The Ice Cream Industry in Vietnam: Trends, Consumer Insights, and Marketing Strategies for 2024
The ice cream industry in Vietnam has long been a beloved staple in the food and beverage sector. Ice cream appeals to a broad demographic, from children to adults, and is deeply ingrained in the country’s social and culinary culture. With Vietnam’s tropical climate providing a year-round demand for cooling refreshments, ice cream remains one of the most sought-after treats.
This article delves deep into the state of the ice cream industry in Vietnam, exploring the trends shaping consumer behavior, the various preferences across regions and age groups, and the strategies brands can employ to capture and retain market share in an increasingly competitive environment.
The Growing Ice Cream Industry in Vietnam
Vietnam’s ice cream market is thriving, largely due to its tropical climate, which creates a consistent demand for cold, refreshing treats throughout the year. But beyond just a climate-driven demand, ice cream consumption in Vietnam is driven by a range of factors that include cultural habits, social influences, and the growing presence of international and local brands offering innovative products.
Over the past decade, the ice cream sector has seen steady growth, both in terms of volume and value. The increasing disposable income of Vietnamese consumers has also contributed to the expansion of the market, as more people are willing to spend on premium ice cream products, including imported brands and artisanal varieties.
According to industry reports, the demand for ice cream in Vietnam is not only sustained by its traditional role as a dessert but also by its growing popularity as a snack, particularly among younger generations. As such, ice cream is not just reserved for after-meal consumption but is now commonly eaten throughout the day, further fueling the market’s expansion.
Understanding Consumer Preferences in Vietnam
One of the key factors driving the ice cream industry in Vietnam is the diversity of consumer preferences, which are shaped by factors such as age, geography, and lifestyle. As the industry grows, it is crucial for brands to understand these preferences to tailor their offerings and marketing strategies accordingly.
When it comes to the types of ice cream that are most popular among Vietnamese consumers, stick ice cream and cones dominate the market. Stick ice cream is the preferred choice for 39% of consumers, followed by cones, which are favored by 31%. These types of ice cream are convenient to eat on the go, making them particularly popular among younger consumers who often seek portable, quick snacks.
The preference for stick and cone ice cream is also driven by the variety of flavors and textures that these formats offer. From classic vanilla and chocolate to more exotic flavors like matcha and durian, ice cream sticks and cones cater to a wide range of tastes, ensuring that there is something for everyone.
For brands looking to succeed in Vietnam, it’s important to focus on innovation within these popular formats. Introducing new flavors, seasonal specials, or limited-edition products can help generate excitement and keep consumers coming back for more. Additionally, offering a range of sizes, from small snack-sized portions to larger, more indulgent options, can appeal to different consumer needs and preferences.
2. Regional Differences: Tailoring Ice Cream to Local Tastes
Vietnam is a diverse country, with distinct regional preferences when it comes to food and beverages, and ice cream is no exception. While stick ice cream remains the top choice across the country, there are notable differences in preferences between the northern, central, and southern regions.
In the northern and central regions, consumers tend to prefer cone ice cream over other types. This preference is likely influenced by the cooler climate in these areas, where people are more inclined to indulge in ice cream as a treat rather than a necessity to beat the heat. In contrast, in the southern region, where temperatures are consistently higher, consumers show a more balanced preference for cones, cups, and boxed ice cream.
For brands operating in multiple regions, understanding these geographical differences is key to developing successful marketing campaigns. Tailoring product offerings to match regional preferences can help brands resonate more deeply with local consumers. For example, promoting indulgent cone ice cream flavors in the north and central regions during the cooler months, while highlighting the convenience and refreshing qualities of stick ice cream in the hotter southern areas, can drive sales and brand loyalty.
3. Demographic Preferences: Age and Gender Matter
The ice cream market in Vietnam is not just shaped by geographical preferences but also by demographic factors such as age and gender. Younger consumers, particularly those in the 25-34 age group, are the most frequent ice cream eaters, with many enjoying ice cream on a weekly basis. This demographic is highly influenced by trends, social media, and convenience, making them a prime target for brands looking to introduce innovative products or launch marketing campaigns that resonate with a younger audience.
