📘 Section 1 covers the important data points.
📊 Section 2 outline popular products.
🏭 Section 3 lists local and foreign F&B brands.
💼 Section 4 discusses industry trends.
🤔 Section 5 answers key frequently asked questions.
🧭 A floating table of contents is top-right for easy navigation.
💬 Reach out if you have any questions.
Vietnam’s food and beverage (F&B) industry has experienced remarkable growth in recent years, driven by a combination of factors including rapid urbanisation, rising disposable incomes, and a burgeoning middle class.
The country’s rich culinary heritage, coupled with increasing consumer demand for diverse and convenient food options, has created a dynamic and promising market.
With a large and young population, Vietnam presents a substantial consumer base for both domestic and international F&B companies.
The industry has witnessed significant investments in production, processing, and distribution infrastructure, leading to improved product quality and wider market reach.
As consumer preferences evolve, the F&B industry in Vietnam is undergoing a transformation.
There is a growing emphasis on health and wellness, with consumers seeking products that are natural, organic, and nutritious.
Additionally, the rise of e-commerce and digital platforms has reshaped the way consumers discover and purchase food and beverages.
The Vietnamese F&B industry offers immense potential for both local and foreign businesses.
However, it is essential to navigate the competitive landscape, understand consumer trends, and adapt to the evolving market dynamics to achieve success.
Vietnam food and beverage industry in numbers
Vietnam’s food and beverage industry is a significant contributor to the national economy, reflecting robust growth and dynamic consumer trends.
Key statistics highlighting the industry’s performance include:
Vietnam food service market
Vietnam’s food service market is projected to grow from US$21.92 billion in 2024 to US$54.27 billion by 2033, marking a CAGR of 9.70 percent during 2025–2033.
The market is driven by rapid urbanisation and a rising middle class, with Vietnam’s urbanisation rate expected to exceed 50 percent by 2030, according to a report from IMARC Group.
SNAPSHOT: Vietnam’s soft drink tax to accelerate reformulation, pressure sugary beverage sales
Vietnam’s new excise tax on soft drinks, set to begin at 8 percent in 2027 and rise to 10 percent in 2028, is expected to hit high-sugar products hardest.
While milk, mineral water, and natural juices are exempt, many carbonated and flavoured drinks will face increased scrutiny.
With multinationals like Coca-Cola and Suntory PepsiCo operating in a price-sensitive market, the move is likely to trigger widespread reformulation efforts to reduce sugar content.
Over time, the tax could also reshape consumption habits and encourage companies to align more closely with Vietnam’s evolving public health agenda.
Learn more: Is a Sugar Tax Right for Vietnam?
Food and beverage outlets in Vietnam
An iPOS food and beverage market report released in 2024 found that in 2023, Vietnam had around 317,000 restaurants and cafes.
This was an increase of 1.26 percent over 2022, which was lower than expected, with iPOS noting that a number of food and beverage outlets had downsized their operations.
This was in line with slower growth in the industry overall.
Of note, in its 2024 mid-year survey, iPOS found that in the first half of 2024, the number of restaurants and cafes in Vietnam had fallen to around 304,700. This was a decrease over the same period in 2023 of 3.9 percent.
The bulk of those closures were in Ho Chi Minh City, which recorded a reduction of 5.97 percent.
GUIDE: Starting a food export business in Vietnam
Foreign firms making or processing food and beverage products in Vietnam count themselves as part of one of the fastest-growing food processing industries in the world.
In this light, there is a huge opportunity in buying and exporting Vietnam-made food and beverage products around the world.
This can be very profitable, but there are a few nuances to the process that foreign firms looking to open a factory in Vietnam should be mindful of.
Vietnam’s food and beverage import-exports
Vietnam has emerged as a significant player in the global food and beverage export market.
The country’s strategic geographic location, coupled with a favourable investment climate and a growing agricultural sector, has positioned it as a competitive exporter.
