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On April 8, iPOS. vn and Nestlé Professional announced the Food Business Market Report in Vietnam in 2025. This is an annual in-depth research project, implemented by iPOS. vn in collaboration with Nestlé Vietnam Limited Company, under the advice and data appraisal of Vietnam Industry Research and Consulting Joint Stock Company – VIRAC.

The 2025 Vietnam Food Business Market Report is built from research by 3,001 restaurant/cafe business owners and more than 3,045 diners nationwide. At the same time, the Report also uses and references data from market research companies and reputable international information sources, in-depth interviews nationwide and consults opinions from experts.

Mr. Vu Thanh Hung – General Director of iPOS Joint Stock Company shared: “This is the fourth year we have steadfastly pursued the issuance of in-depth market reports on the culinary industry in Vietnam, with the desire to contribute more practical perspectives and valuable data to support the F&B community to do business more and more effectively, in line with the mission that iPOS. vn has persistently pursued. For 2025, from a positive perspective, I believe that the F&B market in Vietnam is entering a more mature stage, when growth no longer comes from massive expansion, but gradually shifts to depth, with a focus on operating capacity, adaptability and durability of each business model.

Mr. Le Quang Long – Representative of Nestlé Professional shared: “The F&B market in Vietnam is growing in its own way. After many years of accompanying iPOS.vn, once again we are proud to contribute to the journey of implementing the Vietnam Food Business Market Report 2025. We hope to bring a panoramic but also the most detailed picture of the changes in consumer needs and tastes. From there, contributing to helping business units in the F&B Vietnam industry develop orientation and optimize operations in the coming time, promoting the Vietnamese F&B market to be better and better”.

Vietnam’s F&B market in 2025 entered a slower and more stable state of development. Accordingly, the entire industry currently has about 329,500 stores, an increase of 2.0% compared to 2024, almost keeping pace with the growth rate of the previous year.

In terms of revenue scale, Vietnam’s F&B industry in 2025 reached about 726.500 billion VND, an increase of 5.5% compared to 2024. Compared to the rapid growth period of previous years, this is a more modest increase, but still reflects an important reality that the spending needs for food and beverages of Vietnamese diners have not weakened.

The 2025 market marked a clearer recovery when up to 65.58% of businesses recorded stable or growth revenue compared to 2024. However, the profit margin witnessed a new test of management capacity, when up to 69.38% of businesses were under pressure from soaring raw material prices.

Requirements for electronic invoices, standardization of tax declarations and completion of labor obligations (which 57.11% of units are interested in) are being seen as an inevitable “maturity” cost, helping the market filter out unsustainable models to move towards a more professional and fair business environment.

For consumers, research shows a selective and somewhat pragmatic spending trend of Vietnamese people. Instead of tightening their belts, consumers are willing to spend more heavily on worthwhile experiences. With the beverage industry, the market is strongly polarized when the spending group from 35,000 VND or more has accounted for the majority with 57.58% market share, affirming that the demand for buying experiences and spaces still prevails.