Hanoi: The Lunar New Year (Tet) 2026 has marked a strong shift in consumer behaviour, with domestically-made products overwhelmingly dominating the market. In key retail hubs, supermarkets and traditional markets, high-quality Vietnamese goods account for 85-90% of Tet market share. Surveys show that consumers this year are prioritising locally-processed foods, confectionery and beverages. Improved product quality, stricter food safety standards and more attractive packaging have helped domestic brands compete head-to-head with imported goods. In a context where households are tightening spending, competitively priced Vietnamese products are emerging as the top choice.

According to Vietnam News Agency, this trend signifies a growing preference among Vietnamese consumers for products that not only meet local tastes but also align with their economic considerations. Retailers have reported increased sales in domestic goods, attributing this to enhanced consumer trust in local brands and their commitment to quality. This shift is also seen as a reflection of national pride, with consumers choosing to support domestic industries.

This development is seen as a boost for local manufacturers and suppliers, who have been working to elevate the standards of their offerings in response to consumer demand. The increased reliance on Vietnamese goods during Tet is expected to have a lasting impact on the market, encouraging further investment in the domestic manufacturing sector. As more consumers turn towards local products, the trend is likely to continue beyond the festive season, strengthening the overall economy.