要点
- 在与品牌目录相对应的四组税则号上，美国自越南进口的消费品从 2019 年的 4.197 亿美元增至 2025 年的 13.2 亿美元，增幅 215%。
- 个人护理是其中增长最快的部分，而六年前几乎不存在：2019 年 1390 万美元，2025 年 1.561 亿美元，其中仅护肤一项就从 80 万美元增至 6100 万美元。
- 蜡烛仍是最大的单一品项，达 6.224 亿美元，超过个人护理、糖果和烘焙三者之和，所以一张按类目汇总的图表，实际上是一张关于单一产品的图表。
- 2026 年上半年相对 2025 年上半年增长 2%，而同期越南输美的全部货物增长 40%。这个持平数字背后的各个类目，走势正好相反。
Vietnam FMCG exports to the United States are recorded consignment by consignment, in tariff lines that US Customs publishes through the Census Bureau. Six years of that record describes what Vietnam actually ships to American shelves better than any brochure does, because nobody files a customs entry in order to make a point. Read from 2019 through 2025 and then into the first half of 2026, it says three things at once: the trade tripled, it is still small, and this year it stopped growing.
The tariff has no heading called fast moving consumer goods, so any total is a choice of lines. The figures below use four groups picked to match what a branded consumer catalogue actually contains: personal care, home care, confectionery and bakery, and sauces, drinks and coffee. A reader who picks different lines will get a different total, which is why the lines are named throughout rather than rolled into an unexplained aggregate.
Three times larger, and still small
Those four groups came to 419.7 million dollars in 2019 and 1,320.2 million in 2025, a rise of 215%. It is a real expansion by any reading, and it is worth putting beside the other number in the same dataset: all Vietnamese goods entering the United States went from 66.4 billion dollars to 193.9 billion across the same six years, a rise of 192%.
The four groups do not carry equal weight, and the ranking is not the one a catalogue would predict. Home care was 660.7 million dollars of the 2025 total, sauces, drinks and coffee 353.4 million, personal care 156.1 million, and confectionery and bakery 150.0 million. The bottom two sit within six million dollars of each other while the top one is more than four times either, so what matters in that list is less the order than the distance between the first line and everything below it.
So consumer goods grew a little faster than the country's exports as a whole, and from a base so much smaller that the share barely moved, from roughly 0.63% of everything Vietnam sent to the United States in 2019 to roughly 0.68% in 2025. Vietnam's export boom into America is a boom in machinery, electronics and furniture. The consumer aisle rode alongside it rather than driving it, and anyone reasoning from the headline trade figure to the size of the FMCG opportunity will overstate it by two orders of magnitude.
The rise was also not steady, and the annual path is worth following rather than reading off its endpoints. The basket went from 419.7 million dollars in 2019 to 556.7 million in 2020 and 838.4 million in 2021, which is most of the six year gain arriving in two years. Then it very nearly stopped: 892.9 million in 2022 and 915.6 million in 2023, two years in which the whole trade moved less than 23 million dollars. It resumed at 1,090.5 million in 2024 and 1,320.2 million in 2025.
Anyone who took a growth rate off 2019 and 2025 and planned against it would have been describing a trend that did not exist for two of the six years. That matters for reading the 2026 half year further down, because a basket that has already sat still once for two years and then resumed is a basket whose flat spells do not settle anything on their own.
Personal care went from nothing to the fastest thing in the basket
Six years ago Vietnam barely sold personal care to the United States. Skincare, perfumery, hair products, oral care and soap together came to 13.9 million dollars in 2019. In 2025 the same lines came to 156.1 million, eleven times larger, and the first half of 2026 is running 93% ahead of the first half of 2025. Nothing else in the basket is moving at that rate.
The detail matters more than the total. Beauty and skincare preparations went from 0.8 million dollars to 61.0 million. Soap went from 0.7 million to 23.4 million, and in the first half of 2026 alone it is running 382% ahead of the year before. Perfumes and toilet waters were not recorded at all against Vietnam in 2019 and reached 19.1 million in 2025. These are not commodity flows finding a new destination. They are categories that did not exist as an export six years ago.
Not every line inside the group moved. Hair preparations went from 0.2 million dollars to 2.5 million and remain small in absolute terms. Oral and dental hygiene reached 6.0 million in 2025 and then fell 43% in the first half of 2026. A group growing elevenfold can still contain lines going nowhere, which is the argument for reading the tariff line a product actually enters under rather than the category it is filed beside in a catalogue.
Candles are the largest single thing in the basket
Home care looks like the biggest group at 660.7 million dollars in 2025, up from 286.5 million in 2019. Almost all of it is one line: candles, at 622.4 million, which is 94% of the group and larger than personal care, confectionery and bakery added together. Vietnam sells more candles to the United States than it sells skincare, soap, perfume, biscuits, cakes, sweets, chocolate and instant noodles combined.
That single fact distorts every chart drawn at category level, and it is worth stating plainly because the distortion runs the wrong way for a buyer. Washing preparations and surface active agents, the products most people picture when they read home care, actually fell over the six years, from 14.5 million dollars to 10.9 million. Insecticides and disinfectants reached 27.4 million in 2025 and then dropped 62% in the first half of 2026. Home care as a heading is growing. Home care as a set of products a supermarket would recognise is not.
