Table of Content

Health and Wellness in Vietnam
Euromonitor International
February 2020

LIST OF CONTENTS AND TABLES

Executive Summary
Rising Health-consciousness Linked To Rising Incomes and Growing Awareness of Nutrition
Fortified/functional Benefits From Clear Positioning and Growing Affluence
Vinamilk Benefits From Strength in Ff Dairy and Wide Range of Trusted Brands
Traditional Grocery Retailers Remain Key To Reaching Consumers
Strong Growth Ahead As Health and Wellness Trend Continues To Build
Market Data
Table 1 Sales of Health and Wellness by Type: Value 2014-2019
Table 2 Sales of Health and Wellness by Type: % Value Growth 2014-2019
Table 3 Sales of Health and Wellness by Category: Value 2014-2019
Table 4 Sales of Health and Wellness by Category: % Value Growth 2014-2019
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
Table 7 NBO Company Shares of Health and Wellness: % Value 2015-2019
Table 8 LBN Brand Shares of Health and Wellness: % Value 2016-2019
Table 9 Distribution of Health and Wellness by Format: % Value 2014-2019
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2019
Table 11 Forecast Sales of Health and Wellness by Type: Value 2019-2024
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
Table 13 Forecast Sales of Health and Wellness by Category: Value 2019-2024
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024
Sources
Summary 1 Research Sources
Headlines
Prospects
Bfy Beverages Fail To Gain Traction With the Majority of Vietnamese Consumers, Who Prefer the Taste of Standard Beverages and Do Not See Significant Benefits
Reduced-sugar and Reduced-caffeine Cola Carbonates Attract the Most Consumers, But Face Increasing Competition From Healthier Product Types
As Manufacturers Continue To Develop Bfy Options, Their Biggest Challenge Is To Ensure That the Products Taste As Good As Standard Options Do
Competitive Landscape
Coca-Cola Maintains Its Lead in A Highly Consolidated Bfy Beverages Landscape
Most Local Players Lack the Industry Expertise and Financial Resources To Develop Competitive Bfy Beverages
Strong Positions of Coca-Cola and Suntory PepsiCo Also Discourage Local Companies From Entering the Category
Category Data
Table 17 Sales of BFY Beverages by Category: Value 2014-2019
Table 18 Sales of BFY Beverages by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of BFY Beverages: % Value 2015-2019
Table 20 LBN Brand Shares of BFY Beverages: % Value 2016-2019
Table 21 Distribution of BFY Beverages by Format: % Value 2014-2019
Table 22 Forecast Sales of BFY Beverages by Category: Value 2019-2024
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2019-2024
Headlines
Prospects
Interest Boosted by Rising Incomes and Health Awareness, But Wider Distribution and Better Marketing Is Needed To Emerge From Niche Status
Rising Incidences of Diabetes and Cardiovascular Problems Prompt Some Consumers To Look Towards Reducing Their Intake of Sugar, Fat and Salt
Appreciation for Western Products Increases Likelihood That More Imported Bfy Packaged Food Products Will Be Well Received in Vietnam
Competitive Landscape
Vietnamese Can Choose From A Wide Variety of Bfy Products, Which Are Also Widely Distributed
Sugar Confectionery Players Adopt Strong Marketing Activities and Generate More Interest in Sugar-free (non-ff) Gum by Launching New Flavours
Potentially Harmful Effects of Excessive Salt Intake Prompt Some Consumers To Reduce Their Salt Use When Cooking, But They Still Prefer (salty) Fish Sauce
Category Data
Table 24 Sales of BFY Packaged Food by Category: Value 2014-2019
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2015-2019
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2016-2019
Table 28 Distribution of BFY Packaged Food by Format: % Value 2014-2019
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2019-2024
Headlines
Prospects
Ff Sports and Energy Drinks Benefit From Rising Number of Consumers That Regularly Exercise Or Play Sports in Line With Rising Health Consciousness
Growth of Malt-based Hot Drinks Slows Down Due To Rising Popularity of Rtd Products
Consumers’ Growing Participation in Sports and Fitness Activities, Higher Disposable Incomes and Hectic Lifestyles To Drive Development of Ff Energy and Sports Drinks
Competitive Landscape
Red Bull Strengthens Its Lead Over Competitors in Ff Energy Drinks
While International Players Still Dominate Ff Beverages, Domestic Player Vinacafe Bien Hoa Challenges Nestl? in Malt-based Hot Drinks
Tan Hiep Phat Group Is the Only Domestic Player To Succeed in Ff Soft Drinks
Category Data
Table 31 Sales of Fortified/Functional Beverages by Category: Value 2014-2019
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2014-2019
Table 33 NBO Company Shares of Fortified/Functional Beverages: % Value 2015-2019
Table 34 LBN Brand Shares of Fortified/Functional Beverages: % Value 2016-2019
Table 35 Distribution of Fortified/Functional Beverages by Format: % Value 2014-2019
Table 36 Forecast Sales of Fortified/Functional Beverages by Category: Value 2019-2024
Table 37 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2019-2024
Headlines
Prospects
Fortified/functional Packaged Food Generates the Most Sales Because Its Widely Diverse Range of Products Offer Benefits That Consumers Can Easily Understand
Consumers Like the Convenience of Being Able To Gain More of the Nutritional Benefits They Need in One Package Rather Than Having To Consume A Wider Variety of Food
