Simple and economical – is predicted by some market research companies to be the trend for Vietnamese consumers to welcome the Lunar New Year 2025.

Specifically, data from Kantar Worldpanel Vietnam shows that over the past 3 years, the contribution of the 2 months of Tet to the annual results in the fast-moving consumer goods (FMCG) industry has gradually decreased, from 21% to 19% in urban areas and 24% to 21% in rural areas. Therefore, at this time, manufacturers and distributors also grasp and respond to the trend of consumers wanting to welcome and prepare for a simpler, more convenient, practical and economical Tet season.

In Ho Chi Minh City, the expected supply of goods for Tet prepared by businesses is up to about 23,000 billion VND. Of this, about 10,000 billion VND, or nearly half, is for market stabilization goods. This ensures that goods will always be sufficiently supplied at reasonable prices.

Ms. Ly Kim Chi – President of the Ho Chi Minh City Food and Foodstuff Association said: “Businesses are cutting all costs and reducing their profits to offer products with stable prices even though purchasing power has increased dramatically…”.

Consulting units believe that with the trend of Tet shopping towards savings and simplicity, brands and manufacturers need to grasp and respond to consumer trends.

“Consumers are prioritizing essential goods and services over luxury items, with 63% of respondents saying they are paying more attention to price than last year,” said Mohammad Mudasser, Director of Working Capital Management Services at PwC Vietnam. “Therefore, businesses need to offer more product variants at different price points to attract more customers.”

According to the forecast of the Ministry of Industry and Trade , purchasing power during the Lunar New Year 2025 may increase by over 10% compared to the same period last year. Therefore, to ensure supply, businesses in Ho Chi Minh City have also increased production by 10-20% for this year’s Tet holiday.