The rapid rise of e-commerce platforms is reshaping how consumers shop for everyday essentials. What was once dominated by beauty and electronics is now expanding into more routine categories β with Dairy products increasingly becoming a staple in online baskets.
Looking at behavioral data from over 6,000 consumers across five major cities, i-Panel observed that Dairy emerged as the fastest-accelerating category in online shopping during late 2025, clearly standing out from the broader FMCG landscape.
π A clear shift in consumer behavior
Compared to Q3, online buyer penetration for Dairy surged by 68.19% in Q4/2025, the highest growth rate among FMCG categories. This far outpaced other groups such as Non-alcoholic Beverages (+26.75%) and Feminine Care (+23.97%), highlighting a decisive shift toward online channels when purchasing Dairy products.
π― Key drivers behind online dairy growth
– Promotion as the key trigger: Online promotion rates more than doubled, jumping from 12.65% to 26.44% (+109%). Increased promotional density significantly lowered price barriers and encouraged trial.
– Trial-led purchasing behavior: Single-item baskets rose from 45.23% to 57.87%, signaling that many shoppers were entering the category through trial-focused purchases rather than bulk buying.
– Expanded multi-platform exposure: Rapid growth across online touchpoints β Retailer Websites/Apps (+81.6%), Shopee (+76.7%), and TikTok Shop (+52.5%) β created dense visibility, making Dairy easier to discover and easier to try.
π₯ When new challengers meet established leaders
Q4 also saw a compelling brand dynamic. Moozi, a new entrant, gained quick traction online and contributed meaningfully to trial-driven purchases. At the same time, Vinamilk maintained steady online demand across its diverse portfolio, helping sustain momentum beyond first-time buyers and anchoring category growth.
Taken together, i-Panel data shows that Dairyβs online growth is not driven by a single lever. Instead, it reflects a combined effect of shifting shopper behavior, promotion-fueled trial, broader channel access, and complementary roles played by both new and leading brands.
π Stay tuned with i-Panel for more data-led perspectives on Vietnamβs evolving consumer landscape in our upcoming Weekly Insights.
FMCGTrends OnlineDairyGrowth ShopperInsights
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