Sweet Biscuits, Snack Bars and Fruit Snacks in Vietnam

Sweet Biscuits, Snack Bars and
Fruit Snacks in Vietnam

Euromonitor International
September 2020
SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN VIETNAM Passport i
LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2020 IMPACT ............................................................................................................................... 1
Changes to buying patterns during COVID-19 are short-lived as key retailers remain open .... 1
Sweet biscuits and fruit snacks benefit as COVID-19 accelerates the demand for indulgence
and healthier snacks ................................................................................................................. 1
Strong government support for “local” trend increases pressure on international brands ......... 2
RECOVERY AND OPPORTUNITIES .......................................................................................... 2
Health and wellness is set to boost sales growth as manufacturers heed consumer demand
trends ........................................................................................................................................ 3
Manufacturers set to look to numerous innovation strategies to raise sophistication of supply
and demand .............................................................................................................................. 3
Gifting set to return as A major sales driver as the country leaves COVID-19 behind .............. 4
CATEGORY DATA ....................................................................................................................... 4
Table 1 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Volume 2015-2020 ....................................................................................... 4
Table 2 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Value 2015-2020 .......................................................................................... 4
Table 3 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Volume Growth 2015-2020 .......................................................................... 5
Table 4 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Value Growth 2015-2020 ............................................................................. 5
Table 5 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit
Snacks: % Value 2016-2020 ........................................................................ 6
Table 6 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks:
% Value 2017-2020...................................................................................... 6
Table 7 NBO Company Shares of Sweet Biscuits: % Value 2016-2020 ................... 7
Table 8 LBN Brand Shares of Sweet Biscuits: % Value 2017-2020 .......................... 8
Table 9 NBO Company Shares of Fruit Snacks: % Value 2016-2020....................... 9
Table 10 LBN Brand Shares of Fruit Snacks: % Value 2017-2020 ............................. 9
Table 11 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by
Format: % Value 2015-2020 ........................................................................ 9
Table 12 Distribution of Sweet Biscuits by Format: % Value 2015-2020 ................... 10
Table 13 Distribution of Fruit Snacks by Format: % Value 2015-2020 ...................... 11
Table 14 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by
Category: Volume 2020-2025 .................................................................... 11
Category: Value 2020-2025 ....................................................................... 12
Category: % Volume Growth 2020-2025.................................................... 12
Category: % Value Growth 2020-2025....................................................... 13
© Euromonitor International
SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN VIETNAM Passport 1
SWEET BISCUITS, SNACK BARS AND

FRUIT SNACKS IN VIETNAM
KEY DATA FINDINGS
▪ Buying patterns remain largely unchanged during COVID-19 as key retailers remain open in
2020
▪ In 2020 retail sales grow by 10% in current value terms and 5% in volume terms to reach
VND11.8 trillion and 115,900 tonnes
▪ Chocolate coated biscuits sees the highest retail current value sales growth of 14% in 2020
▪ The average retail current unit price rises by 6% in 2020
▪ Mondelez Kinh Do Vietnam leads in 2020 with a 21% retail value share
▪ A 13% retail current value CAGR (9% 2020 constant value CAGR) is expected over the
forecast period
2020 IMPACT
Changes to buying patterns during COVID-19 are short-lived as key

retailers remain open
As Vietnam coped efficiently with the Coronavirus (COVID-19) outbreak, lockdown is not
perceived to have had a strong lasting impact on the category. While grocery retailers remained
open, lockdown did encourage consumers to limit their visits to the shops, thereby encouraging
a level of stockpiling in the short term. However, buying patterns are unlikely to have been
significantly impacted. The consumption of sweet biscuits and fruit snacks has benefited from
home seclusion, as adults working from home and children away from school looked for snacks
to while away long hours in the home. The accessibility of physical grocery retailers minimised
the need to shift to e-commerce, which remained a very marginal channel in sweet biscuits,
snack bars and fruit snacks. Both fruit snacks and sweet biscuits are expected to see strong
retail volume and current value growth over 2020 as a whole. Retail volume growth is set to
slow in 2020, although this forms part of a trend visible through the review period. Meanwhile,
the potential emergence of snack bars is predicted to have been set back by the global
pandemic, as the demand for these highly convenience-based, yet unfamiliar, products is
weakened by home seclusion and the reduced need for on-the-go consumption.
Sweet biscuits and fruit snacks benefit as COVID-19 accelerates the

