Food and beverage market heats up as Lunar New Year approaches

With less than a month to go until the Lunar New Year of Binh Ngo 2026, the market for beverages and confectionery products for the holiday season has begun to heat up. Supermarkets, markets, distributors, and retail stores are entering the peak business period for these items.

Customers shop for beverages at GO! Dong Nai after the opening ceremony. Photo: Hai Quan

Boosting stockpiles for Tet Holiday

Supermarkets and distributors have proactively increased their stockpiles of confectionery, jams, and beverages ahead of the Lunar New Year. In particular, many supermarkets and agencies have set up dedicated sections for beverages, confectionery, food, and traditional Tet treats. The supply volume of many items is expected to rise by around 20-30%.

Le Van Hong, Director of GO! Dong Nai (in Long Hung Ward), said that the supermarket expects its supply volume for this year’s Tet season, especially confectionery, jams, and beverages, to increase by about 25-30% compared to the same period last year. These products are displayed in separate, well-organized areas, offering a wide range of choices in both products and prices.

Similarly, Vo Thanh Lan, Director of Co.opmart Dong Phu (Dong Phu Commune), said that the supermarket has proactively secured and stockpiled goods for the Tet season, including confectionery, jams, and beverages, for about a month now. The stock volume of these items has increased by 30% compared to the previous Lunar New Year.

Minh Chau, a resident of Tam Hiep Ward, shared that this year, shelves and counters selling confectionery, jams, and beverages in supermarkets have been set up early with a wide variety of designs, especially spring-themed packaging and gift combos for Tet. These gift sets are designed in an elegant, attractive way, particularly those from Vietnamese brands.

According to a market survey of various retailers and supermarkets, prices for beer and soft drinks remain stable compared to regular days. Popular beer brands, including Heineken, Tiger, Budweiser, and Saigon Beer, are priced between VND 270,000 and VND 460,000 per 24-can case, depending on the specific variety and exclusive promotions. Meanwhile, soft drinks, energy drinks, and various bottled teas range from VND 130,000 to VND 250,000 per case. …

Cookie and biscuit boxes are widely available at VND 100,000 to VND 400,000, with prices varying by quality and packaging (paper or tin boxes). Candy assortments are priced between VND 50,000 and VND 200,000 per box, while traditional jams, nuts, and dried fruits typically cost VND 50,000 to VND 200,000 per unit, depending on weight and packaging type.

 Buying demand begins to pick up

Currently, consumer demand for confectionery, candied fruits, and beverages is rising sharply. Many supermarkets and convenience stores are launching a range of promotional and discount programs for these products during the Tet peak season.

Nguyen Quoc Minh, Director of Co.opmart Dong Xoai (in Binh Phuoc Ward), said that under the overarching theme “Come to Co.op and bring Tet home,” the Saigon Co.op system in general and Co.opmart Dong Xoai in particular have launched a promotion campaign lasting 59 consecutive days, divided into four major phases in line with Tet shopping trends. Accordingly, many essential and Tet-related items are being offered at deep discounts, with major promotions applied to products ranging from fresh food, confectionery, and soft drinks to household goods, garments, and personal care products.

Specifically for confectionery, jams, and beverages, stockpiles have increased by about 20% compared to Tet 2025, and supply during the Tet peak period is expected to double compared to regular days.

Vo Thanh Lan added that at present, the number of customers visiting Co.opmart Dong Phu to shop for confectionery, jams, and beverages has increased by about 50 percent compared to regular days. Among these, products from Vietnamese brands are attracting strong interest and are being chosen by many consumers.

Compared to supermarkets and convenience store chains, which began increasing their stockpiles of beer, soft drinks, confectionery, and jams early, many small traders and grocery shops remain cautious. Rather than placing large orders, these retailers are adjusting their inventory to match actual market demand, maintaining a balanced supply.

Truong The Hung, Head of the Bien Hoa Market Management Board (in Tran Bien Ward), said the market is expected to allocate 20 dedicated stalls for Tet-related goods, with more than half selling confectionery and jams. The market will coordinate with relevant authorities to strengthen inspections and raise awareness among traders about price listing, food safety, and the origin and traceability of goods, especially during the upcoming Tet peak season.

 By Lam Phuong – Translated by Thu Cuc, Minho