The branded and packaged goods sector in Vietnam is deeply under–penetrated. With a fast growing GDP, strong consumer confidence and 68% of the population under 40—and 25% under 15—the sector will likely reach USD 25.2 billion by 2016, an increase of 40% from 17.7 billion in 2012.

Rice and noodle products, confectionery and nuts are expected to be among sector leaders.

Branding will become increasingly important for dependability, status, aesthetic and health concerns.

Convenience will continue to grow in importance.

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