Offer Vietnam new and tasty foods. Grow with them.

Vietnam’s food and drink market is definitely one to watch, particularly for foreign brands looking to expand and diversity. With a young and financially secure demographic eager to explore international flavours, there’s a real appetite for new offerings. Improved logistics and retail networks also make it more convenient than ever to introduce your products. There are still many gaps in what the local market provides, creating a potential entry point for your brand.

The size of the market for imported foods and drinks is still small but growing significantly every year. This growth will also develop the distribution and supply chain of most imported products, professionalising the existing retail channels, since a blend of both modern and traditional channels coexist. Ho Chi Minh City (Saigon) and, to a lesser extent, Hanoi, are the two main hubs that concentrate demand.

The EU and Vietnam have a Free Trade Agreement that came into force on August 1, 2020. This landmark agreement will virtually eliminate all tariffs between the two parties over a period of time. It has notably expanded market access for EU agrifood exporters, strengthening their competitive position in the Vietnamese market.

The bottom line? Your brand needs to work closely with domestic importers and distributors, ensuring that you are offering something genuinely compelling, beyond just the product itself. If you can strike that balance, Vietnam offers a solid platform for growth.

That’s pretty much to what we dedicate most of our time in our office in Ho Chi Minh City, trying to bring a dash of excitement to the table. Interested? Give us a shout!

Take a look at the work we've done for our clients on this: