Health and Wellness in Vietnam
The health and wellness market looked set to see continued growth in Vietnam in 2021, in line with the general rise in consumer health consciousness, which has been bolstered by the experiences of the COVID-19 crisis. The seriousness of the crisis has further stimulated health awareness amongst consumers who have actively sought out products that are perceived to enhance the functioning of the immune system with the hope of combatting the SARS-CoV-2 virus, either by decreasing their susceptibili...
Euromonitor International's Health and Wellness in Vietnam report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Health and Wellness in Vietnam report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Health and Wellness market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
HEALTH AND WELLNESS IN VIETNAM
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Low calorie carbonates products gain more consumer attention
Reduced sugar RTD tea sales remain negligible
Leader puts in another strong performance
PROSPECTS AND OPPORTUNITIES
Better for you beverages is expected to record better performance in the forecast
International players hold stronger position than local rivals
Better for you beverages is expected to show stronger presence across soft drinks categories
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Trend towards beverages fortified with vitamin C and minerals during the COVID-19 crisis
COVID-19 crisis boosts demand for FF plant-based and malt-based hot drinks
Red Bull benefits from extensive distribution and strong marketing support
PROSPECTS AND OPPORTUNITIES
Positive outlook for FF beverages
Key players in soft drinks are likely to introduce more new FF beverages categories
International players play important role in product innovation
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 27 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 28 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 29 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 30 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Further development of health and wellness trend boosts consumer awareness of naturally healthy beverages in Vietnam
The presence of NH RTD tea remains negligible
Players are hesitant about entering NH beverages
PROSPECTS AND OPPORTUNITIES
NH beverages is expected to remain a minor category in the Vietnamese market
Product innovation plays important role in stimulating consumer demand
International players have strongest opportunities for development in NH beverages
CATEGORY DATA
Table 31 Sales of NH Beverages by Category: Value 2016-2021
Table 32 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 33 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 34 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 35 Distribution of NH Beverages by Format: % Value 2016-2021
Table 36 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 37 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic beverages hit by decline in international travel
Organic beverage remains a negligible category
High prices and limited distribution constrain category development
PROSPECTS AND OPPORTUNITIES
Organic beverages expected to remain negligible over the forecast period
Limited activity in organic beverages
Stronger sales of organic beverages via e-commerce
BETTER FOR YOU PACKAGED FOOD IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers show little interest in BFY packaged food
Desire for familiarity an obstacle to development of BFY packaged food
Hope lies with the young
PROSPECTS AND OPPORTUNITIES
Core consumer base economically resilient
Opportunities for reduced sugar packaged food
Growing appreciation of health as well as Westernisation trend set to promote BFY packaged food in the aftermath of the pandemic
CATEGORY DATA
Table 38 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 39 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 40 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 41 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 42 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong performance from packaged tofu and derivatives
COVID-19 crisis dampens growth of non-soy milk alternatives
Fragmented competitive landscape beyond soy milk alternatives
PROSPECTS AND OPPORTUNITIES
Greater consumer education required
Vegan trend provides potential
Retail developments to expose consumers to wider range of free from packaged food
CATEGORY DATA
Table 43 Sales of Free From by Category: Value 2016-2021
Table 44 Sales of Free From by Category: % Value Growth 2016-2021
Table 45 NBO Company Shares of Free From: % Value 2017-2021
Table 46 LBN Brand Shares of Free From: % Value 2018-2021
Table 47 Distribution of Free From by Format: % Value 2016-2021
Table 48 Forecast Sales of Free From by Category: Value 2021-2026
Table 49 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong focus on strengthening the immune system
FF options being seen across growing range of product categories
Intensifying competition
PROSPECTS AND OPPORTUNITIES
Continued diversification of the offer
Expanding range of products targeting various stages of life
Immunity to remain a key focus for FF packaged food
CATEGORY DATA
Table 50 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 51 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 52 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 53 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 54 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 55 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 56 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 57 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 58 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 59 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 60 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 61 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 62 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers not necessary convinced by naturally healthy positioning
Immediate focus on immunity dampens demand
Local players dominate
PROSPECTS AND OPPORTUNITIES
Trend towards natural ingredients
Work needed to take advantage of opportunities
Distribution limited to modern grocery retailing
CATEGORY DATA
Table 63 Sales of NH Packaged Food by Category: Value 2016-2021
Table 64 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 65 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 66 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 67 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 68 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 69 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 crisis presents challenges
Limited distribution magnifies impact of COVID-19 crisis
High prices limit the consumer base for organic products
PROSPECTS AND OPPORTUNITIES
