FOOD & BEVERAGE

TRENDS IN VIETNAM
Prepared by Marketing Department
15 July, 2022

x Bring authentic taste to life. 14 July 2022 1

 I. Vietnamese Consumers Trends

II. Food & Beverage Trends in APAC & VN

01. Instant noodles

agenda 02. Processed meat

03. Table sauces

04. Coffee

05. Tea

06. Energy drinks

07. Plant-based drinks

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VIETNAMESE
CONSUMER Higher Priority on
TRENDS

Health &
Immunity
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VIETNAMESE
CONSUMER
TRENDS

Good nutrition has always

Source: Google – Vietnam Year in
Search 2021
Google Trends, Vietnam, Sep 1,
2019 - Aug 31, 2020 vs. Sep 1,
2020 - Aug 31, 2021
been important, but
people across Vietnam
have realized that what
they eat, and drink could
affect their body’s ability
to prevent, fight and
recover from illnesses
Source: Google – Vietnam Year in Search 2021
Google Trends, Vietnam, Sep 1, 2019 - Aug 31, 2020 vs. Sep 1, 2020 - Aug 31, 2021

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 VIETNAMESE
CONSUMER
TRENDS

Source: Vero & Decision Lab,

HELPING BRANDS TAP INTO
VIETNAM’S CHANGING EATING
HABITS 2022

Discussion on social media and

news on the topic over a four-year
period from 2018–2022, and survey
of 828 consumers in Vietnam in
2022 based on a set of 31 questions.

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 VIETNAMESE
CONSUMER
TRENDS

Source: Vero & Decision Lab,

HELPING BRANDS TAP INTO
VIETNAM’S CHANGING EATING
HABITS 2022

Discussion on social media and

news on the topic over a four-year
period from 2018–2022, and survey
of 828 consumers in Vietnam in
2022 based on a set of 31 questions.

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 VIETNAMESE
CONSUMER
TRENDS

Source: Vero & Decision Lab,

HELPING BRANDS TAP INTO
VIETNAM’S CHANGING EATING
HABITS 2022

Discussion on social media and

news on the topic over a four-year
period from 2018–2022, and survey
of 828 consumers in Vietnam in
2022 based on a set of 31 questions.

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 VIETNAMESE
CONSUMER
TRENDS

Source: Vero & Decision Lab,

HELPING BRANDS TAP INTO
VIETNAM’S CHANGING EATING
HABITS 2022

Discussion on social media and

news on the topic over a four-year
period from 2018–2022, and survey
of 828 consumers in Vietnam in
2022 based on a set of 31 questions.

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 VIETNAMESE
CONSUMER
TRENDS

Source: Vero & Decision Lab,

HELPING BRANDS TAP INTO
VIETNAM’S CHANGING EATING
HABITS 2022

Discussion on social media and

news on the topic over a four-year
period from 2018–2022, and survey
of 828 consumers in Vietnam in
2022 based on a set of 31 questions.

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VIETNAMESE
CONSUMER
TRENDS

Source: Kantar Worldpanel 2021 |

Drinking Usage Study 2019 |
Vietnam 4 key urban 13 cities |

Non alcohol beverages and

Nutrition - VnExpress, Vietnam
Insider

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VIETNAMESE Consumers increasingly look for holistic wellness solutions that address
both mind and body.
CONSUMER Opportunities for products that support different areas of mental well-being
TRENDS such as sleep, mood, cognitive performance, and mental energy.
HOLISTIC
WELLNESS

KIDS TEENAGERS & ADULTS MIDDLE-AGED & SENIORS

• mental development • increased mental agility and • memory improvement
• brain development relaxation • longevity
• mental energy and focus during
the day and unwind and relax in
the evening

Source: Mintel, Patent Insights:

Cognitive Health Breakthroughs
Report, 2022

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VIETNAMESE
CONSUMER
TRENDS
PLANT-BASED
NUTRITION
DRINK

• Vietnamese consumers are eating and drinking plant-based alternatives that are
perceived to be natural and healthier. The category enjoys a healthy growth, which is
Source: Kantar Worldpanel | driven by both buyer base expansion and consumption uplifting among current buyers.
Household Panel & Drinking
Usage Study 2019 | Vietnam
4 key urban cities | Plant-
based drinks | MAT

