Vietnam Snack Market – Future Outlook and Key Trends
The Vietnamese snack market is entering a period of dynamic transformation, driven by shifting
consumer preferences, increasing health awareness, and digital innovation. No longer centered solely on
taste and convenience, today's snack consumers in Vietnam are seeking products that provide nutritional
value, functional benefits, and emotional satisfaction.
Rising Demand for Health-Conscious and Functional Snacks
A significant trend shaping the market is the surge in demand for health-oriented and functional snacks.
Consumers are increasingly prioritizing ingredients that support well-being, including:
Reduced sugar and low-fat formulations
High-protein, high-fiber, and fortified snacks
Functional benefits such as gut health, energy boosting, and immunity support
This shift is particularly evident in segments like:
Bakery products, where 51% of Vietnamese consumers now prioritize health attributes—well
above the global average of 32%
Dairy, with growing interest in fortified milk drinks and low-fat cheeses
Meat, seafood, and poultry, where purchase decisions are influenced by omega-3 content,
protein levels, and perceived freshness
Post-pandemic, interest in gluten-free, low-sugar, and keto-friendly options has accelerated, with 86%
of consumers emphasizing portion control and ingredient transparency.
Premium & Plant-Based Snack Segments Gaining Momentum
Consumers are also embracing premium and plant-based snacks, reflecting their evolving values and
nutritional goals. Key developments include:
Growth in natural and clean-label products
Expansion in plant-based and sports nutrition categories
Vietnam’s adoption of meat substitutes is rising faster than the global average (25% vs. 20%),
signaling early mainstreaming of alternative proteins
Snack categories like cereal bars, energy bites, and baked vegetable chips are expected to see sustained
interest due to their health positioning and portability.
Digital & Social Media Shaping Consumer Behavior
Digital platforms—especially TikTok, Instagram, and e-commerce sites—are becoming powerful
drivers of product discovery and trend adoption. Key influences include:
Viral snack trends driven by visual appeal and shareability
Direct-to-consumer (D2C) strategies that help brands connect with younger, tech-savvy
consumers
E-commerce growth, which is reshaping retail channels, especially in urban areas
Government Support & Strategic Investments
The Vietnamese government is playing an active role in shaping the snack food landscape through:
The National Nutrition Strategy (2021–2030): With a yearly budget of VND 500 billion
(~USD 21 million), the strategy encourages healthier food production and consumption.
E-commerce Development Program: A VND 1.2 trillion (~USD 50 million) investment to
build robust digital infrastructure, giving snack brands greater access to online distribution.
Market Growth Forecast
With ongoing urbanization, rising disposable incomes, and a youthful, trend-sensitive population,
Vietnam’s snack market is expected to maintain steady growth. Key future trends include:
Continued innovation in flavor and packaging to appeal to younger demographics
A broader shift toward low-calorie, nutrient-rich, and functional snack offerings
Increased penetration of online retail, supported by government investment and changing
consumer habits
Conclusion
The future of Vietnam’s snack market lies in the intersection of health, innovation, and digital
engagement. Brands that can deliver on functional benefits while remaining affordable, trendy, and
emotionally appealing will be best positioned for success. Understanding local nuances—such as the
market’s price sensitivity and short product trend cycles—will be essential for crafting a winning
market entry and long-term growth strategy.
Summary of Bestselling snacks in Coop Online
Here’s a detailed breakdown of the common characteristics of the healthier products from the top 80 best
selling snacks product on Coop Online
1. Whole or Minimally Processed Ingredients
Nuts/Seeds:
o Hạt điều lụa [Link] Select (plain roasted cashews)
o Hạt sen sấy Nhà Bè (dried lotus seeds)
o Ngũ hạt thập cẩm [Link] Select (mixed nuts)
o Đậu gà/đậu nành sấy giòn (roasted chickpeas/soybeans)
o Key Trait: No added sugars, minimal oil/salt.
Traditional Snacks:
o Bánh cốm đậu xanh (green bean sticky rice cakes)
o Bánh Mochi đậu đỏ An Gia (red bean mochi)
o Key Trait: Made from natural ingredients (rice, beans) with little preservatives.
2. Lower Sugar Content
Unsweetened or Lightly Sweetened:
o Hạt sen sấy (dried lotus seeds) – No added sugar.
o Đậu gà sấy giòn (roasted chickpeas) – Savory, no sugar.
o Thạch dừa Ánh Hồng (coconut jelly) – Lower sugar than candy.
o Kẹo singum Cool Air (sugar-free gum options) – Uses mint/plant extracts.
Avoids High-Fructose Syrup: Healthier products use natural sweeteners (e.g., honey in Kẹo
ALPEN trà bưởi mật ong).
3. High Protein & Fiber
Plant-Based Protein Sources:
o Đậu gà/đậu nành sấy (chickpeas/soybeans) – Rich in protein/fiber.
o Hạt điều/Hạt sen (cashews/lotus seeds) – Healthy fats + protein.
