Phụ lục D2

D2. Consumer and acceptance evidence register

Every consumer study with Vietnamese data on plant-based foods, meat reduction or new proteins, graded for quality, with willingness-to-pay evidence, brand launches and exits, and acceptance records for cultivated meat, fermentation and blends. Of 24 regional firms since 2019, 7 are active, and we found no confirmed case of meat in a Vietnamese vegetarian (chay) product from 2015 to 2026.

54 phút đọcÝ nghĩa các nhãn

Nội dung trang này bằng tiếng Anh. Đọc bản tóm tắt tiếng Việt

Trong trang này

D2.1 Consumer survey register
D2.2 Barriers and drivers
D2.3 Willingness to pay, by type of evidence
D2.4 Launches and exits
D2.5 Search interest for Vietnamese food terms, 2019 to 2026
D2.6 Acceptance of cultivated meat, fermentation and blends
D2.7 What frontier products have sold, where and at what price
D2.8 How the Vietnamese press frames new proteins
D2.9 Fillers, blends and fake chay: the trust register

What this appendix contains. The consumer and acceptance evidence behind Consumers and Frontier demand, generated from the data files named in each section. Each row carries its source, evidence tag and demand evidence tag (stated, revealed, tested or inferred; M3. Demand method). Read the stated rows with care: they come from online panels and small samples, and no Vietnamese study reaches our top quality grade.

Quality grades: A, probability sample with a full method; B, large panel or academic sample with a disclosed method; C, convenience or student sample, or method partly disclosed; D, anecdotal, unattributed or social listening of a few posts.

D2.1 Consumer survey register

ID	Study	Paid by	Fieldwork	Vietnam n	Sample frame	Key Vietnamese results	Grade	Source
SUR-01	Decoding demand: the appetite for alternative proteins in Southeast Asia	GFI APAC (commissioned; advocacy non-profit)	2023	1049	Online panel; capital-city regions plus Ho Chi Minh City for Vietnam; adults (18-24 is the youngest reported band); not nationally representative	Heard of PBM 90%; ever tried 42%; eat monthly or more 20%; weekly 3%. Intend to reduce meat 15% (lowest of six). Would choose PBM over meat: 88% at 20% cheaper, 74% at parity, 64% at +20%, 47% at +50%, 26% at +100%. Top factors to eat more: affordable 38%, nutritious 36%, more available when shopping 31%, tasted better 30%, more variety 29%, fewer additives 27%. Blends: 55% very, 40% slightly interested. Curious segment 43% of Vietnam sample	B	^1,2,3,4,5
SUR-02	Plant-based food alternatives: future or present?	Rakuten Insight (own study, marketing)	2021 (Nov)	4018	Rakuten Insight proprietary online panel; men and women aged 16+	Ever consumed 86% (highest of 13). Of Vietnamese triers: plant milk 87%, plant-based meat alternatives 49%, dairy substitutes 46%. Reasons: healthier 61%, animal welfare 40%, vegetarian or vegan diet 38%, trend 36%. Barriers: hard to find 39%, taste 29%, cost 24%, unsure of ingredients 24%. Frequency: several times a week 44%	B	⁶
SUR-03	Plant-based food alternatives, 2024 wave (as charted in the 2025 report)	Rakuten Insight	2024	2757 (snippet only, via Statista as quoted by B-Company)	Rakuten Insight online panel, aged 16+	Vietnam ever tried 86% (2024)	C	^7,8
SUR-04	Plant-based food alternatives (2025 wave)	Rakuten Insight	2025	1942	Rakuten Insight online panel, aged 16+	Ever tried 92% (86% in 2024). Of triers: plant milk 89%, plant-based meat alternatives 47%, dairy substitutes 45%. Reasons: healthier 55%, trend 36%, vegetarian or vegan diet 35%, animal welfare 33%, taste better 31%, environment 30%. Barriers: hard to find 33%, no need 22%, cost 21%, taste 18%, unsure of ingredients 15%. Several times a week 43%; only plant-based 9%	B	⁷
SUR-05	Swiss and Vietnamese meat consumer segmentation (also Ha et al. 2024 Meat Science; Giacomuzzo et al. 2024 on vegetables use the same survey)	Swiss National Science Foundation and NAFOSTED (joint award IZVSZ1_203324)	2022 (Nov to Dec)	616	Urban residents 18+ in Hanoi, Hai Phong, Ho Chi Minh City; snowball via companies, consumer and parent associations on Zalo and Facebook; 77% university-educated, 59% women; non-meat eaters excluded	Flexitarian 4%; 0.74 kg meat per week. Segments: anxious 26%, suggestible 25%, meat lovers 19%, confident 16%, proactive 14%. Importance (1 to 6): good for health 5.40, very high food safety 5.35, nutritious 5.23, affordable 4.96, in line with culture 4.39. Proactive reducers skew to the two lowest income bands	B	^9,10
SUR-06	Healthy or environmentally friendly? Meat practices of green consumers	Same Swiss and Vietnamese project (assumed from authorship)	about 2022	not stated in abstract	Self-identified green consumers; online group discussions	Vietnamese decisions driven by health and food safety (fear of hormones in meat); meat is non-negotiable at special-occasion meals; family influence strong; red meat swapped for white meat	C	¹¹
SUR-07	How to message plant-based diets and products in Southeast Asia: a social media analysis	Faunalytics and Mercy For Animals (advocacy)	about 2024	73 posts	Public posts on X; English plus local keywords (Vietnam: +chay, thuần thực vật, dựa trên thực vật)	Vietnam: top motivations health, animal protection, environment; barriers too few to rank (5.5% of barrier mentions); about 3.4% of Vietnamese and Indonesian posts mention cutting meat because of prices	D	¹²
SUR-08	A novel model to predict plant-based food choice: Southern Vietnam	Not stated in retrieved text	about 2019	1477	Questionnaire in 10 of 19 southern provinces and cities; frame details not retrieved	Plant-based food choice linked to understanding of human body, health concern, abundance of plant foods, spirituality, love of animals, diet knowledge; social relationships negative; women more likely; income, age, education not significant; charity eateries sell plant-based meals at USD 0.30 to 0.50	C	¹³
SUR-09	Consumer insights and alternative protein-rich products from alcoholic beverage by-products (RD-32)	Not stated in retrieved text	about 2023 to 2024	260 (179 in scope)	Google Forms, aged 18 to 25 in Hanoi and Ho Chi Minh City; convenience	84% aware of alternative protein products but not used (as reported); 46% willing to try the by-product energy bar; top concerns flavour, safety, price; best bar overall acceptability 4.45 on a 1 to 7 hedonic scale	C	¹⁴
SUR-10	Willingness to try novel alternative protein products in Hanoi	Not stated in retrieved text	about 2024 to 2025	288	Aged 18 to 25 in Hanoi; structured questionnaire; 3 focus groups of 20	Text states 84% aware but not used; sample text says 202 of 288 (70%). Awareness via social media 47.9%, e-commerce 22.7%. Health concern strongest driver of attitude; subjective norms strongest driver of willingness to try; price negative	C	¹⁵
SUR-11	Behavioural drivers of plant-based food consumption intention among urban youth, Hanoi	Not stated	2024 (Mar to Apr)	246	University students in Hanoi; Google Forms snowball plus intercepts at vegetarian restaurants and campuses; 70.6% earn under VND 3 million a month	Health consciousness strongest (beta 0.474), social norms (0.350), animal welfare (0.118); environmental concern negative (-0.092); religion not significant. Purchase intention: occasionally 83.3%, frequently 3.3%, never 13.5%	D	¹⁶
SUR-12	Environmental perception and vegetarian motivation, Ho Chi Minh City	Not stated	about 2023	360	Students, office workers and manual workers in Ho Chi Minh City; direct questionnaire	Perception, opportunity and barriers significantly related to vegetarian motivation; vegetarians score environment higher	C	¹⁷
SUR-13	Students shifting toward vegetarian practices, Ho Chi Minh City	Not stated	about 2025	not in abstract	Students at seven universities in Ho Chi Minh City; direct questionnaire	Health and economic motives both raise likelihood of a vegetarian diet; health stronger; economically motivated vegetarians seek little nutrition information	C	¹⁸
SUR-14	Intention to adopt a periodic vegetarian diet (Buddhist practice)	Not stated	about 2024 to 2025	378	Vietnamese consumers; frame not in abstract	Religious values, physical and psychological health benefits raise attitude and intention toward periodic vegetarian eating	C	¹⁹
SUR-15	Sustainability awareness and Gen Z vegetarian dining: Hum Vegetarian case	Not stated	about 2025 to 2026	210	Gen Z in Ho Chi Minh City; customers or prospects of one premium vegetarian restaurant	Sustainability awareness beta 0.45, brand image 0.34, health awareness 0.32, perceived value 0.29, social norms 0.21 on attitude	D	²⁰
SUR-16	Healthy eating among young urban Vietnamese	Decision Lab (own study)	about 2021 to 2022	828	Gen Y and Gen Z in major cities; online	46% say COVID-19 main motivator for healthy eating; barriers to healthy eating: lack of time 45%, healthy food is expensive 41%	C	²¹
SUR-17	What new foods have Vietnamese consumers tried or cooked recently?	Q&Me (own study)	not stated	1000	Online, aged 18 to 49, nationwide	No plant-based, vegetarian or plant-milk results reported	C	²²
SUR-18	Unnamed company survey on vegetarian eating (2019), as reported by CafeF	Unknown	2019	not stated	Unknown	55% eat chay; 28.5% regularly, 29% occasionally, 42.5% rarely (these do not reconcile)	D	²³
SUR-19	Consumer concern about food safety in Hanoi	Not retrieved	about 2016 to 2017	not retrieved	Hanoi consumers	95% report a strong degree of worry about food safety, notably drug residues in meat, heavy metals and GMO food; urban more worried than rural (as summarised by CON-05)	C	^24,12
SUR-20	Acceptance of alternative protein foods in a multi-ethnic Asian population	Singapore Ministry of Health, NUS, Ministry of Education and others (per OpenAlex)	about 2021 to 2022	0	Multi-Ethnic Cohort 2 adults (75% Chinese, 15% Indian, 10% Malay)	Not applicable to Vietnam	B	²⁵
SUR-21	Sensory drivers of plant-based milk alternatives in chilled sweetened coffee	Kasetsart University	about 2025	0	100 Thai milk-coffee consumers plus 9 trained panellists; 10 formulations	Not applicable to Vietnam	B	²⁶
SUR-22	Chinese consumers valuation of prepared plant-based meat (frozen meatballs)	National Office for Philosophy and Social Sciences (China)	about 2023	0	Chinese consumers; online choice experiment with information treatment	Not applicable to Vietnam	B	²⁷
SUR-23	Asia-focused sensory study of blended meat	GFI APAC and partners	2024 to 2025	0	Not found	Not available	D	²⁸
SUR-24	Kantar Worldpanel Vietnam household panel (Brand Footprint 2024; FMCG 2025 outlook)	Kantar (commercial)	2023 to 2024	not stated	Household purchase panel (urban and rural)	FMCG value flat in 2024; modern trade about 45% of urban FMCG spend, traditional about 55%; rural traditional about 75%; 1 in 5 urban households bought FMCG on TikTok Shop; TH CRP growth highest among top 5 milk and milk-substitute brands (urban +12.2%, rural +24.2%, 2023)	B	^29,30
SUR-25	Plant-based dairy in Vietnam (retail sales tracking)	Euromonitor (commercial)	2020 to 2025	not applicable	Retail audit and trade estimates	Plant-based dairy sales fell strongly in 2023, rose marginally in 2024 and rebounded fast in 2025; Vinasoy dominates; Vinamilk gaining	C	³¹
SUR-26	Domestic papers cited but not retrieved	Not known	2020 to 2025	not retrieved	Mostly students and young urban consumers (from titles)	Not retrieved	D	¹⁵

Not in the register: national diet surveillance. The Global Diet Quality Project's Vietnam round (Gallup, 1,007 adults by mobile telephone, 13 November to 12 December 2021) is the only probability sample with Vietnamese data on plant-protein eating: 40.0% of adults had eaten dried beans, soybeans, tofu, soy milk or bean flour on the previous day, and 7.9% had eaten no meat, poultry or fish (our calculation from the published 92.1%). It asks nothing about plant-based meat, plant milk or new proteins, so it is a diet survey rather than a consumer study and sits in D1. Diet and prices and diet_quality_vietnam.csv ^32,33,34 . The first sales counters for plant milks, chay foods and protein powders (Lazada, Tiki and a kitchen supply platform, September 2026) are in D3. Retail demand signals.

