November 24, 2025 – In the Vietnamese food and beverage market, a combination of macro factors and concerns are influencing consumer behavior. Innova’s “Category Growth Drivers in Vietnam” report analyzes 39 different food and beverage categories across the Vietnamese food and beverage market to uncover key drivers and preferences. These are divided into beverages, everyday staples, meal preparation, snacks and treats, and plant-based foods and special diets.
What is the Macro Context Influencing Consumers?
For consumers around the world, the macro context is challenging and influences food and beverage trends. Globally, consumers are concerned about the health of the planet, and 33% are also worried about how pollution impacts their own health. Rising obesity levels, aging generations, and the global mental health crisis are other factors that are influencing consumers around the world and putting healthcare systems under pressure. Finally, the global economic situation is an area of concern, with economic uncertainty and job insecurity creating a more volatile context for consumers. For instance, personal finances lead as the top personal issues that are troubling individuals and their families.
Beverage Trends in Vietnam
Food and beverage trends in Vietnam indicate that brand, taste and freshness are top attributes influencing alcoholic beverage choices, noted by over 40% of consumers across categories. Leading claims include product safety, real ingredients, and traditionally made or crafted. For non-alcoholic beverages, brand, cost, and convenience are priorities, with product safety, real ingredients, and environmental claims favored. In the soft drinks category, over 2 out of 5 consumers cite taste as an important factor. Health benefits and lifestyle shifts have also contributed to an increase in carbonated beverage consumption in the Vietnamese market. Sugar reduction, vitamin or mineral fortified, real ingredients and natural ingredients are leading claims. For energy drinks, functional ingredients, source of protein, and traceability are important, while taste, convenience, and freshness influence hot drink choices.
Everyday Staples for Vietnamese Consumers
In the homes of Vietnamese consumers, bread products, cereals, dairy, meat, and seafood are key staples. For bread and bread products, food trends in Vietnam show that convenience, taste, and freshness drive choices for over 40% of consumers. Additionally, they place emphasis on product safety, natural, and protein claims. Health benefits also lead Vietnamese consumers’ breakfast cereal preferences, followed by convenience. In fact, product safety, plant-based, and fiber claims in the Vietnamese cereal category outpace global averages. When it comes to food trends in dairy products, consumer preference is fueled by health-focused and functional ingredient claims. Freshness, health, and nutrition influence meat and fish selections. For example, a high source of omega-3/6 is a vital claim for fish and seafood, while protein, product safety, and local sourcing claims drive both seafood and meat choices.
Meal Preparation Trends
Food trends in Vietnam highlight the role of taste, convenience, and clean label in driving the growth of the meal preparation category. Health benefits, novelty, greater variety, and changing lifestyle needs have led to the increased consumption of all kinds of meal preparation products. Taste and flavor are at the forefront of these choices, as well as convenience and health benefits. For both savory and sweet spreads, real and natural ingredients, organic, and protein claims remain significant.
Vietnamese Snacks and Drinks
Vietnam under-indexes the global average for snacks and treats purchases. However, food trends indicate that taste is the leading attribute that half of consumers look for when making purchases. Across all snacks and treat choices, real ingredients, sugar reduction, and product safety claims resonate. For 53% of consumers, health benefits are the main motivation behind the rising consumption levels of cereal and energy bars, including functional ingredient claims like fiber and protein.
Plant-Based and Special Diets
There is a higher purchasing penetration for functional nutrition and meat substitutes in Vietnam compared to global averages. Clean label claims and health benefits shape plant-based preferences for Vietnamese consumers and fuel the purchases of dairy and meat alternatives. The growing demand for sports and functional nutrition in the Vietnamese market is also influenced by health considerations, as communicated by nearly half of consumers. Additionally, functional ingredients and scientifically proven are influential claims for 26% of Vietnamese consumers.
What’s Next for Consumer Food Trends in Vietnam?
As taste and flavor dominate Vietnamese choices across food and beverage categories, brands can tap into authentic Vietnamese flavors and fusions to elevate everyday staples. Freshness and transparency are also important factors impacting consumer behavior, so brands can build trust with freshness cues or emphasis on “farm-to-table” sourcing. Finally, convenient formats, such as ready-to-cook kits and on-the-go dairy formats, can cater to consumers’ busy lifestyles. Highlighting natural or simple ingredients can also reassure consumers who are concerned with health.
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.