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Consumer Health in
Vietnam

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Executive Summary

Oct 2019
Strong economy and stronger demand boost value growth of consumer healthcare in Vietnam by higher double digits in 2019

In 2019, all categories of consumer healthcare saw strong value growth in Vietnam, as consumers throughout the country not only became more aware of the various products available to them and conscious of their benefits, but also had more income with which to purchase them due to Vietnam’s very strong and growing economy. Most major categories exhibited double-digit growth over the year, and only a few categories, for example sleep aids, saw slower growth than in the previous year.

Newly adopted government regulations, restrictions and inspections disrupts the stability of dietary supplements

Vitamins and dietary supplements is the largest consumer healthcare category in Vietnam, and within that category OCT and herbal/traditional dietary supplements have been seeing the most change due to the government’s attempt to exercise better control over the sourcing, advertising and food safety practices relating to these products’ production. The Ministry of Health is applying stricter regulations governing dietary supplements due to the proliferation of counterfeit and substandard products being advertised and sold in many channels, especially by internet retailers.

Domestic players stand out among the many leading international players due to their command of herbal/traditional products, the largest healthcare category

International companies such as Abbott, Herbalife, GSK Healthcare and Sanofi-Aventis hold most leading positions in consumer healthcare and particularly OTC, based on their high brand recognition, wide distribution and strong relationships with Vietnam’s major distribution channels. However, two domestic companies stand out among the top 10 consumer healthcare players in Vietnam, where the competitive landscape is highly fragmented and becoming increasingly competitive for both existing and new players.

In thriving economy with widening distribution, all channels perform well, with direct selling and internet retailing largely generating the highest growth

Distribution of consumer healthcare is widespread and growing in Vietnam’s strong economy. The majority of OTC drugs from major international players are sold in chemists/pharmacies in urban areas, whereas herbal/traditional products, the larger category, is available in chemists/pharmacies, direct selling and drugstores/parapharmacies throughout the country as they are the most highly demanded by Vietnamese of all income and educational levels in urban, suburban and rural areas.

Driven by recurring and ongoing factors, consumer healthcare is set to post higher value growth over the forecast period

Over the forecast period, very little improvement in Vietnam’s air pollution problem, ongoing and possibly worsening heat and humidity exacerbated by global warming, unabated demand for remedies to relieve stress-related headaches, digestive problems and sleep disorders and rising interest in health-enhancing products such as herbal/traditional dietary supplements should result in stronger value growth for consumer healthcare in Vietnam. Coming from a lower base, and in line with the latest health and wellness trends, sports nutrition and weight management products will again see the highest growth and consumers will continue to opt for herbal/traditional products over synthetic ones.

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Consumer Health in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Health industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Vietnam for free:

The Consumer Health in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Health in Vietnam?
  • What are the major brands in Vietnam?
  • What are the main trends in OTC Healthcare?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Consumer Health in Vietnam

EXECUTIVE SUMMARY

Strong economy and stronger demand boost value growth of consumer healthcare in Vietnam by higher double digits in 2019
Newly adopted government regulations, restrictions and inspections disrupts the stability of dietary supplements
Domestic players stand out among the many leading international players due to their command of herbal/traditional products, the largest healthcare category
In thriving economy with widening distribution, all channels perform well, with direct selling and internet retailing largely generating the highest growth
Driven by recurring and ongoing factors, consumer healthcare is set to post higher value growth over the forecast period

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

NRT Smoking Cessation Aids in Vietnam

PROSPECTS

NRT Smoking Cessation Aids in Vietnam

PROSPECTS

Analgesics in Vietnam

HEADLINES

PROSPECTS

Stressful lifestyles help sustain strong demand for analgesics
Adult acetaminophen just starting to see slower growth as more consumers become aware of the risks of abusing paracetamol
Topical analgesics/anaesthetics benefits from increased engagement in sports and other rigorous physical activity

COMPETITIVE LANDSCAPE

Leading player GSK Consumer Healthcare boosts its share with Panadol Extra
Despite their brands’ higher prices, international players maintain the lead
Domestic brands struggle to gain traction, but government support is providing a distribution edge in the hospital channel

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Cough, Cold and Allergy (Hay Fever) Remedies in Vietnam

HEADLINES

PROSPECTS

High and unabated air pollution significantly contributes to respiratory problems and drives demand for cough, cold and hay fever remedies
Trending demand for syrup inspires a number of new launches
Combination products continue to be the most popular

