1. Holiday FMCG: Growth Opportunities Amid Cautious Consumer Spending
In an analysis published on 12 June 2026, Worldpanel by Numerator reported that value growth in Vietnam’s in-home FMCG market had turned negative. Purchase volumes declined across both urban and rural areas, particularly in dairy, beverages and packaged foods. Food costs, alongside concerns about safety and counterfeit products, have prompted shoppers to scrutinise brands and quality more closely.
The holiday season remains commercially significant. According to NIQ, Tet contributes approximately 20% of annual FMCG value, with Tet 2025 recording 5% value growth compared with the previous year. Gifting and worship-related purchases remained key drivers, with consumers favouring trusted, well-presented products that balance practicality with festive meaning.
Brands need to align product options and promotions with purchase purpose, budget, and consumption needs.
Source: Novaon Digital
However, purchase demand does not necessarily mean consumers are willing to buy more. PwC’s Voice of the Consumer Survey 2025, which included 517 respondents in Vietnam, found that 47% considered price a primary factor when choosing food, while 70% said they would buy only what they needed to reduce food waste.
Although these findings cover different areas, they point to a shared challenge: brands need to help shoppers understand which options suit their purpose and budget. For food, beverages and categories associated with gifting and gatherings, a single pack format or promotion is unlikely to meet every holiday need.
During the holiday season, the same shopper may buy for themselves, prepare gifts and shop for their family. Before developing a sales programme, brands should therefore ask: Who is the customer buying for, on what occasion, and what value do they expect from the product? The answers help determine suitable pack formats, product combinations and promotional benefits to prioritise.
2. Holiday Consumer Mindsets: How Purchase Purpose Changes Selection Criteria
Self-reward, gifting and sharing describe an expanding circle of people considered during a purchase: oneself, a gift recipient and a group sharing the product. These three mindsets can coexist in the same basket, and shoppers may move between them depending on the occasion. They provide a way to interpret purchase purposes rather than suggest that the entire market is progressing through three consecutive stages.
When buying for themselves, consumers assess the personal experience. When choosing gifts, they also consider suitability for the recipient and how the gift will be presented. When buying to share, they need to account for group size, different preferences and portioning. These considerations directly influence pack formats, product combinations and the value of promotional offers.
Purchase purpose guides holiday pack formats, bundles, and promotions.
Source: Novaon Digital
Self-Reward: Enhancing the Experience Within a Comfortable Budget
Vietnam State of Snacking 2024, released by Mondelēz Kinh Do in 2025, found that 88% of surveyed consumers in Vietnam viewed snacking as a way to reward themselves. This finding highlights the role of personal enjoyment in the snacking category and provides a reference point for brands exploring self-reward needs.
In this mindset, shoppers want to enjoy products they like while managing how much they spend on the experience. Smaller packs or variety trial sets can make products more accessible, particularly when consumers want to explore something new without committing to a large quantity.
Bundles should also serve the individual experience. A variety set should encourage discovery, while products grouped together should complement one another within the same consumption occasion. The value of the bundle needs to be clear enough for shoppers to understand why they should choose the set rather than buy individual items.
An appropriate promotion lowers the barrier to trial or makes a more appealing option accessible within a comfortable budget. If qualifying for an offer requires buying more than needed, a small treat can become a purchase that demands greater consideration. Communications should therefore clarify the experience and value offered, helping shoppers answer: “Is this choice worth the reward I want to give myself?”
Gifting: Helping Shoppers Feel Confident About Their Gift Choice
When buying gifts, shoppers assess products on behalf of the recipient while considering the message they want to convey. NIQ reported that during Tet 2025, consumers prioritised trusted, well-presented products that balanced practicality with festive meaning. Some categories also showed signs of trading up when the product’s value was sufficiently compelling.
The brand’s task is to reduce uncertainty about whether a gift is suitable. Gift boxes need polished presentation alongside sufficient information about their contents, quality, quantity and price. The story conveyed through the packaging should help shoppers understand the meaning behind the gift and distinguish between available options.
Gift sets should have a clear rationale based on the recipient, occasion and budget. When offering several price tiers, brands should explain the additional value at each level, from product contents to presentation and accompanying services. This helps shoppers choose based on suitability rather than simply comparing prices or box sizes.
