Mid-Autumn Mooncake Market Gains Early Momentum

(DTO) With nearly a month to go before the Mid-Autumn Festival, the mooncake market in Dong Thap has already begun heating up.

From mooncake stalls along central streets in Cao Lanh and My Tho to supermarkets and traditional workshops, this year's offerings are increasingly diverse in flavors, designs, and price segments. However, early-season purchasing power remains relatively sluggish, as consumers tend to weigh costs and favor traditional varieties.

DIVERSE PRODUCTS ACROSS MULTIPLE PRICE SEGMENTS

Along central thoroughfares of Cao Lanh Ward, numerous pop-up stalls and mobile kiosks have begun selling mooncakes. Familiar brands are widely available, injecting an early festive atmosphere into the market.

Ms. Nguyen Ngoc Van, a representative of a mooncake stall on Nguyen Hue Street in Cao Lanh Ward, said branded products hit the shelves relatively early this year. Prices generally range from 55,000 VND to 350,000 VND per cake, depending on the filling, number of egg yolks, and product tier. Snowskin mooncakes are priced at 50,000-65,000 VND each.

According to Ms. Van, Mondelez Kinh Do has also introduced a diverse portfolio, with gift boxes priced at 600,000-2 million VND. Alongside familiar flavors, businesses continue experimenting with new combinations such as mung bean with gac fruit, golden lotus with mango, mango, tiramisu, and lotus seed with pork floss. The inventory stocked by stalls at the beginning of this year's season is about 10% higher than the same period last year.

A survey showed that Bibica, Kinh Do, and Dong Khanh are among the prominent brands available at many sales points in Cao Lanh Ward, particularly along Ly Thuong Kiet, Nguyen Hue, and Ton Duc Thang streets. These brands offer a wide range of selections, from traditional and premium varieties to nutritious options and cakes with innovative fillings.

Notably, despite the wider range of products, prices for many mooncake varieties remain stable. Fillings range from lotus seed, durian, green tea, and mung bean to sweet salted-egg varieties. Packaging has also become more eye-catching, while products are increasingly tailored to different customer groups, including children, older people, and those on vegetarian or health-conscious diets.

Ms. Cao Ngoc Tuong Vi, a resident of Cao Lanh Ward, said she was impressed by mooncakes made with vegetables because they suit the needs of many consumers, particularly women. She said that besides buying mooncakes for personal enjoyment, every Mid-Autumn Festival she also looks for products with new flavors to gift relatives and colleagues.

Alongside mass-produced mooncakes, handmade bakeries are also joining the market with their own products. Handmade mooncakes generally cost 50,000-200,000 VND each, depending on the type. This segment targets customers buying small quantities or seeking unique flavors and designs distinct from industrial alternatives.

TRADITIONAL MOONCAKES REMAIN POPULAR

In My Tho, the mooncake market has also begun to gain traction. Along Hung Vuong Street, several stalls have been set up, offering a variety of products for family consumption and gifting. However, buying activity at this time remains relatively subdued compared with previous years.

A survey at the Minh Tam mooncake stall found that most customers were purchasing small quantities for personal consumption or price comparison. Meanwhile, wholesale orders and large corporate contracts have yet to materialize. Customers are currently mainly choosing affordable products priced at 200,000-300,000 VND per box.

Although some new flavors have appeared, including soursop jam, vegetarian, and vegetable-based mooncakes following healthy-eating trends, traditional mixed-nut filling remains a popular choice among consumers.

At the Minh Tam mooncake and confectionery production facility, products are divided into multiple categories, ranging from vegetarian and special baked mooncakes to premium savory varieties and luxury products. Prices range from about 80,000-180,000 VND per cake to several hundred thousand VND for premium varieties, while luxury boxes cost more than 1 million VND.

Minh Tam also offers a diverse selection of fillings, including milky mung bean, mung bean and gac fruit, lotus seed, taro, coconut with milk and melon seeds, roast chicken with jambon, shark fin with roast chicken and jambon, and assorted nuts with Chinese sausage. The addition of vegetarian varieties reflects producers' efforts to meet different consumer needs.

Meanwhile, Thanh Tam has introduced its 2026 Mid-Autumn Festival collection, featuring multiple segments from traditional and special varieties to premium products and gift boxes. Individual cakes retail from several tens of thousand VND, while multi-cake gift boxes top out at nearly 1 million VND for high-end options.

Modern retail chains are also contributing to the diversity of the market. At GO! My Tho and Co.opmart My Tho, mooncakes are now available on shelves in a variety of designs and price ranges.

Regarding prices, the mooncake market in My Tho remains generally stable this year, with no significant changes from the previous season. Ms. Thuy An, owner of the Minh Tam mooncake stall on Hung Vuong Street in My Tho Ward, said that because input material costs have not increased, producers and distributors have maintained last year's prices to stimulate consumption. At the beginning of the season, purchasing power has yet to increase significantly as consumers remain in a wait-and-see mode, comparing prices and selecting products.

Producers, distributors, and retailers are therefore continuing to monitor market dynamics, prepare supplies, and await stronger demand as the Mid-Autumn Festival approaches. The diversity of products, combined with relatively stable prices, is expected to give consumers more choices while creating favorable conditions for the mooncake market to enter its peak period in the coming weeks.

By LY OANH - NAM PHONG
Translated by X.QUANG