TẾT 2025: CONFECTIONERY INDUSTRY LEADS THE YEAR-END CONSUMPTION RACE

The Lunar New Year 2025 is approaching, ushering in a significant opportunity for businesses within the FMCG sector, particularly in the confectionery segment—an indispensable product group for every family during the year-end season. This article reviews the overall trends in smart consumer behavior during the Tết market and provides solutions to help businesses optimize their operations during this festive season.

1. Overall Situation: Growth Amidst Challenges

According to recent reports from NielsenIQ and Kantar Worldpanel, the FMCG sector in Vietnam is experiencing a strong recovery post-pandemic, with an average growth rate of 7-9% per year. However, inflation and stagnant purchasing power in certain essential commodities might pose significant challenges this Tết season.

At the end of the year, confectionery becomes a major shopping category, accounting for about 30% of total FMCG spending during Tết season (according to NielsenIQ). This product group is indispensable in households, whether for visiting, gifts, or decorations to create a festive atmosphere.

2. Forecast Of Tết Consumption Trends In 2025

Trend 1: Confectionery Industry – Prioritizing Quality and Luxury Gift Designs

Premiumization: Consumers tend to choose high-quality, premium confectionery products with attractive packaging suitable for gifting. Domestic brands such as Bibica, Hữu Nghị, and international brands like Mayora, Kinh Do Mondelez, and Ferrero Rocher are focusing on luxury gift box designs accompanied by attractive promotions.

Nutrition trends: Low-sugar confectionery, free from preservatives, or made with organic ingredients, is becoming a popular choice. According to a report from Mintel, sales of “healthy” confectionery lines in Vietnam are expected to increase by 15-20% during Tết 2025.

Trend 2: Diversified Products Combining Tradition and Modernity

Product lines such as “bánh tét, bánh chưng, bánh đậu xanh” are always popular thanks to reminding of the taste of the traditional Tết, fostering family bonding. Meanwhile, the younger generation tends to favor modern products such as cookies, premium chocolates, or imported confectionery with attractive designs and unique flavors. The combination of tradition and modernity not only enriches the choice but also helps brands expand their customer base, meeting diverse interests.

Trend 3: Driving Sales Through Online Channels And Convenience Stores

E-commerce: The ordering of confectionery through e-commerce platforms and social networks continues to boom. Platforms like TikTok Shop, Shopee, Lazada, and Tiki recorded a 25-30% increase in confectionery sales during Tết 2024, with expectations for higher growth in Tết 2025.

Convenience Store Chains: Chains such as Circle K, VinMart+, and Bach Hoa Xanh are expanding their confectionery supply with convenient Tết gift packages, attracting urban consumers.

Trend 4: Planned Shopping And Seeking For Good Value

Consumers start planning their shopping earlier, usually from December, to avoid price increases near Tết. Major promotions such as “Tết Gift Festival” or “Discount Hunt” will be a driving factor for shopping.

3. What Should FMCG Confectionery Businesses Prepare for Tết 2025?

Application Of Supply Chain Management Technology

Using a distribution management system helps businesses optimize inventory, avoiding shortages or excess stock during peak seasons.

Analyzing Consumer Trends With Big Data

Use Data Warehouse & BI solutions to analyze consumer behavior, thereby coming up with promotion strategies tailored to specific customer groups.

Enhancing Communication And Early Market Activation

Organize product promotion events such as Tết fairs, in-store product trials, or live streams introducing Tết gift boxes on social media platforms.

Strengthen Partnerships with Distribution Systems

Enhance cooperation with retailers, convenience stores, and e-commerce platforms to ensure that confectionery products are always available to consumers in the shortest time.

4. Conclusion

The confectionery industry in particular and FMCG in general are facing a great opportunity to boost revenue during Tết 2025. However, to succeed, businesses need to prepare meticulously, grasp the right trends, and apply technology to optimize business efficiency.

HQSOFT is proud to accompany businesses in deploying modern distribution management solutions, bringing success to businesses.

Please contact HQSOFT immediately for a detailed consultation!