Vietnam’s snacks market has grown rapidly over the past decade, fuelled by rising incomes, a young population, and changing consumption habits. 

Once dominated by traditional treats sold in wet markets and small shops, the sector is now a mix of established local producers, global brands, and innovative start-ups introducing new flavours and packaging formats to attract consumers. 

Demand is being shaped by urbanisation, busy lifestyles, and the growing appetite for convenient, on-the-go products.

The market spans a wide variety of products, from rice-based snacks and dried seafood to packaged chips, biscuits, confectionery, and dried fruit. 

Traditional favourites such as coconut candy, mung bean cakes, and rice crackers continue to appeal to older consumers and tourists, while younger generations are driving growth in flavoured chips, salted-egg products, and imported confectionery. 

Modern retail chains, e-commerce platforms, and convenience stores are making these snacks more accessible, reinforcing a trend towards higher volumes and more diverse offerings.

At the same time, rising health awareness and exposure to international trends are beginning to influence consumer choices. 

Low-sugar, baked, and fruit-based options are gaining traction, alongside premium products marketed as natural or high-protein. 

For producers and investors, Vietnam’s snacks market offers both opportunities and challenges: balancing traditional tastes with modern preferences, navigating a fragmented retail landscape, and competing with both domestic rivals and multinational giants.

Snacks in Vietnam in numbers

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

Snack market size

There are varying estimations of the size of Vietnam’s snack market.

These include:

Ken Research

Vietnam’s snack food market was worth US$3.2 billion in 2023, driven by demand for convenient and affordable options, urbanisation, and a growing middle class, according to a 2024 report from Ken Research.

Statista

Vietnam’s snack food market is projected to reach US$4.31 billion in 2025, with annual growth of 7.11 percent through 2030, according to data collated by Statista.

Moreover, Statista says per capita revenue is estimated at US$42.46, with average consumption of 5.5 kilograms per person in 2025, with market volume forecast to hit 671.22 million kilograms by 2030, including a 4.5 percent increase in 2026. 

Vietnam select snack imports, US$000s

Source: Trade Map, accessed August 27, 2025. *uses partner data

Vietnam select snack exports, US$000s

Source: Trade Map, accessed August 27, 2025. *uses partner data

Snacks prices in Vietnam

Vietnam’s snack prices remain very affordable by global standards. 

Street vendors and local markets cater to daily consumption, especially in urban areas. 

Tourist zones mark up prices, but even then, the cost remains modest.

Ballpark approximations of snack prices in Vietnam 

Challenges in Vietnam’s snack market

There are a number of challenges facing Vietnam’s snack market.

These include:

Fragmented distribution

Vietnam’s snack market is still dominated by traditional trade channels such as wet markets and mom-and-pop shops. 

This makes it challenging for new entrants to secure nationwide reach compared to established players who already have access to modern retail and e-commerce networks.

Price sensitivity

Consumers, particularly in rural areas, are highly price-conscious. 

While demand is growing in urban centres for premium and niche products, affordability continues to drive purchase decisions in the mass market, limiting the scale of higher-priced items.

Intense competition

The market faces heavy competition from both domestic brands and multinational companies like PepsiCo, Orion, and Lotte. 

This rivalry squeezes margins and forces producers to compete aggressively on price, innovation, and marketing.

Health concerns

Rising awareness about nutrition and lifestyle diseases is pushing consumers towards healthier choices. 

This creates challenges for traditional snack segments that rely on sugar, salt, or frying, as they risk losing relevance without reformulation.

Regulatory hurdles

Food safety rules, labelling requirements, and restrictions on additives add compliance costs for producers. 

Enforcement has also become stricter, raising the barrier to entry for smaller companies.

Counterfeits and copycats

Imitation brands and unregulated producers are common in Vietnam, particularly in informal markets. 

These products can undercut established players and erode consumer trust in certain categories.

Supply chain volatility

Vietnam relies on imports for key inputs such as wheat, milk powder, and flavourings. 

Fluctuations in global commodity prices and logistics disruptions create uncertainty for local manufacturers.

Opportunities in Vietnam’s snacks market

Aside from the challenges, there are a number of opportunities in Vietnam’s snack market too.

These include:

Rising urbanisation

Vietnam’s growing cities are fuelling demand for convenient, ready-to-eat snacks. 

Busy lifestyles and rising disposable incomes are creating strong opportunities for packaged products targeted at urban consumers.

Modern retail expansion

The rapid growth of supermarkets, minimarts, and e-commerce platforms is widening market access. 

Producers can now reach consumers more efficiently than through fragmented traditional channels, making nationwide distribution more feasible.

Health and wellness trends

As awareness of nutrition grows, demand for low-sugar, baked, plant-based, and functional snacks is rising. 

This shift offers opportunities for both reformulated traditional products and new health-focused launches.

Premiumisation

Consumers in Vietnam’s middle class are increasingly willing to pay more for quality, flavour innovation, and attractive packaging. 

This trend supports the introduction of premium snack lines and imported brands.

