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Vietnam’s F&B Industry in 2024: Growth in Revenue, Squeeze in Profits

The Vietnam food and beverage (F&B) industry saw a notable 16.6% year-on-year revenue increase in 2024, reaching an estimated VND688.8 trillion (USD 27.3 billion). However, rising input costs and inflationary pressures significantly reduced profit margins across the sector, painting a mixed picture for businesses operating in one of Southeast Asia’s most vibrant consumer markets. This analysis is based on the 2024 F&B Industry Report published by iPOS, a provider of hospitality management solutions, in collaboration with Nestlé Professional. The report combines quantitative data from 4,005 F&B businesses, insights from 4,453 consumers, and expert interviews with nearly 100 industry professionals and executives across Vietnam. F&B Revenue Rises, But Profitability Declines By the end of 2024, Vietnam was home to 323,010 F&B outlets, up 1.8% from 2023, despite ongoing economic headwinds and a cautious consumer base. While the industry showed top-line growth, bottom-line performance was more challenging: Only 25.5% of surveyed businesses reported stable revenues compared to 2023. Just 14.7% experienced actual revenue growth year-on-year. 49.2% of businesses plan to raise prices in 2025 to cope with escalating operational costs, especially for raw materials. This imbalance reflects a trend seen globally in the F&B sector: revenue growth does not always translate to profitability. Market Shifts and a Natural Industry Reshuffling The report characterizes 2024 as a year of “natural cleansing” in Vietnam’s F&B landscape. A growing number of independent and underperforming outlets were forced to shut down, mainly due to: Surging ingredient and logistics costs Labor shortages and wage inflation A drop in discretionary consumer spending Meanwhile, larger F&B chains in Vietnam fared significantly better. Their ability to streamline operations, optimize procurement, and leverage technology for financial control allowed them to adapt to macroeconomic pressures more effectively than small and medium-sized enterprises. Changing Consumer Behavior in Vietnam’s F&B Market The report also highlights a notable shift in consumer priorities. While overall spending remained stable, Vietnamese diners are becoming more value-conscious. The majority of respondents said they now favor higher quality food and beverage experiences at reasonable prices over trend-driven offerings. Food & Beverage Trends in Vietnam: 2024 Snapshot After a highly dynamic 2023 characterized by rapid experimentation and trend adoption, the Vietnam F&B industry in 2024 has shown a more cautious approach to following fads: 52.8% of surveyed businesses chose not to invest in any specific trend this year. The focus has shifted from novelty to sustainability, product quality, and operational efficiency. Beverage Trends Despite the slowdown in trend-chasing, some beverages stood out: Matcha-based drinks topped the chart, chosen by 29.6% of businesses. The versatility and health appeal of matcha continue to capture consumer interest, especially among younger demographics. In contrast, strong-flavored teas, once a dominant trend, declined to 21.4% as consumer tastes moved toward more balanced, premium tea options. Traditional teas like Oolong and Shan Tuyết experienced a resurgence, with several businesses emphasizing authentic Vietnamese tea culture and slow-drinking experiences. Food Trends In the culinary segment: Chaozhou-style fresh beef hotpot is gaining attention due to its rich flavor profile and high-quality meat. Steam-heated hotpot—a cleaner, nutrient-preserving cooking method—is rising in popularity, appealing to health-conscious diners seeking minimal oil preparation. Outlook for Vietnam’s F&B Industry in 2025 Despite current challenges, the Vietnam F&B market is forecast to grow by 9.6% in 2025. This growth is expected to be supported by: Digital transformation and increased use of online ordering platforms Continued interest in healthier, functional food and beverages Expansion of franchise chains and mid-tier F&B brands in urban and suburban markets To stay competitive in this evolving market, F&B businesses must focus on cost control, customer experience, and strategic innovation, rather than relying solely on emerging food trends. Conclusion While the F&B industry in Vietnam remains full of opportunity, 2024 has underscored the importance of resilience, operational agility, and consumer insight. Businesses that can adapt to economic fluctuations, understand shifting consumer values, and deliver consistent value are best positioned to thrive in 2025 and beyond. Looking for more insights into Vietnam’s consumer industries? Explore our full Industry Reports library or connect with our team to get customized market intelligence. Looking to expand into Vietnam’s thriving market? Let us connect you with the right buyers, partners, and opportunities—seamlessly and efficiently. Get Free Importer List Learn More

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FMCG Market in Vietnam: Statistics, Insights & Key Trends

The FMCG market in Vietnam is experiencing rapid growth, driven by a dynamic population of nearly 100 million, increasing urbanization, and a rising middle class. As consumer demand for convenience and quality continues to grow, the Vietnam FMCG industry has become one of the most promising sectors in Southeast Asia for both local and global businesses.

