Faced with a wave of strong changes from the economy, society, technology to consumer behavior, the trend of the Vietnamese F&B industry in 2025 has also seen many changes in many aspects. However, the changes in the F&B industry have created many potential opportunities for innovative businesses. Let’s explore with SEFA Media the latest trends and potential opportunities for F&B businesses in 2025.
Update on Vietnam F&B industry trends 2025
in general, the situation of the F&B industry in the first quarter of 2025, the needs and behaviors of customers have changed. Accordingly, many businesses have been flexible and quickly seized opportunities, thereby effectively attracting customers. Below are the Trends of the Vietnamese F&B industry in 2025:
Applying technology to enhance customer experience
The first trend in the F&B industry that must be mentioned is the application of technology in service and product experiences. This is an inevitable trend in the process of maintaining and developing Vietnamese F&B businesses in recent years. Modern technology brings convenient solutions to help brands gain customer satisfaction. From online application ordering, electronic menus, ordering through channels to pre-arrival reservations, etc. are all ways for brands to satisfy customers.
Technological innovation not only maintains operations, but also contributes to creating user experiences. Businesses can even rely on technological elements, innovate and create unique experiences, thereby creating memorable and impressive points in the hearts of customers.
Another special benefit of modern technology is that it helps businesses collect, store and analyze customer consumption behavior. Based on that, businesses can understand customer behavior and build marketing strategies, design menus according to changing tastes, launch timely promotions, etc.
Lean Model Development
The trend of the F&B industry developing a compact restaurant model is gradually becoming popular. This comes from the change in consumer behavior of diners. While the demand for food and drink is high, the trend of looking for quality products at reasonable prices is increasing.
Faced with that problem, many businesses are forced to accept thin profit margins, even sacrificing a portion of their profits to survive and maintain their competitiveness in the market. Besides that option, a group of businesses are oriented towards the takeaway or cloud kitchen business model.
Instead of investing in space, these businesses promote the quality of their products and marketing. By choosing this option, businesses partly meet the needs of the majority of customers and partly create opportunities for themselves in the fiercely competitive F&B market.
Create unique and creative spatial experiences
In contrast to the above solution, many F&B businesses invest heavily in the experience of the restaurant space. When consumers gradually define restaurants or cafes not only as places to enjoy food and drinks, but also to meet other needs such as meeting, gathering, working or living virtually.
Especially in the era of social media explosion, uniquely and beautifully decorated destinations attract a large number of check-in enthusiasts. Brands can take advantage of the space factor to create a difference and novelty, attract customers and become a destination widely shared on social networks.
Offering a rich menu and diverse culinary experiences
The next trend in the F&B industry is that today’s customers not only look for delicious dishes but also want unique menus with dishes or drinks that bear the brand’s own mark, or that tell unique stories. In addition, seasonal food and drink options or dishes that combine traditional and modern features (Fusion) have also created attraction recently.
In addition, brands can create stories through their menus. This is a unique point that many Café brands have applied. By basing on the brand’s personality and story, the shop can completely create a menu, making the products more interesting, increasing the impression on customers about the brand.
Prefer sustainability and environmental friendliness
Nowadays, environmental friendliness has become one of the key factors for customers to decide their choice. Understanding the trend of the F&B industry, brands can create an impressive and positive impression by using environmentally friendly materials such as using paper straws, encouraging the use of personal cups/bottles instead of using plastic cups, etc. In addition, cooperating with suppliers of sustainable and environmentally friendly materials is also a way to build prestige and trust from the community.
Brands proactively create emotional value through community activities
Another F&B trend is that restaurants or cafes are now not only places to enjoy food, but also spaces to connect relationships, share ideas and emotions. Building a community that is attached to the brand is a potential way to attract and bring deep emotional value to them. Accordingly, a cafe can be a workshop venue or a restaurant is the perfect gathering place for friends or relatives.
In this way, brands can build lasting relationships with their customers. When customers feel like they are part of a community, they are more likely to return and refer the brand to others, thus forming a network with a close relationship with the brand.
Potential opportunities for F&B industry trends 2025
With its flexible and fast-changing characteristics, the F&B industry continuously sees new trends, opening up many “golden doors” for businesses. So businesses should not forget to look for new opportunities and find a way to develop strongly.
The market is open to new combinations
According to the Vietnam Food Business Market Report conducted by iPOS.vn and Nestlé Vietnam Co., Ltd., 2025 will witness a strong explosion of new culinary trends. As of April 2025, many unique products have become the center of attention such as: new flavors from matcha, Dubai chocolate with rich and luxurious flavors, or fresh Chaozhou beef hotpot with light broth.
Especially in an era where consumers love to share experiences on social networks, dishes that are aesthetically pleasing, unique, and have interesting flavors easily create a strong viral effect.
If F&B businesses grasp trends well and quickly deploy products that follow the trend or even create their own trends, they can take advantage of natural media effects, helping to increase brand awareness at low cost.
The shift is clear: GenZ becomes the main customer base
Gen Z is gradually taking an important position in the F&B industry’s consumption structure. This is a group of customers with extremely sophisticated taste, high demands on experience and especially interested in brand personality.
Not just simply delicious food, Gen Z also seeks unique experiences, spaces that suit their interests or are new, and can be shared immediately on social networks. Therefore, businesses need to grasp this psychology to build appropriate approach strategies – from communication language, space design, menu concept to how to create interactions on platforms.
In particular, Gen Z is also a group of customers who love to experience new things. They are willing to explore new brands, flavors that have not appeared on the market yet, or brands with unique concepts. This characteristic of Gen Z has opened up many opportunities for startups or small brands to create breakthroughs by capturing “trends” and being responsive to trends.
SEFA Media – Professional and reputable business strategy consulting unit in the F&B industry
In the context of the rapidly changing F&B market and requiring businesses to constantly update and come up with innovative solutions while still ensuring efficiency, working with a strategic partner to orient development properly, promptly update F&B industry trends, and optimize business efficiency is an option that businesses should not ignore.
SEFA Media is proud to be a unit specializing in consulting and implementing comprehensive Marketing Strategies for brands in the F&B industry. With a team of experts with many years of experience, SEFA Media continuously updates F&B industry trends, thereby providing appropriate solutions and accompanying businesses in each stage of development.
With the goal of accelerating to become a leading brand in the industry and the trusted choice of diners, SEFA Media is the right choice to help you achieve your strategic goals. SEFA Media is committed to accompanying you through the fever, ensuring that businesses achieve their goals and enhance their position in the market.
For more information, please contact us via:
Hotline: 0985 196 23
Email: Contact@sefamedia.vn
Fanpage: www.facebook.com/Sefamedia.vn
