Press Release: iPOS.vn and Nestlé Professional Announce the Vietnam Foodservice Business Market Report for the First Half of 2025

Announcement

10/10/2025

Hanoi, October 10, 2025 — iPOS.vn and Nestlé Professional officially announce the Vietnam Foodservice Business Market Report for the First Half of 2025 as part of the Vietnam F&B Summit 2025. This is an annual in-depth research initiative conducted by iPOS.vn in collaboration with Nestlé Vietnam Co., Ltd., aimed at providing an updated and evidence-based view of the Vietnamese F&B market.

The “Vietnam Foodservice Business Market Report for the First Half of 2025” (hereafter referred to as “the Report”) is developed based on a survey of more than 830 F&B business owners/managers and over 1,286 consumers nationwide (with a focus on Hanoi and Ho Chi Minh City). The findings are further reinforced by secondary data from reputable sources and expert consultations to ensure analytical depth and reliability.

The Report provides a comprehensive overview of Vietnam’s foodservice industry in the first half of 2025, structured into three key sections:

The first section provides an overview of the F&B market in the first half of 2025, including an assessment of revenue size and changes in the number of operating outlets.
The second section analyzes and evaluates the business performance of F&B enterprises in Vietnam, focusing on cost-related challenges and adaptive strategies.
The third section examines Vietnamese consumer behavior, highlighting shifts in dining habits and spending patterns.

Mr. Vu Thanh Hung, Chief Executive Officer of iPOS.vn, shared:: “The first half of 2025 reveals a foodservice landscape with many new dynamics. Despite ongoing pressures from input costs and a period of significant market reshuffling, we are also seeing encouraging signs: more than half of businesses have maintained stable or growing revenues, along with renewed optimism about expansion plans for the second half of the year. This Report not only presents data but also serves as a valuable resource to support the F&B business community on its journey toward sustainable development.”

Vietnam F&B Market in the First Half of 2025: Intense Consolidation and Cautious Recovery

According to the Report, Vietnam’s F&B market revenue in the first six months of 2025 is estimated at VND 406.1 trillion, slightly higher than the same period in 2024 (VND 403.9 trillion). This reflects a slow recovery pace, falling short of the growth expectations set at the end of 2024. Notably, the market experienced a significant shakeout, with more than 50,000 F&B outlets shutting down nationwide — a 7.1% decline compared with 2024 — underscoring the widening gap between businesses able to adapt and those operating inefficiently.

Input cost pressures—including raw materials, labor, and rental expenses—continued to escalate, prompting 45.3% of businesses to increase product prices during the first half of the year. Nevertheless, more than half of F&B operators (53.98%) maintained stable or rising revenue, and the proportion of businesses planning to expand in the second half of 2025 climbed to 67.7%, signaling growing optimism and a readiness to reinvest.

F&B Consumer Behavior: Balancing Savings and Experience

The Report highlights a clear shift in consumer dining behavior. For lunch, diners are eating out more frequently yet spending more cautiously. The proportion of consumers spending under VND 30,000 per meal has doubled (from 8.8% to 16.5%), while the VND 31,000–50,000 segment now accounts for 55.7% of regular lunch spending. In contrast, dinner occasions have seen a slight decline in dining-out frequency but a noticeable rebound in spending, particularly in the segment above VND 100,000 per person, which has grown significantly. Weekend dining frequency and spending levels have also increased.

In the beverage sector, after a period of experimenting with lower-price options, 77.5% of consumers now prefer drinks priced between VND 21,000–50,000, indicating a shift toward mid-tier offerings. Although 65% of consumers are willing to try ultra-low-priced items (such as VND 7,000 milk tea or VND 69,000 hotpot), most view these purchases as one-time “try it out” experiences, driven by concerns about product quality and safety.

Key Emerging Trends and Market Outlook

In the first half of 2025, the F&B market observed strong growth in the co-working space combined with café model across major cities, enabling operators to maximize space utilization and diversify revenue streams. Floral-infused milk tea has also begun to emerge as a new beverage trend, appealing particularly to Gen Z consumers and health-conscious customer groups.

With positive signals from businesses and increasingly selective spending behaviors among consumers, Vietnam’s F&B market is expected to gradually stabilize and experience slow yet more sustainable growth throughout the second half of 2025 and into 2026.

END.

Full Information on the Vietnam Foodservice Business Market Report for the First Half of 2025: https://old.ipos.vn/fnbreport1h2025

About iPOS.vn: With more than 15 years of experience in Vietnam’s F&B industry, iPOS.vn is a leading provider of specialized management solutions for restaurants and cafés. Supporting over 100,000 brands through a network of 20 offices nationwide, iPOS.vn empowers businesses to maximize operational performance, expand their potential, and overcome the limitations of traditional foodservice management methods. Notable clients of iPOS.vn include The Coffee House, TocoToco, Cộng Cà Phê, Giang Mỹ, Cửu Vân Long,….

About Nestlé Professional: Nestlé Professional is a dedicated business unit of Nestlé that specializes in providing ingredient solutions and product concepts tailored for corporate and foodservice customers.

As a member of the world’s leading food and nutrition corporation, we continuously strive to deliver breakthrough products that meet the needs of our partners. Supported by a team of professional chefs and baristas, we develop innovative culinary and beverage recipes while upholding our global commitment to sustainable practices.

Nestlé Professional offers a diverse portfolio of food and beverage products, featuring many well-known brands loved by millions of Vietnamese consumers.

Our vision is to become a trusted partner by providing best-in-class solutions and delivering satisfaction to both our customers and end consumers through the strength of our brands.

IPOS.VN CONTACT INFORMATION

BRAND DIRECTOR

Nguyễn Đỗ Anh Quân

E-mail: anhquan.nguyen@ipos.vn

HEAD OF COMMUNICATIONS AND PUBLIC RELATIONS

Trương Thị Mai

E-mail: mai.truong@ipos.vn

NESTLÉ PROFESSIONAL CONTACT INFORMATION

EXTERNAL AFFAIRS AND COMMUNICATIONS DEPARTMENT

NESTLÉ VIETNAM COMPANY LIMITED 
Tel: (84 28) 3911 3737
Email: media@vn.nestle.com

IPOS.VN MEDIA CHANNELS

Website: https://old.ipos.vn/