Rice, Pasta and Noodles in

Vietnam
Euromonitor International
December 2021
RICE, PASTA AND NOODLES IN VIETNAM Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2021 DEVELOPMENTS ............................................................................................................... 1
In spite of stockpiling, supply chain remains robust .................................................................. 1
Premiumisation trend proves immune to COVID-19 ................................................................. 1
Leader Acecook Vietnam JSC faces more intense competition in mid-priced noodles............. 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
In the absence of stockpiling, demand growth will moderate .................................................... 2
Local players unlikely to be challenged .................................................................................... 2
Supermarkets will continue to grow in importance as A distribution channel ............................ 3
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Rice, Pasta and Noodles by Category: Volume 2016-2021 ........... 3
Table 2 Sales of Rice, Pasta and Noodles by Category: Value 2016-2021 .............. 3
Table 3 Sales of Rice, Pasta and Noodles by Category: % Volume Growth
2016-2021 .................................................................................................... 3
Table 4 Sales of Rice, Pasta and Noodles by Category: % Value Growth
2016-2021 .................................................................................................... 4
Table 5 Sales of Instant Noodles by Leading Flavours: Rankings 2016-2021 .......... 4
Table 6 NBO Company Shares of Rice, Pasta and Noodles: % Value 2017-
2021 ............................................................................................................. 4
Table 7 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2018-2021 .......... 5
Table 8 NBO Company Shares of Rice: % Value 2017-2021 ................................... 6
Table 9 LBN Brand Shares of Rice: % Value 2018-2021 .......................................... 7
Table 10 NBO Company Shares of Pasta: % Value 2017-2021 ................................. 7
Table 11 LBN Brand Shares of Pasta: % Value 2018-2021 ........................................ 8
Table 12 NBO Company Shares of Noodles: % Value 2017-2021 ............................. 8
Table 13 LBN Brand Shares of Noodles: % Value 2018-2021 .................................... 9
Table 14 Distribution of Rice, Pasta and Noodles by Format: % Value 2016-
2021 ........................................................................................................... 10
Table 15 Distribution of Rice by Format: % Value 2016-2021 ................................... 10
Table 16 Distribution of Pasta by Format: % Value 2016-2021 ................................. 11
Table 17 Distribution of Noodles by Format: % Value 2016-2021 ............................. 12
Table 18 Forecast Sales of Rice, Pasta and Noodles by Category: Volume
2021-2026 .................................................................................................. 12
Table 19 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2021-
2026 ........................................................................................................... 13
Table 20 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume
Growth 2021-2026 ..................................................................................... 13
Table 21 Forecast Sales of Rice, Pasta and Noodles by Category: % Value
Growth 2021-2026 ..................................................................................... 13

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RICE, PASTA AND NOODLES IN VIETNAM Passport 1

RICE, PASTA AND NOODLES IN

VIETNAM
KEY DATA FINDINGS
▪ Retail value sales increase by 11% in current terms in 2021 to VND52.6 trillion
▪ Rice is the best performing category in 2021, with retail value sales increasing by 12% in
current terms to VND20.4 trillion
▪ Acecook Vietnam JSC is the leading player in 2021, with a retail value share of 19%
▪ Retail sales are set to grow at a current value CAGR of 11% (2021 constant value CAGR of
7%) over the forecast period to VND88.5 trillion

2021 DEVELOPMENTS

In spite of stockpiling, supply chain remains robust

Rice dominates retail volume sales of rice, pasta and noodles in Vietnam, with noodles
accounting for most of the remainder. Demand for pasta is very limited, but it is expanding
among affluent and cosmopolitan urban consumers. Rice is a staple of Vietnamese cuisine,
consumed by most people on a daily basis in such dishes such as Ph?, Bún Bò Hu? or H? Ti?u.
It is also very popular in foodservice, but sales through this channel declined at an accelerated
pace during 2021 due to COVID-19 restrictions.
At the beginning of the pandemic in 2020, many local consumers with the means to do so
stockpiled essentials, particularly rice. This led to problems in the supply chain, which was
overstretched due to the sudden surge in demand. However, as a cornerstone of the
Vietnamese diet, deliveries of rice were given priority by local retailers. Moreover, many local
people donate rice and noodles to help to feed the needy. While the annual rate of growth in
retail volume sales of rice has slowed since the onset of the pandemic, it remained vigorous in
2021.
The competitive landscape in rice is extremely fragmented, with ‘Others’ (i.e. very small
players) accounting for the bulk of retail value sales. During 2021, the five largest players
accounted for less than 10% of retail value sales between them. The availability of brands varies
across regions. For instance, Hat Ngoc Troi, Vua Gao is popular in the south, while Tan Vuong,
Thang Long and Bao Minh are present in the north.

