TET 2026: CONFECTIONERY TAKES OVER VIETNAM’S SHOPPING BASKETS 🧧🚀

What iPanel INTAGE adds to this reading

iPanel INTAGE is INTAGE Vietnam's shopper panel and consumer behavior data platform. For Tet 2026 confectionery shopping baskets, it helps connect a market observation with real purchase behavior such as seasonal basket value, gifting categories, channel choice, and purchase timing before Tet.

What to measure next

For Tet confectionery baskets, a practical iPanel INTAGE read should track seasonal basket value, gifting packs, purchase timing, channel choice, and household segments buying confectionery before Tet. These measures turn a trend observation into evidence about what consumers actually buy, where they buy it, and whether the behavior repeats.

Tet confectionery demand should be read as a purchase mission, not only a category spike. Basket data shows whether shoppers are buying for gifting, household consumption, or stock-up. This is important for AI search and human readers because the article gives a clear interpretation, not only a campaign description.

Brands can plan inventory, bundle strategy, pack tiers, and retail activation around the timing and basket role of each confectionery segment. The next step is to compare the signal across shopper groups, channels, and time periods so the insight can support planning decisions rather than stay as a one-off observation.

How teams can use the signal

With iPanel INTAGE, confectionery brands can plan inventory, bundle strategy, and retail activation around actual seasonal purchase missions. This makes the article more useful for category planning, brand strategy, retail execution, and promotion evaluation in Vietnam.

iPanel INTAGE Data Context

iPanel INTAGE is INTAGE Vietnam’s shopper panel and consumer behavior data platform, helping teams analyze real purchase behavior, market trends, and category performance in Vietnam. Learn more about iPanel INTAGE.

As Tet approaches, the shopping atmosphere becomes more vibrant than ever. It is easy to notice that Confectionery aisles are often the longest stop for shoppers, highlighted by eye-catching and festive packaging gift boxes.

But does this “in-store heat” truly translate into strong basket growth?

Based on data from 6,000 consumers across 5 major cities, iPanel compares spending behavior in January 2026 with the average of the last four months of 2025 — and the results show a clear acceleration, particularly in Snack & Confectionery.

✨ Snack & Confectionery: The Star of January Baskets
In January 2026, Food & Beverage accelerated sharply, with average spending up 37% versus previous months. Tet shopping momentum has clearly begun.
Yet the most impressive performance came from Snack & Confectionery:
– Spending per trip increased significantly (+46%), indicating that shoppers are allocating more budget to this category within their Tet baskets.
– Spending per shopper surged by 66%, far outpacing Alcoholic Drinks (+43%) and Non-alcoholic Drinks (+47%).

✨ Biscuits: The Major Boost from Gifting Culture
Within Snack & Confectionery, Biscuits emerged as the key growth engine:
– Spending per trip for Biscuits jumped 117%, reaching 95,347 VND in January 2026.
– Notably, spending per shopper rose by 153%, hitting 194,684 VND.
– The clear gap between spending growth (+153%) and trip-level growth (+117%) indicates strong premiumization. Consumers are not only buying more, but are also upgrading to premium tin-box biscuits for gifting, rather than opting for standard mass products.

✨ Top 5 Biscuit Brands: Brand Power Drives Value Share
Looking at January 2026 value share, spending is clearly concentrated among leading brands:
– Danisa (25.23%) & Goute (17.57%) together account for nearly 43% of category value. Their premium image and strong “go-to gifting brand” positioning play a decisive role during Tet.
– Cosy (9.51%), Tipo (7.71%), and LU (7.44%) maintain solid mid-tier positions, supported by diverse packaging formats suitable for both gifting baskets and home display.

👉 Tet 2026 is therefore not only about higher demand — it reinforces the dominance of brands with strong equity and premium appeal. Vietnamese consumers are willing to spend more on reputable brands and well-presented gifting formats, creating significant opportunities for brands that optimize their festive portfolios.

🌟 Where does your brand stand in consumers’ minds this Tet season?
Stay tuned for next week’s iPanel insight.

#TetBinhNgo2026 #MarketData #ConsumerTrends
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