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When it comes to the Mid-Autumn Festival in the eighth lunar month, mooncakes are an essential part of family gatherings. With less than a month left until the Mid-Autumn Festival, these days on the streets, in supermarkets, and shopping centers, the most common sight is colorful mooncake stalls.
During these days, mooncake products are entering their peak season, appearing in most supermarkets, shopping centers, cafes, and on sidewalks along many streets. This year's market continues to observe that manufacturers have released a wide variety of strategic products, meeting the demands of various consumer groups.
In the Ho Chi Minh City market, this year's Mid-Autumn Festival sees this store introducing three types of mooncake boxes, corresponding to 18 flavors. The average price ranges from 800,000 to 4 million Vietnamese dong per box. Unlike previous years, traditional fillings like mixed nuts, green beans, lotus seeds, and green tea are preferred by consumers, rather than newer fillings.
Ms. Truong Le Ngoc Anh, Deputy Director of Brodard Distribution branch, mentioned that with prices ranging from 800,000 to 900,000 dong, 80% of their customers are focusing on boxes containing four mooncakes for gifting to family and friends. However, consumers still favor mooncake sets with the largest quantity, which is 250 grams. They hope to sell 200,000 mooncake products and gifts.
Observations at some supermarkets in Ho Chi Minh City show that this year's mooncakes offer a diverse range of designs and flavors for consumers to choose from. Each box of four mooncakes is priced between 215,000 and 1 million Vietnamese dong. Various types of baked and sticky rice mooncakes with fillings like mixed nuts, lotus seeds, green beans, and taro are priced between 45,000 and 180,000 dong per single cake, with weights ranging from 150g to 220g.
This year, mooncake products on sale in retail supermarkets in Ho Chi Minh City have seen a price increase of 5% to 10%. According to manufacturers, the rising cost of raw materials has led to an increase in product prices. However, to attract customers, some supermarkets are offering promotional programs and discounts right from the moment the mooncake products are placed on the shelves and until they reach the hands of consumers.
The purchasing power of mooncake products this year has increased by 40% compared to last year. In addition to the mooncake products from domestic businesses, this supermarket has also proactively expanded its production by adding 10 more flavors to meet the demand. This is accompanied by a sales discount campaign.
According to some retail units, the majority of mooncake buyers are businesses and families purchasing them as gifts. Therefore, they place importance on packaging design and presentation. At the same time, diversifying products and offering various price ranges is also a strategy to boost the quantity of mooncakes sold in the market.
In addition to traditional distribution channels and direct retail, this year various types of mooncakes are also being actively sold on e-commerce platforms. Besides well-known brands, the number of handmade and imported mooncakes has also increased among sellers. To compete with direct sales, some online stores are offering significant discounts to attract users.