Vietnamese consumers shift toward green lifestyle at Autumn Fair 2025

THE HANOI TIMES — Most of the people to the Autumn Fair 2025 have been eager to explore and shop eco-friendly products, reflecting the shift toward healthy, safe and natural goods – Vietnam’s fast-growing green consumption trend.

Ky Trong Thach, owner of Hanoi-based Binh Chau Pharmaceutical Facility, said that Vietnamese consumers are increasingly looking for green and healthy products. “We hope to provide consumers with these products and the passion to preserve the value of Vietnamese medicinal herbs, which are so healthy,” Thach told The Hanoi Times.

He said that customers visiting his booth have far exceeded expectations since the fair’s opening on October 26, showing their interest in the green products.  

Green consumption is rapidly gaining momentum in Vietnam thanks to increased consumer awareness of environmental protection and sustainability.

A majority of consumers are willing to pay more for environmentally friendly products. "I am affordable for premium products that are eco-friendly," said Nguyen Thanh Tung, 55, from Hanoi's outlying commune of Dan Phuong.

Tung expressed his excitement at visiting the Autumn Fair 2025 and bringing home many healthy products to his family. 

"I am impressed with the boxes of pine cinnamon buds, which are extracted from herbal plants. They give off a natural, pleasant and safe scent," Tung shared with The Hanoi Times.

Meanwhile, Nguyen Thi Hang, Director of F&P Nature Herbal Import-Export Co. Ltd., said that her company provides high-end herbal health products.

The products have caught customers' attention. Hoang Thuy Hanh, a 20-year-old student, expressed her impression and chose some F&P Nature haircare items for their selective ingredients and production process that meet the ISO 22000:2018 standard. 

Businesses are increasingly launching green products and brands to meet consumer demand and gain a competitive advantage.

The Saigon Co.op joins the Autumn Fair 2025 as a “responsible digital retailer”, showing a green booth that cuts plastic use by 40%, uses eco-friendly materials and allows visitors to trace product origins via QR codes.

The retailer also maintains stable prices throughout the fair to reward its consumers.

Pham Trung Giang, a 41-year-old IT engineer in Hanoi’s Tu Liem Ward, said he wants to explore the fair and buy natural products. "I always prefer green and healthy products for my family."

Giang praised the variety and quality of Vietnamese goods here. "It feels like exploring a vivid picture of Vietnam's economy via the fair. I am impressed with the professional organization," Giang told The Hanoi Times.

In this regard, regular fairs like this are believed to enhance the reputation of Vietnamese products in the era of green and sustainable consumption.

The Autumn Fair 2025 saw record-breaking crowds as thousands of visitors flocked to the VEC over the past days, marking a lively start for the country’s newest and largest trade event.

It's great that the Government has created a venue where people can shop for quality products and see production models from provinces across the country," said Mai Thai Duong from Hanoi's suburban ward of O Dien.

New opportunities for businesses

The green consumption trend has opened new avenues for businesses and influenced consumer purchasing habits.

According to the NielsenIQ Consumer Outlook and Expectation 2024 study in Vietnam, 16% of Vietnamese consumers have incorporated sustainable futures into their long-term priorities, while 24% are focusing on sustainable lifestyles in their short-term plans.

The Autumn Fair 2025 provides a valuable platform to help enterprises connect with consumers and expand market reach.

Nguyen Hoang Anh, Director of Mu Cang Chai Edible and Medicinal Mushroom Production Co., Ltd. in the northern province of Lao Cai, told The Hanoi Times that the fair helps cooperatives connect with consumers and learn from one another.

He has sold out hundreds of kilograms of mushrooms and restocked to serve visitors on the next days. "This event promotes our brand and allows us to exchange experiences in branding and sustainable production. Our team has worked all day to serve the overwhelming number of visitors,” said Hoang Anh.

According to the organizers, the Autumn Fair also serves as a platform for businesses to enhance international integration, exchange expertise and adopt new technologies in digital transformation, green growth and circular economy.

Laurent Aufret, Sales Director of Bretinov, a French company specializing in manufacturing automatic production lines, expressed his appreciation for the fair’s professional preparation and organization.

“Here, we’ve connected with some Vietnamese companies to explore partnerships. It’s safe to say our goals for attending the fair have been successfully achieved,” Aufret told The Hanoi Times.

He stressed that green consumption in Vietnam is making strides as consumers become increasingly concerned about sustainability. "They are increasingly prioritizing organic products, environmentally friendly packaging, and energy-efficient devices," said Aufret.

He said many international businesses regard the Autumn Fair as a vital opportunity to access the Vietnamese market and seek new partners, with some already holding preliminary discussions on cooperation in green manufacturing and logistics.

Taking place from October 25 to November 4, the Autumn Fair 2025 is a national-scale trade event, featuring 130,000 square meters and 3,000 booths in key sectors and affirming the reputation of domestic products in local and global markets. The fair displays high-quality delicacies and products from 34 provinces and cities. Each booth is designed as a "little story" about the characteristics, culture and creativity of the locality. Themed "Connecting people with production and business", the event honors the Vietnamese’s intelligence and craftsmanship while promoting consumption and investment.