Ff Products Have the Advantage of Being Able To Quickly Claim Their Benefits on Packaging in Succinct Ways That No Other Hw Packaged Food Category Can
Competitive Landscape
Vinamilk Strengthens Its Leading Value Share in Fortified/functional Packaged Food on the Basis of Its Strength in Ff Dairy and Ff Baby Food, the Largest Categories
Ff Packaged Food Keeps Attracting New Players, Intensifying Competition in An Increasingly Fragmented Competitive Environment
Calcium Is One of the Most Prevalent Supplements Used in Ff Fortified Packaged Food, A Trend That Is Reflected in Recent Launches Across Categories
Category Data
Table 38 Sales of Fortified/Functional Packaged Food by Category: Value 2014-2019
Table 39 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2014-2019
Table 40 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2014-2019
Table 41 Key Functional Ingredients in Fortified/Functional Bread: % Value 2014-2019
Table 42 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2014-2019
Table 43 Key Functional Ingredients in Fortified/Functional Milk: % Value 2014-2019
Table 44 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2014-2019
Table 45 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2015-2019
Table 46 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2016-2019
Table 47 LBN Brand Shares of Fortified/Functional Bread: % Value 2016-2019
Table 48 Distribution of Fortified/Functional Packaged Food by Format: % Value 2014-2019
Table 49 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2019-2024
Table 50 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2019-2024
Headlines
Prospects
Free From Dairy Continues To Account for the Highest Share of Value Sales
Free From Meat Category Benefits From Trending Demand for More Natural, Plant-based and Environmentally Friendly Food Products and Production
Stronger Marketing Efforts Needed To Boost Interest in Free From Gluten and Free From Lactose Products Beyond That of Consumers With Allergies and Intolerances
Competitive Landscape
Vinasoy Remains the Dominant Free From Player But Is Taking Steps To Widen Its Consumer Base, Expand Distribution and Encourage More Domestic Soybean Farming
Meat Substitutes Gain Traction Thanks To Both Health Consciousness and Efforts Made by A Wide Number of Purveyors of Vegan and Vegetarian Food
Free From Dairy Products (milk Alternatives) Made From Rice, Nuts, Corn and Cereals Are Increasingly Demanded in Line With Increased Availability
Category Data
Table 51 Sales of Free From by Category: Value 2014-2019
Table 52 Sales of Free From by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Free From: % Value 2015-2019
Table 54 LBN Brand Shares of Free From: % Value 2016-2019
Table 55 Distribution of Free From by Format: % Value 2014-2019
Table 56 Forecast Sales of Free From by Category: Value 2019-2024
Table 57 Forecast Sales of Free From by Category: % Value Growth 2019-2024
Headlines
Prospects
Rising Health Consciousness Continues To Drive Strong Growth of Nh Tea and Nh Fruit/vegetable Juice in 2019
Wide Availability of Fresh Fruit Juice and Fresh Green Tea in Vietnam Constrains Higher Growth of Nh Packaged Products
Nh 100% Juice Is Set To Benefit From Being Not Only Healthy But Convenient
Competitive Landscape
Rising Health Awareness Attracts More New Companies To Nh Beverages While Encouraging Established Players To Expand Their Product Ranges
Distribution of Nh Beverages Is Concentrated in the Big Cities
Category Data
Table 58 Sales of NH Beverages by Category: Value 2014-2019
Table 59 Sales of NH Beverages by Category: % Value Growth 2014-2019
Table 60 NBO Company Shares of NH Beverages: % Value 2015-2019
Table 61 LBN Brand Shares of NH Beverages: % Value 2016-2019
Table 62 Distribution of NH Beverages by Format: % Value 2014-2019
Table 63 Forecast Sales of NH Beverages by Category: Value 2019-2024
Table 64 Forecast Sales of NH Beverages by Category: % Value Growth 2019-2024
Headlines
Prospects
Food Safety Concerns As Well As Higher Education Levels and Living Standards Support Vietnamese Consumers’ Growing Interest in Nh Packaged Food
Sustained Marketing Investment and Faster Domestic Cultivation of Fruits Continue To Drive Rapid Growth and Development of Fruit Snacks in Vietnam
Encouraged by Government and With Consumers’ Natural Propensity To Prefer Locally Grown Food, Domestic Players Continue To Dominate Nh Packaged Food
Competitive Landscape
Local Player Tan Tan, Widely Known for Its Peanuts, Aims To Become A Global Leader in Nuts, Seeds and Trail Mixes
As Vietnamese Prefer To Choose Products Originating Within Vietnam, Local Brands Dominate Sales of Naturally Healthy Food Such As Fruit Snacks, Honey and Nuts
International Brands Naturally Dominate Sales of Olive Oil, As Olives Are Neither Grown Nor Traditionally Consumed in Vietnam
Category Data
Table 65 Sales of NH Packaged Food by Category: Value 2014-2019
Table 66 Sales of NH Packaged Food by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of NH Packaged Food: % Value 2015-2019
Table 68 LBN Brand Shares of NH Packaged Food: % Value 2016-2019
Table 69 Distribution of NH Packaged Food by Format: % Value 2014-2019
Table 70 Forecast Sales of NH Packaged Food by Category: Value 2019-2024
Table 71 Forecast Sales of NH Packaged Food by Category: % Value Growth 2019-2024
Prospects
Prospects