Premiumisation trend proves immune to COVID-19

The premiumisation trend in rice and noodles has not been disrupted by the economic shock
of the pandemic, with such offerings as ST25 rice (developed in Vietnam, it won first prize in the
World’s Best Rice contest at the 11th World Rice Conference during 2019 – a title it retained in
2020) growing in popularity. ST25 rice is marketed by both of the leading players – Masan Corp
and Acecook Vietnam Co Ltd.
Premiumisation is also increasingly visible in noodles. During the review period, Omachi
upgraded its instant noodles line with more premium variants, offering potato noodles with spicy
and sour shrimp contained in a box of 24 cups, potato noodles in beef stew with real meat and
plain noodles with five fruits, both offered in boxes containing 24 glasses. Cung Dinh, which
offers such premium products as Hanoi Imperial Palace Chicken in cups, packs and pouches,
enhanced both the taste of its products and refreshed its packaging to project a more premium

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look. A wide variety of noodles are available in Vietnam, including both wheat- and rice-based
offerings.

Leader Acecook Vietnam JSC faces more intense competition in mid-

priced noodles
In noodles, Acecook Vietnam JSC continued to lead during 2021, ahead of Masan Consumer
Corp, with these two players accounting for more than half of retail value sales between them.
Acecook Vietnam JSC’s broad product portfolio includes such brands as Hao Hao, Handy,
Modern and Mien Phu Huong, which are mainly targeted at the mid-priced segment. However,
Acecook Vietnam JSC steadily lost retail volume share over the course of the review period, due
in large part to increased competition from the likes of Omanchi, which formerly concentrated on
the premium segment but has a growing portfolio of mid-priced and offerings, and Kokomi.
Meanwhile, Acecook Vietnam JSC was the subject of negative publicity in August 2021, when
certain batches of its Hao Hao instant noodles exported to Ireland were recalled by the
authorities in that country due to the presence of the unauthorised pesticide ethylene oxide.
Conversely, Masan Consumer Corp has steadily increased its retail value share during the
review period by adding real meat ingredients and aggressively promoting instant noodle cups.
While instant noodle pouches continue to dominate instant noodles, instant noodle cups are
rapidly growing in popularity. In 2020, it launched Kokomi90 noodles, which has 20% more
product than competing brands, making it particularly attractive to price-sensitive consumers.
During the same year, Masan Consumer Corp also launched of rice-based products Ph? Chinsu
and pork-ribs porridge Chinsu.

PROSPECTS AND OPPORTUNITIES

In the absence of stockpiling, demand growth will moderate

The rate of growth in retail volume sales of rice, pasta and noodles will slow progressively
over the course of the forecast period, with this expansion supported by modest population
growth and an anticipated post-pandemic economic rebound. However, the stockpiling that
occurred in 2020 and 2021 appears unlikely to be repeated.
Conversely, foodservice volume sales will begin to recover in 2022, as COVID-19 restrictions
are relaxed and inbound international tourism begins to revive, but they will remain below their
2019 peak even at the end of the forecast period. Packaged versions of local dishes that used
to be available only through foodservice, such as Pho, Bun Bo Hue or Hu Tieu (some local
dishes in Vietnam), will proliferate during the forecast period.
Partly as a result of COVID-19, local consumer interest in health and wellness will continue to
deepen, and they are becoming more knowledgeable on this topic. As a result, they are
becoming increasingly sceptical of advertising in this regard and will not buy an added-value
product unless its health and wellness positioning is clearly articulated and seems credible to
them.

Local players unlikely to be challenged

Local players will continue to dominate in rice, pasta and noodles. Larger local players are
well able to compete with their international counterparts in terms of new product development,
marketing and manufacturing processes. The government is also playing a role in this by
encouraging local consumers to buy domestically produced products through a marketing
campaign with the tagline: “Vietnamese people prioritise to consumer Vietnamese products.”

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Supermarkets will continue to grow in importance as A distribution

channel
Traditional grocery retailers (mainly independent small grocers and other grocery retailers)
continue to dominate retail value sales of rice, noodles and pasta, but modern grocery retailers
(particularly supermarkets) are steadily growing in popularity. This trend is set to continue
throughout the forecast period, as the number of modern grocery retail outlets continues to rise,
making them more accessible to local consumers. Already an established presence in large
urban centres and affluent neighbourhoods, supermarkets and convenience stores will
increasingly be found in lower-tier urban centres.

