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, i-Panel 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 i-Panel insight.

#TetBinhNgo2026 #MarketData #ConsumerTrends
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