Consumer Health in 2025: The big picture
Retail value sales of consumer health are expected to rise in current terms in Vietnam in 2025. During the year, the consumer health market has shown a solid and steady performance, although growth has slowed due to several structural changes. Enhanced national health insurance has improved access and affordability, encouraging more people to seek timely treatment and preventive care. The digitalisation of hospitals through electronic medical records and digital health insurance cards has cut wait times and simplified administrative procedures, improving patient experiences nationwide. These technological advances have led to increased hospital visits for routine check-ups and minor ailments, fostering a culture of proactive health management. As a result, the demand for consumer health products via retail channels has become more mature and stable, because part of the demand is being covered by insurance via the hospitals and institutional channels when consumers seek medical attention.
Key trends in 2025
Consumer health products for Vietnam’s ageing population have continued to see strong growth in 2025, shaped by shifting demographics and evolving health priorities. As more Vietnamese people have entered their senior years, there has been a growing focus on products that support joint health, cognitive function, heart health, and immunity. Manufacturers have responded by developing specialised supplements, vitamins, and functional foods tailored for older adults, with formats like easy-to-swallow capsules and chewable gummies gaining popularity for their user-friendly appeal. The market has also seen an increase in educational initiatives and marketing campaigns to raise awareness about age-related health conditions and encourage early adoption of preventive care routines.
Competitive landscape
In 2025, 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. Direct seller, Herbalife Vietnam LLC, is set to remain the leading player in consumer health in terms of retail value share in 2025. Herbalife leads sales in sports nutrition and dietary supplements, and is also a prominent player in weight management and wellbeing. Herbalife Vietnam LLC’s strong reputation is built on its comprehensive product portfolio, which caters to diverse consumer needs, from athletic performance to everyday health maintenance. The company’s extensive network of independent distributors enables personalised customer engagement and support, fostering trust and loyalty. In addition, Herbalife’s continued investment in education through health seminars and community initiatives helps to raise awareness about balanced nutrition and healthy living, reinforcing its market leadership throughout 2025.
Channel developments
Pharmacies remains the leading distribution channel for consumer health in Vietnam. These stores can be found in every neighbourhood in Vietnam, even beyond the major urban centres, and, therefore, provide key access to consumer health products and personal health advice. The channel is comprised of both independent, often family-run, outlets and major chains, which are rapidly expanding in the country. As they build a presence in cities and provincial towns, the large chained players are focusing on optimising store locations and expanding their offer to include basic professional health services.
What next for consumer health?
Overall, consumer health is predicted to register a positive performance in Vietnam over the forecast period. The demand for consumer health products is expected to keep growing due to several factors. Firstly, the country has an ageing population, which means there will be a higher demand for healthcare and elderly care services. In addition, Vietnam is facing a worsening pollution problem, leading to an increased demand for environmental solutions and clean technologies. Furthermore, the country has a dynamic economy, which is likely to attract more foreign direct investment in manufacturing and skilled labour. This influx of investment will further contribute to the growth of consumer health demand in Vietnam. The growth rate is expected to slow down as the market becomes more mature.
