Unlock data-backed intelligence on Vietnam Consumer Goods Market, size at USD 54 billion in 2023, showcasing industry trends and challenges driven by key players.

As of April 2020, Vietnam Dairy Products JSC (Vinamilk) had a market capitalization of 172.74 trillion Vietnamese dong, followed by Saigon Beer - Alcohol - Beverage Corporation (Sabeco). Vinamilk is the largest dairy company while Sabeco is the leading beer producer in Vietnam.

Unlock expert insights on the Vietnam Consumer Packaged Goods (CPG) Market, size at USD 52 billion in 2023, featuring market dynamics, growth trends, and key players driving innovation.

The Vietnam Retail Industry market report segments the industry into By Product Type (Food, Beverage, and Tobacco Products, Personal Care and Household Care, Apparel, Footwear, and Accessories, Furniture, Toys, and Hobby, Industrial and Automotive, Electronic and Household Appliances, Other Products) and By Distribution Channel (Hypermarkets, Supermarkets, Specialty Stores, Department Stores, and more.)

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Vietnam Retail Market Size 2025-2029

The Vietnam retail market size is forecast to increase by USD 278.7 billion, at a CAGR of 14.7% between 2024 and 2029.

The Vietnam Retail Market is segmented by distribution channel (Offline, Online), type (Grocery, Electronics and Appliances, Home and Garden, Health and Beauty, Others), channel (Cash, Digital Payment, Buy Now Pay Later (BNPL)), store type (Supermarkets, Convenience Stores, Online, Specialty Stores), consumer segment (Urban Middle Class, Rural Consumers, Young Shoppers), and geography (APAC: Vietnam). This segmentation reflects the market's diversity, driven by strong demand for Grocery and Health and Beauty products among Urban Middle Class and Young Shoppers, growing Online channels with Digital Payment and BNPL options, and the dominance of Supermarkets and Convenience Stores for Offline purchases catering to both Rural Consumers and urban preferences across Vietnam in the APAC region.
The market is experiencing significant growth, driven primarily by the increasing demand for convenience food products. This trend is closely linked to the emergence of urban lifestyles, as more consumers in Vietnam's cities seek out quick and easy meal solutions. However, this growth comes with challenges. Logistical and supply chain issues persist, posing significant obstacles for retailers looking to meet the surging demand for convenience foods. Efficiently managing the distribution and delivery of these products is essential for companies aiming to capitalize on this market opportunity and maintain a competitive edge.
Navigating these challenges requires strategic planning and innovative solutions to ensure the timely and cost-effective delivery of convenience food products to consumers in Vietnam's urban areas. Companies that can effectively address these logistical hurdles will be well-positioned to thrive in this dynamic and expanding market.

What will be the size of the Vietnam Retail Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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In Vietnam's dynamic retail market, pricing optimization plays a crucial role in staying competitive. Consumer spending habits continue to shape the industry, with franchise models adapting to local preferences. Sustainability initiatives and compliance standards are increasingly important, driving retailers to prioritize environmental impact and social responsibility. Merchandising strategies and sales forecasting help businesses optimize profit margins and performance metrics, while product recall procedures and food safety regulations ensure customer satisfaction and protect against product liability. E-commerce fraud and intellectual property rights pose challenges, necessitating robust risk management and business intelligence. Sales data analysis and employee training are essential for addressing inventory shrinkage and supply chain disruptions.
Competitor mapping and store security systems are crucial for market penetration and maintaining regulatory compliance. Consumer confidence is influenced by economic indicators, with private label brands gaining popularity. Retailers must navigate complex import/export regulations and adhere to consumer protection laws. Adopting a proactive approach to corporate governance and regulations compliance is vital for long-term success. Market trends include a focus on food safety, sustainability, and digital transformation. Retailers must balance these priorities with managing their workforce, implementing merchandising strategies, and addressing product liability concerns. Effective risk management and supply chain resilience are essential for mitigating the impact of potential crises.

How is this market segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


Type

  Grocery
  Electronics and appliances
  Home and garden
  Health and beauty
  Others


Channel

  Cash
  Digital payment
  Buy now pay later (BNPL)


Store Type

  Supermarkets
  Convenience Stores
  Online
  Specialty Stores


Consumer Segment

  Urban Middle Class
  Rural Consumers
  Young Shoppers


Geography

  APAC

    Vietnam

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period.

