Vietnam’s evolving food habits have significantly influenced consumer dietary choices. In the post-COVID-19 era, there is a noticeable shift towards prioritizing health and wellness, with Vietnamese consumers making more conscious decisions about what and how they eat. This change has also spurred the rise in popularity of plant-based foods and a renewed focus on home cooking, where individuals have greater control over their meals.

Vero teamed up with Decision Lab to develop a whitepaper that delves into these shifting trends and their impact on the food and beverage industry. The whitepaper provides valuable insights into how consumer preferences have evolved and what brands need to know to effectively engage with today’s health-conscious audience. Additionally, Vero’s Data & Insights team analyzed data from Google searches and social media discussions from 2018 to 2022 to offer a comprehensive view of these changes.

According to our survey, 46.3% of consumers said they were interested in changing their eating habits and 43.4% of consumers had improved their knowledge of healthy food, post-pandemic foods. For many, the coronavirus pandemic has served as a wake-up call for people to recognize the importance of a strong immune system and adopt a healthy lifestyle and products.

Additionally, Vietnam’s evolving food habits have made consumers more aware that healthy eating goes beyond maintaining or losing weight. Staying physically fit and nurturing good mental health are also important outcomes of eating healthy.

For brands to address consumers’ evolving needs and demands in food, message tactics centered solely on staying “physically fit” no longer resonate. Instead, brands should focus on feel-good, emotionally driven content. Promoting food now involves embodying the principles of holistic wellness in both products and marketing.


Download the full white paper for free here.
Vietnam eating habits