demand for indulgence and healthier snacks
Heightened health awareness during COVID-19 is likely to have enhanced the association
between fruit snacks and health and wellness. This consolidates the review period trend, which
saw players introduce new natural and/or fortified added-value fruit snacks. In fruit snacks,
which is dominated by domestic producers, players have changed their production technology to
offer air-dried/flash-frozen or vacuum-dried products instead of traditional fried versions. For
example, the leading player, Vinamit, offers a wide selection of vacuum-dried and cold-dried
bananas. However, the residually strong demand for sweet biscuits suggests that indulgence
remained a key selling point during COVID-19, as consumers sought treats to help them cope
with home seclusion and related anxieties and stresses. Nonetheless, even in sweet biscuits,
local consumers can choose from a growing array of healthier products fortified with calcium
and/or vitamins. One possible casualty of COVID-19 is gifting, which became an increasingly
important sales driver in sweet biscuits, especially plain biscuits, towards the end of the review
period. However, heightened economic uncertainty and home seclusion are likely to have seen
consumers postpone or eschew the giving of gifts to family and friends, at least during the
lockdown period.
Strong government support for “local” trend increases pressure on

international brands
International players are expected to continue to dominate retail value sales of sweet biscuits
over 2020 as a whole. The leading player, Mondelez Kinh Do Vietnam, offers popular brands
like Cosy and Oreo, while other outstanding brands like Danisa (Mayora Indah) and Richeese
(Kaldu Sari Nabati Indonesia) are also owned by international players. Owners of international
brands also invest in above- and below-the-line marketing to raise awareness of their offerings.
This increasingly involves the use of social media to appeal to younger consumers. Many
Vietnamese consumers perceive imported sweet biscuits as better quality offerings, compared
with local products. However, there is an emerging trend for Vietnamese products, supported
strongly by government campaigns to stimulate local production and encourage consumers to
choose “local”. In addition, domestic manufacturers are investing in production and marketing to
change this consumer perception, which is expected to increase the pressure on international
brands in the short to medium term. As the country closed its borders during COVID-19, local
brands are likely to have gained some traction, as supply issues impacted on some international
brands.
Local players maintain a cutting edge through a wide presence and strong distribution in their
producer regions. For example, Huu Nghi Food is strong in northern areas, while Bibica is
strongest in southern regions. With their deep understanding of the tastes and needs of
consumers in their regions, local players are able to elicit strong support from retailers.
However, many local players continue to find it hard to expand their businesses and develop
wider distribution and familiarity beyond their regions. Nonetheless, they are gradually
overcoming this weakness through the use of modern technology and by listening closely to
consumers. Bibica is among the most advanced local players in the category in this regard, as it
tries to limit the need for import materials by improving production processes and capacity, and
expanding its presence in distribution channels.
Meanwhile, domestic manufacturers dominate fruit snacks in Vietnam. Leading players like
Vinamit, Nha Be Import Export and Quynh Anh Food specialise in producing dried fruit.
Processed fruit snacks sales are expected to remain negligible over 2020 as a whole, while
snack bars are absent. Local players have a significant advantage over foreign competitors
when it selling fruit snacks due to the country’s strong agricultural industry, which is supported
by the government. As Vietnam is rich in fruits of all types, local manufacturers have easy
access to large volumes of fruit. Their lower production and distribution costs also allow them to
offer fruit snacks at lower prices. In addition, the leading local producers invest in production
technology updates for fruit snacks, while leveraging a deep understanding of Vietnamese
consumers’ habits and preferences.
RECOVERY AND OPPORTUNITIES
Health and wellness is set to boost sales growth as manufacturers heed

