Bản thảo để góp ý, phiên bản 0.6. Không dùng để trích dẫn.Báo cáo này là bản dự thảo và có thể thay đổi.
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Phụ lục D4

D4. Channels and institutions data

The data behind chapter 15: food retail by channel and the store counts of every major chain, private label, fresh meat and cold chain, foodservice size and chain outlets, the meat-free items chains and B2B platforms have tried, corporate commitments, factory canteens and their dish mix, public meal rules and who writes the menus, the school menu audit, upland boarding meals, hospitals and the army, kitchen protein prices, e-commerce counters, tourism arrivals by market and in Khanh Hoa, and the channel ranking for five product types.

39 phút đọcÝ nghĩa các nhãn

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

Trong trang này
  1. D4.1 Retail structure and chains
  2. D4.2 Foodservice: market, chains and behaviour
  3. D4.3 Meat-free items at chains and platforms, and startup outcomes
  4. D4.4 Institutions: canteens, schools, school milk, hospitals and the military
  5. D4.5 Tourism
  6. D4.6 Channel ranking by product type
  7. D4.7 Corporate commitments and private label
  8. D4.8 Kitchen and B2B protein prices
  9. D4.9 E-commerce counters

What this appendix contains. The data behind Channels, generated from the data files named in each section. Most rows are revealed structure (store counts, sales, prices, budgets, rules, menus); the fit of each channel for new protein is inferred in the chapter. It also holds the actor check and the wave 7 to 9 lines on public meals, upland and canteen plates, commitments and competitors, and e-commerce (D4.1 to D4.6 updated; D4.7 to D4.9 new; M4. Actor check and waves).

D4.1 Retail structure and chains

MetricValueUnitYearScopeSource
food retail sales55.5USD billion2024Vietnam, all food retail1
share traditional small local grocers83percent of food retail value2024Vietnam1
share supermarkets9percent of food retail value2024Vietnam1
share hypermarkets3percent of food retail value2024Vietnam1
share food drink specialists3percent of food retail value2024Vietnam1
share convenience1percent of food retail value2024Vietnam1
share food ecommerce1percent of food retail value2024Vietnam1
growth supermarkets13percent year on year2024Vietnam1
modern trade share company view14percent of grocery2025Vietnam2
food retail outlets665000outlets2023Vietnam3
modern trade outlets15000outlets2023Vietnam3
retail sales traditional46399USD million2023Vietnam3
retail sales modern8270USD million2023Vietnam3
retail sales ecommerce316USD million2023Vietnam3
wet markets and household groceries share80percent of retail revenue, lower bound2024Vietnam4
bach hoa xanh stores3612stores2026-08Vietnam5
bach hoa xanh new stores789stores opened2025Vietnam6
bach hoa xanh revenue46900VND billion2025Vietnam6
bach hoa xanh revenue jan aug40100VND billion2026Vietnam5
bach hoa xanh online revenue2300VND billion2025Vietnam6
bach hoa xanh fresh share of sales40percent of sales2024-Q3Vietnam7
bach hoa xanh minimart value share54percent of minimart value2024Vietnam7
wincommerce stores5141stores2026-H1Vietnam2
wincommerce stores end 20254592stores2025Vietnam8
wincommerce revenue39000VND billion2025Vietnam8
wincommerce revenue h123000VND billion2026Vietnam2
wincommerce target stores end 20266100stores, approx2026Vietnam9,10
wincommerce target stores 203013000stores (at least 1,500 added a year; corrects an earlier 15,000)2030Vietnam9,10
winmart plus stores3692stores2025-03Vietnam11
coop food stores579stores2025-03Vietnam11
coopmart stores128stores2025-03Vietnam11
winmart supermarkets136stores2025-03Vietnam11
kingfood mart stores96stores2025-03Vietnam11
go big c stores39stores2025-03Vietnam11
tops market stores9stores2025-03Vietnam11
mm mega market stores21stores2025-03Vietnam11
aeon maxvalu stores23stores2025-03Vietnam11
aeon citimart stores13stores2025-03Vietnam11
aeon malls8malls2025-09Vietnam1
aeon malls9malls2026Vietnam12
aeon malls target30malls by fiscal 20302030Vietnam12
lotte mart stores15stores2025Vietnam1
lotte mart stores17stores (moving into industrial towns)2026Vietnam13
central retail go hypermarkets43stores (plus 16 mini go!, 9 Tops, 23 Lan Chi)2026Vietnam14
emart stores3stores2025-03Vietnam11
satrafoods stores226stores2025-03Vietnam11
circle k stores499stores2025-03Vietnam11
gs25 stores318stores2026Vietnam15
familymart stores172stores2026Vietnam15
seven eleven stores148stores2026Vietnam15
ministop stores197stores2025-03Vietnam11
convenience and minimart outlets enumerated7806outlets2025-03Vietnam, chains enumerated11
convenience and minimart outlets enumerated9671outlets2026Vietnam, chains enumerated15
supermarket outlets enumerated615outlets2025-03Vietnam, chains enumerated11
stores reached by bhx plus wincommerce listing8753stores2026-08Vietnam5,2
saigon co.op private-label SKUs2500SKUs, lower bound, from more than 100 Vietnamese makers, 15 to 30% below comparable brands2026Vietnam16,17
co.op select frozen chay dishes5SKUs, all made by GN Foods (BRCGS, ISO 22000, HACCP, halal); VND 112,048 to 141,500 per kg; no protein claim2026-09Vietnam18,19
lotte mart choice l chay3SKUs audited; VND 107,800 to 117,250 per kg; maker not recorded2026-09Nha Trang store20
chay house brand at wincommerce or aeon0brands found (one WinMart store and AEON eShop searched online)2026-09Vietnam21,22
fresh meat traditional share80percent of fresh meat marketnot statedVietnam23
pork retailers at wet markets95percent of pork retailers, lower bound2018 studyVietnam, study areas24
beef buyers preferring wet markets90percent of respondents, approx2022 studyDien Bien province25
cp vietnam fresh shops1000shops, lower bound2025Vietnam26
households using refrigerator59.0percent of households2014Vietnam27
food delivery spending1.4USD billion2023Vietnam28
grocery and food on four marketplaces19.55VND trillion (about USD 750 million), up 151%; 6.7% of marketplace sales2026-H1Shopee, Lazada, Tiki, TikTok Shop29
official brand stores share of liquid milk on Shopee84.7percent of sales (Vinamilk 53.6%)2026-Q1Shopee30
prefer cook at home62percent of surveyed consumers2024-Q1Vietnam3
middle class share17percent of population2024Vietnam4

