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Reputa: F&B Industry News for March 2023


Continuing its monthly market report, Reputa brings marketers the Social Listening report for the F&B industry in March, providing information on the industry’s fluctuations in the past month to help marketers assess the overall market and develop effective strategies.

According to a report on the food and beverage business market by, the F&B industry’s revenue scale in 2022 reached nearly VND 610,000 billion, an increase of 39% compared to 2021. In the first month of 2023, this market is even more vibrant. Cafes and restaurants are gradually becoming more crowded. After the pandemic, people’s frequency of eating out has also increased significantly.

Thanks to lively activities such as minigames and a diverse menu, KFC always attracts a lot of attention and love from the online community. Continuing to slightly increase 5.6% in Total Score, KFC still maintains its “king” position on the rankings for many months in a row. The total interaction of KFC’s fanpage this month received more than 211,600 interactions.

The 2nd and 3rd positions on the rankings have changed compared to previous months, with The Coffee House rising to take the Top 2 position (an increase of 24.4%) and Phuc Long experiencing a decline in performance, dropping 1 position and currently in the Top 3 (a decrease of 7.8%).

Highlands Coffee stood out this month. Returning to the race for the rankings, Highlands Coffee had a leap this month, rising 10 positions and being in the Top 10 thanks to promotional programs and minigames that stimulate consumer demand.

In the F&B brand rankings, the top 4 positions did not change significantly compared to the previous month. Ong Bau Coffee continues to cover brand recognition with a franchise strategy, and the Total Score of the brand this month continues to increase by 33.4%. After only 3 years of launch, Ong Bau Coffee has been developing rapidly and is one of the outstanding coffee franchise brands in the market.

Notably this month, The Coffee House jumped to the Top 7 position, rising 10 positions. After the closure of a series of stores due to the COVID-19 pandemic, this year, the brand has truly returned to the race in the F&B service industry.

According to a survey, milk tea continues to be the 2nd most popular drink in Vietnam. This is a favorite refreshing drink of many young people, students, employees aged 18-39. This month, milk tea continues to top the list of most discussed drinks on social media, accounting for over 41% of user discussions.

Meanwhile, in the list of most discussed foods on social media, cake takes the top spot, accounting for 17.88% of all user discussions.

In 2023, society will truly return to normal life rhythms, and people’s frequency of eating out will continue to increase. Therefore, cafes and restaurants are gradually becoming more crowded, and experts predict that the F&B market will become increasingly competitive.

In 2022, the market saw fierce competition between big players and new emerging brands. Ong Bau Coffee recorded remarkable development after only 3 years of launch; or Phuc Long, after being acquired by Masan, has been expanding its coverage and surpassing both Trung Nguyen and Highlands Coffee.

Based on the Active Rate Score – the active score on social media channels (Facebook, YouTube, Instagram, TikTok), in February, there were prominent KOLs in the industry such as: Len Ky Cung Khoa, Sai Gon Beo, Ăn sập Ha Noi,… (based on data analysis by Reputa’s Social Listening).

According to the Relevance Score – the score for posting content that is relevant to the industry/theme in the month, prominent KOLs can be mentioned such as: Dia diem an uong, Mo khoet Ha Noii, An sap Sai Gon

According to, the F&B industry’s demand has recovered strongly after the social distancing period, and the market value in 2023 is expected to increase by 18% compared to 2022, reaching VND 720 trillion. After an impressive recovery and growth, the F&B industry will continue to develop at a stable pace and is expected to reach a value of VND 938.3 trillion in 2026.

The above is some analysis of the F&B industry news for March 2023 from the perspective and measurement index set of Social Listening, compiled and analyzed by Reputa’s team.

Soure: Brands VietNam

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