consumer demand trends
Both sweet biscuits and fruits snacks are predicted to see strong retail volume and value (at
constant 2020 prices) growth through the forecast period. Health and wellness is expected to be
a key growth driver in the category. As the quality of life improves, consumers in Vietnam are
more aware of health issues and interested in leading healthier lifestyles, including eating and
drinking choices. The outbreak of COVID-19 is likely to have accelerated this trend in the
country. Manufacturers are expected to pay close attention to this trend. Thus, more organic
products are set to appear in fruit snacks, which is a snacks category that fits better with the
health and wellbeing trend. Vinamit, the leading player in fruit snacks, has also been developing
heat-drying processes to improve the nutritional content and benefits of its products. The player
is also set to invest more in the promotion and distribution of its organic fruit snacks. However,
the abundance of fresh fruit is also a disadvantage for fruit snacks players. Local consumers
regard fresh fruit as more natural, cheaper, tastier and better for health, which can limit the
appeal of dried fruit snacks containing sweeteners or preservatives.
In sweet biscuits, products with natural ingredients or fortified with nutrients are expected to
become increasingly popular, such as Lurich vegetable crackers fortified with vitamin E and
fibre. However, the prices of such products are higher than those of regular products, which
limits the demand among a price-sensitive consumer base. More time and investment in
marketing and promotion is required before health-orientated sweet biscuits become popular in
the market. The sooner the country shakes off the economic effects of the global pandemic, the
easier it will be for manufacturers to push their healthier versions to consumers.
Manufacturers set to look to numerous innovation strategies to raise

sophistication of supply and demand
Over the forecast period, new flavour development is set to continue to be a key tool for
manufacturers, particularly for sweet biscuits like filled biscuits, chocolate coated biscuits and
wafers. Such development is important as Vietnamese consumers enjoy experiencing new
tastes. In addition, they are predicted to place more store on safe products with health benefits;
therefore, highlighting product origin, hygiene certifications and product reviews will build brand
trust and impact consumers’ choices. The growing focus on health and safety points to the
greater potential for products with natural flavours to win over consumers. Consumers’
purchasing decisions are also increasingly informed by packaging and labelling. Manufacturers
are expected to make greater use of packaging technology as the Vietnamese packaging
industry continues to develop. Packaging and labelling are increasingly being differentiated to
deliver particular messages in a particular context, such as flexible packaging for daily
consumption, tin boxes for gifting, and red packs for products intended for the T?t festival
market. However, in the forecast period, as the room for growth narrows, manufacturers will
need to look beyond new flavours and packaging for innovative sales drivers.
In order to increase the sophistication of Vietnamese consumers and make them more
adventurous, players could look to new ingredients and product textures. Similarly,
manufacturers may focus more on new products geared towards different consumption
occasions. Sweet biscuits is likely to receive special attention from manufacturers. For example,
Nabati (Kaldu Sari Nabati Indonesia) is presented in small packs for single-serve occasions,
bigger packs for sharing and boxes for gifting. Similarly, Mondelez Kinh Do Vietnam has made
Cosy available in numerous pack sizes to expand possible consumption occasions. More
players are likely to follow their examples. Manufacturers are also focused on large-scale
marketing activities to promote sales on major occasions, such as T?t and other festivals, or to
push other snacking occasions, such as at school break times. These approaches aim to move
sales beyond impulse purchases and provide consumers with more consumption occasions.
Gifting set to return as A major sales driver as the country leaves

COVID-19 behind
While taking a back seat during COVID-19, gifting remains highly popular among Vietnamese
consumers. Within sweet biscuits, players have tended to focus on plain biscuits, which is often
favoured for gifting. Indeed, during the T?t season, plain biscuits in boxed assortments is a
highly popular gift option. Mayora Indah (Danisa), Mondelez (Cosy), Bien Hoa Confectionery
(Goody) and Orion Food Vina (Goute) all run promotions to create sampling opportunities and
trial purchases, and develop special store displays for their brands over the T?t festivities. They
are also investing in convenient and attractive pack types/sizes with appropriate messages to
appeal to givers and receivers over holiday seasons. This is predicted to see more attention on
higher-value packaging like tins and paper-based containers over plastic bags, for example.
Moreover, as consumers are keen to buy premium products when looking for a special gift
option, manufacturers tend to set higher prices, often aggressively so, during gifting seasons.
Gifting is expected to continue to provide a fillip to sales of sweet biscuits over the forecast
period, particularly during the main T?t season.
CATEGORY DATA
Table 1 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume
2015-2020
'000 tonnes
2015 2016 2017 2018 2019 2020
Fruit Snacks 1.9 2.1 2.3 2.6 2.8 3.1

