{"id":108,"date":"2026-03-24T14:54:32","date_gmt":"2026-03-24T05:54:32","guid":{"rendered":"http:\/\/india-marketing.jp\/vietnam\/%e3%83%99%e3%83%88%e3%83%8a%e3%83%a0%e3%81%ae%e8%8b%a5%e8%80%85%e3%81%8c%e5%a4%89%e3%81%88%e3%82%8b%e9%a3%9f%e3%81%ae%e5%97%9c%e5%a5%bd%e3%81%a8%e5%b8%82%e5%a0%b4%e3%83%88%e3%83%ac%e3%83%b3%e3%83%89\/"},"modified":"2026-08-02T16:19:39","modified_gmt":"2026-08-02T07:19:39","slug":"vietnam-trends-market-youth","status":"publish","type":"vietnam","link":"https:\/\/india-marketing.jp\/en\/vietnam-business\/vietnam-trends-market-youth\/","title":{"rendered":"How Vietnam's Gen Z Is Changing Food Preferences in 2025: Market Trends and Opportunities for Japanese Companies"},"content":{"rendered":"
\nThis article is based on what we could verify As of August 1, 2026<\/strong> This article is based on public materials and news reports from Vietnam. Vietnam's tax system, regulations, and administrative divisions change frequently, so information here may have been updated since publication. For actual business decisions, please confirm the latest details with the relevant government authorities or local experts as primary sources.\n<\/div>\n\n\n

The Food Consumption Behavior of Vietnam's Gen Z<\/h2>\n

Of Vietnam's roughly 100 million people, Gen Z (born 1997-2012) accounts for about 25% of the workforce and is rapidly transforming the country's consumer market. In food trends as well, this generation's preferences are shaping the direction of the market.<\/p>\n

Gen Z's attitude toward food differs significantly from older generations. They value quality and experience over quantity and tend to prefer snacking over full meals. According to a survey, 25% use fast food, 18% use roadside eateries, and 17% use convenience stores (source: VIR<\/a>).<\/p>\n

Major Food Trends in 2025<\/h2>\n

The Evolution of Caf\u00e9 Culture<\/h3>\n

Vietnam's cafe culture<\/a> This is evolving rapidly to match Gen Z's tastes. While the previous generation favored coffee and alcohol, Gen Z tends to prefer bubble tea (tapioca milk tea) and fruit tea. Caf\u00e9s function less as places to eat and drink than as spaces for personalized experiences, artisanal beverages, and lifestyle consumption.<\/p>\n

What is in demand is an Instagram-worthy space that offers menus incorporating non-dairy milk (oat milk, almond milk) and plant-based alternatives, along with a tech-enabled ordering system.<\/p>\n

Health Consciousness and the Vegetarian Boom<\/h3>\n

Interest in vegetarian and vegan food is rapidly rising among young people, and the number of Gen Z customers at vegetarian restaurants is increasing. Vietnamese consumers' purchase rate of meat alternatives exceeds the global average, and food choices conscious of protein, fiber, and natural ingredients are becoming mainstream (source: Innova Market Insights<\/a>).<\/p>\n

A Return to Local Food<\/h3>\n

In 2025, Vietnamese consumers are showing a clear shift toward products that emphasize local origin, environmental consideration, and social ethics. Pride in domestic products, rising environmental awareness, and changing perceptions of quality are combining to increase demand for \"new food experiences using local ingredients\" (source: Invest Vietnam<\/a>).<\/p>\n

The Normalization of Food Delivery<\/h3>\n

delivery<\/a> is a routine way for Gen Z to get meals. ShopeeFood<\/a> (with a 56% share) is popular among 16-24 year-olds, and Gen Z<\/a> usage of food delivery apps here is extremely high.<\/p>\n\n\n

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