Decision Lab F&B Trends in Vietnam 2023

Vietnam's economy is going through hardships, which is also reflected in consumers' tendency to save more. The F&B sector is currently not a prioritized consumption area for consumers.

However, restaurants and cafes can still find opportunities in:

1. Targeting high-income consumers and people living in Hanoi and HCMC. Having shops in supermarkets or malls to increase consumer visits.

2. Offering attractive promotions and discounts and focusing on the tastiness of their food and drink to keep customers spending more.

3. Creating more touchpoints with customers besides dine-in through takeaways, deliveries, and food delivery apps.