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For these younger consumers, ice cream is often more than just a dessert – it’s a part of their social lives. Whether they are grabbing a quick treat with friends, taking a break from work or studies, or enjoying a refreshing snack on the go, ice cream fits seamlessly into their busy lifestyles. Brands can tap into this behavior by emphasizing convenience, portability, and trendiness in their marketing messages.
On the other hand, older consumers, particularly those over the age of 55, show a strong preference for cone ice cream. For this demographic, ice cream is often associated with nostalgia and indulgence, making them more likely to opt for traditional flavors and formats. When marketing to older consumers, brands can focus on quality, craftsmanship, and the indulgent experience that comes with enjoying a well-made cone of ice cream.
Gender also plays a role in ice cream consumption habits. Women in Vietnam are more likely than men to purchase ice cream from convenience stores and grocery shops, with 60% of women opting for these outlets compared to 47% of men. This suggests that marketing campaigns targeting female consumers should emphasize convenience and ease of access, as well as highlighting the availability of a wide range of products in these retail locations.
The Frequency of Ice Cream Consumption: Spontaneity Rules
One of the most interesting insights is the frequency with which Vietnamese consumers indulge in ice cream. While a small percentage of consumers eat ice cream daily, the majority of consumers enjoy it on a weekly or monthly basis, with 30% of consumers eating ice cream weekly and 34% indulging monthly.
However, what sets Vietnamese ice cream consumption apart from other markets is the spontaneous nature of these indulgences. Many consumers report eating ice cream "on a whim" or when they are invited by friends or family. This highlights the importance of impulse purchasing in the ice cream market, with many consumers deciding to buy ice cream based on their immediate cravings or social interactions.
For brands, this means that positioning ice cream as an impulsive, guilt-free treat that can be enjoyed at any time of day is crucial. Offering ice cream in convenient, single-serving formats that are easy to grab on the go can help cater to this spontaneous consumption behavior. Additionally, running in-store promotions or creating visually appealing product displays can encourage consumers to make an impulse purchase when they see your product on the shelf.
Top Reasons for Ice Cream Consumption in Vietnam
While the frequency of ice cream consumption varies across age groups and regions, the reasons for indulging in ice cream remain consistent across the board. The top three reasons why Vietnamese consumers choose to eat ice cream are:
Where Do Vietnamese Consumers Buy Their Ice Cream?
The retail landscape for ice cream in Vietnam is diverse, with consumers purchasing their favorite treats from a variety of outlets. However, convenience is a top priority for many Vietnamese consumers, with the majority of ice cream purchases happening at grocery stores (53%) and convenience stores (43%).
These retail outlets offer a wide selection of ice cream products, making it easy for consumers to find their favorite flavors and formats. For brands, having a strong presence in these outlets is crucial to capturing market share. In-store promotions, product sampling, and eye-catching displays can help your brand stand out in a crowded market and encourage consumers to choose your product over competitors.
It’s also worth noting that while many consumers prefer to buy ice cream from convenience stores and grocery shops, a significant percentage (32%) also purchase ice cream from specialty ice cream shops. These shops often offer a more premium, artisanal experience, allowing consumers to indulge in high-quality, hand-crafted ice creams that they may not find in traditional retail outlets.
The Role of Advertising and Marketing in the Ice Cream Industry
In today’s digital age, marketing plays a pivotal role in the success of any brand, and the ice cream industry in Vietnam is no exception. Online advertising and word-of-mouth are the two most influential channels for reaching Vietnamese consumers, with 46% of consumers discovering new ice cream brands through online ads and 45% relying on recommendations from friends and family.
This highlights the importance of having a strong digital presence, particularly on social media platforms like Facebook, Instagram, and TikTok, where consumers are actively seeking out new products and brands. Running targeted ad campaigns on these platforms can help raise awareness of your brand and drive traffic to your retail partners or online store.
Additionally, influencer marketing is becoming increasingly popular in Vietnam, with many consumers looking to influencers for recommendations on what products to try. Partnering with local influencers who align with your brand’s values and target audience can help you build credibility and trust with consumers, while also generating buzz around new product launches or promotions.