in Vietnam?
These food trends in Vietnam demonstrate that the Vietnamese food and beverage market is ripe with exciting opportunities for brands that can adapt to the evolving needs and preferences of consumers.
By focusing on product safety, health claims, cost-effective options, variety and novelty, and incorporating sustainable practices, brands can capitalize on food trends in Vietnam and position themselves for success in this dynamic market.
Emphasize functional ingredients that enhance nutrition. Foods enriched with protein, fiber, vitamins, and minerals are particularly in demand.
Explore innovations in product offerings. There is a rising preference for indulgent and premium food and drink products. This trend offers significant opportunities for food and beverage brands to cater to consumers’ desires for luxury and enjoyment.
There is a growing trend toward real and natural ingredients, which encourage healthier choices. This shift presents numerous opportunities for brands to connect with health-conscious consumers.
This article is based on our report, “Category Growth Drivers in Vietnam.” If you are interested in reading this report, feel free to request a demo.
This article is based on Innova’s Category Growth Drivers in Vietnam report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
