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Consumer health in 2024: The big picture
In 2024, overall consumer health in Vietnam is set to see solid retail current value growth, with positive performances expected in both retail volume and current value terms across most categories, in line with the gradual recovery of the economy in Vietnam. Moreover, the rising trend towards prevention, together with higher consumer awareness of health and wellness, is helping to drive demand for certain consumer health products, including vitamins, dietary supplements, and sports nutrition.
2024 key trends
In 2024, Vietnam continues to experience hotter weather due to global climate change. In numerous locations in the country, temperatures have exceeded 36°C.
Competitive landscape
In 2024, international players are expected to continue to dominate consumer health in retail value terms, thanks to their strong brand reputation, extensive distribution networks, and financial strength. Although the average unit price of international brands is usually higher than that of local brands, many people are prepared to pay more for foreign products because they have stronger belief in their quality.
Retailing developments
In 2024, both international and local players have continued to increase their presence through online channels, as a sustainable strategy to reach customers and promote their products. Players are increasingly exploiting digital marketing as an effective way to reach out to consumers, such as interacting with them via Facebook livestreaming, or livestreaming on retail e-commerce platforms such as Lazada and Shopee.
What next for consumer health?
Over the forecast period, most consumer health categories are expected to record healthy retail current value growth rates in Vietnam. This is due to various factors, such as the health and wellness trend, pollution, the ageing population, busier and more stressful lifestyles, and higher awareness of consumer health products.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Vietnam?
- Which are the leading brands in Consumer Health in Vietnam?
- How are products distributed in Consumer Health in Vietnam?
- How has the regulatory and operating environment for Consumer Health changed in Vietnam?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Vietnam
Consumer health in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2019-2024
Table 2 Life Expectancy at Birth 2019-2024
Table 3 Sales of Consumer Health by Category: Value 2019-2024
Table 4 Sales of Consumer Health by Category: % Value Growth 2019-2024
Table 5 NBO Company Shares of Consumer Health: % Value 2020-2024
Table 6 LBN Brand Shares of Consumer Health: % Value 2021-2024
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2019-2024
Table 8 Distribution of Consumer Health by Format: % Value 2019-2024
Table 9 Distribution of Consumer Health by Format and Category: % Value 2024
Table 10 Forecast Sales of Consumer Health by Category: Value 2024-2029
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2024-2029
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in Vietnam
KEY DATA FINDINGS
Analgesics continues to show stable value growth
Paediatric analgesics attracts more attention
The presence of retail e-commerce remains negligible
Analgesics projected to see healthy growth
Chained pharmacies likely to boost sales of analgesics through their apps and websites
The competitive landscape is expected to become more intense
Table 12 Sales of Analgesics by Category: Value 2019-2024
Table 13 Sales of Analgesics by Category: % Value Growth 2019-2024
Table 14 NBO Company Shares of Analgesics: % Value 2020-2024
Table 15 LBN Brand Shares of Analgesics: % Value 2021-2024
Table 16 Forecast Sales of Analgesics by Category: Value 2024-2029
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2024-2029
Sleep Aids in Vietnam
KEY DATA FINDINGS
Sleep aids continues to record strong growth in 2024
Alternative solutions challenge sleep aids
High fragmentation in sleep aids
Positive outlook in line with greater awareness of the need for sufficient good quality sleep
Herbal/traditional products expected to continue to gain popularity
Healthier lifestyles might restrain the development of sleep aids
Table 18 Sales of Sleep Aids: Value 2019-2024
Table 19 Sales of Sleep Aids: % Value Growth 2019-2024
Table 20 NBO Company Shares of Sleep Aids: % Value 2020-2024
Table 21 LBN Brand Shares of Sleep Aids: % Value 2021-2024
Table 22 Forecast Sales of Sleep Aids: Value 2024-2029
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2024-2029
