Vietnam retail market sees rising demand for US agricultural products

The Vietnamese retail market is experiencing growing interest from US suppliers, driven by an expanding middle class and rising demand for imported food. To capitalize on this, MM Mega Market Vietnam, in collaboration with the US Department of Agriculture and the US Consulate General in Ho Chi Minh City, has launched the “Taste of USA 2026” programme.

Running from November 12 to 25 across 12 MM Mega Market centres nationwide, the event showcases over 450 US products, including dairy, meat, poultry, fresh fruit, nuts, and seafood. Retailers report that Vietnamese consumers are increasingly prioritizing product origin, quality, traceability, and affordability.

Nguyen Duc Toan, CEO of MM Mega Market Vietnam, stated that the retailer currently offers nearly 500 US-origin products, generating 8.3 million USD in revenue in 2025. Fresh US food products, such as grapes, cherries, blueberries, and frozen chicken, have seen a 20% year-on-year revenue growth. The retailer is also working to expand access for US suppliers through its distribution network, specifically targeting the restaurant, hotel, and food service sectors.