Purchasing power rises as Vietnamese consumers become increasingly cautious about food origins
Vietnamese consumers are shifting shopping habits, prioritizing origin verification and food safety as the F&B market experiences strong growth.
Domestic purchasing power continued to show significant improvement in the first half of 2026, opening up strong growth potential for the food and beverage (F&B) sector. However, following a series of incidents regarding food safety, counterfeit goods, and poor-quality products, Vietnamese consumers are becoming more cautious than ever when making purchasing decisions.
According to the 2025-2026 F&B sector report by Vietnam Report, total retail sales of goods and consumer service revenue in 2025 reached approximately 7 quadrillion VND, an increase of 9.2% over the previous year. This growth momentum continued into the first half of 2026, reaching 3.89 quadrillion VND, a 12.9% increase year-on-year. Despite improving purchasing power, price levels have trended upward; in the first six months of 2026, the Consumer Price Index (CPI) rose by 4.38%, with the food group increasing by 4.7%.
Faced with price pressures, consumers are not only concerned about costs but are prioritizing quality and origin above all else. Survey results indicate that 60.1% of consumers value origin; 59.2% prioritize quality and health safety, while 52.9% still consider affordable pricing as a key factor.
To reinforce trust, consumers expect businesses to be transparent about their ingredients and production processes. Rather than relying solely on advertising, customers are increasingly eager to access public quality certifications and test results.
The use of modern tools such as QR codes for traceability is becoming a new standard. This is no longer just a compliance requirement but a key factor for brands to build credibility and create differentiation in a market where customer trust is the most valuable asset.
