Consumer Goods

Asia’s rapid growth continues the expansion of retail consumption. Local brands still dominate the market, but as growth in developed economies decrease and e-commerce expands, international companies must diversify their market presence to keep growing.

Vietnam offers one of the most promising markets for FMCG brands in the ASEAN region, due to higher living standards, stable currency development over 5 years and a demand for high quality products.

The effects of increased income can be seen especially in the Food & Beverage (F&B) segment where health (food safety, organic & all-natural foods) is a growing consideration.

Modern trade (20%) and E-commerce (5%) make up 25% of the retail space with the rest belonging to Traditional trade channels (75%). However, almost all growth happens in the first two channels.

Vietnam’s FMCG space is still highly fragmented where some segments have started to see an increasing battle for market shares – knowing how to steer clear of competition and maximize reach is key to succeed in the market. TBRC has worked with several international brands in the FMCG industry and has a diversified team of international and local professionals. We help our customers understand cultural habits, underlying market trends and the competitive space to support in shaping a business strategy that fits both market and company!

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