Vietnam’s food, beverage and ingredient market 2025

The food & beverage (F&B) and ingredient market in Vietnam is undergoing a powerful shift and deep restructuring in 2025. Below are the 10 most notable insights compiled from reputable reports (iPOS.vn, Vietnam Report, FiinGroup).

10 standout insights

1. Growth rate and projected revenue: Industry revenue is forecast to reach around VND 755 trillion in 2025, up 9.6% versus 2024—an encouraging, steady pace that underscores domestic consumption as a key economic pillar.
2. A harsh “great purge”: The first half of 2025 saw the most intense shakeout in years, with over 50,000 F&B outlets closing (down 7.1% vs. 2024). Brands lacking distinct identity or burdened by high operating costs are giving way to lean, efficient models.
3. Clean, green, sustainable ingredients as the new standard: About 89.9% of businesses agree health‑forward, plant‑based and sustainable consumption is no longer a fad but a new norm. Consumers are willing to pay up to 20% more for eco‑friendly products.
4. Matcha and specialty teas dominate: Matcha leads beverage menus, adopted by nearly 30% of businesses. Original tea lines like Oolong and Shan Tuyet are seeing investment to match younger consumers’ taste for depth and authenticity.
5. The “super‑saver” era and value pricing: As consumers tighten budgets, low‑price food and drink formats surge. Operators optimize inputs and prioritize grab‑and‑go to cut costs and keep prices accessible.
6. End‑to‑end digital supply chains: Applying AI and Big Data to inventory management and B2B ingredient ordering helps reduce losses by up to 20% and streamline logistics costs.
7. Personalised flavor and nutrition: 2025 consumers expect customisation—adjustable sweetness with alternative sweeteners (stevia, diet sugars) and nutrient‑rich toppings added to traditional beverages.
8. Vietnam asserts its “kitchen of the world” status: Vietnamese ingredients—especially tea, coffee, coconut water and cashews—are posting impressive export momentum. Q3/2025 saw international buyer interest in “Made in Vietnam” products rise by nearly 30% on B2B e‑commerce platforms.
9. Input‑cost pressure driving price adjustments: Nearly 50% of F&B businesses had to raise prices in 2025 due to raw materials, utilities and transport costs. Increases are cautious—typically under 5%—to retain customers.
10. Shift toward suburban and provincial markets: High rents in Hanoi and Ho Chi Minh City are pushing F&B chains and ingredient suppliers to expand distribution into suburban and high‑potential provincial areas, where operating costs are lower and purchasing power is rising.

If 2025 is a rigorous test of optimisation and operational discipline, 2026 is expected to be the inflection point for sustainable recovery—where businesses mastering clean ingredient sourcing and digital technology will lead the market onto the international stage.

Source: iPOS.vn, Vietnam Report, FiinGroup