Competitive Landscape
Nestlé and Mars Maintain Leadership Amid Limited Share Movement
Chocolate confectionery in Vietnam is set to remain relatively concentrated in 2026, with Nestlé Vietnam and Mars Vietnam each holding a 13% value share. Their combined position has remained broadly stable over the last five years.
Premium Brands Create Opportunities beyond the Mainstream
While overall shares remain stable, premium-focused local brands are strengthening their presence in high-value niches. Maison Marou and Alluvia are among the strongest examples, although their success is driven more by value growth and brand visibility than by substantial share gains.
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Overview:
Understand the latest market trends and future growth opportunities for the Chocolate Confectionery industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Chocolate Confectionery industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Chocolate Confectionery in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Chocolate Confectionery in Vietnam?
- Which are the leading brands in Chocolate Confectionery in Vietnam?
- How are products distributed in Chocolate Confectionery in Vietnam?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Chocolate Confectionery?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Vietnam?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Chocolate Confectionery in Vietnam - Category analysis
Key Data Insights
Chocolate Confectionery Summary
Chocolate Confectionery Benefits From Expanding Consumption Occasions
Affordability Remains Central to Chocolate Confectionery Growth
Local Flavours Strengthen Cultural Relevance and Product Differentiation
Affordability Set to Anchor Volume While Premium Formats Drive Value
Local Cocoa Provenance Expected to Support Premium Positioning
Occasion-Driven Consumption to Create New Growth Opportunities
Nestlé and Mars Maintain Leadership Amid Limited Share Movement
Premium Brands Create Opportunities beyond the Mainstream
Supermarkets and Hypermarkets Anchor Mainstream Chocolate Sales
Café-Retail Hybrids and Tourist Locations Support Premium Local Chocolate
E-Commerce Expands Gradually but Remains Supplementary
Health-Conscious Formulation and Sustainable Sourcing Drive New Product Development
Seasonal Gift Collections, Dark Chocolate Launches and Format Expansion Mark Recent Innovation
Product Innovation Strengthens Margin Structure and Extends Competitive Differentiation
Snacks in Vietnam - Industry Overview
2026 Developments
Key Data Insights
Mondelez Kinh Do Advances Wellness Snacking
Orion Drives Demand through Value-Focused Innovation
Local Heritage Strengthens Consumer Connection
Value Engineering and Wellness-Led Launches Set to Sustain Growth
Savoury Snacks Expected to Retain Scale While Ice Cream Gains Momentum
Intensifying Competition Projected to Raise Pressure
Affordable Challengers Gain Ground as Established Players Maintain Leadership
Aice Disrupts through Affordability and Distribution Reach
Small Local Grocers Remain Dominant Despite Gradual Shift Towards Modern Retail
Meiyijia’S Franchise Model Reshapes the Modern Retail Mix
E-Commerce Drives Awareness but Lags in Transaction Volume
Functional Ingredients and Value Engineering Lead Product Development
New Flavours and Acquisitions Expand the Innovation Pipeline
Business Dynamics Shift as Competition and Expectations Intensify
Country Reports Disclaimer
The following categories and subcategories are included:
Chocolate Confectionery
- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
Chocolate Confectionery
This is the aggregation of tablets, countlines, chocolate pouches and bags, boxed assortments, seasonal chocolate, chocolate with toys, and other chocolate confectionery. Nuts and fruits covered in chocolate are included in this category. Note that chocolate overtly positioned for baking/cooking purposes is excluded from Euromonitor International's confectionery coverage.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Chocolate Confectionery research and analysis database.
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