D2.2 Barriers and drivers

The factors Vietnamese respondents say would make them eat more plant-based meat, and the reasons they give for choosing or avoiding plant-based products. Differences from the six-country average are in percentage points.

Study	Country	Type	Item	Value	Unit	Comparison	Difference (points)	Source
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	More affordable	38	% of respondents ranking in top 3	47	-9	²
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	More nutritious	36	% of respondents ranking in top 3	41	-5	²
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	More available when shopping	31	% of respondents ranking in top 3	27	4	²
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	Tasted better	30	% of respondents ranking in top 3	34	-4	²
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	More variety	29	% of respondents ranking in top 3	23	6	²
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	Contained fewer additives	27	% of respondents ranking in top 3	21	6	²
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	Tasted more like meat	23	% of respondents ranking in top 3	28	-5	²
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	More available when eating out	22	% of respondents ranking in top 3	21	1	²
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	Knew how to cook it better	22	% of respondents ranking in top 3	16	6	²
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	Less processed	16	% of respondents ranking in top 3	19	-3	²
GFI APAC and Good Growth, Decoding demand	Vietnam	barrier (factor to eat more)	Lower in sodium	15	% of respondents ranking in top 3	14	1	²
GFI APAC and Good Growth, Decoding demand	Vietnam	behaviour intention	Intend to reduce meat consumption	15	% of respondents	21	-6	²
GFI APAC and Good Growth, Decoding demand	Vietnam	driver (openness)	Very interested in trying a meat and plant-based blend	55	% of respondents	49	6	²
GFI APAC and Good Growth, Decoding demand	Vietnam	driver (openness)	Slightly interested	40	% of respondents	44	-4	²
GFI APAC and Good Growth, Decoding demand	Vietnam	driver (openness)	Not interested	5	% of respondents	7	-2	²
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	Healthy	65	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	Easy to digest	44	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	Tastes good	38	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	High in protein	33	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	Low in cholesterol	31	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	Hygienic	29	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	Natural or no additives	22	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	Is overly processed	19	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	May have bad chemicals or additives	16	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	Low in protein	11	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	High in sodium	11	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	May have hormones	9	% of respondents			^2,4
GFI APAC and Good Growth, Decoding demand	Six-country average (no Vietnam split published)	association	Tastes bad	8	% of respondents			^2,4
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	driver	Belief that plant-based products are healthier	55	% of respondents	49	6	⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	driver	I wanted to try a food trend	36	% of respondents	39	-3	⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	driver	Follow a vegetarian or vegan diet	35	% of respondents			⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	driver	Concerns regarding animal welfare in food production	33	% of respondents	30	3	⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	driver	Plant-based products taste better	31	% of respondents			⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	driver	Concerns on environmental impact of livestock farming	30	% of respondents			⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	driver	Food allergies, intolerance or dietary restrictions	15	% of respondents			⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	barrier	It is difficult to find where I live	33	% of respondents	31	2	⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	barrier	Do not see the need for plant-based alternatives	22	% of respondents	29	-7	⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	barrier	It costs more than the original	21	% of respondents	34	-13	⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	barrier	Plant-based alternatives do not taste as good as the original	18	% of respondents	27	-9	⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	barrier	Not sure about the ingredients compared to the original	15	% of respondents	23	-8	⁷
Rakuten Insight, Plant-based food alternatives 2025	Vietnam	barrier	Belief that plant-based alternatives are not as healthy or nutritious	3	% of respondents	7	-4	⁷
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	driver	Belief that plant-based products are healthier	61	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	driver	Concerns regarding animal welfare in food production	40	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	driver	Follow a vegetarian or vegan diet	38	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	driver	I wanted to try a food trend	36	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	driver	Concerns on environmental impact of livestock farming	32	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	driver	Plant-based products taste better	29	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	driver	Food allergies, intolerance or dietary restrictions	20	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	barrier	It is difficult to find where I live	39	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	barrier	Plant-based alternatives do not taste as good as the original	29	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	barrier	It costs more than the original	24	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	barrier	Not sure about the ingredients compared to the original	24	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	barrier	Do not see the need for plant-based alternatives	18	% of respondents			⁶
Rakuten Insight, Plant-based food alternatives: future or present?	Vietnam	barrier	Belief that plant-based alternatives are not as healthy or nutritious	8	% of respondents			⁶
Delley et al. 2024 (BFH and VNUA)	Vietnam (urban)	driver (food choice importance)	Is good for my health	5.4	mean on 1 to 6 scale	4.98	0.42	⁹
Delley et al. 2024 (BFH and VNUA)	Vietnam (urban)	driver (food choice importance)	Has a very high level of food safety	5.35	mean on 1 to 6 scale	4.59	0.76	⁹
Delley et al. 2024 (BFH and VNUA)	Vietnam (urban)	driver (food choice importance)	Is nutritious	5.23	mean on 1 to 6 scale	4.69	0.54	⁹
Delley et al. 2024 (BFH and VNUA)	Vietnam (urban)	driver (food choice importance)	Is affordable	4.96	mean on 1 to 6 scale	3.54	1.42	⁹
Delley et al. 2024 (BFH and VNUA)	Vietnam (urban)	driver (food choice importance)	Is in line with my culture	4.39	mean on 1 to 6 scale	3.4	0.99	⁹
Good Growth, Faunalytics, MFA social listening 2025	Six SEA countries (Vietnam 73 posts)	barrier (social media mentions)	Health concerns (nutrition, protein, energy doubts)	22.8	% of barrier mentions			¹²
Good Growth, Faunalytics, MFA social listening 2025	Six SEA countries (Vietnam 73 posts)	barrier (social media mentions)	Cost	16.2	% of barrier mentions			¹²
Good Growth, Faunalytics, MFA social listening 2025	Six SEA countries (Vietnam 73 posts)	barrier (social media mentions)	Cultural norms and religion	12.0	% of barrier mentions			¹²
Good Growth, Faunalytics, MFA social listening 2025	Six SEA countries (Vietnam 73 posts)	barrier (social media mentions)	Negative perceptions of vegans and advocates	9.6	% of barrier mentions			¹²
Good Growth, Faunalytics, MFA social listening 2025	Six SEA countries (Vietnam 73 posts)	barrier (social media mentions)	Over-processing	8.4	% of barrier mentions			¹²
Good Growth, Faunalytics, MFA social listening 2025	Six SEA countries; Vietnam rank order identical	driver (social media mentions)	Health benefits	43	% of motivation mentions			¹²
Good Growth, Faunalytics, MFA social listening 2025	Six SEA countries; Vietnam rank order identical	driver (social media mentions)	Animal protection	17	% of motivation mentions			¹²
Good Growth, Faunalytics, MFA social listening 2025	Six SEA countries; Vietnam rank order identical	driver (social media mentions)	Environmental sustainability	12	% of motivation mentions			¹²
Ly and Ly 2025, Hanoi students	Vietnam (Hanoi students)	driver (regression)	Health consciousness	0.474	standardised beta on intention			¹⁶
Ly and Ly 2025, Hanoi students	Vietnam (Hanoi students)	driver (regression)	Social norms	0.35	standardised beta on intention			¹⁶
Ly and Ly 2025, Hanoi students	Vietnam (Hanoi students)	driver (regression)	Animal welfare concern	0.118	standardised beta on intention			¹⁶
Ly and Ly 2025, Hanoi students	Vietnam (Hanoi students)	driver (regression)	Environmental concern	-0.092	standardised beta on intention			¹⁶
Ly and Ly 2025, Hanoi students	Vietnam (Hanoi students)	driver (regression)	Religious beliefs	not significant	standardised beta on intention			¹⁶
Decision Lab, healthy eating	Vietnam (major cities, Gen Y and Gen Z)	barrier (healthy eating in general)	Lack of time to cook and prepare healthy food	45	% of respondents			²¹
Decision Lab, healthy eating	Vietnam (major cities, Gen Y and Gen Z)	barrier (healthy eating in general)	Healthy food is expensive	41	% of respondents			²¹
Ha, Shakur and Pham 2019, Hanoi	Vietnam (Hanoi)	driver (food safety worry)	Strong worry about food safety (drug residues in meat, heavy metals, GMO)	95	% of respondents			^24,12
Chia et al. 2024, Singapore	Singapore	driver (WTP)	Concern about drug residues in meat raises willingness to pay for alternative proteins	significant positive	direction only			²⁵
Nguyen M.Q. et al. 2024 (RD-32)	Vietnam (Hanoi and Ho Chi Minh City, 18 to 25)	barrier	Flavour, safety and price were the most prominent considerations for a by-product protein bar	unranked	qualitative			¹⁴

