Naturally healthy beverages has a relatively small presence in the Vietnamese market due to low consumer awareness and interest. Although RTD tea, particularly green tea, is quite strong in Vietnam, most RTD green tea contains sugar.
One of the factors that constrains higher growth of NH fruit/vegetable juice and NH green tea in Vietnam is the wide availability of fresh fruit juice and fresh green tea in the country. As consumers can easily purchase both in the marketplace at an affordable price, they do not have a significant need for naturally healthy packaged beverages.
Players are hesitant to join NH beverages as the market is still quite small in Vietnam despite the increasingly prominent health and wellness trend. NH beverages products are not attractive to a large proportion of the population due to perceptions that they have an unappealing taste.
While NH beverages generates more sales than organic beverages or BFY products in Vietnam, the category does not generate as much interest as naturally healthy beverages that also contain fortified/functional attributes. Nevertheless, over the forecast period, NH beverages is expected to continue to benefit from consumers’ rising health consciousness.
Product innovation has the potential to play an important role in stimulating consumer demand for NH beverages. Improving the taste of NH beverages products would be a key step forward for many consumers.
Both international and local players are active in NH beverages in Vietnam, in a landscape that remains quite fragmented, with multiple players competing in most categories. The relatively high level of fragmentation also reflects the fact that most companies are active in just one or two categories.
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Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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