A chart shows the top 10 best food and beverage brands in Việt Nam in 2024. — Photo courtesy of Decision Lab

KFC has once again claimed the ‘Best F&B Brand’ title in Việt Nam, according to the Decision Lab Best F&B Rankings 2024.

Highlands Coffee and Trung Nguyên Legend secured second and third spots, respectively. Phúc Long Coffee and Tea came fourth, followed by the Korean QSR chain, Lotteria, The Coffee House, McDonald’s, Jollibee, Starbucks and Pizza Hut.

Thue Quist Thomasen, CEO of Decision Lab, said: “Decision Lab Best F&B Rankings 2024 indicates strong brand loyalty among Vietnamese consumers. Despite some changes in their scores, the top companies remain. The key takeaway here is the power of branding.

"Brands that want to grow sustainably must invest in high-quality products and services and brand reputation. This will help to build long-term brand engagement and customer loyalty."

Decision Lab, YouGov’s exclusive partner in Việt Nam, has released the Decision Lab Best F&B Rankings 2024. The rankings cover major brands in the F&B market. It reveals the top brands in terms of overall brand health and the most improved brands over the past year.

Brands are ranked based on YouGov BrandIndex’s Index Score, a measure of overall brand health calculated by taking each brand's average impression, quality, value, satisfaction, recommendation and reputation score.

The Vietnamese F&B market is expected to boom in 2024, marked by the expansion of restaurants and coffee chains. Consumers, especially the younger generation, increasingly prioritise convenience and embrace dining out as a regular experience rather than just for special occasions.

Additionally, coffee culture continues to thrive, with coffee chains becoming popular social hubs and offering a respite from daily life. The F&B scene is dynamic and adapting to the evolving preferences of Vietnamese consumers. — VNS