D2.3 Willingness to pay, by type of evidence

Study or observation	Country	Year	Product	Price condition	Value	Unit	Comparison	Source
GFI APAC and Good Growth price ladder	Vietnam	2023	plant-based meat versus meat (no product described)	20% cheaper than meat	88	% choosing plant-based meat	six-country average 80%; TH 82, PH 87, MY 72, ID 84, SG 67	^2,4
GFI APAC and Good Growth price ladder	Vietnam	2023	plant-based meat versus meat (no product described)	Same price as meat	74	% choosing plant-based meat	six-country average 62%; TH 65, PH 73, MY 54, ID 66, SG 41	^2,4
GFI APAC and Good Growth price ladder	Vietnam	2023	plant-based meat versus meat (no product described)	20% dearer than meat	64	% choosing plant-based meat	six-country average 47%; TH 50, PH 56, MY 42, ID 44, SG 26	^2,4
GFI APAC and Good Growth price ladder	Vietnam	2023	plant-based meat versus meat (no product described)	50% dearer than meat	47	% choosing plant-based meat	six-country average 35%; TH 38, PH 44, MY 33, ID 30, SG 18	^2,4
GFI APAC and Good Growth price ladder	Vietnam	2023	plant-based meat versus meat (no product described)	100% dearer than meat	26	% choosing plant-based meat	six-country average 22%; TH 21, PH 30, MY 20, ID 23, SG 10	^2,4
GFI APAC and Good Growth, high-interest segments	Six SEA countries	2023	plant-based meat	Same price as meat	up to 76	% of high-interest segments choosing plant-based meat	Enthusiasts 76%, Curious 69%, Expanders 66%	²
Imported modern plant-based meat on shelf (Unconventional, Italy)	Vietnam (Ho Chi Minh City)	2026	frozen burger and sausage	Posted retail price	542,000 to 622,000	VND per 100 g of protein	Eggs and chicken breast VND 34,000 to 45,000; tofu VND 66,000; hydrated gluten or TVP analogues VND 112,000 per 100 g protein	³⁵
Oat milk in speciality cafes	Vietnam (Ho Chi Minh City, Hanoi)	2023	oat-milk coffee drinks (Oatside)	Upcharge per cup versus cow milk	10,000 to 15,000	VND per cup	Cafe chains named: Là Việt, %Arabica, Kohibito, Rifine, The Little Cam	³⁶
Oatside retail versus domestic cow milk	Vietnam	2023	oat milk 1 L	Posted retail price	75,000 to 85,000 (oat) versus 33,000 to 45,000 (cow milk)	VND per litre	Oat milk 1.7 to 2.6 times cow milk (our arithmetic)	³⁶
Plant milk shelf price ladder (retail audit)	Vietnam (Nha Trang and Ho Chi Minh City)	2026	Fami soy milk, 1.2 L (Lotte Mart Go Vap)	Posted retail price	22,900	VND per litre	Domestic cow milk VND 33,000 to 45,000 per litre in 2023 (CON-35)	³⁵
Plant milk shelf price ladder (retail audit)	Vietnam (Nha Trang and Ho Chi Minh City)	2026	Vinamilk high-protein nut milk (180 ml and 240 ml)	Posted retail price	80,600 to 93,800	VND per litre	Domestic cow milk VND 33,000 to 45,000 per litre in 2023 (CON-35)	³⁵
Plant milk shelf price ladder (retail audit)	Vietnam (Nha Trang and Ho Chi Minh City)	2026	Oatside oat milk 1 L (Nam An)	Posted retail price	59,900	VND per litre	Domestic cow milk VND 33,000 to 45,000 per litre in 2023 (CON-35)	³⁵
Plant milk shelf price ladder (retail audit)	Vietnam (Nha Trang and Ho Chi Minh City)	2026	Oatly oat drink 1 L	Posted retail price	98,000 to 139,900	VND per litre	Domestic cow milk VND 33,000 to 45,000 per litre in 2023 (CON-35)	³⁵
Plant milk shelf price ladder (retail audit)	Vietnam (Nha Trang and Ho Chi Minh City)	2026	137 Degrees nut milks 1 L (Nam An)	Posted retail price	139,900 to 158,900	VND per litre	Domestic cow milk VND 33,000 to 45,000 per litre in 2023 (CON-35)	³⁵
Plant milk shelf price ladder (retail audit)	Vietnam (Nha Trang and Ho Chi Minh City)	2026	MilkLab barista milks 1 L	Posted retail price	90,000 to 94,900	VND per litre	Domestic cow milk VND 33,000 to 45,000 per litre in 2023 (CON-35)	³⁵
Charity eateries serving plant-based meals (southern Vietnam)	Vietnam (south)	about 2019	plant-based meal	Meal price	0.30 to 0.50	USD per meal	Reported by study authors as a reason income does not predict plant-based eating	¹³
Thai sensory test of plant milks in iced sweetened coffee	Thailand	about 2025	almond, pistachio, macadamia, sesame, riceberry milks in coffee	Blind tasting; purchase intent	Macadamia and pistachio highest liking and top-two-box purchase intent	qualitative ranking	Powdery texture and dark brown flavour drive rejection	²⁶
Chinese choice experiment on frozen meatballs	China	about 2023	beef, beef plus soy blend, soy meatballs	Environmental information treatment versus control	+31 (blend); +126 (soy)	% change in WTP versus control group	Positive WTP limited to low food-technology-neophobia consumers	²⁷
Hanoi student plant-based food spending (self-reported)	Vietnam (Hanoi)	2024	plant-based food	Self-reported monthly spend	68.6% spend VND 500,000 to 1,000,000	% of respondents	70.6% of the same sample earn under VND 3 million a month	¹⁶

D2.4 Launches and exits

Modern plant-based brands and products that entered Vietnam, how they entered and their status in September 2026.

Brand	Owner country	Product	Channel	Entry	Status (September 2026)	Source
Beyond Meat	USA	Beyond Burger, sausages, mince	Restaurants first (BiaCraft, 3 Ho Chi Minh City venues), then gourmet retail and e-commerce	2019	Not seen on shelf in September 2026; no current distributor found	^37,38,39,35
OmniFoods (OmniPork, Omni Luncheon)	Hong Kong	Mince, luncheon; Starbucks meatball sandwich and luncheon bake	Gourmet retail (2022); Starbucks Vietnam limited menu (summer 2023)	2022	Starbucks promotion appears to have been limited-time; not seen on shelf in September 2026; no firm news found after March 2024 (dormant)	^40,38,35,41
Next Meats	Japan	Yakiniku, gyudon-style slices	Classic Fine Foods deli	2022	Not seen in September 2026; no firm news found after June 2022 (dormant)	^38,35,42
Heura	Spain	Chicken strips, burgers, sausages	Gourmet retail and e-commerce	2022	Not seen in September 2026	^38,35
Impossible Foods	USA	Impossible Burger	None found	none found	No evidence of a Vietnam launch	³⁸
Meatless Farm	UK	Plant-based mince and burgers	None found	none found	No evidence retrieved
Zhenmeat	China	Plant-based meat	None found	none found	No evidence retrieved
Starfield	China	Plant-based meat	None found	none found	No evidence retrieved
CP Meat Zero	Thailand (CP Foods)	Chay minced meat, roast pork and bologna, 90 g to 1 kg (seven to eight SKUs)	Kamereo, a business-to-business platform supplying restaurants, cafés and hotels	unknown	Listed on Kamereo (1 kg minced VND 244,000) but not orderable in September 2026; eight listings show 386 units (80 kg) sold in all; not in the retail audit or on Lazada and Tiki (no evidence at first reading)	^{43,44,45,46,35}
Unconventional	Italy	Frozen plant-based burger and sausages (soy concentrate and isolate)	Gourmet retail (Annam Gourmet, An Phu)	unknown	On shelf in one gourmet store	³⁵
Ông Chà Và / NOSA	China-made (brand owner unverified)	Canned soy luncheon and vegetarian beef	Mass modern retail (Co.opmart, Emart)	unknown	On shelf	^47,35
VMEAT (Cay De Food)	Vietnam	Burger patties, ground meat, cha lua, ham	Foodservice (70% of 2021 revenue from food and beverage customers), then direct and small retail	2022	Dormant: no evidence of activity after 2022 (news-site search and company site checked 25 September 2026); imported over 90% of its raw materials (2021)	^39,48,49,50
Is It Meat?; Yukino Foods; SaladStop!	Vietnam (expat-founded); Japan-linked; Singapore	Nuggets, sausages, gyoza, burgers, salad patties	Ho Chi Minh City restaurants and one shop	2016 to 2020	Is It Meat? and Yukino Foods dormant (no evidence after 2022); SaladStop! not assessed	³⁸
INNOHAS	South Korea	Plant-based meat for Vietnam and SEA (planned)	Planned local production and distribution	2024 (investment)	No Vietnam launch evidence	^51,52
KFC, Burger King, Pizza 4P's, Highlands Coffee, The Coffee House, Phuc Long, Katinat	Various	Plant-based menu items or plant-milk options	Chains	unknown	Not verified in this wave
Oatside	Singapore brand, made in Indonesia	Oat milk (barista, chocolate)	Speciality cafes first, then modern and premium retail and e-commerce	2022	Active: about 100 cafes by August 2023; on premium shelves in 2026; Vietnam campaign in April 2026; the best-selling plant milk on the Kamereo kitchen platform (13,230 L, cumulative) but under 2% of plant-milk litres read on Lazada	^{53,54,36,55,56,35,45,46}
Oatly	Sweden	Oat drink (Original, Barista)	Premium modern retail	unknown	On shelf	³⁵
137 Degrees	Thailand (Simple Foods)	Almond, walnut, pistachio, macadamia, oat milks	Modern and premium retail	unknown	On shelf; 9 SKUs across Nha Trang and Ho Chi Minh City stores	^57,35
MilkLab; Alternative Dairy Co; Almond Breeze; So Good	Australia; Australia; USA; Indonesia	Barista and retail plant milks	Premium and modern retail	unknown	On shelf	³⁵
Fami and Vinasoy (QNS)	Vietnam	Soy milk (incl. calcium, green soy, walnut)	Mass traditional and modern trade nationwide	by 2014 (82.7% share then, per ECO-42)	Active and growing: soy milk revenue VND 3,596 billion in 9M 2025 (+13%), about VND 1,200 billion in Q4 2025 (+22%); 264 million litres in 2025 (+4%), revenue +14%, premium Fami +36%, e-commerce +135%, exports +126%; 90.6% of branded soy milk (2024); Tiki's best-selling plant milk (September 2026)	^{58,59,60,61,35,62,63,64,65}
Veyo (Vinasoy)	Vietnam	Oat milk; nut milk; postbiotic nut milk	Modern trade	unknown	On shelf; 4 SKUs; Veyo nut milks +50% in 2025	^35,66,63
Vinamilk plant milks and plant yoghurt	Vietnam	Soy milk, 9-nut milk, oat milk, soy-walnut, high-protein nut milk (5 g per 100 ml), plant yoghurt	Mass traditional and modern trade nationwide	unknown for soy and nut milks; high-protein nut milk about 2024 (inferred from first search interest, August 2024)	Active and growing: nut milk double-digit growth in Q1 2026; 10 plant-milk SKUs plus plant yoghurts in audit; Lazada's best-selling plant milk (9-nut, about 383,600 L cumulative) and high-protein nut milk about 70,300 L; plant-based 1.30% of Vinamilk's range with no time-bound target (FAIRR, 2024)	^{67,68,35,56,46,69,70}
TH true NUT	Vietnam	Walnut, macadamia, almond, oat milks sweetened with dates	Mass modern trade and TH stores	2018	Active; on shelf	^71,35,29
Nutifood plant milks	Vietnam	Brown rice milk, corn milk, soy milk	Mass modern trade	unknown	On shelf	³⁵
bibigo Healthy Mandu Chay (CJ Foods Vietnam)	South Korea brand, made in Vietnam	Vegetable and plant-protein dumplings	Mass modern trade	unknown	On shelf	³⁵
Kashew; Deep Blue Island	Vietnam	Cultured cashew cheese; coconut yoghurt	Premium retail in Ho Chi Minh City	unknown	On shelf	³⁵
Emmay (Nam Tuoi Cuoi brand)	Vietnam	Mushroom floss and fillings	Own brand in supermarkets and through distributors (80% of 2022 revenue)	unknown	Active (December 2025); its chief executive said in 2022 that plant-based meat cost 50 to 70% more than meat	^72,73
Ong Tempeh	Vietnam	Tempeh	Direct to the vegetarian community, then e-commerce and hotels	unknown	Active (September 2025)	⁷⁴

