Vietnamese consumer views of Canadian food and seafood products

Agriculture and Agri-Food Canada (AAFC) recently conducted a survey of Vietnamese consumers to collect perceptions, gauge market demand, and shopping behaviour related to Canadian food products and processes. The results provide insights to inform the upcoming strategic approach for the Canada Brand marketing campaign.

Key findings

• About 7 in 10 (71%) Vietnamese consumers say they are interested in buying food from Canada. This is lower than those interested in purchasing food from USA (81%) but similar to Australia (75%) and New Zealand (70%).
• 6 in 10 (60%) Vietnamese consumers recall seeing food products in store or online that specified it was from Canada.
• Almost 9 in 10 (87%) Vietnamese consumers say they consider high food safety standards, healthy and wholesome food (87%), and high-quality products (86%) to be important criteria when buying international food products. Sustainability, diversity, and innovation are also rated as important by over three out of four respondents (77%, 76%, and 75% respectively).
• More than half of respondents believe Canada is better than other countries for high food safety standards (57%), high quality (55%), healthy and wholesome food (54%), and sustainability (53%).
• When it comes to purchasing behaviour, the vast majority (85%) of Vietnamese consumers say they purchased international food products in the past year. Canadian products were bought by more than a quarter (26%) of Vietnamese consumers who have purchased international products.

Want to know more? The final report is now available online at Library and Archives Canada.