Vietnam Meat Market By Product (Chicken, Pork, Frog, Duck, Mutton), By Type (Raw and Processed), By Distribution Channel (Departmental Stores, Specialty Stores, Hypermarket/ Supermarket, Online and Others (Direct Sellers, General Merchandised Retailers, etc.)), By Region, Competition Forecast & Opportunities, 2019-2029F

Market Overview

Vietnam Meat market was valued at USD 7.56 Billion in 2023 and is expected to reach USD 10.20 Billion by 2029 with a CAGR of 5.12% during the forecast period. On account of increasing consumption of various types of meat & meat products. Increasing demand from the fast food joints is further driving the growth of the Vietnam meat market in the upcoming five years. Rapidly increasing consumption of poultry meat, pork meat, along with frog & duck meat is anticipated to drive the growth of the Vietnam meat market in the upcoming five years. Increasing demands among the population to self-cook their meals along with increasing inclination of the younger population toward online food delivery services for their regular meals is also supporting the growth of the Vietnam meat market in the next five years. The meat market in Vietnam is a dynamic and rapidly evolving sector, reflecting the country's growing economy, urbanization, and changing consumer preferences. Traditionally, meat consumption in Vietnam has been dominated by pork, but recent trends indicate a diversification towards other meat types such as poultry, beef, and seafood. This diversification is influenced by several factors, including rising incomes, health awareness, and globalization.

Key Market Drivers

Economic Growth and Rising Incomes

Vietnam has been experiencing a significant economic expansion, which in turn has resulted in a rise in disposable income among its citizens. Vietnam’s GDP reached USD 430 billion in 2023, with a GDP growth rate of 5.05 percent (GSO).This financial upturn has allowed for a greater expenditure on a variety of meat products that are of superior quality. As individuals ascend the economic hierarchy, there's a discernible transition in dietary habits, moving away from basic staples and gravitating towards diets that are richer in protein content, encompassing a range of meat options. This shift not only reflects the country's economic prosperity but also indicates a change in consumer preferences and lifestyle. With more resources at their disposal, Vietnamese consumers are opting for diets that were once considered a luxury, signifying not just a change in eating habits but also a cultural shift towards valuing diversity and quality in food consumption. This trend is indicative of the broader economic transformations taking place within the country, showcasing how economic health can influence and reshape traditional dietary patterns.

Urbanization leads to shift in lifestyle and dietary patterns

Rapid urbanization in Vietnam has significantly transformed lifestyle and dietary patterns. As more people migrate to urban areas, they gain access to a wider variety of meat products through modern retail formats such as supermarkets and hypermarkets. These outlets offer a diverse selection of meats, which are often unavailable in traditional wet markets. Consequently, urban consumers are increasingly exposed to different types of meat, including poultry, beef, and processed meats, expanding their dietary choices. The convenience of modern retail formats has led to a surge in demand for convenience foods, particularly ready-to-cook and ready-to-eat meat products. These products cater to the fast-paced urban lifestyle, providing quick and easy meal solutions for busy individuals and families. The availability of pre-marinated meats, sausages, and other processed products in supermarkets appeals to consumers seeking both convenience and variety in their diets. The proliferation of convenience stores in urban areas further supports this trend by offering a range of meat products suitable for quick preparation. This shift towards convenience foods reflects broader changes in consumption patterns, driven by the need for efficiency and the desire for diverse culinary experiences. As urbanization continues to accelerate in Vietnam, the demand for varied and convenient meat products is expected to grow, shaping the future of the meat market in the country.