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VIETNAMESE
CONSUMER
TRENDS
SHIFTING
AWAY FROM
SUGAR

• Being more aware of potential health problems, Less sugar/ No-Sugar products are
increasingly chosen and become attractive. This trend is believed to be a norm one day.
Source: Kantar Worldpanel
Division | Households Panel &
Lifestyle Survey 2018 | Urban 4
Cities Vietnam

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VIETNAMESE
CONSUMER
TRENDS
IMMUNITY
BOOSTERS

• Consumers seek immunity-boosting and nutrition products, especially for seniors

and kids who are at higher risk. Therefore, specialty milk powder and drinking
yogurt are more favored to stay healthy
Source: Kantar, Vietnam 4 key
urban cities | Drinking Yogurt |
YTD P5’20 vs YA

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VIETNAMESE
CONSUMER
Safe, High
TRENDS natural & quality
proactive products
KEY ingredients, with health
TAKEAWAYS nutrients benefits

More indulgence Pre-emptive

& enjoyment solution for
that good for senior
mental health population

Immune- Plant-
boosting based
products diet
i.e., probiotics,
vitamins,
Consumers increasingly desire supplements
snacks and beverages that can
benefit their physical, mental, or
emotional wellness.
They look for products with clear
functional benefits and brands with
thorough communication on how
they promote health and nutrition.

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VIETNAMESE
CONSUMER
TRENDS
TOP 10 MOST
CHOSEN FMCG
MANUFACTURERS

Source: Kantar, VIETNAM

BRAND FOOTPRINT 2022 Report

Data in Urban 4 key cities and

Rural Vietnam | 1 year ending *CPR: Consumer Reach Point
October 2021

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VIETNAMESE
CONSUMER
TRENDS
TOP 10 MOST
CHOSEN PACKAGED
FOOD BRAND

Source: Kantar, VIETNAM

BRAND FOOTPRINT 2022 Report

Data in Urban 4 key cities and

Rural Vietnam | 1 year ending *CPR: Consumer Reach Point
October 2021

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VIETNAMESE
CONSUMER
TRENDS
TOP 10 MOST
CHOSEN
BEVERAGES BRAND

Source: Kantar, VIETNAM

BRAND FOOTPRINT 2022 Report

Data in Urban 4 key cities and

Rural Vietnam | 1 year ending *CPR: Consumer Reach Point
October 2021

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VIETNAMESE
CONSUMER
TRENDS
TOP 10 MOST CHOSEN
DAIRY & DAIRY
SUBSTITUTES BRAND

Source: Kantar, VIETNAM

BRAND FOOTPRINT 2022 Report

Data in Urban 4 key cities and

Rural Vietnam | 1 year ending *CPR: Consumer Reach Point
October 2021

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FOOD & BEVERAGE TRENDS
IN APAC & VIETNAM
01. Instant noodles
02. Processed meat
03. Table sauces
04. Coffee
05. Tea
06. Energy drinks
07. Plant-based drinks

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#1 Consumers are interested in premium options
Since the COVID-19 outbreak, Asia has seen an increased consumer interest in premium
INSTANT products

NOODLES This can be seen in the rise of launches with premium, seasonal and limited-edition claims.
These launches can function as a way of creating special experiences for customers.

Source: Mintel, A YEAR OF

INNOVATION IN PASTA, RICE
AND NOODLES, 2021 Report

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#1 Innovation continues to make paths into healthy instant options
The COVID-19 pandemic has brought health concerns to the forefront for many people, and
INSTANT in terms of food this manifests itself in a renewed desire for healthier eating

NOODLES In Vietnam 46% consider vitamins and minerals a top factor when shopping for food.

Added health claims on instant products have risen over recent years, reflecting a stronger
innovation focus on fortification with vitamins, as well as fibre and protein content.

Source: Mintel, A YEAR OF

INNOVATION IN PASTA, RICE
AND NOODLES, 2021 Report

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#1 Highlight ease of use for stressed consumers
Brands are enhancing the convenience credentials of in-home options
INSTANT
NOODLES

Ready-to-eat noodles
Coles Asia Hokkien Noodles
described as ready-to-eat noodles
that are ideal for stir-fry, curries and
soups (Australia).
Source: Mintel, A YEAR OF
INNOVATION IN PASTA, RICE
AND NOODLES, 2021 Report
Quick, easy Asian food from home
Mr Chen's Pantry Vermicelli Rice Noodles
are said to be quick and easy to make and
perfect for stir-fries, soups and salads. The
product is free from artificial colours,
flavours and MSG (Australia)
Easy risotto
Belladotti Pre Mix Pumpkin
Risotto is said to provide an
authentic, all- natural Italian
meal just by adding water
and oil, with no need for stock
(New Zealand).

