{"id":16774,"date":"2023-12-18T17:18:16","date_gmt":"2023-12-18T10:18:16","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16774"},"modified":"2023-12-21T15:00:20","modified_gmt":"2023-12-21T08:00:20","slug":"thi-truong-mi-an-lien","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/thi-truong-mi-an-lien\/","title":{"rendered":"B\u00e1o c\u00e1o xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n Vi\u1ec7t Nam 2023-2030 – Download PDF"},"content":{"rendered":"

Sau d\u1ecbch COVID-19, th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n Vi\u1ec7t Nam ng\u00e0y c\u00e0ng ph\u00e1t tri\u1ec3n do nhu c\u1ea7u ti\u00eau d\u00f9ng m\u00ec \u0103n li\u1ec1n c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t Nam c\u00f3 xu h\u01b0\u1edbng ti\u1ebfp t\u1ee5c gia t\u0103ng. \u0110\u1ed3ng th\u1eddi, th\u1ecb tr\u01b0\u1eddng xu\u1ea5t hi\u1ec7n nhi\u1ec1u xu h\u01b0\u1edbng ti\u00eau d\u00f9ng m\u00ec \u0103n li\u1ec1n t\u1ea1o ra c\u00e1c c\u01a1 h\u1ed9i cho doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng trong th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n.<\/p>\n

L\u00e0 m\u1ed9t ch\u1ee7 doanh nghi\u1ec7p, marketer, b\u1ea1n \u0111\u00e3 chu\u1ea9n b\u1ecb nh\u1eefng g\u00ec \u0111\u1ec3 t\u1eadn d\u1ee5ng c\u01a1 h\u1ed9i trong th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n s\u00f4i \u0111\u1ed9ng ng\u00e0y nay?<\/p>\n

Quy m\u00f4 th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n to\u00e0n c\u1ea7u<\/strong><\/h2>\n
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Quy m\u00f4 v\u1ec1 doanh thu th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n \u0111ang c\u00f3 xu h\u01b0\u1edbng gia t\u0103ng trong t\u01b0\u01a1ng lai. Theo Fortune Business Insights (2022), quy m\u00f4 th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n to\u00e0n c\u1ea7u \u0111\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 51,65 t\u1ef7 USD v\u00e0o n\u0103m 2021 v\u00e0 d\u1ef1 ki\u1ebfn s\u1ebd t\u0103ng t\u1eeb 54,6 t\u1ef7 USD v\u00e0o n\u0103m 2022 l\u00ean 81,84 t\u1ef7 USD v\u00e0o n\u0103m 2029, \u0111\u1ea1t t\u1ed1c \u0111\u1ed9 CAGR l\u00e0 5,95% trong giai \u0111o\u1ea1n d\u1ef1 b\u00e1o [1]. C\u0169ng d\u1ef1a theo ph\u00e2n t\u00edch c\u1ee7a Fortune Business Insights, th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n to\u00e0n c\u1ea7u c\u00f3 m\u1ee9c t\u0103ng tr\u01b0\u1edfng 10,08% v\u00e0o n\u0103m 2020 so v\u1edbi n\u0103m 2019.<\/p>\n

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Th\u1ed1ng k\u00ea c\u1ee7a Hi\u1ec7p h\u1ed9i m\u00ec \u0103n li\u1ec1n th\u1ebf gi\u1edbi (WINA) cho th\u1ea5y r\u1eb1ng th\u1ecb tr\u01b0\u1eddng ch\u00e2u \u00c1 l\u00e0 n\u01a1i ti\u00eau th\u1ee5 m\u00ec \u0103n li\u1ec1n l\u1edbn nh\u1ea5t, \u0111\u1eb7c bi\u1ec7t l\u00e0 khu v\u1ef1c \u0110\u00f4ng B\u1eafc \u00c1 (bao g\u1ed3m Trung Qu\u1ed1c, H\u00e0n Qu\u1ed1c, Nh\u1eadt B\u1ea3n) chi\u1ebfm 56,45% t\u1ed5ng l\u01b0\u1ee3ng ti\u00eau th\u1ee5 to\u00e0n c\u1ea7u n\u0103m 2020. Ti\u1ebfp theo l\u00e0 \u0110\u00f4ng Nam \u00c1 v\u1edbi 5 th\u1ecb tr\u01b0\u1eddng ti\u00eau th\u1ee5 ch\u00ednh g\u1ed3m Indonesia, Vi\u1ec7t Nam, Philippines, Th\u00e1i Lan v\u00e0 Malaysia chi\u1ebfm 25,24% [2].<\/p>\n

