越南健康饮品市场在2025年明显升温，政策信号与消费者偏好的变化共同推动品牌重新思考“更健康”的定义。低糖和无糖选项正日益从加分项转变为明确的购买标准，而补水、电解质和发酵等功能性收益也正在跨品类走向主流。对此，越南本土主要企业已加快产品组合升级和新品推出。该市场为希望投资越南健康饮品领域的外国投资者带来了大量机遇，同时也伴随着挑战。.

越南饮料市场概览：不健康饮料品类的下滑

According to EMR, the Vietnam beverage market is projected to grow at a CAGR of 4.7% between 2026 and 2035 to reach nearly USD 25.71 billion by 2035. Among them, non-alcoholic beverages have a significantly higher CAGR of 5.3%[1].

Predicted beverage market in Vietnam by revenue, 2025-2029

来源： 统计局

During the 2025–2029 forecast period, Vietnam’s beverage market revenue structure indicates a gradual decline in alcoholic beverages: their share is expected to fall from 12% in 2025 to 9% by 2028–2029. In contrast, non-alcoholic beverages are projected to remain broadly stable at around 62–63% throughout the period.

The declining consumption of beverage categories perceived as less healthy is being driven simultaneously by policy measures and consumer behavior. On the policy side, at the 9th session on 14 June 2025, the National Assembly passed the Special Consumption Tax Law. Under this law, spirits with an alcohol content of 20% ABV or higher and beer will be taxed at 65% from early 2026; the rate will then increase by 5 percentage points each year, reaching 90% by 2031. In the non-alcoholic segment, policy pressure is also rising for sugar-sweetened soft drinks: beverages with sugar content exceeding 5g per 100ml (as defined by Vietnamese standards) will be subject to a tax, phased in at 8% from 2027 and 10% from 2028. Importantly, this measure targets sugar-sweetened soft drinks and excludes products such as 100% fruit juice, coconut water, milk/dairy-based beverages, mineral water, and liquid nutritional foods/supplements[2].

At the same time, a survey of Insight Asia on more than 500 consumers shows that high sugar content, artificial ingredients in beverages, and health concerns are prompting people to cut back on purchasing conventional soft drinks. As a result, as many as 28% of consumers tend to choose low-sugar or sugar-free beverages and are willing to pay a premium if they perceive clear health benefits[3]. 。这些因素为更健康饮料产品的出现创造了有利条件，尤其是低糖或无糖系列、功能性饮料以及定位为有益健康的产品。.

2025年关键趋势

较不健康软饮消费的下降，推动了2025年越南饮料市场的若干新趋势，包括：

– 低糖和无糖产品线的崛起： In 2025, demand for low/no-sugar options has shifted from a nice-to-have feature to a clearly defined purchasing criterion. InsightAsia survey indicates that low/no-sugar options are among the factors influencing purchase decisions (46%), while high sugar content is the biggest barrier causing consumers to cut back on soft drinks (82%). The National Assembly’s approval of a special consumption tax on sugary beverages has also put pressure on brands to reformulate and expand low-/no-sugar portfolios earlier. Notably, InsightAsia reported strong growth for Tea+ within the RTD tea segment, driven by low-sugar variants and more premium positioning—suggesting that “low sugar” is a tangible growth lever rather than merely a marketing message[4]

– 功能性饮料的崛起： In 2025, hydration–electrolyte drinks, energy-boost beverages, and products fortified with vitamins/minerals became more prominent, supported by real demand and a faster-paced lifestyle. Functional benefits have emerged as a key purchase driver (52%) and are also among the most appealing product trends (78%)[5]. 。与此同时，市场仍不断出现新的功能性/发酵类新品——例如，Vinamilk于2025年8月5日推出Kombucha HAYĐẤY，推动了“更健康饮品”选项进一步走向大众化[6].

– 天然成分和本地风味日益受到青睐： In 2025, consumers are not only looking for low sugar but are also paying closer attention to product naturalness and locally resonant flavors. Natural ingredients are a meaningful purchase driver (42%), and within RTD tea, they are a key secondary driver (68%). In addition, 52% of consumers are open to herbal/botanical infusions, and there is growing interest in Vietnamese-inspired fruit profiles such as 荔枝 和金桔（calamansi）——这凸显出与越南口味偏好相契合的“天然”配方仍有很大空间[7]. 。例如，TH于2025年推出TH true TEA Natural Guava Tea和Natural Kumquat Tea，强调采用全天然成分和熟悉的水果风味[8].

