Although the COVID-19 pandemic did not have a negative impact on demand for savoury snacks generally, the uncertain and somewhat unfavourable economic environment that remained in effect throughout 2020 and into 2021 led many of the category’s leading manufacturers to remain highly cautious about investing in marketing activities. The fact that sales of savoury snacks remained fairly robust during 2021 despite the impact of the COVID-19 pandemic combined with the difficult trading environment that has prevailed since the onset of the COVID-19 situation to discourage savoury snacks brands from committing resources to above-the-line marketing activities, in particular.
Targeting at-home consumption remained a very important aspect of the activities of the leading players in savoury snacks during 2021. While the impact of the COVID-19 pandemic on demand for savoury snacks has been complex and multifarious, one particularly clear trend to have emerged from the situation is that the vast majority of Vietnamese people have been spending far more of their time at home than they were prior to the onset of the COVID-19 situation.
2021 saw traditional grocery retailers remain the leading distribution channel for savoury snacks. This makes sense as traditional grocery retailers are virtually ubiquitous in residential and commercial districts throughout the country.
Rice snacks was the most dynamic category of savoury snacks in 2020, a reflection of the centrality of rice to the Vietnamese diet and the increasingly wide range of tasty and attractive options available in this category. With demand for rice snacks expected to remain robust during the forecast period, new players are slated to enter the category, while the incumbent leaders are likely to respond by launching new products and brands.
Vietnamese consumers are expected to become increasingly health-conscious during the forecast period, a trend which has the potential to present serious challenges to savoury snacks. Vietnamese people are becoming increasingly concerned about the importance of maintaining a healthy daily diet for good overall health.
Puffed snacks remained the largest category of savoury snacks by volume in 2021 and this is expected to remain the case throughout the forecast period. Puffed snacks are among the most traditional of savoury snacks in Vietnam and the leading brands have a long history in the country and strong consumer loyalty among the population.
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Understand the latest market trends and future growth opportunities for the Sweet and Savoury Snacks industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sweet and Savoury Snacks research and analysis database.
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