Price will remain a key obstacle to development
Product offer expected to expand
Widening range of options set to appeal to organic food enthusiasts
CATEGORY DATA
Table 70 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 71 Sales of Organic Packaged Food by Category: % Value Growth 2018-2021
Table 72 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 73 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 74 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Low calorie carbonates products gain more consumer attention
Reduced sugar RTD tea sales remain negligible
Leader puts in another strong performance
PROSPECTS AND OPPORTUNITIES
Better for you beverages is expected to record better performance in the forecast
International players hold stronger position than local rivals
Better for you beverages is expected to show stronger presence across soft drinks categories
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Trend towards beverages fortified with vitamin C and minerals during the COVID-19 crisis
COVID-19 crisis boosts demand for FF plant-based and malt-based hot drinks
Red Bull benefits from extensive distribution and strong marketing support
PROSPECTS AND OPPORTUNITIES
Positive outlook for FF beverages
Key players in soft drinks are likely to introduce more new FF beverages categories
International players play important role in product innovation
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 27 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 28 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 29 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 30 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Further development of health and wellness trend boosts consumer awareness of naturally healthy beverages in Vietnam
The presence of NH RTD tea remains negligible
Players are hesitant about entering NH beverages
PROSPECTS AND OPPORTUNITIES
NH beverages is expected to remain a minor category in the Vietnamese market
Product innovation plays important role in stimulating consumer demand
International players have strongest opportunities for development in NH beverages
CATEGORY DATA
Table 31 Sales of NH Beverages by Category: Value 2016-2021
Table 32 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 33 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 34 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 35 Distribution of NH Beverages by Format: % Value 2016-2021
Table 36 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 37 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic beverages hit by decline in international travel
Organic beverage remains a negligible category
High prices and limited distribution constrain category development
PROSPECTS AND OPPORTUNITIES
Organic beverages expected to remain negligible over the forecast period
Limited activity in organic beverages
Stronger sales of organic beverages via e-commerce
BETTER FOR YOU PACKAGED FOOD IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers show little interest in BFY packaged food
Desire for familiarity an obstacle to development of BFY packaged food
Hope lies with the young
PROSPECTS AND OPPORTUNITIES
Core consumer base economically resilient
Opportunities for reduced sugar packaged food
Growing appreciation of health as well as Westernisation trend set to promote BFY packaged food in the aftermath of the pandemic
CATEGORY DATA
Table 38 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 39 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 40 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 41 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 42 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong performance from packaged tofu and derivatives
COVID-19 crisis dampens growth of non-soy milk alternatives
Fragmented competitive landscape beyond soy milk alternatives
PROSPECTS AND OPPORTUNITIES
Greater consumer education required
Vegan trend provides potential
Retail developments to expose consumers to wider range of free from packaged food
CATEGORY DATA
Table 43 Sales of Free From by Category: Value 2016-2021
Table 44 Sales of Free From by Category: % Value Growth 2016-2021
Table 45 NBO Company Shares of Free From: % Value 2017-2021
Table 46 LBN Brand Shares of Free From: % Value 2018-2021
Table 47 Distribution of Free From by Format: % Value 2016-2021
Table 48 Forecast Sales of Free From by Category: Value 2021-2026
Table 49 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong focus on strengthening the immune system
FF options being seen across growing range of product categories
Intensifying competition
PROSPECTS AND OPPORTUNITIES
Continued diversification of the offer
Expanding range of products targeting various stages of life
Immunity to remain a key focus for FF packaged food
CATEGORY DATA
Table 50 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 51 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 52 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 53 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 54 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 55 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 56 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 57 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 58 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 59 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 60 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 61 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 62 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers not necessary convinced by naturally healthy positioning
Immediate focus on immunity dampens demand
Local players dominate
PROSPECTS AND OPPORTUNITIES
Trend towards natural ingredients
Work needed to take advantage of opportunities
Distribution limited to modern grocery retailing
CATEGORY DATA
Table 63 Sales of NH Packaged Food by Category: Value 2016-2021
Table 64 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 65 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 66 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 67 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 68 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 69 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 crisis presents challenges
Limited distribution magnifies impact of COVID-19 crisis
High prices limit the consumer base for organic products
PROSPECTS AND OPPORTUNITIES
Price will remain a key obstacle to development
Product offer expected to expand
Widening range of options set to appeal to organic food enthusiasts
CATEGORY DATA
Table 70 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 71 Sales of Organic Packaged Food by Category: % Value Growth 2018-2021
Table 72 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 73 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 74 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