In Vietnam's retail market, the integration of technology and traditional retail formats creates a dynamic business environment. Big data and market research guide retail strategies, from inventory management and pricing to customer segmentation and competition analysis. Augmented reality (AR) and virtual

Retail Sales in Vietnam increased 8.30 percent in June of 2025 over the same month in the previous year. This dataset provides - Vietnam Retail Sales YoY - actual values, historical data, forecast, chart, statistics, economic calendar and news.

In the first nine months into 2021, the retail sales of consumer goods in Vietnam went down by over ***** percent, the first decrease recorded in the given timeline due to the impact of the ******** pandemic. Prior to the pandemic, Vietnam had been seeing double-digit yearly growth rates in consumer goods retail sales.

The Vietnamese retail market, valued at $276.37 million in 2025, is experiencing robust growth, projected to expand at a Compound Annual Growth Rate (CAGR) of 12.05% from 2025 to 2033. This expansion is driven by several key factors. Firstly, Vietnam's burgeoning middle class fuels increasing consumer spending across diverse product categories, including food and beverage, personal care, apparel, electronics, and furniture. Secondly, the rapid rise of e-commerce is transforming the retail landscape, offering consumers greater convenience and access to a wider selection of goods. Major players like Saigon Co op, Central Group, and VinGroup are aggressively investing in both online and offline channels to capture market share. The increasing urbanization and improved infrastructure further contribute to the market's dynamism. However, challenges remain, including competition from international brands and the need to adapt to evolving consumer preferences. Maintaining supply chain efficiency and navigating potential economic fluctuations will be crucial for sustained growth. Segmentation analysis reveals significant opportunities across various product types and distribution channels. While food and beverage, personal care, and apparel remain dominant segments, the electronics and household appliances sector shows particularly strong growth potential given rising incomes and increasing adoption of technology. The expansion of e-commerce platforms is reshaping the distribution landscape, compelling traditional brick-and-mortar retailers to innovate and integrate online channels effectively. The competitive landscape is characterized by a mix of domestic and international players, with local retailers leveraging their understanding of local preferences while international chains capitalize on established brand recognition and global supply chains. Future success hinges on the ability to effectively target specific consumer demographics, leverage technology, and adapt to the evolving dynamics of the market. Recent developments include: In October 2022, in order to connect all user interactions, whether they take place offline, online, in augmented reality, or even in the metaverse, the Central group launched the Next-Gen Omnichannel platform, which will encompass the Central Retail network in Thailand, Vietnam, and Italy., In February 2022, the fourth wave of the COVID-19 pandemic in HCM City caused several fluctuations in the supply chain of commodities, and modern retail businesses had to adapt by changing their distribution systems rather than continuing to play the traditional function of delivering items to customers on-site.. Notable trends are: Rapid Growth in Consumer Spending is a Driving Factor.

In 2023, the retail sales value in Vietnam was estimated to reach approximately 4,859 trillion Vietnamese dong (VND) followed by the accommodation and catering service sector with a sales value of about 674 trillion VND. In that year, the total retail sales of consumer goods and services was expected to reach over 6,231 trillion VND.

In 2022, Vietnamese dairy company Vinamilk was the most chosen FMCG brand in urban areas in Vietnam, having a penetration rate of **** percent. This was followed by Ajinomoto with a penetration rate of over ** percent. Ranked third among the list was Hao Hao, an instant noodles brand under Acecook Vietnam, with **** percent of penetration rate that year. Vinamilk’s domination over the dairy market in Vietnam Headquartered in Ho Chi Minh City, Vinamilk is the largest dairy corporation in Vietnam. The formerly state-owned firm is now the leading player in Vietnam’s dairy sector, holding almost half of the market share within this sector. Since Vietnam has a fast-growing dairy market with increasing retail sales value, Vinamilk has been enjoying yearly growth in revenue as the market leader. Vinamilk's product portfolio includes its signature items such as drinking milk and yogurt and more recently introduced products like cheese, cream, and ice cream. Growing FMCG market and impact of COVID-19 on FMCG categories in Vietnam The FMCG industry in Vietnam has been growing fast in recent years alongside the country’s rapid economic development. The retail sales of consumer goods in the country had recorded double-digit annual growth before slowing down to *** percent in 2020 due to the COVID-19 pandemic. Amidst the pandemic, dry food items and personal hygiene products were the leading goods purchased for stockpiling among Vietnamese. As a result, the highest value growth rates among all FMCG categories in 2020 have been observed among personal care and packaged foods.

