The article highlights the future outlook and trends of the dairy market in Vietnam. It is expected that the growth rate of dairy market sales will decrease due to high per capita milk consumption and a declining birth rate. Despite a decrease in the prices of raw milk powder, companies will face challenges such as decreasing revenue growth and increased expenses from competition. The dairy industry experienced a decrease of 2.8% YoY in Q1-2024, and it is predicted to achieve positive YoY domestic growth only in H2-2024. The value of the dairy market is expected to grow at a CAGR of 3.4%/year in the 2023-28 period, which is less than the growth rate in the 2017-2022 period. There is a shift in consumer behavior towards expensive, healthier dairy products, with a growing middle and well-off class, especially in rural areas. The article also notes a trend among Vietnamese consumers to favor high-end dairy products over the popular segment, leading to changes in market dynamics and strategies by companies to maintain their market share.