CATEGORY DATA
Table 1 Sales of Rice, Pasta and Noodles by Category: Volume 2016-2021

'000 tonnes
2016 2017 2018 2019 2020 2021

Rice, Pasta and Noodles 958.6 1,055.4 1,169.8 1,294.3 1,423.2 1,560.6
Noodles 341.9 345.9 352.8 367.3 394.5 429.5
- Chilled Noodles - - - - - -
- Frozen Noodles - - - - - -
- Instant Noodles 330.0 332.9 338.6 351.5 377.5 411.5
-- Instant Noodle Cups 22.8 24.1 26.1 28.7 32.1 35.0
-- Instant Noodle Pouches 307.3 308.8 312.5 322.8 345.4 376.5
- Plain Noodles 11.9 13.0 14.3 15.8 17.0 18.1
Pasta 4.9 5.3 5.8 6.4 6.7 7.0
- Chilled Pasta - - - - - -
- Dried Pasta 4.9 5.3 5.8 6.4 6.7 7.0
Rice 611.8 704.1 811.2 920.7 1,021.9 1,124.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Rice, Pasta and Noodles by Category: Value 2016-2021

VND billion
2016 2017 2018 2019 2020 2021

Rice, Pasta and Noodles 32,127.8 34,601.1 38,292.4 42,338.3 47,248.8 52,634.2
Noodles 22,025.1 22,669.9 24,116.9 25,906.3 28,542.8 31,707.4
- Chilled Noodles - - - - - -
- Frozen Noodles - - - - - -
- Instant Noodles 21,521.8 22,100.1 23,471.3 25,170.4 27,718.6 30,809.0
-- Instant Noodle Cups 2,464.7 2,661.8 3,061.1 3,535.6 4,136.6 4,633.0
-- Instant Noodle Pouches 19,057.1 19,438.3 20,410.2 21,634.8 23,581.9 26,175.9
- Plain Noodles 503.3 569.8 645.6 736.0 824.3 898.5
Pasta 310.6 347.3 390.7 441.5 476.8 510.2
- Chilled Pasta - - - - - -
- Dried Pasta 310.6 347.3 390.7 441.5 476.8 510.2
Rice 9,792.0 11,583.9 13,784.9 15,990.5 18,229.1 20,416.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2016-2021

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RICE, PASTA AND NOODLES IN VIETNAM Passport 4

% volume growth
2020/21 2016-21 CAGR 2016/21 Total

Rice, Pasta and Noodles 9.7 10.2 62.8

Noodles 8.9 4.7 25.6
- Chilled Noodles - - -
- Frozen Noodles - - -
- Instant Noodles 9.0 4.5 24.7
-- Instant Noodle Cups 9.0 9.0 53.7
-- Instant Noodle Pouches 9.0 4.1 22.5
- Plain Noodles 6.0 8.7 51.7
Pasta 4.0 7.2 41.3
- Chilled Pasta - - -
- Dried Pasta 4.0 7.2 41.3
Rice 10.0 12.9 83.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2016-2021

% current value growth

2020/21 2016-21 CAGR 2016/21 Total

Rice, Pasta and Noodles 11.4 10.4 63.8

Noodles 11.1 7.6 44.0
- Chilled Noodles - - -
- Frozen Noodles - - -
- Instant Noodles 11.1 7.4 43.2
-- Instant Noodle Cups 12.0 13.5 88.0
-- Instant Noodle Pouches 11.0 6.6 37.4
- Plain Noodles 9.0 12.3 78.5
Pasta 7.0 10.4 64.2
- Chilled Pasta - - -
- Dried Pasta 7.0 10.4 64.2
Rice 12.0 15.8 108.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Instant Noodles by Leading Flavours: Rankings 2016-2021

ranking
2016 2017 2018 2019 2020 2021

Seafood 1 1 1 1 1 1
Chicken 5 5 5 3 3 2
Beef 2 2 2 2 2 3
Pork 3 3 3 4 4 4
Tom Yam 4 4 4 5 5 5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 NBO Company Shares of Rice, Pasta and Noodles: % Value 2017-2021

% retail value rsp

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Company 2017 2018 2019 2020 2021

