Vietnam Spreads Market Overview, 2031

The spreads market in Vietnam has experienced significant changes over the past few decades, influenced by the country’s rich culinary traditions and the increasing exposure to global food trends. Traditionally, Vietnamese households have favored simple spreads such as bơ (butter), mứt (fruit jams), and tương (fermented soybean paste), often used in savory dishes, pastries, or alongside the famous bánh mì (Vietnamese sandwich). Butter, typically spread on bread or served with rice cakes, remains a popular choice for breakfast, and mứt, made from tropical fruits such as mango, papaya, or plum, is commonly enjoyed during festive seasons or as a snack. Fermented soybean paste, or tương, is a staple in many Vietnamese kitchens, used as a savory condiment or dip for vegetables and meats. However, as Vietnam continues to modernize and urbanize, the preferences of Vietnamese consumers have shifted significantly. The growing middle class, particularly in major urban centers like Hanoi, Ho Chi Minh City, and Da Nang, has become more aware of global food trends, driving the demand for a wider range of spreads. International flavors, health trends, and a greater exposure to foreign foods have gradually made their way into the Vietnamese diet. This shift is particularly noticeable among younger generations and more affluent consumers who are seeking novel food products that fit their changing lifestyle preferences. Over the past decade, the Vietnamese spreads market has diversified to include a broader variety of products, such as nut butters, chocolate spreads, and more innovative fruit jams. The demand for healthier, cleaner-label spreads has also grown, as consumers increasingly prioritize natural ingredients and nutritious alternatives. While traditional spreads like butter, margarine, and fruit jams remain popular, the market is expanding with new products that cater to consumers looking for better-for-you options, including reduced-sugar variants, organic spreads, and plant-based alternatives.

According to the research report, "Vietnam Millets Market Outlook, 2031," published by Bonafide Research, the Vietnam Millets market is anticipated to grow at more than 9.01% CAGR from 2026 to 2031. The spreads market in Vietnam is experiencing rapid growth, driven by changing consumer preferences and the rising demand for healthier and more diverse options. As awareness of health issues, including high sugar intake and food additives, becomes more widespread, Vietnamese consumers are seeking spreads that are free from preservatives, artificial flavors, and excessive sugar. This has led to the rise of products that emphasize cleaner, more natural ingredients, particularly among the growing health-conscious segment. Peanut butter, long a staple in Vietnamese kitchens, has seen a transformation, as consumers now prefer more natural, organic, and less processed varieties. Local and international brands alike have responded to this demand by offering peanut butter with fewer additives and a more organic, pure composition. Brands like Công ty Dầu thực vật and The Nut Butter Factory have introduced organic peanut butter with no added sugars or hydrogenated oils, which appeal to the growing number of Vietnamese consumers who are focused on health and wellness. Moreover, there has been a rise in other nut-based spreads, such as almond butter, cashew butter, and hazelnut butter. These alternatives have become increasingly popular, especially in urban areas, where there is a greater awareness of plant-based diets and an increasing number of vegans and vegetarians. The shift toward plant-based eating has also spurred demand for vegan-friendly spreads, which are dairy-free and made from nuts, seeds, and legumes. These plant-based alternatives are often promoted for their high protein, healthy fats, and micronutrient content, making them an attractive option for those with dietary restrictions or those looking to incorporate more plant-based foods into their diet. In addition to nut butters, fruit-based spreads made from tropical fruits like mango, guava, and passion fruit are becoming increasingly popular in Vietnam.

Bơ (butter) is one of the most commonly used spreads in Vietnam, often enjoyed on bread or in pastries. Butter is a key ingredient in many traditional Vietnamese dishes, such as bánh mì (Vietnamese sandwiches), which typically feature a crunchy baguette filled with savory ingredients like meats, pickled vegetables, and pate, with butter acting as a creamy, flavorful spread. Major brands like Công ty Bơ Sữa Việt Nam dominate the butter segment, offering affordable and widely available products that meet the needs of the everyday Vietnamese consumer. Margarine is also a popular choice, particularly as a more affordable alternative to butter, and is used in cooking, baking, and as a spread on bread or crackers. Popular margarine brands like Crisco and Blue Band are well-known in Vietnamese households. Fruit jams, especially those made from local tropical fruits, hold an important place in Vietnamese cuisine, with popular varieties including mứt xoài (mango jam), mứt dứa (pineapple jam), and mứt vải (lychee jam). These jams are typically used as spreads on bread, crackers, or rice cakes, and are also common ingredients in various Vietnamese desserts. Brands like Vinamilk and Bảo Minh produce a variety of fruit jams, which are enjoyed both at home and as snacks during festive occasions. However, in recent years, the demand for more diverse and innovative spreads has surged, driven by globalization and the exposure of younger, urban consumers to international flavors. For instance, chocolate spreads like Nutella have become increasingly popular, especially among children and younger adults who seek indulgent options for their breakfasts or snacks. Nutella, in particular, has established a strong presence in Vietnam’s growing urban markets, capitalizing on its creamy, rich taste and versatility. Alongside chocolate spreads, there has also been an increase in the popularity of savory spreads such as tương (fermented soybean paste), a classic Vietnamese spread used as a dip or condiment for dishes like bánh cuốn (steamed rice rolls) and bánh xèo (Vietnamese pancakes).

