F&B Market 2025–2026
Data, trends and insights from Vietnam's F&B market — helping you make smarter business decisions.
Updated: 15/02/2026
Market Overview
Source: iPOS.vn, Vietnam Government News, Mordor Intelligence (2024–2025)
50,000+ restaurants closed in H1/2025 — the harshest shakeout in history
H1/2025 saw over 50,000 F&B establishments shut down (a 7.1% decline YoY), leaving ~299,900 outlets. Yet the market still reached $27.3B and is forecast to climb to $54.5B by 2034. This is not a crisis — it is a market shakeout paving the way for industry maturity.
Spend less per visit, visit more often — Vietnamese dining habits are shifting
77.5% of customers choose beverages priced 21,000–50,000 VND. Frequency of dining out has surged (32.8% dine out 3–4 times per week, nearly double the prior year), yet spending per visit is lower. "Many visits, small spend" is the new pattern.
Matcha, flower tea, healthy drinks — "clean" beverages are trending
Matcha leads the trend at 29.6% adoption among F&B businesses. Flower tea (jasmine, chamomile, osmanthus) is close behind. The "clean label" movement — less sugar, no preservatives, fresh fruit — is replacing traditional sweet drinks.
Cloud kitchens, kiosks, grab-and-go — "light capital" models are booming
Cloud kitchens (virtual restaurants), takeaway kiosks, and 24-hour co-working cafes — low-overhead models are exploding. The Coffee House launched "TCH Now" for grab-and-go, with online channels now accounting for 50% of transactions.
AI, QR codes, chatbots — technology is no longer a luxury
Cashless payments in F&B are growing 26 times faster than GDP. QR codes are now standard. AI chatbots handle reservations and menu suggestions. Highlands Coffee and Hoang Ty Group are leading the charge.
Vietnamese identity is the "secret sauce" — from cheap to beloved
The market is shifting from "who is cheaper?" to "who is more beloved?", from "who opens faster?" to "who goes deeper?". Brand identity, storytelling, and customer experience are now competitive edges.
Sugar tax on drinks from 2026 — prepare now or "die by surprise"?
Vietnam's Special Consumption Tax law takes effect 01/01/2026, taxing beverages with over 5g sugar per 100ml. This is a "bombshell" for the tea, juice, and smoothie industry — most F&B beverages exceed this threshold.
TikTok Shop booming — food sales via livestream hitting ROAS 24x
TikTok Shop Vietnam grew GMV by 148% in H1/2025, capturing 42% of e-commerce share. Small F&B brands like Ba Thuc Food hit ROAS 23.7x via TikTok LIVE. Social commerce is reshaping how food is sold.
Franchise vs. independent — failure rates are nearly identical
Cornell research shows 3-year failure rates: franchise 57% vs. independent 61% — almost no difference. Franchise costs: 4–6% royalty + 2–4% marketing, total investment from VND 56M (E-Coffee) to VND 17B (premium).
Food delivery: ShopeeFood & GrabFood split a $2.1B market
The online food delivery market hit $2.1B in 2025. ShopeeFood and GrabFood each hold 48% share. Baemin exited Vietnam in late 2023 despite popularity. Cloud kitchens reached $390M, forecast to hit $913M by 2033.
Gen Z: 3–5 times per week at restaurants, but "not pretty = not going"
Gen Z (~18–20M people) spend VND 1.5–3M per month on F&B. They visit restaurants 3–5 times per week, discover spots via TikTok before Google, and will pay 150K for a viral drink — but haggle over rice meals.
F&B labour: minimum wage +6.9%, turnover 30–50%/year — automation is the escape
Region 1 minimum wage is now VND 4.96M/month (+6.92%). Staff turnover is 30–50%/year — the highest of any industry. Many young people prefer delivering for Grab over restaurant work. QR ordering cuts 1–2 servers per shift.
Data aggregated from iPOS.vn, Vietnam Government News, CafeF, IMARC, Cornell University, Vietnam Briefing, Mordor Intelligence and 84+ other sources. Trends change constantly — always verify before making decisions.