The most chosen brands in Vietnam 2025

Welcome to the 13th year of Brand Footprint Vietnam.

Vietnam's consumer market in 2024 presented a complex picture. The country celebrated a exceptional economic performance, and consumer confidence in the economy improved. Yet, this didn't automatically loosen consumers’ purse strings. Rising costs for essentials like food, healthcare, and education kept household budgets tight. As a result, overall in-home FMCG spend growth in 2024 slowed down compared to the robust performance in 2023.

Having dealt with constant change in the last few years, Vietnamese consumers remain cautious and deliberate with their spending. Ongoing economic uncertainty also means worries about livelihoods, income, and job stability persist. These financial pressures make them highly aware of prices. Some sectors show strong preference for affordability and promotions, even if it means switching away from brands they once favoured.

However, consumers are now looking beyond just price; they've become value-conscious, carefully weighing what they get for their money. This means they're open to exploring new options that offer the best overall value. Brands that can justify their value by elevating quality, enhancing the experience, or offering unique benefits, are those that can unlock the power of premiumisation.

The competition for consumer attention and spending is fiercer than ever. Manufacturers are launching more new products—new benefits, new variants, new uses. But this flood of new products also makes it easier for consumers to switch. If another brand or retailer offers a better combination of price, features, and benefits, consumers are quick to move.

The winning brands of 2024 demonstrated strategic foresight, achieving growth not merely by enhancing their product portfolios and market presence, but by fundamentally understanding and addressing emerging consumer needs. This approach, boosted by smart promotions, assortment and innovation strategies, can lead both immediate gains and strong overall growth. This year's Brand Footprint report dives into the stories of these successful brands, offering key insights for navigating Vietnam's dynamic consumer landscape.

READ BRAND FOOTPRINT VIETNAM 2025 REPORT