Vietnam food & beverage exports, US$
| 2025 | 2024 | 25 / 24 | |
| Cashew nut | 11,285,783,884 | 4,343,477,216 | 159.83% |
| Coffee | 8,923,706,490 | 5,620,173,588 | 58.78% |
| Fishery products | 8,562,188,278 | 10,040,016,233 | -14.72% |
| Fruits and vegetables | 5,229,389,219 | 7,148,390,754 | -26.85% |
| Pastry, sweets and cereal products | 4,103,644,590 | 1,231,552,002 | 233.21% |
| Pepper | 1,660,855,003 | 1,314,601,967 | 26.34% |
| Rice | 1,290,228,135 | 5,666,120,868 | -77.23% |
| Tea | 237,899,376 | 256,411,294 | -7.22% |
| Total | 41,293,697,000 | 35,620,745,946 | 15.93% |
Vietnam food & beverage imports, US$
| 2025 | 2024 | 25 / 24 | |
| Fishery products | 2,637,046,058 | 3,381,474,622 | -22.01% |
| Milk and milk products | 1,128,503,279 | 1,436,585,607 | -21.45% |
| Fruits and vegetables | 2,426,976,389 | 3,014,675,123 | -19.49% |
| Cashew nut | 3,223,959,468 | 4,491,821,290 | -28.23% |
| Wheats | 1,577,557,648 | 1,458,892,939 | 8.13% |
| Corn | 3,041,235,041 | 2,954,382,942 | 2.94% |
| Soya beans | 1,127,137,843 | 1,214,730,898 | -7.21% |
| Animal, vegetable fats and oils | 1,391,370,521 | 1,637,219,762 | -15.02% |
| Pastrycooks, sweets and cereal products | 641,300,359 | 731,643,320 | -12.35% |
| Other edible food preparations | 1,346,517,049 | 1,337,610,870 | 0.67% |
| Total | 18,541,603,655 | 21,659,037,373 | -14.39% |
Key food and beverage products in Vietnam
Coffee
In 2025, Vietnam continued to be a formidable force in the global coffee industry, maintaining its status as the second-largest coffee exporter in the world, just behind Brazil.
Vietnam is particularly renowned for its robusta coffee, which plays a pivotal role in the global market.
The country’s robusta production, primarily centred in the Central Highlands, accounts for a significant portion of the global supply, making Vietnam an essential contributor to the international coffee trade.
See: Vietnam’s Coffee Industry Overview
Beer
Vietnam’s love of beer, coupled with its rapid economic development, has led to an evolution in Vietnam’s beer industry.
Not only are big international brands setting up shop in this very thirsty Southeast Asian nation, but craft brewing is also beginning to carve out a piece of the beer consumption market and a place on the taste buds of Vietnamese consumers.
See: Vietnam Beer: Industry Overview
Seafood
Vietnam’s seafood industry is a global powerhouse, significantly contributing to the nation’s economy.
With a long coastline and rich aquatic resources, Vietnam has cultivated a thriving seafood sector encompassing both capture fisheries and aquaculture.
See: Vietnam Seafood Processing: Industry Overview
Dairy
Vietnam’s dairy market is one of the biggest segments of Vietnam’s food and beverage industry and has been experiencing robust growth, driven by increasing consumer incomes, a burgeoning population, and a growing preference for dairy products.
See: Vietnam’s Dairy Market: Overview
Meat
Vietnam’s meat market is one of the fastest-growing segments of the country’s food industry, driven by rising incomes, urbanisation, and changing dietary preferences.
See also: Vietnam’s Meat Market: Data, Scandals, Risks, and Key Players
Rice
Vietnam is one of the world’s leading rice producers and exporters, with the crop serving as both a domestic staple and a strategic export commodity.
See also: Rice in Vietnam: Market Trends, Opportunities, Challenges, & Key Players
Snacks
Vietnam’s snacks market has grown rapidly over the past decade, fuelled by rising incomes, a young population, and changing consumption habits.
See also: Snacks in Vietnam: Market Trends, Opportunities, Challenges, & Key Players
Vietnam’s Food and Beverage Businesses: Key Players
Vietnam’s food and beverage (F&B) industry has witnessed substantial growth, driven by increasing disposable incomes and evolving consumer preferences.
The sector is characterised by a dynamic interplay of local and international players.
Vietnamese food and beverage firms
Masan Group
This conglomerate dominates the F&B landscape with a diverse portfolio encompassing food, beverage, retail, and packaging.
Its flagship brands, such as Vinamilk and WinMart, have solidified their positions as household names in Vietnam, capturing a significant market share and influencing consumer preferences.