Gift wrapping, cards and delivery support can help complete the gifting experience. An offer is valuable when it makes giving a gift easier and ensures it arrives at the right time. Emotional messaging should therefore be supported by practical information, giving shoppers confidence that the gift suits both the recipient and their budget.
Sharing: Enough for the Group, Easy to Share and Less Left Over
Vietnam State of Snacking 2024 found that 85% of surveyed consumers in Vietnam enjoyed sharing their favourite snacks with others. This finding points to the role of shared enjoyment in the snacking category.
When buying to share, consumers need to balance group size, different preferences and expected consumption. Buying for more people does not automatically mean choosing larger packaging. Multipacks containing smaller portions, resealable packaging or mixed-flavour sets may better suit how the group will use the product.
Bundles designed for sharing should help shoppers answer two questions: what can everyone enjoy together, and how much is enough? Mixed-flavour sets can accommodate different preferences, while product combinations need to suit the consumption occasion. Information about servings and quantities helps shoppers estimate their needs before choosing.
Multi-buy promotions should clearly show the total price, quantity received and savings. Purchase thresholds should be considered alongside the likelihood of using all the products, so that price benefits align with appropriate quantities. The message of sharing is then supported by a practical choice: easy to select for a group, easy to portion and less likely to leave excess after gatherings.
These three mindsets help brands review the role of each product during the holiday season. One option may serve several purposes, but identifying its primary purpose helps prioritise design and communications.
Within an existing portfolio, brands can begin by adjusting product combinations, product information or promotional benefits before considering new pack formats. The extent of any changes should reflect category characteristics, sales channels and implementation resources.
3. Connecting Purchase Mindsets with the Choice Experience
Understanding purchase purpose provides a foundation for a consistent brand experience, from communications to the point of sale. Content helps shoppers recognise products that meet their needs; packaging, displays and sales advice then clarify the value so they can compare and choose.
In stores, shoppers should be able to recognise the products and offers introduced through communications. Online, bundle contents, pack formats, total prices and delivery timelines need to be clear. Consistency across touchpoints helps shoppers verify the brand’s message and make an informed decision.
The SCT model in the brand experience approach.
Source: Novaon Digital
Connecting these touchpoints requires coordination across Strategy, Creative, Technology. Strategy identifies consumer needs and the product’s role; Creative translates that value into relevant stories and expressions; Technology supports access to information, connects shoppers with points of purchase and captures feedback. When aligned around a specific purchase purpose, these three elements help create a seamless experience from initial interest to product selection.
For gifting, this connection begins by helping shoppers understand the meaning they can convey through the product. Effectiveness should be assessed according to the role of each activity. Communications can track interest and engagement, while sales activities should examine sales volumes by pack format, bundle take-up, average order value and profit after promotions. When evaluating growth, brands should also assess whether additional sales reflect a shift between products or purchase periods.
4. Bao Ngoc: Expressing Gifting Value Through Brand Identity
Bảo Ngọc x Novaon Digital
Source: Novaon Digital
With a longstanding presence in Hanoi and mooncake collections inspired by Thang Long’s cultural heritage, Bao Ngoc sought to communicate its brand values, introduce new packaging and increase interest across digital platforms while extending its reach to younger audiences.
Novaon Digital brought together brand heritage, product stories and family connections under the message “A World of Memories, Filled with Love”. The campaign explored Mid-Autumn memories through Facebook page content, influencers, a photo contest and advertising. Stories of childhood celebrations connected personal experiences and traditional values with the product collections, while humorous content provided an additional way to engage younger audiences.
Viewed through the gifting mindset, this approach articulated what shoppers could convey through their gift: memories, care and family connection. Packaging and brand storytelling contributed to a shared meaning behind the act of giving.
Although developed for the Mid-Autumn Festival, the case offers an approach relevant to gifting communications on other festive occasions: finding a meaningful connection between product identity, the gifting occasion and the recipient. For the year-end holiday season, brands need to adapt their messages to each occasion while providing clear information about gift sets, prices and delivery to support purchase decisions.
5. Closing Thoughts
Self-reward, gifting and sharing place three different demands on holiday FMCG products: a satisfying personal treat, compelling value as a gift and convenience when sharing. Pack formats, bundles and promotions therefore need to reflect purchase purpose and actual consumption needs.
By starting with “Who is the customer buying for?”, brands can identify which options to prioritise, communicate the right value and provide consistent information at the point of sale. This creates a foundation for turning holiday interest into a purchase that fits the customer’s needs.