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare gains the lead over Sanofi-Aventis, boosted by a respiratory health conference its parent company initiated in 2018
International brands lead for myriad reasons, consumer trust being a major one
Domestic company Nam Ha Pharmaceutical strengthens its position in nasal sprays, where it holds the dominant value share

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Vietnam

HEADLINES

PROSPECTS

Hot weather contributes to a host of conditions calling for dermatologicals, but stress and unhealthy lifestyles create more need for haemorrhoid treatments
Haemorrhoid treatments sees greater growth as a large proportion of the population suffers from this condition
Demand for vaginal antifungals increases as yeast infections increase, but women still prefer to consult with a doctor before buying an OTC remedy

COMPETITIVE LANDSCAPE

Janssen-Cilag maintains its lead strong brand recognition, distribution and marketing
Popular brands from four international companies account for nearly half of all sales
Domestic brands have difficulty competing with major international brands

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 28 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Vietnam

HEADLINES

PROSPECTS

Aging, higher awareness of benefits and greater ability to afford products combine to boost demand for dietary supplements
Government takes strong action to reduce supply of counterfeit and substandard dietary supplements in the country
Herbal/traditional dietary supplements continues account for the largest share of value sales, as Vietnamese prefer them to non-herbal alternatives

COMPETITIVE LANDSCAPE

Increased regulation challenges manufacturers of dietary supplements, causing some to look towards developing products in other categories
In a leadership landscape characterised by international and domestic players, direct sellers have the most strength
Dietary supplements attracts great interest and a host of new players, making the competitive landscape more challenging for both new and existing players

CATEGORY DATA

Table 29 Sales of Dietary Supplements by Category: Value 2014-2019
Table 30 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 31 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 32 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 33 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 34 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 35 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Vietnam

HEADLINES

PROSPECTS

Ongoing digestive problems will sustain demand, but growth is expected to stabilise as many consumers start taking probiotic supplements for alleviation
Governmental efforts to encourage more cautious dining and food purchases may lead to slower growth for indigestion and heartburn remedies
Increased travel leading to greater demand for motion sickness remedies

COMPETITIVE LANDSCAPE

Sanofi-Aventis maintains its lead on the strength of its brand recognition, wide distribution and strong relationships with pharmacies
International brands account for the majority of sales, benefiting from consumer confidence in their products
Domestic brands look to expanded distribution as the best way to gain traction

CATEGORY DATA

Table 36 Sales of Digestive Remedies by Category: Value 2014-2019
Table 37 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 39 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 40 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 41 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Eye Care in Vietnam

HEADLINES

PROSPECTS

Demand for standard eye remains as high as ever, but allergic reactions to air pollution results in higher growth for allergy eye care in 2018 and 2019
Increasing number of allergic reactions requiring allergy eye care is largely attributed to air pollution on top of seasonal pollination
As contributing factors are not expected to change, eye care is set to see stronger growth over the forecast period

COMPETITIVE LANDSCAPE

Rohto-Mentholatum maintains is lead in eye care with wide and strong advertising
With so many strong advantages, international brands attract the most consumers despite their higher prices
Lacking expertise and financial resources, local players are unable to gain traction in eye care

CATEGORY DATA

Table 42 Sales of Eye Care by Category: Value 2014-2019
Table 43 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 44 NBO Company Shares of Eye Care: % Value 2015-2019
Table 45 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 46 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 47 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Vietnam

HEADLINES

PROSPECTS

Vietnamese continue to prefer herbal/traditional products over those with synthetic ingredients, for a number of reasons
Companies see the aging population as fertile ground for dietary supplements
New requirements for launching new herbal combinations lead some players to consider development products in other healthcare categories

COMPETITIVE LANDSCAPE

This highly fragmented category is characterised by many unbranded or unpackaged, traditional herbs/herbal combinations offered by small players
Local company launches a product to support people with diabetes and pre-diabetes
Interest in herbal/traditional products prompts efforts to improve quality and to launch new products

CATEGORY DATA

Table 48 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 49 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 50 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 51 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 52 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 53 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

Paediatric Consumer Health in Vietnam

HEADLINES

PROSPECTS

Increasing use of the internet is boosting parents’ awareness of the risks and benefits associated with using paediatric consumer health products
High infertility and low birth rates set to diminish growth prospects for paediatric consumer health
Warnings about abusing paracetamol prompt health-conscious and informed adults to use paediatric acetaminophen, boosting sales