Notably, Masan’s strategic investments in technology and distribution have been key to its success.
Vinamilk
As Vietnam’s leading dairy producer, Vinamilk has built a strong brand reputation and extensive distribution network, catering to the growing demand for dairy products among Vietnamese consumers of all ages.
The company’s focus on product innovation and quality control has contributed to its sustained growth.
TH True Milk
Known for its fresh milk and yogurt, Th True Milk has carved a niche in the market by emphasising product quality, freshness, and traceability, appealing to health-conscious consumers.
Kido Group
A major player in the confectionery and bakery sectors, Kido Group offers a wide range of products, including instant noodles, biscuits, and confectionery, catering to various consumer segments and successfully adapting to changing tastes.
Masan MeatLife
A subsidiary of Masan Group, this company has made significant strides in the meat processing industry, providing high-quality meat products to the market and contributing to food safety standards in Vietnam.
SNAPSHOT: Kido fined US$9,660 for stock market disclosure breaches
Food processing firm Kido was fined a total of US$9,660 in 2024 for multiple violations of Vietnam’s stock market disclosure rules.
The penalties included US$4,830 for the non-disclosure or late disclosure of material information, US$3,800 for failing to report the use of proceeds from a corporate bond issuance to the Hanoi Stock Exchange, and US$1,030 for not clearly explaining executive remuneration and board member salaries.
The case highlights ongoing regulatory scrutiny of corporate transparency on Vietnam’s stock exchanges.
International food and beverage firms in Vietnam
Vietnam has become a key market for global food and beverage companies, drawn by its large population, rising middle class, and growing appetite for branded products.
International firms such as Nestlé, Coca-Cola, PepsiCo, Heineken, and KFC have established strong local operations through manufacturing facilities, distribution networks, and tailored product strategies.
Unilever
A global consumer goods giant, Unilever offers a diverse product portfolio, including personal care, home care, and food, catering to various consumer segments and income levels.
Its ability to adapt to local tastes and preferences while leveraging global expertise has been key to its success.
Nestle
As a leader in the infant nutrition and dairy market, Nestlé has successfully captured a significant share of the Vietnamese market through its range of products and strong brand-building efforts, emphasising nutrition and health benefits.
Coca-Cola and PepsiCo
These global beverage giants dominate the carbonated drinks market in Vietnam, offering a wide range of products to cater to different consumer preferences and occasions.
Their strong distribution networks and marketing campaigns have solidified their positions.
Heineken
Heineken has been brewing beer in Vietnam since the early 90s.
It currently boasts six factories and 3,000 employees. The company currently has three factories in southern Vietnam, two in central Vietnam, and one in Hanoi.
These companies, among others, have significantly shaped the F&B landscape in Vietnam, influencing consumer preferences and driving industry growth.
The intense competition has led to product innovation, improved quality, and expanded consumer choices, benefiting the Vietnamese market as a whole.
SNAPSHOT: Heineken plant closure highlights pressure on Vietnam’s beer market
The closure of Heineken’s Quang Nam plant, costing the province around US$19.8 million in annual tax revenue, reflects broader strains in Vietnam’s beer industry.
Despite post-pandemic recovery, beer sales remain weak amid inflation, cautious consumer spending, and rising competition from imported alcohol.
While Decree 100’s strict drink-driving penalties have played a role, deeper shifts are at work.
Free trade agreements like the EVFTA and CPTPP are phasing out tariffs, fuelling a surge in alcohol imports — beer alone rose over 160 percent year-on-year in 2023.
Domestic brewers now face growing pressure from both changing consumption habits and an increasingly open market.
Food and beverage brands in Vietnam
Vietnam’s restaurant scene has witnessed rapid growth, driven by urbanisation, rising incomes, and changing consumer preferences.
A mix of local and international players has shaped the industry.
Local Restaurant Chains
Vietnam’s food and beverage market is not only dominated by international fast-food brands but also by a growing network of homegrown restaurant chains.
These local players have developed strong brand identities, adapted to Vietnamese tastes, and expanded across major cities with diverse concepts ranging from hotpot and BBQ to cafés and casual dining.
