Vietnam’s fast-moving consumer goods (FMCG) market has grown into one of the most dynamic in Southeast Asia, supported by a young population, rising incomes, and rapid urbanisation. 

Household spending continues to shift towards branded packaged goods, with strong demand for food, beverages, personal care, and household products. 

This expansion is driven by both traditional trade, which still accounts for a large share of retail sales, and the fast-emerging modern trade segment led by convenience stores, supermarkets, and e-commerce platforms.

The market has become increasingly competitive as multinational corporations, regional players, and domestic firms vie for market share. 

Global giants such as Unilever, Nestlé, Coca-Cola, and Procter & Gamble maintain strong positions, but Vietnamese brands have also grown rapidly, often leveraging local tastes, pricing strategies, and distribution networks to stay competitive. 

The rise of digital platforms, social commerce, and delivery services has further transformed how FMCG products reach consumers, opening new opportunities for innovation in marketing and distribution.

At the same time, the sector faces challenges. Intense competition has pressured margins, while shifting consumer preferences towards healthier, sustainable, and premium products require constant adaptation. 

Supply chain disruptions, currency fluctuations, and regulatory changes add further complexity. 

Despite these hurdles, Vietnam’s FMCG market is expected to sustain strong growth in the coming years, reflecting both demographic fundamentals and the country’s integration into global supply chains.

FMCG in Vietnam in numbers

These data points provide a broad overview of the size of Vietnam’s FMCG market and its trajectory.

Vietnam FMCG imports, US$000s

Source: Trade Map, accessed August 26, 2025; *uses partner data

Vietnam FMCG exports, US$000s

Source: Trade Map, accessed August 26, 2025; *uses partner data

FMCG prices in Vietnam

FMCG prices have been steadily rising this year.

Vietnam’s 2025 Consumer Price Index for FCMG

Challenges facing FMCG in Vietnam

Vietnam’s FMCG market faces a number of challenges.

These include:

Counterfeit goods

Vietnam’s FMCG market is highly exposed to counterfeit and imitation products, especially in categories such as footwear, cosmetics, and packaged foods. 

These undermine consumer trust and dilute the value of genuine brands. 

Companies face added costs from anti-counterfeit campaigns, product authentication technologies, and closer cooperation with regulators. 

Enforcement remains patchy, particularly in tourist-heavy areas and online marketplaces.

Price sensitivity

Consumers remain highly price-conscious, often willing to switch brands based on discounts or promotions. 

At the same time, input costs for raw materials, energy, and labour are rising, eroding profit margins.

Companies must carefully balance affordability and perceived quality. 

Premiumisation is possible in specific categories, but the majority of consumers still prioritise value for money.

Distribution challenges

The retail landscape is fragmented. While modern trade and e-commerce are growing quickly, traditional trade—small shops and wet markets—still dominates, especially outside major cities. 

Logistics in rural areas are costly and infrastructure gaps hinder product availability. 

Reaching the “last mile” remains a structural hurdle for national FMCG penetration.

Regulatory compliance

Frequent adjustments to laws on food safety, labelling, and packaging requirements increase compliance costs and slow product launches. 

Imported goods face additional testing and certification, often inconsistent across different agencies. 

For multinational firms, harmonising compliance across ASEAN remains difficult, as local rules vary widely.

Changing consumer behaviour

Rapid urbanisation, a young population, and widespread smartphone use are reshaping FMCG consumption. 

Consumers increasingly shop online, through social media, or via quick-commerce delivery platforms. 

Preferences are shifting towards healthier, more sustainable, and premium products, forcing brands to adapt portfolios and marketing strategies. 

Those unable to innovate risk losing relevance quickly.

Rural penetration gap

Rural Vietnam accounts for a large share of the population, but FMCG penetration remains far lower than in cities. 

Distribution costs are higher, consumer incomes are lower, and brand loyalty is weaker. 

Opportunities in Vietnam’s FMCG market

There are a number of opportunities in Vietnam’s FMCG market.

These include:

Rising consumer incomes

Vietnam’s GDP per capita continues to climb, lifting millions into the middle class. 

As disposable incomes grow, households are spending more on branded packaged goods, premium beverages, and personal care products.

Urbanisation and demographics

A young, urbanising population fuels demand for convenience products, ready-to-eat meals, and lifestyle-oriented FMCG categories. 

Vietnam’s two major cities, Hanoi and Ho Chi Minh City, are hubs for modern retail and e-commerce growth.

Digital and e-commerce expansion

Vietnam is one of Southeast Asia’s fastest-growing e-commerce markets.

Social commerce, mobile shopping, and quick-delivery services are opening new FMCG distribution channels, making it easier for brands to reach younger consumers.

Modern trade growth

Supermarkets, convenience stores, and hypermarkets are expanding rapidly, particularly in urban areas. 

This shift from traditional to modern trade allows FMCG brands to strengthen distribution, visibility, and brand control.

Health and sustainability trends

Rising health awareness is driving demand for organic foods, low-sugar beverages, and natural personal care products. 

Eco-friendly packaging and sustainability commitments resonate strongly with younger consumers, creating opportunities for differentiation.

See also Vietnam’s Health and Fitness Industry

Rural market potential

While harder to reach, Vietnam’s rural areas represent untapped growth. 

Companies that adapt product sizes, pricing, and distribution strategies can unlock significant new demand.

Integration into global trade

Vietnam’s participation in free trade agreements such as CPTPP and EVFTA reduces tariffs and improves access to imported inputs and export markets. 

This strengthens supply chains and broadens opportunities for both domestic producers and international FMCG players.

Vietnam’s FMCG businesses: key players

Vietnam’s FMCG businesses are led by a mix of importers, distributors, and food processors both local and domestic.