Cough, Cold and Allergy (Hay Fever) Remedies in Vietnam
KEY DATA FINDINGS
A slowdown in value growth, but combination products remain popular
Pharyngeal preparations posts the most robust growth in 2024
Spray format attracts attention and gains popularity
Heathy growth will be supported by climate change, seasonal flu, and pollution
Cough, cold, and allergy (hay fever) remedies will maintain a fragmented competitive landscape
Positive outlook for retail e-commerce
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2024
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2024
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2024-2029
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2024-2029
Dermatologicals in Vietnam
KEY DATA FINDINGS
Dermatologicals continues to record a positive performance
Sales of hair loss treatments remain negligible
International players retain stronger competitive positions than local players
Positive outlook for dermatologicals as consumer look for effective products
Haemorrhoid treatments set to see the best performance in dermatologicals
Stronger competition from beauty and personal care products
Table 30 Sales of Dermatologicals by Category: Value 2019-2024
Table 31 Sales of Dermatologicals by Category: % Value Growth 2019-2024
Table 32 NBO Company Shares of Dermatologicals: % Value 2020-2024
Table 33 LBN Brand Shares of Dermatologicals: % Value 2021-2024
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2021-2024
Table 35 Forecast Sales of Dermatologicals by Category: Value 2024-2029
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2024-2029
Digestive Remedies in Vietnam
KEY DATA FINDINGS
Digestive remedies records slower growth, yet still a strong performance in 2024
Increasingly stressful modern lifestyles contribute to the strong performance of antacids
The hotter weather and ageing lead to increasing cases of digestive problems
Positive outlook for digestive remedies due to poor dietary habits
Increasing trend towards prevention might hamper growth of digestive remedies
Local players likely to focus on herbal/traditional products to differentiate from international competitors
Table 37 Sales of Digestive Remedies by Category: Value 2019-2024
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2019-2024
Table 39 NBO Company Shares of Digestive Remedies: % Value 2020-2024
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2021-2024
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2024-2029
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2024-2029
Eye Care in Vietnam
KEY DATA FINDINGS
Environmental factors and greater time spent on digital devices support growth
Climate change boosts sales of allergy eye care products
International players dominate eye care
Positive outlook for eye care
Eye care expected to face stronger competition from vitamins and dietary supplements
Product innovation will boost consumer demand
Table 43 Sales of Eye Care by Category: Value 2019-2024
Table 44 Sales of Eye Care by Category: % Value Growth 2019-2024
Table 45 NBO Company Shares of Eye Care: % Value 2020-2024
Table 46 LBN Brand Shares of Eye Care: % Value 2021-2024
Table 47 Forecast Sales of Eye Care by Category: Value 2024-2029
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2024-2029
NRT Smoking Cessation Aids in Vietnam
NRT smoking cessation aids remain an unregulated niche
Little prospect for significant sales
Wound Care in Vietnam
KEY DATA FINDINGS
Wound care sees rising demand due to more activities outside the home
Chained pharmacies increase the distribution of wound care products
International brands dominate wound care
Healthy performance expected for wound care
Increasing demand for more sophisticated products
Players likely to focus on the older population
Table 49 Sales of Wound Care by Category: Value 2019-2024
Table 50 Sales of Wound Care by Category: % Value Growth 2019-2024
Table 51 NBO Company Shares of Wound Care: % Value 2020-2024
Table 52 LBN Brand Shares of Wound Care: % Value 2021-2024
Table 53 Forecast Sales of Wound Care by Category: Value 2024-2029
Table 54 Forecast Sales of Wound Care by Category: % Value Growth 2024-2029
Sports Nutrition in Vietnam
KEY DATA FINDINGS
Healthy performance supported by demand for healthy lifestyles
Non-store channels dominate the distribution of sports nutrition
Low presence of local players in sports nutrition
Positive outlook for sports nutrition
Variety of sports nutrition set to expand, with increasingly sophisticated products
Sports nutrition will face stronger competition from alternatives
