Cheap frozen dinner trays are on the rise

Ms. Hong, owner of a vegetarian store in Tan Binh ward, said that the frozen tray line has helped Tet revenue increase by about 20% over the same period. According to her, instead of ordering each tray by day as before, many customers choose to buy several sets in advance to freeze and use gradually. The dishes are completely prepared, vacuum-packed and frozen immediately after cooking, so when using, you only need to defrost or reheat. Selling prices range from 350,000 VND to one million VND per set, in which trays under 500,000 VND are the most sold. In just the first Tet season, the store sold more than 200 trays, exceeding initial expectations.

A similar trend also appeared at the Moc Mien vegetarian store chain in Hanoi, which has maintained selling frozen meals for the past two years. The system’s representative said the demand mainly comes from busy families who want to prepare a decent feast but don’t have much time to cook. Most of the dishes are pre-prepared, divided into reasonable portions and frozen for long-term storage, giving customers the flexibility to use them when needed. Popular selling prices range from 200,000 to 500,000 VND per tray, suitable for the spending capacity of most households.

According to businesses, cost and preparation effort are the main factors motivating consumers to switch to frozen meals. To cook a traditional feast, housewives often spend many hours preparing and cooking, and the cost of ingredients can be up to 600,000 VND to one million VND. Meanwhile, freezer sets have a significantly lower price but still meet basic dishes to serve worship needs. Preparing in advance and preserving for a long time also helps consumers reduce shopping and cooking pressure during peak periods.

Not only family kitchens or small shops benefit, this trend is also clearly seen in modern retail systems. A representative of Central Retail said the number of customers increased sharply in the period leading up to Tet, especially with traditional packaged dishes and frozen goods – products with clearly listed prices and predetermined portions, helping buyers easily balance their budget.

In Ho Chi Minh City, Saigon Co.op deployed an ancestral offering tray with two options: complete pre-cooked dishes or pre-processed ingredients. Price from 135,000 VND per kg; Under 400,000 VND, you can prepare a basic tray for a family of four. This business believes that demand is concentrated in the group of customers who want to maintain traditional rituals but minimize preparation.

Meanwhile, the WinMart system recorded a Tet revenue increase of more than 23% over the same period; The food service group alone increased by about 20%. Ms. Pham Huyen Trang, Director of WinMart system products, said that the popular price range of 600,000-700,000 VND per tray is the most chosen in the range of 400,000-1.5 million VND.

According to retailers, the shift from ordering food close to Tet to processed foods shows that consumers increasingly prioritize being proactive in terms of costs and time, while limiting the risk of price increases during peak times.