Consumers, especially young people, prefer eating healthier after COVID-19 pandemic. Photo Courtesy Vero "Given the general development trend of the food and beverage (F&B)industry, there are two key factors that receive a lot of attention: processingand ingredients. Business owners can share the source of raw materials thatthey use for a product. This is one of the ways brands can build more trustwith customers," said Vu Tien Long, chief growth officer, Kamereo.
Vietnam is among the fastest growing countries in Asia in terms of foodexpenditure. With GDP expected to start to grow sharply, the F&B industrywill have a lot of room for growth.
However, there is also a lot of competition as more and more internationalbrands are now starting to come to the country to research and launch theirproducts.
Furthermore, eating habits have significantly changed after a long period ofsocial distancing. Therefore, brands need to take wise steps to better servethe needs of their consumers, as well as maintain their positions in themarket.
For many Vietnamese consumers, the nutritional value and health benefits of foodand beverages are the most important factors when choosing a product.
A report entitled Helping Brands Tap into Vietnam’s Changing Eating Habits,which was recently released by Vero and Decision Lab, found that more than 60%of consumers choose healthy eating for better mental health.
Across Vietnam, the report said, mental health is an issue and a trend thatstarted even before the pandemic. Nearly 15% of Vietnam's population suffersfrom depression or anxiety disorders, with a growing number of cases in youngpeople.
In 2021, Vietnam was hit with one of the strictest lockdowns in the world. FromJune to September residents were told explicitly to stay at home. From 2020 to2021, “loneliness” had one of the highest search term increases on Google, with“weight gain” as the concern that received the biggest search volume.
Stemming from the pandemic, consumers have understood that eating healthilyalso brings crucial benefits, in addition to keeping the body fit and healthy.Many studies have shown that food can help improve mood and wellness ingeneral. This movement is on the rise, and has become a trend or buzz-topicamong consumers.
About 64.3% of Gen Z and 71.6% of Gen Y responded that the main reason for themto choose eating healthier is because of the long-term health benefits. Inaddition, more than 60% of consumers from both generations agree that mentalhealth is also one of the great motivations for them to change their eatinghabits.
The pandemic has accelerated the use of vitamins, making them an important partof lifestyles and daily routines.
According to the report, more than 50% of Vietnamese consumers search forinformation about healthy eating through social media.
Authority figures and experts are no longer the only trusted source forcustomers. Social media, friends and families, and influencers are increasinglybecoming trusted authorities for consumers to seek out information abouthealthy eating.
“We’ve noticed that consumers are more open to trying new brands, statingsustainability, quality, or experience as the reason for this,” said strategicplanner Vero, Pham Hoai Anh. As the health and wellness movement grows in Vietnam,consumers are gaining more knowledge about how to lead a healthier lifestyle.
There are many ways that brands can go further in producing products thatsupport healthy lifestyles or adding more value to consumers' daily and casualmeals. Helping consumers make better choices when it comes to what they eat,how they exercise, and how they cook will be key to developing strong authenticrelationships./.
VNA