Golden Gate Group
A major force in Vietnam’s restaurant industry, Golden Gate Group operates a wide portfolio of brands across various dining segments, including hotpot, barbecue, casual dining, and fast casual. Its concepts cater to diverse consumer preferences, from affordable meals to premium experiences.
Phuc Long Coffee & Tea
Best known for its tea and coffee beverages, Phuc Long has expanded into food service, offering light meals and casual dining options.
Its outlets now blend café culture with quick-service restaurant formats.
Highlands Coffee
A dominant player in Vietnam’s coffee market, Highlands Coffee has broadened its menu to include both Vietnamese and Western dishes.
Its locations function as hybrid spaces for coffee, meals, and social gatherings, appealing to a wide urban demographic.
International Fast Food Chains
Vietnam’s fast food market has seen steady growth driven by the entry and expansion of global brands.
International chains such as KFC, McDonald’s, and Lotteria have tapped into the country’s youthful population, rising urbanisation, and growing appetite for convenient dining.
KFC, McDonald’s, Lotteria
These global fast-food giants have built a strong footprint in Vietnam, appealing mainly to younger consumers and urban families.
Their menus often feature localised items alongside international staples, with convenient locations and aggressive marketing driving brand visibility.
Pizza Hut and Domino’s
Leaders in Vietnam’s pizza segment, these chains have tailored their offerings to Vietnamese preferences by introducing toppings like seafood, beef stew, and sweet sauces.
Their growth has been supported by delivery services, dine-in options, and menu innovation targeted at local tastes.
Independent Restaurants
Independent restaurants make up a large and diverse part of Vietnam’s dining landscape, ranging from family-run eateries and street food stalls to chef-led bistros and niche concept spaces.
These establishments often emphasise authenticity, personal service, and culinary innovation, offering diners a more localised or specialised experience.
Street food vendors
A defining feature of Vietnam’s culinary identity, street food vendors are found on nearly every corner, offering quick, affordable, and flavourful dishes.
From pho and banh mi to fresh seafood and grilled meats, these stalls play a central role in daily life and local food culture.
Family-owned restaurants
Often passed down through generations, family-run eateries serve traditional Vietnamese dishes with a focus on authenticity and consistency.
These establishments tend to have a loyal local following and are valued for their home-style cooking and personal service.
Fine dining restaurants
With Vietnam’s middle and upper classes expanding, fine dining has gained traction in major cities.
These restaurants offer premium experiences, including international and fusion cuisine, curated wine lists, and refined service, catering to both affluent locals and international visitors.
☕ GUIDE: How to Open a Coffee Shop in Vietnam
Opening a cafe or coffee shop in Vietnam for foreign firms or individuals, however, is not always easy.
Not only are there several technical and licensing requirements that need to be met, but Vietnam has also developed its own very distinct and unique coffee culture, which can make penetrating Vietnam’s coffee consumer class challenging.
Understanding the nuances of Vietnamese coffee culture and the complexities of business establishment procedures in advance of entering the market can therefore be crucial to the success of a new cafe or coffee shop in Vietnam. Read more…
Vietnam F&B market trends
Vietnam’s food and beverage (F&B) sector is navigating a period of transformation, shaped by changing consumer habits, policy shifts, and macroeconomic pressures.
While the country’s young population, urbanisation, and rising incomes continue to support long-term demand, businesses are adapting to tighter household spending, health concerns, and increasing competition from imported products.
Health-conscious consumption rises
Consumers are increasingly shifting toward healthier food and drink choices, driving demand for low-sugar, plant-based, and functional products.
This trend is being reinforced by government policy, notably the new excise tax on sugary drinks set to take effect from 2027.
As a result, producers are accelerating reformulation strategies and diversifying into better-for-you offerings to align with changing expectations.
Premiumisation amid cautious spending
Despite inflationary pressures, many urban consumers remain willing to pay more for premium F&B experiences.
Imported wines, craft beers, specialty coffees, and branded packaged goods continue to gain traction, particularly among younger and higher-income demographics.
Premiumisation is becoming a key strategy for both foreign and domestic brands to differentiate in an increasingly crowded market.
Digital integration reshapes consumer interaction
The pandemic catalysed Vietnam’s digital adoption in the F&B space, and the shift has endured.
Online ordering, mobile payments, and digital loyalty programs are now core to consumer engagement.