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C\u00e1c th\u1ecb tr\u01b0\u1eddng nh\u01b0 ch\u00e2u \u00c1 – Th\u00e1i B\u00ecnh D\u01b0\u01a1ng, Trung \u0110\u00f4ng v\u00e0 M\u1ef9 Latinh \u0111\u01b0\u1ee3c d\u1ef1 \u0111o\u00e1n s\u1ebd c\u00f3 s\u1ef1 t\u0103ng tr\u01b0\u1edfng trong t\u01b0\u01a1ng lai. Theo Fortune Business Insights (2022), trong ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n theo khu v\u1ef1c, quy m\u00f4 th\u1ecb tr\u01b0\u1eddng Ch\u00e2u \u00c1 – Th\u00e1i B\u00ecnh D\u01b0\u01a1ng \u0111\u1ea1t 44,38 t\u1ef7 USD v\u00e0o n\u0103m 2021 [1].<\/p>\n

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S\u1ef1 t\u0103ng tr\u01b0\u1edfng c\u1ee7a c\u00e1c khu v\u1ef1c n\u00e0y \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y b\u1edfi s\u1ef1 gia t\u0103ng d\u00e2n s\u1ed1 \u1edf h\u1ea7u h\u1ebft c\u00e1c qu\u1ed1c gia, d\u1eabn \u0111\u1ebfn gia t\u0103ng s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u00ec \u0103n li\u1ec1n. \u0110\u1ed3ng th\u1eddi, gia t\u0103ng thu nh\u1eadp c\u0169ng cho ph\u00e9p ng\u01b0\u1eddi ti\u00eau d\u00f9ng chi ti\u00eau cho nhi\u1ec1u lo\u1ea1i th\u1ef1c ph\u1ea9m kh\u00e1c nhau tr\u00ean th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 tr\u00e1nh m\u1ea5t nhi\u1ec1u th\u1eddi gian cho vi\u1ec7c n\u1ea5u n\u01b0\u1edbng th\u00f4ng th\u01b0\u1eddng, ti\u1ebft ki\u1ec7m th\u1eddi gian v\u00e0 c\u1ea3i thi\u1ec7n s\u1ee9c kh\u1ecfe t\u1ed5ng th\u1ec3. Nhu c\u1ea7u n\u00e0y ng\u00e0y c\u00e0ng t\u0103ng nhanh \u1edf c\u00e1c n\u01b0\u1edbc \u0111\u00f4ng d\u00e2n nh\u01b0 Trung Qu\u1ed1c, Indonesia v\u00e0 \u1ea4n \u0110\u1ed9.<\/p>\n

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Nhu c\u1ea7u ti\u00eau d\u00f9ng m\u00ec \u0103n li\u1ec1n<\/strong><\/h2>\n
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Theo Mordor Intelligence (2023), nhu c\u1ea7u \u0111\u1ed1i v\u1edbi th\u1ef1c ph\u1ea9m ti\u1ec7n l\u1ee3i v\u00e0 \u0103n li\u1ec1n, \u0111\u1eb7c bi\u1ec7t l\u00e0 m\u00ec \u0103n li\u1ec1n, g\u1ea1o, \u0111\u1ed3 \u0103n nh\u1eb9,… tr\u00ean to\u00e0n c\u1ea7u \u0111ang t\u0103ng v\u1edbi t\u1ed1c \u0111\u1ed9 nhanh h\u01a1n [3]. C\u00e1c l\u00fd do bao g\u1ed3m thay \u0111\u1ed5i trong m\u00f4 h\u00ecnh kinh t\u1ebf v\u00e0 x\u00e3 h\u1ed9i, ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u0103ng chi ti\u00eau cho th\u1ef1c ph\u1ea9m v\u00e0 \u0111\u1ed3 u\u1ed1ng, gia t\u0103ng nh\u1eadn th\u1ee9c v\u1ec1 th\u1ef1c ph\u1ea9m l\u00e0nh m\u1ea1nh. H\u1ecd c\u0169ng thay \u0111\u1ed5i th\u00f3i quen \u0103n u\u1ed1ng v\u00e0 th\u00f3i quen ti\u00eau d\u00f9ng th\u1ef1c ph\u1ea9m hi\u1ec7n c\u00f3.<\/p>\n

\u0110\u1ea1i d\u1ecbch Covid-19 \u0111\u00e3 khi\u1ebfn nhi\u1ec1u ng\u01b0\u1eddi d\u00e2n tr\u00ean th\u1ebf gi\u1edbi n\u00f3i chung v\u00e0 Vi\u1ec7t Nam n\u00f3i ri\u00eang c\u00e1ch ly x\u00e3 h\u1ed9i. \u0110i\u1ec1u n\u00e0y \u0111\u00e3 g\u00f3p ph\u1ea7n khi\u1ebfn l\u01b0\u1ee3ng ti\u00eau th\u1ee5 c\u00e1c lo\u1ea1i th\u1ef1c ph\u1ea9m ti\u1ec7n l\u1ee3i, \u0103n li\u1ec1n, trong \u0111\u00f3 bao g\u1ed3m m\u00ec \u0103n li\u1ec1n Vi\u1ec7t Nam t\u0103ng m\u1ea1nh.<\/p>\n<\/div>\n

