Aligning Vietnamese products with evolving consumer trends

As consumer tastes and shopping habits continue to evolve, bringing Vietnamese enterprises closer to consumers has become increasingly important in the context of deepening integration.

This connection not only enhances the competitiveness of domestic goods but also helps expand market access for local businesses, particularly small and medium-sized enterprises.

Consumers shop for Vietnamese confectionery products at a supermarket in Tam Hiep ward, Dong Nai province. Photo: Lam Phuong.

Consumer trends undergoing significant shifts

As the consumer market transitions from a focus on “price and convenience” to “trust, quality and responsibility,” survey data in 2026 not only reflects purchasing behavior but also reveals bigger changes in the competitive landscape for Vietnamese enterprises.

In March 2026, the High-Quality Vietnamese Goods Business Association announced the results of its annual survey on high-quality Vietnamese goods. The survey, conducted from September 2025 to January 2026, combined direct interviews

with consumers and retail points across eight provinces and cities, including Hanoi, Ho Chi Minh City, Da Nang, Can Tho, Hai Phong, Gia Lai, Dong Nai, and Dong Thap, alongside a nationwide online survey. This year’s survey involved nearly 22,000 consumers and more than 4,000 retail outlets.

Nguyen Van Phuong, a representative of the association and head of the survey team, noted that domestic enterprises continue to regard the local market as a strategic foundation. However, this comes with new expectations from consumers, who are becoming more cautious in spending while demanding higher standards in quality, safety, transparency, and brand credibility.

In the food sector, factors such as safety, traceability, and quality certification are increasingly influential in purchasing decisions. Meanwhile, for non-food products, durability, functionality, user safety, and after-sales service stand out as key criteria.

“Notably, this year’s survey has incorporated criteria related to green products and green distribution channels, providing early indications of the growing link between market trust and sustainable development requirements,” Phuong emphasized.

Nguyen Viet Hong, Chairman and General Director of Vina Technological Science Development Joint-Stock Company, a company specializing in anti-counterfeiting solutions, said consumer trends are changing significantly. Consumers now prioritize products with clear origins, anti-counterfeit labels, and traceability. This challenge is forcing enterprises to improve product quality, enhance transparency, and invest seriously in anti-counterfeiting solutions. This transformation reflects how the market is shifting toward a healthier, more sustainable direction.

Consumers shop for agricultural products at a supermarket in Long Hung ward. Photo: Lam Phuong.

Enterprises strive to reinvent themselves

In response to changing consumer preferences, domestic enterprises, particularly local firms, have proactively upgraded product quality, improved designs and packaging, and diversified distribution and retail channels to bring their products closer to consumers.

Le Trung Hieu, Deputy Director of Nga Bien Import-Export Co., Ltd. in Xuan Hoa commune, said the company aims to elevate its brand by integrating distinctive local cultural elements. In parallel, it has focused on brand storytelling and image-building through trade promotion activities, business networking within and beyond the province, and e-commerce expansion.

Similarly, Dang Tuong Khanh, Director of Trong Duc Cocoa Co., Ltd. in Phu Hoa commune, shared that the company prioritizes the development of sustainable raw material areas while investing in modern production technologies and processing lines to improve efficiency and meet customer demand. This approach has enabled the firm to build a sustainable value chain, from seed selection to final product distribution, particularly for its OCOP (One Commune One Product) items, including five-star nationally recognized products such as pure cocoa powder and 3-in-1 cocoa powder.

Phuong added that survey findings clearly show consumers are becoming more discerning, with higher expectations for transparency and quality. As a result, domestic enterprises must not only improve products but also standardize processes, ensure information transparency, and build long-term trust.

Technology is also making it easier for consumers to trace product origins and verify authenticity. With smartphones and internet access, consumers can now check the authenticity of products in just a few simple steps: scanning QR codes to access detailed information on origin, production processes, and distribution, or using SMS verification services. Each product is assigned a unique identification code, helping to ensure full transparency throughout its journey from manufacturer to consumer.

Nguyen Viet Hong, Chairman and CEO of Vina CHG Technology Development JSC.

By Lam Phuong – Translated by M.Nguyet, Minho