- Dried Fruit 1.9 2.1 2.3 2.6 2.8 3.1
- Processed Fruit Snacks - - - - - -
Snack Bars - - - - - -
- Cereal Bars - - - - - -
- Protein/Energy Bars - - - - - -
- Fruit and Nut Bars - - - - - -
- Other Snack Bars - - - - - -
Sweet Biscuits 84.2 90.4 96.6 102.3 108.0 112.8
- Chocolate Coated 1.0 1.1 1.1 1.2 1.3 1.3
Biscuits
- Cookies 7.0 7.5 8.0 8.4 8.9 9.3
- Filled Biscuits 27.8 29.7 31.5 32.7 33.7 34.7
- Plain Biscuits 30.0 32.3 34.7 37.4 40.6 43.4
- Wafers 18.4 19.8 21.3 22.6 23.5 24.1
Sweet Biscuits, Snack 86.0 92.4 98.9 104.9 110.8 115.9
Bars and Fruit Snacks
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2015-
2020
VND billion
2015 2016 2017 2018 2019 2020
Fruit Snacks 332.3 377.2 428.9 497.5 602.0 679.7

- Dried Fruit 332.3 377.2 428.9 497.5 602.0 679.7
Sweet Biscuits 6,328.6 6,950.9 7,733.7 8,716.8 10,048.3 11,079.5
Biscuits
- Cookies 620.2 676.0 743.6 814.3 890.0 950.7
- Filled Biscuits 1,639.0 1,786.5 1,965.2 2,259.9 2,666.7 2,940.7
- Plain Biscuits 2,682.0 2,944.8 3,252.6 3,610.4 4,079.7 4,503.1
- Wafers 1,167.2 1,289.8 1,478.8 1,685.8 1,989.2 2,201.7
Sweet Biscuits, Snack 6,660.9 7,328.1 8,162.6 9,214.3 10,650.3 11,759.3
Table 3 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume
Growth 2015-2020
% volume growth
2019/20 2015-20 CAGR 2015/20 Total
Fruit Snacks 9.2 10.7 66.5

- Dried Fruit 9.2 10.7 66.5
- Processed Fruit Snacks - - -
Snack Bars - - -
- Cereal Bars - - -
- Protein/Energy Bars - - -
- Fruit and Nut Bars - - -
- Other Snack Bars - - -
Sweet Biscuits 4.4 6.0 34.0
- Chocolate Coated Biscuits 3.0 5.7 31.8
- Cookies 3.8 5.6 31.6
- Filled Biscuits 3.0 4.6 25.1
- Plain Biscuits 7.0 7.7 44.8
- Wafers 2.5 5.5 30.9
Sweet Biscuits, Snack Bars and Fruit 4.6 6.1 34.7
Snacks
Table 4 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value
Growth 2015-2020
% current value growth

2019/20 2015-20 CAGR 2015/20 Total
Fruit Snacks 12.9 15.4 104.5

- Dried Fruit 12.9 15.4 104.5
Snack Bars - - -
- Cereal Bars - - -
- Cookies 6.8 8.9 53.3
- Wafers 10.7 13.5 88.6
Snacks
Table 5 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: %
Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
Mondelez Kinh Do 21.2 21.2 20.9 20.6 20.6

Vietnam JSC
Mayora Indah Tbk PT 12.3 12.3 12.4 12.2 12.2
Kaldu Sari Nabati 9.9 10.1 10.0 10.1 10.1
Indonesia PT
Orion Food Vina Co Ltd 5.9 6.1 6.0 6.0 6.1
Bien Hoa Confectionery 5.0 4.9 4.8 4.6 4.5
Corp (Bibica)
Huu Nghi Food JSC 4.5 4.5 4.5 4.3 4.3
Mondelez International 4.2 4.2 4.1 4.2 4.1
Inc
Haiha Confectionery JSC 4.4 4.2 4.0 3.9 3.9
Hai Chau Confectionery 3.9 3.8 3.6 3.3 3.0
JSC
Vinamit JSC 2.8 2.4 2.5 2.5 2.7
Biscafun Confectionery Co 2.9 2.9 2.7 2.6 2.4
Meiji Holdings Co Ltd 2.1 2.1 2.1 2.1 2.1
Glico Dairy Products Co 0.6 0.6 0.6 0.6 0.6
Ltd
Nha Be Import Export Co 0.3 0.3 0.3 0.3 0.3
Hoang Gia Fruit Food JSC 0.3 0.3 0.3 0.2 0.2
Quynh Anh Food Co Ltd 0.2 0.2 0.2 0.2 0.2
Lotte Vietnam Co Ltd 0.1 0.1 0.1 0.1 0.2
San Nam Food Co Ltd 0.1 0.1 0.1 0.1 0.1
Kraft Foods Inc - - - - -
Kinh Do Corp - - - - -
Vinabico Confectionery - - - - -
JSC
Chipsgood Vietnam Co Ltd - - - - -
Others 19.3 19.7 20.7 22.1 22.3
Total 100.0 100.0 100.0 100.0 100.0
Table 6 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value
2017-2020
% retail value rsp