COMPETITIVE LANDSCAPE

Laboratoires UPSA maintains its lead on the strength of its Efferalgan brand of paediatric acetaminophen
International companies still hold the top three positions, with strength in paediatric analgesics and cough/cold remedies
Haugiang Pharmaceutical brands have strength in paediatric acetaminophen, but purely domestic brands still struggle

CATEGORY DATA

Table 54 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 55 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 56 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 57 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 58 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 59 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 60 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sleep Aids in Vietnam

HEADLINES

PROSPECTS

Government restrictions on sales and loss of consumer confidence in the safety of sleep aids is causing ongoing slowdown of growth
Stress at work and in general is a major contributor to demand for sleep aids
Preference for herbal/traditional sleep aids is an ongoing trend

COMPETITIVE LANDSCAPE

Sanofi-Aventis maintains its lead in OTC sleep aids due to the strong reputation and widespread availability of its Stilnox brand
Dietary supplements that help induce sleep are increasingly promoted as an alternative to OCT sleep aids
Domestic companies offering herbal/traditional sleep aids account for the majority of sales

CATEGORY DATA

Table 61 Sales of Sleep Aids: Value 2014-2019
Table 62 Sales of Sleep Aids: % Value Growth 2014-2019
Table 63 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 64 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 65 Forecast Sales of Sleep Aids: Value 2019-2024
Table 66 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Sports Nutrition in Vietnam

HEADLINES

PROSPECTS

Sports nutrition increasingly appeals to sports and fitness aficionados determined to improve their health, strength and overall physical appearance
Widely available with known benefits, sports protein powder remains the only category of sports nutrition with notable presence in Vietnam
Low demand and high pricing account for why the category remains relatively small

COMPETITIVE LANDSCAPE

International brands On and MuscleTech, the most known and best distributed sports nutrition brands, account for nearly two thirds of the sales
Major consumer health player Herbalife steps into the arena with Herbalife 24
Distribution is so far limited to variety stores and other non-grocery retailers like gyms in urban areas, but internet retailing keeps gaining traction

CATEGORY DATA

Table 67 Sales of Sports Nutrition by Category: Value 2014-2019
Table 68 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 69 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 70 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 71 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 72 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Vietnam

HEADLINES

PROSPECTS

Aging population, rising incomes and living standards are playing a large role in increasing demand for vitamins
Vitamins C and E see increased demand, with vitamin E benefiting from consumers’ increased interest in its ability to improve skin and hair
Sales of unauthorised vitamins negatively impacts growth, but government is taking steps to curb the practice by imposing taxes

COMPETITIVE LANDSCAPE

Direct sellers are increasingly challenging the leading player, Tradewind Asian
Increased demand for sports nutrition and weight management products could temper the growth momentum for vitamins
International brands of vitamins prevail in highly fragmented landscape

CATEGORY DATA

Table 73 Sales of Vitamins by Category: Value 2014-2019
Table 74 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 75 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 76 NBO Company Shares of Vitamins: % Value 2015-2019
Table 77 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 78 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 79 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Wound Care in Vietnam

HEADLINES

PROSPECTS

Increase participation in sports and related activities coupled with growing population drives growth for wound care
Sticking plasters/adhesive bandages in the only wound care category that generates significant sales
Wound care is set to grow, largely supported by population growth and increased engagement in physical activities

COMPETITIVE LANDSCAPE

Urgo Healthcare Products strengthens its lead with innovative use of social media platforms to promote its products
International players have greater advantages with which to compete, so local players have little opportunity to gain traction in wound care

CATEGORY DATA

Table 80 Sales of Wound Care by Category: Value 2014-2019
Table 81 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 82 NBO Company Shares of Wound Care: % Value 2015-2019
Table 83 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 84 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 85 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Vietnam

HEADLINES

PROSPECTS

Rising obesity levels and higher concern with physical appearance drive increased demand for weight management and wellbeing products
Consumers wary of side effects of some weight management products but choose not to improve their diet and exercise opt for meal replacement products instead
Supplement nutrition drinks are increasingly popular with aging population

COMPETITIVE LANDSCAPE

Dominant in supplement nutrition drinks, Abbott Vietnam maintains the lead in weight management and wellbeing overall
Herbalife’s meal replacement brand Herbalife Nutrition sees the fastest growth
Having less financial resources and narrow distribution, local brands continue to struggle in this category

CATEGORY DATA

Table 86 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 87 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 88 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 89 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 90 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 91 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024