Over the past three decades, Vietnam's fast-moving consumer goods (FMCG) market has undergone transformative shifts: from an era of scarcity to a period of supply abundance, and now, an age defined by experience, quality, and added value. Economic growth and rising living standards have profoundly reshaped consumer behavior. While the focus once centered on mere sustenance, today’s consumers prioritize taste, safety, and convenience, embracing healthier, more streamlined lifestyles.