Vietnamese Chocolate 2025: Prospects for breakthrough in the international market

Vietnamese chocolate is gradually asserting its position on the world map. Let's analyze the overall picture of the global chocolate market, thereby discovering opportunities and solutions for Vietnamese chocolate to break through and affirm its solid position in the billion-dollar industry.

1. Overview of the world chocolate market 2025

Soucre: The Business Research Company

By 2025, the global chocolate market will reach nearly $146 billion, up from $140.97 billion in 2024, with a growth rate of about 3.5%/year. Despite positive growth, the global chocolate market is still facing many pressures from international trade fluctuations.
Specifically, the US's imposition of tariffs on chocolate from Belgium and cocoa from the Ivory Coast has increased production costs, pushing up retail prices. At the same time, cocoa supply is still affected by climate and plant diseases in West Africa.
However, the long-term outlook remains positive. It is forecasted that by 2029, the market size will reach more than $175 billion, with a growth rate of nearly 4.7%/year.

1.1. Global chocolate consumption trends

Consumers are increasingly turning to premium chocolate lines, focusing on original flavors and sophisticated experiences. Low-sugar, organic, vegan and health-friendly products are popular, clearly reflecting the trend of "eating well but still healthy".
In addition, e-commerce has become an important distribution channel, helping brands reach global customers faster and more effectively. In the future, tastes will also lean towards sustainable chocolate, with transparent origins, as well as innovative products in terms of flavor. This will be the main driver for industry growth.

1.2. The increasingly clear position of Vietnamese chocolate on the international map

In the context of fluctuating global supply, Vietnamese chocolate has emerged as a bright spot. Although the market size is not large, domestic brands are still growing rapidly, especially in the handmade and organic cocoa segments - where international demand is increasingly strong.

Many Vietnamese chocolate brands have been honored at international awards, affirming their increasingly clear position. Among them, Marou, Belvie, and Alluvia stand out with the “bean-to-bar” philosophy - a closed production process from raw cocoa beans to finished chocolate bars, focusing on the origin of local ingredients and sustainability.

Vietnamese products are present in many demanding markets such as Japan, Europe and the US thanks to their stable quality and unique flavor. Combining cocoa with regional ingredients such as Ben Tre coconut, Phu Quoc pepper or Cao Bang ginger also helps make Vietnamese chocolate brands more unique and attractive.

2. Breakthrough opportunities for Vietnamese businesses in the chocolate industry

The Vietnamese chocolate industry is facing many golden opportunities to break through and affirm its position in the international market. Domestic businesses can take advantage of the following advantages to develop strongly.

2.1. High-quality and distinctive Vietnamese cocoa sources

Vietnam owns cocoa regions with distinctive flavors, very suitable for bean-to-bar and premium products. Cultivation programs such as Cocoa-Trace have contributed to improving fermentation standards and traceability, helping products meet international standards.
Thanks to this, “Vietnamese origin” is increasingly considered a competitive advantage. Enterprises can exploit the story of raw material regions to differentiate themselves, while increasing the value of Vietnamese chocolate brands in the market.

2.2. Consumer trends favor organic and sustainable products

Today, global consumers are more concerned about health and the environment. They prioritize choosing products with less sugar, organic, Fair Trade certified and transparent origin.
Investing in achieving international certification and building transparent processes will help Vietnamese businesses easily access retail systems in Europe and North America. These are market groups with strict requirements but bring high profits and opportunities to build long-term reputation.

2.3. Advantages from Free Trade Agreements (FTAs)

Vietnam is currently participating in many important Free Trade Agreements (FTAs) such as EVFTA, CPTPP and UKVFTA. These agreements help reduce or eliminate import tariffs in major markets, making it easier for Vietnamese chocolate to compete on price.
Enterprises can take advantage of tariff incentives by standardizing the certificate of origin (ROO) process. This is the key to expanding exports to Europe, Japan, the UK and CPTPP countries at lower costs.

2.4. Cross-border e-commerce channels grow strongly

Vietnam's e-commerce is growing strongly, with a scale of over 25 billion USD in 2024. Along with that, cross-border e-commerce platforms open up a low-risk path for businesses to try their hand in the international market.
Vietnamese chocolate businesses can start with B2C channels on Amazon, Alibaba or Walmart, then expand to B2B cross-border and retail cooperation. Standardizing packaging, meeting import standards and optimizing logistics costs will determine export efficiency.
Read more: Top popular e-commerce platforms and trends in 2025

3. Vietnamese chocolate brands affirm their international footprint

Below are the typical brands that have helped Vietnamese chocolate affirm its position on the world map:

3.1. Marou

Known as the "symbol" of Vietnamese chocolate in the international arena, Marou has affirmed its name since 2011. The brand, founded by two French founders in Vietnam, has exploited pure Vietnamese cocoa beans from six southern provinces, creating exquisite, pure Vietnamese dark chocolate bars.
Marou has not only won many prestigious awards, including the "World's Best Chocolate 2025" award, but has also successfully conquered demanding markets such as the US, Japan and Europe.