Following disruptions caused by the COVID-19 pandemic, the Vietnamese FMCG sector has entered a strong recovery phase. Shifts in consumer behavior, the acceleration of digital retail, and evolving lifestyle preferences are reshaping how people shop and what they buy. For businesses seeking entry or expansion, the current landscape offers substantial opportunity.

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Recruiting Labor in Vietnam

What You Should Know Before Hiring Employees in Vietnam: A Guide for Foreign Businesses

Here are 5 things you should know before recruiting in Vietnam. Hiring employees in Vietnam can be a major step toward establishing a strong local presence. But for many foreign companies, the process isn’t always straightforward. From navigating cultural expectations to complying with local labor laws, it’s essential to understand what you’re getting into before building your team in Vietnam. Whether you’re opening a representative office, setting up a joint venture, or expanding a manufacturing base, this guide will help you avoid common pitfalls and build a productive, compliant workforce in Vietnam. 1. Understand Vietnam’s Labor Market Landscape Vietnam boasts a young, educated, and increasingly skilled workforce, particularly in cities like Ho Chi Minh City, Hanoi, and Da Nang. However, talent availability and labor costs vary significantly between regions. While salaries are generally lower than in Western countries, top-tier local talent—especially in IT, engineering, and management—can command competitive pay. It’s also common for employees to expect social benefits and long-term job stability. 🔍 Pro tip: Local candidates value relationships and job security. Retention is often tied to workplace culture and leadership communication. 2. Local Labor Laws: What You Must Comply With Hiring in Vietnam requires full compliance with the Vietnamese Labor Code, which governs contracts, working hours, social insurance, termination, and employee rights. Key rules include: Employment Contracts: All workers must have a written contract (fixed-term, indefinite, or seasonal). These should be bilingual (Vietnamese and your native language). Probation Periods: Usually 30–60 days depending on the role. Working Hours: Standard is 8 hours/day, 48 hours/week. Overtime is allowed but regulated. Minimum Wage: Varies by region (Zone 1 to Zone 4). Ensure your offers meet local minimum wage laws. Social Insurance Contributions: Employers must contribute to social, health, and unemployment insurance for Vietnamese employees. 🔍 Mistake to avoid: Some foreign firms try to apply their home country’s HR policies without adapting to Vietnam’s legal and cultural framework. This can lead to fines, disputes, or failed hires. 3. Cultural Expectations in the Workplace Vietnamese workplace culture emphasizes respect, hierarchy, and harmony. Managers are expected to lead with empathy and clarity. Employees may not always voice disagreement publicly, so fostering open internal communication is key. Seniority matters: Age and job title influence workplace dynamics. Direct criticism is avoided: Feedback should be given respectfully and constructively. Group cohesion is important: Team activities and celebrations are valuable for morale. 🔍 Tip: Consider hiring a bilingual HR manager or team lead to help bridge cultural and communication gaps. 4. Options for Hiring: Entity vs. Partner Support You have two main paths to hiring in Vietnam: a. Hiring Through a Local Entity If you’ve established a local office, you can hire employees directly. This requires full compliance with tax and labor laws, plus managing payroll, insurance, and contracts internally or via a service provider. b. Hiring via a Local Partner or Employer of Record (EOR) If you’re testing the market or lack a legal entity in Vietnam, using an EOR allows you to hire legally without setting up a company. The EOR handles compliance, while you manage the day-to-day work. 5. How Alfimex Can Help You Avoid the Hiring Hassle At Alfimex, we understand that hiring directly in Vietnam can be time-consuming, complex, and risky—especially if you’re unfamiliar with the local business environment. That’s why we offer an alternative approach that eliminates the need to hire employees immediately. Instead of building an in-house team, our services allow you to achieve your business goals in Vietnam through smart outsourcing, local representation, and business matching. ✅ Local Partnership Development – We help you connect with trusted Vietnamese partners, distributors, or agents who can act on your behalf in the market. ✅ Market Representation – Need a presence in Vietnam without setting up an office or hiring staff? Alfimex provides tailored market outreach and representation solutions. ✅ B2B Lead Generation & Business Matching – Our services are designed to bring you direct contact with potential clients or buyers—without the overhead of full-time hires. ✅ Regulatory Navigation – We guide you through Vietnam’s legal and trade environment, reducing the pressure to hire local compliance or admin staff. 🧭 For many businesses, outsourcing core market activities to a local expert like Alfimex is not just an alternative to hiring—it’s a smarter, leaner, and faster path to market success. Conclusion Before hiring employees in Vietnam, it’s essential to understand the legal, cultural, and operational landscape. Hiring without this knowledge can lead to legal risks, poor retention, and reputational damage. But for many foreign companies, building a team isn’t always the right first move. Instead of taking on the burden of recruitment, onboarding, and HR management, consider whether outsourcing with a trusted local partner is the better fit for your Vietnam market strategy. If you want to explore a flexible, lower-risk approach to entering and operating in Vietnam, get in touch with Alfimex—your reliable ally for smart, strategic market presence. Looking to expand into Vietnam’s thriving market? Let us connect you with the right buyers, partners, and opportunities—seamlessly and efficiently. Get Free Importer List Learn More