D4.2 Foodservice: market, chains and behaviour

TypeSubjectMetricValueUnitYearSource
marketfoodservicevalue sales26.6USD billion202431
marketfoodserviceoutlets323000outlets202431
marketfull_service_restaurantsvalue sales18.3USD billion202431
marketfull_service_restaurantsoutlets121800outlets202431
marketcafes_and_barsshare of sales18percent202431
marketstreet_stalls_and_kiosksshare of sales10percent202431
marketstreet_stalls_and_kiosksoutlets152000outlets202431
marketlimited_service_restaurantsshare of sales3percent202431
marketstreet_stalls_and_kioskssales per outlet17500USD per outlet per year202431
marketfull_service_restaurantssales per outlet150000USD per outlet per year202431
marketaccommodation_and_catering_gsorevenue733920VND billion202411
marketaccommodation_and_catering_nsorevenue843100VND billion202532
marketfoodservice_operatorsclosures h150000operators, lower bound202531
marketfoodservice_operatorscount mid 2024304700operators202428
marketfood_deliveryspending1.4USD billion202328
chain_outletsLotteriaoutlets222outlets2025-0311
chain_outletsJollibeeoutlets213outlets2025-0311
chain_outletsKFCoutlets172outlets2025-0311
chain_outletsPizza Hutoutlets118outlets2025-0311
chain_outletsThe Pizza Companyoutlets74outlets2025-0311
chain_outletsDomino's Pizzaoutlets59outlets2025-0311
chain_outletsPopeyesoutlets59outlets2025-0311
chain_outletsTexas Chickenoutlets42outlets2025-0311
chain_outletsMcDonald'soutlets37outlets2025-0311
chain_outletsBurger Kingoutlets11outlets2025-0311
chain_outletsfast_food_total_enumeratedoutlets1022outlets2025-0311
chain_outletsHighlands Coffeeoutlets855outlets2025-0311
chain_outletsPhuc Longoutlets237outlets2025-0311
chain_outletsStarbucksoutlets127outlets2025-0311
chain_outletsKatinatoutlets93outlets2025-0311
chain_outletsThe Coffee Houseoutlets93outlets2025-0311
chain_outletsTrung Nguyenoutlets464outlets2025-0311
chain_outletsGoGi Houseoutlets146outlets2025-0311
chain_outletsKichi-Kichioutlets116outlets2025-0311
chain_outletsManwahoutlets55outlets2025-0311
chain_outletsPizza 4P'soutlets33outlets2025-0311
chain_outletsPho 24outlets13outlets2025-0311
horeca_distributorKamereocustomers4000restaurants, cafes, bars, hotels and shops, lower bound (company claim)202633
horeca_distributorKamereoproduct URLs6176URLs (37 tofu SKUs, 2 dry chay rib SKUs, 8 Meat Zero SKUs; no dry textured soy, gluten or Western analogue)2026-0934
horeca_distributorMM Mega Marketproduct URLs13591URLs (about 39 chay prepared foods, 31 tofu items; no Meat Zero or Western analogue)2026-0935
behaviourdining choice factorstop three factors202428
behaviourfood away from home, Mekong Deltachange in share of food spending6percentage points202036

D4.3 Meat-free items at chains and platforms, and startup outcomes

OperatorWhatValueUnitYearNotesSource
KFC Vietnamchay chicken burger price39000VND2018also seaweed rice with chay chicken floss VND 39,000 and salad VND 15,000; no outcome published; no repeat found37,38
BiaCraftBeyond Burger2019context from supply study; first documented modern plant-based meat in Vietnamese HoReCa39
Burger Kingplant-based Whopper in Vietnam0launches found2021clean negative: Vietnam not included; no Vietnam launch found40
Starbucks VietnamOmniFoods items2023context from supply study; ended41
Lotteria VietnamBurger Zero Meat price39000VND2025vegetable patty; launched 25 Jul 2025; no time limit stated; no sales data; current listing not verified42,43
Pizza 4P'svegetarian menu2025cheese, vegetable and mushroom dishes; no analogues44
CP Meat Zero on Kamereo (HoReCa platform)plant-based pork, 8 SKUs imported from Thailand175000 to 378000VND per kg2025 to 20261.5 to 2.1 times CP frozen minced pork (VND 114,450 per kg) on the same platform; 386 units on the sold counter against 24,769 for the minced pork; none orderable on 25 Sep 202645,46
Green Rebel (Indonesia)regional-dish plant-based products through foodservice partners10.5 to 12.5USD million raised2026growth driven by foodservice partners and regional dishes; the regional exception among restaurant-first firms47,48

Startup outcomes by first channel (24 regional and Vietnamese firms, 2019 to 2026; full register in firm_outcomes.csv and firm_base_rates.csv). Operating means active or pivoted; dormant means no news found after the last dated item, not proof of closure.

GroupFirmsActivePivotedExitedDormantOperatingSource
All startups and scale-ups247421146%49,50,51
Own brand first in shops, online or own outlets5400180%52,53
Own brand first on restaurant or cafe menus12230742%49,54,55
No own brand at launch (B2B ingredient, technology or OEM)6112233%56,57
Vietnam-founded meat-analogue makers400040%58,59
Vietnam-founded traditional or whole-food formats33000100%52,60,53

Every pivot (TiNDLE, Vow, UMAMI Bioworks, Avant's parent) moved towards private label, co-manufacturing or non-food; none moved towards a consumer brand. No startup in the register sold an ingredient to Vietnamese chay makers, processors or caterers first (our calculation from the register) .