Health and Nutrition Awareness

In Vietnam, growing health consciousness is significantly influencing consumer behavior, particularly in the meat market. As more Vietnamese become aware of the health implications of their diets, there is a marked shift towards leaner and more nutritious meat options. Poultry and seafood, which are generally perceived to be healthier alternatives to red meats, are increasingly favored by health-conscious consumers. This preference is driven by the lower fat content and higher protein levels found in these meats, making them appealing to those looking to maintain a balanced and healthy diet. Poultry, especially chicken, is seen as a versatile and protein-rich option that fits well into various culinary traditions without the high saturated fats associated with red meats. Similarly, seafood offers numerous health benefits, including being rich in omega-3 fatty acids, which are essential for heart health. The trend towards these leaner meats is further supported by the increasing availability of health information and dietary guidance, which encourages the consumption of proteins that support overall well-being. The growing trend of fitness and wellness lifestyles among younger Vietnamese demographics has reinforced the shift towards healthier meat choices. This demographic is more inclined to follow global health trends and incorporate them into their dietary habits. As a result, the demand for poultry and seafood is on the rise, reflecting a broader movement towards healthier eating patterns in Vietnam. This shift not only promotes better health outcomes but also drives growth and diversification within the meat market.

Cultural Shifts and Globalization

The influence of Western culture and cuisine on the food preferences of Vietnamese consumers is becoming increasingly significant. This trend is particularly noticeable among the younger generation, who are more inclined to explore and embrace new culinary experiences. Globalization and increased exposure to international media have played a crucial role in this shift, introducing young Vietnamese consumers to a variety of Western dishes and cooking styles.  The rise of Western-themed restaurants and cafes in urban areas further supports this trend, offering a blend of traditional Vietnamese and Western dishes to cater to the evolving palates of the younger demographic. Additionally, social media influencers and food bloggers are actively promoting Western cuisine, making it more accessible and appealing to a broader audience. This growing interest in Western food is indicative of a broader cultural shift, reflecting Vietnam's integration into the global economy and the increasing cultural exchange between the East and the West. According to the Organization for Economic Cooperation and Development (OECD), Vietnam has emerged as one of the world's major pork consumers, with each Vietnamese individual eating roughly 27.7 kilograms of pork. By 2029, this figure could exceed to 32.7 kg, surpassing South Korea and China for the top place in worldwide per capita consumption.

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 Key Market Challenges

Supply Chain and Infrastructure Constraints

Vietnam's meat supply chain is often fragmented and inefficient. The lack of a cohesive and well-integrated supply chain leads to issues in maintaining the quality and safety of meat products from farm to table. Inconsistent supply chain practices can result in higher levels of meat spoilage and wastage, affecting overall market efficiency.  The lack of adequate cold storage and transportation infrastructure is another major challenge. This insufficiency limits the ability to maintain the freshness and safety of meat products, particularly in remote and rural areas. Without proper refrigeration, the risk of contamination and spoilage increases, compromising food safety standards.

Regulatory and Quality Control 

 The meat market in Vietnam suffers from a lack of standardized quality control measures. This inconsistency in quality standards makes it difficult for consumers to trust the safety and quality of meat products. The absence of stringent regulations and enforcement mechanisms further exacerbates this issue. Food safety remains a critical concern in the Vietnamese meat market. Issues such as the use of banned substances, improper handling, and inadequate sanitation practices pose significant health risks. The government has been working to improve food safety regulations, but enforcement remains a challenge. For Vietnamese meat producers aiming to export their products, compliance with international standards is essential. Meeting these stringent requirements can be challenging, especially for small and medium-sized enterprises (SMEs) that may lack the necessary resources and expertise.

Market Competition

The meat market in Vietnam is becoming increasingly competitive, with both domestic and international players vying for market share. This competition can put pressure on local producers to improve their practices and innovate, but it also presents challenges in terms of pricing and market positioning. Vietnamese consumers are becoming more health-conscious and are demanding higher quality and safer meat products. This shift in consumer preferences requires meat producers to adapt by improving their production practices and ensuring the availability of high-quality products. However, this transition can be costly and time-consuming. Despite the growing demand for high-quality meat, price sensitivity remains a significant factor for many Vietnamese consumers. Balancing the need to provide affordable meat products while maintaining quality and safety standards is a challenge for producers. The high cost of implementing advanced production and quality control measures can further strain profit margins.

