Vietnam’s FMCG sector is evolving fast, backed by a growing middle class, digital innovation, and shifting consumer preferences. For overseas Vietnamese professionals, this dynamic industry offers a unique opportunity to return home and lead transformative growth. Discover the trends shaping Vietnam’s FMCG landscape and how Manpower Vietnam can help you unlock rewarding career opportunities.
FMCG Sector: A Surge of Growth and Opportunity
Consumption patterns across Vietnam are being reshaped by rising rural incomes, urban expansion, and a growing middle class. GDP is projected to grow 6.8% in 2025, while spending on branded products remains resilient despite global uncertainties.
The middle class in Vietnam, which accounted for 13% of the population (around 13 million people) in 2023, is expected to double by 2026. This trend is shifting FMCG demand beyond Hanoi and Ho Chi Minh City to emerging cities like Bien Hoa, Can Tho, Hai Phong, and Thu Dau Mot, where the middle class is set to grow.
Consumers are increasingly health-conscious, tech-savvy, and value-driven, pushing brands to innovate with smaller pack sizes, affordable pricing, and tailored distribution. E-commerce and social commerce, particularly on platforms like Shopee, Lazada, and TikTok Shop, are gaining traction, especially in mobile-first rural areas.
Key Drivers of FMCG Growth
As Vietnam’s FMCG sector advances, growth is no longer driven by distribution alone. It’s now about capturing value through more meaningful consumer experiences, stronger brand relevance, and smarter, tech-enabled operations. Four key priorities are shaping this next phase:
1. Digital and omnichannel expansion
Vietnam’s e-commerce market reached US$25 billion in 2024, with nearly 20% year-over-year growth. Consumers now shop across multiple touchpoints, from traditional outlets to platforms like Shopee, Lazada, and TikTok Shop. To stay competitive, FMCG brands are building integrated, tech-enabled customer journeys. Digital is no longer an optional channel, it’s where future growth is happening.
2. Premiumization and wellness innovation
With rising disposable incomes, demand is shifting toward higher-quality, health-oriented, and convenient products. Vietnamese consumers are becoming more selective, especially younger urban buyers who look for clean labels, functional benefits, and lifestyle-aligned brands.
3. Modernized supply chains and smarter distribution
To reach the growing demand in emerging cities, FMCG companies are modernizing how they move products. From analytics-powered logistics to regional fulfillment hubs, supply chains are becoming more agile. A growing trend is to outsource seasonal or on-demand logistics workforce, which helps firms respond flexibly to sudden shifts in consumer behavior while controlling costs and maximizing delivery efficiency. This is particularly critical in second-tier cities where infrastructure is still developing.
4. Localized branding and product strategy
Winning new markets requires more than national scale, it demands local understanding. Consumers have a growing preference for products tailored to regional tastes, packaging, and pricing, especially the ones in smaller cities, making cultural fluency and local relevance competitive advantages.
Why Overseas Vietnamese Professionals are in High Demand
Hiring in Vietnam’s FMCG sector is shifting in step with the industry’s transformation. As companies expand services into new cities and double down on digital and modern trade, there has been higher demand for senior-level managers and C-suite positions, especially returnees who’ve worked abroad in mature FMCG markets (e.g., the U.S., Japan, Singapore, or Europe). These professionals bring exactly the kind of perspective and skill sets Vietnam’s FMCG firms are missing at scale, since they’re familiar with:
Omnichannel retail models, where online and offline strategies work hand-in-hand
Consumer-centric brand building based on real data and long-term value
Category innovation, including health-oriented, premium, or sustainable offerings
Cross-functional collaboration, team leadership, and agile execution in fast-changing markets
Vietnamese professionals abroad also hold a unique cultural advantage, helping global brands localize more effectively or support domestic brands in scaling regionally.
Vietnam’s FMCG Hiring Landscape
If you’re considering returning to Vietnam for a leadership role in FMCG, it’s important to understand not just the industry trends, but also what companies are looking for, how they hire, and what to expect in terms of compensation and culture.
ManpowerGroup Vietnam’s 2025 Salary Guide highlights several key leadership roles that are consistently in demand across the Consumer Goods industry. These positions are critical to strengthening brand presence, expanding into new regions, and accelerating digital transformation - areas where returnees with global experience can make an immediate impact:
Sales Director / Brand Director
Marketing Director
E-commerce Manager / Trade Marketing Manager / Category Manager
Key Account Manager / Route-to-Market Manager / Regional Sales Manager
Returnees who stand out typically bring:
Strong experience in omnichannel marketing and digital commerce
Strategic planning and consumer insight application
Team leadership cross-functional or regional structures
Data-driven decision-making
Key players in Vietnam often offer:
Base salary + performance bonus (up to 25% of annual pay)
Annual salary increases (3–7% on average)
Premium healthcare plans (often extended to dependents)
Relocation assistance and flexible/hybrid work models
In terms of culture, FMCG companies in Vietnam are increasingly fast-paced, open to innovation, and shifting toward more structured, KPI-driven leadership models. You’ll find a blend of local values with international business practices—an ideal match for returnees with global experience.
Unlock The Next Chapter of Your Career
If you're ready to explore career opportunities in Vietnam’s fast-evolving FMCG & Retail sector, you don’t have to navigate it alone. With over 17 years of experience supporting the Vietnamese workforce and the strength of a global network behind us, Manpower Vietnam understands what it takes to make a successful and meaningful return.
We offer a dedicated consulting team for overseas Vietnamese professionals, providing personalized career consultations, access to exclusive leadership roles, and expert guidance on salary, benefits, and workplace culture. From your first interview to final onboarding, we’re here to support you every step of the way.
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