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H\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi ch\u1ecdn m\u00ec \u0103n li\u1ec1n v\u00ec kh\u00f4ng t\u1ed1n nhi\u1ec1u ti\u1ec1n, d\u1ec5 \u0103n v\u00e0 c\u00f3 th\u1ec3 b\u1ea3o qu\u1ea3n trong th\u1eddi gian d\u00e0i. Theo th\u1ed1ng k\u00ea c\u1ee7a Hi\u1ec7p H\u1ed9i M\u00ec \u0102n Li\u1ec1n Th\u1ebf Gi\u1edbi (2023), s\u1ed1 l\u01b0\u1ee3ng g\u00f3i m\u00ec \u0103n li\u1ec1n \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 t\u1ea1i Vi\u1ec7t Nam n\u0103m 2021 l\u00e0 8,56 t\u1ef7 g\u00f3i, t\u0103ng tr\u01b0\u1edfng h\u01a1n 20% so v\u1edbi n\u0103m 2020 [2]. Trong n\u0103m 2022, ng\u01b0\u1eddi Vi\u1ec7t Nam ti\u00eau d\u00f9ng 8,48 t\u1ef7 g\u00f3i m\u00ec \u0103n li\u1ec1n, gi\u1ea3m nh\u1eb9 1% so v\u1edbi n\u0103m 2021. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 trung b\u00ecnh m\u1ed9t ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam ti\u00eau th\u1ee5 87 g\u00f3i m\u00ec trong n\u0103m 2022. Vi\u1ec7t Nam c\u0169ng l\u00e0 th\u1ecb tr\u01b0\u1eddng n\u1eb1m trong top 3 th\u1ecb tr\u01b0\u1eddng ti\u00eau th\u1ee5 m\u00ec \u0103n li\u1ec1n nhi\u1ec1u nh\u1ea5t trong n\u0103m 2022 tr\u00ean to\u00e0n c\u1ea7u.<\/p>\n

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Th\u1ecb ph\u1ea7n th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n Vi\u1ec7t Nam<\/strong><\/h2>\n
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Do nhu c\u1ea7u trong n\u01b0\u1edbc r\u1ea5t l\u1edbn, Vi\u1ec7t Nam \u0111\u00e3 xu\u1ea5t hi\u1ec7n nhi\u1ec1u doanh nghi\u1ec7p s\u1ea3n xu\u1ea5t v\u00e0 ph\u00e2n ph\u1ed1i\/cung c\u1ea5p m\u00ec \u0103n li\u1ec1n. Hi\u1ec7n nay, th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam \u0111ang c\u00f3 h\u01a1n 50 doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng trong l\u0129nh v\u1ef1c m\u00ec \u0103n li\u1ec1n. Trong \u0111\u00f3 Acecook, Masan, Uniben, Asia Food, Vifon v\u00e0 Colusa Miliket l\u00e0 c\u00e1c doanh nghi\u1ec7p \u0111ang chi\u1ebfm l\u0129nh th\u1ecb tr\u01b0\u1eddng.<\/p>\n

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Theo th\u1ed1ng k\u00ea c\u1ee7a Retail Data (2021), Acecook Vi\u1ec7t Nam \u0111ang n\u1eafm gi\u1eef 35,4% th\u1ecb ph\u1ea7n x\u00e9t v\u1ec1 doanh thu, ti\u1ebfp theo l\u00e0 Masan (27,9%), Uniben (12,2%) v\u00e0 Asia Foods (8%) [4].<\/p>\n