D4.4 Institutions: canteens, schools, school milk, hospitals and the military

Programmes, budgets and rules. The rules now in force are (Decision 3958/QĐ-BYT, Decision 973/QĐ-TTg, Directive 33/CT-TTg, Decrees 66/2025, 188/2026 and 339/2025), the 2026 to 2027 prices and the hospital and army rows; rule-by-rule extraction in public_meal_rules.csv.

Programme or channelPeople servedUnitMeals a yearBasisPrice per meal, VNDRulesYearSource
Industrial park and economic zone canteens (national)4150000workers1245000000our calculation: 4.15 million x 300 meal days; upper bound17000 to 50000Union floors VND 25,000 with a caterer and 20,000 when the firm cooks (regions I and II; VND 22,000 and 18,000 in regions III and IV; VGCL Conclusion 03); a protein food in every meal; employer-organised meals tax exempt; cash allowance tax-free to VND 1.2 million per month from 1 Jul 2026 (Decree 253/2026)2023 workers; 2026 prices61,62,63
Hai Phong FDI factory canteens643278union members in 3,043 firms25000 to 350002 to 3 main dishes, 1 vegetable dish, soup, dessert; 62% of unionised firms use kitchens, caterers, vouchers or cash202664
Hai Phong canteens, 2026 average27000 (west) to 31000 (east); some firms 17000Union report202665
Northern garment firm and Ho Guom group canteens17000 to 29000Union-negotiated; 2016 minimum VND 15,000; 2022 recommendation 18,000 to 20,000; proposals of 25,000 to 29,000202666
Contract catering market (all segments)29000 standard; 20000 to 50000 rangeFood 60% to 80% of meal value; informal commissions VND 500 to 1,000 per meal to purchasing staff202467,68
Haseca (largest caterer)200000meals a day, lower bound (company claim)18000 to 45000 (five tiers)More than 120 kitchens and 90 multinational clients; ISO 22000; rotation "2 days pork, 2 days chicken or fish, 1 day tofu or egg"; main dish 90 to 120 g202569,70
Shift-meal nutrition rulesDecision 1982/QĐ-BYT chapter V (1 Jul 2026): Ten tips, recommended intakes and NIN guidance; no plant slot, protein norm or cost norm; union menu principles ask for 30 to 50% of protein from animal sources202671,72
Hanoi primary school lunch subsidy (ban tru)768000pupils128000000our calculation: VND 3,063 bn / VND 20,000 to 30,000 = about 100 to 150 million pupil meals (midpoint shown)30000 to 35000Subsidy VND 20,000 per day, VND 30,000 in mountainous and island areas; minimum meal VND 30,000; up to 9 months; parents pay the difference; 703 schools (90.4%) provide ban tru2025 to 202673
Hanoi public primary lunch, 2026 to 202740000City VND 28,000 and parents VND 12,000 (Resolution 84/2026/NQ-HĐND); ward evaluation councils assign caterers and food, milk and water suppliers to each school; the caterer writes the menu and the principal co-signs2026 to 202774,75
Hanoi school meal ceilings (all levels)35000 current; 50000 proposedLunch ceiling VND 35,000 to 50,000; breakfast 20,000 to 25,000; preschool 35,000 to 40,000; covers labour, equipment, transport, QA202676
Ho Chi Minh City primary lunch35000School kitchen or caterer approved by the principal; schools ask for quotes with a price plan and capability dossier2025 to 202677,78,79
Hai Phong primary school tender (one school)2157pupils541200our calculation: 45,100 meals a month x 12regulated normPrice fixed at the norm; caterers scored on capability and extra portion value; food-safety certificate, revenue of at least VND 3 billion, three school or industrial-zone contracts, certified food suppliers; ready-processed foods only with clear origin, compliant packaging and a use-by date2026 to 202780
Public school meals nationally25000000students (all levels, B&Company)25000 to 40000Minimum VND 30,000 in major cities; international schools VND 120,000 to 140,000 a day for three meals2024 to 202568
School meal nutrition guidance (national)Decision 3958/QĐ-BYT (25 Dec 2025): no animal share; protein 13 to 20% of energy; animal protein at least 4 to 5 days a week alternating with plant protein (legumes, tofu) at least twice a week; fish 2 to 3 times a week; limit processed meat and sausages; food table without textured soy, gluten or analogue; guidance, no sanction; preschools excluded202581,82
School menu software (MOET, Ajinomoto, NIN)4262schools covered by Nov 2022More than 120 menus and 360 dishes behind a school login; nutrition sheets print "animal protein at least 48%" of lunch protein, unenforced (9 of 25 published days below it)2022 to 202683,84,85
School Health Programme 2026 to 2035Decision 973/QĐ-TTg (1 Jun 2026): MOET circular on ban tru meal organisation (2026); MOET digital menu tools (2027 to 2028); 100% of schools with meals meeting food-safety conditions by 2030; the decision names no company, menu count or milk202686,87
School meals, national rules after 2026 pork caseDispatch 64/CD-TTg: procurement not solely on lowest price; supplier food-safety capability and traceability. Directive 33/CT-TTg (14 Aug 2026): supplier listing and certificate checks; daily public disclosure of caterer, ingredients, invoices, menus and tray photos; no food type restricted202688,89,90,91
Semi-boarders, ethnic-minority schools (Decree 66/2025)about 40700 to 46800 a day (our calculation)VND 936,000 a month and 15 kg of rice per semi-boarder for up to 9 months; school kitchens cook202592
Full boarders in the new boarding schools (Decree 188/2026)VND 1,170,000 and 15 kg of rice a month per full boarder; midday boarders VND 450,000 and 8 kg; VND 100,000 a pupil a month for running costs202693
Border commune school lunches (Decree 339/2025)417708pupils (draft-stage estimate; 58% primary)about 20500 to 22500 a school day (our calculation)VND 450,000 and 8 kg of rice a month for up to 9 months; schools get VND 2,369,000 a month per 45 pupils eating together; more than VND 2,000 billion and 30,000 t of rice a year2025 to 202694,95,96
Charity and company lunches in upland schools8000 (Nuoi Em); top-up about 10000Nuoi Em lunch: 34 g of pork with 82 g of tofu, or 1.7 duck eggs; a feed company and foundation added about VND 10,000 a meal and 86,000 breakfasts in 2024 to 20252024 to 202697,98
School milk programme (national framework)Decision 1340/QD-TTg (8 Jul 2016): 100% of preschool and primary children in poor districts, 70% elsewhere by 2020; animal protein over 40% of total protein; funding from enterprises, families and local budgets. Its targets ended in 20202016 to 202099
Dairy strategy, school milkDecision 309/QĐ-TTg (2026): school milk programmes use "only fresh milk"; no mention of plant milks2026100,101
Hanoi school milk tenderover 90% of preschool and primary children6286 per 180 ml boxState 30% (50% disadvantaged), supplier 23%, parents about 47%; milk made entirely in Vietnam; public tender won by Vinamilk2019 to 2020102
Vinasoy school soy milk donations906848pupils since 2016 (13.8 million boxes)Donation, not procurement; 1 million boxes to 16,700 pupils in 30 schools for 2026 to 20272016 to 2027103,104
Public hospital patient meals (one tender)patients102300tender: about 81,800 rice and 20,500 porridge meals a year1,800 kcal and 60 g of protein a day; per meal at least 60 g of meat, fish or poultry, or at least 120 g of tofu as a full replacement; a tofu version among three sample menus2025105
Militarysoldiers72000 a dayBasic infantry food allowance under Circular 96/2025/TT-BQP, up from VND 65,000; ration composition and procurement not found2025106