Whole Grains:
o Bánh gạo nướng [Link] Select (brown rice crackers) – Less refined than wheat snacks.
4. Minimal Additives & Preservatives
No Artificial Colors/Flavors:
o [Link] Select nuts/seeds – Ingredients lists are short (e.g., "hạt điều, muối").
o Bánh cốm/Bánh mochi – Typically free from synthetic additives.
Clean Label: Healthier brands emphasize "no MSG" or "non-GMO" (e.g., Nhà Bè, [Link]
Select).
5. Functional Benefits
Digestive Health:
o Thạch dừa (coconut jelly) – Contains natural fiber.
o Hạt chia (in Alpenliebe chanh dây hạt chia candy) – Omega-3s.
Energy Boost:
o Mixed nuts/seeds – Provide sustained energy via healthy fats.
6. Packaging Clues to Healthier Options
Transparent Labels: Phrases like:
o "Không đường thêm" (no added sugar)
o "Nguyên chất" (pure/no additives)
o "Hữu cơ" (organic, e.g., some [Link] Select lines).
Smaller Portions: Single-serve packs (e.g., 20g hạt điều) for calorie control.
7. Brand Trust & Certifications
Health-Focused Brands:
o [Link] Select (emphasis on natural ingredients).
o Nhà Bè (traditional, minimal-processing philosophy).
o Bà Tư OCOP (local, certified quality standards).
Summary of Healthiest Picks:
1. Hạt điều lụa/đậu gà sấy giòn (high protein/fiber, low sugar).
2. Hạt sen sấy Nhà Bè (natural, no additives).
3. Bánh cốm đậu xanh (whole ingredients, low-fat).
4. Thạch dừa Ánh Hồng (low-sugar dessert alternative).
5. Ngũ hạt thập cẩm [Link] Select (balanced nutrient profile).
Vietnam Snack Market Identity: A Hybridizing, Trend-Driven, Health-Aware
Culture
1. Culture-Driven Trend Adoption
Vietnam’s snack market is fast-evolving, strongly influenced by K-pop culture (Korea), Japanese
premium values, and Western convenience, but it is blending these into a localized, trend-forward,
value-conscious consumption style.
Vietnamese Gen Z and Millennials actively follow Korean trends in flavors, celebrity
endorsements, and product aesthetics.
Gifting culture, influenced by Japan, remains strong—especially during Tết and Mid-Autumn—
favoring well-designed, premium-looking snacks.
Western-style snacking (salty chips, energy bars) is growing in urban and fitness-conscious
circles but remains a secondary driver.
2. Snack Format Preferences: Compact, Colorful, Convenient
Small resealable pouches, multi-pack boxes, and "snack to-go" formats dominate shelves and
online carts.
Shoppers seek portion-controlled snacks for school, work, commuting, or gifting—mirroring
Korea’s “mini but satisfying” trend.
Shelf appeal is key: colorful, cute, or clean designs that look good in unboxing videos or on
TikTok.
3. Flavor Trends: Bold, Familiar, and Experimental
Popular flavors include:
o Korean-inspired: spicy cheese, honey butter, buldak, tteokbokki
o Japanese-inspired: wasabi, matcha, soy-sauce-based rice cracker flavors
o Local fusion: salted egg, tamarind chili, dried mango chili, coconut, pandan
Vietnamese consumers enjoy adventurous flavors, but they also demand familiar comfort,
especially in traditional snacks like bánh tráng, roasted nuts, or dried fruits.
4. Health & Quality Consciousness Rising
Consumers are increasingly drawn to snacks that promote:
o Clean labels: “no preservatives”, “low sugar”, “100% natural”
o Functional benefits: collagen, probiotics, fiber, keto-friendly
o Healthy ingredients: dried fruits, roasted seeds, seaweed, konjac
Healthier Korean and Japanese snacks are shaping this behavior. Local brands are beginning to
imitate by highlighting ingredient origin and nutrition facts more prominently.
5. Where They Buy: Digital + Convenience
E-commerce (Shopee, TikTok Shop) is a major driver for discovery, driven by influencer
reviews and limited-time deals.
Convenience stores (Circle K, Ministop, GS25) cater to impulse snacking and youth hangouts.
Supermarkets & gifting counters still play a big role for family/holiday purchases.
TikTok challenges and food reviewers heavily influence trends and sales velocity.
6. Consumer Segmentation Mindset
Gen Z & Millennials: Trend-driven, curious about bold flavors, responsive to packaging and
influencers.
Moms & Families: Prioritize health, trust in imported (especially Korean) brands, prefer
resealable or shareable packs.
Gifting Segment: Looks for Japanese-style premium snacks in elegant boxes with strong
perceived value.
7. Packaging as a Selling Point
Packaging is now a competitive differentiator in Vietnam:
o Must be eye-catching for TikTok/Facebook
o Needs to clearly communicate health benefits or ingredient origin
o Small-size, easy-open, resealable bags are ideal
o Gift boxes should be elegant and seasonal (especially for holidays)
