Japanese Functional Foods in Vietnam: Overview and Market Trends

23 Jan 2025

By: B&Company

The Vietnamese market for Japanese health supplements is experiencing significant growth, driven by rising health awareness and demand for high-quality products. Key categories include vitamins, beauty supplements, probiotics, and weight management products, with brands like DHC and Orihiro leading the way. Despite competition from South Korea, the U.S., and Australia, Japanese supplements stand out for their blend of traditional health principles and modern innovation.

Overview of Japanese Supplements in Vietnam

The Vietnamese health supplement market has seen significant growth in recent years, driven by increasing health awareness and rising disposable income. According to data from ICT, Japan is among the leading exporters of health supplements to Vietnam. In 2023, the import value of Japanese supplements into Vietnam reached approximately USD 33.5 million, marking a year-on-year decreased of 0.32%. This steady growth highlights Vietnam as a promising market for Japanese health supplement brands.

Import value of health supplement products into Vietnam, 2016 – 2023

(unit: billion US Dollar, %)

Source: ICT (HS code:210690)

Key categories of Japanese supplements

Japanese supplements are renowned for their high quality, advanced formulations, and alignment with holistic health philosophies. The main categories of Japanese health supplements in Vietnam include:

Vitamins and Minerals:

Japanese products are offering a diverse range of affordable yet premium products such as multivitamins, calcium tablets, and iron supplements. There is a growing demand for supplements tailored to specific demographics, including prenatal vitamins for pregnant women and anti-aging formulations for older adults.

Some famous Japanese Vitamins and Minerals products in Vietnam

Collagen and Beauty Supplements:

Japanese products are at the forefront of this segment, providing collagen powders, drinks, and tablets designed to improve skin elasticity and combat aging. Collagen-enriched beverages are becoming increasingly popular among younger consumers focused on preventative skincare.

Some famous Japanese collagen and beauty supplements in Vietnam

Probiotics and Digestive Health Products:

Japanese functional probiotics offering additional benefits, such as boosting immunity, are emerging as a key trend among Vietnamese consumers.

Example of Japanese probiotic product in Vietnam

Weight Management and Fitness Supplements

Orihiro and DHC have made significant improvements in this segment with products such as fat burners, protein powders, and energy boosters. There is a notable rise in interest for plant-based and organic weight management supplements, reflecting a broader shift towards clean and sustainable consumption practices.

Example of Japanese weight management product in Vietnam

Recent trends indicate an increasing preference for natural and organic supplements. Japanese brands are leveraging their expertise in traditional ingredients like matcha, turmeric, and ginseng to create innovative products that resonate with Vietnamese consumers. Additionally, the pandemic has heightened the focus on immunity-boosting supplements, further driving demand for vitamin C, zinc, and herbal formulations.

Distribution channel of Japanese functional food in Vietnam

The distribution of Japanese functional foods in Vietnam utilizes several popular channels.

E-commerce: Online platforms such as Lazada, Shopee, and Tiki provide convenient access to a wide range of Japanese health supplements and functional foods, making them accessible to a large audience.

Shopee platform distributing Japanese functional food in Vietnam

Source: Shopee

Japanese Stores: Stores like Sakuko specialize in offering a variety of Japanese products, including functional foods, to Vietnamese consumers looking for authentic and high-quality items.

Sakuko stores in Vietnam

Source: Sakuro

Specialty Stores: Stores like DHC focus on health and beauty products, including supplements, which cater specifically to consumers interested in Japanese wellness and skincare solutions.

DHC stores in Vietnam

Source: urbox.vn

Market competition between Japanese supplements and other countries

Japan ranked 7th in the top 10 countries with the highest value of healthcare product imports into Vietnam in 2023.

Top 10 countries importing healthcare products into Vietnam in 2023

Unit: Billion US Dollar

Source: ICT (HS code:210690)

Japanese products are typically priced higher than their competitors but are seen as a premium option, particularly for those seeking quality and tradition. Japanese health supplements are renowned for their quality and innovation, maintaining a strong presence in Vietnam despite facing significant competition from other countries, particularly:

– South Korea: Known for its diverse range of cosmetics and wellness products, South Korean brands like Amore Pacific and CJ Group offer alternatives that are often 2-3 times cheaper than Japanese products, making them more affordable for Vietnamese consumers.

– United States: American brands such as Kirkland, Nature’s Bounty, and Nature’s Way are popular for their broad product selection and scientifically-backed formulations, often at more competitive prices.

– Australia: Australian supplements, especially those from Blackmores and Swisse, are recognized for their premium quality and natural ingredients, offering products that appeal to those seeking high-quality, naturally sourced supplements.

Conclusion

The Vietnamese market for Japanese health supplements is poised for continued growth, fueled by consumer trends towards preventive health and natural wellness. By leveraging their strong reputation, innovative products, and alignment with emerging trends, Japanese brands are well-positioned to strengthen their foothold in this dynamic market.

B&Company, Inc.

The first Japanese company specializing in market research in Vietnam since 2008. We provide a wide range of services including industry reports, industry interviews, consumer surveys, business matching. Additionally, we have recently developed a database of over 900,000 companies in Vietnam, which can be used to search for partners and analyze the market.

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