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Acecook Vi\u1ec7t Nam, \u0111\u01a1n v\u1ecb tr\u1ef1c thu\u1ed9c Acecook c\u00f3 tr\u1ee5 s\u1edf t\u1ea1i Nh\u1eadt B\u1ea3n, \u0111\u1ea1t doanh thu v\u01b0\u1ee3t 10 ngh\u00ecn t\u1ef7 VN\u0110 (t\u01b0\u01a1ng \u0111\u01b0\u01a1ng 427,30 tri\u1ec7u USD) v\u00e0o n\u0103m 2019 v\u00e0 t\u0103ng l\u00ean 12,2 ngh\u00ecn t\u1ef7 VN\u0110 v\u00e0o n\u0103m ngo\u00e1i, kh\u1eb3ng \u0111\u1ecbnh v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u ng\u00e0nh m\u00ec \u0103n li\u1ec1n Vi\u1ec7t Nam [5]. Trong khi \u0111\u00f3, Masan Consumer cho bi\u1ebft h\u1ecd c\u00f3 5 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1t doanh thu tr\u00ean 2 ngh\u00ecn t\u1ef7 VN\u0110, trong \u0111\u00f3 c\u00f3 2 th\u01b0\u01a1ng hi\u1ec7u m\u00ec \u0103n li\u1ec1n. B\u00ean c\u1ea1nh c\u00e1c \u201c\u00f4ng l\u1edbn\u201d tr\u00ean, th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam \u0111ang ng\u00e0y c\u00e0ng thu h\u00fat s\u1ef1 tham gia c\u00e1c doanh nghi\u1ec7p n\u01b0\u1edbc ngo\u00e0i ho\u1ea1t \u0111\u1ed9ng trong th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n. C\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t m\u00ec \u0103n li\u1ec1n Nongshim v\u00e0 Ottogi c\u1ee7a H\u00e0n Qu\u1ed1c \u0111ang t\u0103ng c\u01b0\u1eddng ho\u1ea1t \u0111\u1ed9ng kinh doanh t\u1ea1i Vi\u1ec7t Nam v\u00e0 coi Vi\u1ec7t Nam l\u00e0 \u201cc\u1eeda ng\u00f5\u201d v\u00e0o \u0110\u00f4ng Nam \u00c1 [6].<\/p>\n

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Xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n<\/strong><\/h2>\n
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Healthy noodle – Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u00ec \u0103n li\u1ec1n ti\u1ec7n l\u1ee3i v\u00e0 th\u00e2n thi\u1ec7n v\u1edbi s\u1ee9c kh\u1ecfe<\/h3>\n
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Th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n \u0111ang ch\u1ee9ng ki\u1ebfn s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a nh\u1eefng s\u1ea3n ph\u1ea9m l\u00e0nh m\u1ea1nh, th\u00e2n thi\u1ec7n v\u1edbi s\u1ee9c kh\u1ecfe khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang c\u00f3 \u00fd th\u1ee9c h\u01a1n v\u1ec1 s\u1ee9c kh\u1ecfe c\u1ee7a h\u1ecd. \u0110\u1eb7c bi\u1ec7t l\u00e0 sau \u0111\u1ea1i d\u1ecbch COVID-19, ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng quan t\u00e2m h\u01a1n v\u1ec1 v\u1ea5n \u0111\u1ec1 ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe c\u1ee7a b\u1ea3n th\u00e2n.<\/p>\n

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Theo b\u00e1o c\u00e1o c\u1ee7a Decision Lab v\u00e0 Vero (2022), 46% th\u1ebf h\u1ec7 Millennials v\u00e0 Z c\u1ee7a Vi\u1ec7t Nam cho r\u1eb1ng COVID-19 l\u00e0 y\u1ebfu t\u1ed1 h\u00e0ng \u0111\u1ea7u khi\u1ebfn h\u1ecd ph\u1ea3i xem x\u00e9t l\u1ea1i th\u00f3i quen \u0103n u\u1ed1ng c\u1ee7a m\u00ecnh [7]. 45% ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho r\u1eb1ng h\u1ecd thi\u1ebfu th\u1eddi gian n\u1ea5u n\u01b0\u1edbng v\u00e0 ch\u1ebf bi\u1ebfn th\u1ef1c ph\u1ea9m l\u00e0nh m\u1ea1nh. \u0110i\u1ec1u n\u00e0y th\u00fac \u0111\u1ea9y c\u00e1c th\u01b0\u01a1ng hi\u1ec7u F&B \u0111\u01b0a ra c\u00e1c l\u1ef1a ch\u1ecdn th\u1ef1c ph\u1ea9m l\u00e0nh m\u1ea1nh d\u1ec5 ti\u00eau th\u1ee5 v\u00e0 t\u1ed1n \u00edt th\u1eddi gian ch\u1ebf bi\u1ebfn h\u01a1n.<\/p>\n

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Nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n nay kh\u00f4ng ch\u1ec9 l\u00e0 gi\u00e1 c\u1ea3 ph\u1ea3i ch\u0103ng, ti\u1ec7n l\u1ee3i m\u00e0 c\u00f2n th\u00e2n thi\u1ec7n v\u1edbi s\u1ee9c kh\u1ecfe, th\u00fac \u0111\u1ea9y c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t \u01b0u ti\u00ean t\u1ea1o ra nh\u1eefng s\u1ea3n ph\u1ea9m v\u1eeba l\u00e0nh m\u1ea1nh v\u1eeba c\u00f3 th\u1ec3 b\u1ed5 sung ch\u1ea5t dinh d\u01b0\u1ee1ng c\u00f3 l\u1ee3i cho c\u01a1 th\u1ec3.<\/p>\n

