HÀ NỘI — Fast-food chain KFC remained Việt Nam's strongest food and beverage (F&B) brand for a fourth consecutive year, while the gap between leading brands and lower-ranked competitors widened, according to a new report by market research firm Decision Lab.

KFC's performance stood out in a year when most brands in the top 10 recorded declines, suggesting that maintaining consumer trust and perceptions of quality and value has become an increasingly important competitive advantage.

"Holding the top position for the fourth consecutive year reflects the trust Vietnamese consumers have placed in us over the years," KFC Vietnam General Director Sibojyoti Chatterjee said in a statement.

Jollibee was the biggest mover in the rankings, as it climbed to second place from its fourth-place spot in the previous year. 

Jollibee's rise narrowed the gap with KFC and highlighted intensifying competition within Việt Nam's quick-service restaurant segment, the report said.

The ranking also featured Highlands Coffee, Trung Nguyên Legend, Lotteria, McDonald’s, Phuc Long Coffee and Tea and The Coffee House among the 10 strongest F&B brands.

Decision Lab's Best F&B Rankings 2026, based on consumer surveys conducted between March 1, 2025 and February 28, 2026, showed a more competitive market environment, with seven of the top 10 brands recording lower scores than a year earlier.

The rankings measure overall brand health using an index derived from six consumer perception metrics: impression, quality, value, satisfaction, recommendation and reputation.

Decision Lab said the 2026 rankings suggest F&B brands are operating in an increasingly competitive market, where maintaining positive consumer perceptions has become more challenging.

The firm said companies need to look beyond their ranking positions and understand the factors shaping consumer sentiment, including perceptions of price, quality, service and overall customer experience.

"The 2026 rankings show that brand health in the food and beverage sector cannot be taken for granted," said Decision Lab chief executive Thue Quist Thomassen.

"Consumers do not evaluate brands on a single dimension. Their perceptions are shaped by repeated interactions with pricing, quality, service, customer experience, reputation and their willingness to recommend a brand to others," he said.

Thomassen added that brand health serves as an important indicator for businesses, helping them assess whether their customer experience and market position are improving, weakening or becoming more vulnerable over time. — BIZHUB