FMCG Monitor Q3 2025: In-home FMCG under pressure

Vietnam’s economy maintained solid momentum in Q3 2025, with GDP growth reaching 8.2%, putting the country firmly on track to achieve the government’s annual target.

Despite headline growth, employment stability and cost-of-living pressures continue to weigh on Vietnamese consumers. Informal employment rate in the third quarter is 62.4%, representing more than three-fifths of the total employed population. Without formal contracts or consistent income security, a large portion of the population remains exposed to economic fluctuations and social uncertainty, reinforcing a cautious outlook in household spending.

Meanwhile, recent incidents around product quality and counterfeit goods continue to push authenticity and trust to the forefront of purchasing decisions.

At the same time, a series of typhoons hitting Northern and Central Vietnam have caused disruptions, particularly in heavily affected regions. These natural events are likely to trigger short-term shifts in spending behaviour and could reshape long-term priorities—such as diverting household budgets toward home repair and livelihood recovery.

This complex backdrop presents a dual challenge for FMCG players in Vietnam: how to remain competitive and relevant in consumers’ baskets without compromising brand integrity and consumer trust.

Brands that communicate a clear, transparent origin, genuine quality credentials and unique value propositions will be best placed to win consumers’ confidence in this environment—turning trust into long-term growth.

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Unlock the whole picture of Vietnam's FMCG landscape and discover:

• Consumer sentiment: Understand how Vietnamese shoppers are responding to current uncertainties and how this shapes their shopping and purchase decisions.
• Market overview: Access an up-to-date view of total FMCG performance with sector deep dives across food, beverages, dairy, personal care, and home care.
• Updated Channel Dynamics: Explore the latest shifts in retail channels, including e-commerce growth and how omni-channel shoppers move between traditional and modern trade.