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#2 Highlight the convenience of processed meat and poultry
As many as 44% of all processed meat and poultry launches in Asia featured convenience
PROCESSED claim, in the year to October 2021.
The microwaveable and easy preparation claims were particularly prominent in South Korea,
MEAT closely followed by Japan, Vietnam and Thailand.
Many of the launches with 'ease of use' claims refer to ready-to-eat products, of which
sausages account for much of the launch activity.

Source: Mintel, A YEAR OF

INNOVATION IN MEAT &
POULTRY, 2021 Report

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#2 Poultry products with high/added protein and low-fat claims record
a rise in activity
PROCESSED Growing health concerns and the 'clean eating' trend pose a major challenge for the processed meat
industry.
MEAT
Poultry is a leaner source of protein compared to most other meats and has a healthier image than red
meat, such as beef or pork. This reflects the potential poultry must improve the health image of processed
meat and expand into other formats currently dominated by red meat.

Launches of poultry products featuring low-fat, high-protein or natural-themed claims are arriving in Asia.

Provides 30g of protein Low in sodium and contains no additives

Low in fat
Tyson Sea Salt Vanilla Flavored
Source: Mintel, A YEAR OF Chicken Fillet provides 16.7g of high
INNOVATION IN MEAT & protein per 100g serving. It is low in
fat and free from trans-fat (China).
POULTRY, 2021 Report
Richam Protein High Protein Chicken
Ham is made from 100% chicken meat.
It contains 30g of protein, which is
equivalent to five eggs (South Korea).
Sadia Chef Creations Lemony Greek
Yoghurt Chicken Breast is made of
chicken breast meat and contains no
added preservatives. It is low in sodium
and saturated fats (Singapore).

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#3 Addressing ingredient and additive concerns
Consumers are increasingly scrutinizing product labels and ingredient lists, looking for more
TABLE SAUCES natural and healthier options that suit their dietary needs.

Table sauces innovate around zero additives or minus claim

Additive-free Sugar-free MSG-free

Source: Mintel, A YEAR OF
INNOVATION IN TABLE SAUCES,
2021 Report
Superior Gold Label Additive-Free
Soy Sauce is a naturally fermented
product made with Chinese
soybeans. It is free from
preservatives, sweeteners,
colourings, MSG, flavourings and
defatted soybean (China)
Saint C Cocomansi is sugar- and
gluten-free and contains no MSG
and is non-GMO. The product has
been concocted from tropical fruit
lovingly grown and handpicked by
farmers from the Philippine islands
(Philippines).
Seasons Coconut Sauce is made
from 100% naturally fermented
coconut and sweetened with
coconut blossom. The low-sodium
product is free from soy, gluten,
MSG, GMOs, added colours and
preservatives (Thailand).

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#3 Vegan and plant-based mayonnaise is emerging in Asia
Consumers in some markets are becoming more interested in limiting meat consumption and
TABLE SAUCES adopting plant-based and flexitarian diets.

While mayonnaise made with free-range eggs is just beginning in Asia, the last 12 months has
seen the emergence of this ingredient claim in mayonnaise NPD. Brands are increasingly
promoting vegan and plant-based mayonnaise

Source: Mintel, A YEAR OF

INNOVATION IN TABLE SAUCES,
2021 Report

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#4 Brands tap into consumer interest in better-for-you coffee
COFFEE The RTD coffee sub-category has seen the most movement in better-for-you claims, with
vitamin and mineral fortified claims recording modest growth over the last five years.
Functional and plus claims are more niche in the hot coffee sub-category, and are led by
the functional – energy, and functional – other claims.

Brand renovation/innovation: Nescafé launches a trio of plant-based latte drinks

In Japan, Nescafé has recently

launched a range of dairy-free latte
coffee drinks, each featuring a
plant-based milk and added vitamin.
The range includes Oat Latte with
vitamin B1, Almond Latte with
vitamin E and Rice Latte with
vitamin B2.

Source: Mintel, A YEAR OF

INNOVATION IN COFFEE,
2022 Report

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#4 Consumers look for tasty and easy-to-prepare coffee
During the COVID-19 pandemic, consumers have been forced to bring many of the pleasures
COFFEE associated with out-of-home consumption into their homes.
Though restrictions have relaxed in parts of Asia, the trend is likely to continue as consumers
adjust to the 'next normal', whether from a more hybrid working environment to budgetary
constraints caused by rising inflation.

