-------------- Food / Drink --------------
The demand for frozen foods in Vietnam has been on the rise, driven by changing lifestyles and advancements in home appliances. As urban residents, particularly in Ho Chi Minh City and Hanoi, lead increasingly busy lives, the convenience of frozen foods has made them a preferred choice. The growing adoption of electric appliances such as microwaves and air fryers has further contributed to this trend, making frozen food preparation easier and quicker. A survey conducted among 300 individuals aged 20 to 39 in these cities highlights the most popular frozen foods, reasons behind their increasing consumption, and barriers that limit wider adoption.
Among various frozen food categories, frozen meat ranks as the most popular choice at 74 percent. Consumers prefer it due to its long shelf life and convenience, as many options come pre-cut or marinated. Frozen seafood follows closely at 67 percent, offering an accessible and practical way to enjoy fish, shrimp, and squid without concerns about seasonal availability. Frozen dumplings and dim sum, at 50 percent, have also gained popularity as they provide a quick yet authentic meal option for busy individuals.
The main reason for the increasing consumption of frozen foods is convenience, cited by 81 percent of respondents. Busy lifestyles make quick meal preparation essential, and frozen foods provide a hassle-free solution. Long shelf life is another important factor, with 56 percent of consumers appreciating the ability to store food for extended periods and reduce grocery trips. The variety offered by frozen products is also appealing, as 55 percent of consumers enjoy the diverse selection that includes both Western and Asian meal options.
Despite their growing popularity, frozen foods still face significant barriers. The most prominent concern is the perceived lack of freshness, with 62 percent of consumers believing they are inferior to fresh-market options. Another major concern is the presence of preservatives, which also affects 62 percent of respondents who worry about food safety and nutritional quality. Taste is another issue, with 22 percent reporting that frozen foods do not match the flavor and texture of fresh products.
To increase frozen food adoption, companies must improve consumer awareness of modern freezing technologies that preserve taste and nutrition. Addressing concerns about preservatives and promoting product variety can also help build trust. Clearer packaging information, competitive pricing, and better marketing efforts can further enhance the perception of frozen foods and drive wider acceptance in the Vietnamese market.
Asia Plus Inc.
6F 506 Nguyen Dinh Chieu Street, Ward 4, District 3, Ho Chi Minh City
02839 100 043
