MARKET TRENDS IN VIETNAM:

BAKERY
MARKET OVERVIEW &
KEY TRENDS
 MARKET OVERVIEW &
KEY TRENDS DPO INTERNATIONAL

Vietnam Bread & Bakery Food Market (US$)

PROSPECTS AND OPPORTUNITIES
18.46bn
Bread & Bakery
12.45bn products segment
amounts to
US$12.45bn in
2022 with CAGR of
8.36%
2022 2027
SNACKIFICATION

Revenue in the
Bread segment
amounts to
US$3.54bn in
2022. The market PROTEIN FOR HEALTH
is expected to BOOSTING
grow annually by
10.23% CAGR in
2022-2027.

Source: Statista, 2022a & 2022b

KEY TRENDS DPO INTERNATIONAL

SNACKIFICATION

3 Key Trends In Vietnam’s Snacking Industry

• Health and well-being – Vietnamese people are

taking to healthy food and snacks such as fruit
and bread
• Advent of ‘Swavory’ - A mix of sweet and
One in three consumers said they Bread are the most popular snacks in savoury flavours.
snack to fulfil physical and mental Vietnam which is consumed in the • Convenience – The economy of this developing
highest volume and also on the nation grwoes, the lives of Vietnamese are
performance needs widest array of occasions getting busier, they earn more money leading to
Source: Cargill, 2021
them snacking more due to the convenience.

“Snacking in Vietnam is “Yeah..Vietnamese consumers also

anything that you consume snack depending on their emotional
outside of the main meal” and functional needs”

Source: Chan, 2021

MARKET
EXAMPLES DPO INTERNATIONAL

SNACKIFICATION

Kido’s Bakery Salted Egg Lava Cake Bun

• Enjoy KIDO’s Bakery salted egg lava cake with pearls as a new
bakery’s snack in Vietnam!
• What is unique about this lava cake is the addition of chewy pearls
to bring enjoyment to the consumption experience.
• Product of Vietnam
MARKET
EXAMPLES DPO INTERNATIONAL

SNACKIFICATION

Kido’s Bakery Chrysanthemum Bread

• Chrysanthemum bread has the characteristics of the world's specialty

cake group with its softness in texture, rich butter flavour and gentle
chrysanthemum scent, which is very popular in the high-end customer
segment in Vietnam.
• Product of Vietnam
MARKET
EXAMPLES DPO INTERNATIONAL

SNACKIFICATION

Goody Premium Assorted Biscuits

• This is a premium assorted biscuits of Bibica VN Corporation. Each biscuit is made

from the best materials combined with the specific flavor of butter and milk,
chocolate, cashew nut and especially the new flavour of Cranberry jam.
• Product of Vietnam

Ingredients: Wheat Flour, Sugar, Glucose Syrup, Vegetable Shortening, Butter, Milk
Powder, Eggs, Salt, Cocoa Powder, Sodium Bicarbonate, Ammonium Bicarbonate, Mono
Calcium Phosphate, Citric Acid, Vanilla, Soy Lecithins, Emulsifier (E475, E476, E492),
Potassium Sorbate, Sorbic Acid, Artificial (Butter, Strawberry, Milk, Lemon, Ginger)
Flavour, Glycerol, Certified Colour (FD & C Yellow # 5/E102, FD & C Blue # 1/E133,
E124).

Artificial Flavouring
act as Flavouring Soy Lecithin
agent •Finer crumb grain
•Greater loaf volume
•Better gluten stability
•Better emulsification of fats

Source:Bakerpedia, 2022
*DPO featured ingredients
MARKET
EXAMPLES DPO INTERNATIONAL

SNACKIFICATION

Solo Strawberry Cream Soft Cake

• Tender vanilla-flavoured cake overflowing with a variety of fruit-flavoured fillings.