Firm outcomes. The rows for CP Meat Zero, VMEAT, OmniFoods, Next Meats, Emmay and Ong Tempeh were updated or added from the actor check and the firm outcome register, which follows 24 alternative-protein startups and scale-ups that entered, tested or left Vietnam and Southeast Asia from 2019 to 2026 (firm_outcomes.csv, firm_base_rates.csv). Of the 24, 7 are active, 4 pivoted, 2 exited and 11 are dormant, meaning no evidence of activity was found after their last dated item, which is not proof of closure ^75,76,77,78 . By first channel, firms were operating (active or pivoted) in 4 of 5 cases that launched their own brand in shops, online or their own outlets, 5 of 12 that launched their brand on restaurant or café menus, and 2 of 6 that launched with no brand of their own (our calculation). Every pivot moved away from the consumer brand, towards private label, co-manufacturing or non-food uses (TiNDLE, Vow, UMAMI Bioworks, Avant's parent), and none of the four Vietnamese meat-analogue startups shows activity after 2022, while all three Vietnamese makers of traditional or whole-food formats are trading ^75,79,72,74 . We found no startup whose first revenue came from selling a protein ingredient to chay makers, meat processors or caterers, so that route is untested rather than proven ^43,80 . The sample is small and press-visible; see Channels for how this changes the advice to startups.

D2.5 Search interest for Vietnamese food terms, 2019 to 2026

Google Trends annual mean index, Vietnam, extracted by AltProtein Vietnam on 24 September 2026 ⁵⁶ . Values compare terms only within the same comparison set (100 is the peak month of any term in the set); 2026 covers January to September. Google Trends is a relative index, and Vietnamese users also search on other platforms.

Comparison set	Term	Gloss	2019	2020	2021	2022	2023	2024	2025	2026
Set 1	sữa hạt	nut or seed milk	20.2	32.9	38.9	44.1	82.3	59.3	63.0	69.6
Set 1	thịt thực vật	plant meat	1.4	2.2	4.2	5.0	2.7	2.2	2.0	1.7
Set 1	sữa yến mạch	oat milk	4.2	6.8	6.6	5.4	5.2	4.8	7.0	10.7
Set 1	đồ chay	vegetarian food (traditional)	6.9	8.2	7.3	9.2	9.9	8.6	8.2	8.4
Set 1	thuần chay	vegan	0.7	1.0	1.4	2.8	4.7	6.5	6.2	5.0
Set 2	sữa hạt	nut or seed milk	20.2	32.9	38.9	44.1	82.3	59.3	63.0	69.6
Set 2	sữa đậu nành	soy milk	27.3	30.3	30.3	28.2	32.1	27.9	24.5	26.4
Set 2	thịt chay	vegetarian meat	2.7	3.4	3.8	3.6	4.5	3.9	3.6	3.8
Set 2	plant based	English term	1.8	3.0	1.9	1.0	1.4	1.8	1.9	7.7
Set 2	vegan	English term	29.6	36.0	26.9	15.8	20.0	29.3	24.2	34.7
Set 3	sữa hạt	nut or seed milk	3.2	5.2	6.1	6.9	12.8	9.2	9.7	10.9
Set 3	ăn chay	eat vegetarian	4.6	5.2	5.2	6.0	7.4	6.8	6.4	6.4
Set 3	chay	vegetarian, meatless	78.3	66.8	56.2	54.2	60.5	59.7	54.5	56.0
Set 3	đậu hũ	tofu	2.3	3.9	4.5	3.8	4.0	3.1	3.1	3.7
Set 3	nấm	mushroom	40.0	46.1	45.1	48.7	52.4	53.8	47.9	48.8
Set 4	thịt thực vật	plant meat	9.2	14.7	27.9	33.1	17.7	14.5	12.9	11.0
Set 4	plant based	English term	11.5	19.6	12.3	6.8	9.1	11.8	12.4	50.2
Set 4	thịt chay	vegetarian meat	18.2	21.8	24.8	24.0	30.2	25.4	24.8	25.4
Set 4	đạm thực vật	plant protein	5.1	9.1	21.5	22.8	15.2	14.8	13.1	11.7
Set 4	thuần chay	vegan	4.2	6.3	9.9	16.9	31.2	42.6	40.2	33.0
Set 5	sữa hạt cao đạm	high-protein nut milk	0.0	0.0	0.0	0.0	0.0	0.8	6.5	10.6
Set 5	sữa yến mạch	oat milk	31.6	53.6	51.7	42.0	40.2	38.7	54.7	82.2
Set 5	oatside	brand	0.0	0.0	0.0	0.2	4.2	26.0	50.6	41.0
Set 5	sữa hạnh nhân	almond milk	27.4	31.9	33.2	29.8	33.0	26.9	24.5	27.7
Set 5	sữa óc chó	walnut milk	61.5	55.7	55.9	50.8	50.3	39.1	28.9	29.8

D2.6 Acceptance of cultivated meat, fermentation and blends

Study	Country	Year	n	Category	Metric	Value	Source
Lin et al. 2026, Discover Food	Singapore; Vietnam; China; Japan; South Korea	published 2026 (fieldwork year not retrieved)	3005 (split by country not retrieved)	cultivated meat and cell-cultured foods	Country concentration of the most open consumer segment	Open-Minded Seekers concentrated in Vietnam and China; Resistant Evaluators mostly Japan; Hesitant Observers more in Singapore and South Korea	⁸¹
Nghiem-Phu 2023, Food Research	Vietnam	published 2023	393	cultivated meat (in vitro meat)	Share of respondents in the optimist segment	About one quarter	⁸²
Nguyen M.Q. et al. 2025, HUST	Vietnam (Hanoi)	published 2025	288	novel alternative protein (plant-based meat, yeast-based protein, insect protein)	Aware of products but never used	70 percent (202 of 288); text also states 84 percent	⁸³
Nguyen M.Q. et al. 2025, HUST	Vietnam (Hanoi)	published 2025	288	novel alternative protein	Standardised effect of price on attitude; on willingness to try	-0.359 on attitude; -0.250 on willingness to try (both significant)	⁸³
Nguyen M.Q. et al. 2025, HUST	Vietnam (Hanoi)	published 2025	288	novel alternative protein	Where respondents first heard of the products	Social media 47.9 percent; e-commerce 22.7 percent	⁸³
Nguyen M.Q. et al. 2024 (RD-32), HUST	Vietnam (Hanoi and Ho Chi Minh City)	published 2024	260 (179 in primary scope)	fermentation-derived (brewer's spent yeast protein energy bar)	Willing to try the product	46 percent	¹⁴
GFI APAC and Good Growth Co. 2024, Decoding Demand	Indonesia; Malaysia; Philippines; Singapore; Thailand; Vietnam	published January to February 2024 (fieldwork year not stated in sources read)	5971 total (per country not retrieved)	blended meat (plant plus conventional meat)	Interested in at least trying blended meat	93 percent	^84,85,5
GFI APAC and Good Growth Co. 2024, Decoding Demand	Six Southeast Asian markets incl. Vietnam	published 2024	5971	plant-based meat	Eat plant-based meat regularly	5 percent	^84,85
GFI APAC and Good Growth Co. 2024, Decoding Demand	Six Southeast Asian markets incl. Vietnam	published 2024	5971	plant-based meat	Would buy if 20 percent cheaper than conventional meat	80 percent	^84,85
GFI APAC and Good Growth Co. 2024, Decoding Demand	Vietnam (Ho Chi Minh City sample)	published 2024	not retrieved	plant-based meat	Rank on interest in increasing future consumption	Vietnamese respondents most interested of six markets	⁸⁵
Tong et al. 2021, IJFAEC	Vietnam	published 2021	not retrieved	GMO attitudes (non-GM soymilk)	Willingness-to-pay premium for soymilk with non-GM information	84 percent	⁸⁶
Ngo et al. 2024, PLoS ONE	Vietnam	published 2024	424	GMO attitudes	Path from trust to purchase intention via perceived benefits	Standardised indirect effect 0.234 (p below 0.001); knowledge raises benefits and lowers risks	⁸⁷
Ngo et al. 2026, JAFR	Vietnam	published 2026	416	GMO attitudes	Main route from knowledge to purchase intention	Through perceived benefits; risk pathway not supported	⁸⁸
Nguyen T.H. et al. 2022, JFPM	Vietnam	published 2022	407	genome-edited and GM foods	Implicit attitude link between GE and GM foods	Highly correlated under condensed information; in-depth information reduced the correlation	⁸⁹
Nguyen T.H. et al. 2024, Agribusiness	Vietnam	published 2024	not retrieved	genome-edited rice	Acceptance of quality-improved GE rice	Wide acceptance; in-depth information raised acceptance	⁹⁰
Pham et al. 2026, VJAS	Vietnam (Hanoi, Hung Yen, Nghe An)	published 2026	170	food safety trust (context)	Trust in value chain actors; top concern	Low trust in value chain actors; heightened concern over chemical residues; higher trust in government TV news	⁹¹
Bryant et al. 2019, Frontiers	China	fieldwork 2018 (inferred from publication)	about 1000 (3030 across USA, India, China)	cultivated meat ('purity meat' in Chinese)	Very or extremely likely to purchase	59.3 percent (6.7 percent not at all likely)	⁹²
Yang et al. 2024, Frontiers	China (Beijing, Shenyang, Wuhan, Chengdu, Guangzhou)	fieldwork October 2020	about 1000	cultivated meat and plant-based meat (beef burger)	Willingness-to-pay premium versus farm-raised meat	Negative for both; plant-based valued above cultivated; positive information narrowed the gap	⁹³
Takeda et al. 2022, FQP	Japan	published 2022	5000	cultivated meat and other alternative proteins	Social acceptance	Cultured meat 40.9 percent; plant-based meat 70.2 percent; milk alternatives 50.8 percent; insects 19.5 percent	⁹⁴
Chia et al. 2024, FQP	Singapore	published 2024	1224	plant-based meat, cultivated meat, insect foods	Barriers and order of consumption intent	Plant-based highest, then cultivated, then insect; perceived unnaturalness strongest barrier and strongest for cultivated meat; distrust in gene technology specific to cultivated meat; drug-residue concern raised willingness to pay	⁹⁵
Zollman Thomas et al. 2023, Frontiers	Singapore	published 2023	1004	precision-fermented egg	Probably or definitely willing to try; to purchase	Try 56.2 percent; purchase 48.1 percent; price was top reason to buy (17.1 percent)	⁹⁶
Chong et al. 2023, J Environ Psychol	Singapore	published 2023	not retrieved (qualitative stage of 20 reported)	cultivated meat naming	Preferred name; effective frames for Buddhists	'Cultivated meat' preferred and linked to positive attitudes; 'cell-based' least liked; animal welfare and emissions frames effective among Buddhists	^97,98
Ho et al. 2024, Science Communication	Singapore	published 2024	658	cultivated meat, halal	Role of halal consciousness	Halal consciousness raised attention to benefit messages, shaping attitudes via presumed media influence	⁹⁹
GOOD Meat customer survey at Huber's Bistro, reported 2024	Singapore	up to May 2024	not disclosed	cultivated chicken	Willingness to retry; flavour rating (out of 5)	Retry 4.41; flavour 4.21	¹⁰⁰
A*STAR SIFBI blind test for GFI APAC and NECTAR, 2025	Singapore	published November 2025	more than 100 (116 per NOV-40)	blended meat (animal plus plant)	Likelihood of being liked versus plant-based meat	Blended 1.8 times more likely to be rated like or like very much	^101,102
A*STAR SIFBI blind test for GFI APAC and NECTAR, 2025	Singapore	published November 2025	more than 100	blended meat	Would buy: blended versus plant-based versus conventional	22 percent versus 16 percent (NOV-39); 58 percent versus 38 percent versus 95 percent conventional (NOV-38)	^103,102
A*STAR SIFBI blind test for GFI APAC and NECTAR, 2025	Singapore	published 2025 to 2026	116	blended meat	Preferred animal share in a blend	57 percent preferred about 75 percent animal content; 18 percent preferred 50:50	¹⁰⁴
Aleph Farms blind test, 2026	Israel	early 2026	60	cultivated beef hybrid (cells plus soy and wheat)	Acceptance and purchase intent versus beef	Acceptance 96 percent versus 98 percent; purchase intent 50 percent versus 51 percent; not significant	¹⁰⁵
Aleph Farms and Thai Union survey, 2021 (as reported)	Thailand	2021	not retrieved (a later survey n = 1500)	cultivated meat	Willing to try; aware of cultured meat	97 percent willing to try; 24 percent aware	¹⁰⁶
Siegrist and Hartmann 2020, Appetite	Australia; China; England; France; Germany; Mexico; South Africa; Spain; Sweden; USA (not Vietnam)	published 2020	6128	cultivated meat	Main predictors of acceptance	Perceived naturalness and disgust important in all countries; trust in food industry and neophobia also matter; authors advise stressing similarity to meat rather than the technical process	¹⁰⁷

