1. Selective spending “Spend less, but spend in the right places”
Customers are not short of money; they are simply spending more intelligently.
They are willing to spend more on products that:
Offer genuine value
Have transparent origins
Have clearly defined quality
Are highly rated by the community
Suggestions for businesses:
Focus on quality, be transparent about certifications (ISO, HACCP, ingredient sources…), and share genuine reviews.
2. Prioritising health: Healthy is the new standard, not a trend
From food and drink to lifestyle, consumers in 2025 regard healthy choices - low sugar - low fat - natural ingredients as basic standards.
Industries that benefit:
Healthy F&B
Gelato low in fat, fruit-based drinks
Clean food
Sports nutrition
Suggestion:
Products that want to grow quickly must focus on health benefits, reduced sugar, reduced fat and natural ingredients.
3. “TikTok decides what people buy”: Consumers buy based on trends and immediate emotions
In 2025, TikTok became a purchasing decision-making machine.
Customers watch 3 videos → read 1 review → make a decision immediately.
New behaviours:
After watching a video → they want to try it straight away
Prefer products that look good - are easy to film - are easy to post
“Viral” food/drinks are tried on the same day
F&B suggestion:
Items such as Affogato, Gelato, milk tea, donuts and cold foam… have a major advantage because they look good, are easy to film and are easy to make viral.
4. Seeking an “experience” rather than a product
Customers do not buy products; they buy emotions.
For example:
Gelato is not just ice cream → it is a “chill moment”
Coffee is not just a drink → it is a “lifestyle”
A party is not just about eating and drinking → it is a “shared experience”
Suggestion:
Businesses need to tell stories, create experiences and build emotions.
5. Fast - convenient - instant purchases
The “reluctance to wait” behaviour is growing sharply.
Customers want:
✔ Delivery within 15-20 minutes
✔ A simple 1-2-step purchasing process
✔ Products that are easy to take away
Suggestion:
Optimise fast delivery, use convenient packaging and offer take-away formats.
6. Prioritising safe, certified brands
2025 has seen huge interest in:
Food safety
Products with transparent standards
ISO and HACCP certifications, international certificates
Suggestion:
If you have ISO 22000:2018 or a similar certification
7. “Green - clean - sustainable” is no longer just a slogan
Customers are willing to pay more if the product:
Has environmentally friendly packaging
Uses fresh, clean ingredients
Contains no colourings or flavourings
The F&B industry benefits greatly.
Suggestion:
Develop sorbet, vegan gelato and natural products.
8. Gen Z dominates the market and likes things fast, attractive, unusual and distinctive
Gen Z spends based on emotions and likes:
Unique and unusual products
Brands with genuine stories
Beautiful concepts with a clear colour palette
An experience where “photos have to look good”
Suggestion:
Focus on visual experiences and youthful concepts
9. A preference for local brands: “local pride” is on the rise
In 2025, customers prioritise products with:
High quality
Vietnamese identity
Local ingredients
For example: Gelato made with Vietnamese fruit, and dishes combining Vietnamese flavours.
Suggestion:
Use local ingredients to increase competitive advantage.
10. The desire for “personalisation”: products must suit individual tastes
Customers do not like mass-market products.
They want to:
Choose flavours according to their tastes
Mix toppings according to their preferences
Design concepts according to business requirements (for catering services)
Suggestion:
Businesses should offer personalisation solutions in their products/services.
What should businesses do to prepare for 2026?
✔ Develop products that are genuine – high-quality – clean
✔ Optimise customer experiences and TikTok communications
✔ Focus on visuals – branding – storytelling
✔ Provide “quick, simple, convenient” solutions
✔ Personalise products/services
Businesses that understand new behaviours will gain a competitive advantage in 2025.
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