For breakfast, Vietnamese consumers have traditionally enjoyed many options, such as fried rice, sticky rice, pho (broth containing rice noodles, meat and herbs), bun bo Hue (spicy Vietnamese soup associated with the city of Hue) and banh mi (baguette-like bread with savoury filling). Those kinds of food are very popular and considered convenient in Vietnam.
While adults have a host of options for breakfast, children need parents to prepare a proper breakfast with sufficient nutrition. Now that the Vietnamese have greater exposure and access to children’s breakfast cereals, parents are increasingly choosing them for convenience and nutrition.
Prior to 2020, the Vietnamese were already increasingly associating breakfast cereals with health benefits because they perceive that cereal is good for weight control, beauty care and healthy living generally. Health consciousness had been increasing in Vietnam due to improvements in living standards, wider exposure to related information through the internet and social media and concerns about food safety.
Two international companies, Nestlé Vietnam and Kellogg, continued to characterise breakfast cereals in 2020. International players logically lead in this category as breakfast cereal is not traditionally consumed and is only just gaining more popularity – mostly in urban areas.
As hot cereals had a negligible presence in 2020, the pandemic did little to dampen its prospects. However, some outstanding brands from both international and domestic players were available in the marketplace, including Quaker’s with Quaker Instant Oats and Tan Nhat Huong with Choys West Meet East instant cereal.
Over the forecast period, breakfast cereals are expected to benefit from greater shelf space and price promotions such as combos or gifts with drinking milk products including Oatta and Calbee, which will help consumers unaccustomed to these products understand that they are consumed with milk. Price promotions will also help encourage cash-strapped consumers to try these products as disposable incomes are set to drop in the aftermath of the pandemic.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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