Key Market Trends

Shift to Value-Added Products

The Vietnam meat market is witnessing a significant shift towards value-added meat products such as marinated meats, sausages, and processed meats. This trend is driven primarily by the busy lifestyles of urban consumers who prioritize convenience without wanting to sacrifice taste and quality. Value-added meat products offer a practical solution for these consumers, providing ready-to-cook or ready-to-eat options that save time and effort in meal preparation. Marinated meats, for example, come pre-seasoned and often require minimal cooking time, making them ideal for quick and easy meals. Sausages and other processed meats are popular for their versatility and can be used in a variety of dishes, from breakfast to dinner. These products also benefit from improved packaging and preservation technologies, ensuring longer shelf life and maintaining freshness. The rise of modern retail formats like supermarkets and hypermarkets has facilitated the availability and visibility of these value-added products, further boosting their popularity. Vietnam’s food processing industry, valued at USD 73.8 billion in 2023. Growth in 2023 was 6.1%, down from a blistering 8.8% in 2021 and 2022. The convenience offered by these products aligns well with the increasing demand for high-quality, flavorful, and quick meal solutions among urban dwellers. As consumer preferences continue to evolve, the market for value-added meat products in Vietnam is expected to grow, driven by innovations in product offerings and the expansion of distribution channels.

Expansion of Modern Retail Channels

The expansion of supermarkets, hypermarkets, and convenience stores is significantly reshaping the meat retail landscape in Vietnam. These modern retail outlets are rapidly gaining popularity due to their ability to provide better quality control, enhanced hygiene standards, and a more extensive selection of meat products compared to traditional wet markets. Consumers are increasingly favoring these modern formats because they offer a cleaner shopping environment and assure better food safety measures, which is a critical factor in meat purchasing decisions. Additionally, the diverse product range available in supermarkets and hypermarkets caters to the evolving dietary preferences and lifestyle needs of urban consumers, who seek both variety and convenience. These stores often stock value-added meat products like marinated meats and processed items, which are not typically found in traditional markets. As a result, the shift towards modern retail channels is driving higher standards in the meat industry and encouraging the adoption of improved practices across the supply chain, from farm to table. This transformation is expected to continue, further enhancing the quality and accessibility of meat products for Vietnamese consumers.

Technological Advancements in Production

Technological innovations in livestock farming and meat processing are significantly boosting productivity and enhancing product quality. Automation plays a critical role in streamlining operations, reducing labor costs, and improving efficiency throughout the production process. Advanced machinery and robotics are being utilized for tasks such as feeding, milking, and cleaning, ensuring consistency and hygiene. Biotechnology advancements are also transforming the meat industry. Genetic selection and breeding programs are helping to produce healthier, more productive livestock. Innovations in animal health, such as vaccines and disease-resistant breeds, are reducing mortality rates and improving overall herd health. Cold chain logistics are essential for maintaining the quality and safety of meat products from farm to fork. Investments in state-of-the-art refrigeration and transportation systems ensure that meat remains fresh during transit, minimizing spoilage and waste. These logistics advancements are particularly crucial in meeting the growing demand for high-quality meat products in urban areas and export markets. Overall, these technological advancements are crucial for the meat industry to keep up with rising demand, meet stringent quality standards, and maintain competitiveness in a rapidly evolving market. As the industry continues to embrace these innovations, it is well-positioned to deliver higher-quality meat products to consumers worldwide.

