Meat dishes is the leading food category constituting the majority of market share by the number of menu items offered in restaurants, followed by the soft drinks and salads & sides categories, according to GlobalData’s menu intelligence database. According to GlobalData’s menu analysis of the meat dishes category in Vietnam report, the meat dishes category constitutes a 37% share among all restaurant types in Vietnam foodservice market. The report analyses 17,225 menu items from different foodservice outlets in Vietnam and provides an overview of the food categories available across its foodservice channel. Buy the report here.
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Chicken was found to be the most-used ingredient in the meat dishes category, featuring in 62% of menu items, followed by rice and herbs, spices & seasonings. Beef and pork were also significant ingredients.
An analysis of the annual price change between 2023 and H1 2024 indicates that the average menu prices in the meat dishes category have dropped by 38%. As on-premises dining gains momentum following the COVID-19 pandemic, the meat dishes category in Vietnam is expected to experience overall growth.
Different categories exhibited mixed price movements within Vietnam foodservice market between 2023 and H1 2024. Of all the categories, the sharing platters & tapas category exhibited the highest price increase, while meat dishes experienced a maximum price decrease.
An in-depth analysis of the meat dishes category price trend by location reveals consumption trends of each region. The graph below represents the change in meat dishes category menu prices during 2022-2024 across the top five locations. As seen below, meat dishes category menu items in Hanoi became more affordable as compared to Versatile and Nha Trang.
While consumers become more price conscious, operators look for ways to optimize their costs to retain margin and market share. In Vietnam market, restaurants operators rely on innovation as a crucial tactic to appeal to customers as well as optimize costs. As increasing number of consumers seek novel experiences, foodservice operators must continuously innovate their menu choices, providing superior taste and quality along with a diverse selection of dishes. Operators should highlight the distinctive tastes and flavours of their food and beverage offerings in a convenient format to enhance customer engagement.
To further understand and explore GlobalData’s insight into Vietnam category menu, buy the report here.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s Online Menu Intelligence is a database of cost and profit foodservice operators on menus within Foodservice Intelligence Center. The tool’s several search options, such as cuisine, category, menu item, ingredient, and restaurant, help users to conduct focused searches in terms of price analysis (average price and change in prices), menu item claims, popular categories, cuisine/ingredient penetration levels, etc.
