Domestic products gain favour with shoppers

With Tet approaching, consumer goods markets have become increasingly active, particularly in major cities such as Hanoi. Domestic products are emerging as the preferred choice for many shoppers, driven by improved quality, more attractive packaging and prices significantly lower than imported alternatives.

Major supermarket chains including Go!, Co.opmart, VinMart and WinMart have report that Vietnamese products account for up to 90% of Tet goods on their shelves. These include staple foods, processed items and traditional holiday specialties such as sausages, confectionery and regional specialties.

Nguyen Thi Bich Van, communications director at Central Retail Vietnam, which operates the Go! supermarket chain, says domestic goods now make up around 90% of its product mix.

In addition to essential consumer items, we are introducing a wide range of traditional Tet foods and regional specialties to meet seasonal demand, says Van, noting that promotion of local specialties began as early as December.

Similarly, Saigon Co.op, operator of the Co.opmart system, is committed to prioritising Vietnamese goods during the peak shopping season. Deputy CEO Nguyen Ngoc Thang says around 90% of Tet products sold across its nationwide network are domestically produced, with a focus on OCOP-certified products, VietGAP standards and safe agricultural goods.

Wet markets have also seen domestic products take the lead. Traders in Hanoi share that locally made confectionery continues to outsell imported brands, citing comparable quality but prices 40–50% lower.

Tran Thi Phuong Lan, chairwoman of the Vietnam Retailers Association, says, Vietnamese businesses have invested heavily in production technology, packaging and product diversification, helping local goods compete more effectively with imports.

Vietnamese products now have a clear advantage thanks to competitive pricing, improved quality and designs that suit consumer preferences, she says, adding that prioritising domestic goods also supports the national economy amid ongoing economic challenges.

Retailers expand stockpiles, promotions to stimulate demand

According to a Kantar Worldpanel Vietnam report on Tet 2026 shopping trends, Vietnamese consumers are expected to spend more cautiously this holiday season, prompting retailers to increase inventories while rolling out deeper discount programmes.

Hanoi’s Department of Industry and Trade forecasts retail demand in the capital to rise between 3% and 20% during the pre- and post-Tet period, depending on product categories. Local supply is estimated to meet only 50–65% of total demand, with the remainder sourced from other provinces.

Deputy Director Nguyen The Hiep says authorities have instructed businesses to increase stockpiles by 10–20% compared with normal months as part of price stabilisation efforts. Nineteen enterprises are participating in the city’s market stabilisation programme, covering essential goods such as rice, meat, eggs, cooking oil, seafood and confectionery.

Retail chains have followed suit. Go! Thang Long supermarket has boosted inventory by up to 20% to meet Tet demand, particularly for fresh food and high-turnover items. Meanwhile, Co.opmart plans to raise Tet stock levels by 20% year on year, focusing on staple foods and processed products.

WinCommerce, operator of WinMart, WinMart+ and WiN, says it has begun working with suppliers months in advance to ensure sufficient supply and stable prices, while prioritising fresh food, essential goods and holiday gift items.

To stimulate consumption, major retailers have rolled out large-scale discount campaigns. Co.opmart is offering price cuts of up to 45% on food products, while other chains including Lotte Mart and WinMart have launched promotions with discounts of up to 70% on selected items during the peak shopping period.

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