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B2B Lead Generation Funnel

Unlocking Growth: How B2B Lead Generation and Connection Services Drive Success in Vietnam

A reliable B2B lead generation service and B2B connection service are essential for any company aiming to expand into Vietnam’s thriving market. Entering a new territory like Vietnam isn’t just about ambition—it requires strategic planning, local expertise, and strong, trustworthy partnerships. With one of Southeast Asia’s fastest-growing economies, Vietnam offers a young labor force, rising consumer demand, and an open, investor-friendly environment. However, to truly capitalize on these advantages, international businesses must connect with the right local buyers, distributors, and decision-makers. That’s where expert B2B services make all the difference. What is a B2B Lead Generation Service? A B2B lead generation service focuses on identifying potential business clients for your products or services. In the context of Vietnam, this means sourcing verified, high-potential Vietnamese companies that match your target customer profile. This process includes: Market research and segmentation Profiling target companies Cold outreach through email, phone, or LinkedIn Qualifying leads based on interest and need Lead generation isn’t just about quantity. A professional B2B service will ensure that the leads are relevant, interested, and aligned with your business goals. This saves your sales team time and accelerates your market entry process. What is a B2B Connection Service? While lead generation identifies potential clients, a B2B connection service focuses on facilitating meaningful introductions and building relationships. These services go a step further to: Arrange virtual or in-person meetings with pre-qualified partners Organize matchmaking events or trips Provide cultural and business etiquette guidance Offer translation and local support during negotiations With this approach, overseas companies can build trust and rapport with Vietnamese businesses, increasing the likelihood of long-term collaboration. Why B2B Services are Crucial for Vietnam Market Entry Vietnam’s business landscape is built heavily on relationships, credibility, and trust. Foreign companies may struggle to establish these elements without local insight. By using a B2B connection service, you can: Avoid scams or unverified partners Reduce time spent on finding and vetting local contacts Enter the market with confidence and professional guidance At the same time, B2B lead generation services help ensure that your sales funnel stays full with potential buyers, allowing you to grow sustainably. How Alfimex Helps You Succeed in Vietnam At Alfimex, we specialize in helping overseas businesses build strategic and trustworthy relationships in Vietnam. Our B2B lead generation service is not a one-size-fits-all solution—it’s built on deep market research, cultural understanding, and a tailored outreach strategy designed specifically for your industry and goals. Unlike generic providers who hand over unverified contact lists, we deliver warm, high-quality leads who are actively seeking the products or services you offer. This means you spend less time chasing dead ends and more time closing meaningful deals. Our B2B connection service goes well beyond basic introductions. We act as your on-the-ground partner, guiding you through every step of the relationship-building process. We provide: ✅ Pre-qualified partner screening to ensure compatibility in terms of capacity, credibility, and interest. ✅ One-on-one business matchmaking, including curated meetings with vetted Vietnamese buyers, distributors, or collaborators. ✅ Trip planning and local meeting support, including interpretation, venue setup, and follow-ups. ✅ Assistance with local regulations, trade practices, and customs, reducing risk and smoothing your Vietnam market entry process. We understand the common struggles businesses face when entering a new and unfamiliar market—language barriers, cultural differences, regulatory complexity, and a lack of reliable local networks. That’s why our services are designed to remove the guesswork and reduce wasted time. Whether you are a manufacturer looking for distribution partners, an exporter wanting to reach Vietnamese buyers, or a service provider exploring B2B collaboration opportunities, Alfimex customizes every project to maximize your success. If you’re serious about expanding into Vietnam and want an experienced partner to accelerate your growth, our B2B lead generation service and B2B connection service offer the strategic support and local insight you need to succeed. Final Thoughts Entering a new market doesn’t have to be overwhelming. With the right support system, particularly a trusted B2B lead generation service and B2B connection service, your business can fast-track its expansion into Vietnam and connect with the right people from day one. Ready to grow in Vietnam? Contact Alfimex today to find out how our tailored B2B services can open doors and drive your business forward. Looking to expand into Vietnam’s thriving market? Let us connect you with the right buyers, partners, and opportunities—seamlessly and efficiently. Get Free Importer List Learn More

