Vietnamese brands make early push into mooncake market

With about two months to go before the Mid-Autumn Festival, mooncake stalls have already appeared along major roads, in densely populated areas, and at supermarkets across Dong Nai City.

Consumers choose mooncakes at a stall near the Tan Phong intersection in Tam Hiep ward. Photo: Hai Quan

In particular, many Vietnamese brands have set up mooncake stalls early this year to promote their products, increase brand exposure, and attract consumers.

A wide range of designs and price segments

The mooncake market is already offering a wide range of products and designs this year. Most of the stalls that have opened so far feature familiar domestic brands such as Kido, Bibica, Nhu Lan, Huu Nghi, and Kinh Do.

Vu Van Luu, who runs a Kido mooncake stall near Tan Phong roundabout in Tam Hiep ward, said the stall began selling mooncakes in the middle of the sixth lunar month. Prices have remained relatively stable. Baked mooncakes are priced at VND66,000-185,000 each, depending on the filling, size, and number of egg yolks, while snow-skin mooncakes range from VND57,000 to VND72,000 each.

According to Luu, Kido has introduced a number of new products this year, featuring eye-catching and elegant designs at competitive prices, making them suitable for use as gifts. Its My Vi line, in particular, is priced at VND300,000-1.3 million per box. The brand has also introduced a new line featuring green, environmentally friendly packaging.

Similarly, Le Thi Huong, who runs a Bibica mooncake stall in Trang Dai ward, said her stall began selling products toward the end of the sixth lunar month. Bibica's mooncakes come in a wide range of varieties and designs, from affordable to premium lines. Baked mooncakes are priced at VND62,000-145,000 each, depending on the type and number of egg yolks, while snow-skin mooncakes range from VND54,000 to VND82,000 each. Among the premium offerings are the De Nguyet and Phu Quy Doan Vien lines, priced at VND1.6-2.6 million per box of eight. Their premium fillings include abalone, shark fin, cheese-stuffed prawns, and spicy satay scallops.

Meanwhile, many supermarkets across the city have drawn up business plans and allocated space for mooncake stalls. Do Doan Thanh, marketing manager at Co.opmart Dong Xoai in Binh Phuoc ward, said a mooncake stall in leased space at the supermarket began operating at the beginning of this week. Major domestic brands such as Bibica, Kinh Do, and Nhu Lan have set up stalls there to serve local consumers about 1.5 months ahead of the Mid-Autumn Festival.

Mooncake supplies up 10-15%

Market observations show that many supermarkets, distributors, and mooncake stalls across the city have proactively contacted companies and organizations seeking to place large orders early. This allows them to plan their supplies and ensure sufficient stock for the season.

Le Van Hong, Director of GO! Dong Nai supermarket in Long Hung ward said the supermarket had begun selling mooncakes at its stalls, with preparations expected to be completed this week. The products mainly include the supermarket's private-label mooncakes and those from brands such as Kinh Do, Huu Nghi, and Bibica. Its mooncake stock this year is up around 10-15% compared with last year's Mid-Autumn Festival season.

Many supermarkets, distributors, and mooncake stalls are expected to offer discounts on bulk purchases to stimulate demand and attract customers.

Le Duc Thuan, Director of Lotte Mart Dong Nai in Long Binh ward, said the supermarket had begun selling its private-label mooncakes. It will also continue to offer products from major brands such as Kinh Do and Bibica. The supermarket's mooncake stalls will serve both retail customers and bulk buyers, including corporate and institutional customers. The supermarket expects its mooncake stock this year to increase by around 15% compared with last year's Mid-Autumn Festival season.

Similarly, Vu Van Luu said his stall had stocked significantly more mooncakes at the beginning of this year's season than at the same time last year. So far, the stall has received about 45% of the mooncakes planned for the season. Demand has been relatively strong in the first days of sales, with many individual customers coming to browse and make purchases. Meanwhile, a number of companies and business partners have contacted the stall to place orders early.

By H. Quan – Translated by M.Nguyet, Minho