Acecook Vietnam JSC 23.8 22.1 20.7 19.8 19.3

Masan Consumer Corp 11.7 11.1 11.7 12.8 13.7
Uniben JSC 8.1 7.7 6.8 6.3 5.9
Asia Foods Corp 5.3 4.9 4.6 4.4 4.3
Saigon Vewong JV Co 2.8 2.5 2.2 2.0 1.8
Safoco Foodstuff JSC 1.5 1.5 1.5 1.4 1.4
Colusa Miliket 1.5 1.6 1.6 1.4 1.3
Foodstuff JSC (COMIFOOD)
Thien Huong Food Co 1.6 1.5 1.4 1.3 1.3
VIFON - Vietnam Food 1.7 1.5 1.3 1.2 1.1
Industries JSC
Loc Troi Group JSC 2.5 2.4 2.0 1.5 1.1
Paldo Vina Co Ltd 0.6 0.8 0.9 0.9 0.9
Longan Co Ltd 0.7 0.7 0.7 0.6 0.6
Vietnam Food Corp 0.6 0.7 0.7 0.6 0.6
Nissin Foods Vietnam Co 0.8 0.7 0.7 0.6 0.6
Ltd
Asia Food Technology Co 0.3 0.4 0.5 0.5 0.5
Ltd
Nong Shim Co Ltd 0.3 0.4 0.5 0.5 0.5
Tien Giang Food Co Ltd 0.4 0.4 0.4 0.4 0.4
An Giang Import Export 0.4 0.4 0.4 0.4 0.4
JSC (Angimex)
Uni-President Vietnam 0.6 0.6 0.5 0.4 0.4
Co Ltd
Indofood Sukses Makmur 0.4 0.4 0.4 0.3 0.3
Tbk PT
Saigon Trading Group 0.3 0.3 0.3 0.3 0.3
(SATRA)
Barilla Alimentare SpA 0.2 0.3 0.3 0.3 0.3
King Green Natural Food 0.2 0.2 0.2 0.2 0.3
JSC
Viet Nguyen Rice 0.3 0.4 0.4 0.3 0.2
Processing Co Ltd
Saigon Union of Trading 0.2 0.2 0.2 0.2 0.2
Cooperatives
Everton Vietnam Co Ltd 0.2 0.2 0.2 0.2 0.1
Kinh Do Corp - - - - -
Kido Group - - - - -
Viet Hung Food Co Ltd - - - - -
Others 32.9 36.3 39.0 40.9 42.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2018-2021

% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021

Hao Hao (Ace Cook Acecook Vietnam JSC 8.7 8.0 7.7 7.7
Co Ltd)
Kokomi (Masan Group Masan Consumer Corp 5.4 5.6 6.3 6.9
Corp)
Omachi (Masan Group Masan Consumer Corp 5.7 6.1 6.6 6.9
Corp)
Vina Acecook (Ace Acecook Vietnam JSC 7.5 7.0 6.7 6.6

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Cook Co Ltd)
3 Mien Uniben JSC 7.7 6.8 6.3 5.9
Gau Do Asia Foods Corp 4.9 4.6 4.4 4.3
Hao 100 (Ace Cook Acecook Vietnam JSC 2.9 2.6 2.4 2.3
Co Ltd)
A-One (Ve Wong Corp) Saigon Vewong JV Co 2.5 2.2 2.0 1.8
Safoco Safoco Foodstuff JSC 1.5 1.5 1.4 1.4
Vi Huong Thien Huong Food Co 1.5 1.4 1.3 1.3
Modern (Ace Cook Co Acecook Vietnam JSC 1.5 1.7 1.5 1.3
Ltd)
Hat Ngoc Troi Loc Troi Group JSC 2.4 2.0 1.5 1.1
Colusa Colusa Miliket 1.2 1.2 1.0 1.0
Foodstuff JSC (COMIFOOD)
Handy Hao Hao (Ace Acecook Vietnam JSC 0.9 0.9 0.9 0.9
Cook Co Ltd)
Koreno (Paldo Co Ltd) Paldo Vina Co Ltd 0.8 0.9 0.9 0.9
Longan Longan Co Ltd 0.7 0.7 0.6 0.6
Vinafood Vietnam Food Corp 0.7 0.7 0.6 0.6
Nissin (Nissin Nissin Foods Vietnam Co 0.7 0.7 0.6 0.6
Foods Holdings Co Ltd
Ltd)
Cung Dinh Asia Food Technology Co 0.4 0.5 0.5 0.5
Ltd
Nong Shim Nong Shim Co Ltd 0.4 0.5 0.5 0.5
Vifon VIFON - Vietnam Food 0.7 0.6 0.5 0.5
Industries JSC
An Giang all brands An Giang Import Export 0.4 0.4 0.4 0.4
JSC (Angimex)
Unif (Uni-President Uni-President Vietnam 0.6 0.5 0.4 0.4
Enterprises Corp) Co Ltd
Miliket Colusa Miliket 0.4 0.4 0.4 0.3
Foodstuff JSC (COMIFOOD)
Tao Quan (Ace Cook Acecook Vietnam JSC 0.4 0.4 0.3 0.3
Co Ltd)
Indomie Indofood Sukses Makmur 0.4 0.4 0.3 0.3
Tbk PT
Satra Rice Saigon Trading Group 0.3 0.3 0.3 0.3
(SATRA)
Barilla (Barilla Barilla Alimentare SpA 0.3 0.3 0.3 0.3
Holding SpA)
Vua Gao King Green Natural Food 0.2 0.2 0.2 0.3
JSC
Viet Nguyen Viet Nguyen Rice 0.4 0.4 0.3 0.2
Processing Co Ltd
Others Others 38.0 40.7 42.6 43.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 NBO Company Shares of Rice: % Value 2017-2021

