Vietnam’s Well being Nutritional supplement Marketplace: Tendencies, Alternatives, Market place Entry

Vietnam’s overall health health supplement market place is seeing a immediate increase because of to the country’s need for wellbeing-similar and personal treatment solutions. In this report, Vietnam Briefing provides an overview of the wellbeing complement current market together with market motorists, issues, and market entry solutions and specifications for buyers.

Vietnamese wellness items have started off to see a speedy improve recently in comparison to its regional peers.

Over the past two decades, there have been considerable adjustments in Vietnam’s wellness health supplement (also recognized as dietary foods or purposeful foods). Dependent on a report from the British Chamber of Commerce in August 2021, the overall industry value of the regional wellness nutritional supplement current market reached US$562.9 billion, with a advancement charge of 13 p.c. And the calendar year-on-calendar year (y-o-y) normal expansion fee of the market is envisioned to be 20 per cent in the following 10 years.

Rising personalized disposable cash flow and improved wellbeing awareness

Vietnam possesses 1 of the quickest-increasing center-money and affluent courses in Southeast Asia. In accordance to the Planet Lender, in 2020, Vietnam’s GDP for each capita was US$2,785 though the federal government will attempt to achieve GDP advancement of up to 6.5 % in 2022. This is envisioned to have a beneficial outcome on customer investing and travel the need for items that can go over the nutritional deficit.

Even more, with a populace of somewhere around 97 million persons, much more than 8 million of whom are more than the age of 65, the demand for healthcare health supplements in Vietnam has expanded substantially in current yrs. The nearby populace is getting to be far more knowledgeable of well being challenges, avoidance by way of the use of dietary foods solutions to ease ailments these types of as substantial blood stress, diabetic issues, weight problems, and cardiovascular sickness which have increased.


Self-medication has been regarded as a frequent problem in Vietnam. The self-treatment price has ranged from 40 % to 60 p.c in rural regions and up to 76 % in urban parts. This apply is favored due to the lax administration of about-the-counter drugs and the growing charge of healthcare providers.

The charge of paying out for healthcare examination and treatment services from the pocket of individuals is at 43 percent, very significant as opposed to lots of nations around the world in the earth. This is linked to the truth that wellbeing insurance policies resources have not but coated the complete assortment of wellbeing treatment desires and products and services though the amount of financial protection is restricted.

Overseas makes trustworthy much more than domestic kinds

The growing demand for health and fitness supplements has resulted in increased usage of imported products and solutions as folks have a tendency to rely on these brand names much more than domestic ones. Foreign brands tend to be positioned in the premium section to draw in mid-to-higher-end buyers, whilst community models generally focus on the mass industry.

Even more, foreign gamers are a lot more energetic in non-natural or regular dietary supplements, when local players are additional active in herbal/traditional/curing items. Imported products account for 40 per cent of the market, indicating that locals are more open to striving foreign brands.

Herbal wellbeing health supplements most popular

In Vietnam, organic, common, and curing nutritional supplement products and solutions accounted for far more than 70 p.c of the sector in 2021.  It has been forecast that natural nutritional supplements will keep on to dominate the wellness complement market place.

The superior prevalence of herbal nutritional supplements in the beauty and personal treatment sector has also pushed the health dietary nutritional supplements marketplace in Vietnam. This is since persons believe that herbal or common items have a lot less or no facet outcomes than typical items created from normal substances.

Ginseng is the most well-known natural nutritional dietary supplement in Vietnam, and it is predicted to enhance fast because it boosts the immune technique, which is a important problem in the context of the pandemic.

Domestic players dominate

Herbalife, Trafaco JSC, Amway Vietnam Ltd, Nu Pores and skin Vietnam Co Ltd, and Hau Giang Pharmaceutical JSC are the top rated five wellness complement corporations in Vietnam. Even so, the bulk of the best organizations have considerably less than 5 percent of the marketplace, which demonstrates that the Vietnam health supplement sector is extremely aggressive as the selection of establishments amplified to 3,108 with 11,127 goods in 2021.