Segmental Insights

Product  Insights

In the Vietnam Meat Market, pork stands out as a leading segment due to several key factors that underscore its significance in both consumption and production. Vietnam has a rich culinary tradition heavily influenced by pork-based dishes, making it a staple in the daily diet of many Vietnamese households. This cultural preference drives consistent demand across urban and rural areas alike. Pork production in Vietnam is robust and well-established, supported by a large network of small to medium-scale farms and a growing number of industrialized producers. The government's policies also encourage pork production as a means to ensure food security and meet domestic demand effectively. Pork's affordability compared to other meats like beef and poultry makes it accessible to a broader demographic, contributing to its widespread consumption. The Organisation for Economic Cooperation and Development (OECD) estimates that the average Vietnamese person consumes about 27.7 kg of pork annually, making Vietnam one of the world's top pork consumers. Vietnamese consumers generally prefer fresh pork, which has led to innovations in distribution and retail channels to ensure freshness and quality across the market. In recent years, despite challenges such as disease outbreaks affecting pork production, the sector has shown resilience and adaptability. Investments in technology and biosecurity measures have been pivotal in maintaining stability and growth within Vietnam's pork industry, reinforcing its position as a cornerstone of the country's meat market.

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Regional Insights

The Northern Region of Vietnam holds significant importance in the country's meat market . Geographically, it encompasses provinces like Hanoi, Hai Phong, and the agricultural heartlands of the Red River Delta. This region benefits from fertile land and favorable climate conditions, ideal for livestock farming and cultivation of feed crops. Northern Vietnamese cuisine heavily incorporates meat dishes such as pho (noodle soup with beef or chicken), bun cha (grilled pork with vermicelli), and various pork-based delicacies. This cultural preference drives a steady demand for quality meat products, both fresh and processed, throughout the region.The Northern Region is a hub of economic activity and urbanization, with cities like Hanoi and Hai Phong experiencing rapid growth. This urbanization fuels demand for meat products, not only for local consumption but also for food service industries catering to a growing urban population.

The Northern Region's strategic location and infrastructure connectivity facilitate distribution channels, ensuring efficient supply chains from farms to markets. This logistical advantage further enhances its role in the overall Vietnam meat market. The Northern Region of Vietnam stands out in the Vietnam meat market due to its agricultural productivity, cultural culinary traditions, economic vibrancy, and strategic logistical advantages, making it a pivotal area for both production and consumption of meat products in the country.

Recent Developments

• In 2024, the Vietnam Certification Centre (QUACERT) established the Vietnam Halal Certification Authority (HALCERT) a significant milestone in Vietnam's systematic development of its Halal industry. HALCERT will oversee certification activities, facilitate discussions, training, and international cooperation in the Halal sector, aligning with the government's efforts to enhance global collaboration for Vietnam's Halal industry by 2030. The move is expected to boost Vietnam's Halal exports and penetration into the lucrative global market.
• In 2023, first Chickita restaurant in Vietnam was established,  a new fast-food chain under the management of Dzine Food Solutions and Thailand's CPFoods. The restaurant features flame-grilled chicken with unique Asian sauces and special recipes, emphasizing the use of fresh, high-quality chicken from C.P. Chickita aims to offer an attractive dining experience with its from-farm-to-table philosophy and plans to expand to other countries, including Singapore.

Key Market Players

• SAN HA Co., Ltd. 
• C.P. Pokphand Co. Ltd. 
• Masan MEATLife Corporation
• Daesang Vietnam Co., Ltd. 
• DABACO Group Joint Stock Company 
• CJ Vietnam Co. Ltd.
• Ha Long Canned Food Joint Stock Company
• Special Aquatic Products Joint Stock Company 
• Kien Giang Trading Joint Stock Company
• San Miguel Brewery Vietnam Co. Ltd 

Report Scope:

In this report, Vietnam meat market has been segmented into following categories, in addition to the industry trends which have also been detailed below:

• Vietnam Meat Market, By Product:
• Chicken
• Pork
• Frog
• Duck
• Mutton
• Vietnam Meat Market, By Type:
• Raw
• Processed
• Vietnam Meat Market, By Distribution Channel:
• Departmental Stores
• Specialty Stores
• Hypermarket/ Supermarket
• Online 
• Others
• Vietnam Meat Market, By Region:

o   Northern Region

o   Central Region

o   Southern Region

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in Vietnam meat market.

Available Customizations:

With the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Vietnam Meat Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]