% retail value rsp

Company 2017 2018 2019 2020 2021

Loc Troi Group JSC 7.6 6.7 5.3 3.9 2.8

Longan Co Ltd 2.0 1.9 1.8 1.7 1.6
Vietnam Food Corp 1.8 1.8 1.8 1.6 1.5
Tien Giang Food Co Ltd 1.2 1.2 1.2 1.1 1.1
An Giang Import Export 1.2 1.2 1.2 1.1 1.1

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JSC (Angimex)
Saigon Trading Group 0.8 0.8 0.8 0.8 0.7
(SATRA)
King Green Natural Food 0.5 0.6 0.6 0.6 0.6
JSC
Viet Nguyen Rice 1.0 1.0 0.9 0.7 0.5
Processing Co Ltd
Saigon Union of Trading 0.5 0.5 0.5 0.5 0.5
Cooperatives
Everton Vietnam Co Ltd 0.5 0.5 0.5 0.4 0.4
Yamadai Co Ltd 0.2 0.1 0.1 0.1 0.0
Minh Cat Co Ltd 0.3 0.2 0.1 0.1 0.0
Others 82.4 83.5 85.4 87.4 89.1
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 LBN Brand Shares of Rice: % Value 2018-2021

% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021

Hat Ngoc Troi Loc Troi Group JSC 6.7 5.3 3.9 2.8
Longan Longan Co Ltd 1.9 1.8 1.7 1.6
Vinafood Vietnam Food Corp 1.8 1.8 1.6 1.5
An Giang all brands An Giang Import Export 1.2 1.2 1.1 1.1
JSC (Angimex)
Satra Rice Saigon Trading Group 0.8 0.8 0.8 0.7
(SATRA)
Vua Gao King Green Natural Food 0.6 0.6 0.6 0.6
JSC
Viet Nguyen Viet Nguyen Rice 1.0 0.9 0.7 0.5
Processing Co Ltd
Saigon Coop Saigon Union of Trading 0.5 0.5 0.5 0.5
(Private Label) Cooperatives
Chin Rong Vang Tien Giang Food Co Ltd 0.5 0.5 0.4 0.4
Everton Everton Vietnam Co Ltd 0.5 0.5 0.4 0.4
Trau Vang Tien Giang Food Co Ltd 0.4 0.4 0.4 0.4
Bong Sen Vang Tien Giang Food Co Ltd 0.3 0.3 0.3 0.3
Japonica Rice Yamadai Co Ltd 0.1 0.1 0.1 0.0
Kim Ke Rice Minh Cat Co Ltd 0.2 0.1 0.1 0.0
Others Others 83.6 85.4 87.4 89.1
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 NBO Company Shares of Pasta: % Value 2017-2021

% retail value rsp

Company 2017 2018 2019 2020 2021

Safoco Foodstuff JSC 41.9 40.2 39.1 39.5 40.1

Barilla Alimentare SpA 23.1 24.6 26.6 26.6 26.6
Italpasta SpA 6.3 5.8 5.1 5.0 4.8
Panzani SAS 2.6 3.2 3.4 3.6 3.5
Pasta Zara SpA 3.4 3.5 3.5 3.5 3.4
San Remo Macaroni Co 2.2 3.0 3.3 3.3 3.4

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Pty Ltd
Early Rice Co Ltd - - - - -
Others 20.5 19.8 18.9 18.6 18.2
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 LBN Brand Shares of Pasta: % Value 2018-2021

% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021

Safoco Safoco Foodstuff JSC 40.2 39.1 39.5 40.1

Barilla (Barilla Barilla Alimentare SpA 24.6 26.6 26.6 26.6
Holding SpA)
Italpasta Italpasta SpA 5.8 5.1 5.0 4.8
Panzani (Ebro Foods Panzani SAS 3.2 3.4 3.6 3.5
SA)
Pasta Zara Pasta Zara SpA 3.5 3.5 3.5 3.4
San Remo San Remo Macaroni Co 3.0 3.3 3.3 3.4
Pty Ltd
Early Rice Early Rice Co Ltd - - - -
Others Others 19.8 18.9 18.6 18.2
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 NBO Company Shares of Noodles: % Value 2017-2021