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How to find and connect with trusted Vietnamese buyers for business success

Trusted Vietnamese Buyers in 2025: Easily Identify & Connect with

Vietnam is a rapidly growing market with increasing demand for international products. However, looking for the right Vietnamese buyers in this market requires some understandings about what you are going to do if you want the right importers who are not only reliable but also align with your business objectives. In this guide, we’ll walk you through the key strategies to identify and connect with trusted Vietnamese buyers to maximize your business success on your export to Vietnam journey. Why Vietnam? A Booming Market for Global Businesses Vietnam has emerged as one of the most dynamic economies in Southeast Asia, with a strong focus on international trade. With a population of nearly 100 million and a fast-growing middle class, the country offers vast opportunities for exporters and manufacturers looking to expand their reach. The key sectors attracting foreign businesses include: Consumer Goods: High demand for quality imported products. Manufacturing & Industrial Equipment: Vietnam is a global manufacturing hub. Agriculture & Seafood: Strong export and import activities. Technology & Electronics: Rapid digital transformation is fueling demand. With such opportunities, the challenge remains: How do you find and connect with the right Vietnamese buyers? 1. Research the Vietnamese Market & Buyer Profiles Understanding the market landscape is the first step to identifying potential buyers. Conduct in-depth research on: Industry trends: What products are in demand? Buyer demographics: Who are the key importers? Business culture: Understanding Vietnamese business etiquette builds trust. Using data-driven insights from market reports and trade organizations can help you create a list of potential buyers. 2. Leverage Trade Fairs and Business Networking Events Attending Vietnam’s leading trade fairs is one of the most effective ways to meet reliable buyers in person. Key events include: Vietnam Expo – The country’s largest international trade fair. Vietnam Foodexpo – Ideal for food and agriculture businesses. Vietnam Industrial & Manufacturing Fair – Connects global suppliers with local manufacturers. By exhibiting or attending, you can directly interact with buyers, assess their business credibility, and build lasting relationships. 3. Utilize Online B2B Platforms & Directories Many Vietnamese buyers actively seek suppliers through online platforms. Some trusted resources include: Vietnam Trade Promotion Agency (VIETRADE) – A government-backed resource for trade connections. Alibaba & Global Sources – Many Vietnamese companies source through these platforms. Local business directories – Vietnam’s Chamber of Commerce and other industry-specific listings. 4. Conduct Due Diligence Before Committing To avoid risks, verify the legitimacy of potential buyers before entering agreements. Key steps include: Checking business licenses and tax identification numbers Reviewing trade history and reputation Requesting references from previous suppliers Working with a trusted local partner can simplify this process and ensure credibility. Why Alfimex is Your Trusted Partner for buyers/ importers in Vietnam At Alfimex, we specialize in connecting international businesses with trusted Vietnamese buyers through our expert market research, direct business-matching, and regulatory support. Here’s why global companies choose us: ✅ Extensive Network – We have strong connections with verified Vietnamese importers and distributors across multiple industries. ✅ Market Intelligence – Our in-depth industry insights help businesses identify profitable opportunities and avoid risks. ✅ Regulatory Compliance Assistance – We ensure your transactions comply with Vietnamese import-export regulations, preventing legal hurdles. ✅ Personalized Business-Matching – We don’t just provide contacts—we facilitate meaningful connections that lead to long-term partnerships. 🔹 Ready to connect with reliable Vietnamese buyers? Contact Alfimex today to unlock your business potential in Vietnam! Conclusion Finding and connecting with trusted Vietnamese buyers requires a strategic approach. By leveraging market research, trade fairs, online platforms, and due diligence, businesses can ensure successful market entry. Partnering with Alfimex further enhances your success by providing expert guidance, local connections, and a seamless trade experience. 📌 Start expanding into Vietnam today! Reach out to Alfimex for expert support and business-matching services. Looking to expand into Vietnam’s thriving market? Let us connect you with the right buyers, partners, and opportunities—seamlessly and efficiently. Get Free Importer List Learn More

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