Better For You Packaged Food in Vietnam

PROSPECTS

Low consumer awareness remains a key challenge for BFY packaged food

BFY packaged food remained a minor category in Vietnam in value terms in 2018. While such products have a reasonably healthy image, consumer awareness of both their availability and specific benefits remains low due to limited distribution and insufficient marketing activities.

Potential for development of new reduced salt products in Vietnam

Vietnamese people tend to prefer savoury flavours, and have historically shown little interest in BFY reduced salt packaged food. As a result, very few leading packaged food manufacturers in Vietnam offered such products in 2018, while consumer awareness of both the existence and health benefits of those reduced salt variants that were available remained low.

COMPETITIVE LANDSCAPE

Perfetti Van Melle leads a highly fragmented competitive environment

Perfetti Van Melle Vietnam Ltd remained the clear leader in BFY packaged food in Vietnam in value terms in 2018. This was due to the commanding lead held by its Mentos brand in sugar-free gum (non-FF).

Dairy producers are well represented in BFY packaged food

Though none held a significant share of overall current value sales, dairy producers continued to be well represented in BFY packaged food in Vietnam in 2018. Prominent dairy companies that offer BFY products include Vietnam Dairy Products JSC (Vinamilk), TH Food Chain JSC, Murray Goulburn Co-operative Co Ltd, Bel Vietnam Ltd and Fonterra Brands (Vietnam) Co Ltd.

New entries likely in reduced fat dairy and sauces, dressings and condiments

Reduced fat dairy and reduced fat sauces, dressings and condiments look set to see competition intensify over the forecast period. Both are expected to attract new entrants as more dairy and sauces, dressings and condiments manufacturers develop BFY variants in response to growing concern about the rising incidence of diet-related health problems such as obesity and diabetes among the Vietnamese population.

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