Vietnamese consumers favor US goods but want lower prices

The two-day 'U.S. Agricultural Discovery 2026,' held on Saturday and Sunday at the Labor Culture Palace in Ben Thanh Ward, featured 40 booths showcasing products from the U.S. and was attended by U.S. Consul General in Ho Chi Minh City Melissa A. Brown.

US goods gain popularity

Ho Xuan Cuong, 66, a resident from the city's Thu Duc Ward, visited the event with his wife after learning about it on Facebook to explore U.S. food and fruit products.

He said he normally bought U.S. goods such as clothing but wanted to learn more about beef, grapes, and apples from the country.

"U.S. food products are well known for their safety and quality," Cuong said.

American foods are increasingly available at retail chains in Ho Chi Minh City, with beef and fruit among the more widely available categories.

Beef starts at around VND470,000 (US$18.1) per kilogram, with premium cuts costing more than VND800,000 ($30.8).

Grapes from the U.S. sell for around VND230,000 ($8.8) per kilogram, while green apples start at about VND129,000 (nearly $5).

Several U.S. consumer brands have also become familiar to Vietnamese shoppers, including Lay's, Pepsi, Coca-Cola, Spam canned meat and cereals.

A representative of Nguyen Pham Trading Import Export Company Limited, an importer of U.S. goods, said the company had more than 20 years of experience in the sector and supplied supermarkets and retailers across Vietnam.

The representative, identified as Tho, said U.S. goods had established a foothold in Vietnam, with consumption increasing in recent years as people's living standards and incomes improved.

Vietnam imported more than $19.2 billion worth of goods from the U.S. in 2025, up 27.7 percent year on year, according to Vietnam Customs data.

Imports reached $10.49 billion from January through June 18, 2026, up 28.3 percent from the same period last year.

Agricultural products have been among the U.S. goods seeing strong growth in Vietnam, including apples and soybeans, while U.S. exports of agricultural, fishery, and forestry products to Vietnam rose 45 percent in 2025 to a record $5.6 billion.

U.S. ingredients are also used in familiar Vietnamese foods, including U.S. wheat for banh mi and U.S. beef for pho (iconic Vietnamese noodle soup with beef or chicken).

Prices remain key consideration

Despite the growing presence of U.S. products, price remains a major consideration for Vietnamese shoppers.

Cuong said U.S. goods were of good quality but remained relatively expensive for many consumers.

"I hope prices of imported goods from the U.S. will become more affordable," he added.

Nguyen Phuong Hoa, another consumer, said imported food had become a familiar part of her family's supermarket trips, but she considered both price and quality when choosing products.

Hoa said she does not automatically choose U.S. products, but she is willing to buy them when their prices are comparable to alternatives, particularly when promotions are available.

However, she noted that when the price difference is substantial, she is more likely to choose a less expensive alternative.

Price is also a concern for importers as trade between Vietnam and the United States continues to grow.

Thanh Tuan, a representative of an American food export promotion association, said Vietnamese distributors and importers were increasingly involved in the agricultural and food sectors, with business networks covering the country.

Vietnam imports large volumes of U.S. agricultural commodities, including cotton, soybeans and wheat, for production and animal feed.

Demand is also rising for consumer products such as finished cereals, pork, milk, and other U.S. dairy products, Tuan said.

Importers hope the two countries will further simplify their customs and import procedures and reach trade agreements that facilitate trade and help reduce tariffs, making U.S. goods more accessible to Vietnamese consumers, he said.

Consul General Brown said on Saturday that she always looked forward to events connecting Vietnamese and U.S. consumers, such as the showcase.

She added that it was particularly special to see the fruits of the hard work of American farmers and producers making their way into Vietnamese stores and onto Vietnamese dining tables.