With just over two months to go until the 2025 Mid-Autumn Festival, the mooncake market is already buzzing. Some businesses have begun launching their products for this festive season. Let’s take a look at the 2025 mooncake market and predict the mooncake trends 2026 —what flavors might break through and lead the industry?
I. Mooncakes – A Promising Market
In Vietnamese culture, the Mid-Autumn Festival remains a meaningful occasion, a time for family gatherings. During this season, mooncakes have become an indispensable gift, symbolizing togetherness and celebration.
In 2024, on just five major e-commerce platforms—Shopee, Lazada, Tiki, TikTok Shop, and Sendo—the mooncake industry generated revenues of VND 59.2 billion, a growth of 103.4% compared to the same period in 2023. The price segment of VND 100,000–200,000 accounted for the majority of sales, catering to mass consumers. However, premium mooncakes priced above VND 300,000 also saw strong growth, thanks to sophisticated packaging, innovative R&D, and established brand reputations.
II. The 2025 Mooncake Season
The 2025 mooncake market is showing notable shifts compared to previous years. This year, the trend is toward a fusion of tradition and modernity, with consumers paying more attention to less sweet, healthier options, along with aesthetic, eco-friendly packaging.
Brands such as KIDO, Orion, and Bibica have already introduced their 2025 mooncake collections. Orion, in particular, has launched flexible gift box sets tailored to different target groups and budgets. Recommended retail prices for premium gift sets range from VND 350,000 –500,000 per box, targeting both corporate clients and individual consumers looking for gifting options.
At retailers like Farmers Market, mooncakes have been available for nearly three weeks, serving both corporate and retail customers. According to Mr. Võ Thanh Lộc, Commercial Director of Farmers Market (Ho Chi Minh City), the Mid-Autumn Festival is the second biggest retail season of the year, after Lunar New Year, prompting retailers to prepare well in advance.
III. Predictions: 5 Mooncake Trends 2026
Based on consumer behavior reports and modern consumption patterns, here are the top trends we predict for 2026:
1. Greater Diversity in Fillings
While traditional fillings such as mung bean, lotus seed, and Chinese sausage remain popular, creative and unique fillings featuring novel ingredients are gaining traction.
For instance, NFC proposes combining freeze-dried fruits with mooncake fillings. The natural crunch of freeze-dried fruits can elevate mooncakes into a premium, innovative experience for consumers in 2026.
[Read more about NFC’s mission to elevate Vietnamese agricultural products here!]
2. Healthy Mooncakes – Good mooncake trends 2026 should invest
With rising health consciousness, consumers are seeking less sweet, lower-fat, natural, and nutrient-rich mooncakes.
To meet this demand, producers can replace artificial coloring with natural fruit powders like purple sweet potato or pumpkin powder in snow skin mooncakes. This creates not only healthier but also visually appealing products.
3. Themed Mooncakes trends 2026
Another potential trend is theme-based mooncakes, which can spark discussions and attract targeted consumer groups. For example: Mooncakes for dieters with special sugar substitutes; Tropical-inspired mooncakes featuring distinctive fruit flavors; Such concepts would bring freshness and excitement to the 2026 Mid-Autumn season.
Contact our team to discover two more unique mooncake trends 2026.
[Explore the 2025 Instant Noodle Trends here!]