School menu audit, public primary schools (48 school-weeks, 239 lunch days, 333 protein dishes, March to September 2026; day-level coding in school_menu_weeks.csv) 107,108,109 .

MeasureHo Chi Minh CityHanoiHai PhongAll
Schools; school-weeks; days12; 25; 1256; 16; 804; 7; 3422; 48; 239
Protein dishes per lunch12 on 78 of 80 days1 or 2333 dishes
Days with plant protein in a protein dish7 (5.6%)23 (28.7%)6 (17.6%)36 (15.1%)
of which tofu; peanut; sesame; other legume5; 1; 0; 121; 0; 2; 04; 2; 0; 030; 3; 2; 1
Plant as second dish beside meat; mixed into meat; alone0; 6; 123; 0; 04; 2; 027; 8; 1
School-weeks with 2 or more plant days (the Decision 3958 rule)1 of 257 of 161 of 79 of 48 (19%)
Days with a minced or processed meat or fish dish21 (16.8%)38 (47.5%)9 (26.5%)68 (28.5%)
Textured soy, mock meat or analogue0000

The software sheets imply 31.8 g of protein per lunch (21.2 to 38.6 g, rice included), 17.5 g of it animal; tofu days carry 33.4 g, 14.8 g animal (our calculation) 83 . Hanoi's higher plant share comes from its two-dish lunch, and caterer clustering means its six schools are closer to four independent menu writers. Per school, the average plant-day share is 12.7% (median 10%).

Who writes public menus (menu_authority.csv).

SettingNorms and priceMenu written bySupplier chosen bySource
NationalMOH (Decision 3958); MOET (circular due 2026; digital tools 2027 to 2028)Not applicable; MOET, Ajinomoto and NIN software offers menusNot applicable81,86,84
Hanoi primaryCity council (VND 40,000; city VND 28,000)Contract caterer; principal co-signsWard evaluation council assigns caterer, food, milk and water suppliers74,75,110
Ho Chi Minh City primaryCity council (VND 35,000)School kitchen or caterer; principal approvesSchool requests quotations; commune appraises79,111,77
Hai Phong primaryRegulated normCaterer writes a 20-day menuSchool scores capability at a fixed price80
Upland boarding schoolsDecrees 66, 188 and 339School kitchenSchool supplier notices (business registration, food-safety certificate, school supply experience)112,92
Public hospitalHospital specificationCaterer proposes meat, seafood and tofu menusRequest for quotations105
Factory canteensUnion floors; Decision 1982 chapter VContract catererEmployer63,71
ArmyMinistry of National Defence (VND 72,000 a day)Unit kitchensMilitary procurement106

Upland boarding-school meals (13 ethnic-minority boarding schools in five provinces, 22 school-weeks, 353 meals, January to September 2026; upland_school_weeks.csv) 113,114,115 .

MeasureLunches and dinnersBreakfastsAll meals
Meals242111353
With a meat, fish or egg dish240 (99.2%)16 (14.4%)256 (72.5%)
Little or no animal food2 (0.8%)95 (85.6%)97 (27.5%)
Pork-led179 (74.0%)
Tofu present55 (22.7%), 54 of them with meat
Minced or processed meat58 (24.0%)
Textured soy or mock meat000

Four kitchens that publish cost sheets, all in two border areas of Dien Bien, bought 107 to 215 g of raw pork per pupil a day; on Decree 339 pork days pork took 91 to 97% of the non-rice lunch spend; a tofu lunch at Muong Nhe used 35% less pork and cost 27% less for about 8% less protein (our calculation) 113,114,116 . Kitchen-weighed boarding diets in Yen Bai (now Lao Cai, 2019) met protein and zinc (131 to 157% of need) but supplied 36.5% of calcium and 41 to 45% of vitamin A 117 .

Factory caterers' protein dishes (five caterers' published sample menus, 172 protein dishes, 2023 to 2025; canteen_dish_summary.csv). Shares are of protein dishes by lead source; these are marketing samples, four of five southern.

CatererRegionDishesPorkFishChickenEggTofu-ledBeefPlant-onlySource
Hoang KimSouth850.0%25.0%12.5%0012.5%0118
Viet DaiSouth1520.0%6.7%33.3%13.3%20.0%6.7%13.3%119
Thien Phuc HieuSouth3831.6%18.4%13.2%7.9%7.9%18.4%2.6%120
Phu My GoldSouth8433.3%34.5%7.1%11.9%6.0%1.2%0121
HasecaNorth2737.0%18.5%22.2%7.4%14.8%07.4%70
All, dish-weighted17233.1%25.6%13.4%9.9%8.7%5.8%2.9%118,121,70

Minced or processed meat is 17.4% of dishes; of meat-led dishes, 62.6% are pork, 26.4% poultry and 11.0% beef; one caterer serves chay dishes on the 1st and 15th of the lunar month; none names textured soy, gluten or mock meat (our calculation) 122,123 .

