Vietnam Food & Beverage Industry 2025: 9.6% Growth & Vietfood Exhibition
Introduction: Vietnam's F&B Industry - An Economic Growth Driver
Vietnam's food and beverage (F&B) industry is experiencing unprecedented growth, establishing itself as one of Southeast Asia's most promising markets. With a population exceeding 101 million, rapidly increasing urbanization, and an expanding middle class, Vietnam is attracting significant attention from both domestic and international investors
According to reports from iPOS.vn and Nestlé Vietnam, the F&B industry's revenue in 2024 reached approximately VND 688.8 trillion (equivalent to USD 27.3 billion), up 16.6% compared to 2023. The industry is forecast to continue growing at 9.6% in 2025, with prospects of reaching nearly VND 873 trillion by 2027
This article provides detailed analysis of Vietnam's F&B industry status in 2025, emerging consumer trends, the role of major trade exhibitions like Vietfood & Beverage - ProPack Vietnam, and opportunities for businesses in the context of international integration.
Vietnam F&B Market Overview 2025
Market Size and Growth Rate
According to IMARC Group, Vietnam's foodservice market is projected to grow from USD 21.92 billion in 2024 to USD 54.27 billion by 2033, with a compound annual growth rate (CAGR) of 9.70% during 2025-2033. This growth is driven by rapid urbanization and an expanding middle class, with Vietnam's urbanization rate expected to exceed 50% by 2030.
According to data from Vietnam's Ministry of Labour, Invalids and Social Affairs, the middle class has grown from 17% of the total population in 2024 to an expected 26% by 2026. This expansion plays a pivotal role in driving consumption of both domestic and imported goods.
Market Structure
As of late 2024, Vietnam's F&B industry comprised approximately 323,010 establishments, up 1.8% from the previous year. The market is divided into two main channels:
- Food Service Channel: Accounts for approximately 60-65% market share, including restaurants, coffee shops, canteens, and online food delivery services.
- Retail Channel: Accounts for 35-40% market share, including supermarkets, convenience stores, grocery stores, and e-commerce.
According to GMI Research, household spending on food and beverages accounts for approximately 20-48% of average income, reflecting the industry's importance in the economy.
Consumer Trends in 2025
Shift Toward Functional and Healthy Foods
According to GMI Research forecasts, Vietnam's functional food market will reach approximately USD 3 billion by 2028, driven by increasing health awareness and lifestyle-related disease trends. Vietnamese consumers are gradually shifting toward products with supplementary health benefits such as fortified beverages and probiotic foods.
Demand for gluten-free, keto, and clean-eating products is surging, especially in major cities like Hanoi and Ho Chi Minh City. Consumers increasingly care about food origins, natural ingredients, and sustainable production processes.
Vegan Food Market Boom
Vietnam's vegan food market is expected to grow at a CAGR of 8.1% from 2025 to 2033, reaching USD 220.5 million by 2033 from USD 103.2 million in 2024. According to a 2021 survey, 10% of Vietnamese respondents indicated they only consume plant-based foods, showing significant shift toward vegetarianism.
Food technology developments have created meat and dairy alternatives with taste and texture similar to animal products, making the transition to plant-based diets easier and more appealing.
Budget Optimization
According to research from nearly 4,500 diners, the "Vietnam Food and Beverage Market Report 2024" shows that 52.3% of Vietnamese currently prioritize spending under VND 35,000 per beverage, reflecting budget optimization trends when shopping. However, out-of-home beverage consumption habits have increased significantly compared to 2023, with the rate of regular consumers (3-4 times/week) jumping from 17.4% (2023) to higher levels in 2024.
Weekend dining out trends are becoming very popular, especially among occasional and regular diners, accounting for nearly 70%.
Beverage Trends 2024-2025
In 2024, certain beverages emerged as top choices for young consumers. Matcha drinks particularly rose to the top with 29.6% of businesses choosing them, becoming a notable new trend in Vietnam's F&B industry. According to reports, dishes using matcha as an ingredient topped the list of most popular food and beverage trends in 2024.
In beverages, MILO and matcha continue affirming their appeal, not only in traditional formulas but also through creative variations, meeting young people's diverse experience needs.
Vietfood & Beverage - ProPack Vietnam 2025
Exhibition Overview
Vietfood & Beverage - ProPack Vietnam 2025 is the largest international food and beverage exhibition in Vietnam, held at Saigon Exhibition and Convention Center (SECC), Ho Chi Minh City from August 7-9, 2025. This is the 29th edition of the exhibition, with an expanded scale of 1,400 booths from 1,000 enterprises representing 20 countries and territories.
The exhibition is expected to welcome over 30,000 professional visitors, along with thousands of participants to explore and experience. Organized by Vietnam National Trade Fair and Advertising Company (VINEXAD), the event receives support from the Ministry of Industry and Trade, Ministry of Agriculture and Rural Development, and domestic and international trade promotion organizations.