Local ingredients and flavours

There is growing interest in snacks that highlight Vietnamese ingredients such as coconut, rice, seaweed, and tropical fruits. 

Products that blend local tastes with modern packaging appeal to both domestic consumers and tourists.

Export potential

Vietnam’s snack producers are starting to tap into overseas markets, particularly Asia and the diaspora. 

Leveraging local ingredients and competitive production costs can help brands expand internationally.

Vietnam’s snacks businesses: key players

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

These include:

Mondelez Kinh Đô

The dominant player in Vietnam’s snack market, Mondelez Kinh Đô combines international and local brands. 

Its portfolio includes Cosy, Solite, AFC, Oreo, and Ritz, covering biscuits, cakes, and confectionery.

Masan Consumer

A major Vietnamese conglomerate, Masan Consumer has a strong presence in noodles, convenience foods, and salty snacks. 

Its reach across urban and rural markets makes it a significant competitor.

Hai Ha Confectionery

One of Vietnam’s oldest confectionery producers, Hai Ha specialises in candies, biscuits, and wafers.

It remains a key player in the northern market and also exports to regional markets.

Acecook Vietnam

While best known for its instant noodles, Acecook plays an indirect role in the snack market. 

Its products cater to consumers seeking quick, convenient options, which overlap with snack consumption trends.

Popular packaged brands

Oishi, Poca (Lay’s), O’Star, Swing, and Toonies are widely recognised by younger consumers. 

Their strong distribution through convenience stores and supermarkets secures visibility nationwide.

Emerging healthy snack brands

Nafoods, Vinut, and AFC Seeds & Herbs are responding to rising demand for health-conscious choices. 

Their products focus on fruit-based, seed-based, and functional snacks, aiming to capture premium segments.

Popular snacks in Vietnam

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

These include:

Mung bean cubes (bánh đậu xanh)

Sweet treats, often wrapped in red-and-gold packaging and served with tea.

Coconut candy (kẹo dừa)

Rich, milky sweets from Bến Tre in the Mekong Delta, famed for their coconut flavour.

Sesame candy (mè xửng)

Sticky malt-sugar confections from Huế, traditionally enjoyed during the rainy season.

Peanut and rice paper brittle (kẹo cu đơ)

A Hà Tĩnh specialty made of molasses-coated peanuts pressed between sheets of rice paper.

Ranchu salted-egg chips

Potato chips and fish skins seasoned with salted duck-egg flavour.

Crispy rice (cơm cháy)

Scorched, fried rice topped with pork floss and scallions, a long-time Saigon favourite.

Rice paper salad (bánh tráng trộn)

A chewy, flavour-packed mix of rice paper strips, dried beef or shrimp, herbs, and spices.

Sesame balls (bánh cam) and mini savoury pancakes (bánh khọt)

Fried glutinous-rice snacks with fillings such as mung bean or shrimp.

Prawn crackers (bánh phồng tôm)

Shrimp-based chips, commonly sold dried and fried at home or by street vendors.

Fried glutinous rice balls (bánh rán)

Crispy sesame-coated balls filled with mung bean or coconut.

Steamed rice cakes (bánh bèo)

Central Vietnamese steamed rice cakes topped with dried shrimp, scallion oil, and pork skin, served in small dishes.

Pyramid rice cakes (bánh giò)

Pyramid-shaped steamed rice cakes filled with pork, mushrooms, and onions, wrapped in banana leaf.

Grilled rice paper (bánh tráng nướng)

Grilled rice paper topped with egg, shrimp, scallion oil, meat or cheese, especially popular in Đà Lạt and Ho Chi Minh City.

FAQ: Snacks in Vietnam

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

How popular are snacks in Vietnam?

Snacks represent a multi-billion-dollar market in Vietnam, embedded in daily life with nearly all consumers eating them regularly.

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

Mondelez Kinh Đô, Masan Consumer, Hai Ha Confectionery, Acecook, and brands like Oishi and Poca dominate the market.

Where does Vietnam import its snacks from?

Vietnam mainly imports snack products and ingredients from China, the United States, and other ASEAN countries such as Indonesia.

What snack products are most popular in Vietnam?

Popular items include bánh đậu xanh, kẹo dừa, bánh tráng trộn, crispy rice, confectionery, savoury chips, and biscuits.

What are the challenges and opportunities in Vietnam snacks?

Challenges include competition, health concerns, and fragmented distribution, while opportunities lie in premiumisation, health-focused snacks, and export growth.

Outlook

Vietnam’s snack industry is navigating a shift from traditional staples toward modern, health-driven offerings. 

Urban consumers—especially Gen Z—are fueling demand for innovative flavours, premium formats, and visually appealing products. 

Snack companies are responding with targeted launches, social-media-driven campaigns, and channel expansion via e-commerce. 

Despite competition and pricing pressures, growth momentum is strong as snack consumption becomes more frequent and diverse.

That said, Vietnam’s business environment and food and beverage industry is dynamic and can change quickly. 

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