Ms. Hong, owner of a vegetarian shop in Tan Binh Ward, reported that frozen festive meal sets helped increase Tet revenue by about 20% compared to the same period. She noted that instead of ordering individual sets daily as before, many customers now purchase several sets in advance to store in the freezer and use gradually. The dishes are fully prepared, vacuum-sealed, and flash-frozen immediately after cooking; they only require thawing or reheating before serving. Prices range from 350,000 VND to one million VND per set, with those under 500,000 VND being the most popular. In its first Tet season offering these sets, the shop sold over 200 sets, exceeding initial expectations.

A similar trend is evident at the Moc Mien vegetarian restaurant chain in Hanoi, which has offered frozen festive meal sets for the past two years. A representative for the chain stated that demand primarily comes from busy families who want to prepare a complete festive meal but lack time for extensive cooking. Most dishes are pre-prepared, portion-controlled, and frozen for long-term preservation, offering customers flexibility to use them as needed. Popular prices range from 200,000 VND to 500,000 VND per set, fitting within the budget of most households.

Vegetarian festive meal set at Moc Mien establishment. Photo: Contributed

According to businesses, preparation costs and effort are the primary factors driving consumers to choose frozen festive meal sets. To cook a traditional festive meal from scratch, homemakers often spend many hours on preparation and cooking, with ingredient costs potentially reaching 600,000 VND to one million VND. In contrast, frozen sets are significantly more affordable while still meeting the basic requirements for ancestral offerings. Preparing meals in advance and long-term storage also helps consumers reduce the pressure of shopping and cooking during peak season.

This trend benefits not only home kitchens and small shops but is also clearly observed in modern retail systems. A Central Retail representative reported a significant increase in customer numbers closer to Tet, particularly for packaged traditional dishes and frozen goods. These products, with their clear listed prices and predefined portions, help buyers easily manage their budget.

Prepared and frozen vegetarian dishes. Photo: Contributed

In TP HCM, Saigon Co.op offers ancestral offering sets with two choices: fully cooked dishes or pre-prepped ingredients. Prices start from 135,000 VND per kg; a basic meal set for four people can be prepared for under 400,000 VND. The company believes demand is concentrated among customers who wish to uphold traditional rituals with minimal preparation.

Meanwhile, the WinMart system recorded a Tet revenue increase of over 23% compared to the same period; specifically, the category serving festive meal sets grew by about 20%. Ms. Pham Huyen Trang, Category Director for WinMart system, noted that meal sets priced at 600,000-700,000 VND were the most popular within the 400,000-1.5 million VND range.

Retailers note that the shift from ordering last-minute Tet dishes to prepared foods indicates consumers' increasing preference for proactive cost and time management, as well as mitigating the risk of price surges during peak season.

Thi Ha