Exhibition Sectors
The exhibition comprises two main parts:
1. Vietfood & Beverage 2025:
- Food, agricultural and seafood products
- All types of beverages
- Nutrition and nutraceuticals
- Food ingredients and additives
2. ProPack Vietnam 2025:
- Food processing machinery and equipment
- Packaging technology
- Food preservation equipment
- Franchise solutions
Main Sponsor: Masan Group
Masan Group Corporation proudly stands as a pioneer in Vietnam's branded food and beverage industry, as well as high-tech agriculture. With a portfolio of iconic brands like Chin-su, Omachi, Vinacafé, Nam Ngư, and WinEco, Masan continues affirming its leading position and commitment to providing high-quality products for Vietnamese consumers.
Driven by a consumer-centric strategy, Masan commits to elevating Vietnamese cuisine globally under the vision "Make Vietnamese foods global foods."
Participating Brands
As Vietnam's largest international F&B exhibition, Vietfood & Beverage - ProPack Vietnam 2025 features prominent brands representing each industry segment:
Beverage Segment: Luong Gia, A & B Vietnam, Basilur, Bartex, Eastroc Vietnam, Lac Quan Vietnam, Luong Quoi, Rita, Risen Food Vietnam, Wonderful, Kingmao
Processed Food Segment: Safe and clean convenience foods, AI-applied and automated processing products, smart packaging products extending shelf life without preservatives.
Highlight Activities
Not merely a product exhibition, Vietfood & Beverage - ProPack Vietnam 2025 is heavily invested by VINEXAD to become a comprehensive ecosystem where businesses, experts, and consumers can share knowledge, update technology, and connect cooperation opportunities.
Main activities:
- Specialized conferences on industry trends
- B2B networking forums between manufacturers, distributors, and retailers
- Modern processing and packaging technology workshops
- Product experience zones for visitors
Leading Industry Players
Masan Consumer Corporation
Masan Consumer Corporation achieved revenue of VND 7,387 billion in Q2 2024, up 14% compared to the same period last year. This growth was contributed by convenience foods, beverages, and coffee segments with increases of 20.7%, 17.6%, and 16% respectively compared to the same period last year.
These results were achieved thanks to strong brands, accelerating premiumization strategy to achieve high selling prices amid lower raw material costs in convenience foods. In 2023, Masan Group announced a USD 5 million investment in food and beverages, aimed at enhancing production capacity and introducing new product lines.
Vietnam Dairy Products JSC (Vinamilk)
In the recently announced Q2 2024 financial report, Vinamilk's Q2 revenue was very high with main revenue from the domestic channel reaching VND 11,850 billion, up 3.8% compared to the same period and the highest ever.
Vietnam's dairy market is one of the largest segments in Vietnam's food and beverage industry and has experienced strong growth, driven by rising consumer incomes, growing population, and increasing preference for dairy products.
TH Group
TH Group is one of the main players in Vietnam's dairy and beverage market, famous for TH True Milk fresh milk products and TH True Juice fruit juice. The company has invested heavily in high-tech agriculture and a closed supply chain from farm to table.
International Companies
Nestlé Vietnam: As one of the world's largest food and beverage companies, Nestlé has a strong presence in Vietnam with brands like MILO, NESCAFÉ, and MAGGI.
PepsiCo Vietnam: The company owns famous brands like Pepsi, 7UP, Aquafina, and Lipton, contributing significantly to Vietnam's non-alcoholic beverage market.
The Coca-Cola Company: With products like Coca-Cola, Sprite, Fanta, and Dasani, the company maintains a leading position in the carbonated soft drink segment.
Heineken Vietnam: Vietnam is Asia's largest beer consumption market. The market was valued at USD 5.18 billion in 2015 and expected to reach USD 10.1 billion by 2025. Heineken, along with Sabeco and local brands, holds significant market share.
Digital Transformation in F&B Industry
E-Commerce Development
According to reports from Kirin Capital, food and beverage business is considered one of the fastest digitally transforming industries in Vietnam. First, most business units today have changed their sales methods, shifting from offline business, only selling at markets, to online business and multi-channel integration.
According to Mastercard's New Payments Index, APAC customers have increased usage to 69% of at least one digital payment method, while 88% of end users manage at least one new payment method. Vietnamese consumers are adopting cashless payment habits like QR codes, mobile phone payments, and contactless cards for safe and contactless daily transactions.
Online Marketing
Online marketing is also a trend that will continue developing strongly in Vietnam's food and beverage market. Most clearly, we can see that restaurants, coffee shops, or even popular eateries invest in creating fanpages, websites, and even designing separate applications to build brand image and utility systems for their business activities.
AI Applications and Automation
AI-applied and automated products in food processing are appearing at exhibitions like Vietfood & Beverage - ProPack Vietnam 2025. Solutions include:
- Automated quality control systems
- Smart processing machinery with IoT sensors
- Smart packaging extending shelf life without preservatives
- Big data-based supply chain management systems
Challenges and Opportunities
Main Challenges
1. Supply chain disruptions and logistics issues: According to FiinGroup analysis, the F&B industry faces profit margin pressure due to increased costs from raw materials, logistics, and exchange rate fluctuations, combined with price decreases of some traditional products squeezing margins. Additionally, impacts of new US tariffs also create challenges for sustainable growth.
