Dietary Supplements in Vietnam

PROSPECTS

Dietary supplements becoming more attractive for both manufacturers and consumers

Dietary supplements received a great deal of attention from both consumers and manufacturers over the review period. With regard to consumers, the main purchasers of dietary supplements are those over 40 years of age who suffer from common diseases such as diabetes, vestibular disorders, kidney or heart failure.

Herbal/traditional dietary supplements remain the most popular

In 2018, herbal/traditional dietary supplements remained the most popular products as consumers view them as safer than non-herbal alternatives, particularly when taken over a long period of time. Haugiang Pharmaceutical recorded a strong performance in the category in 2018 because most of its products are made from herbal/traditional ingredients.

COMPETITIVE LANDSCAPE

Amway continues to lead a fragmented category

In 2018, Amway continued to lead dietary supplements in Vietnam, followed by Herbalife. Their positions can be attributed to their reputations for offering high quality products.

New players starting to invest in dietary supplements

As dietary supplements has become a more attractive category for both consumers and manufacturers, more and more companies have started to invest in improving the quality of their existing products and launching new ones. Over the review period various companies, such as Amway, Herbalife, Tiens and Haugiang Pharmaceutical, expanded the scale of their business in Vietnam so as to respond to rising demand from local consumers.

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