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Online noodle – Gen Z – th\u1ebf h\u1ec7 mua v\u00e0 kh\u00e1m ph\u00e1 tr\u1ea3i nghi\u1ec7m \u0103n m\u00ec qua c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn<\/h3>\n
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Trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a Internet v\u00e0 s\u1ef1 b\u00f9ng ph\u00e1t c\u1ee7a d\u1ecbch COVID-19 \u0111\u00e3 th\u00fac \u0111\u1ea9y nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean to\u00e0n th\u1ebf gi\u1edbi s\u1eed d\u1ee5ng c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn. Theo We are social (2023), t\u00ednh \u0111\u1ebfn th\u00e1ng 1 n\u0103m 2023, t\u1ed5ng s\u1ed1 ng\u01b0\u1eddi d\u00f9ng Internet tr\u00ean to\u00e0n c\u1ea7u l\u00e0 5,16 t\u1ef7 ng\u01b0\u1eddi [8]. Khi vi\u1ec7c truy c\u1eadp v\u00e0 s\u1eed d\u1ee5ng Internet to\u00e0n c\u1ea7u t\u0103ng l\u00ean, s\u1ed1 ng\u01b0\u1eddi mua h\u00e0ng tr\u1ef1c tuy\u1ebfn c\u0169ng c\u00f3 xu h\u01b0\u1edbng gia t\u0103ng, \u0111\u1eb7c bi\u1ec7t l\u00e0 v\u1edbi nh\u1eefng ng\u01b0\u1eddi tr\u1ebb tu\u1ed5i thu\u1ed9c th\u1ebf h\u1ec7 Z. Theo Statista (2023), ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ebb tu\u1ed5i c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng mua s\u1ea3n ph\u1ea9m m\u00e0 h\u1ecd \u0111\u00e3 th\u1ea5y tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i [9]. Th\u1ed1ng k\u00ea c\u1ee7a Statista ch\u1ec9 ra r\u1eb1ng c\u00f3 g\u1ea7n 70% Gen Z \u1edf Hoa K\u1ef3 \u0111\u00e3 mua m\u1ed9t m\u1eb7t h\u00e0ng m\u00e0 h\u1ecd \u0111\u00e3 t\u1eebng th\u1ea5y tr\u01b0\u1edbc \u0111\u00f3 tr\u00ean n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i m\u00e0 h\u1ecd s\u1eed d\u1ee5ng.<\/p>\n

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\u0110\u1ed3ng th\u1eddi, hi\u1ec7n nay, Gen Z th\u00edch kh\u00e1m ph\u00e1 v\u00e0 chia s\u1ebb tr\u1ea3i nghi\u1ec7m \u0103n u\u1ed1ng tr\u00ean n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i [10]. Sinh ra trong th\u1eddi \u0111\u1ea1i Internet ph\u00e1t tri\u1ec3n, m\u1ea1ng x\u00e3 h\u1ed9i nh\u01b0 m\u1ed9t ph\u1ea7n trong cu\u1ed9c s\u1ed1ng hi\u1ec7n \u0111\u1ea1i c\u1ee7a Gen Z. Th\u1ebf h\u1ec7 n\u00e0y th\u01b0\u1eddng kh\u00e1m ph\u00e1 nh\u1eefng tr\u1ea3i nghi\u1ec7m \u1ea9m th\u1ef1c m\u1edbi th\u00f4ng qua c\u00e1c n\u1ed9i dung tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 th\u00edch theo \u0111u\u1ed5i c\u00e1c xu h\u01b0\u1edbng \u1ea9m th\u1ef1c m\u1edbi nh\u1ea5t tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i. Tr\u00ean th\u1ef1c t\u1ebf, ng\u01b0\u1eddi d\u00f9ng c\u0169ng th\u01b0\u1eddng xuy\u00ean chia s\u1ebb v\u00e0 n\u1eafm b\u1eaft c\u00e1c th\u00f4ng tin v\u1ec1 tr\u1ea3i nghi\u1ec7m \u0103n u\u1ed1ng c\u1ee7a h\u1ecd tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i.<\/p>\n

