Young adults are key consumers for the instant noodles category. This consumer group is less fixed in their consumption habits than their older counterparts and displays a greater desire to experiment with novel products and flavours.
According to the Vietnam Household Living Standards Survey 2020, conducted by the General Statistics Office, Vietnamese people are consuming less rice than previously. While this is a threat to overall rice consumption, it may mean that rice becomes less commoditised and consumers are more willing to trade up to higher quality products, including packaged products, when they do choose to eat rice.
Although the rice, pasta and noodles category is led by a few large players, a number of players, including both local and international companies, are present. Existing companies have their own advantages in specific regions, which they will need to exploit and maintain in order to survive in the forecast period.
Imported flavours are often popular in the Vietnamese market, particularly those from other Asian culinary traditions, such as Korean food and Japanese food. The forecast period is likely to see greater integration of these imported foods, and Vietnamese consumers are set to become more familiar with their taste.
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Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.See All of Our Definitions
This report originates from Passport, our Rice, Pasta and Noodles research and analysis database.
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