Free from meat was expected to be amongst the fastest-growing areas of health and wellness packaged food in 2021. In Vietnam, free from meat is comprised almost entirely of tofu and derivatives.
Free from packaged food are essential food types for people who are allergic. For example, those who are lactose intolerant will opt for lactose free products than regular ones.
Apart from soy milk alternatives, the competitive landscapes in free from categories are fragmented, as the free from meat and other milk alternatives categories are recently established in the Vietnamese market. These categories are crowded, with many small brands, most of which are primarily focused on distribution expansion rather than investing in brand building and educating consumers about the product categories.
Although Vietnamese consumers are becoming more knowledgeable about free from options, there was still relatively little awareness of, or demand for free from lactose and free from gluten packaged food in the market in 2021. Demand for such products is still largely confined to those suffering from lactose and gluten allergies or intolerances; thus, value sales remained negligible.
The growing popularity of vegetarian and vegan diets is a global trend that is becoming increasingly notable in the Vietnamese market. The number of people in Vietnam following vegan diets has already become quite large and is expected to continue to grow.
Modern grocery retailers tend to be preferred over their traditional counterparts for free from packaged food products thanks to the relatively wide range of products available through such outlets. Modern grocery retailing was already expanding significantly in Vietnam before the outbreak of COVID-19, with stores becoming accessible not only to consumers in large urban locations but also those in more remote areas.
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Understand the latest market trends and future growth opportunities for the Food Intolerance industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This category includes free from gluten, free from lactose, free from allergens, free from dairy and free from meat products. This excludes foods which are certified ‘free’ of a specific product when this is based on use of sterilised equipment.See All of Our Definitions
This report originates from Passport, our Food Intolerance research and analysis database.
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