Brand (GBO) Company (NBO) 2017 2018 2019 2020
Cosy (Mondelez Mondelez Kinh Do 17.6 17.5 17.4 17.5

International Inc) Vietnam JSC
Danisa (Danish Mayora Indah Tbk PT 11.5 11.3 11.1 11.1
Speciality Foods ApS)
Richeese (Nabati Kaldu Sari Nabati 8.0 7.9 8.1 8.0
Group) Indonesia PT
Goute (Orion Group) Orion Food Vina Co Ltd 6.1 6.0 6.0 6.1
Huu Nghi Huu Nghi Food JSC 4.5 4.5 4.3 4.3
Oreo Mondelez International Inc 4.2 4.1 4.2 4.1
Hai Ha Haiha Confectionery JSC 3.6 3.4 3.3 3.4
Goody Bien Hoa Confectionery 3.7 3.6 3.4 3.4
Corp (Bibica)
Hai Chau Hai Chau Confectionery JSC 3.8 3.6 3.3 3.0
Vinamit Vinamit JSC 2.4 2.5 2.5 2.7
Biscafun (Quang Biscafun Confectionery Co 2.9 2.7 2.6 2.4
Ngai Sugar JSC)
Richoco (Nabati Kaldu Sari Nabati 2.1 2.0 2.0 2.1
Group) Indonesia PT
Cal Cheese Mayora Indah Tbk PT 0.8 1.0 1.1 1.1
Yan Yan Meiji Holdings Co Ltd 0.9 0.9 0.9 1.0
Goody Chips Bien Hoa Confectionery 1.0 1.0 0.9 0.9
Corp (Bibica)
Hello Panda Meiji Holdings Co Ltd 0.9 0.9 0.9 0.9
Pocky (Ezaki Glico Glico Dairy Products Co 0.6 0.6 0.6 0.6
Co Ltd) Ltd
Korento (Mondelez Mondelez Kinh Do 0.5 0.4 0.4 0.4
Nhabexim Nha Be Import Export Co 0.3 0.3 0.3 0.3
Lucky Meiji Holdings Co Ltd 0.3 0.2 0.2 0.3
Hoang Gia Foods Hoang Gia Fruit Food JSC 0.3 0.3 0.2 0.2
Quynh Anh Quynh Anh Food Co Ltd 0.2 0.2 0.2 0.2
Toppo (Lotte Group) Lotte Vietnam Co Ltd 0.1 0.1 0.1 0.2
San Nam San Nam Food Co Ltd 0.1 0.1 0.1 0.1
Chipsgood Chipsgood Vietnam Co Ltd - - - -
Cosy Kinh Do Corp - - - -
Good Choice Kinh Do Corp - - - -
Kinh Do Kinh Do Corp - - - -
Korento Kinh Do Corp - - - -
Oreo Kraft Foods Inc - - - -
Others Others 23.6 24.5 25.6 25.8
Total Total 100.0 100.0 100.0 100.0
Table 7 NBO Company Shares of Sweet Biscuits: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
Mondelez Kinh Do 22.3 22.4 22.1 21.9 21.9

Vietnam JSC
Mayora Indah Tbk PT 13.0 13.0 13.1 12.9 13.0
Kaldu Sari Nabati 10.5 10.6 10.6 10.7 10.7
Indonesia PT
Orion Food Vina Co Ltd 6.2 6.4 6.3 6.3 6.5
Bien Hoa Confectionery 5.3 5.2 5.1 4.8 4.8
Corp (Bibica)
Huu Nghi Food JSC 4.7 4.8 4.8 4.6 4.5
Mondelez International 4.4 4.4 4.4 4.4 4.4
Inc
Haiha Confectionery JSC 4.7 4.4 4.2 4.1 4.2
Hai Chau Confectionery 4.1 4.0 3.8 3.5 3.2
JSC
Biscafun Confectionery Co 3.1 3.0 2.9 2.7 2.6
Meiji Holdings Co Ltd 2.2 2.2 2.2 2.2 2.2
Glico Dairy Products Co 0.6 0.7 0.7 0.6 0.6
Ltd
Lotte Vietnam Co Ltd 0.1 0.1 0.2 0.2 0.2
Kraft Foods Inc - - - - -
Kinh Do Corp - - - - -
Vinabico Confectionery - - - - -
JSC
Others 18.7 18.7 19.8 21.0 21.2
Total 100.0 100.0 100.0 100.0 100.0
Table 8 LBN Brand Shares of Sweet Biscuits: % Value 2017-2020
% retail value rsp

