Vietnam’s cheese market is a big part of Vietnam’s dairy industry. Although it is relatively young compared to other dairy markets, it is experiencing rapid growth, driven by increasing consumer awareness and changing dietary habits. Traditionally, cheese was not a staple in the Vietnamese diet, but exposure to Western cuisine and lifestyles, particularly in urban areas, has spurred interest and acceptance. This trend is reflected in the rising demand for cheese across various segments, from retail to foodservice, where it is increasingly used in dishes such as pizzas, burgers, and sandwiches.
The market is dominated by processed cheese products, which are favoured for their affordability and versatility. These products, including cheese slices, spreads, and wedges, are popular among families and younger consumers due to their convenience and adaptability in cooking. However, there is a growing interest in premium and artisanal cheeses, particularly among affluent and health-conscious consumers. Imported cheese varieties such as mozzarella, cheddar, and cream cheese are becoming more common, supported by a robust import network and the expansion of high-end retail outlets and supermarkets.
As Vietnam’s middle class continues to expand and disposable incomes rise, the cheese market is expected to see further diversification and growth. Opportunities abound for both local and international players to introduce innovative products, cater to niche markets, and capitalise on evolving consumer preferences. Increased investment in local production and improved cold chain logistics are likely to enhance the market’s development, making cheese an increasingly prominent feature in Vietnam’s dynamic food landscape.
Vietnam’s cheese market in numbers
Vietnam’s cheese market is projected to generate revenue of US$217.80 million in 2024, reflecting its expanding presence and growing consumer interest. This market is expected to grow at a compound annual growth rate of 5.45 percent from 2024 to 2029, according to data collated by Statista.
Vietnam cheese imports 2023
| Source | Value US | Weight Kg |
| Austria | 626 | 81 |
| Brunei Darussalam | 69,837 | 4,052 |
| Myanmar | 9,720 | 2,160 |
| Canada | 2 | 0 |
| China | 10,562,445 | 1,073,251 |
| Guatemala | 6,557 | 544 |
| China, Hong Kong SAR | 329,542 | 32,733 |
| Japan | 815,502 | 116,895 |
| China, Macao SAR | 14,062 | 1,259 |
| Malaysia | 35 | 1 |
| India | 1,274,623 | 235,692 |
| Singapore | 2,337,571 | 173,689 |
| Total | 15,420,522 | 1,640,357 |
Source: UN ComTrade
Vietnam Cheese Brands
The Vietnamese cheese market is diverse, featuring both local and international brands that cater to a growing consumer base. Some prominent Vietnamese cheese brands include:
Vinamilk
As the largest dairy company in Vietnam, Vinamilk offers a variety of cheese products, including processed cheese slices, cheese sticks, and cheese spreads. Their products are popular for their affordability and availability, appealing to both families and foodservice providers. Vinamilk’s cheese offerings are often targeted at younger consumers and children, featuring kid-friendly packaging and flavours.
TH True Milk
TH True Milk is known for its premium dairy products, and its cheese range reflects a focus on quality and natural ingredients. The company offers various types of cheese, including cream cheese and processed cheese, often marketed as nutritious options made from fresh milk. Their products appeal to health-conscious consumers looking for locally-produced, high-quality dairy options.
Ba Vi Cheese
Produced in the Ba Vi region, known for its dairy farming, Ba Vì Cheese is a local brand offering traditional and processed cheese products. Their cheese is made from fresh cow’s milk and is often marketed as a product with a distinctive local flavour, making it popular among those who prefer regional specialties.
Dalat Milk
Dalat Milk, based in the Central Highlands, produces a range of dairy products, including cheese. The brand focuses on high-quality, natural dairy products, with cheese varieties that are often used in both cooking and as a snack. Their products emphasise the freshness and purity of milk in Vietnam that is sourced from the Dalat region.
These brands contribute to the development of the local cheese market, offering products that cater to a range of tastes and preferences. As the market continues to grow, these companies are likely to expand their product lines and explore new segments to meet the evolving needs of Vietnamese consumers.
Foreign cheese brands in Vietnam
Several foreign cheese brands have established a strong presence in the Vietnamese market, catering to the growing demand for diverse and premium cheese products. Some of the prominent foreign cheese brands available in Vietnam include:
Bel Group (Laughing Cow, Kiri, Babybel)
The Bel Group from France is well-known in Vietnam, particularly for its Laughing Cow (Con Bò Cười) brand, which is popular for its creamy, spreadable cheese wedges. The company also offers other brands such as Kiri, known for its soft cheese squares, and Babybel, a favorite among children for its convenient and playful packaging. These products are widely available in supermarkets and convenience stores.
Fonterra (Anchor)
Fonterra, a leading dairy cooperative from New Zealand, markets its Anchor brand in Vietnam, offering a variety of cheese products, including cheddar and mozzarella. Anchor cheeses are popular in both the retail and foodservice sectors, particularly in Western-style restaurants and bakeries, due to their quality and versatility.
Arla Foods
Arla, a Danish cooperative, offers a range of cheese products in Vietnam, including cream cheese, mozzarella, and cheddar. The brand is known for its focus on natural and organic dairy products, appealing to health-conscious consumers and those seeking premium quality.