D2.7 What frontier products have sold, where and at what price

Product	Company	Country	Channel	Launch	Price	Composition or protein	Volume or status	Source
GOOD Meat cultivated chicken (restaurant dishes)	Eat Just (GOOD Meat)	Singapore	Restaurants (1880, later Huber's Bistro)	December 2020 (approval and first sale)	not retrieved	Cultivated chicken (earlier formulations about 60 to 70 percent cultivated)	More than 2000 servings sold in Singapore to May 2024 (company claim); sales paused December 2023; production 'never continuous'	^100,108
GOOD Meat 3	Eat Just (GOOD Meat)	Singapore	Retail, freezer section of Huber's Butchery	16 May 2024	S$7.20 (US$5.35) per 120 g; about VND 405,000 per 100 g protein at 26,000 VND per USD (our derivation)	3 percent cultivated chicken, rest plant protein; 28.6 g protein per 100 g	Volume not disclosed; availability announced for rest of 2024; later status not confirmed	^100,109
Forged cultured quail (parfait, foie gras, other dishes)	Vow	Singapore	Restaurants (ingredient sold to chefs)	April 2024	not retrieved	Cultured Japanese quail cells in fat-rich formats	More than 25000 dishes served April 2024 to August 2025 (company claim); one bagel special sold out three times in launch weekend	¹¹⁰
Forged retail (spread, foie gras, croquettes)	Vow	Australia	Direct to consumer webshop 'drops'; 12 restaurants in Sydney and Melbourne	October 2025	A$14.99 per 180 g jar; foie gras 5 for A$25; croquettes 20 for A$30	Cultured quail	Sales not disclosed; company claims more than 5000 kg per week production (June 2026) while cutting staff and moving to co-manufacturing	^111,112
Thin-Cut Steak (Aleph Cuts)	Aleph Farms	Singapore	Foodservice first, retail later	Approval 4 August 2026; launch targeted first half 2027	Not disclosed	10 to 20 percent cultivated Black Angus cells in soy and wheat protein matrix	Not yet on sale; Israeli facility 10 tonnes per year initial capacity; Penang manufacturing partner	^113,114
Cultivated chicken and duck (Gourmey brand)	Parima (merger of Gourmey and Vital Meat)	Singapore	Premium culinary channels planned	Approvals October 2025 (chicken) and April 2026 (duck)	Not disclosed	Cultivated chicken and duck cells	No sales reported	^115,116
Cultivated pet treats and toppers	Friends and Family Pet Food Company	Singapore	Website and one premium pet retailer	April 2026	S$14 per 22 g treat pack	Up to 70 percent cultivated meat	About 200 packs (about 18 kg fresh cultivated meat) sold at Singapore Pet Expo, 3 to 5 April 2026 (company)	¹¹⁷
Cultivated fish (human food)	Umami Bioworks (incl. former Shiok Meats)	Singapore	Not on sale for humans	Human food dossier 'final stage' in Singapore, September 2025	n/a	Cultivated fish	No human-food approval on the April 2026 SFA list; pet food launch targeted Q2 2026	^118,116
Cultivated meat, any	All companies	South Korea	n/a	n/a	n/a	n/a	No approved product named as of July 2026; MFDS creating 'cell-cultured processed foods' category; 10 domestic companies	¹¹⁹
Cultivated meat, any	All companies	Japan; China; Thailand	n/a	n/a	n/a	n/a	No approvals found in trackers updated to December 2025 and August 2026; Aleph Farms plant planned in Thailand with BBGI and Fermbox Bio	^120,113,106
Cultivated meat, any	All companies	Vietnam	n/a	n/a	n/a	n/a	No product, no approval route; only university research (University of Science, VNU Ho Chi Minh City, from about 2020)	¹²¹
Upside Foods cultivated chicken (restaurant)	Upside Foods	United States	Restaurant	2023	not retrieved	Cultivated chicken	About 1 pound per month sold in 2023 against 50000 pounds per year capacity (Bloomberg via CafeF)	¹²²
Very Dairy animal-free milk	Perfect Day	Singapore	Supermarkets (FairPrice, Cold Storage, Giant, RedMart)	November 2022	not retrieved	Recombinant beta-lactoglobulin milk drink	Sales and current availability not found	¹²³
Recombinant beta-lactoglobulin (B2B)	Perfect Day (with Zydus in Gujarat)	India (serving global buyers)	B2B: sports and active nutrition, medical nutrition, clear high-protein drinks, lactose-free dairy	Gujarat plant H2 2026, ramp-up 2027	not disclosed	Whey protein BLG	Company says existing output sold out and demand outpaces supply	¹²⁴
Bovine lactoferrin (B2B)	All G	China	B2B: functional foods, sports, adult and elderly nutrition (not infant formula)	Approval November 2024; launch targeted H2 2025	Conventional lactoferrin about US$800 per kg (company CEO)	Recombinant bovine lactoferrin	Approval; sales not disclosed	^125,126
Sweelin sweet protein (B2B)	Amai Proteins	Singapore	B2B food and beverage makers	SFA approval May 2026	not disclosed	Sweet protein	Approval; sales not disclosed	¹²⁷
Mellia brazzein (B2B)	Bestzyme (GenScript)	China	B2B beverages; US sparkling water partner	Production line opened September 2026; NHC approval pending	not disclosed	Brazzein	100 tonnes per year capacity at launch	¹²⁸
ChangingPRO (whipped cream, parmesan powder)	Changing Bio	China	B2B, debuted at Bakery China expo	May 2023	not disclosed	Microbial protein combined with plant or conventional dairy	Sales not disclosed	¹²⁹
FuNext mycoprotein (B2B)	Fushine Bio	China	B2B ingredient for meat analogues, bakery, snacks, pet food	NHC approval December 2025	not disclosed	Fusarium venenatum protein	1200 t per year now; 200000 t per year planned	¹³⁰
Quorn and Cauldron	Monde Nissin (Quorn Foods)	UK mainly; rest of world 15.8 percent of segment sales (2024)	Retail and foodservice	Long established	n/a	Mycoprotein	Segment net sales about PHP 15.4 billion (2022), 14.2 billion (2023), 13.6 billion (2024) (our calculation from shares); UK 78.6 percent of 2024 segment sales; H1 2026 PHP 7.38 billion, +2.2 percent	^131,132
Half-and-half sausage	Ginga Foods with Mama Foods	Japan	B2B: restaurants, hotels, school lunches, canteens, manufacturers	August 2026	not disclosed	50 percent pork, 50 percent plant-based meat	Sales not disclosed	¹³³
Xuc xich Dinh Duong Heo (sausage)	Vissan	Vietnam	Modern retail and online	Long established	VND 20,500 per 175 g pack (about VND 117,000 per kg)	Lean pork 58 percent, pork fat, soy protein, starch, fibre, DHA	On sale (listing showed out of stock on 24 September 2026)	¹³⁴
Gio lua 500 g (pork roll)	Vissan	Vietnam	Modern retail and online	Long established	VND 103,100 per 500 g (about VND 206,000 per kg)	Pork, pork fat, milk protein, soy protein and other ingredients	On sale	¹³⁵
TH true NUT walnut milk	TH Group	Vietnam	Modern retail	About 2020	VND 48,500 (pack size ambiguous on listing)	Water, fresh cow's milk, walnut and others; 1.0 g protein per 100 ml	On sale	¹³⁶
ColosBaby Lactoferrin 3+; GrowPLUS+ Colostrum Lactoferrin; Morinaga formulas	VitaDairy; Nutifood; Morinaga	Vietnam	Modern retail, pharmacies, mother and baby stores	2025 to 2026 campaigns	not retrieved	Lactoferrin from bovine milk or colostrum	Heavily advertised through sponsored articles in 2026	^137,138,139
Stakes and R&D ties in cultivated seafood	Vinh Hoan (Avant Meats, Shiok Meats); Minh Phu (Shiok Meats)	Vietnam and Singapore	Corporate investment and R&D MOU	January 2021; July 2021; July 2022	n/a	Cultivated fish and shrimp	Current status of these ties not found	^140,141,142

