On September 24th, Amazon Global Selling Vietnam launched the “Guide to Unlocking the Potential of the Food Industry on Amazon.”
Healthy Snacking: Dried Fruits and Vegetables Take the Spotlight
The guide identifies the “healthy snacking” trend as a significant opportunity, clearly reflected in the consumption habits of Americans.
A 2024 survey revealed that 74% of Americans snack daily, with 56% often replacing main meals with snacks. Their preferences lean towards healthier options like fruits (47%) and vegetables (38%).
This trend has created a favorable opportunity for Vietnamese businesses on Amazon, as sales of packaged fruit snacks have skyrocketed by over 550%, and dried fruits by more than 250% between 2021 and 2024.
The success of this approach is evident in the story of NEWBAM, a Vietnamese cashew brand.
Recognizing the growing trend of “healthy snacking on the go,” NEWBAM swiftly transitioned to producing convenient 42g and 54g packs instead of traditional large bags, adjusted flavors (Tomyum, Wasabi) to suit American palates, and innovated packaging to maintain product freshness.
This customer-centric approach propelled NEWBAM into the Top 100 best-selling products in its category and earned it the “Amazon’s Choice” badge within just six months of launch.
Vietnamese Spices on Amazon Fetch 10x Export Prices
The spice category in the U.S. market is a fertile ground for Vietnamese businesses, driven by Americans’ adventurous taste buds seeking authentic global flavors and the convenience of home cooking.
Vietnam enjoys a natural competitive advantage thanks to its high-quality raw materials like pepper, cinnamon, and star anise, coupled with competitive production costs.
In an interview with Người Lao Động newspaper, a representative of the Chilica chili sauce brand revealed that Chilica is sold on Amazon by an importer at a price more than 10 times its export price, yet sales remain high.
Chilica is planning to directly list its products on Amazon as the importer has temporarily halted sales.
Chilica chili sauce on Amazon sells for over 10 times its export price
Tea and Herbal Tea Rise to Prominence
Amazon reports that the global market for tea and herbal tea is thriving, driven by increasing demand for beverages that are both convenient and health-conscious.
The U.S., the world’s largest tea importer, presents a highly promising market for this category.
Vietnam holds a unique advantage with its long-standing tea cultivation tradition and abundant, high-quality raw materials. A prime example of success is Vida Farm, a Vietnamese herbal tea brand that achieved $1 million in revenue in its first year on Amazon.
