Ms. Nguyen Thanh Giang, the first Vietnamese General Director of Tetra Pak Vietnam, had a conversation with Dau Tu Newspaper to look back at the picture of the food and beverage industry in 2024 and share future consumption trends.
General Director of Tetra Pak Vietnam: The F&B industry in Vietnam is in a promising transformation phase
Ms. Nguyen Thanh Giang, the first Vietnamese General Director of Tetra Pak Vietnam, had a conversation with Dau Tu Newspaper to look back at the picture of the food and beverage industry in 2024 and share future consumption trends.
With 30 years of experience in the domestic market, the world's leading processing and packaging enterprise believes that Vietnam is emerging as the center of innovation and sustainable development.
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| Ms. Nguyen Thanh Giang, General Director of Tetra Pak Vietnam |
Tetra Pak commits to promoting sustainable development in the F&B industry
2024 marks 30 years of Tetra Pak's presence in Vietnam. As the first Vietnamese General Director of Tetra Pak Vietnam, can you share with readers the milestones marking the development of the business in a dynamic market like Vietnam as well as future plans?
The past three decades have been a journey of continuous innovation and adaptation for Tetra Pak to meet the growing demands of the food and beverage (F&B) industry in Vietnam. We started operating in Vietnam in 1993 with the installation of our first aseptic filling machine. In 2013, Tetra Pak handed over a state-of-the-art liquid milk factory in Binh Duong to our customers.
In 2019, we inaugurated a packaging factory in Binh Duong, and just 5 years later, in 2024, Tetra Pak announced an additional investment of 97 million EUR (bringing the total investment to 217 million EUR) with a commitment to long-term development in the Vietnamese market.
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| The packaging factory in Binh Duong plays an important role in Vietnam as well as in Tetra Pak's global supply chain. |
Moving forward, we are focused on three key objectives. First, sustainability will remain at the heart of everything Tetra Pak does. Second, accelerating digital transformation and automation to optimize costs, improve operational efficiency and support customers in delivering high-quality products at competitive prices. Finally, innovation is a key driver. Through collaboration with partners, we deliver innovative products that focus on health and new consumer trends.
With experience working in many markets around the world, what do you think is special about the Vietnamese market, and how has Tetra Pak adjusted its strategy to suit the local market?
The F&B market in Vietnam is one of the most dynamic and exciting I have ever experienced. Vietnamese consumers are always looking for new and innovative products. Therefore, businesses also need to constantly innovate to keep up with consumer expectations.
Our investment in building a packaging factory in Binh Duong plays a key role in expanding production scale and providing flexible solutions to meet the growing demand for beverage paper boxes in the domestic and regional markets.
In addition, sustainable development is also a priority for businesses and the Vietnamese government. Tetra Pak’s investment in renewable energy and commitment to achieving Net Zero emissions are clear evidence that we are working hard to accompany our customers to achieve this goal.
Ensuring food safety and quality remains Tetra Pak’s top priority. Through automation and digital technology, we have improved operational efficiency and delivered more meaningful value to our customers.
With a young population and impressive economic growth, Vietnam is a promising market, and Tetra Pak is committed to promoting the sustainable development of the F&B industry.
Digital transformation, green transformation and innovation are three key strategies
Gen Z is creating a strong wave of change in global consumer habits, especially in the F&B industry.
We observed that Gen Z is active and loves new products. To meet this, we established Bloom - Global Innovation Accelerator for the F&B industry to support businesses to develop and bring products to market within 6 months instead of 12 - 18 months as before.
In addition, Tetra Pak focuses on investing in innovation, enhancing the experience with innovative packaging to meet the requirements of:
- Products with transparent origin, safe and good for health. Therefore, Tetra Pak has supported customers to develop protein-rich beverage products with diverse flavors to meet the needs of this customer group.
- Convenience and time saving, so the product needs to be diverse, easy to use, and can be purchased anywhere.
- Sustainability. According to a survey, 76% of global consumers are concerned about climate change, and Gen Z is leading the way. At Tetra Pak, we have invested in innovation and partnered with our customers to continuously introduce new, convenient, environmentally friendly packaging to the market, while constantly innovating to increase the “green” value of each product.
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| Consumers tend to look for products that are transparent in origin, safe and good for health. |
In the context of fierce competition, especially for small and medium enterprises, what is the strategy to succeed in today's market?
The Vietnamese F&B industry is changing rapidly, and to maintain its position, businesses need to focus on three key strategies: digital transformation, green transformation and innovation.
Applying digital transformation helps businesses optimize operations, control costs and maintain competitiveness in a volatile market.
Sustainability is key. Modern consumers increasingly demand brands to be responsible for the environment and their communities.
Ultimately, innovation is the glue that holds it all together. Consumers are looking for products that are not only convenient, but also healthy and environmentally friendly.
For small and medium-sized enterprises, implementing these strategies can be challenging due to limited resources. Understanding this, Tetra Pak is always ready to support businesses through flexible financial solutions and appropriate technology, helping them approach new trends more effectively.
What do you predict about the trend of the F&B industry in the coming year 2025?
Rising raw material costs and rapidly changing consumer behavior will continue to be major challenges for the F&B industry in the coming years. However, within the challenges also arise opportunities, including a prominent trend of the emergence of innovative products with novel flavor combinations and many health benefits such as high-protein drinks, high-protein drinks, and plant-based drinks.
In addition, products using environmentally friendly packaging and committed to reducing carbon emissions will also be prioritized by businesses and consumers. An interesting point in Tetra Pak's report on consumer trends 2025 - Tetra Pak Trendipia Consumer Trends 2025 in 50 countries shows that Vietnamese consumers are in the top 5 countries willing to pay more for products from businesses that are socially responsible through specific actions.
F&B businesses will also tend to invest in applying automation and digitalization technologies in production to ensure consistent output quality, save costs, and minimize by-products and waste to the environment. According to the above survey, 72% of Vietnamese people said they would be willing to pay more for domestically produced products.
Vietnam's F&B market revenue will continue to grow. According to Euromonitor, the F&B industry will continue to grow at a compound annual growth rate (CAGR) of 10.25% in the period 2023 - 2027 and is expected to reach a value of VND 872,916 trillion in 2027. It can be said that the F&B industry in Vietnam is in a promising transformation phase, and we believe that this will be a pioneering field in bringing green products and innovative, convenient products to become the mainstream.
Source: https://baodautu.vn/tong-giam-doc-tetra-pak-viet-nam-nganh-fb-tai-viet-nam-dang-trong-giai-doan-chuyen-minh-day-hua-hen-d244144.html
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