2. Strict regulatory requirements: Businesses must comply with increasingly strict regulations on food safety, labeling, and traceability. Decree 26/2019 guiding implementation of the Fisheries Law and Circular 17/2023 have set new requirements for the industry.
3. Raw material price volatility: Prices of raw materials like sugar, vegetable oil, and dairy products frequently fluctuate according to global markets, affecting production costs and selling prices.
4. Intense competition: As of June 2025, US exporters continue facing tariff disadvantages in Vietnam, reducing competitiveness of US products compared to countries with Free Trade Agreements (FTAs) like China, Japan, New Zealand, South Korea, and the United Kingdom.
5. Special consumption tax on sugary drinks: Vietnam's new special consumption tax on sweet drinks, starting at 8% in 2027 and increasing to 10% in 2028, is expected to most strongly impact high-sugar products. While milk, mineral water, and natural fruit juice are exempt, many carbonated soft drinks and flavored beverages will face increased scrutiny.
Development Opportunities
1. Tourism growth: The target of welcoming 18 million international tourists and 130 million domestic tourists in 2025, increasing to 35 million international tourists and 160 million domestic tourists in subsequent years, creates great opportunities for the F&B industry. In 2023, tourists spent approximately 23.7% of their budget to experience different drinks and cuisine in Vietnam.
2. Investment in food technology: Over the next 5 years, Vietnam's food and beverage industry will witness significant advances in technology and innovation. Investments in food technology are increasing, including developing new food processing techniques, packaging innovation, and introducing smart production methods.
3. Modern retail channel expansion: The expansion of modern retail channels like supermarkets, convenience stores, and e-commerce is creating new opportunities for manufacturers to reach consumers. The boom of e-commerce and online grocery sales is a main growth driver.
4. Premium product demand: High-income consumers in Vietnam show a trend of increasing spending on food and beverages compared to other groups. Customers in Vietnam are focusing on organic foods, environmentally friendly options, and imported products, even at higher prices.
Outlook and Forecast
Long-term Growth
According to VNDirect, a leading securities company, the food and beverage industry is forecast to continue growing in 2025, with the market expected to achieve a growth rate of 9.6%. This positive outlook is attributed to recovery of direct services and domestic consumption recovery.
After recovery and strong growth, the food and beverage industry will continue developing at a compound annual growth rate of 10.26% during 2024-2029, according to Deputy Minister Phan Thị Thắng.
Role of Trade Exhibitions
Exhibitions like Vietfood & Beverage - ProPack Vietnam play important roles in:
- Connecting manufacturers, distributors, and retailers
- Introducing new technology and trends
- Creating international cooperation opportunities
- Promoting exports of Vietnamese products
The Hanoi edition of the exhibition will be held from November 5-8, 2025 at Hanoi International Exhibition Center (ICE) with 250 booths from 200 enterprises from Taiwan, Denmark, South Korea, Thailand, China, Australia, Vietnam, etc.
Development Direction
To maintain growth momentum, Vietnam's F&B industry needs:
- R&D investment: Develop new products meeting health and nutrition needs
- Comprehensive digital transformation: From production, distribution to marketing and sales
- Sustainable supply chain: Build transparent and traceable supply chains
- Export market development: Expand presence in international markets
- Human resource training: Develop skilled workforce for modern industry
Conclusion
Vietnam's food and beverage industry is entering a promising new development phase with strong growth momentum, supportive government policies, and increasing consumer demand. With a projected growth rate of 9.6% in 2025 and sustainable development prospects, the industry is becoming an attractive destination for both domestic and international investors.
Vietfood & Beverage - ProPack Vietnam 2025 promises to be a key connection platform for the entire industry, from manufacturers, technology suppliers to distributors and retailers. This event not only showcases products and services but is also a place to exchange knowledge, update trends, and seek cooperation opportunities.
With proper preparation, investment in technology, and orientation toward sustainability and consumer health, Vietnamese F&B enterprises can fully leverage opportunities from the strong development of this industry, contributing to building a prosperous and sustainable food ecosystem.
References
- iPOS.vn & Nestlé Vietnam (March 2025). "Vietnam Food and Beverage Market Report 2024"
- IMARC Group (2025). "Vietnam Foodservice Market Report"
- FiinGroup (2025). "F&B Industry Analysis Report"
- GMI Research (August 2025). "Vietnam Functional Food Market Forecast"
- USDA (June 2025). "Food and Agricultural Import Regulations and Standards Country Report"
- Vietnam Briefing (2025). "Vietnam's Food and Beverage Industry Overview"
- Incorp Asia. "Food and Beverage Industry in Vietnam"
- Ken Research. "Vietnam Beer Market Outlook to 2025"
- Expert Market Research. "Vietnam Vegan Food Market Report 2025-2033"
- VCCI TTWTO. "Trade Promotion Opportunities for US Food Exporters"
- Laotian Times (November 2024). "Vietnam's Tourism Industry Growth Forecast"
- 2Exhibitions.com. "Vietfood & Beverage - ProPack Vietnam 2025 Exhibition Details"