These include:

Vinamilk

Vietnam’s largest dairy producer, offering fresh milk, yogurt, powdered milk, juices, and ice cream.

It holds strong domestic distribution and is also a leading exporter.

Masan Consumer Corporation

A major player in packaged foods with brands like Nam Ngu, Chinsu, Omachi, and Vinacafé.

It dominates sauces, convenience noodles, and coffee segments.

Tan Hiep Phat Beverage Group

The country’s biggest privately owned beverage company, producing herbal teas, energy drinks, and bottled beverages with wide national reach.

Trung Nguyen Group

A leading coffee company best known for G7 instant coffee and its extensive coffee shop network, exporting to over 60 countries.

Hai Ha Confectionery

Established in 1960, it is one of Vietnam’s oldest confectionery makers, producing biscuits, cakes, candies, and snacks with a strong presence in the north.

Mondelez Kinh Do

Formerly Kinh Do Corporation, now part of Mondelēz International, this company manufactures biscuits, mooncakes, chocolates, and cakes under both local and global brands.

Sabeco Brewery

Vietnam’s dominant beer maker, producing Saigon Beer and 333, holding the largest market share in the country’s alcoholic drinks sector.

Unilever Vietnam

One of the most established foreign FMCG firms, offering personal care, household cleaning, and food products under brands like OMO, Lifebuoy, Knorr, and P/S.

Nestlé Vietnam

A global giant with local production facilities, manufacturing coffee, packaged foods, and La Vie mineral water for the domestic and export markets.

Suntory PepsiCo Vietnam

A joint venture producing and distributing non-alcoholic beverages, including soft drinks, teas, and sports drinks, with strong nationwide distribution.

Procter & Gamble (P&G)

A multinational with a broad portfolio in personal care and household care, supplying Vietnamese consumers with products across daily essentials.

Coca-Cola Vietnam

One of the leading beverage companies in the country, distributing carbonated soft drinks, bottled water, and juices across Vietnam.

Popular FMCG products in Vietnam

There are a range of popular FMCG products available in Vietnam.

These include:

Packaged foods

Instant noodles, biscuits, confectionery, sauces, and seasonings are everyday staples. Brands like Hao Hao (Acecook) and Chinsu (Masan) dominate household kitchens.

Dairy products

Milk, yogurt, condensed milk, and powdered milk are widely consumed. Vinamilk, TH True Milk, Nutifood, and Abbott are strong players.

Beverages

Tea, coffee, bottled water, carbonated drinks, energy drinks, and beer lead the market. Tan Hiep Phat, PepsiCo, Coca-Cola, Sabeco, and Trung Nguyen are key names.

Personal care

Skincare, shampoo, soap, toothpaste, and deodorants are among the fastest-moving consumer goods, supplied by Unilever, P&G, and local brands.

Household care

Detergents, dishwashing liquids, and cleaning products are essential items.

OMO, Sunlight, and other Unilever and P&G brands have strong penetration.

Snacking and confectionery

Chocolates, candies, cakes, and packaged snacks remain popular across urban and rural markets, with Mondelez Kinh Do, Hai Ha, and Orion as leading suppliers.

FAQ: FMCG in Vietnam

These are some of the most common questions about FMCG in Vietnam.

How important is FMCG in Vietnam?

FMCG is one of Vietnam’s fastest-growing sectors, driven by a young population, rising incomes, and urbanisation. 

It is a critical part of household spending, representing a large share of consumer expenditure and a key driver of retail and e-commerce growth.

Who are the major players in Vietnam’s FMCG industry?

Domestic leaders include Vinamilk, Masan Consumer, Tan Hiep Phat, Trung Nguyen, Sabeco, and Mondelez Kinh Do. 

International giants such as Unilever, Nestlé, Procter & Gamble, Coca-Cola, and Suntory PepsiCo also hold strong positions.

Where does Vietnam import its FMCG from?

Vietnam imports FMCG primarily from regional and global hubs, including Thailand, China, South Korea, Japan, and the EU. 

Imports focus on beverages, dairy, confectionery, personal care, and household products not produced at scale locally.

What FMCG products are most popular in Vietnam?

Popular categories include instant noodles, sauces, milk and yogurt, coffee, tea, bottled beverages, beer, detergents, and personal care essentials such as shampoo, toothpaste, and skincare products.

What are the challenges and opportunities in Vietnam FMCG?

Challenges include counterfeit goods, price-sensitive consumers, fragmented distribution networks, regulatory compliance, and macroeconomic risks. 

Opportunities lie in rising middle-class incomes, rapid urbanisation, e-commerce growth, premiumisation, health-conscious products, and untapped rural demand.

Outlook

Vietnam’s FMCG market is set for steady expansion, supported by rising incomes, urbanisation, and strong retail growth. 

The sector is increasingly shaped by consumer price sensitivity, with shoppers becoming more deliberate in their spending while still driving demand for essential and branded goods.

Traditional trade continues to dominate, but modern trade and e-commerce are rapidly gaining ground. 

Online platforms and social commerce are opening powerful new distribution channels, and convenience stores and supermarkets are expanding their reach in urban centres.

Health, wellness, and premiumisation are emerging as long-term drivers, with consumers seeking products that balance affordability with quality. 

Brands that innovate quickly, adapt to omnichannel retail, and tailor strategies to regional and seasonal demand will be best positioned for growth in Vietnam’s evolving FMCG landscape.

That said, Vietnam’s business environment and FMCG sector is dynamic and can change quickly. 

With this in mind, to keep up with the latest developments in Vietnam’s FMCG sector make sure to subscribe to Vieter.