Executive Summary

Apr 2019
Rising health-consciousness boosts consumption of health and wellness products

People in Vietnam are becoming increasingly health-conscious. Together with growing participation in sports and fitness activities, one of the main manifestations of this trend is rising consumption of health and wellness packaged food and beverages.

FF products continue to gain popularity in Vietnam

One of the main factors underpinning the success of FF products in Vietnam is that their benefits are more apparent to and easily understood by consumers than is the case with other types of health and wellness packaged food and beverages. Moreover, the addition of vitamins and other nutrients or functional ingredients typically does not affect the taste of FF products, whereas in the case of BFY variants taste is to some extent sacrificed to achieve reduced levels of fat, sugar etc.

Vinamilk remains the overall market leader in 2018

Vietnam Dairy Products JSC (Vinamilk) remained the overall leader in health and wellness in Vietnam in value terms in 2018. This company has a longstanding presence in the country, and maintains a wide portfolio of trusted brands that are renowned for their high quality.

Demand for heath and wellness products is concentrated in cities

Towards the end of review period, the increasing popularity of health and wellness products in Vietnam was most evident in major urban centres such as Ho Chi Minh City, Hanoi, Da Nang and Can Tho. This was partly because urban consumers benefited most as economic growth supported rising disposable incomes and improvements in living standards.

Outlook for the forecast period remains positive

The outlook for health and wellness in Vietnam is favourable, with overall retail volume and current value sales projected to grow strongly throughout the forecast period. The positive development of the market will continue to be underpinned by rising health-consciousness, with this trend only likely to gain momentum as improvements in internet connectivity make it easier for consumers to access information about nutrition and healthy dietary or lifestyle habits.

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Health and Wellness in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Health and Wellness 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 Health and Wellness industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness 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 Health and Wellness in Vietnam?
  • What are the major brands in Vietnam?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Vietnam?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Health and Wellness in Vietnam

EXECUTIVE SUMMARY

Rising health-consciousness boosts consumption of health and wellness products
FF products continue to gain popularity in Vietnam
Vinamilk remains the overall market leader in 2018
Demand for heath and wellness products is concentrated in cities
Outlook for the forecast period remains positive

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Better For You Beverages in Vietnam

HEADLINES

PROSPECTS

Consumer interest in BFY beverages remains low
BFY carbonates are the only product type to register significant sales
Increased investment by producers should strengthen interest in BFY beverages

COMPETITIVE LANDSCAPE

Coca-Cola claims the overall lead in BFY beverages in 2018
Presence of local manufacturers remains negligible
Potential for local companies to develop reduced sugar juice and RTD tea products

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Vietnam

HEADLINES

PROSPECTS

Low consumer awareness remains a key challenge for BFY packaged food
Potential for development of new reduced salt products in Vietnam

COMPETITIVE LANDSCAPE

Perfetti Van Melle leads a highly fragmented competitive environment
Dairy producers are well represented in BFY packaged food
New entries likely in reduced fat dairy and sauces, dressings and condiments

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Vietnam

HEADLINES

PROSPECTS

Rising health-consciousness boosts demand for FF energy and sports drinks
Demand for FF malt-based hot drinks slows as RTD products gain popularity
Energy and sports drinks products set to remain dominant in FF soft drinks

COMPETITIVE LANDSCAPE

Suntory PepsiCo continues to lead FF beverages
Competition intensifies in FF sports drinks and FF energy drinks
International players set to remain dominant

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 34 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 35 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 36 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 37 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Vietnam

HEADLINES

PROSPECTS

FF packaged food remains the largest health and wellness category in Vietnam
FF yoghurt continues to perform strongly in 2018

COMPETITIVE LANDSCAPE

Vinamilk maintains its overall lead in 2018
FF packaged food set to become more competitive and fragmented
Investment in educational campaigns needed to strengthen trust in FF products

CATEGORY DATA

Table 38 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 39 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 40 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 41 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 42 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 43 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 45 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 46 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 47 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 48 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 49 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 50 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 51 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Vietnam

HEADLINES

PROSPECTS

Free from dairy milk remains the largest free from category in Vietnam
Awareness of free from gluten and free from lactose products remains low

COMPETITIVE LANDSCAPE

Vinasoy continues to dominate free from packaged food in Vietnam
Competition in free from meat chilled meat substitutes set to intensify

CATEGORY DATA

Table 52 Sales of Free From by Category: Value 2013-2018
Table 53 Sales of Free From by Category: % Value Growth 2013-2018
Table 54 NBO Company Shares of Free From: % Value 2014-2018
Table 55 LBN Brand Shares of Free From: % Value 2015-2018
Table 56 Distribution of Free From by Format: % Value 2013-2018
Table 57 Forecast Sales of Free From by Category: Value 2018-2023
Table 58 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Vietnam

HEADLINES

PROSPECTS

NH beverages continues to benefit from rising health awareness in Vietnam
NH RTD tea set to remain dominant despite recent product safety scandals
NH 100% juice expected to show the fastest development over 2018-2023

COMPETITIVE LANDSCAPE

Tan Hiep Phat remains the overall leader in NH beverages
Competitive environment expected to become more fragmented

CATEGORY DATA

Table 59 Sales of NH Beverages by Category: Value 2013-2018
Table 60 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 62 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 63 Distribution of NH Beverages by Format: % Value 2013-2018
Table 64 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 65 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Vietnam

HEADLINES

PROSPECTS

NH packaged food benefits from growing concern about additives and food safety
NH fruit snacks shows the fastest development
Pricing will be key as companies increase their use of natural ingredients

COMPETITIVE LANDSCAPE

Vinamit remains the overall leader in 2018
Local players continue to dominate NH packaged food

CATEGORY DATA

Table 66 Sales of NH Packaged Food by Category: Value 2013-2018
Table 67 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 68 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 69 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 70 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 71 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 72 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Vietnam

PROSPECTS

High prices and limited distribution restrict demand for organic beverages

Organic Packaged Food in Vietnam

PROSPECTS

Organic packaged food remains a marginal category but has potential for expansion