F&B market grows amid intensifying competition

The food and beverage (F&B) market in Vietnam is expanding despite intensifying competition, according to a recent report by iPOS.vn and Nestlé Professional. The number of food service outlets grew to approximately 329,200 by the end of the second quarter, up from around 299,900 a year earlier. This growth has led to a greater number of businesses sharing a larger portion of total industry revenue, which may leave individual operators with limited sales improvements.

The diversification of outlets has intensified competition for the same consumer base, particularly after the Lunar New Year holiday when outlets with weak cash flows or unstable operations often leave the market. Nguyen Do Anh Quan, brand director at iPOS.vn, noted that while the market appears to be stabilizing, businesses are adopting more structured and professional approaches to operations.

However, the growth in F&B revenue may not solely be attributed to increased consumer demand, as seasonal and price factors should also be considered. For instance, the Lunar New Year timing in 2026 fell within the first half of the year, while the peak shopping season for the previous year was split between December 2024 and January 2025. Additionally, consumer prices rose by 4.4% year-on-year in the first half of 2026.

A survey of 481 F&B operators across 15 provinces and cities revealed that around 43% reported lower revenue than a year earlier, with 25.6% of food businesses experiencing growth of more than 5%, compared to 15.8% among beverage outlets. This disparity highlights that consumer spending has not disappeared from the market, but is being allocated more selectively among different types of F&B businesses.