D2.8 How the Vietnamese press frames new proteins

Outlet	Date	Headline	English gloss	Term used	Frame	Tone	Source
Bao Chinh phu	2019-10-15	Thịt nhân tạo: Xu hướng gây tranh cãi	Artificial meat: a controversial trend	thịt nhân tạo (for plant-based meat)	Controversy; processing, GMO ingredients	Neutral	¹⁴³
VnExpress	2022-12-10	Việt Nam nghiên cứu làm thịt nhân tạo từ tế bào gốc	Vietnam researches making artificial meat from stem cells	thịt nhân tạo	Domestic science; health uses; open question whether Vietnamese would accept it	Cautiously positive	¹²¹
VietnamPlus	2023-06-22	Thịt nuôi cấy từng bước vượt qua rào cản để đến tay người tiêu dùng	Cultured meat step by step overcomes barriers to reach consumers	thịt nuôi cấy	Progress; cost and scepticism as barriers	Neutral to positive	¹⁴⁴
Tuoi Tre	2023-12-05	Thịt nhân tạo liệu có thể thay thế được thịt truyền thống trên bàn ăn?	Can artificial meat replace traditional meat on the table?	thịt nhân tạo	Disruption of livestock; safety concerns	Neutral to positive	¹⁴⁵
CafeF	2023-12-15	'Cơn ác mộng' của các công ty thịt nhân tạo ... sử dụng loại tế bào có thể gây ung thư	The 'nightmare' of artificial meat companies ... using cells that may cause cancer	thịt nhân tạo	Failure (tiny sales versus capacity) and cancer-cell scare	Negative	¹²²
VnEconomy	2024-04-10	Thịt trong phòng thí nghiệm: Phản đối hay phát triển?	Laboratory meat: oppose or develop?	thịt trong phòng thí nghiệm	Foreign bans versus approvals	Balanced	¹⁴⁶
Thanh Nien	2023-11-17	Ý cấm sản xuất, mua bán thịt được nuôi cấy trong phòng thí nghiệm	Italy bans production and sale of lab-cultured meat	thịt nuôi cấy; thịt nhân tạo; thịt phòng thí nghiệm	Foreign ban on health grounds; also bans meat names for plant proteins	Balanced	¹⁴⁷
CafeF	2021-07-21	Vĩnh Hoàn 'bắt tay' CJ và Baemin rót vốn vào startup thịt tôm nhân tạo tại Singapore	Vinh Hoan joins CJ and Baemin to invest in an artificial shrimp meat startup in Singapore	thịt tôm nhân tạo	Business investment	Positive	¹⁴⁰
VnExpress	2024-08-19	'Tôi sợ đồ chay giả mặn vì một lạng nấm bốn thìa gia vị'	'I fear mock-meat vegetarian food because 100 g of mushroom takes four spoons of seasoning'	đồ chay giả mặn	Additives; mock meat not truly vegetarian in spirit	Negative	¹⁴⁸
Thanh Nien	2025-05-19	Chủ trang trại gà 'khóc ròng' vì tin đồn trứng giả	Chicken farm owners in tears over fake egg rumours	trứng giả	Fake food rumours on social media	Negative	¹⁴⁹
Thanh Nien	2026-05-11	Công an TP.HCM triệt phá cơ sở sản xuất 65 tấn thịt bò giả, chứa hóa chất	Ho Chi Minh City police bust a facility that made 65 tonnes of fake beef containing chemicals	thịt bò giả	Food fraud: pork dyed and treated to pass as beef	Negative	¹⁵⁰
VnExpress (sponsored by Vinasoy)	2024-10-11	Lý do Veyo sữa hạt lên men tự nhiên thu hút người dùng	Why Veyo naturally fermented nut milk attracts consumers	lên men tự nhiên; non-GMO	Fermentation as digestive health	Positive	¹⁵¹
VnExpress	2026-03-30	Dấu hiệu cảnh báo không nên ăn thực phẩm lên men	Warning signs you should not eat fermented foods	thực phẩm lên men	Gut health benefits, then intolerance risks	Mixed, benefit-first	¹⁵²
Thanh Nien (sponsored by VitaDairy)	2025-08-21	Chọn sữa cho trẻ: Không chỉ cần dưỡng chất, mà còn phải không chứa chất gây hại	Choosing milk for children: not only nutrients but also free of harmful substances	biến đổi gen (as something to avoid)	GMO grouped with hormones and antibiotic residues	Negative towards GMO	¹⁵³

D2.9 Fillers, blends and fake chay: the trust register

A dated register of how Vietnamese press, regulators, sellers and buyers reacted when fillers, blends or fake chay came to light, 2015 to 2026 (filler_trust_register.csv, 47 events, from searches of Dan Tri's own index and a general search engine on 25 September 2026). Press framing and enforcement are revealed evidence of what outlets publish and regulators act on; snippet-only items are Low. Selected events:

Date	Outlet or actor	Type	What was found or said	Frame	Source
2015-02-09	CDC Quang Ninh (republishing Dan Tri)	Advice (government page)	Giò lụa (steamed pork roll) without air holes "has been mixed with starch and made with poor meat"	Độn (filler) as cheapening	¹⁵⁴
2015-02-09	VietNamNet (relayed)	Press story	Taiwanese tests: 15 of 21 imitation-meat samples had animal ingredients; warning that Vietnamese restaurants import Taiwanese mock meat	Fake chay (foreign)	¹⁵⁵
2016-10-23	Vinastas (consumer association)	Composition survey	101 of more than 150 fish-sauce samples flagged for arsenic; delistings, a Ministry of Health rebuttal and press backlash against the testers	Fraud accusation that backfired	¹⁵⁶
2017-01-06	Dan Tri	Enforcement	Beef balls labelled 70% or more beef held only pork DNA; criminal charges	Species fraud	¹⁵⁷
2019-12-18	Lao Dong	Press story	During the pork price spike, sellers added starch, fat and skin to giò; a shopper called them dishonest and one seller lost nearly half her customers	Độn as cheating	¹⁵⁸
2020-05-12	Dan Tri	Press story	Headline: soy pork in restaurants could be a cú lừa (a trick); body favourable to plant-based meat	Deception (headline)	¹⁵⁹
2020-09-07	Bao Chinh phu	Enforcement	Chay inspection wave after a botulism case: Hanoi inspected 93 facilities and fined 14; hygiene and origin papers checked, no meat content reported	Safety and origin	¹⁶⁰
2021-04-22	Dan Tri; Kenh14	Enforcement	More than 3 t of chả đòn chay (chay pork roll) seized in An Giang on suspicion of meat and fish; no published result	Fake chay (suspected, unconfirmed)	¹⁶¹
2022-01-26	Dan Tri	Enforcement	Chay rolls made with borax held in An Giang (6,573 kg)	Safety	¹⁶²
2025-02-04	QUATEST 3	Testing capacity	Real-time PCR screen for 86 animal species at 0.001%, offered for halal food, vegetarian food and feed	Capacity	¹⁶³
2026-01-20	Dan Tri	Consumer reaction	The day after a borax case, 5 to 7 customers bought at the shop in 20 minutes, citing habit and taste	Habit outweighs a trust shock	¹⁶⁴
2026 (February to August)	Dan Tri	Enforcement	At least six prosecutions of giò chả makers for borax	Safety; crime	¹⁶⁵
2026-05-11	Thanh Nien	Enforcement	65 t of "beef" made from treated pork	Species fraud	¹⁵⁰
2026-08-23	Tien Phong	Press story	Unlabelled chay in markets: additives, dyes and reused oil; no meat mentioned	Safety and origin	¹⁶⁶
2026-09-23	Dan Tri	Consumer action	Hanoi parents took school-meal samples to the national food-safety testing institute to check meat composition	Suspected skimping	¹⁶⁷

What the register shows (our reading) :

We found no confirmed case of meat in a Vietnamese chay product from 2015 to 2026. The one official case (An Giang, 2021) was a seizure on suspicion with no published result; other meat-in-chay stories are the relayed 2015 Taiwanese scandal and social-media videos ^161,155,168. Chay's recorded problems are borax, microbes and unlabelled goods (Chay baseline).
Độn is a fraud word for hidden, cost-cutting filler in giò and chả, and artisan sellers advertise "no starch filler" and, for Chinese-style sausage, "no soy protein filler" ^154,158,169. Declared soy in branded processed meat draws no observed penalty: Dan Tri searches found no story treating it as fraud, and Masan sells a noodle cup "with a real meat stick" whose ingredient list includes soy protein ^170,171. The frame attaches to how extension is done and named, not to a listed ingredient (Frontier demand).
The same outlet uses thịt giả (fake meat) for plant-based meat and for crime: 6 of Dan Tri's first 11 results for the term were about plant-based or cultivated meat and 4 about fraud ^170,159.
A composition survey needs a disclosure plan. The 2016 fish-sauce survey is the precedent a chay composition and authenticity survey must design around: publish with the Vietnam Food Administration, publish methods and do not name small traditional makers ¹⁵⁶.

Related: Consumers, Frontier demand, M3. Demand method.

Nguồn được trích dẫn trong trang

Toàn bộ nguồn (Phụ lục T)