President (Lactalis Group)
The French brand President, part of the Lactalis Group, provides a range of cheeses in Vietnam, including brie, camembert, and cream cheese. These products are positioned as premium options, targeting consumers who enjoy fine cheeses for home use and entertaining.
Emborg
A Danish brand, Emborg offers a variety of cheese products such as sliced cheese, shredded cheese, and cream cheese. Emborg products are favored for their high quality and competitive pricing, making them accessible to a wide range of consumers.
Kraft Heinz
The American company Kraft Heinz is known for its processed cheese products, such as Kraft Singles, which are widely available in supermarkets and convenience stores. The brand is popular among families and is often used in sandwiches and burgers.
Parmalat
An Italian dairy brand, Parmalat offers a selection of cheese products in Vietnam, including mozzarella and ricotta. These cheeses are often used in Italian cuisine, making them popular in restaurants and among home cooks who enjoy international dishes.
These foreign brands contribute to the diversity of the cheese market in Vietnam, offering a wide range of products that cater to different tastes, from everyday processed cheeses to premium artisanal varieties. Their presence reflects the growing sophistication and internationalisation of Vietnamese consumer preferences.
Box 1: Starting a cheese import business in Vietnam
Importing cheese products into Vietnam for foreign firms can be tricky. Not only are there a number of technical and legal requirements that need to be met, but a myriad of free trade agreements has made navigating tariffs and trade restrictions complex.
Understanding the nuances of importing cheese products into Vietnam, including how to find a distributor, establish a trading company, and customs procedures, before attempting to access Vietnam’s 100 million-strong consumer market, can make the difference between a foreign firm’s success or failure. Read more…
Consumer trends in Vietnam’s cheese market
Consumer trends in Vietnam’s cheese market are evolving rapidly as cheese becomes an increasingly popular ingredient in both traditional and Western-style dishes. Several key trends are shaping the market:
Growing Demand for Western-Style Foods
Cheese is gaining popularity as Vietnamese consumers, particularly in urban areas, become more exposed to Western cuisines and lifestyles. Dishes such as pizza, burgers, pasta, and sandwiches are becoming staples in many households, driving demand for various types of cheese, including mozzarella, cheddar, and parmesan. This trend is also evident in Vietnam’s food and beverage industry in the growth of fast-food chains and Western-style restaurants, which use cheese as a key ingredient.
Increasing Health and Nutrition Awareness
As consumers become more health-conscious, there is a rising interest in cheese products that are perceived as healthy or provide specific nutritional benefits. Low-fat, high-protein, and calcium-rich cheeses, milk, and yogurt are gaining traction among those looking to incorporate dairy into their diet in a balanced way. Functional cheese products, such as those fortified with vitamins or probiotics, are also becoming popular among health-focused consumers.
Preference for Convenient and Ready-to-Eat Products
Busy lifestyles and the growing demand for convenient meal solutions are driving the popularity of ready-to-eat cheese products, such as cheese slices, spreads, and individually wrapped portions. These products are easy to use in cooking or as snacks, making them appealing to families, working professionals, and students. This trend aligns with the broader shift towards convenient and on-the-go food options in Vietnam.
Rise of Premium and Artisanal Cheeses
As disposable incomes rise and consumer preferences become more sophisticated, there is a growing market for premium and artisanal cheeses. Imported cheeses, such as brie, camembert, and blue cheese, are increasingly sought after by affluent consumers and expatriates. This segment is often associated with luxury and special occasions, and consumers are willing to pay a premium for quality and unique flavors.
Increasing Popularity of Cheese in Traditional Dishes
While cheese is traditionally not a staple in Vietnamese cuisine, it is gradually being incorporated into local dishes in creative ways. For example, cheese is used in bánh mì (Vietnamese sandwiches), bánh tráng (rice paper rolls), and even in sweet desserts. This fusion of cheese with traditional ingredients reflects the adaptability of Vietnamese cuisine and the growing acceptance of cheese in everyday cooking.
Expanding E-Commerce and Digital Engagement
The growth of e-commerce platforms and digital marketing has made it easier for consumers to access a wider variety of cheese products, including imported and specialty items. Online grocery shopping and food delivery services are becoming popular channels for purchasing cheese, especially among tech-savvy and younger consumers. Brands are also leveraging social media to engage with consumers, offering recipes, cooking tips, and promotions to boost brand loyalty and awareness.
Emergence of Plant-Based and Lactose-Free Options
With increasing awareness of dietary restrictions and preferences, there is a small but growing demand for plant-based and lactose-free cheese alternatives. These products cater to consumers who are vegan, lactose-intolerant, or looking to reduce their dairy consumption. While still niche, this segment is expected to grow as more consumers seek out health-conscious and sustainable food options.
These trends indicate that the Vietnamese cheese market is becoming more diverse and sophisticated, with opportunities for innovation and growth across various product categories and consumer segments.
What’s next?
Vietnam’s cheese market, although relatively young compared to other dairy markets, is experiencing rapid growth, driven by increasing consumer awareness and changing dietary habits. As Vietnam’s middle class continues to expand and disposable incomes rise, the cheese market is expected to see further diversification and growth.
That said, Vietnam’s business environment is dynamic and changes quickly. With this in mind, foreign cheese makers looking to do business in this rapidly developing market should make sure to keep up with the latest developments by subscribing to the-shiv.