% retail value rsp

Company 2017 2018 2019 2020 2021

Acecook Vietnam JSC 36.3 35.1 33.9 32.8 32.0

Masan Consumer Corp 17.8 17.7 19.2 21.3 22.8
Uniben JSC 12.4 12.2 11.1 10.4 9.8
Asia Foods Corp 8.1 7.8 7.6 7.3 7.1
Saigon Vewong JV Co 4.3 4.0 3.6 3.3 3.0
Colusa Miliket 2.4 2.5 2.5 2.3 2.2
Foodstuff JSC (COMIFOOD)
Thien Huong Food Co 2.5 2.4 2.3 2.2 2.1
VIFON - Vietnam Food 2.6 2.3 2.2 2.0 1.9
Industries JSC
Safoco Foodstuff JSC 1.7 1.7 1.7 1.7 1.6
Paldo Vina Co Ltd 1.0 1.2 1.5 1.5 1.4
Nissin Foods Vietnam Co 1.2 1.1 1.1 1.0 1.0
Ltd
Asia Food Technology Co 0.5 0.7 0.8 0.9 0.8
Ltd
Nong Shim Co Ltd 0.5 0.6 0.7 0.8 0.8
Uni-President Vietnam 0.9 0.9 0.8 0.7 0.6
Co Ltd
Indofood Sukses Makmur 0.6 0.6 0.6 0.5 0.5
Tbk PT
Kinh Do Corp - - - - -
Kido Group - - - - -
Viet Hung Food Co Ltd - - - - -
Others 7.3 9.1 10.3 11.3 12.3

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Total 100.0 100.0 100.0 100.0 100.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 13 LBN Brand Shares of Noodles: % Value 2018-2021

% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021

Hao Hao (Ace Cook Acecook Vietnam JSC 13.8 13.1 12.8 12.8
Co Ltd)
Kokomi (Masan Group Masan Consumer Corp 8.6 9.2 10.4 11.4
Corp)
Omachi (Masan Group Masan Consumer Corp 9.1 10.0 10.9 11.4
Corp)
Vina Acecook (Ace Acecook Vietnam JSC 11.9 11.5 11.2 10.9
Cook Co Ltd)
3 Mien Uniben JSC 12.2 11.1 10.4 9.8
Gau Do Asia Foods Corp 7.8 7.6 7.3 7.1
Hao 100 (Ace Cook Acecook Vietnam JSC 4.7 4.3 4.0 3.8
Co Ltd)
A-One (Ve Wong Corp) Saigon Vewong JV Co 4.0 3.6 3.3 3.0
Vi Huong Thien Huong Food Co 2.4 2.3 2.2 2.1
Modern (Ace Cook Co Acecook Vietnam JSC 2.5 2.7 2.4 2.1
Ltd)
Colusa Colusa Miliket 2.0 2.0 1.7 1.6
Foodstuff JSC (COMIFOOD)
Safoco Safoco Foodstuff JSC 1.7 1.7 1.7 1.6
Handy Hao Hao (Ace Acecook Vietnam JSC 1.4 1.4 1.5 1.5
Cook Co Ltd)
Koreno (Paldo Co Ltd) Paldo Vina Co Ltd 1.2 1.5 1.5 1.4
Nissin (Nissin Nissin Foods Vietnam Co 1.1 1.1 1.0 1.0
Foods Holdings Co Ltd
Ltd)
Cung Dinh Asia Food Technology Co 0.7 0.8 0.9 0.8
Ltd
Nong Shim Nong Shim Co Ltd 0.6 0.7 0.8 0.8
Vifon VIFON - Vietnam Food 1.1 0.9 0.9 0.8
Industries JSC
Unif (Uni-President Uni-President Vietnam 0.9 0.8 0.7 0.6
Enterprises Corp) Co Ltd
Miliket Colusa Miliket 0.6 0.6 0.6 0.6
Foodstuff JSC (COMIFOOD)
Tao Quan (Ace Cook Acecook Vietnam JSC 0.7 0.6 0.6 0.5
Co Ltd)
Indomie Indofood Sukses Makmur 0.6 0.6 0.5 0.5
Tbk PT
Mien Phu Huong Yen Acecook Vietnam JSC 0.3 0.3 0.3 0.3
Tiec (Ace Cook Co
Ltd)
Hello Asia Foods Corp - - - -
Dai Gia Dinh Kido Group - - - -
(Mondelez
International Inc)
Dai Gia Dinh Kinh Do Corp - - - -
Oh Ngon (Masan Masan Consumer Corp - - - -
Group Corp)
Sagami (Masan Group Masan Consumer Corp - - - -
Corp)

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RICE, PASTA AND NOODLES IN VIETNAM Passport 10