Pod and pre-filled filter coffee increases its NPD share in Asia

Source: Mintel, A YEAR OF

INNOVATION IN COFFEE,
2022 Report

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#5 Convenience claims have largely stagnated in tea, malt
TEA and other hot drinks
Self heating and instant formats cater to today's fast-paced lifestyles

Self heating tea in a cup
KK·Buy Self-Heating Classic Milk Tea
Flavoured Beverage retails in a self
heating cup (China).
Source: Mintel, A YEAR OF
INNOVATION IN TEA, MALT AND
OTHER HOT DRINKS, 2022 Report
Just add water
Kcoffee K-Wave Matcha Latte
Powder can be served in the
bottle after the addition of
200ml of hot or cold water
(China).
Single serve instant tea
Jiao Nang Cha Yu T2 Series
Jasmine Scented Tea is part of
a range of instant teas in
unique single serve packs
(China).

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#5 Focus on sugar-free RTD tea innovation
TEA Sugar is an increasingly unwelcome ingredient in RTD tea. The pressures
surrounding excessive sugar consumption have spurred RTD tea brands across
Asia to reduce sugar content.
Recent launch activity illustrates the efforts which RTD tea brands are making to
cut not only sugars, but also calories and fats in milk teas.

Source: Mintel, A YEAR OF

INNOVATION IN TEA, MALT AND
OTHER HOT DRINKS, 2022 Report

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#5 Meet a diverse range of functional needs
Functional claims have seen a recent uptick in tea, malt and other hot drink launch activity.
TEA For example: collagen-infused beauty tea, immunity boosting, helps fight bloating, etc.

Australia sees a flurry of bubble tea kit launches

Source: Mintel, A YEAR OF
INNOVATION IN TEA, MALT AND
OTHER HOT DRINKS, 2022 Report
Taro flavour bubble tea kit
Bubbleme. Taro Flavour At-Home
Bubble Tea Kit can be prepared with
boiling water in 45 seconds in a
microwave and is said to offer the
authentic and great taste of real DIY
bubble tea from Taiwan (Australia).
Brown sugar jelly bubble tea kit
Chatime Oolong Milk Tea with Brown
Sugar Jelly Bubble Tea Kit can be
prepared with hot water. The pack
contains four Instant Oolong Milk
Teas and two Brown Sugar Jelly
packs (Australia).
Creamy bubble tea with pearls
Lipton Royal Milk Tea Bubble Tea
Kit features a unique blend of rich
Sri Lankan black tea, milk to
provide a creamy, delicious flavour
and chewy microwaveable pearls
(Australia).

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#6 Consumers want sports and energy drinks to offer a vitamin boost
Although energy drinks are popular in Asia, their high caffeine and often sugar content means
ENERGY they lack the wholesome and diet-friendly image which many other drink sectors have.
The APAC region has seen a rise in sports and energy drink launches which are fortified with
DRINKS vitamins and minerals.

Source: Mintel, A YEAR OF

INNOVATION IN SPORTS AND
ENERGY DRINKS, 2021 Report

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#6 Brands are highlighting the functional benefits of their launches
In the year to August 2021, Asia has seen a marked increase in sports and energy drink
ENERGY launches featuring functional 'other' claims which are not covered under more specific claims
and notably refer to rehydration support. The claim is also appearing on energy launches,
DRINKS which reflects the broader increase in category blurring and the crossover appeal of hydrating
properties.

Brand renovation/innovation: Budweiser launches non-alcoholic Fusion energy drink line

The variants are specifically targeted

at different activities: sports and
yoga, gaming and partying, or
working late. The products are said
to provide energy and rehydration

Grapefruit Classic Original

Flavoured Flavoured
Source: Mintel, A YEAR OF Energy Drink Energy Drink
INNOVATION IN SPORTS AND
ENERGY DRINKS, 2021 Report

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#7 Shelf-stable plant-based drinks tap into consumer demands for
convenience and easy storage
PLANT-BASED Increased launch activity in shelf-stable plant-based drinks in Asia generally coincides with the
start of the COVID-19 pandemic. These shelf-stable launches are most likely to be in carton
DRINKS & formats and liquid.
ICE CREAM

Can be consumed on-the-go, Cereal Planet Avocado Flavoured Easy to store

Source: Mintel, A YEAR OF
INNOVATION IN PLANT- BASED
DRINKS, YOGURT & ICE CREAM,
2022 Report
microwaveable
Kikkoman Tonyu Inryo Pistachio
Flavour Soy Milk provides dietary
fibre and can be heated in a
microwave. The product retails in a
200ml carton with a straw (Japan)
Grain Drink contains dietary fiber
and is said to provide satiety. It is
easy to carry around and retails in a
330ml biodegradable pack featuring
one-step easy-to-open cap (China).
Fomilk Sugar Free Soy Drink is made
from soy protein and is free from
dairy, lactose, gluten, preservatives
and added sugar. It retails in a 1L,
easy to store, recyclable and
sustainable pack (Indonesia).