3.2. Alluvia

Originating from the Mekong Delta, Alluvia has made a name for itself with its 100% artisanal bean-to-bar chocolate line made from Tien Giang cacao. Its distinctive fruity flavor, combined with strict control from cultivation to processing, helps Alluvia meet international standards.
Alluvia products are present in demanding markets such as Japan and Taiwan. This is a testament to the competitiveness of Vietnamese chocolate, when domestic quality can conquer global consumers.

3.3. Belvie

As one of the most popular Vietnamese chocolate brands, Belvie is famous for combining traditional cacao flavors with local ingredients such as cashews, coconuts, or tropical fruits.
Belvie has continuously won many awards at international competitions. Most recently, the Silver Award at the International Chocolate Awards, proving its outstanding quality and constant creativity.

3.4. Belcholat

Belcholat is one of the long-standing Vietnamese chocolate brands, developed in the Belgian style. This brand is famous for its high-end chocolate line (couverture), using 100% cocoa butter imported directly from Barry Callebaut Group - the world's leading supplier of raw materials.
Belcholat is currently a chocolate supplier for many 5-star hotels, bakeries, high-end cafes, and is also favored by consumers in the luxury gift segment. In particular, this brand is also known as the pioneer in bringing Ruby Chocolate to the Vietnamese market.

3.5. The Cocoa Project

The Cocoa Project is a young brand with a distinct positioning. They focus on sustainable development, forest protection and improving the lives of cocoa farmers through the Cacao-Trace program, supported by the World Bank.
Not only providing quality taste, The Cocoa Project also conveys social and environmental values in each product. This is proof that a Vietnamese chocolate brand can be both commercially successful and contribute positively to the community and sustainable development.

4. Solutions for Vietnamese chocolate to reach the world level

For Vietnamese chocolate to break through in the international market, Vietnamese businesses need to focus on the following 4 strategic solutions:

4.1. Ensuring quality and international standards

To compete globally, Vietnamese chocolate brands must strictly meet international standards such as HACCP, ISO, FDA or organic certification. This is a prerequisite for products to be accepted in demanding markets such as Europe, the US and Japan.
In addition, investing in modern processing technology, controlling the supply chain and transparency of raw material origin also helps to improve the quality of Vietnamese chocolate. By maintaining stability in flavor and safety, businesses will build sustainable trust with global consumers.

4.2. Take advantage of free trade agreements

Vietnam has joined many major trade agreements such as EVFTA, CPTPP or UKVFTA. This is an opportunity for Vietnamese chocolate to access a larger market with preferential tariffs and lower trade barriers.
However, to take advantage effectively, businesses need to proactively learn about regulations on labeling, traceability and food safety. Careful preparation will help Vietnamese chocolate brands take full advantage of the cost advantages of these agreements, while reducing risks when entering new markets.

4.3. Building a distinctive and emotional Vietnamese brand story

International consumers are increasingly interested in the origin of products and the accompanying cultural values. Therefore, Vietnamese chocolate needs to be told as a story closely linked to the raw material region, sustainable farming methods and positive impacts on the local community.
A genuine and emotional brand story not only helps the product stand out in a competitive market, but also increases perceived value. This is an important factor for Vietnamese chocolate brands to create sustainable differentiation.

4.4. Promoting cross-border e-commerce channels

E-commerce is opening an important door for Vietnamese chocolate to reach the international market at a reasonable cost and with fast access. Vietnamese businesses can open booths on Amazon, Alibaba or organic food platforms to test their skills in many markets.
To achieve high efficiency, it is necessary to focus on imported standard packaging, flexible logistics systems, and combine digital marketing strategies and online customer service. When e-commerce is deployed in parallel with traditional distribution channels, the brand will gradually form a wide and sustainable consumption network.

5. The bright future of Vietnamese chocolate in the integration era

In the context of deep integration, Vietnamese chocolate not only gradually affirms its position but also opens up a promising future on the international map. With the unique flavor of Vietnamese cocoa, the chocolate industry has the opportunity to conquer even the most demanding markets.
This is the golden time for the Vietnamese chocolate brand to become the new pride of Vietnamese agricultural products. Enterprises need to focus on improving quality, investing in building brands and expanding distribution channels, in order to turn Vietnamese chocolate into an international product with a strong Vietnamese imprint.

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