Cost of 25 g of protein for a public meal (retail prices of 24 September 2026 unless stated; public_meal_protein_cost.csv; our calculation).

SourceVND per 100 g proteinVND per 25 g proteinBasisSource
Tofu, household average paid19,6004,900VHLSS 2024 unit value124
Tofu, supermarket30,0007,500Retail125
Hen eggs34,300 to 40,0008,575 to 10,000Retail126
Chicken thigh39,0009,750Promotional retail127
Lean pork70,90017,725Retail128
Textured soy ingredient, ex-factory3,700 to 10,700925 to 2,675Supply-study cost stack; ingredient only129,130
Branded retail textured analogue112,00028,000Retail audit20

A textured-soy ingredient giving the protein of an 80 g tofu portion (about 8.7 g) costs VND 320 to 930 against VND 1,700 to 2,600 for the tofu, before oil, sauce and labour. At today's plant-day frequency the school plant slot holds about 1,000 t of protein a year (660 to 1,580 t), about 2,800 t if every school met the rule; a 25% blend in every minced dish would remove about 460 t of meat protein a year (our calculation from 0.5 to 1.2 billion school lunches a year) .

D4.5 Tourism

MetricMarket or placeValueUnitPeriodSource
international arrivalsVietnam21170000visitors2025131,32
international arrivalsVietnam15900000visitors2026 Jan to Aug132
international arrivalsChina5280000visitors2025131,32
international arrivalsChina3500000visitors2026 Jan to Aug132
international arrivalsSouth Korea4330000visitors2025131
international arrivalsSouth Korea2800000visitors2026 Jan to Aug132
international arrivalsTaiwan1230000visitors2025131
international arrivalsTaiwan861000visitors2026 Jan to Aug132
international arrivalsUnited States848000visitors2025133
international arrivalsAmericas887400visitors2026 Jan to Aug132
international arrivalsJapan814000visitors2025133,32
international arrivalsJapan589300visitors2026 Jan to Aug132
international arrivalsIndia746000visitors2025133,32
international arrivalsIndia612400visitors2026 Jan to Aug132,134
international arrivalsRussia690000visitors2025131
international arrivalsRussia1000000visitors, lower bound2026 Jan to Aug132
international arrivalsMalaysia573000visitors2025133,32
international arrivalsAustralia548000visitors2025133
international arrivals growthIndonesia26.7percent year on year2026 Jan to Aug135
international arrivalsEurope2700000visitors2026 Jan to Aug132
total visitorsKhanh Hoa16400000visitors2025136
international visitorsKhanh Hoa5500000visitors2025136
international visitorsKhanh Hoa4600000visitors2025 Jan to Oct137
international visitorsKhanh Hoa741800visitors2026 Jan to Feb138
international visitors targetKhanh Hoa6300000visitors2026138
russian visitorsKhanh Hoa750000visitors, lower bound2026 Jan to Aug139
daily flightsKorea to Cam Ranh20flights per day, approx2026-03138
tourism revenueKhanh Hoa66700VND billion2025136
roomsKhanh Hoa70500rooms2025136
vegetarian or vegan meal occasions from international visitorsKhanh Hoa1500000meal occasions per year, midpoint of 0.9 to 2.2 million2025136
Accor hotels operatingVietnam43hotels (10,662 keys); Mercure Nha Trang (124 rooms) signed2024-10140,141
Accor plant-based dish targetVietnam (all Accor hotels)50percent of dishes vegetarian or plant-based by 2030 (Novotel 25% by 2026); counts dishes, not protein2024 policy140
Accor cage-free pledge progressAsia0'not yet achieved in Asia' against 100% by end 20252026-02142
hotel customers named by a Vietnamese tempeh makerHanoi and HCMC1hotel (Sheraton), plus two restaurants202553
vegetarian self identifiedIndia39percent of populationnot stated143
vegetarianCanada1.3percent of population2015144
halal restaurant countVietnam
happycow listingsNha Trang, Da Nang, Hoi An, HCMC, Hanoi, Phu Quoc

D4.6 Channel ranking by product type

Ranks are our judgement. Evidence strength: M, at least one Medium or High Vietnam-direct revealed source supports the channel's size and fit; L, size documented but fit inferred; VL, both inferred.