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Asian noodle – Nhu c\u1ea7u ti\u00eau d\u00f9ng c\u1ee7a kh\u00e1ch h\u00e0ng to\u00e0n c\u1ea7u v\u1ec1 m\u00ec \u0103n li\u1ec1n ch\u00e2u \u00c1<\/h3>\n
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Nhu c\u1ea7u ti\u00eau d\u00f9ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng to\u00e0n c\u1ea7u \u0111ang gia t\u0103ng v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m m\u00ec \u0103n li\u1ec1n c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb ch\u00e2u \u00c1, th\u1ec3 hi\u1ec7n r\u00f5 nh\u1ea5t qua s\u1ef1 ph\u1ed5 bi\u1ebfn ng\u00e0y c\u00e0ng t\u0103ng c\u1ee7a m\u00ec \u0103n li\u1ec1n H\u00e0n Qu\u1ed1c. S\u1ef1 lan truy\u1ec1n c\u1ee7a l\u00e0n s\u00f3ng v\u0103n h\u00f3a H\u00e0n Qu\u1ed1c nh\u01b0 K-pop, K-drama v\u00e0 \u1ea9m th\u1ef1c H\u00e0n Qu\u1ed1c tr\u00ean to\u00e0n th\u1ebf gi\u1edbi th\u00fac \u0111\u1ea9y c\u00e1c s\u1ea3n ph\u1ea9m m\u00ec \u0103n li\u1ec1n n\u00f3i chung v\u00e0 m\u00ec \u0103n li\u1ec1n H\u00e0n Qu\u1ed1c n\u00f3i ri\u00eang ph\u00e1t tri\u1ec3n. Theo \u01b0\u1edbc t\u00ednh t\u1eeb C\u01a1 quan H\u1ea3i quan H\u00e0n Qu\u1ed1c ng\u00e0y 20\/11\/2023, xu\u1ea5t kh\u1ea9u m\u00ec ramyeon (m\u00ec \u0103n li\u1ec1n c\u00f3 ngu\u1ed3n g\u1ed1c H\u00e0n Qu\u1ed1c) \u0111\u1ea1t 785,25 tri\u1ec7u USD trong kho\u1ea3ng th\u1eddi gian t\u1eeb th\u00e1ng 1 \u0111\u1ebfn th\u00e1ng 10 n\u0103m 2023, t\u0103ng 24,7% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m 2022 [11]. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y nhu c\u1ea7u ti\u00eau d\u00f9ng m\u00ec \u0103n li\u1ec1n c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb H\u00e0n Qu\u1ed1c \u0111ang gia t\u0103ng tr\u00ean to\u00e0n th\u1ebf gi\u1edbi.<\/p>\n

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B\u00ean c\u1ea1nh s\u1ef1 quan t\u00e2m t\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m m\u00ec \u0103n li\u1ec1n H\u00e0n Qu\u1ed1c, c\u00e1c s\u1ea3n ph\u1ea9m \u0103n li\u1ec1n c\u1ee7a m\u1ed9t v\u00e0i qu\u1ed1c gia ch\u00e2u \u00c1 kh\u00e1c c\u0169ng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean th\u1ebf gi\u1edbi ch\u00fa \u00fd \u0111\u1ebfn. V\u00ed d\u1ee5 nh\u01b0 m\u00f3n \u0103n s\u00e1ng ch\u1ee7 y\u1ebfu c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t – ph\u1edf, c\u0169ng \u0111\u01b0\u1ee3c chuy\u1ec3n th\u1ec3 th\u00e0nh m\u1ed9t lo\u1ea1i m\u00ec \u0103n li\u1ec1n, thu h\u00fat s\u1ef1 t\u00f2 m\u00f2 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng to\u00e0n c\u1ea7u. T\u01b0\u01a1ng t\u1ef1, b\u00fan \u1ed1c c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb mi\u1ec1n nam Trung Qu\u1ed1c c\u0169ng \u0111ang ch\u1ee9ng ki\u1ebfn m\u1ee9c \u0111\u1ed9 ph\u1ed5 bi\u1ebfn t\u0103ng v\u1ecdt trong th\u1eddi k\u1ef3 \u0111\u1ea1i d\u1ecbch, v\u1edbi h\u01a1n 1,1 t\u1ef7 g\u00f3i \u0111\u01b0\u1ee3c b\u00e1n ra ch\u1ec9 ri\u00eang trong n\u0103m 2021 [12].<\/p>\n

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Personalization noodle – Xu h\u01b0\u1edbng c\u00e1 nh\u00e2n h\u00f3a c\u00e1ch ti\u00eau d\u00f9ng m\u00ec \u0103n li\u1ec1n<\/h3>\n
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Ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng ti\u00eau d\u00f9ng m\u00ec \u0103n li\u1ec1n v\u00e0o b\u1eefa s\u00e1ng, b\u1eefa tr\u01b0a, b\u1eefa t\u1ed1i. M\u00ec \u0103n li\u1ec1n c\u0169ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c d\u00f9ng nh\u01b0 m\u1ed9t m\u00f3n \u0103n nh\u1eb9. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y s\u1ef1 \u201c\u0111a n\u0103ng\u201d c\u1ee7a m\u00ec \u0103n li\u1ec1n v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. S\u1ea3n ph\u1ea9m n\u00e0y kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t m\u00f3n \u0103n t\u1ea1m th\u1eddi thay th\u1ebf c\u01a1m m\u00e0 c\u00f2n c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 b\u1eefa \u0103n ho\u00e0n ch\u1ec9nh khi k\u1ebft h\u1ee3p v\u1edbi c\u00e1c m\u00f3n \u0103n \u0111i k\u00e8m ho\u1eb7c nguy\u00ean li\u1ec7u kh\u00e1c.<\/p>\n

