Vietnam's F&B Market: Deepening Differentiation and Sustainable Growth Trends

Market research firm Decision Lab has released the 'Best F&B Brands 2026' ranking, providing in-depth insights into brand health through six core metrics: Impression, Quality, Value, Satisfaction, Recommend, and Reputation. Data was collected from March 1, 2025, to February 28, 2026, covering the online population in Vietnam.

The results reveal intensifying competition. While top brands maintain their positions, 7 out of 10 enterprises in the ranking recorded a decline in their Index scores compared to 2025. Notably, the gap between the top-ranked and tenth-ranked brands has widened from 13.9 to 16.8 points, reflecting a clear differentiation within the industry.

KFC remains the leader for the fourth consecutive year with an Index score of 27.1, followed by Jollibee, Highlands Coffee, Trung Nguyên Legend, and Lotteria. Decision Lab suggests that consumers are now more demanding, evaluating businesses based on overall experience rather than just system coverage or mere advertising.

Growth trends vary significantly between segments. International fast-food chains like KFC and Jollibee show positive momentum, while coffee and tea chains such as Highlands, The Coffee House, and Starbucks have seen a downward trend. Experts attribute this to a shift in consumer behavior following a period of 'hot' market growth.

Mr. Thue Quist Thomassen, CEO of Decision Lab, emphasized: 'Brand health is an important indicator of management capability. In the future, the advantage will belong to enterprises that maintain consistent experiences and the ability to adapt quickly to ever-changing customer needs.'

Meanwhile, a report by iPOS.vn and Nestlé Professional forecasts that Vietnam's F&B industry will reach 333,600 outlets by 2026, with expected revenue of 760 trillion VND. Stricter regulations on electronic invoices and input documentation are seen as a 'golden ticket' for the market to move toward transparency, creating a sustainable playing field for businesses with solid management foundations.

At the Future Menus 2026 event, Mr. Nguyen Xuan Huy, Managing Director of Unilever Food Solutions Vietnam, highlighted four trends driving the market: Streetfood Couture, Borderless Cuisine, Culinary Roots, and Diner Designed. Additionally, the application of AI in analyzing consumer behavior data is becoming an essential tool to help businesses optimize operations and personalize menus.