The first half of 2026 breaks the pattern
Comparing half a year against a full one produces nonsense, so the comparison here is the first six months of 2026 against the first six months of 2025. On that basis the four groups went from 594.9 million dollars to 604.5 million, a rise of 2%. Over the same two half years, everything Vietnam sold into the United States went from 88.3 billion to 123.2 billion, a rise of 40%.
A basket growing 2% inside a trade growing 40% is the most interesting number in the dataset, and the composition is more interesting still. Personal care rose 93% and sauces, drinks and coffee rose 15%, while home care fell 12% and confectionery and bakery fell 21%. The flat total is not a flat market. It is two halves of a basket moving hard in opposite directions and cancelling each other out.
One half year is not a trend, and it would be wrong to read a turning point into six months of entries. Customs values also move for reasons that have nothing to do with demand, including tariff changes, front loading ahead of an expected duty, and the ordinary lumpiness of a trade where a handful of large shipments can carry a whole line. The honest statement is narrower: the divergence is large enough to be worth watching, and the direction of each group is worth knowing before anyone plans against last year's growth rate.
What the split is telling a buyer
The lines still growing in 2026 share a shape. Juices, a heading that carries coconut water, went from 22.5 million dollars in 2019 to 199.4 million in 2025 and is still up 28% in the first half of this year. Coffee and tea extracts, which is instant coffee, went from 15.5 million to 48.9 million and are up 36%. Skincare and soap are up 86% and 382%. These are formulated products sold in small consumer units under someone's brand. What they have in common is that the recipe, the pack and the label are part of what is being bought, so the supplier is not competing on the price of a tonne of anything. That is the position every exporter says it wants, and these lines are the ones where the customs record shows Vietnamese firms actually holding it.
The lines falling share a different shape. Instant noodles reached 77.3 million dollars in 2025 and fell 38% in the first half of 2026, a pattern our earlier piece on Vietnam instant noodle exports looked at from the tonnage side. Bakery and biscuits fell 16%, candles fell 7%, soups and broths fell 7%. These sit closer to volume manufacturing, where the buyer is choosing on landed cost and the work moves to whoever is cheapest this year.
The practical instruction that falls out of this is small and worth following. Ask a supplier which tariff line their product actually enters the United States under, and look that line up before the first order rather than after it. A product filed under a heading that grew 93% last half year and a product filed under one that fell 21% are in different businesses, whatever the sales deck says they have in common, and the tariff line is the one description of a product that a customs officer and a competitor both have to agree with.
What these figures do not tell you
Everything above rests on US Census Bureau trade statistics, the official record of what cleared US customs rather than what anyone reports having sold. The series here runs complete through June 2026. That provenance is the reason to trust the shape of the record, and also the reason to be careful at its edges, because a customs entry answers a customs question and not a commercial one.
Three limits belong with every number in this piece. Customs value is the value at the foreign port, so it excludes freight, insurance and duty: it is not what the goods cost a US importer at the door, and a landed cost built from it will come in low. General imports count what arrived, including what went straight into a bonded warehouse, so they are not the same as what cleared into consumption in the same period. And a four digit heading is a coarse instrument: juices carries coconut water alongside every other fruit juice, so no aggregate at this level can tell you which brand or which factory moved, only that the heading did.
None of that undermines the shape of the record, and the shape is what a sourcing decision needs. A category that multiplied elevenfold did so whichever way the freight was counted. What the caveats do is set the limit of the claim: this data tells you which doors are opening, and it cannot tell you who is walking through them. For that you go back to the specification, the factory and the sample, which is where our product catalogue starts rather than ends.
常见问题
How large are Vietnam FMCG exports to the United States?
On the four groups of tariff lines used here, 1,320.2 million dollars in 2025, up from 419.7 million in 2019. That is about 0.68% of everything Vietnam sold to the United States that year, so it is a fast growing trade but a small share of a very large total.
Which category is growing fastest?
Personal care, which went from 13.9 million dollars in 2019 to 156.1 million in 2025 and is running 93% ahead in the first half of 2026. Within it, skincare went from 0.8 million to 61.0 million and soap from 0.7 million to 23.4 million.
Why did growth stall in 2026?
The first half of 2026 was 2% above the first half of 2025, against 40% growth for all Vietnamese goods. Inside that flat figure, personal care rose 93% and drinks 15%, while home care fell 12% and confectionery and bakery fell 21%. Six months is not a trend, and customs values also move with tariff timing and shipment lumpiness.
Where does the data come from and can I check it?
The US Census Bureau International Trade API, imports time series by HS code, country code 5520 for Vietnam, pulled on 5 August 2026. Request month 12 for a calendar year and month 6 for the year to date. Access is free with a registered API key.
Is customs value the same as what an importer pays?
No. General customs value is the value at the foreign port and excludes freight, insurance and duty, so landed cost is higher. General imports also count goods that arrived into bonded warehouses rather than only those cleared into consumption.
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