At the beginning of 2025, Nguyen Thanh Giang, managing director of Tetra Pak Vietnam, sat down with VIR’s Huong Luu for an insightful discussion on the state of the food and beverage industry and future consumer trends.
2023 marked 30 years of Tetra Pak in Vietnam. What have been the company’s key milestones, and what are your priorities for the future?
Tetra Pak’s 30-year journey in Vietnam reflects a commitment to adapting to the country’s evolving F&B industry while addressing challenges head-on. We began in 1993 with the installation of our first aseptic filling machine, pioneering processing and packaging solutions that ensured food safety and extended shelf life. 2013 was the year we handed over the world’s most advanced liquid dairy plant in Vietnam, one of the most advanced of its kind globally.
In 2019, we inaugurated the country’s first-ever aseptic carton packaging material factory in Binh Duong province and just five years later, in 2024, Tetra Pak announced an additional investment of €97 million (bringing the total investment to €217 million) with a commitment to long-term development in the Vietnamese market.
The Binh Duong factory plays an important role in Vietnam as well as in Tetra Pak’s global supply chain
In the future, we are focusing on three main goals. Sustainability will remain at the core of everything we do. Second, we’re accelerating digital and automation transformation to optimise costs, enhance efficiency, and support our customers in delivering competitive, high-quality products. Finally, innovation is the key driving force. Through collaboration with partners, we bring advanced products, focusing on health and new consumer trends.
What are the special characteristics of the Vietnamese market, and how has Tetra Pak adapted its strategies here?
Vietnam’s F&B market is one of the most dynamic I’ve experienced. The pace of change here is incredible, with consumers constantly seeking new, exciting products. This demand for rapid innovation creates immense opportunities but also challenges businesses to stay agile.
Our Binh Duong factory plays a crucial role, with its ability to scale production and introduce tailored solutions. In addition, sustainable development is also a priority for businesses and the Vietnamese government. Tetra Pak’s investment in renewable energy and commitment to achieving net-zero emissions are clear evidence that we are making great efforts to accompany our customers in achieving this goal.
Ensuring food safety and quality has always been Tetra Pak’s top priority. By automating processes and leveraging digital tools, we’ve enhanced efficiency and improved value for our customers.
Vietnam is a fast-moving market with a bright future, and Tetra Pak is here for the long run. Digital transformation, sustainability, and innovation are the three key strategic focuses.
Generation Z is becoming a major force in the consumer market. How is Tetra Pak adapting to meet the needs of this young generation?
Gen Z is driving a global consumer revolution, especially in the food and beverage (F&B) industry. We’ve observed that Gen Z is dynamic and always on the lookout for new products. To cater to this, we’ve launched Bloom. – the Global Innovation Centre for F&B, to help businesses develop and launch products within six months instead of the traditional 12–18 months.
Additionally, Tetra Pak is investing in innovation and enhancing consumer experience through advanced packaging solutions that meet the following demands:
Transparency, safety, and health: We’ve supported our customers in developing high-protein beverages with diverse flavours to meet the needs of this demographic.
Convenience and time-saving: Products need to be diverse, easy to use, and readily available.
Sustainability: A global survey revealed that 76 per cent of consumers are concerned about climate change, and Gen Z is leading this trend. At Tetra Pak, we’ve invested in innovation and collaborated with customers to continuously introduce new, convenient, and environmentally friendly packaging, while constantly innovating to increase the “green” value of each product.
Consumers tend to look for products that are transparent about their origin, safe and healthy
What strategies should Vietnam’s F&B businesses focus on to succeed in today’s competitive market?
Vietnam’s F&B sector is rapidly evolving, and businesses – large or small – need to focus on three critical areas: digital transformation, sustainability, and continuous innovation.
Digital transformation empowers businesses to optimise operations, control costs, and maintain competitiveness. Sustainability is equally vital, as consumers increasingly favour environmentally conscious brands. Innovation ties everything together. Consumers seeking not only convenient but also healthy and eco-friendly products.
For smaller businesses, limited resources can make these priorities seem daunting. Tetra Pak works with many small- and medium-sized enterprises, offering tailored solutions such as financing options and scalable technologies, helping them access new trends more effectively.
What are your predictions for the trends in the F&B industry in 2025?
The challenges we’ve faced since the pandemic – rising costs, inflation, and shifting consumer behaviours – are likely to persist in the coming years. However, these challenges also open up exciting opportunities. A notable trend is the emergence of innovative products featuring unique flavour combinations and offering significant health benefits, such as high-protein and plant-based beverages.
Moreover, products with environmentally friendly packaging and a commitment to reducing carbon emissions will be prioritised by both businesses and consumers. Interestingly, Tetra Pak’s Trendipia Consumer Trends 2025 report across 50 countries revealed that Vietnamese consumers are among the top five most willing to pay a premium for products from socially responsible companies.
F&B companies are also expected to invest in automation and digitalisation to ensure consistent product quality, reduce costs, and minimise waste. According to the same survey, 72 per cent of Vietnamese consumers expressed a willingness to pay more for locally produced products.
The Vietnamese F&B market is poised for continued growth. Euromonitor forecasts a compound annual growth rate of 10.25 per cent from 2023 to 2027, with the market value projected to reach VND873 trillion by 2027. The F&B sector in Vietnam is undergoing a promising transformation, and we believe it will be at the forefront of driving the adoption of green, innovative, and convenient products.