3 Mien Viet Hung Food Co Ltd - - - -

Ngon Ngon VIFON - Vietnam Food - - - -
Industries JSC
Others Others 10.4 11.5 12.5 13.4
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 14 Distribution of Rice, Pasta and Noodles by Format: % Value 2016-2021

% retail value rsp

2016 2017 2018 2019 2020 2021

Store-Based Retailing 99.9 99.9 99.6 99.0 99.0 98.9

- Grocery Retailers 99.9 99.9 99.6 99.0 99.0 98.9
-- Modern Grocery 10.1 11.0 13.4 12.8 13.5 13.8
Retailers
--- Convenience Stores 0.3 0.4 0.5 0.9 1.1 1.2
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 1.9 2.1 2.5 2.5 2.6 2.6
--- Supermarkets 7.8 8.5 10.4 9.5 9.9 10.1
-- Traditional Grocery 89.8 88.9 86.2 86.1 85.4 85.1
Retailers
--- Food/drink/tobacco 3.4 3.1 3.0 3.0 3.1 3.3
specialists
--- Independent Small 56.8 54.6 50.8 48.1 46.8 46.7
Grocers
--- Other Grocery 29.6 31.1 32.4 35.0 35.5 35.1
Retailers
- Non-Grocery Specialists - - - - - -
-- Health and Beauty - - - - - -
Specialist Retailers
-- Other Foods Non- - - - - - -
Grocery Specialists
- Mixed Retailers - - - - - -
Non-Store Retailing 0.1 0.1 0.4 1.0 1.0 1.1
- Vending - - - - - -
- Homeshopping - - - - - -
- E-Commerce 0.1 0.1 0.4 1.0 1.0 1.1
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 15 Distribution of Rice by Format: % Value 2016-2021

% retail value rsp

2016 2017 2018 2019 2020 2021

Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

- Grocery Retailers 100.0 100.0 100.0 100.0 100.0 100.0
-- Modern Grocery 21.1 21.4 21.4 17.6 17.6 17.3
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -

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RICE, PASTA AND NOODLES IN VIETNAM Passport 11

--- Hypermarkets 2.7 2.9 3.1 2.7 2.4 2.2

--- Supermarkets 18.4 18.5 18.3 14.9 15.2 15.1
-- Traditional Grocery 78.9 78.5 78.6 82.4 82.4 82.7
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 9.2 9.0 8.6 7.9 7.7 8.0
Grocers
--- Other Grocery 69.7 69.5 70.0 74.5 74.7 74.6
Retailers
- Non-Grocery Specialists - - - - - -
-- Health and Beauty - - - - - -
Specialist Retailers
-- Other Foods Non- - - - - - -
Grocery Specialists
- Mixed Retailers - - - - - -
Non-Store Retailing - - - - - -
- Vending - - - - - -
- Homeshopping - - - - - -
- E-Commerce - - - - - -
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 16 Distribution of Pasta by Format: % Value 2016-2021

% retail value rsp

2016 2017 2018 2019 2020 2021

Store-Based Retailing 99.7 99.6 99.5 99.3 98.7 98.6

- Grocery Retailers 99.7 99.6 99.5 99.3 98.7 98.6
-- Modern Grocery 83.9 84.0 84.9 86.0 85.9 86.7
Retailers
--- Convenience Stores 0.3 0.3 0.3 0.5 0.5 0.7
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 11.2 11.3 11.8 12.3 12.9 13.5
--- Supermarkets 72.5 72.4 72.8 73.2 72.5 72.6
-- Traditional Grocery 15.8 15.6 14.6 13.4 12.8 11.9
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 10.8 10.7 10.2 9.3 8.8 8.3
Grocers
--- Other Grocery 5.0 4.9 4.4 4.1 4.0 3.6
Retailers
- Non-Grocery Specialists - - - - - -
-- Health and Beauty - - - - - -
Specialist Retailers
-- Other Foods Non- - - - - - -
Grocery Specialists
- Mixed Retailers - - - - - -
Non-Store Retailing 0.3 0.4 0.5 0.7 1.3 1.4
- Vending - - - - - -
- Homeshopping - - - - - -
- E-Commerce 0.3 0.4 0.5 0.7 1.3 1.4
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0

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RICE, PASTA AND NOODLES IN VIETNAM Passport 12

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 17 Distribution of Noodles by Format: % Value 2016-2021