F&B businesses are investing in app-based platforms, cloud kitchens, and real-time data analytics to improve service efficiency and maintain customer loyalty in a convenience-driven environment.
Trade liberalisation fuels foreign competition
Vietnam’s extensive network of free trade agreements is gradually lowering tariffs on a wide range of food and beverage imports.
This has led to a noticeable increase in foreign alcohol, processed foods, and ingredients, expanding consumer choice while placing pressure on local producers.
To stay competitive, domestic firms are upgrading quality standards, branding, and supply chain capabilities.
Experience-driven dining gains ground
Younger consumers are seeking more than just food—they want atmosphere, storytelling, and cultural relevance.
This has driven the growth of homegrown coffee chains, lifestyle cafés, and hybrid dining formats that blend local cuisine with modern design and digital engagement.
Personalisation, fusion concepts, and “Instagrammable” spaces are now central to brand strategy.
Vietnam F&B industry regional comparison
Vietnam’s food and beverage industry is rapidly expanding thanks to growing incomes, urbanisation and evolving consumer tastes.
Here’s how it compares to its regional peers.
Indonesia
Indonesia benefits from a massive domestic market with high demand for packaged foods, snacks and beverages driven by its large population.
However, its infrastructure bottlenecks, regional disparities and lower per-capita spending limit the sophistication of offerings compared with more developed neighbours.
Learn more about Indonesia’s F&B industry→
Thailand
Thailand’s F&B sector is more mature, featuring strong export-oriented processed food industries, established restaurant chains and a thriving tourism-linked dining culture.
Vietnam is catching up in growth but remains behind Thailand in terms of brand development, premium service offerings and international exposure.
Discover Thailand’s F&B industry→
Malaysia
Malaysia’s market has higher consumer spending, strong halal certification infrastructure and significant international brand presence.
Vietnam lags Malaysia in these premium and certified segments but offers greater growth potential as its middle class expands.
Explore Malaysia’s F&B industry→
Singapore
Singapore functions as a regional high-end hub in F&B with advanced logistics, high international brand penetration and affluent consumers.
Vietnam’s F&B market is much larger in terms of growth opportunity but far less developed in premium segment sophistication than Singapore.
Philippines
The Philippines’ food and beverage industry shares similarities with Vietnam such as youthful demographics and evolving consumer patterns.
Vietnam edges ahead in growth pace and investment appeal, but the Philippines still has stronger adoption in certain urban consumption patterns.
Find out more about the Philippines’ F&B industry→
FAQ: F&B in Vietnam
These are a few of the most common questions about Vietnam’s food and beverage industry.
What is the trend in the F&B market in Vietnam?
The food and beverage (F&B) market in Vietnam is trending toward diversification, digitalisation, and health-conscious consumption, shaped by post-pandemic recovery and changing consumer preferences.
Who are the major players in Vietnam’s F&B industry?
Key domestic players include Vinamilk, Masan, Kido, Golden Gate Group, and Trung Nguyen. International firms like Nestlé, Coca-Cola, and Heineken also hold strong positions.
What are the challenges facing the F&B industry?
Rising input costs, cautious consumer spending, intense competition from imports, and regulatory changes are major challenges.
Is the F&B market in Vietnam open to foreign investment?
Yes. Vietnam allows 100% foreign ownership in most F&B sectors, although distribution and retail may require special licensing or joint ventures.
What’s next?
Vietnam’s food and beverage industry has experienced remarkable growth, driven by a dynamic interplay of domestic and international players.
Local conglomerates and multinational corporations alike have contributed to shaping the market, with a focus on meeting the evolving needs and preferences of Vietnamese consumers.
As the country continues to develop, the F&B sector is poised for further expansion, driven by factors such as urbanisation, rising incomes, and a growing middle class.
Challenges such as competition, changing consumer tastes, and supply chain disruptions will require businesses to adapt and innovate to remain competitive.
Overall, the Vietnamese F&B market presents a promising landscape for both local and international companies, offering significant opportunities for growth and development.
With this in mind, to keep abreast of what’s happening in Vietnam’s food and beverage industry, foreign food and beverage industry professionals should make sure to subscribe to the-shiv.
First published August 17, 2024. Last updated February 9, 2026.