Vietnam's sports nutrition market is achieving robust growth in 2026, outpacing many regional peers and confirming its attractiveness as a high-growth opportunity, driven by demographic shifts, urbanisation, rising disposable incomes, and a rapid migration to e-commerce. The expansion of the consumer base—now including more women and older adults alongside urban youth—has prompted both international and local brands to accelerate innovation, particularly in sports protein products, with affordability and product accessibility emerging as decisive factors due to rising global whey prices and inflation. The growing dominance of online retailing has fundamentally changed the competitive landscape, with digital-first and hybrid distribution strategies now essential for brand success. Companies seeking sustained growth must prioritise targeted digital marketing, invest in retail media, and adapt their product portfolios to include cost-effective formats such as sachets, mini-packs, and plant-based alternatives to meet the needs of a wider and increasingly price-sensitive audience.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sports Nutrition industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sports Nutrition in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sports Nutrition in Vietnam?
- Which are the leading brands in Sports Nutrition in Vietnam?
- How are products distributed in Sports Nutrition in Vietnam?
- How has the regulatory and operating environment for Sports Nutrition changed in Vietnam?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Sports Nutrition
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Key Data Insights
Key Industry Trends
E-commerce platforms capture health-conscious buyers with protein powders
Imported whey price surges drive buyers to affordable local alternatives
Chart 1 Value Sales 2021-2031
Chart 2 Value Sales by Category 2026
E-commerce platforms to shape protein sales and consumer choices
Protein powders to dominate as affordable formats expand reach
Chart 1 Forecast Value Sales 2021-2031
Chart 2 Forecast Value Sales by Category 2026-2031
Herbalife defends lead as price shifts open space for local players
Chart 1 Company Shares 2026
Chart 2 Brand Shares 2026
Herbalife sustains lead as online rivals close the gap
Online retailing intensifies competition and reshapes consumer shopping habits
Online-first brands and hybrid models gain ground in protein sales
Chart 1 Retail Channels 2021-2026
Affordability-driven format innovation and demographic targeting reshape protein product design
Plant-based repositioning and digital merchandising reshape product competitiveness
Chart 1 Real GDP Growth 2021-2031
Chart 2 Inflation 2021-2031
Chart 1 Population 2021-2031
Chart 2 Population by Generation 2026
Chart 3 Consumer Expenditure 2021-2031
Country Reports Disclaimer
The following categories and subcategories are included:
Sports Nutrition
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
Sports Nutrition
These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.
See all of our definitionsWhy 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 report originates from Passport, our Sports Nutrition research and analysis database.
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