FMCG Monitor Q1 2025: A bumpy road to recovery

Vietnam's FMCG sector began 2025 with a sign of modest recovery, in the backdrop of a generally positive macroeconomic backdrop.

The country’s GDP expanded by a promising 6.93% in the first quarter. While slightly below the government's ambitious target, this figure represents the strongest Q1 growth in the past five years, signalling underlying economic strength amidst ongoing global trade and political complexities. Meanwhile, CPI remained relatively contained at 3.22% year-on-year. The primary drivers of this inflation were increased costs in essential sectors such as food and food services, housing and utilities, as well as pharmaceutical products and medical services.

The early part of 2025 saw persistent global political and trade uncertainties, casting a shadow over local Vietnamese consumer sentiment. Additionally, in an effort to streamline Vietnamese government’s administrative apparatus, it’s projected that this plan will affect 20% of the public workforce. As a result, global instability and the domestic large scale restructuring plan changes appear to contribute to growing worries among Vietnamese consumers regarding income stability, job security, and rising costs.

Uncover the full FMCG story in Vietnam

How have recent macro and socioeconomic trends influenced consumer sentiment and FMCG purchases? Which categories are driving growth in consumer goods and what is the outlook for 2025?

Kantar’s Vietnam FMCG Monitor Q1 2025 report provides the answers you need to stay ahead of the curve.

What you’ll find:

• Macroeconomic Pulse: Stay informed about consumer confidence, household expenditures, spending patterns, and macroeconomic trends that shape the FMCG landscape.
• FMCG Overview: Gain insights into the performance of key FMCG sectors and identify the factors driving growth and decline.
• Retail Channel Dynamics: Analyze the evolving retail landscape and optimize your trade plans for maximum impact.
• Category-Specific Analysis: Deep-dive into specific categories to uncover competitive insights and identify growth opportunities
• Add-on - Tet FMCG picture: Get access to an exclusive picture of FMCG performance in Tet 2025 compared to previous years, revealing critical shifts in purchase and gifting behaviours. Identify the core trends shaping consumer preferences and behaviours and the evolving landscape of Tet celebrations and preparations to inform your festive strategic plan.

Fill in the form on the sidebar to find out more information and request a sample report and ratecard.

Worldpanel Vietnam’s Household panel 

The Vietnam FMCG Monitor series is powered by Worldpanel Vietnam’s household panel. We continuously track all information about household purchases of over 130 FMCG categories for in-home consumption. 

With our single-sourced panel, we can uncover and link consumer attitudes and perspectives to actual shopping behaviour to help you develop a holistic brand strategy. Through our advanced solutions and analytics, you will understand who your shoppers are, how they shop, spend and consume.  

Contact our expert team and start leveraging consumer and market insights to grow your FMCG brand in 2025.