CON-01 GFI APAC; The Good Growth Co.. Decoding demand: the appetite for alternative proteins in Southeast Asia. Feb 2024
CON-02 GFI APAC. New data reveals surprising market opportunities for plant-based meat in Southeast Asia. Feb 2024
CON-03 Faunalytics. Consumer insights on plant-based meat in Southeast Asia. 19 Feb 2026
ECO-23 GFI APAC. Alternative proteins in APAC: 2023 State of the Industry Report. Oct 2023
ECO-24 GFI APAC. The State of APAC's Alt Protein Industry in 10 Charts. 2023
CON-06 Rakuten Insight. Plant-based food alternatives: future or present?. 2022 (fieldwork Nov 2021)
CON-07 Rakuten Insight. Plant-based food alternatives. Jun 2025
CON-38 B-Company. Vegetarian Vietnamese food: consumer trends and market opportunities in Vietnam's F&B sector. undated
CON-08 Delley M. et al.. Understanding and tackling meat reduction in different cultural contexts: a segmentation study of Swiss and Vietnamese consumers. 23 Apr 2024
CON-09 Ha T.M. et al.. Socio-behavioural factors influencing meat intake and meat reduction intention in Vietnam and Switzerland. 30 Apr 2024
CON-10 Markoni E. et al.. Healthy or environmentally friendly? Meat consumption practices of green consumers in Vietnam and Switzerland. 25 Jul 2023
CON-05 Faunalytics; Good Growth; Mercy For Animals. How to message plant-based diets and products in Southeast Asia: a social media analysis. 28 May 2025
CON-11 Nguyen T.L. et al. (Lac Hong University). A novel model to predict plant-based food choice: empirical study in Southern Vietnam. 8 May 2020
RD-32 Nguyen M.Q. et al. Investigation of consumer insights and development of alternative protein-rich products from alcoholic beverage byproducts. 2024
CON-12 Nguyen M.Q. et al. (HUST). Exploring factors influencing the willingness to try novel alternative protein products in Hanoi. 20 Oct 2025
CON-13 Ly Bich Ngoc; Ly Thu Cuc. Understanding the behavioral drivers of plant-based food consumption intention among urban youth: evidence from Hanoi, Vietnam. 8 Oct 2025
CON-14 Tran Thi Ngoc Nho. The environmental perception and vegetarian motivation of people in Ho Chi Minh City, Vietnam. 1 Sep 2024
CON-15 Tran Thi Ngoc Nho et al.. Human sustainability through dietary transitions: evidence from urban students' shift toward vegetarian practices in Ho Chi Minh City. 30 Apr 2026
CON-16 Nguyen Thi Quynh Nhu et al. (Tra Vinh University). The transformation of traditional Buddhist vegetarianism into a modern lifestyle trend: exploring the intention to adopt a periodic vegetarian diet. 16 Dec 2025
CON-17 Mai Ly Hien (Van Hien University). Ảnh hưởng của nhận thức bền vững đến hành vi tiêu dùng ẩm thực chay của Gen Z: trường hợp Hum Vegetarian. 15 Jul 2026
CON-18 Decision Lab. COVID-19: young Vietnamese top motivation for healthy eating. undated (about 2021 to 2022)
CON-19 Q&Me. What new foods have Vietnamese consumers tried or cooked recently?. undated
CON-20 CafeF. 55% người Việt Nam được khảo sát đang ăn chay. 3 Jan 2022
CON-39 Ha T.M. et al.. Consumer concern about food safety in Hanoi, Vietnam. Apr 2019
CON-21 Chia A. et al.. Complexity of consumer acceptance to alternative protein foods in a multiethnic Asian population. 6 Jan 2024
CON-22 Nguyen A.L.H. et al. (Kasetsart University). Characterizing sensory drivers of acceptance, purchase intent, and emotional responses to plant-based milk alternatives in chilled sweetened coffee among Thai consumers. 23 Jul 2026
CON-23 Jiang X. et al.. Chinese consumers' valuation for prepared plant-based meat products: does environmental information matter?. 4 Aug 2024
CON-25 GFI APAC. GFI APAC 2024 Year in Review. Mar 2025
CON-33 VietnamPlus. TH tăng trưởng CRP cao nhất trong top 5 thương hiệu sữa, sản phẩm thay thế sữa. 28 Jun 2024
CON-34 MarketingAI (reporting Kantar Worldpanel). [Kantar] Xu hướng FMCG 2025 tại thị trường Việt Nam. 11 Mar 2025
CON-30 Euromonitor International (via Research and Markets). Plant-based dairy in Vietnam. Sep 2025
APR-36 Global Diet Quality Project. Viet Nam Data: Global Diet Quality Project. 2024
BRD-01 Global Diet Quality Project (GAIN, Harvard, Gallup). Diet Quality Questionnaire (DQQ): Vietnam. 2021
BRD-03 Gallup; Global Diet Quality Project. Country Data Set Details DQQ: Gallup Worldwide Research data collected 2021-2024. 2024
FORM-01 AltProtein Vietnam. AltProtein Vietnam retail field audit, Nha Trang 6 Sep 2026 and Ho Chi Minh City 16 and 20 Sep 2026, 186 SKUs, 11 stores. 6 to 20 Sep 2026
CON-35 Market Times. OatSide: hãng sữa hạt 2 năm tuổi xâm chiếm gần 100 quán cà phê Việt. 17 Aug 2023
ECO-16 Vietcetera. BiaCraft Introduces The Beyond Burger To Vietnam. 17 Aug 2019
ECO-15 Jovel Chan. 12 Plant-based alternatives redefining what it means to be meat/dairy-free in Vietnam. 2022
ECO-19 Doanh Nhân Trẻ Việt Nam. Thịt thực vật - xu hướng tiêu dùng của tương lai. 7 Jun 2022
ECO-20 vegconomist. What's Been Happening at OmniFoods?. Aug 2023
BRD-15 vegconomist; Green Queen Media. OMNI Unveils Lion's Mane Mushroom Steak & Dessert Baos. 2024-03-12
BRD-13 Green Queen Media. Next Meats search results. 2022-06-13
AIS-25 Kamereo. Heo Xay Chay Meat Zero 1kg. 2026
AIS-26 Kamereo. Supplier for restaurant, cafe. 2026
ECR-06 Kamereo. Kamereo product pages. 2026-09
MKT-03 Lazada. Lazada Việt Nam search results. 2026-09-25
ECO-40 AltProtein Vietnam project file. Nha Trang field data: Lotte Mart + Co.opmart. 6 Sep 2026
ECO-17 Nhịp Cầu Đầu Tư. Thịt thực vật thị trường tỉ USD. 15 Jul 2022
AIS-41 Dien dan Doanh nghiep. Startup thit thuc vat duoc dau tu 4 ty cho 49% co phan. 2021-06-18
BRD-18 VnExpress. Tim kiem: VMEAT. 2026-09-25
ECO-65 Asia Food Beverages. Vietnamese VC fund invests in Korea's promising plant-based meat alternative startup. 2 Jul 2024
VCO-31 INNOHAS Co. Ltd. INNOHAS home page
ECO-47 Vietnam. Oatside oat milk enters the Vietnamese market. 2022
ECO-48 Marketing-Interactive. Oatside draws flak as Vietnam 'CMO' job posting is revealed to be campaign trick. Apr 2026
CON-36 VietnamFinance. Oatside Việt Nam và cú trượt truyền thông. 7 Apr 2026
CON-37 Google (extraction by AltProtein Vietnam). Google Trends, Vietnam, selected Vietnamese food terms 2019 to 2026. 24 Sep 2026
ECO-46 Bangkok Post. Simple Foods banking on new factory
CON-26 Mirae Asset Securities Vietnam. Báo cáo ngắn: CTCP Đường Quảng Ngãi (QNS). 17 Nov 2025
CON-27 Tạp chí Công Thương. Mảng sữa dẫn dắt tăng trưởng, Đường Quảng Ngãi (QNS) nắm hơn 8.000 tỷ đồng tiền mặt. 6 May 2025
CON-28 Vietstock. Ngành sữa 2025: khi lợi nhuận nghiêng về một phía. Mar 2026
ECO-41 Tuổi Trẻ. 'Vua' sữa đậu nành thu về 28 tỉ đồng bình quân mỗi ngày. 27 Feb 2025
ECO-42 VnExpress. Vinasoy đầu tư 1.300 tỷ đồng nâng công suất nhà máy sữa đậu nành. 26 Aug 2015
AIB-05 QNS. Báo cáo hoạt động của HĐQT năm 2025 và định hướng năm 2026. 2026-03-11
AIB-06 QNS. Báo cáo thường niên 2025. 2026-03
MKT-05 Tiki Corporation. Tiki search results. 2026-09-25
FORM-33 Quang Ngai Sugar JSC (QNS) website
ECO-43 Vinamilk. Sữa thực vật
ECO-44 Tuổi Trẻ / Phụ Nữ Online. Tiên phong xu hướng dinh dưỡng mới, Vinamilk gặt kết quả tăng trưởng hai chữ số trong quý I năm 2026. 2026
MKT-04 Lazada; sellers named. Lazada product pages. 2026-09-25
AFN-21 FAIRR Initiative. Coller FAIRR Protein Producer Index - Vietnam Dairy Products JSC. 2024
ECO-45 Báo Đầu Tư. Bộ sữa hạt TH true NUT chính thức được bán tại Việt Nam. Mar 2018
AIS-39 We-Fi. Pioneering Sustainable Agri-Tech and Plant-Based Proteins from Vietnam. 2025-12-15
AIS-40 Bao Cong Thuong (MOIT newspaper). Startup: Thich ung de ton tai. 2022-02-21
AIS-43 Ong Tempeh. Gioi thieu: Ong Tempeh. 2026
AIS-28 TiNDLE Foods via PR Newswire. TiNDLE Foods Pivots Business Model to Focus on Private Label Products. 2025-11-20
BRD-08 Green Queen Media. Karana Announces Global Expansion for Sustainable Jackfruit Meat. 2023-04-18
BRD-09 Green Queen Media. Float Foods search results. 2023-01-03
BRD-10 Green Queen Media. Malaysia's Phuture Embarks On Ambitious Expansion By Leveraging Chicken Supply Disruption. 2022-06-20
AIS-37 Green Queen. Australia's Vow Appoints New CEO Amid Expansion Beyond Cultivated Meat. 2026-06-23
AIS-33 Growthwell Foods. About Us: Growthwell Foods. 2026
NOV-01 Lin, Conroy, Fahn, Gan (Bioeconomy Science Institute and Unitec, New Zealand). Segmenting Asian consumer values in novel food technologies and their association with acceptance of cell cultured foods. 2026-07-20
NOV-03 Nghiem-Phu Binh (Kobe Gakuin University). A segmentation of the expected future in vitro meat market: a study in Vietnam. 2023-08-18
NOV-02 Hanoi University of Science and Technology. Exploring Factors Influencing the Willingness to Try Novel Alternative Protein Products in Hanoi. 2025-10-20
NOV-35 GFI APAC (commissioner) and The Good Growth Co. (fieldwork). Decoding Demand: The appetite for alternative proteins in Southeast Asia. 2024-01
NOV-36 Faunalytics. Consumer Insights On Plant-Based Meat In Southeast Asia. 2024
NOV-08 IJFAEC. Consumer Responses Towards Non-GM Food: Evidence From Experimental Auctions In Vietnam. 2021-10
NOV-04 FPT University. Impacts of knowledge and trust on consumer perceptions and purchase intentions towards genetically modified foods. 2024
NOV-05 FPT University. How knowledge influences the purchase intention of generation Z toward genetically modified foods. 2026-01-18
NOV-07 Kyushu University and Vietnam National University of Agriculture. Implicit and Explicit Attitudes toward Foods Derived from Genome Editing and Genetic Modification Technologies under Different Information Treatments. 2022-01-02
NOV-06 National Economics University and Kyushu University. Consumer acceptance and valuation of quality-improved food products derived by genome editing technology. A case study of rice in Vietnam. 2024-03-15
NOV-79 Vietnam National University of Agriculture and ILRI. Consumers' Knowledge, Attitudes, Practices, and Trust on Food Safety in Pork Value Chains in Vietnam. 2026-03-31