% retail value rsp

2016 2017 2018 2019 2020 2021

Store-Based Retailing 99.9 99.8 99.4 98.4 98.3 98.2

- Grocery Retailers 99.9 99.8 99.4 98.4 98.3 98.2
-- Modern Grocery 4.1 4.6 7.7 8.7 9.7 10.4
Retailers
--- Convenience Stores 0.5 0.6 0.8 1.5 1.8 1.9
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 1.4 1.6 2.0 2.1 2.5 2.6
--- Supermarkets 2.2 2.4 4.9 5.1 5.4 5.8
-- Traditional Grocery 95.7 95.2 91.7 89.7 88.6 87.8
Retailers
--- Food/drink/tobacco 5.0 4.7 4.7 4.9 5.2 5.4
specialists
--- Independent Small 78.6 78.6 75.6 73.6 72.3 72.3
Grocers
--- Other Grocery 12.1 11.9 11.4 11.2 11.0 10.2
Retailers
- Non-Grocery Specialists - - - - - -
-- Health and Beauty - - - - - -
Specialist Retailers
-- Other Foods Non- - - - - - -
Grocery Specialists
- Mixed Retailers - - - - - -
Non-Store Retailing 0.1 0.2 0.6 1.6 1.7 1.8
- Vending - - - - - -
- Homeshopping - - - - - -
- E-Commerce 0.1 0.2 0.6 1.6 1.7 1.8
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 18 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2021-2026

'000 tonnes
2021 2022 2023 2024 2025 2026

Rice, Pasta and Noodles 1,560.6 1,688.6 1,810.9 1,926.0 2,037.6 2,146.8
Noodles 429.5 456.1 479.9 500.7 520.2 538.0
- Chilled Noodles - - - - - -
- Frozen Noodles - - - - - -
- Instant Noodles 411.5 436.9 459.5 478.9 496.7 512.8
-- Instant Noodle Cups 35.0 37.8 40.4 43.1 45.6 48.2
-- Instant Noodle Pouches 376.5 399.1 419.1 435.8 451.1 464.6
- Plain Noodles 18.1 19.2 20.5 21.9 23.4 25.2
Pasta 7.0 7.2 7.6 8.0 8.4 8.8
- Chilled Pasta - - - - - -
- Dried Pasta 7.0 7.2 7.6 8.0 8.4 8.8
Rice 1,124.1 1,225.3 1,323.3 1,417.3 1,509.0 1,600.0

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RICE, PASTA AND NOODLES IN VIETNAM Passport 13

Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 19 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2021-2026

VND billion
2021 2022 2023 2024 2025 2026

Rice, Pasta and Noodles 52,634.2 56,641.6 60,729.5 64,822.7 68,953.7 73,117.0
Noodles 31,707.4 34,058.5 36,488.0 38,917.0 41,322.2 43,679.3
- Chilled Noodles - - - - - -
- Frozen Noodles - - - - - -
- Instant Noodles 30,809.0 33,104.4 35,471.8 37,831.7 40,159.8 42,431.0
-- Instant Noodle Cups 4,633.0 5,017.6 5,419.0 5,825.4 6,233.2 6,638.3
-- Instant Noodle Pouches 26,175.9 28,086.8 30,052.9 32,006.3 33,926.7 35,792.6
- Plain Noodles 898.5 954.2 1,016.2 1,085.3 1,162.3 1,248.3
Pasta 510.2 533.1 559.8 590.6 626.0 667.7
- Chilled Pasta - - - - - -
- Dried Pasta 510.2 533.1 559.8 590.6 626.0 667.7
Rice 20,416.6 22,050.0 23,681.7 25,315.1 27,005.5 28,770.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 20 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth
2021-2026

% volume growth
2021/22 2021-26 CAGR 2021/26 Total

Rice, Pasta and Noodles 8.2 6.6 37.6

Noodles 6.2 4.6 25.2
- Chilled Noodles - - -
- Frozen Noodles - - -
- Instant Noodles 6.2 4.5 24.6
-- Instant Noodle Cups 8.0 6.6 37.6
-- Instant Noodle Pouches 6.0 4.3 23.4
- Plain Noodles 6.3 6.9 39.6
Pasta 4.3 4.9 27.0
- Chilled Pasta - - -
- Dried Pasta 4.3 4.9 27.0
Rice 9.0 7.3 42.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 21 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2021-
2026

% constant value growth

2021/2022 2021-26 CAGR 2021/26 Total

Rice, Pasta and Noodles 7.6 6.8 38.9

Noodles 7.4 6.6 37.8
- Chilled Noodles - - -
- Frozen Noodles - - -
- Instant Noodles 7.5 6.6 37.7
-- Instant Noodle Cups 8.3 7.5 43.3

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RICE, PASTA AND NOODLES IN VIETNAM Passport 14

-- Instant Noodle Pouches 7.3 6.5 36.7

- Plain Noodles 6.2 6.8 38.9
Pasta 4.5 5.5 30.9
- Chilled Pasta - - -
- Dried Pasta 4.5 5.5 30.9
Rice 8.0 7.1 40.9
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International