Table 55 Sales of Sports Nutrition by Category: Value 2019-2024
Table 56 Sales of Sports Nutrition by Category: % Value Growth 2019-2024
Table 57 NBO Company Shares of Sports Nutrition: % Value 2020-2024
Table 58 LBN Brand Shares of Sports Nutrition: % Value 2021-2024
Table 59 Forecast Sales of Sports Nutrition by Category: Value 2024-2029
Table 60 Forecast Sales of Sports Nutrition by Category: % Value Growth 2024-2029
Dietary Supplements in Vietnam
KEY DATA FINDINGS
Stronger demand despite economic constraints
Direct sellers expected to recover in 2024
Combination dietary supplements remains the biggest category
Positive outlook for dietary supplements
Growth potential amongst specific consumer groups
Retail e-commerce expected to expand further
Table 61 Sales of Dietary Supplements by Category: Value 2019-2024
Table 62 Sales of Dietary Supplements by Category: % Value Growth 2019-2024
Table 63 Sales of Dietary Supplements by Positioning: % Value 2019-2024
Table 64 NBO Company Shares of Dietary Supplements: % Value 2020-2024
Table 65 LBN Brand Shares of Dietary Supplements: % Value 2021-2024
Table 66 Forecast Sales of Dietary Supplements by Category: Value 2024-2029
Table 67 Forecast Sales of Dietary Supplements by Category: % Value Growth 2024-2029
Vitamins in Vietnam
KEY DATA FINDINGS
The rising health and wellness trend supports the growth of vitamins
Multivitamins are most popular amongst Vietnamese consumers
Vitamin E continues to see the strongest growth in 2024
Healthy performance thanks to the increasing preventive health trend
Older and younger consumers likely to be groups with potential
Vitamins will face stronger competition from functional health and wellness products
Table 68 Sales of Vitamins by Category: Value 2019-2024
Table 69 Sales of Vitamins by Category: % Value Growth 2019-2024
Table 70 Sales of Multivitamins by Positioning: % Value 2019-2024
Table 71 NBO Company Shares of Vitamins: % Value 2020-2024
Table 72 LBN Brand Shares of Vitamins: % Value 2021-2024
Table 73 Forecast Sales of Vitamins by Category: Value 2024-2029
Table 74 Forecast Sales of Vitamins by Category: % Value Growth 2024-2029
Weight Management and Wellbeing in Vietnam
KEY DATA FINDINGS
Healthy performance for weight management and wellbeing
The rising obesity rate in Vietnam creates a good opportunity for development
Slimming teas records dynamic growth, but supplement nutrition drinks dominates
Healthy performance expected in the forecast period
Weight loss supplements expected to record the fastest growth
Retail e-commerce set to gain popularity
Table 75 Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2020-2024
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2021-2024
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2024-2029
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2024-2029
Herbal/Traditional Products in Vietnam
KEY DATA FINDINGS
Healthy performance supported by familiarity and few side-effects
Herbal/traditional dietary supplements dominates
Herbal/traditional sleep aids is the top growth performer
Positive outlook for herbal/traditional products
The competitive landscape is likely to remain fragmented
Retail e-commerce set to gain popularity
Table 81 Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 82 Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024
Table 83 NBO Company Shares of Herbal/Traditional Products: % Value 2020-2024
Table 84 LBN Brand Shares of Herbal/Traditional Products: % Value 2021-2024
Table 85 Forecast Sales of Herbal/Traditional Products by Category: Value 2024-2029
Table 86 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2024-2029
Paediatric Consumer Health in Vietnam
KEY DATA FINDINGS
Healthy performance in line with rising consumer awareness
International players lead paediatric consumer health
Nappy (diaper) rash treatments records the highest growth
Positive outlook despite falling birth rate
Product innovation likely to be the key driver of growth
Digital marketing will become an effective channel to reach consumers
Table 87 Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 88 Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024
Table 89 NBO Company Shares of Paediatric Consumer Health: % Value 2020-2024
Table 90 LBN Brand Shares of Paediatric Consumer Health: % Value 2021-2024
Table 91 Forecast Sales of Paediatric Consumer Health by Category: Value 2024-2029
Table 92 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2024-2029
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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