Cosy (Mondelez Mondelez Kinh Do 18.6 18.5 18.5 18.6

Danisa (Danish Mayora Indah Tbk PT 12.1 12.0 11.8 11.8
Speciality Foods ApS)
Richeese (Nabati Kaldu Sari Nabati 8.4 8.4 8.6 8.5
Group) Indonesia PT
Goute (Orion Group) Orion Food Vina Co Ltd 6.4 6.3 6.3 6.5
Huu Nghi Huu Nghi Food JSC 4.8 4.8 4.6 4.5
Oreo Mondelez International Inc 4.4 4.4 4.4 4.4
Hai Ha Haiha Confectionery JSC 3.8 3.6 3.6 3.6
Goody Bien Hoa Confectionery 3.9 3.8 3.6 3.6
Corp (Bibica)
Hai Chau Hai Chau Confectionery JSC 4.0 3.8 3.5 3.2
Biscafun (Quang Biscafun Confectionery Co 3.0 2.9 2.7 2.6
Ngai Sugar JSC)
Richoco (Nabati Kaldu Sari Nabati 2.2 2.2 2.2 2.2
Group) Indonesia PT
Cal Cheese Mayora Indah Tbk PT 0.9 1.1 1.1 1.2
Yan Yan Meiji Holdings Co Ltd 1.0 1.0 1.0 1.0
Goody Chips Bien Hoa Confectionery 1.1 1.0 1.0 1.0
Corp (Bibica)
Hello Panda Meiji Holdings Co Ltd 1.0 1.0 0.9 0.9
Pocky (Ezaki Glico Glico Dairy Products Co 0.7 0.7 0.6 0.6
Co Ltd) Ltd
Korento (Mondelez Mondelez Kinh Do 0.5 0.5 0.4 0.4
Lucky Meiji Holdings Co Ltd 0.3 0.3 0.3 0.3
Toppo (Lotte Group) Lotte Vietnam Co Ltd 0.1 0.2 0.2 0.2
Cosy Kinh Do Corp - - - -
Good Choice Kinh Do Corp - - - -
Kinh Do Kinh Do Corp - - - -
Korento Kinh Do Corp - - - -
Oreo Kraft Foods Inc - - - -
Vinabico-Kotobuki Vinabico Confectionery JSC - - - -

Others Others 22.9 23.7 24.8 24.9
Total Total 100.0 100.0 100.0 100.0
Table 9 NBO Company Shares of Fruit Snacks: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
Vinamit JSC 53.6 45.4 45.4 45.1 45.9

Nha Be Import Export Co 5.9 6.0 5.6 5.0 4.6
Hoang Gia Fruit Food JSC 5.1 5.3 5.1 4.4 4.0
Quynh Anh Food Co Ltd 3.2 3.9 3.9 3.7 3.7
San Nam Food Co Ltd 2.2 2.2 2.1 1.8 1.6
Chipsgood Vietnam Co Ltd - - - - -
Others 29.9 37.1 37.9 40.0 40.2
Total 100.0 100.0 100.0 100.0 100.0
Table 10 LBN Brand Shares of Fruit Snacks: % Value 2017-2020
% retail value rsp

Vinamit Vinamit JSC 45.4 45.4 45.1 45.9

Nhabexim Nha Be Import Export Co 6.0 5.6 5.0 4.6
Hoang Gia Foods Hoang Gia Fruit Food JSC 5.3 5.1 4.4 4.0
Quynh Anh Quynh Anh Food Co Ltd 3.9 3.9 3.7 3.7
San Nam San Nam Food Co Ltd 2.2 2.1 1.8 1.6
Chipsgood Chipsgood Vietnam Co Ltd - - - -
Others Others 37.1 37.9 40.0 40.2
Total Total 100.0 100.0 100.0 100.0
Table 11 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value
2015-2020
% retail value rsp