Uncover the growth potential in Vietnam Retail Market, size at USD 250 Bn in 2023, featuring industry analysis and top players.

In 2023, the total sales value of goods and services is expected to reach approximately *** quadrillion Vietnamese dong, reflecting a *** percent increase compared to the previous year. This figure included the sales value of the retail sector, accommodation and catering services, tourism, and travel services, as well as other services. The country‘s retail sales have shown signs of recovery after the impacts of the COVID-19 pandemic. Retail channels in Vietnam In Vietnam, traditional trade channels have remained dominant in the country’s retail landscape; however, modern retail channels could soon change this. The rise of the middle-class population and the expansion of modern retail channels such as supermarkets, mini stores, and department stores, as well as the convenient shopping experience that they offer, has led to a shift in shopping channel preferences among consumers. According to a survey among Vietnamese consumers, around ** percent of respondents revealed that they intended to increase their grocery purchases in large stores or one-stop shops. As of March 2023, Vietnam had over *** thousand convenience stores and mini supermarkets, mainly in big cities such as Hanoi and Ho Chi Minh City. Recovery from the COVID-19 pandemic The contribution of accommodation and catering services and travel services to total retail sales has decreased significantly in the past few years due to the negative impacts of the COVID-19 pandemic. However, after two years of restrictions, Vietnamese consumers have eagerly returned to shopping at stores, as well as travel. As a result, in 2023, the revenue from tourism and travel services experienced significant growth compared to the year prior. The removal of COVID-19-related restrictions was expected to revive the Vietnamese tourism industry, as well as boost the recovery of the retail sector.

In 2016, furniture exports in Vietnam made up eight percent of the global exports in the sector. After successive increases, furniture exports in Vietnam rose to 17 percent of the sectorial global exports in 2022. Similarly, footwear exports in Vietnam increased from 12 percent of the sector's global exports in 2016 to 16 percent in 2022.

The Vietnam metal packaging market, valued at approximately $XXX million in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 3.81% from 2025 to 2033. This expansion is fueled by several key drivers. The burgeoning food and beverage sector, particularly the alcoholic and non-alcoholic beverage segments, is a significant contributor to market demand. Rising disposable incomes and a growing middle class are driving increased consumption of packaged goods, further boosting market growth. The increasing preference for convenient and shelf-stable packaging solutions also plays a crucial role. Furthermore, the adoption of innovative metal packaging technologies, such as lightweighting and enhanced printing capabilities, is enhancing the appeal of metal packaging across diverse end-use industries, including personal care and industrial applications. However, the market faces some challenges, including fluctuating raw material prices (primarily aluminum and steel) and increasing environmental concerns related to metal packaging waste. These restraints are likely to be mitigated by ongoing industry initiatives focused on sustainable packaging solutions and recycling programs. The market is segmented by product type (cans, barrels & drums, caps & closures, others) and end-user (food, beverages, industrial, personal care, others), offering diverse opportunities for market players. Key players such as Canpac Vietnam Co Ltd, Nihon Canpack (Vietnam) Co Ltd, and Crown Holdings Inc are actively shaping market dynamics through product innovation and expansion strategies. The competitive landscape is characterized by a mix of both domestic and international companies, indicative of the market's attractive investment potential. The forecast period of 2025-2033 offers significant opportunities for growth, driven by projected economic expansion in Vietnam and increasing consumer demand. However, businesses must navigate the challenges of raw material costs and environmental sustainability concerns to effectively capitalize on these opportunities. Strategic partnerships, investments in sustainable technologies, and a focus on innovative packaging solutions will be critical to long-term success within the Vietnam metal packaging market. The continuous evolution of consumer preferences and regulatory frameworks will also necessitate adaptable business models and strategies. Recent developments include: November 2022: TBC celebrated its 25th anniversary of operations with the official unveiling of the company's new logo., February 2022: Crown Holdings, a prominent manufacturer of food and beverage cans, made new commitments to recycling aluminum cans throughout its global operations. By the end of 2025, the firm hopes to achieve Vietnam's national recycling rates for 2030 within the Asia-Pacific region (APAC).. Key drivers for this market are: Growing Demand for Convenience Food in Vietnam, Higher Recycling Rates Coupled with Higher End-user Manufacturing Demand in Vietnam. Potential restraints include: Growing Demand for Convenience Food in Vietnam, Higher Recycling Rates Coupled with Higher End-user Manufacturing Demand in Vietnam. Notable trends are: Growing Demand for Convenience Food in Vietnam.

