Businesses are keeping pace with Tet consumer trends.

As we enter the final month of the year, the market for the 2026 Lunar New Year (Year of the Horse) is experiencing significant fluctuations in supply, purchasing power, and consumer trends, requiring businesses to adapt quickly to seize opportunities and meet market demands during the peak season.

Many businesses are proactively securing their supply chains and improving product designs to meet market demands.

Many market challenges during the Lunar New Year season.

Surveys and information exchange indicate that the market is experiencing fluctuations, sometimes unpredictable, but the overall trend is a decrease in purchasing power. Businesses, especially small businesses, are facing many difficulties. Household businesses and small traders are facing even greater challenges.

Ms. Le Thi Hai Yen, Trade Marketing Director of Unilever's home care products, commented: While macroeconomic figures are very bright, the reality of household spending is the opposite. According to a household survey, one in five households reported experiencing difficulties in managing their household expenses.

Consumers tend to spend selectively rather than impulsively. Although the Consumer Price Index (CPI) remains under control, it is reaching its highest level in 10 years, forcing consumers to spend more cautiously. This is partly impacting business during this year's Tet holiday season.

Ms. Yen emphasized: "People are more cautious, prioritizing essential goods and demanding clear information traceability. Businesses need to closely monitor the market and optimize their customer outreach strategies."

Along with changes in consumer behavior and habits, shopping channels are also shifting. Although traditional channels still account for more than half of sales value, online channels and minimarts have increased significantly.

Mr. Lam Hoang Quan, Chief Training and Assessment Expert for International Standards at SGS Vietnam Certification, Inspection and Testing Organization, also stated: "While consumers only have 5-6 seconds to choose a product, businesses need to gain an advantage, primarily through transparency in quality."

In reality, many small and medium-sized enterprises (SMEs) do not fully understand the legal requirements and technical standards, leading to risks of product recalls and loss of market reputation. Therefore, businesses need to tighten quality control processes and proactively adopt international standards to enhance their competitiveness.”

Faced with the challenges posed by the Tet holiday market, businesses are required to innovate, accurately understand consumer needs, make precise market forecasts, and proactively prepare appropriate product supplies.

Innovate and proactively keep pace.

Ms. Vu Kim Hanh, President of the Association of High-Quality Vietnamese Goods and Standing Member of the Mekong Connect Forum Coordination Board, stated that fluctuating consumer demand, extreme weather events, and changes in the flow of goods after natural disasters have forced many industries to adjust their business plans.

Businesses, small traders, and household businesses are currently concerned about transparency regarding product quality and quality control. Therefore, to succeed in the 2026 Tet season, businesses need a deep understanding of new consumer trends.

Accordingly, to overcome market challenges, many businesses believe that Tet is the peak period that allows them to be more proactive in their production and business plans, both to seize opportunities and to promptly respond to fluctuations in raw material prices and changes in consumer purchasing behavior.

Ms. Nguyen Thi Truc Linh, Director of Thuan Duyen Food Co., Ltd. (Song Phu commune), said that from the beginning of the fourth quarter, the company had developed a plan to increase production capacity to meet the demand for food during the Tet holiday season.

Currently, the company owns 4 OCOP 4-star products and 5 OCOP 3-star products in the spice category – which are high-demand items during the year-end season.

This year, Thuan Duyen Food plans to promote a new product line including pandan leaf fermented tofu, fish sauce hotpot sauce, and sour leaf hotpot sauce, all of which have been well-received by the market in Vietnamese product promotion programs.

The company will maintain production until the 26th day of the 12th lunar month to ensure a stable supply for its dealer network.

According to Ms. Linh, businesses must carefully balance production volume and cannot mass-produce like in previous years. "This is a time when we are forced to both reduce costs and be more proactive in reaching new customers through mobile sales trips to markets inside and outside the province to increase opportunities to promote our products to consumers," Ms. Linh shared.

Regarding the Tet jam product group, Ms. Dao Thi Kim Xuyen, owner of Dao Xuyen business (Cang Long commune), said that her establishment had proactively purchased raw materials early to avoid price fluctuations.

Because the product does not use preservatives, the peak production period falls around December to ensure freshness when it reaches the market.

It is evident that businesses proactively managing supply sources, controlling prices, improving service quality, leveraging technology, and grasping consumer trends will not only help them overcome the peak Tet holiday season but also create momentum for sustainable growth in the future.

Text and photos: SONG THẢO

Source: https://baovinhlong.com.vn/kinh-te/thi-truong/202512/doanh-nghiep-bat-nhip-xu-huong-tieu-dung-tet-d784408/