2015 2016 2017 2018 2019 2020
Store-Based Retailing 99.9 99.9 99.9 99.4 98.5 97.1

- Grocery Retailers 99.9 99.9 99.9 99.4 98.5 97.1
-- Modern Grocery 10.2 10.8 11.5 12.6 13.7 14.9
Retailers
--- Convenience Stores 1.5 1.7 2.1 2.3 2.5 2.8
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 2.6 2.8 3.1 3.5 3.7 4.4
--- Supermarkets 6.1 6.2 6.3 6.7 7.5 7.7
-- Traditional Grocery 89.7 89.1 88.4 86.9 84.8 82.2
Retailers
--- Food/drink/tobacco 9.8 9.9 9.6 9.3 9.1 8.8

specialists
--- Independent Small 62.8 62.6 62.3 61.6 59.9 57.8
Grocers
--- Other Grocery 17.1 16.7 16.5 16.1 15.8 15.6
Retailers
- Non-Grocery Specialists - - - - - -
-- Health and Beauty - - - - - -
Specialist Retailers
-- Other Foods Non- - - - - - -
Grocery Specialists
- Mixed Retailers - - - - - -
Non-Store Retailing 0.1 0.1 0.1 0.6 1.5 2.9
- Vending - - - - - -
- Homeshopping - - - - - -
- E-Commerce 0.1 0.1 0.1 0.6 1.5 2.9
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 12 Distribution of Sweet Biscuits by Format: % Value 2015-2020
% retail value rsp

2015 2016 2017 2018 2019 2020

-- Modern Grocery 6.8 7.3 8.1 9.1 10.2 11.4
Retailers
--- Hypermarkets 2.2 2.4 2.6 3.1 3.2 3.6
--- Supermarkets 3.4 3.5 3.8 4.3 5.1 5.7
Retailers
--- Food/drink/tobacco 10.3 10.4 10.1 9.8 9.6 9.3
specialists
Grocers
--- Other Grocery 17.4 17.1 16.9 16.5 16.2 16.0
Retailers
Grocery Specialists
- Vending - - - - - -
- E-Commerce 0.1 0.1 0.1 0.6 1.5 2.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 13 Distribution of Fruit Snacks by Format: % Value 2015-2020
% retail value rsp

2015 2016 2017 2018 2019 2020

-- Modern Grocery 74.2 74.5 74.3 73.5 72.2 72.8
Retailers
--- Hypermarkets 11.1 11.3 11.6 11.5 11.4 17.7
--- Supermarkets 57.8 55.8 52.2 49.3 46.5 40.9
Retailers
--- Food/drink/tobacco - - - - - -
specialists
Grocers
--- Other Grocery 10.6 9.7 9.4 9.1 9.0 8.0
Retailers
Grocery Specialists
- Vending - - - - - -
- E-Commerce 0.0 0.0 0.1 0.5 1.3 2.6
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 14 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Volume 2020-2025
'000 tonnes
2020 2021 2022 2023 2024 2025
Fruit Snacks 3.1 3.4 3.8 4.2 4.6 5.1

- Dried Fruit 3.1 3.4 3.8 4.2 4.6 5.1
Sweet Biscuits 112.8 119.3 126.1 133.2 140.8 149.0
Biscuits
- Cookies 9.3 9.7 10.2 10.7 11.1 11.6
- Filled Biscuits 34.7 36.1 37.4 38.5 39.4 40.5
- Plain Biscuits 43.4 47.3 51.8 56.9 62.8 69.1
- Wafers 24.1 24.8 25.3 25.7 25.9 26.3

Sweet Biscuits, Snack 115.9 122.8 129.8 137.4 145.4 154.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 15 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Value 2020-2025
VND billion
2020 2021 2022 2023 2024 2025
Fruit Snacks 679.7 757.2 845.1 944.8 1,058.2 1,184.1

- Dried Fruit 679.7 757.2 845.1 944.8 1,058.2 1,184.1
Sweet Biscuits 11,079.5 12,024.6 13,047.3 14,152.0 15,348.7 16,657.6
Biscuits
- Cookies 950.7 998.2 1,046.2 1,094.3 1,142.4 1,193.8
- Filled Biscuits 2,940.7 3,199.5 3,490.7 3,815.3 4,177.8 4,570.5
- Plain Biscuits 4,503.1 4,903.9 5,350.1 5,847.7 6,403.2 7,005.1
- Wafers 2,201.7 2,377.8 2,544.3 2,696.9 2,831.8 2,987.5
Sweet Biscuits, Snack 11,759.3 12,781.9 13,892.3 15,096.8 16,406.9 17,841.7
trade sources
Table 16 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Volume Growth 2020-2025
% volume growth
2020/21 2020-25 CAGR 2020/25 Total