According to a survey in 2022, clothing, footwear, and cosmetic products were the most popular online product categories according to online shoppers in Vietnam. Home appliances ranked second, with ** percent of respondents having purchased these items online. Online shopping on the rise in Vietnam In 2022, around *** percent of total retail sales in Vietnam came from e-commerce, equaling over **** billion U.S. dollars. The growth of this sector has been recorded year-on-year during the last decade in the country. In the same year, over half of the Vietnamese population reported having purchased consumer goods online. Not only are there more people buying products online, but the average amount spent per consumer on e-commerce channels has also been increasing exponentially in Vietnam. Vietnam’s internet economy Vietnam had the third largest internet economy in Southeast Asia, behind Indonesia and Thailand, with a total market value of ** billion U.S. dollars. While e-commerce accounted for the lion’s share, other segments within the internet economy in the country have been growing fast in recent years. For instance, the COVID-19 pandemic has made online entertainment the new normal for people across different age groups, contributing to the substantial increase in online media market value in Vietnam. Furthermore, after the pandemic, food delivery, ride-hailing, and online travel have continued to benefit from the shift in consumer preferences towards online products and services.

Vietnam AI in Retail Market is projected to reach USD 637.32 million by 2032, growing at a CAGR of 25.55% from 2024-2032.

The Vietnam retail market, valued at $252.90 billion in 2025, exhibits robust growth potential, projected to expand at a Compound Annual Growth Rate (CAGR) of 13.64% from 2025 to 2033. This rapid expansion is fueled by several key drivers. Rising disposable incomes among Vietnam's burgeoning middle class are significantly boosting consumer spending across various retail segments, including grocery, electronics and appliances, home and garden, and health and beauty products. The increasing adoption of e-commerce platforms and digital payment methods is further accelerating market growth, particularly in urban areas. Government initiatives promoting infrastructure development and foreign direct investment are also creating a favorable environment for retail expansion. However, the market faces challenges such as intense competition among both domestic and international players, logistical hurdles in reaching remote areas, and the evolving needs of a digitally-savvy consumer base. The market segmentation reveals a strong presence of both offline and online distribution channels, with a diverse range of product categories contributing to the overall market value. Key players like 7-Eleven, AEON, and Berli Jucker are strategically positioning themselves to capitalize on the growth opportunities, leveraging both omnichannel strategies and strong brand recognition to maintain market share. The competitive landscape is dynamic, with companies employing various strategies to gain market dominance. These include aggressive expansion of store networks, strategic partnerships, and investments in technology to enhance customer experience and supply chain efficiency. Understanding the nuances of different consumer segments, particularly the preferences of younger demographics, is crucial for success. The ongoing development of modern retail infrastructure and the government's focus on improving logistics will play a significant role in shaping the future of the Vietnamese retail sector. Risks include economic volatility, fluctuating consumer confidence, and the potential for disruptions to global supply chains. Despite these challenges, the long-term outlook for the Vietnam retail market remains positive, driven by continued economic growth, rising consumer spending, and the ongoing digital transformation of the retail sector.

Vietnam plastic packaging market is projected to grow at a robust CAGR 7.7% from 2025 to 2032 due to the increasing demand for consumer products

Retail Sales: Goods: Food and Foodstuff data was reported at 157,877.507 VND bn in Jan 2025. This records an increase from the previous number of 153,437.399 VND bn for Dec 2024. Retail Sales: Goods: Food and Foodstuff data is updated monthly, averaging 100,899.816 VND bn from Feb 2015 (Median) to Jan 2025, with 118 observations. The data reached an all-time high of 157,877.507 VND bn in Jan 2025 and a record low of 57,922.333 VND bn in Mar 2015. Retail Sales: Goods: Food and Foodstuff data remains active status in CEIC and is reported by Ministry of Industry and Trade. The data is categorized under Global Database’s Vietnam – Table VN.H001: Retail Sales.

In Vietnam 1,3 Butadiene Market, As demand for these products increases across industries such as automotive, construction, and consumer goods, the demand for 1,3 butadiene is expected to rise steadily.