Tet 2026 Outlook: 4 Keys to FMCG Success

Every year, one question returns: Will this Tet be like last Tet?

Worldpanel’s Tet FMCG Outlook dives deep into how Vietnamese families prepare, shop, and celebrate the Lunar New Year—and how these behaviours continue to evolve as societal norms, economic signals, and cultural expectations shift.

A walk down the memory lane:

Tet 2025 began on a relatively optimistic note.

Vietnam’s economy entered the year with strong momentum, achieving GDP growth beyond the government’s target and reinforcing consumer confidence. Households felt notably more secure in their financial stability compared with the pre-Tet period of 2024, signalling a readiness to spend, celebrate, and rejuvenate after a couple of years of economic uncertainties.

Yet, despite this positivity, the market still carried underlying tension—from job stability concerns to global trade volatility and inflationary pressures. These early signals set the stage for how consumers behaved heading into the festive period.

What lies ahead for Tet 2026?

Looking ahead, Tet 2026 will be shaped by more unpredictable consumer sentiment.
Households are becoming increasingly cautious as they navigate news about economic restructuring, global instability, and environmental disruptions. This creates a more sensitive, watchful mindset, where shoppers reassess discretionary spending but remain willing to invest in what truly matters.

In this environment, brands need to stay agile and abreast of imminent consumer concerns to quickly adapt to their priorities and demands for the upcoming holiday.

Top of mind concerns around food safety, health risks and product authenticity have intensified, especially following recent scandals involving fake or compromised products. These incidents have made transparency and trust non-negotiable. Families preparing for Tet—when it comes to consumption and gifting—will be even more selective and demanding.

All the while, concerns about livelihoods, income and rising costs continue to weigh on consumers.

While ensuring Tet remains a priority, shoppers are increasingly balancing indulgence with prudence—seeking brands that help them stretch budgets without compromising on quality or safety.

Tet 2026 presents a complex decision-making landscape. Consumers want reassurance, authenticity, and value—but also festive uplift and emotional resonance. Brands must carefully navigate this mindset shift.

Success in Tet 2026 will belong to brands that:

• Respond quickly to changing consumer priorities
• Offer genuine, verifiable quality and uncompromised authenticity
• Communicate clear, meaningful value, not just promotions
• Balance the Price–Quality equation with transparency and empathy

Those who strike this balance will be best positioned to win shopper trust and capture the unpredictable—yet potentially significant—Tet spending that lies ahead.

Read the full report for a blueprint to a year of successful festive planning:

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