Tet (Lunar New Year) 2026 Consumer Spending: Prioritizing Vietnamese Goods, Boosting the Domestic Market

For the 2026 Lunar New Year, the market is showing a clear trend: consumers are prioritizing agricultural products and regional specialties with clear origins instead of chasing after imported goods.

Domestic businesses improve quality to retain consumers.

Speaking with a reporter from the Industry and Trade Newspaper, Mr. Nguyen Trong Hung, Director of Hung Quan Company, said that to serve the consumer market during the Lunar New Year of the Year of the Horse, the company has focused on developing processed agricultural products with high added value, most notably fermented turmeric in earthenware jars and Central Highlands kơ-nia seeds.

Kơ-nia seeds from the Central Highlands are attracting consumers during the 2026 Lunar New Year. Photo: NH

According to Mr. Hung, the company's main product is turmeric fermented in earthenware jars for six months. This natural fermentation process creates beneficial bacteria and enzymes, helping the body absorb curcumin better and balancing the gut microbiome. "During Tet (Lunar New Year), the demand for protein- and fat-rich foods increases, easily leading to bloating and digestive disorders. Our turmeric fermented in earthenware jars helps improve this condition, providing a soothing feeling for consumers," Mr. Hung shared.

In addition to its core product line, the company also develops fermented turmeric in earthenware jars combined with green banana powder, a source of resistant starch beneficial for the digestive system and suitable for people with stomach problems.

Notably, the product is formulated based on a combination of traditional knowledge and scientific research on curcumin and probiotics. The company has its own R&D team to standardize the formula and production process.

Regarding raw materials, the company collaborates with a red turmeric growing area in Chi Tan commune ( Hung Yen province), covering approximately 4 hectares, which is VietGAP certified. Controlling the raw material area ensures the product has a clear origin, meeting the increasingly high demands of the market.

Currently, turmeric fermented in earthenware jars is distributed through pharmacies, supermarkets, and mother and baby stores nationwide, in two sizes: 500 ml and 280 ml. Meanwhile, kơ-nia seeds, a specialty of Dak Lak, are purchased directly from farmers by businesses, packaged in 650-gram jars, and mainly sold through e-commerce channels during the Tet holiday season.

According to Mr. Hung, current consumer trends show that people are more concerned about quality, origin, and nutritional value rather than just focusing on appearance. "Customers are willing to choose domestic products if they see clear information about the growing region, production standards, and health benefits," Mr. Hung said.

Boosting the domestic market

Regarding regional specialty products, Mr. Nguyen Viet Hong, representative of Vinh Hoa Phat Import-Export Joint Stock Company (Nam Can shrimp cracker brand - Ca Mau), noted that purchasing power during this year's Tet holiday is somewhat more cautious. However, this is also an opportunity for domestic products to affirm their quality.

Local agricultural products and specialties attract tourists. Photo: NH

According to Mr. Hong, product sampling plays a crucial role at trade fairs and promotional events. When customers directly experience and feel the difference in taste, the likelihood of them deciding to buy is much higher than just looking at the packaging.

Businesses also focus on creating specialized Tet gift sets, incorporating regional stories, distinctive imagery, and information about the source of ingredients. When products are placed within a well-designed overall package, their emotional value increases, creating a lasting impression in the minds of consumers.

Mr. Hong believes that to shift from "try once" to "repeat purchase," the key factor remains consistent quality. When consumers perceive consistent and safe flavors, they will proactively choose these products again on subsequent occasions. Notably, the trend of prioritizing Vietnamese products is even more pronounced during this Lunar New Year. This is the time for domestic agricultural products to increase their presence and assert their position in Tet gift baskets.

According to data from the General Statistics Office (Ministry of Finance), total retail sales of goods and consumer service revenue in January 2026 were estimated at VND 632.4 trillion, an increase of 9.3% compared to the same period last year. Notably, this increase was achieved in the context that January did not coincide with the Lunar New Year, indicating that domestic purchasing power remained positive.

Retail sales of goods are estimated at 487.4 trillion VND, with food and beverages increasing by 7.7%; and household goods and equipment increasing by 9.4%. These figures reflect the increasingly important role of the domestic market as a pillar of growth.

According to Mr. Tran Huu Linh, Director of the Department of Domestic Market Management and Development (Ministry of Industry and Trade), the target for total retail sales of goods and services in 2026 is approximately 7,882 trillion VND, an increase of about 11% compared to the previous year. To achieve this goal, the Ministry of Industry and Trade will continue to promote demand stimulation programs and market development associated with the "Vietnamese people prioritize using Vietnamese goods" campaign.

Speaking with a reporter from the Industry and Trade Newspaper, Mr. Nguyen Minh Tien, Director of the Agricultural Trade Promotion Center, said that during Tet (Lunar New Year), Spring Fairs are important opportunities for businesses, cooperatives, and OCOP (One Commune One Product) entities to promote their products and connect supply and demand. This is also a concrete activity to promote domestic consumption in accordance with Government Resolutions 01 and 02 on the socio-economic development tasks for 2026. Promoting domestic consumption is identified as one of the key solutions to create momentum for growth.

"In reality, the preference for foreign goods in Tet gift baskets is gradually changing. Instead of seeking imported goods, many families are choosing regional specialties and processed agricultural products with clear certifications and traceability. This change stems from a growing trust in the quality of domestic products ," Mr. Tien said.

When Vietnamese consumers trust and use Vietnamese agricultural products, the domestic market will become a solid foundation for production. From that foundation, businesses will have more resources to upgrade quality, build brands, and expand exports.

During the period 2026-2030, the goal of increasing the value of agricultural products and aiming for an export turnover of 100 billion USD by 2030 will only be truly sustainable when the products first win over domestic consumers. Therefore, the Lunar New Year 2026 is not only a shopping season but also a milestone demonstrating the maturity of the domestic market, where Vietnamese agricultural products are increasingly confidently asserting their position, starting right on the Vietnamese dinner tables.

The shift away from the "preference for foreign goods" in Tet gift baskets not only expands market opportunities for domestic businesses but also contributes to boosting domestic consumption and creating momentum for economic growth.

Source: https://congthuong.vn/tieu-dung-tet-2026-uu-tien-hang-viet-thuc-day-thi-truong-trong-nuoc-443045.html