Xu hướng F&B nổi bật năm 2022


Reviving, understanding market trends and maintaining community momentum are important to F&B's revival, especially in the early stages of reopening like today.


The two years of the Covid-19 pandemic have had a heavy impact on businesses, especially in the F&B sector. However, many businesses with flexible adaptability have quickly grasped trends and opportunities in danger and transformed quickly to withstand the storm and recover and develop after the pandemic.


Many of these trends are discussed by F&B experts such as Mr. Yosuke Masuko (Pizza 4P's), Mr. Vincent Mourou (Marou Chocolate), Mr. Cong Ong (Good Food), Mr. Taiki Mori (Capichi Vietnam), Mr. Taku Tanaka (Kamereo), Mr. Timen Swijtink (Lacàph)... in the event "Vietnamese cuisine and beverages 2022" is expected to continue.


Appreciating the creativity and energy of young people


According to the United Nations Population Fund, Vietnam currently has nearly 25% of the population between the ages of 16 and 30. This is considered a valuable resource that promises to bring uniqueness and creativity to the F&B industry.

Photo by Quang Nguyen Vinh from Pexels

The young generation are the ones who set new trends in the food industry and are also the individuals who use the most F&B products and services. Notably, according to a report by Decision Lab, Generation Z (born in 1997-2012) is the generation that the food and beverage industry needs to focus and pay attention to.


Although the income is not too high, Generation Z is still willing to spend a large amount of money on eating out, with a total amount of nearly 900 thousand VND per month. Always ready to welcome new and exciting things, Generation Z is considered the top target group of international food venues.


The demand for healthy living continues to increase sharply


With the pressure from the pandemic, consumers have more incentive to pay for healthy products. This is also one of the main reasons that stimulate the rise of new dietary trends, typically the gluten-free or keto diet.


In Vietnam, businesses operating in the F&B industry can take advantage of Vietnamese people's eating habits such as liking green vegetables, loving healthy snacks or "don't eat alone".

Photo by Rachel Park on Unsplash

In addition to their own health, consumers are now more fully aware of the surrounding environment to make F&B brand choices in line with the values they pursue.


This change has encouraged the F&B industry to focus on better and more sustainable values. At the same time, this is an opportunity to open up new directions for those in the industry. They need to be more careful in the branding process - from the sourcing of raw materials, to the packaging of products.


Shifts in consumer payment habits


Faced with the impact of the pandemic, consumers around the world have adopted digital methods in their work and daily lives. Many people have started to build the habit of paying via QR code, mobile phone or contactless card technology instead of using cash as before.


According to Mastercard's "New Payments Index 2021" survey, 84% of consumers in the Asia-Pacific region see a significant increase in their access to emerging forms of payment. That said, 88% used at least one emerging form of payment in the last year.

Photo by Mika Baumeister on Unsplash

Up to two-thirds of people surveyed, of which 75% are Generation Y (those born in 1981 - 1996), shared that they had tried new payment methods that they thought they wouldn't have used without the pandemic. In addition, up to 60% of consumers said they would be "ready to say goodbye" to locations that do not accept electronic forms of payment.


Winnie Wong, Mastercard's Country Manager for Vietnam, Cambodia and Laos, said the pandemic has fueled the 'digital habit' in Vietnam, and this habit will persist for a long time. This is the reason why consumers are now expecting more seamless and omnichannel digital experiences in their interactions with businesses, including those in the F&B sector.


“To meet the growing needs of consumers, businesses need to digitize and put the needs of their customers first. This is extremely urgent for businesses to minimize the impact of the pandemic and stay ahead of competitors,” said Ms. Winnie Wong.


Source: theleader.vn