In Vietnam, the spreads market is becoming more segmented, with a growing distinction between conventional spreads and organic or plant-based alternatives. Conventional spreads such as butter, margarine, fruit jams, and chocolate spreads still dominate the market, especially in more rural areas and among older generations who are more accustomed to traditional, familiar flavors. Brands such as Công ty Dầu thực vật, Vinamilk, and Bảo Minh continue to cater to these segments, offering affordable and reliable products that meet the needs of the everyday Vietnamese consumer. These spreads, often rich and creamy, are commonly used in Vietnamese households for breakfast, snacks, or desserts. However, as consumer preferences evolve, there has been a clear shift towards more organic, clean-label, and plant-based options, particularly among the younger generation and more health-conscious consumers in urban areas. Organic peanut butter, almond butter, and hazelnut butter have seen a significant increase in demand, with local producers like The Nut Butter Factory and Santan leading the way by offering organic and natural spreads made from high-quality ingredients. These spreads are marketed as healthier alternatives to conventional peanut butter, offering benefits such as lower sugar content, higher protein, and no artificial additives. Additionally, the rise in plant-based eating and vegan diets has led to the introduction of spreads made from ingredients like soybeans, legumes, and seeds, appealing to consumers who are seeking dairy-free and cruelty-free alternatives. Fruit-based spreads made from tropical fruits like mango, guava, and papaya are also gaining popularity, particularly among those seeking natural, lower-sugar options. These spreads, made with minimal processing and using locally sourced ingredients, resonate with consumers who prioritize fresh, wholesome foods. In addition to these trends, functional foods are becoming increasingly important in the Vietnamese spreads market. Products fortified with protein, fiber, and other vitamins are appealing to consumers who are seeking foods that offer additional nutritional benefits, particularly as the health and wellness movement gains momentum in Vietnam.

The distribution of spreads in Vietnam is diverse, with both modern retail outlets and traditional markets playing important roles in the spread market. Large supermarkets and hypermarkets such as Big C, Co.opmart, and VinMart are major retail channels for spreads, offering a wide variety of domestic and international brands. These stores cater to a broad consumer base, providing access to both affordable mass-market spreads as well as premium, organic, and specialty products. In more urbanized areas, supermarkets are a popular destination for consumers looking for convenience and variety. Smaller convenience stores like Circle K and FamilyMart, as well as local markets, also contribute significantly to the availability of spreads, especially in more suburban and rural regions. These stores typically offer a range of affordable and accessible products, such as butter, margarine, peanut butter, and fruit jams, catering to consumers who prioritize convenience and cost. Additionally, e-commerce platforms such as Lazada, Shopee, and Tiki have seen rapid growth in recent years, allowing consumers to purchase spreads online and have them delivered directly to their homes. This trend has been accelerated by the COVID-19 pandemic, which prompted more people to shop online for both convenience and safety. E-commerce platforms offer a wide selection of products, from traditional spreads to more specialized items like organic nut butters, fruit jams made with local tropical fruits, and functional spreads fortified with added nutrients.



Considered in this report
• Historic Year: 2020
• Base year: 2025
• Estimated year: 2026
• Forecast year: 2031

Aspects covered in this report
• Spreads Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Spreadable Fats (Butter, Margarine & Cheese)
• Fruit Jam & Preserve Spreads
• Nut Based Spreads
• Chocolate Spreads
• Savory Spreads
• Honey Based Spreads

By Nature
• Conventional
• Organic / Plant Based

By Distribution Channel
• Hypermarket & Supermarket
• Convenience Store
• Online
• Others (Foodserive & Direct Sales)