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C\u00f3 l\u1ebd v\u00ec s\u1ef1 ph\u1ed5 bi\u1ebfn c\u1ee7a m\u00ec \u0103n li\u1ec1n n\u00ean c\u0169ng c\u00f3 \u0111a d\u1ea1ng c\u00e1ch th\u01b0\u1edfng th\u1ee9c kh\u00e1c nhau. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 s\u00e1ng t\u1ea1o trong vi\u1ec7c ti\u00eau d\u00f9ng m\u00ec \u0111\u1ec3 t\u1ea1o ra nhi\u1ec1u m\u00f3n \u0103n \u0111a d\u1ea1ng nh\u01b0 m\u00ec x\u00e0o, m\u00ec tr\u1ed9n, m\u00ec n\u1ea5u v\u1edbi nguy\u00ean li\u1ec7u l\u00e0nh m\u1ea1nh nhe rau, th\u1ecbt, h\u1ea3i s\u1ea3n,… ngo\u00e0i vi\u1ec7c pha m\u00ec v\u1edbi n\u01b0\u1edbc \u0111un s\u00f4i. Do \u0111\u00f3, vi\u1ec7c c\u00f3 th\u1ec3 c\u00f3 nhi\u1ec1u c\u00e1ch ti\u00eau d\u00f9ng kh\u00e1c nhau d\u1eabn \u0111\u1ebfn vi\u1ec7c m\u00ec \u0103n li\u1ec1n thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong vi\u1ec7c s\u00e1ng t\u1ea1o m\u00f3n \u0103n.<\/p>\n

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\u0110\u1ed3ng th\u1eddi, gi\u1ed1ng nh\u01b0 nh\u1eefng l\u0129nh v\u1ef1c th\u1ef1c ph\u1ea9m kh\u00e1c, ng\u01b0\u1eddi ti\u00eau d\u00f9ng lu\u00f4n t\u00ecm ki\u1ebfm c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a theo s\u1edf th\u00edch v\u00e0 kh\u1ea9u v\u1ecb c\u1ee7a h\u1ecd. Xu h\u01b0\u1edbng n\u00e0y d\u1eabn \u0111\u1ebfn s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1c set m\u00ec \u0103n li\u1ec1n ki\u1ec3u DIY (do-it-yourself) gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 tr\u1ed9n v\u00e0 k\u1ebft h\u1ee3p c\u00e1c nguy\u00ean li\u1ec7u. M\u00ec \u0103n li\u1ec1n c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p v\u1edbi tr\u1ee9ng, x\u00fac x\u00edch, n\u01b0\u1edbc h\u1ea7m, rau c\u1ee7 qu\u1ea3 v\u00e0 gia v\u1ecb kh\u00e1c t\u00f9y theo s\u1edf th\u00edch c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

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Sustainable Noodle – Nhu c\u1ea7u ti\u00eau d\u00f9ng c\u00e1c s\u1ea3n ph\u1ea9m b\u1ec1n v\u1eefng<\/h3>\n
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Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c t\u00e1c \u0111\u1ed9ng c\u1ee7a c\u00e1c quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi m\u00f4i tr\u01b0\u1eddng. H\u1ecd \u0111ang t\u00ecm ki\u1ebfm nh\u1eefng l\u1ef1a ch\u1ecdn b\u1ec1n v\u1eefng h\u01a1n. Nghi\u00ean c\u1ee9u IBM n\u0103m 2022 ch\u1ec9 ra r\u1eb1ng, t\u00ednh b\u1ec1n v\u1eefng ng\u00e0y c\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng \u0111\u1ed1i v\u1edbi quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng v\u00e0 s\u1ef1 \u01b0a th\u00edch th\u01b0\u01a1ng hi\u1ec7u (brand preference) c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng [13]. 62% s\u1ed1 ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi s\u1eb5n s\u00e0ng thay \u0111\u1ed5i th\u00f3i quen mua h\u00e0ng \u0111\u1ec3 gi\u1ea3m t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng, t\u0103ng t\u1eeb m\u1ee9c 57% v\u00e0o n\u0103m 2020.<\/p>\n