NOV-28 Bryant (University of Bath) with GFI co-authors. A Survey of Consumer Perceptions of Plant-Based and Clean Meat in the USA, India, and China. 2019-02
NOV-29 Huazhong Agricultural University and Leibniz University Hannover. Promoting artificial meat to improve food security and reduce resource-environment pressure: is it practicable in China?. 2024-11-27
NOV-30 University of Osaka and Osaka Metropolitan University. Comparison of public attitudes toward five alternative proteins in Japan. 2022-12-11
NOV-31 National University of Singapore and partners. Complexity of consumer acceptance to alternative protein foods in a multiethnic Asian population: A comparison of plant-based meat alternatives, cultured meat, and insect-based products. 2024-01-06
NOV-34 Zollman Thomas and SMU co-authors. Not getting laid: consumer acceptance of precision fermentation made egg. 2023
NOV-32 Singapore Management University. Effects of framing, nomenclature, and aversion to tampering with nature on consumer acceptance of cultivated meat in Singapore. 2023-09-12
NOV-33 Green Queen. In Singapore, Call It 'Cultivated' Meat, Not 'Clean' or 'Cell-Based'. 2023-09-27
NOV-54 Nanyang Technological University. Examining Muslims' Opinions Toward Cultured Meat in Singapore: The Influence of Presumed Media Influence and Halal Consciousness. 2024
NOV-10 Green Queen. Good Meat: Eat Just Debuts Cultivated Chicken in Singapore Retail. 2024-05-16
NOV-37 GFI APAC. BREAKING: Meat enhanced with plant proteins outperforms conventional version in A*STAR study. 2025-11-04
NOV-39 vegconomist. Study: Blended Proteins Could Appeal to Asian Consumers Who Are Uninterested in Fully Plant-Based Meat. 2025-11-04
NOV-38 Green Queen. For Singapore's Meat-Eaters, Blended Proteins Are Way More Inviting Than Plant-Based Alternatives. 2025-11-04
NOV-40 FoodNavigator. Animal-plant mince key to revive APAC alt-protein push: NECTAR study. 2026-04-08
NOV-19 Green Queen. Exclusive: Aleph Farms's Cultivated Meat Matches Beef in Consumer Taste Tests. 2026-03-26
NOV-26 Green Queen. Israel's Aleph Farms Partners with Thailand's First Cultivated Meat Manufacturing Facility. 2024-02-21
NOV-82 ETH Zurich. Perceived naturalness, disgust, trust and food neophobia as predictors of cultured meat acceptance in ten countries. 2020-08-09
NOV-12 Just Food. Eat Just explains Singapore production 'pause'. 2024-03-06
NOV-11 FoodNavigator Asia. Hard cell? Expert opinions clash over GOOD Meat's 3% cultivated chicken launch in Singapore. 2024-05-21
NOV-14 FoodNavigator Asia. Vow eyes APAC growth with cultured quail candles and cocktails. 2025-08-14
NOV-15 Green Queen. In Australia, You Can Now Cook Vow's Lab-Grown Meat at Home. 2025-10-30
NOV-16 Green Queen. Australia's Vow Appoints New CEO Amid Expansion Beyond Cultivated Meat. 2026-06-23
NOV-17 Green Queen. Aleph Farms Secures Singapore Approval for Cultivated Beef, Targets 2027 Restaurant Launch. 2026-08-04
NOV-18 FoodNavigator. Cultivated beef steak to hit Singapore food scene with historic approval. 2026-08-04
NOV-20 Green Queen. Parima Gets Singapore Approval to Sell Lab-Grown Duck Under Gourmey Brand. 2026-04-15
NOV-21 Green Queen. Singapore Food Agency Publishes List of Approved Novel Foods. 2026-04-20
NOV-23 Green Queen. Friends & Family Pet Food Launches Cultivated Meat for Cats & Dogs in Singapore. 2026-04
NOV-24 Green Queen. Umami Bioworks Gets EU Registration to Sell Two Cultivated Fish Products for Pet Food. 2025-09-02
NOV-25 FoodNavigator. South Korea moves closer to cell-cultured food regulations. 2026-07-15
NOV-13 Just Food. The countries that have approved lab-grown meat. 2025-12-23
NOV-66 VnExpress. Việt Nam nghiên cứu làm thịt nhân tạo từ tế bào gốc. 2022-12-10
NOV-71 CafeF. 'Cơn ác mộng' của các công ty thịt nhân tạo. 2023-12-15
NOV-43 Green Queen. Perfect Day's Precision Fermentation Animal-Free Milk Comes to Asia In an Industry First. 2022-11-29
NOV-44 AgFunderNews. Perfect Day says Gujarat facility on track for 2026 start, 2027 ramp-up for recombinant whey protein. 2025-12-15
NOV-45 Green Queen. Australia's All G Gains Regulatory Approval for Animal-Free Lactoferrin in China. 2024-11-26
NOV-46 FoodNavigator. Precision-fermented lactoferrin moves into mainstream nutrition. 2026-07-08
NOV-47 Green Queen. Amai Proteins Cleared to Sell Precision-Fermented Sugar Alternative in Singapore. 2026-05-25
NOV-48 Green Queen. China's Bestzyme Unveils Automated Smart Production Line for Sweet Proteins. 2026-09-23
NOV-42 vegconomist. Changing Bio Launches China's First Range of Microbial Protein Dairy Alternatives. 2023-05-26
NOV-49 Green Queen. 'Turning Point': Fushine Bio Obtains China's First Regulatory Approval of Mycoprotein. 2025-12-04
NOV-50 Monde Nissin Corporation (owner of Quorn Foods). 2024 Annual Report (SEC Form 17-A). 2025-04-15
NOV-51 Green Queen. Quorn Shows Signs of Recovery in the UK's Faltering Meat Alternative Market. 2026-08-19
NOV-41 Green Queen. Ginga Foods Expands Japan's Blended Meat Space with 'Half-and-Half' Sausages. 2026-08-13
NOV-56 Vissan (VissanMart online store). Xúc xích Dinh Dưỡng Heo 35g (product page). 2026-09-24
NOV-57 Vissan (VissanMart online store). Giò lụa 500g (product page). 2026-09-24
NOV-58 thegioisua.com (retailer). Sữa hạt Óc chó TH True Nut 180ml. 2026-09-24
NOV-59 VnExpress (sponsored by VitaDairy). VitaDairy giới thiệu ColosBaby Lactoferrin 3+ với công thức miễn dịch đa thành phần. 2026-05-07
NOV-60 VnExpress (sponsored by Morinaga). Lý do Morinaga đầu tư nhà máy Lactoferrin công suất hàng đầu thế giới. 2026-05-27
NOV-61 Wikisua (product review site). Review sữa YokoGold có tốt không?. 2025
NOV-74 CafeF. Vĩnh Hoàn 'bắt tay' CJ và Baemin rót vốn vào startup thịt tôm nhân tạo tại Singapore. 2021-07-21
NOV-75 Green Queen. Avant Meats Forms Strategic Partnership With Vietnam Seafood Giant To Bring Cultivated Fish To Market. 2021-01-25
NOV-76 Green Queen. Shiok Meats Partners With Vietnam's Largest Shrimp Producer on Cultivated Seafood R&D. 2022-07-28
NOV-69 Government of Vietnam online newspaper. Thịt nhân tạo: Xu hướng gây tranh cãi. 2019-10-15
NOV-67 VietnamPlus (Vietnam News Agency). Thịt nuôi cấy từng bước vượt qua rào cản để đến tay người tiêu dùng. 2023-06-22
NOV-68 Tuoi Tre. Thịt nhân tạo liệu có thể thay thế được thịt truyền thống trên bàn ăn?. 2023-12-05
NOV-70 VnEconomy. Thịt trong phòng thí nghiệm: Phản đối hay phát triển?. 2024-04-10
NOV-81 Thanh Nien. Ý cấm sản xuất, mua bán thịt được nuôi cấy trong phòng thí nghiệm. 2023-11-17
NOV-65 VnExpress (opinion). 'Tôi sợ đồ chay giả mặn vì một lạng nấm bốn thìa gia vị'. 2024-08-19
NOV-73 Thanh Nien. Chủ trang trại gà 'khóc ròng' vì tin đồn trứng giả, Hiệp hội Gia cầm Việt Nam lên tiếng. 2025-05-19
NOV-72 Thanh Nien. Công an TP.HCM triệt phá cơ sở sản xuất 65 tấn thịt bò giả, chứa hóa chất. 2026-05-11
NOV-63 VnExpress (sponsored by Vinasoy). Lý do Veyo sữa hạt lên men tự nhiên thu hút người dùng. 2024-10-11
NOV-64 VnExpress. Dấu hiệu cảnh báo không nên ăn thực phẩm lên men. 2026-03-30
NOV-62 Thanh Nien (sponsored; VitaDairy Moozi). Chọn sữa cho trẻ: Không chỉ cần dưỡng chất, mà còn phải không chứa chất gây hại. 2025-08-21
TRU-02 Trung tâm Kiểm soát bệnh tật tỉnh Quảng Ninh (provincial CDC). Cách nhận biết giò chả an toàn ngày Tết. 2015-02-09
TRU-01 VietNamNet. Đồ chay giả mặn độc hại tràn về từ Đài Loan. 2015-02-09
TRU-19 Dân trí. "Nhát chém" của Vinastas vào ngành nghề nước mắm truyền thống. 2016-10-23
TRU-09 Dân trí. Hai vợ chồng "hô biến" thịt heo thành bò viên. 2018-04-29
TRU-03 Lao Động. Giò chả "tự cung" để đối phó giá thịt lợn quá cao. 2019-12-18
TRU-10 Dân trí. Thịt lợn làm từ đậu nành, vào nhà hàng coi chừng dính 'cú lừa'. 2020-05-12
LBL-23 Báo Chính phủ (Government online newspaper). Đồng loạt kiểm tra thực phẩm chay. 2020-09-07
TRU-18 Dân trí. An Giang: Bắt giữ 3 tấn chả đòn chay không đảm bảo an toàn thực phẩm. 2021-04-22
TRU-16 Dân trí. Phát hiện hơn 6.500 kg chả đòn chay sử dụng hàn the. 2022-01-26
TRU-24 Quality Assurance and Testing Centre 3 (QUATEST 3), state technical centre. QUATEST 3 triển khai phương pháp phát hiện DNA động vật trong sản phẩm hoặc nguyên liệu thực phẩm và thức ăn chăn nuôi. 2025-02-04
TRU-06 Dân trí. Vụ giò chả chứa hàn the ở Hà Nội: Cửa hàng vẫn mở cửa, có khách mua. 2026-01-20
TRU-07 Dân trí. Dân trí search results: giò chả hàn the. 2026-09-25
CHY-23 Tien Phong. Đồ chay 'ba không' tràn chợ. 2026-08-23
TRU-21 Dân trí. Vụ suất ăn toàn "tóp mỡ": Phụ huynh loay hoay đi kiểm nghiệm mẫu thức ăn. 2026-09-24
TRU-30 Facebook pages (Yêu Phan Thiết; Góc quay Bình yên; YAN Foods; YAN Beauty); YouTube (Truyền hình Vĩnh Long). Google search snippets: social media. 2026-09-25
TRU-27 Various sellers (Facebook, Instagram, TikTok, OTOFUN, nhungtrangvang.com, vietnam.vn). Google search snippets: seller claims. 2026-09-25
TRU-22 Dân trí. Dân trí search results (multiple queries). 2026-09-25
TRU-25 Bách Hóa Xanh (retailer); brand Omachi (Masan Consumer). Mì Omachi vị xốt bò hầm ly 113g. 2026-09-25

#D2.1 Consumer survey register

#D2.2 Barriers and drivers

#D2.3 Willingness to pay, by type of evidence

#D2.4 Launches and exits

#D2.5 Search interest for Vietnamese food terms, 2019 to 2026

#D2.6 Acceptance of cultivated meat, fermentation and blends

#D2.7 What frontier products have sold, where and at what price

#D2.8 How the Vietnamese press frames new proteins

#D2.9 Fillers, blends and fake chay: the trust register

Nguồn được trích dẫn trong trang

D2.1 Consumer survey register

D2.2 Barriers and drivers

D2.3 Willingness to pay, by type of evidence

D2.4 Launches and exits

D2.5 Search interest for Vietnamese food terms, 2019 to 2026

D2.6 Acceptance of cultivated meat, fermentation and blends

D2.7 What frontier products have sold, where and at what price

D2.8 How the Vietnamese press frames new proteins

D2.9 Fillers, blends and fake chay: the trust register