Some healthy drink products released in 2025

2025年，越南领先本土品牌如Vinamilk、TH true Milk、Betrimex和Revive掀起了一波新的“更适合你”的饮料上市潮——凸显出主要企业正快速调整产品组合，以契合该国日益增强的健康消费趋势。.

B&Company 的合成

2025年，越南主要饮料企业继续以务实、易于理解的方式，将产品组合转向更健康的选择，并提供符合日常需求的功能价值。在乳制品领域，品牌更聚焦于控糖和更清晰的营养定位，推出低糖或无糖产品，以及高蛋白和植物基产品。同时，市场也从乳制品延伸到其他健康导向品类，如康普茶以及果蔬汁。功能性饮料的存在感也更强，尤其是围绕补水和电解质补充打造的产品，常与水果风味或添加矿物质结合，以匹配积极忙碌的生活方式。总体而言，饮料中的“健康”概念正从单纯减糖转向更具体的功效诉求，为更高附加值的产品线创造了空间。.

对外国投资者的影响

越南更健康饮料细分市场的发展，既受监管推动，也来自真实的消费者需求。针对高糖饮料和酒精饮料的更严格政策压力，正推动配方调整，同时也加速低糖和无糖产品的增长潜力。从消费者端看，控糖正日益影响购买决策，这意味着此类产品正从小众走向主流消费。此外，使用金桔、荔枝、百香果、香茅、生姜以及草本成分等熟悉的越南风味和植物原料，打造更具本土相关性的产品线，也具有明显潜力，可强化天然形象，并在竞争激烈的市场中形成差异化。.

不过，这一机会也伴随显著门槛。企业需要谨慎管理合规要求，尤其是在糖含量的测量、标示和文件记录方面。从产品角度看，减糖往往会影响口感，而消费者仍然重视愉悦的饮用体验，因此配方调整通常需要多轮测试，并投入替代原料和加工技术。这些变化会抬高成本，对定价和营销预算形成压力，尤其是面向高端定位或需要消费者教育的产品。最后，竞争异常激烈，大型既有企业在研发、品牌和分销方面都占据强势优势，因此新进入者需要明确的差异化定位、聚焦的渠道策略以及强有力的执行力，才能实现规模化。.

对于希望进入越南健康饮料市场的外国投资者，以下是一些建议。.

– 第一的， 将低糖和无糖产品定位为核心增长支柱，同时认真投入配方试验，确保口感符合越南消费者偏好。.

– 第二， 通过金桔、荔枝、百香果、香茅、生姜和草本植物等本地风味与原料实现差异化，并配以简洁、易于理解的功效信息。.

– 第三， 从一开始就建立合规与透明度基础，从糖含量测量和披露到配料标示和营养信息，降低风险并增强消费者信任。.

– 第四，, 采用试点后扩张的方式，优先通过现代渠道和电商验证早期需求，同时与强大的本地分销商合作，加快全国覆盖。.

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[1] https://www.expertmarketresearch.com/reports/vietnam-beverage-market

[2] https://nld.com.vn/tang-thue-tieu-thu-dac-biet-voi-ruou-bia-len-70-tu-nam-2027-196250614085345948.htm

[3] https://insightasia.com/wp-content/uploads/2025/06/2504-Beverage-Market-0425.pdf

[4] https://insightasia.com/wp-content/uploads/2025/06/2504-Beverage-Market-0425.pdf

[5] https://insightasia.com/wp-content/uploads/2025/06/2504-Beverage-Market-0425.pdf

[6] https://www.brandsvietnam.com/congdong/topic/brand-updates-w32-2025-vinamilk-kombucha-giao-hang-nang

[7] https://insightasia.com/wp-content/uploads/2025/06/2504-Beverage-Market-0425.pdf

[8] https://tuoitre.vn/tap-doan-th-ra-mat-tra-oi-va-tra-tac-tu-nhien-th-true-tea-moi-20250617172956707.htm