A report on the culinary business shows that at least 2 out of 3 Vietnamese people "follow the trend" of street food.
According to the Vietnam Food Business Market Report 2023 released by iPOS, a company providing restaurant and cafe management solutions, at the end of March, at least 2 out of 3 Vietnamese people "follow the trend" of street food, showing the strong influence of current culinary trends.
In 2023, salted coffee took the number 1 position in new culinary trends in Vietnam with nearly 35% of people choosing it. Coming in second was soursop tea with 19.5% of diners choosing it, followed by strong oolong tea, mangosteen chicken salad, Yunnan grilled milk tea (terracotta milk tea), coin cakes and hand-pounded lemon tea.
Coin Cake - one of the 10 most famous street food trends in Vietnam in 2023. Photo: Ngoc Ngan
The data was published after surveying 3,000 restaurants and cafes; 4,000 diners nationwide; interviewing nearly 100 experts and data from reputable market research units.
The report commented that the most regrettable of the 2023 Vietnamese street food trends is coin cakes. To sell this dish, investors spent a lot of money to invest in production equipment (4-6 million for a cake making machine) and import expensive ingredients, such as Mozzarella cheese. However, the trend did not last long.
Economic difficulties are shown to not affect the "coffee-going" habit of Vietnamese people. More than 42% of Vietnamese people said they go to coffee shops 1-2 times a month, 30% go 1-2 times a week, an increase of nearly 10% compared to 2022. The most common spending level for each coffee trip is 41,000-70,000 VND. Dating couples are more active in going to coffee shops than married people, with a frequency 4 times higher.
Customers drink terracotta milk tea at a shop in Ho Chi Minh City. Photo: Quynh Tran
Vietnamese diners are becoming more health conscious by reducing the amount of sugar in their drinks. 33% of respondents choose less sweet drinks and 4.7% do not add sugar to their drinks. This trend is almost uniform across all three regions.
However, the rate of Vietnamese people skipping breakfast is twice as high as in 2022, when only 5.4% of respondents spend a lot on breakfast and 17.5% skip meals. Explaining this, many people say that "skipping breakfast and having a more filling lunch saves a small part of daily expenses". Married people often pay more attention to breakfast than the other group (single, dating).
2023 will see Vietnamese people spending more on lunch, with nearly 50% of respondents spending 31,000-50,000 VND on food and drink; an increase of 5% compared to 2022. For the spending range of 51,000 - 70,000 VND, the percentage of Vietnamese people choosing has changed slightly, increasing by nearly 2% compared to 2022. The spending range from 70,000 VND has a large increase, the number of Vietnamese people choosing has nearly doubled compared to the previous year. The number of diners spending more than 100,000 VND on dinner has also increased nearly 4 times compared to 2022.
Vietnamese people are also tending to eat out more often, with more than 17% of diners surveyed eating out every day. Nearly 30% eat out 3-4 times a week, while in 2022 the figure was nearly 18%.
Phuong Anh
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