Product typeRankChannelWhyPrice or specification to meetMain barrierEvidence strengthSource
a textured plant protein ingredient1Do chay and processed-meat manufacturers (B2B), including small makers of dry chay piecesAll local products with 10 g or more protein already use imported textured soy, soy protein or glutenNear Chinese textured protein landed at 0% duty (about USD 1.29 to 1.38 per kg in 2025); consistent specification; traceableSwitching cost from cheap, duty-free Chinese supplyM20,145,146
a textured plant protein ingredient2Contract caterers, reached through chay-piece makers and HoReCa distributors (Kamereo, MM Mega Market)Up to about 1.2 billion meals a year; tofu leads 9% and minced or processed meat 17% of caterers' protein dishesCheaper per gram of protein than dry soy-gluten pieces (about VND 4,000 to 5,100 per 20 g) and tofu (VND 7,200 to 9,500); bulk-cook tolerantCommissions to purchasing staff; post-2026 traceability demands; cheaper incumbents already on saleL61,46,70
a textured plant protein ingredient3Traditional distribution of dry chay ingredients to wet-market stalls and street food, and online specialist shopsOnly no-cold-chain route into 650,000 traditional outlets and 152,000 street stalls; about 40,700 kg of dry soy-and-gluten pieces sold on Lazada, mostly by one small shopDry, shelf-stable, 1 to 3 kg bagsNo data on offline volumes; price competitionVL3,31,147
a textured plant protein ingredient4 (later)School, hospital and upland school kitchens for the plant slotDecision 3958 plant slot used on 15.1% of audited school days; hospital tender accepts 120 g tofu for 60 g meat; upland kitchens stretch pork with tofuBeat tofu at VND 4,900 to 7,500 per 25 g of protein; food-safety certificate, clear origin, labelled packaging with a use-by dateReplaces tofu, not meat; small slot (about 1,000 t of protein a year)L107,105,113
b higher protein chay product1 (joint)Incumbent chay brands in modern frozen chay sections (Bach Hoa Xanh, WinCommerce, Co.op, Lotte, GO!)Frozen chay already shelved; two chains reach about 8,750 storesAt or below meat equivalent price; 10 g or more protein per 100 gListing fees and margins unknownM20,5,2
b higher protein chay product1 (joint)Retailer private label through an existing certified co-packer (Co.op Select through GN Foods; Lotte Mart Choice L)GN Foods makes all five Co.op Select frozen chay dishes; Co.op sells more than 2,500 private-label SKUs; its supplier portal answers a pitch within 10 working daysVND 107,800 to 141,500 per kg today; 10 g protein per 100 g for a "high protein" claimUntested for a protein upgrade; no chay house brand found at WinCommerce or AEONM18,16,148
b higher protein chay product2Lunar-calendar foodservice (QSR limited-time items, chay restaurants, canteen chay days)KFC 2018 timed to lunar July; Lotteria 2025 at VND 39,000Price parity with core items (VND 39,000 at QSR)No disclosed outcomes; limited-time patternL37,42
b higher protein chay product3Convenience ready meals (7-Eleven, GS25, Circle K, FamilyMart)Chains growing 14% to 35%; SG Food already supplies 7-Eleven fresh foodReady-to-eat formats at convenience pricesSmall store base (about 1,300 chain stores, our calculation)L15,20
c premium modern analogue1Premium HoReCa and cafe chains in Ho Chi Minh City and HanoiOnly channel where imported analogues have appeared (2019, 2023)Chef-grade performance in named dishesTrials ended; imported cost VND 542,000 to 622,000 per 100 g proteinL31,39,41
c premium modern analogue2Premium import-led retail (AEON, Lotte, Annam, Tops) and e-commerceFewer than 200 foreign-owned hyper and supermarkets; no branded analogue found on Lazada or TikiPremium price acceptableSmall base; cold chain for deliveryL1,14,147
c premium modern analogue3Four and five star hotels in tourist cities, Nha Trang included70,500 rooms in Khanh Hoa, over 40% four and five star; Accor's 50% plant-based dish target by 2030 binds its 43 Vietnamese hotelsBuffet and menu formatsVisitor mix Korea, China, Russia; small volume; dish metric can be met with vegetables and tofuVL136,140,141
d hybrid meat and plant1Integrated meat-and-retail groups (Masan MEATDeli in WinCommerce; C.P. Vietnam shops; Vissan), industrial xúc xích and coarse fillings firstOwn brand trust, cold chain and stores; soy extension already pays at every hog price since 2019Cheaper or better tolerated than the processor's own soy recipe; plant part named as an ingredientIncumbents' diversification is into animal protein; the độn (filler) frameL2,26,149
d hybrid meat and plant2Factory canteensMinced or processed meat is 17% of caterers' protein dishes; meal floors of VND 20,000 to 25,000 squeeze protein costLower cost per protein portionTrust and commissionsL70,63,67
d hybrid meat and plant3QSR and convenience formats (nuggets, sausages, meatballs)Central buying; national listingVND 39,000 price pointNo outcomes from meat-free trialsVL11,42
d hybrid meat and plant4 (later)Schools, as a named processor's labelled blend in minced-meat and fish-cake dishesMinced dishes on 28.5% of audited school days; a 20 to 30% soy extender keeps DIAAS about 97 or moreLabelled blend from a trusted processor; caterer documents under Directive 33Trust crisis (parents testing meat composition in 2026); no trialL107,150,151
e cultivated or fermentation derived1B2B functional ingredient into hybrid products via large manufacturersSmallest regulatory exposure per unit soldFunction per VNDNo novel-food route; the mandatory GMO label applies only above 5% of ingredients, so low-dose uses escape itVL152,153
e cultivated or fermentation derived2Premium HoReCa showcase in Ho Chi Minh City and HanoiMichelin Guide Vietnam in third year; chefs seek noveltyShowcase dishesRegulation firstVL31

Not first. For premium analogues, business-to-business foodservice distribution: CP Meat Zero was listed on Kamereo at 1.5 to 2.1 times CP's minced pork per kilogram and is not orderable 45,46 . For branded or meat-replacement products, schools.

D4.7 Corporate commitments and private label

Commitments that could touch Vietnamese protein buying (full inventory of 27 rows in corporate_commitments.csv). Only Accor's dish target binds business units in Vietnam; no Vietnamese protein buyer publishes a diversification target.

CompanyCommitment and metricDeadlineCovers VietnamProgress reportedSource
Accor50% vegetarian or plant-based dishes, averaged over the food offer; Novotel 25% by 20262030Yes: all 43 hotels (October 2024)No Asia figure140,141
Accor100% cage-free eggsend 2025Yes"Not yet achieved in Asia" (February 2026)140,142
MarriottNo food, plant-based or cage-free goal in 2026 to 2030 goalsnonen/an/a154,155
IHG100% cage-free eggs, global estate2025Yes2024: global 70.3%; East Asia and Pacific 4.1%156,157
Hilton100% cage-free egg productsend 2025Yes if present2025 managed hotels: Americas 93%, EMEA 96%, APAC 42%158
Minor International100% cage-free eggs; plant-based only qualitative2027Yes2025: Asia Pacific and Indian Ocean hotels 13%159
SodexoGroup: 70% of main dishes labelled low-carbon; US: 33% of menu offerings plant-based2030; 2025Vietnamese operation unconfirmednone reported160,161
CP Foods (C.P. Vietnam)Meat Zero brand, no quantified targetnonen/aMeat Zero listed on Kamereo, not orderable162,45,46
VinamilkNo timebound protein-diversification targetnonen/aPlant-based 1.30% of product range; APB 100 Tier 3163,142
Masan; Vinh Hoan; Minh Phu; Nam VietNone foundnonen/aAPB 100 Tiers 4, 5, 6 and 69,142
Asia Protein Buyers 100 (aggregate)Benchmark of 100 listed Asian buyersn/a5 Vietnamese companies2 of 100 publish alternative-protein sourcing targets; protein diversification averages 7.4%142
Lever FoundationConverts pledges into procurement ratios in Asian hotels and caterersn/aNo Vietnam programme; July 2026 expansion to India and Thailand175 or more Asian sourcing commitments (Lever claim)164,165,166

Private label (private_label.csv). Prices listed on 25 September 2026 unless stated; no page shows protein per 100 g for the chay SKUs, whose archetype medians in the retail audit are 3.95 g (filled wrappers) and 5.74 g (wheat-dough dim sum).