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#7 Despite a lack of consumer usage, plant-based ice cream is
striving to be viewed as a guilt-free indulgence
PLANT-BASED Lack of familiarity limits consumers' health perceptions of plant-based ice cream. Plant-based
ice cream is relatively niche in Asia but captures consumer interest.
DRINKS & In Thailand, for example, six in ten consumers associate dairy ice cream with being healthy,
ICE CREAM while 50% say the same about plant-based. This uncertainty shows the opportunity for plant-
based ice cream with clean-label and nutrient-boosted recipes.

Natural and minus claims recorded a jump in launches of plant-based ice cream over the past
year, aligning with consumer interest in clean-label recipes and guilt-free treating.

Source: Mintel, A YEAR OF

INNOVATION IN PLANT- BASED
DRINKS, YOGURT & ICE CREAM,
2022 Report

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#7
PLANT-BASED
DRINKS &
ICE CREAM Made with simple, natural ingredients
Izza Krima Vegan Rocky Road Chocolate
Ice Cream with Almond & Mochi Topping is
made with simple, high quality, natural
ingredients. It is free from carrageenan,
palm oil and other artificial stabilizers
(Indonesia).
Sugar-free, guilt-free
IDC Sugar Free Avocado Ice Cream is
described as a guilt-free and delicious
frozen dessert with no compromise on
taste or quality. It provides 5g net carbs
per serving (Malaysia).
Contains prebiotics and inulin fibre
Green Common Matcha Purity Vegan
Frozen Dessert is crafted with natural
ingredients, including premium Japanese
Uji matcha powder. It provides only 112kcal
calories per serving, prebiotics and inulin
fibre that support gut health (China)

Source: Mintel, A YEAR OF
INNOVATION IN PLANT- BASED
DRINKS, YOGURT & ICE CREAM,
2022 Report
Plant-based frozen dessert with collagen
ATP Science Noway Minty Choc Cookie
Collagen Frozen Dessert contains collagen
protein, something which is linked to
improving the health of hair, skin and nails. It
provides 9g of protein and 90 calories per
serving (Australia)
Prebiotic+probiotic coconut milk ice cream
CoYo Chocolate Cherry Prebiotic +
Probiotic Coconut Milk Ice Cream is made
with imported and local ingredients and
contains billions of BB-12 plant-powered
probiotics (Australia)
Reducing food waste and boosting nutrients
Wild & Whipped Dark Chocolate Boysenberry
Whipped Fruit Ice Cream is made from
unwanted, spotty bananas to reduce food
waste. It is said to be jam-packed with
nutrients (New Zealand).

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KEY TAKEAWAYS
• Ease of use • Better-for-you • Vitamin boost
• High/added protein & • Tasty & easy-to-prepare • Functional benefits
low-fat claims

PROCESSED ENERGY
MEAT COFFEE
DRINK

PLANT-
INSTANT TABLE BASED
TEA DRINKS &
NOODLE SAUCES
ICECREAM

• Premium options • Zero additives or • Convenience • Convenience & Easy

• Healthy options “minus” claims • Sugar-free storage
• Ease of use • Vegan & plant-based • Diverse functional needs • Ice cream: Guilt-free
mayonnaise treat

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FOOD EXPO 2022
EXHIBITION THEME

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2018 Food Expo: "Flavors and Plant-Based"

2019 Vietfood: "Vietnam Styled - Plantbase - Healthy"

(Khẩu vị Việt Nam - Từ thực vật - Tốt cho sức khỏe)

2021 Vietfood: “Vui khoẻ tự nhiên - Từ hương vị Việt”

2022 Food Expo (SUGGESTED)

Authentic taste for a healthier and happier life
(Hương vị bản nguyên cho cuộc sống thêm vui khoẻ)

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Thank you!
Any question?

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