In addition, much more than 70 p.c of the health and fitness nutritional supplements eaten in the current market are domestically manufactured products. The remaining 20 percent are imported from properly-regarded markets these kinds of as the US, Germany, Canada, South Korea, Japan, and so on.

While domestic solutions even now dominate with a 70 percent marketplace share, numerous huge overseas manufacturers have invested appreciably to grow the market such as Cheing Kwan Jang, Pharmaton, IMC, and so on. With advantages in technological innovation, product or service high quality, inspection, and a stringent manufacturing process, these are formidable competitors that are most likely to promptly dominate the sector in the close to potential.

It is worthy of noting that, below Decree No. 15/2018/ND-CP, all functional food stuff manufacturing institutions should fulfill Very good Producing Techniques (GMP). GMP is a process that ensures goods are created as for every top quality criteria. In 2020, far more than 200 factories fulfilled or exceeded GMP necessities.


Apart from high desire among older grown ups, the proportion of people today consuming health nutritional supplements has enhanced to 58.5 p.c for the inhabitants around the age of 18, many thanks to the publicity of the positive aspects of these goods through the internet and health and fitness-targeted media.

In addition, the Vietnam Affiliation of Purposeful Foods (VAFF) – which is a social occupation corporation of Vietnamese organizations, institutions and business people – has not only signed cooperation agreements with domestic organizations these as the Food Security Section (Ministry of Wellness), the Department of Opposition Management (Ministry of Sector and Trade) but is also a member of the ASEAN Alliance of Wellbeing Nutritional supplement Associations (AAHSA) and the Global Alliance of Dietary/Food items Supplement Associations (IADSA). 

These types of agreements will allow for Vietnam accessibility to extensive regional and worldwide abilities attracting investors who can position their regional or world wide manufacturing and investigate and growth services in the nation

VAFF maintains the connection by exchanging facts and updating new details about wellbeing health supplements with markets these types of as the US, China, Japan, and the EU, specifically about legal files, benchmarks, and new products and solutions to maintain up with new traits and quality for the Vietnamese industry.


Though the overall health health supplement sector has quickly developed, the policing of unlawful items is a obstacle for the authorities. Community and worldwide organizations should contend with substandard and illegal products which can be additional captivating because of to lessen rates.

Even more, there are numerous deceptive statements in adverts on on line platforms these types of as Zalo, Facebook, and Youtube. With superior demand from customers consumers generally don’t trouble to verify statements or are unaware of the origin of products.

Government restrictions have also been unable to hold up with bogus promoting strategies.

Industry entry strategy

Foreign brands of wellbeing nutritional supplements could enter the Vietnamese current market via a regional distributor or by setting up a investing corporation.

In phrases of moving into by way of a local distributor, selecting the suitable partner can make or crack a company’s investment strategy, and is understandably a resource of issue for most executives. Thus, the initial and most critical condition to take into consideration is that the area spouse must be granted a organization license for trading the investor’s items.

If the investor has established up investing company within just Vietnam, they ought to be informed of the risks and sure demands. Considering that the health and fitness nutritional supplement field is a conditional sector, traders ought to be informed of the pursuing crucial necessities:

  • application for an investment decision registration certification
  • application for a small business registration certification and
  • application for a license to market functional meals.

In both of those instances, to distribute health nutritional supplements in Vietnam, enterprises have to have out techniques for merchandise declaration and ought to guarantee that their solutions comply with the labeling and overall health and security needs.

In addition, the Certification on Fulfillment of Standards on food items cleanliness and safety will have to be received, when all benchmarks regarding wellness, protection, and hygiene need to be maintained as prolonged as the enterprise is in operation.


The health health supplement marketplace is a promising field not only for producers but also for customers. However, problems about basic safety expectations and ads are the primary fears for buyers. Nonetheless, with a neighborhood populace that is ever more mindful of health hazards alongside with a sizeable inhabitants that is over 65, there are a number of prospects for investors as the sector is only envisioned to develop.

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