- Dried Fruit 10.6 10.4 63.9
Snack Bars - - -
- Cereal Bars - - -
- Cookies 5.1 4.6 25.2
- Wafers 3.0 1.7 9.0
Snacks
trade sources
Table 17 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Value Growth 2020-2025
% constant value growth

2020/2021 2020-25 CAGR 2020/25 Total

- Dried Fruit 11.4 11.7 74.2
Snack Bars - - -
- Cereal Bars - - -
- Cookies 5.0 4.7 25.6
- Wafers 8.0 6.3 35.7
Snacks
trade sources

Sweet Biscuits, Snack Bars and Fruit Snacks in Vietnam

Uploaded by

Copyright:

Available Formats

Sweet Biscuits, Snack Bars and Fruit Snacks in Vietnam

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Sweet Biscuits, Snack Bars and Fruit Snacks in Vietnam

Uploaded by

Copyright:

Available Formats

What are some of the trends discussed in the document?

What are some of the trends discussed in the document?

How has COVID-19 impacted the snack food industry in Vietnam?

How has COVID-19 impacted the snack food industry in Vietnam?

Sweet Biscuits, Snack Bars and

Fruit Snacks in Vietnam

LIST OF CONTENTS AND TABLES

SWEET BISCUITS, SNACK BARS AND

Changes to buying patterns during COVID-19 are short-lived as key

Sweet biscuits and fruit snacks benefit as COVID-19 accelerates the

Strong government support for “local” trend increases pressure on

RECOVERY AND OPPORTUNITIES

Health and wellness is set to boost sales growth as manufacturers heed

Manufacturers set to look to numerous innovation strategies to raise

Gifting set to return as A major sales driver as the country leaves

Fruit Snacks 1.9 2.1 2.3 2.6 2.8 3.1

Fruit Snacks 332.3 377.2 428.9 497.5 602.0 679.7

Fruit Snacks 9.2 10.7 66.5

% current value growth

Fruit Snacks 12.9 15.4 104.5

% retail value rsp

Mondelez Kinh Do 21.2 21.2 20.9 20.6 20.6

% retail value rsp

Cosy (Mondelez Mondelez Kinh Do 17.6 17.5 17.4 17.5

Table 7 NBO Company Shares of Sweet Biscuits: % Value 2016-2020

% retail value rsp

Mondelez Kinh Do 22.3 22.4 22.1 21.9 21.9

Table 8 LBN Brand Shares of Sweet Biscuits: % Value 2017-2020

% retail value rsp

Cosy (Mondelez Mondelez Kinh Do 18.6 18.5 18.5 18.6

Vinabico-Kotobuki Vinabico Confectionery JSC - - - -

Table 9 NBO Company Shares of Fruit Snacks: % Value 2016-2020

% retail value rsp

Vinamit JSC 53.6 45.4 45.4 45.1 45.9

Table 10 LBN Brand Shares of Fruit Snacks: % Value 2017-2020

% retail value rsp

Vinamit Vinamit JSC 45.4 45.4 45.1 45.9

% retail value rsp

Store-Based Retailing 99.9 99.9 99.9 99.4 98.5 97.1

--- Food/drink/tobacco 9.8 9.9 9.6 9.3 9.1 8.8

Table 12 Distribution of Sweet Biscuits by Format: % Value 2015-2020

% retail value rsp

Store-Based Retailing 99.9 99.9 99.9 99.4 98.5 97.1

Table 13 Distribution of Fruit Snacks by Format: % Value 2015-2020

% retail value rsp

Store-Based Retailing 100.0 100.0 99.9 99.5 98.7 97.4

Fruit Snacks 3.1 3.4 3.8 4.2 4.6 5.1

- Wafers 24.1 24.8 25.3 25.7 25.9 26.3

Fruit Snacks 679.7 757.2 845.1 944.8 1,058.2 1,184.1

Fruit Snacks 10.6 10.4 63.9

% constant value growth

Fruit Snacks 11.4 11.7 74.2

You might also like