Despite starting 2026 with impressive growth, Vietnam's F&B industry is facing significant pressure from soaring raw material and fuel costs.
The latest report from Ipsos and Unilever Food Solutions has identified four core culinary trends that are helping businesses and restaurants optimize their operations.
First is Local Excellence. Research indicates that this trend possesses the strongest internal growth potential in the market. According to the study, 87% of chefs believe in the long-term prospects of this movement, as 82% of diners actively seek dishes tied to local ingredients. Furthermore, 57% of consumers are willing to pay a premium for these dishes, and 56% express a strong desire to support Vietnamese agricultural products.
This trend opens a major opportunity for restaurants to effectively integrate regional cultural values into their kitchen operations by utilizing local ingredients as a signature highlight.
Second is Elevated Street Flavors. This trend has demonstrated exceptional commercial efficiency, with 60% to 70% of independent restaurants now integrating upgraded street food into their permanent menus.
In particular, noodle-based dishes such as Pho, Bun, and Mi receive up to 80% interest. Ipsos data reveals that 62% of diners are willing to spend more to enjoy familiar street food that has been meticulously refined and served safely in an upscale setting. The primary high-spending segments for this category include tourists, business partners, and families.
Third is Cross-Border Cuisine. This trend attracts up to 80% of young Gen Z and Gen Alpha consumers—generations that consistently seek to break boundaries and find novelty. Surveys show that 71% of diners are drawn to creative combinations of different culinary cultures that still retain a sense of familiarity. Chefs are currently adopting a strategic approach, with 78% opting for “Asia-Asia” fusion, particularly blending Thai and Japanese flavors.
Fourth is Personalized Menus. Once considered an optional "add-on," personalization has now become a mandatory expectation for the younger generation. Real-world data shows that 44% of young diners want to customize menus according to their personal preferences, and 43% want to actively control the nutritional content they consume.
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