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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