Seizing Tet 2025 season: FMCG for a simpler Tet

What can FMCG purchase behaviour in Tet 2024 tell us about the 2025 festive season? Kantar's latest report, "Seizing 2025 Festive Season: FMCG for a Simpler Tet," offers valuable insights into the shift in consumer mindset and behaviour during Tet 2024 and provides guidance for future festive season strategies.

Tet 2024 marked a significant shift in festive shopping behaviour, with a growing emphasis on health, simplicity, and cost-effectiveness. Let's delve into the key trends that shaped this year's festive season and explore their implications for 2025.

1.     A look back at Tet 2024

Despite maintain a 5 year peak, the total value of purchased in-home FMCG  has not changed since last year, marking a halt in value growth. This can be attributed to several factors, including a challenging economic climate, financial uncertainty in households, and consumers’ growing desire to enjoy a stress-free holiday.

The start of 2024 was preceded by a challenging end to 2023, marked by record-low consumer confidence and a significant increase in households facing financial difficulties since the peak of the COVID-19 pandemic.This consumer sentiment signalled a muted Tet season.

As financial burdens remained, consumers opted to simplify their celebrations, reduce the number of gatherings, and prioritise personal time.

2.  FMCG gifting returns as a Tet staple

Tet 2024 witnessed a notable shift towards practical and health-focused FMCG choices. This shift was evident in the reduced consumption of celebratory such as alcohol or confectionary and the rise of pantry essentials such as cooking aids and seasoning. Even within gifting, practical and health—focused gifting options prevail.

3. Right place, right time: The key to retail success

Understanding the nuances of consumer behaviour across different channels is crucial. While online shopping has gained significant traction in Tet 2024, particularly in urban areas, traditional trade channels still play a vital role in rural regions. To maximise reach and capture consumer demand, brands must tailor their strategies to the unique Tet shopping behaviours in urban and rural areas, as well as online and offline channels.

4.   Looking ahead to Tet 2025

As we look towards Tet 2025, a more positive economic outlook is shaping up. However, consumers remain cautious about their financial situation, indicating a conservative approach to spending. To best capture demand, brands must innovate and provide value-driven FMCG offerings, to resonate with consumers' evolving Tet shopping needs.

5.    Kantar's Tet GIfting Survey Solution

Gifting remains a core part of Tet celebrations, but consumer gifting preferences are evolving. How do consumers purchase their gifts? Where does your brand or category fit into their gifting choices? And why do shoppers choose one brand over another for gifting purposes?

Kantar's Tet 2025 gifting survey, combined with our extensive household purchase data in Vietnam’s Urban 4 key cities and Rural, offers a 360-degree understanding of gift-giving behaviours. Our solution provides insights into what consumers buy for gifting purposes, where they buy them, for whom the gifts are intended, and at what price they are willing to pay. It also allows you to dive deeper into details such as gifting types, channel choices and brand choices. 

Contact our experts today to elevate your Tet trade plans with actionable insights from Kantar's Tet Gifting Survey and household purchase data.

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