Vietnam's population is rapidly aging, with the number and proportion of elderly citizens rising steadily, especially in urban areas. This demographic shift is fueling increasing demand for nursing homes and senior care services

In recent years, there has been a significant shift in consumer preferences in Vietnam towards natural cosmetics. These beauty products for the face, eyes, and nails are made completely or partially from natural ingredients and contain low or minimal amounts of synthetic chemicals

Vietnamese people are becoming more health conscious, especially after the outbreaks of COVID-19. Besides paying attention to a healthy lifestyle (such as maintaining a balanced routine and a good diet), using supplements is one increasing solution that consumers are seeking frequently. Statistics show that the total market doubled in 2019 (the year when the pandemic started) and kept a steady growth over the years.

In Vietnam, Japanese health supplement products  are quite familiar to the Vietnamese people with many brands and an increasing volume of imports each year. However, products from markets such as Singapore and the United States still dominate compared to those from other markets.

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