• Our Solo soft cake is a scrumptious little snacking package that promises to satisfy
your sweet tooth in a big way.
• Product of Vietnam
MARKET
EXAMPLES DPO INTERNATIONAL

SNACKIFICATION

Dan.D.Pak Coconut Peanut Crunchy Snax Biscuits

• A crunchy biscuits snacks made with healthy peanuts and coconut to indulge your
time at anywhere!
• Product of Vietnam

Ingredients: Peanuts, Rice Flour, Wheat Flour, Modified Starch, Coconut Juice, Sugar,
Coconut Oil, Salt.

Rice flour Improve

performance in gluten-
free baked goods
Source:Bakerpedia, 2022

*DPO featured ingredients

 KEY TRENDS DPO INTERNATIONAL

PROTEIN FOR HEALTH BOOSTING

of Vietnam consumers plan to eat Consumers are actively looking into

and drink more healthily by various ingredients that can boost their
health as they seek to improve all
increasing their protein intake aspects of well-being. As a result, a lot of
over the next twelve months. people will start looking to increase their
protein intake.
Source: FMCG Gurus, 2022

of Vietnam consumers says that they

48% conduct research on different ingredients
that can boost their health. Protein and health
• improve body composition
• improve glycemic response
• increase satiety
• increase postprandial energy
metabolism which are all mediating
factors of weight loss.

Source: FMCG Gurus, 2022 Source: Baum et al. 2020

MARKET
EXAMPLES DPO INTERNATIONAL

PROTEIN FOR HEALTH BOOSTING

Lenny & Larry's Crunchy Cookies - Chocolate Chip

• Snack friendly & crunchy plant-based Chocolate Chip protein

cookies Vital Wheat Gluten is a source
• Fresh baked flavour with no dairy, no eggs, no soy, no high fructose of essential amino acids that the
body cannot produce itself. Also can
corn syrup, no cholesterol, no preservatives and no artificial improve the taste and texture of
sweeteners bakery goods
• Product of USA

Ingredients: Protein Blend (Vital Wheat Gluten, Pea Protein), Cane

Sugar, Chicory Root Fibre, Palm Fruit Oil, Enriched Wheat Flour (Wheat
Flour, Niacin, Reduced Iron, Thiamine Mononitrate, Riboflavin, Folic
Acid), Semi-Sweet Chocolate Chips (Unsweetened Chocolate, Sugar,
Cocoa Butter, Dextrose, Natural Vanilla Extract), Sunflower Oil, Natural
Flavor, Salt, Baking Soda.

Chicory Root Fibre

•Low calorie replacement to sugars
•Bulking and masking agent
•Fat mimetic
•Digestive health
•Weight management
•No impact on glycemic index
Source:Bakerpedia, 2022 *DPO featured ingredients
MARKET
EXAMPLES DPO INTERNATIONAL

PROTEIN FOR HEALTH BOOSTING

One One Banh Gao Rice Crackers

• Simple and clean cracker to enjoy with your family

• Source of protein
• No added artificial colouring
• Product of Vietnam

Ingredients: Rice (63%), Rice Protein, Sugar, Vegetable oil, Modified

Starch, Salt.

Rice Protein is High

digestibility, excellent
amino acid and
hypoallergenic profile.

Source: Beneo, 2022

*DPO featured ingredients

MARKET
EXAMPLES DPO INTERNATIONAL

PROTEIN FOR HEALTH BOOSTING

Carbonaut Seeded Bread

• Every slice of seeded bread is stuffed with sunflower and sesame seeds
that balance satisfying seedy crunch with the tender chewiness of soft
bread
• 80 Calories per slice
• 6 Grams of Protein
• Product of Vietnam

Ingredients: Wheat Protein, Resistant Potato Starch, Flax Meal, Bamboo

Fiber, High Oleic Sunflower Oil, Sesame Seeds, Yeast, Psyllium Husk,
Cultured Wheat Starch, Sunflower Seeds, Pea Fibre, Salt, Citric Acid, Whole
Wheat Flour, Ascorbic Acid.