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D\u00f9 v\u1eady, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng \u0111ang n\u1ed7 l\u1ef1c trong vi\u1ec7c s\u1ed1ng b\u1ec1n v\u1eefng. Theo kh\u1ea3o s\u00e1t c\u1ee7a Simon Kucher (2021), c\u00f3 63% ng\u01b0\u1eddi ti\u00eau d\u00f9ng to\u00e0n c\u1ea7u \u0111\u00e3 th\u1ef1c hi\u1ec7n nh\u1eefng thay \u0111\u1ed5i t\u1eeb khi\u00eam t\u1ed1n \u0111\u1ebfn \u0111\u00e1ng k\u1ec3 trong h\u00e0nh vi ti\u00eau d\u00f9ng c\u1ee7a h\u1ecd theo th\u1eddi gian nh\u1eb1m n\u1ed7 l\u1ef1c s\u1ed1ng b\u1ec1n v\u1eefng h\u01a1n. Trong \u0111\u00f3, c\u00f3 34% ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n cho c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 b\u1ec1n v\u1eefng [14]. V\u1eady doanh nghi\u1ec7p kinh doanh th\u1ef1c ph\u1ea9m n\u00f3i chung, m\u00ec \u0103n li\u1ec1n n\u00f3i ri\u00eang c\u00f3 n\u00ean t\u1eadn d\u1ee5ng c\u01a1 h\u1ed9i n\u00e0y v\u00e0 xem x\u00e9t l\u1ea1i chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a doanh nghi\u1ec7p?<\/p>\n

L\u1eddi khuy\u00ean cho doanh nghi\u1ec7p, c\u00e1c marketer<\/strong><\/h2>\n

\u0110\u1ee9ng tr\u01b0\u1edbc nh\u1eefng c\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng trong th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n n\u00ean chu\u1ea9n b\u1ecb nh\u1eefng g\u00ec?<\/p>\n

Chi ti\u1ebft v\u1ec1 xu h\u01b0\u1edbng v\u00e0 l\u1eddi khuy\u00ean cho doanh nghi\u1ec7p, marketer t\u1ea1i<\/p>\n

B\u00e1o c\u00e1o xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n pdf – DTMConsulting.vn<\/a><\/strong><\/em><\/span><\/h3>\n

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Ngu\u1ed3n tham kh\u1ea3o:\u00a0<\/em><\/p>\n

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[1] Fortune Business Insights (2022), Instant Noodle Market<\/p>\n

[2] World Instant Noodles Association (WINA) th\u1ed1ng k\u00ea<\/p>\n<\/div>\n

[3] Mordor Intelligence (2023), Ready-to-Eat Food Market<\/span><\/p>\n

[4] Th\u1ed1ng k\u00ea c\u1ee7a Retail Data (2021)<\/p>\n

[5] VNExpress (2022), Food giants posts rising revenue from instant noodles<\/p>\n

[6] Masan Group (2021), Annual Report 2021<\/p>\n

[7] Vero & Decision Lab (2022), Helping brands tap into Vietnam\u2019s changing eating habits<\/span><\/p>\n

[8] We are social (2023), Digital 2023 Global Overview Report<\/p>\n

[9] Statista (2023), Social media influence on shopping by generation US<\/p>\n

[10] Toast (2023), Gen Z Food Trends and Statistics for 2024<\/p>\n

[11] C\u01a1 quan H\u1ea3i quan H\u00e0n Qu\u1ed1c (2023) th\u1ed1ng k\u00ea<\/p>\n

[12] Food Ingredients first (2023), Instant noodle appetite rises amid cost of living crisis and craving for diverse flavors<\/p>\n

[13] IBM (2022), Retail Industry Reshapes with Hybrid Cloud and AI to Help Meet Shifting Consumer Shopping and Sustainability Preferences<\/p>\n

[14] Simon Kucher (2021), Global Sustainability Study 2021<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

Sau d\u1ecbch COVID-19, th\u1ecb tr\u01b0\u1eddng m\u00ec \u0103n li\u1ec1n Vi\u1ec7t Nam ng\u00e0y c\u00e0ng ph\u00e1t tri\u1ec3n do nhu c\u1ea7u ti\u00eau d\u00f9ng m\u00ec \u0103n li\u1ec1n c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t Nam c\u00f3 xu h\u01b0\u1edbng ti\u1ebfp t\u1ee5c gia t\u0103ng. \u0110\u1ed3ng th\u1eddi, th\u1ecb tr\u01b0\u1eddng xu\u1ea5t hi\u1ec7n nhi\u1ec1u xu h\u01b0\u1edbng ti\u00eau d\u00f9ng m\u00ec \u0103n li\u1ec1n t\u1ea1o ra c\u00e1c c\u01a1 h\u1ed9i cho doanh nghi\u1ec7p […]<\/p>","protected":false},"author":17,"featured_media":16786,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74],"tags":[708],"class_list":["post-16774","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-xu-huong-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16774","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=16774"}],"version-history":[{"count":4,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16774\/revisions"}],"predecessor-version":[{"id":16790,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16774\/revisions\/16790"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/16786"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=16774"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=16774"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=16774"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}