From August 7th to 9th, 2025, the Vietfood & Beverage – Propack Vietnam 2025 exhibition was successfully held at the Saigon Exhibition and Convention Center (SECC). The three-day event brought together over 1,000 companies from more than 20 countries and regions.

As a driving force for innovation in China's baking industry, Homtree made a grand appearance, showcasing over 60 selected products and 20+ baking application solutions. These covered a full spectrum of solutions, including compound improvers, baking premixes, baking sauces, and natural preservation series.

From texture to flavor, from mouthfeel optimization to shelf-life extension, Homtree leveraged innovative combinations closely tailored to the Vietnamese market, helping industry partners seize new opportunities from consumption upgrades.

Part. 01 Young, Open, and Potential-Rich: Why is Vietnam a Hotspot for International Expansion?

Abundant Demographic Dividend: According to the UN Population Fund, approximately 25% of Vietnam's population is aged between 16 and 30, with a median age of only about 30. This younger demographic shows high acceptance and strong purchasing intent for emerging foods, innovative flavors, and imported products. As the middle class expands and disposable income rises, demand in the food industry is accelerating.

Convenient Transportation and Smooth Logistics: Compared to Indonesia, Vietnam is geographically closer to mainland China. Direct routes via sea, land, and air transport ensure faster export efficiency and lower costs, providing a natural advantage for Chinese manufacturing entering the Vietnamese market.

Diversified Channels Accelerate Consumption Upgrades: Imported baking products are quickly proliferating through channels like large supermarkets, brand concept stores, and specialty snack shops. This not only enriches consumer choices but also prompts local brands to accelerate upgrades to meet consumers’ growing expectations for better taste and flavor.

Part. 02 New Trends in Vietnamese Baking: A Dual Evolution of Sight and Taste

"Good Looks" Sell Better: Products with bright colors and delicate shapes are particularly eye-catching at the retail level. Products with rich surface textures, such as Tiger Skin Swiss Rolls and Chouquette Breads, not only satisfied the palate but also captured consumers' immediate attention at the exhibition.

Puff Pastry Dominates: The rich, crispy aroma is the most sought-after "signature texture" in local freshly-made baked goods. The local culinary preference for the crispy exterior and soft interior of freshly-made/re-baked baguettes has also fueled the popularity of croissants and rusks in packaged bread.

Rich Flavors Endure: Products with rich flavors and indulgent textures, such as cheese and butter, remain bestsellers. Homtree’s butter toast solution displayed on-site received widespread praise for its aroma and textural layers.

Sweet-and-Savory Becomes the "New Favorite": The combination of pork floss and salted egg yolk in baked goods is rapidly increasing its shelf presence in supermarkets, particularly appealing to young consumers. Even if some older distributors find the taste a bit unfamiliar initially, the new generation of consumers has already added it to their favorite lists.

Part. 03 The Market is Calling for More "Visionary" New Baking Solutions

The continuous influx of imported products has intensified competition and raised consumer expectations. Product innovation, texture optimization, and flavor enhancement will be the biggest opportunities in the future.

Furthermore, the shelf life for most packaged baking products in Vietnam is typically 7-14 days. We possess the necessary technology and experience to help local clients extend their products' shelf life while also offering solutions to consistently improve quality and texture stability throughout that period.

Homtree remains deeply rooted in the baking field, excelling at combining local production realities with partners to explore solutions that offer both quality strength and market viability. We believe the opportunity in the Vietnamese market lies not only in its youth and openness but also in every daring attempt at innovation.

We welcome friends and manufacturers with similar vision to partner with Homtree in exploring and creating more competitive, localized baking product solutions.