Value-Driven Spending: Consumer Shifts in Vietnam's F&B Landscape

Established in 2023, BDP+Partners is a forward-thinking consulting firm dedicated to delivering innovative strategies, operational excellence, event management, and sustainable revenue growth for clients across F&B, hospitality, e-commerce, and luxury industries. With a track record of successful market entries and expansions—such as introducing EVEBOT Coffee Printer to Vietnam, generating over 5 billion VND in revenue since 2023—we empower businesses to thrive in dynamic markets through bold, daring, and purposeful solutions. In Vietnam's F&B sector, where economic pressures meet evolving tastes, BDP+Partners focuses on value optimization amid selective spending. This comprehensive post explores consumer shifts in Vietnam's F&B landscape for 2025, delving into market dynamics, trends, behaviors, challenges, opportunities, case studies, and projections. Drawing from the latest industry insights and data, we provide actionable strategies for brands to navigate this value-driven era and accelerate growth.

Market Overview: A Resilient Yet Challenging F&B Sector

Vietnam's food and beverage (F&B) market is entering a more mature phase in 2025, characterized by steady growth despite economic headwinds. The sector is projected to reach approximately VND755 trillion (US$28.6 billion) in 2025, reflecting a 9.6% year-over-year increase from 2024. Overall, the food market is expected to generate US$96.03 billion in revenue in 2025, growing annually at 6.68% (CAGR 2025-2030), with an average volume per person of 331.12 kg. The food service segment alone is forecasted to expand from US$21.92 billion in 2024 to US$54.27 billion by 2033, at a 9.7% CAGR, driven by urbanization, rising incomes, and tourism recovery.

In the first half of 2025, F&B revenue rose slightly to VND406.1 trillion, accounting for 58.9% of 2024's total, amid cost pressures and cautious consumer behavior. However, the industry faced challenges, with Q1 revenue dropping 10.1% quarter-over-quarter due to post-Tet slowdowns and reduced demand for premium items like beer and dairy. By 2024, Vietnam had around 323,000 active F&B establishments, generating nearly VND700 trillion (US$27.3 billion) in revenue, signaling a vibrant yet competitive market.

Foreign chains are thriving, contributing to this maturation, as international brands adapt to local preferences and capitalize on a youthful demographic—over 60% under 35—seeking modern dining experiences. The broader F&B market is set to grow from US$124.5 billion in 2024 to US$210.4 billion by 2032 at a 6.81% CAGR, emphasizing the need for value-focused strategies.

Exports also play a role, with F&B shipments rising 13.1% year-over-year in H1 2025, reaching key markets like the US and Europe, despite domestic dips. This overview highlights a sector balancing growth with adaptation, where value-driven spending is reshaping priorities.

Shifting Consumer Behaviors: Selective and Value-Oriented

Vietnamese consumers in 2025 are increasingly selective and value-driven in their F&B spending, optimizing budgets rather than cutting back entirely. Nearly 98% visited on-premise venues like cafes and restaurants in early 2025, but with a focus on health, affordability, and quality. A NielsenIQ survey reveals that consumers are prioritizing value, with 49.2% planning to increase spending on F&B services in 2025, while 38.3% expect no change and 12.5% anticipate decreases.

This shift stems from inflationary pressures and lower spending power, leading to reduced demand for discretionary items. Consumers are gravitating towards healthier snacks and treats, with trends showing attraction to delicious yet nutritious options like functional foods and plant-based alternatives. In urban areas like Hanoi and Ho Chi Minh City, there's a preference for premium yet affordable experiences, blending traditional flavors with modern twists.

Price sensitivity is evident, with 45.3% of F&B firms raising prices by 5-10% in H1 2025 due to input costs, yet consumers respond by seeking promotions and value meals. Greener consumption is rising, with emphasis on product origin and sustainability influencing choices. This behavior reflects a broader demographic shift, with Gen Z and millennials driving demand for innovative, health-focused products in a market projected to grow at 10% CAGR from 2024-2030.

Key Trends Transforming the F&B Landscape

2025 is witnessing an explosion of new culinary trends in Vietnam's F&B sector, focusing on sustainability, wellness, and convenience. Health-conscious options like functional mushrooms, plant-based proteins, and low-sugar beverages are booming, aligning with global influences from events like THAIFEX-Anuga. Franchising is set for high growth, with international chains adapting to local tastes for value-driven offerings.

Digital transformation enhances accessibility, with apps and delivery platforms enabling budget optimization. Trends also include fusion cuisines and eco-friendly packaging, catering to consumers who value both flavor and ethics. In beverages, there's a shift towards premium yet affordable options, with the market growing at 6.5% CAGR to 2032.

Challenges: Navigating Economic Pressures

The sector grapples with intensified competition and cost hikes, with 35.4% of firms citing input costs as a primary issue. Mass closures—over 50,000 outlets in early 2025—reflect these pressures, alongside reduced domestic sales post-Tet. Inflation and policy changes exacerbate challenges, forcing price adjustments that risk alienating value-seekers.

Supply chain disruptions and shifting preferences add complexity, but agile operations can mitigate these.

Opportunities: Innovation and Adaptation

Opportunities lie in value-focused innovations, like affordable health products and franchising models. Digital tools and sustainability certifications can attract selective consumers, tapping into the 9.6% growth forecast. Export potential remains strong, with strategies for premium positioning abroad.

BDP+Partners recommends purposeful tactics, such as menu optimizations and partnerships, to maximize revenue in this landscape.

Case Studies: Brands Thriving Amid Shifts

Jollibee's 35% sales growth in Q2 2025 exemplifies adaptation, offering value meals blending Filipino and Vietnamese flavors. Local chains like Pho 24 leverage health trends with nutritious twists, sustaining loyalty.

EVEBOT Coffee Printer, facilitated by BDP+Partners, demonstrates innovation, generating billions by enhancing value in cafes.

Future Projections: Sustained Growth Ahead

The F&B market is poised to reach US$60.4 billion by 2029, with food services at US$54.27 billion by 2033. Projections emphasize continued value-driven trends, with wellness and digital leading through 2030.

Strategies include data-driven insights and sustainable practices for long-term success.

In conclusion, Vietnam's F&B landscape in 2025 is defined by value-driven shifts, offering bold opportunities for innovation. Leverage BDP+Partners' expertise for sustainable strategies—contact us today.