Launching the moon cake market in 2025

With nearly a month to go until the Mid-Autumn Festival, the 2025 moon cake market in Ho Chi Minh City has started. Many big brands have launched a series of new cake collections, not only changing the flavors, but also investing heavily in design, packaging, eye-catching models, imbued with traditional cultural colors, attracting consumers.

Since the beginning of the sixth lunar month, many major brands have launched new cake collections, but it is not until the seventh lunar month that many points of sale appear to serve consumers.

Businesses launch many new products for the 2025 Mid-Autumn Festival.

According to Ms. Nguyen Thi Kim Ngan, Deputy General Director of Sun Do Food Joint Stock Company, the owner of the Sauvoure mooncake brand, at this time, purchasing power in the market has increased by 20% compared to the same period, but is still slower than expected.

To best serve consumers, the company has launched many products that follow the current green consumption trend such as: less sweet products, natural and healthy ingredients such as lotus seeds, taro, coffee, green tea... while maximizing cultural and traditional elements in the cake collection to create a difference in the market.

According to a representative of Huu Nghi Company, this year's market has many positive signs for reputable cake manufacturers, thanks to the move to tighten product quality and push back production facilities that do not ensure food safety by the authorities.

Accordingly, this year's trend is for people to choose reputable cake brands that focus on health, instead of choosing homemade cakes that are not transparent about quality information.

“The market is quite positive, so the company also takes advantage of the opportunity to launch products into distribution channels. Besides focusing on quality, the manufacturer also grasps new consumer trends, blending tradition and modernity, adding many new cake flavors such as mochi, lava egg melt... to serve the needs of enjoyment and gifting,” said Mr. Nguyen Cong Anh, Sales Director of the Southern Branch, Southern Branch of Huu Nghi Food Joint Stock Company.

Moon cake products inspired by Ben Thanh market model, Ho Chi Minh City attract consumers.

Many major cake brands also expect a sharp increase in purchasing power during the peak season, so they are actively preparing ingredients, marketing, expanding direct distribution channels and online stores to take advantage of their customer base. Traditional and popular cake lines range from 70,000 to 200,000 VND, while high-end lines can cost over 300,000 VND/cake. Gift sets also range from about 350,000 to several million VND/box depending on the flavor, segment and number of cakes.

In addition to natural ingredients, many high-end product lines such as moon cakes with bird's nest, shark fin, and mixed flavors also attract consumers in Ho Chi Minh City.

Compared to previous years, this year, handmade "homemade" cakes in Ho Chi Minh City are almost absent, partly because of the difficulty in meeting the requirements for providing invoices and documents, and partly because of consumers' fear of risks from products of unknown origin.

To tighten the quality of moon cakes, the Ho Chi Minh City Department of Food Safety has early deployed a specialized inspection to monitor the food safety of moon cakes, divided into 3 phases, in which the first phase focuses on production materials, the second phase focuses on checking the distribution and circulation stages, and the third phase after the festival, checks the points of sale of moon cakes at big discounts, preventing near-expiry and expired products from reaching consumers.

The Ho Chi Minh City Department of Food Safety is also coordinating with the Department of Industry and Trade to implement the program "Green Tick responsibility for moon cakes", thereby enhancing the responsibility of information disclosure, quality, transparency of product origin and origin of cake manufacturers, pushing back poor quality and floating products on the market, limiting risks for consumers.

In the context of consumers increasingly paying attention to health factors and spiritual values, the moon cake market in Ho Chi Minh City in 2025 shows a clear shift: from chasing quantity, now focusing more on quality, cultural stories and customer experiences.

The appearance of traditional-modern cake collections, along with the trend of "sophisticated gifting" has added color to this year's moon season.

Market experts predict that as the peak shopping season approaches, purchasing power will increase sharply, especially from businesses and young customers.

This is not only an opportunity for businesses to affirm their brands, but also a time for the domestic mooncake industry to raise its level and build solid trust with safe, transparent and culturally valuable products.

According to VNA

Source: https://baobacninhtv.vn/khoi-dong-thi-truong-banh-trung-thu-nam-2025-postid426066.bbg