Pea Fibre is an excellent substitute

Ascorbic acid, also known as for wheat, oat, soy or sugar beet
vitamin C, is used as wheat flour flour, increases bread volume,
improver in yeast-leavened baked improves dough texture and
goods to help increase the volume of strength, and extends shelf life
bread Source: Nutripea, 2022
Source:Bakerpedia, 2022
*DPO featured ingredients
MARKET
EXAMPLES DPO INTERNATIONAL

PROTEIN FOR HEALTH BOOSTING

Thomas Cinnamon Protein English Muffin

Calcium Carbonate
•Dough conditioner
• Low fat English Muffins with the trademark Nooks and Crannies texture •Leavener
• Each Thomas’ English Muffin is easy to split without a knife for convenient use and to preserve the •Yeast nutrient
texture of your on-the-go breakfast •Enhance nutritional
value
• These Protein English Muffins are is made with no high fructose corn syrup and is a cholesterol free
food Source:Bakerpedia, 2022

• Product of USA

Ingredients: Enriched Wheat Flour [Flour, Malted Barley Flour, Reduced Iron, Niacin, Thiamin
Mononitrate (Vitamin B1), Riboflavin (Vitamin B2), Folic Acid], Water, Whey Protein Concentrate, Whey
Protein Crisps (Whey Protein Isolate, Tapioca Starch, Calcium Carbonate, Sunflower Lecithin), Farina,
Oats, Wheat Gluten, Sugar, Yeast, Natural Flavors, Salt, Calcium Propionate And Sorbic Acid (To Preserve
Freshness), Cinnamon, Vegetable Oil (Soybean), Citric Acid, Xanthan Gum, Soy Lecithin, Soy, Whey.
*DPO featured ingredients
 DPO INTERNATIONAL

To know more about the featured ingredients in this market trends

report as well as how you can create better food products for your
consumers, contact our
Food & Beverage Intelligence (FBi) team.

Email: info@dpointernational.com
Web: www.dpointernational.com
REFERENCES
MARKET TRENDS IN VIETNAM:
BAKERY DPO INTERNATIONAL

References
• Baum, J. I., Børsheim, E., R. Allman, B., & Walker, S. (2020). Health Benefits of Dietary Protein throughout the Life Cycle. The Health Benefits of
Foods - Current Knowledge and Further Development. https://doi.org/10.5772/intechopen.91404

• Cargill. (2021). Snacking shifts. Seismic Movement In The Snack Category. Industry Report.

• Chan, J. (2021). Vietnam's snack culture, trends and insights (2021). Retrieved from https://www.jovelchan.com/blog/vietnam-snacking-culture-
and-trends-with-simon-crowther

• FMCG Gurus. (2022). Consumer Perspectives on Protein Consumption – Asia Pacific. Industry Report. https://fmcggurus.com/reports/fmcg-
gurus-consumer-perspectives-on-protein-consumption-asia-pacific/

• Statista. (2022a). Bread & Cereal Products – Vietnam.

• Statista. (2022b). Bread – Vietnam.

MARKET TRENDS IN VIETNAM:
BAKERY DPO INTERNATIONAL

References – Photo Credits

Photo via
• https://www.freepik.com/free-vector/female-friends-hanging-out-cafe_9175112.htm#query=people%20discussing%20eat&position=2&from_view=search&track=sph
• https://www.freepik.com/free-vector/bodybuilder-with-sports-nutrition-plastic-containers-with-protein-powder-sports-nutrition-sports-supplements-
• https://www.freepik.com/free-psd/nude-lipstick-background_3890924.htm#query=circle%20watercolor&position=30&from_view=search&track=sph
• https://www.freepik.com/free-vector/conversation-concept-illustration_7118856.htm#query=two%20people%20talking&position=9&from_view=search&track=sph
• https://www.freepik.com/free-photo/sliced-bread-with-turkish-bagel-side-view-white-gray-surface_8633257.htm#query=bread&position=47&from_view=search&track=sph

Icon via
• https://www.flaticon.com/free-icon/protein_1951420?term=protein&page=1&position=3&page=1&position=3&related_id=1951420&origin=search
• https://www.flaticon.com/free-icon/bakery_992747?term=bread&page=1&position=9&page=1&position=9&related_id=992747&origin=search
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