RetailerProduct or programmeVND per kgMain protein ingredientMaker namedSource
Saigon Co.opProgramme: more than 2,500 SKUs from more than 100 makers, 15 to 30% below brands; supplier portal answers within 10 working daysn/an/amore than 100 Vietnamese makers16,17,148
Saigon Co.opHa cao chay Co.op Select 415 g112,048wheat protein; edamameGN Foods167,18
Saigon Co.opSui cao chay Co.op Select 530 g116,981soybean 15.26%GN Foods18
Saigon Co.opCha gio chay Co.op Select 400 g114,250none (mung bean, jicama)GN Foods18
Saigon Co.opBanh cuon chay Co.op Select 290 g134,483none (edamame, peas)GN Foods18,168
Saigon Co.opMi sui cao chay Co.op Select 200 g141,500vegetarian protein and tofuGN Foods18
Saigon Co.opCo.op Select tofu (four SKUs)30,000 to 53,400soybean 18 to 46%Thai Corp Inter.VN; Vi Nguyen18,20
Lotte MartChoice L chay spring rolls and dumplings (three SKUs)107,800 to 117,250not recordednot recorded20
WinCommerce27 chay results at one online store; none house brand (target of 25 to 50 house brands)n/an/an/a21,9
AEON VietnamNo Topvalu chay, tofu or plant-based item found onlinen/an/an/a22,169

A 10 g per 100 g version of a Co.op Select chay dish at today's price per kilogram would cost roughly VND 108,000 to 142,000 per 100 g of protein, still above tofu and eggs, so the pitch must rest on taste, convenience and a numeric protein claim, not on protein value (our calculation) 18,20 .

D4.8 Kitchen and B2B protein prices

Listed prices on Kamereo, a platform supplying restaurants, cafés and hotels, on 25 September 2026 (b2b_competitor_prices.csv). The units-sold counter has no stated period and ranks products; it does not measure volume. Protein values are labels where available, otherwise the Vietnamese food composition table; the dry chay pieces use a borrowed range (Low).

ProductOriginVND per kgAvailabilityUnits sold (counter)VND per 20 g of proteinSource
CP Meat Zero plant-based pork and bologna (8 SKUs)Thailand175,000 to 378,000none orderable386 in totalnot visible45,46
Vissan chay spring roll 500 gVietnamno pricenot orderable0not visible46
Panko dry chay rib pieces (soy isolate, gluten), 1 kgVietnam135,000 (118,692 by the carton)in stock170 packs; 7 cartons3,600 to 5,100 (borrowed 53.3 to 66.7 g)46,20
Loose white tofu, per pieceVietnamVND 5,940 a piecein stock78,058n/a46
Branded tofu (four brands)Vietnam39,273 to 42,545mixed43 to 1217,200 to 9,50046,170
CP frozen minced pork 1 kgVietnam114,450in stock24,76913,90046,170
CP fresh chicken breast 1 kgVietnam97,650in stock70,2979,60046,170
CP eggs, box of 10Vietnamn/ain stock284,6998,80046,170

To cost less per gram of protein than CP's minced pork on the same platform, Meat Zero minced would need more than 35.2 g of protein per 100 g in the 1 kg pack and 25.6 g in the 220 g pack; the most protein-dense chilled or frozen chay analogues in the retail audit carry 18.8 to 25.1 g (our calculation) 46,20 .

D4.9 E-commerce counters

Cumulative sold counters read logged out on Lazada and Tiki in September 2026 (Shopee and TikTok Shop sit behind login or puzzle checks), and on Kamereo for kitchens (marketplace_sku_counters.csv, kitchen_platform_counters.csv). Sums of the SKUs read on the first page of searches; they are not market shares.

ComparisonKitchen channel (Kamereo)Consumer marketplaces (Lazada, Tiki)ReadingSource
Plant milk against dairy milkPlant milks about 4.1% of 899,000 litres; top plant SKU about 3% of the top dairy SKUTop plant SKU 60% of the top dairy SKU by litres on Lazada (383,616 against 643,200 L), 79% on Tiki (200,556 against 252,469 L)Households buy domestic nut and soy milk at a scale close to dairy; kitchens do not171,147,172
High-protein nut milknot listedAbout 70,300 L of Vinamilk Cao Dam on Lazada, one-eighth of its standard nut milk by litresThe protein signal is a niche147,173
Protein-claimed soy milkGoldSoy high-protein 2,609 units against 5,758 and 5,828 for unclaimed rivalsGoldSoy unsweetened 3,100 cases against 14,800 for Vinamilk walnut soy milkA protein claim does not lift soy milk171,147
Imported analogueMeat Zero 386 units (80 kg)No Meat Zero or other branded analogue listing foundAbsent from both channels171,147
Dry textured soy and gluten piecesPanko 240 kgAbout 40,700 kg dry across 9 listings, 82% from one shop; under 1% via official storesHouseholds and small eateries buy dry chay pieces in bulk online from small shops171,147
Frozen chay and chay giòVissan chay spring roll 0Frozen chay 397 to 1,100 units a listing; Au Lac chay giò 11 packs; 19% via official storesFrozen chay sells hundreds of kilograms; chay giò barely sells46,147
Tofu32 SKUs, 395,624 units (80,800 kg)No fresh tofu listing with salesFresh tofu is bought in markets and by kitchens171,172
Official-store share, milksn/a93 to 100% of plant and dairy milk units on Lazada; official brand stores 84.7% of liquid-milk sales on ShopeeMilks are an incumbents' channel147,30

Related: Channels, M3. Demand method, Business buyers.

