Executive Summary

Aug 2019
PROSPECTS
Recently entered players offering affordably priced quality give tablets traction

Although chocolate confectionery is stably growing, tablets saw the fastest value growth in 2019. More new international and local players entered this category over the review period, boosting sales.

Higher disposable incomes boost sales of premium products

A wide age range of consumers enjoy the taste of chocolate, and this helps chocolate confectionery attract customers of different income levels. Chocolate confectionery benefits from the fact that Vietnamese consumers are accustomed to consuming chocolate in both food and beverages.

Chocolate confectionery players go all out to capitalise on Valentine Day

Every year chocolate confectionery players invest more in seasonal launches, especially within boxed assortments and tablets. These are often promoted with elaborate displays during the Tet (Lunar New Year) and Valentine Day season, when sales of chocolate confectionery and other snacks such as sugar confectionery and sweet biscuits peak.

COMPETITIVE LANDSCAPE
International brands may lose an advantage, as local players make headway

International brands still account for the highest share of chocolate confectionery sales in Vietnam, largely because imported chocolate products have penetrated the country widely over recent decades in line with the ongoing westernisation trend. It is also true that the majority of chocolate confectionery brands that retailers carry are international ones, with second-ranked domestic brand Belcholat being an exception.

With improved quality and image, domestic brands like Marou are gaining traction

While international players hold most of the leading positions within chocolate confectionery, Vietnamese consumers are increasingly determined to support domestic products. This has been encouraged by the appearance of high-quality locally produced brands as Marou (Marou Chocolate).

Distributors have wide leeway to determine what products to carry and promote

In Indonesia, chocolate confectionery is mostly sold through distributors without the benefit of above-the-line marketing activities. Only KitKat (Nestlé Vietnam) advertises on TV and that investment leverages on the whole Nestlé portfolio, which benefits in Vietnam from regular marketing activities.

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Chocolate Confectionery in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Chocolate confectionery industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Chocolate confectionery industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Chocolate confectionery in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Chocolate confectionery in Vietnam?
  • What are the major brands in Vietnam?
  • What are market opportunities for health and wellness minded dark chocolate?
  • What are market opportunities for ethically sourced chocolate?
  • How might increasingly volatile cocoa bean commodity prices impact retail prices and sales performance?

Why 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 industry report originates from Passport, our Packaged Food market research database.

Chocolate Confectionery in Vietnam - Category analysis

HEADLINES

PROSPECTS

Recently entered players offering affordably priced quality give tablets traction
Higher disposable incomes boost sales of premium products
Chocolate confectionery players go all out to capitalise on Valentine Day

COMPETITIVE LANDSCAPE

International brands may lose an advantage, as local players make headway
With improved quality and image, domestic brands like Marou are gaining traction
Distributors have wide leeway to determine what products to carry and promote
Summary 1 Other Chocolate Confectionery by Product Type: 2019

CATEGORY DATA

Table 1 Sales of Chocolate Confectionery by Category: Volume 2014-2019
Table 2 Sales of Chocolate Confectionery by Category: Value 2014-2019
Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
Table 5 Sales of Chocolate Tablets by Type: % Value 2014-2019
Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2015-2019
Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2016-2019
Table 8 Distribution of Chocolate Confectionery by Format: % Value 2014-2019
Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2019-2024
Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2019-2024
Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2019-2024

Packaged Food in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Food safety concerns, expanded distribution, and improved disposable income are among a host of reasons why packaged food sales were thriving in 2019
Premium products not only perform well, but often drive growth of entire categories
In a highly fragmented market, the top 15 players and the artisanal value shares account for the lion’s share of market value sales
Convenience store expansion beyond major urban areas continues to boost demand for packaged food brands and products given more exposure
There are myriad reasons to be optimistic about continued strong value growth

FOODSERVICE

Sales to Foodservice
In an intensely competitive environment packaged food players strive to increase volume sales and brand image
International packaged food providers to foodservice, especially to major chains, have advantages by having global partnerships and in view of concerns over food safety and demand for higher-quality ingredients
Smaller independent foodservice players such as street stall operators tend to purchase their cooking ingredients from retailers/wholesalers rather than from manufacturers
Consumer Foodservice
Improved economy and societal/lifestyle changes drive Vietnamese to eat out more often
Street food is a popular tradition that continues to attract locals as well as tourists, driven by articles on the internet touting its many delights and delicacies
Foodservice restaurants entice younger, more adventurous consumers with various decorations and themes
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 2 Research Sources