Consumers are considering value rather than simply hunting for the lowest price
F&B spending behaviour in 2025 shows a notable divide: customers are still setting aside money for eating and drinking out, but are being more cautious with each choice. According to information reported by the Government Electronic Newspaper, consumers are tending to prioritise good-quality products at affordable prices, rather than automatically choosing the cheapest option.
This does not indicate that all customers are shifting towards the same price point. Lunch, everyday drinks, a weekend outing or dessert after a meal may each involve different spending thresholds. The common factor is that customers want to see a reasonable link between the selling price and the value received.
The mid-range drinks segment stands out in the first half of 2025
A report produced by iPOS.vn in collaboration with Nestlé Professional, based on a survey of more than 830 F&B business owners or managers and more than 1.286 consumers nationwide, recorded changes in beverage choices. Some 77,5% of consumers prioritised products priced between 21.000–50.000 dong, highlighting the appeal of the mid-priced segment after a period of trying lower-priced options.
For lunch, the group spending under 30.000 dong per meal increased from 8,8% to 16,5%, while the 31.000–50.000 dong range accounted for 55,7% of regular spending. These figures were stated in information published by iPOS.vn. They reflect caution during each purchase occasion, but do not mean that customers will only accept low-priced products.
For F&B brands, the mid-range segment should therefore be viewed as a distinct area of competition. Customers may save on an everyday occasion, but still be willing to pay more when a product creates a clear perception of quality, portion size, flavour or convenience.
What does this signal mean for ice cream brands?
Ice cream often appears in many situations: as a quick snack, a dessert after a meal, a choice for the family or a product associated with a get-together. Each situation involves a different willingness to pay and different assessment criteria. Therefore, associating a brand with just one price point may overlook customers’ varied needs.
For ice cream brands, data on F&B spending behaviour in 2025 suggests three questions to consider when building a range:
- Do customers buy the product for quick consumption, sharing or creating a memorable experience?
- Does the current selling price explain the quality, portion size and points of difference clearly enough?
- Does the range offer suitable options for both everyday needs and weekend occasions?
These are guiding questions, not a conclusion that every ice cream range should be positioned in the mid-range segment. The answer should be based on the product, sales channel, business area and specific customer group.
Product positioning should start with the purchasing occasion and the value received
Rather than promoting only an attractive price, brands can clearly explain what customers receive with each choice. A compact serving of ice cream may suit the need for quick consumption; a higher-tier product needs to demonstrate a point of difference that is easy to recognise through its flavour, appearance or serving style.
Baby Boss’s range can be considered from various perspectives, from Gelato Baby Boss products to Gelato Stick and 3D fruit ice cream. These options do not automatically guarantee business results; they are simply a basis for shop owners to discuss further how to match products with purchasing occasions and customer segments.
For shops developing their business model, reviewing the range should go hand in hand with operational considerations and the in-store experience. The content on F&B business guidance can be a starting point for organising questions about products, customers and selling methods, rather than adjusting prices based on instinct.
Three approaches to avoid when pursuing “affordable prices”
- Cutting prices without clarifying the value: a low price may attract trial purchases, but may not be enough to create a reason to return.
- Using one price for every purchasing occasion: customers buying quickly and customers seeking an experience may not need the same product.
- Expanding the range without a clear purpose: adding more flavours or formats without addressing a specific need will make the choice more confusing.
What businesses should continue to monitor
Signals from the first half of 2025 show that the market is not moving in a straight line from “premium” to “low-priced”. Customers are allocating their budgets more flexibly: saving on some occasions while still spending on choices they consider worthwhile.
For ice cream brands, it is important to monitor both price points and reasons for purchase. Sales data by time of day, product group, and whether products are consumed on-site or taken away will help businesses verify which forms of value customers genuinely care about.
Editorial note: The figures in this article are taken from the cited published sources. They are not sales forecasts or guarantees of results for any particular brand, shop or product.
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