Nguồn được trích dẫn trong trang

Toàn bộ nguồn (Phụ lục T)

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  2. CHN-15 BNews (Vietnam News Agency). WinCommerce bước vào chu kỳ phát triển mới. 2026-08-21
  3. CHN-02 USDA Foreign Agricultural Service. Vietnam: Retail Foods Annual (VM2024-0032). 2024-10-08
  4. CHN-05 USDA Foreign Agricultural Service. Vietnam: Exporter Guide Annual (VM2025-0024). 2025-07-03
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  10. AIB-13 CafeF. ĐHĐCĐ Masan 2026. 2026-04-24
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  48. AIS-31 DealStreetAsia. Indonesia's Green Rebel Foods bags $10.5m from existing backers. 2026-01-21
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  74. PMR-05 Bo De ward People's Committee, Hanoi. Thông báo 979/TB-UBND phường Bồ Đề. 2026-08-26
  75. PMR-06 Ngoc Lam Primary School, Hanoi. Thông báo 04/TB-THNL. 2026-08-30
  76. CHN-28 Soha. Vì sao Hà Nội đề xuất tăng mức trần tiền ăn bán trú từ 35.000 lên 50.000 đồng?. 2026-09-23
  77. PMR-32 Vo Thi Sau Primary School, Ho Chi Minh City. Bảng chi tiết thu các khoản thu tháng 4/2026. 2026-04-01
  78. PMR-33 Ly Tu Trong Primary School, Ho Chi Minh City. Thông báo thu các khoản thu dịch vụ tháng 3/2026. 2026-03-04
  79. PMR-08 An Phu Tay Primary School, Binh Chanh commune, Ho Chi Minh City. CV nhu cầu mua sắm dịch vụ cung cấp suất ăn bán trú, nước uống năm học 2026-2027. 2026-09-17
  80. PMR-07 Chu Van An Primary School, Gia Vien ward, Hai Phong. Thư mời báo giá gói thầu cung cấp dịch vụ suất ăn năm học 2026-2027. 2026-08-21
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  83. PMR-26 Nguyen Trai Primary School, Hanoi; Ngoi Sao Xanh food company (Bac Ha group). Thông tin dinh dưỡng của thực đơn. 2026-03 to 2026-05
  84. AFN-46 Ajinomoto Việt Nam; Viện Dinh dưỡng Quốc gia; Bộ Giáo dục và Đào tạo. Dự án Bữa ăn học đường. 2026-09-25
  85. AIB-24 Ajinomoto Vietnam. Dự án Bữa ăn học đường. undated (data to 2022-11)
  86. PMR-01 Prime Minister of Viet Nam. Quyết định 973/QĐ-TTg phê duyệt Chương trình Sức khỏe học đường giai đoạn 2026-2035. 2026-06-01
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  89. CHN-36 Dan Tri. Vụ 300 tấn thịt lợn bệnh: 26 trường công lập, loạt bếp ăn mầm non liên quan. 2026-04-07
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  92. UPL-20 Báo Gia Lai. Mỗi học sinh, học viên bán trú được hỗ trợ tiền ăn 936.000 đồng/tháng. 2025-03-17
  93. UPL-21 Government of Viet Nam via Báo Chính phủ. Hỗ trợ tiền ăn, gạo, đồ dùng cá nhân cho học sinh trường phổ thông nội trú. 2026-05-28
  94. APR-09 Government of Viet Nam via Bao Chinh phu. Chính sách hỗ trợ bữa ăn trưa cho học sinh tiểu học, THCS ở các xã biên giới (Nghị định 339/2025/NĐ-CP). 2025-12-26
  95. UPL-22 Báo Nông nghiệp và Môi trường. Gần 420.000 học sinh biên giới sắp có bữa trưa miễn phí. 2025-09-09
  96. CHN-32 Bao Soc Trang. Quốc hội thống nhất hỗ trợ bữa ăn trưa cho học sinh tiểu học và THCS các xã biên giới. 2025-06-27
  97. UPL-08 Leng Su Sin PTDTBT primary school (Sin Thau, Dien Bien). Thực đơn tuần của học sinh Dự án Nuôi em. 2026-01-21
  98. UPL-25 VnExpress. Cải thiện bữa ăn cho hàng trăm học sinh vùng cao. 2025-09-26
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  109. PMR-31 Cat Bi Primary School, Hai An ward, Hai Phong. Thực đơn suất ăn học sinh tiểu học. 2026-09
  110. PMR-22 Long Bien Primary School, Hanoi; Hoa Sua catering company. Thực đơn và định lượng suất ăn bán trú. 2026-09
  111. PMR-20 Nguyen Khuyen Primary School, Dong Hung Thuan ward, Ho Chi Minh City. Thực đơn tháng 9/2026. 2026-09
  112. UPL-26 Long Mon PTDTBT school (Quang Ngai). Thông báo nhu cầu hợp đồng cấp dưỡng và cung cấp thực phẩm năm học 2026-2027. 2026-07-31
  113. UPL-01 Muong Nhe PTDTBT lower secondary school (Dien Bien). Thực đơn ăn bán trú tuần 3 tháng 9/2026. 2026-09-18
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  116. UPL-07 Leng Su Sin PTDTBT primary school (Sin Thau, Dien Bien). Thực đơn tuần của học sinh bán trú. 2026-01-20
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  118. UPL-27 Hoang Kim industrial catering (Binh Duong). Thực đơn: Suất ăn 20.000, 23.000, 25.000. 2024-02-25
  119. UPL-28 Viet Dai industrial catering (Binh Duong). Menu thực đơn cơm công nhân 7 ngày trong tuần. 2023-11-03
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  121. UPL-30 Phu My Gold catering (Ba Ria, Phu My). Suất ăn công nghiệp 30k, thực đơn chi tiết. 2023-03-14
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  125. DIE-23 WinMart. Dau phu tuoi Lang Mo hop 400g. 2026-09-24
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