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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 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Vietnam
KEY DATA FINDINGS
Analgesics records a second year of slow growth in 2025, as some consumers access products via other channels
GlaxoSmithKline Consumer Healthcare Vietnam (GSK) leads due to proven brand efficacy
Pharmacies remains the dominant distribution channel due to trusted advice
Positive outlook for analgesics over the forecast period despite some challenges
Digital innovation and retail digitalisation to support forecast growth
New pharmacy law paves the way for growth in analgesics in Vietnam
Sleep Aids in Vietnam
KEY DATA FINDINGS
Rising demand for sleep aids
Central Pharmaceutical Joint Stock Company No 2 leads the market
Pharmacies channel dominates sales
Sleep aids to continue its strong growth in the forecast years
Vietnam’s sleep aids industry advances through innovation and quality
Wellness trends drive demand for natural sleep aids in Vietnam
Cough, Cold and Allergy (Hay Fever) Remedies in Vietnam
KEY DATA FINDINGS
Seasonal flu supports growth in 2025
GlaxoSmithKline Consumer Healthcare Vietnam Co Ltd leads the category
Pharmacies dominates distribution
Pharyngeal preparations set to experience robust growth during the forecast years
The development of retail e-commerce expands consumer base
Natural health solutions thrive amid Vietnam’s urban pollution crisis
Dermatologicals in Vietnam
KEY DATA FINDINGS
Rising demand for dermatologicals
Janssen-Cilag Ltd leads dermatologicals
Pharmacies remains dominant
Rapid growth expected in dermatologicals
Digital innovation transforms access to dermatologicals in Vietnam
Bayer Vietnam aims to provide support to build greener and healthier future
Digestive Remedies in Vietnam
KEY DATA FINDINGS
Digestive remedies set for positive growth in 2025
United International Pharma Co Ltd retains its leading position
Pharmacies dominates digestive remedies distribution
Shift in lifestyle will support the performance of digestive remedies
Digital innovation transforms access to digestive health products in Vietnam
Gut health awakens new wellness era in Vietnam
Eye Care in Vietnam
KEY DATA FINDINGS
Eye care maintains strong performance
Rohto-Mentholatum Vietnam Co Ltd remains the leader in eye care
Distribution continues to rely heavily on pharmacies
Eye care in Vietnam expected to see continued growth
Product innovation to be seen in the forecast period
Rohto Mentholatum Vietnam engaing in partnerships and community programmes
Wound Care in Vietnam
KEY DATA FINDINGS
Stable peformance from wound care in 2025
Urgo Healthcare Products (Thailand) Ltd retains its leading position
Pharmacies remains top distribution channel
Wound care forecast to achieve stronger growth
Advanced wound care innovations support sustainable healthcare in Vietnam
Urgo Healthcare Products (Thailand) Ltd will remain the leading company in wound care sustainability efforts in Vietnam
Sports Nutrition in Vietnam
KEY DATA FINDINGS
Strong growth for sports nutrition in Vietnam in 2025
Herbalife Vietnam LLC leads the sports nutrition market
Direct selling loses place as the leading channel
Sports nutrition in Vietnam is expected to improve steadily in the coming years
Sports nutrition market set to welcome more imported international brands
Health and wellness trend supports growth
Dietary Supplements in Vietnam
KEY DATA FINDINGS
Dietary supplements faces challenges as Vietnam battles counterfeit products in 2025
Herbalife Vietnam LLC leads the market
Pharmacies to stay out in front
The dietary supplements market in Vietnam will maintain a continuous strong performance in the forecast period
Dietary supplement innovations bring convenience and targeted benefits in Vietnam
Vietnam strengthens fight against counterfeit dietary supplements through government and retail partnerships
Vitamins in Vietnam
KEY DATA FINDINGS
Expansion supported by rising health and wellness trend
Bayer Vietnam Ltd leads the category thanks to the popularity of Berroca
Retail e-commerce the fastest growing channel for vitamins in Vietnam
Vietnam’s vitamins market forecast to maintain strong growth
E-commerce and innovation drive growth in vitamins
Direct sellers remain important in vitamins as Herbalife Vietnam and Amway Vietnam continue their sustainable activities
Weight Management and Wellbeing in Vietnam
KEY DATA FINDINGS
Stable category performance
Herbalife Vietnam leads weight management and wellbeing
Direct selling leads distribution
Weight management and wellbeing in Vietnam are projected to deliver a stronger performance
Leading players will lead product innovation
Direct sellers like Herbalife Vietnam and Amway Vietnam playing pivotal roles in advancing sustainable development
Herbal/Traditional Products in Vietnam
KEY DATA FINDINGS
Herbal and traditional products continued to perform strongly
Herbalife Vietnam LLC maintains its leadership in highly fragmented category
Pharmacies leads category distribution, but rival channels continue to grow
Herbal/traditional products set to record a strong performance
Vietnamese pharmaceutical leaders innovate, combining tradition with technology
Sustainable growth and community wellness drive Vietnam’s herbal and direct selling markets
Paediatric Consumer Health in Vietnam
KEY DATA FINDINGS
Paediatric consumer health in Vietnam continues to post good results
UPSA, Laboratoires works to reinforce its leadership in paediatric consumer health
Pharmacies leads, while retail e-commerce gains in popularity
Paediatric consumer health market is expected to see significant, but more stable growth
Rising demand fuels innovation in paediatric vitamins and dietary supplements in Vietnam
Paediatric consumer health reflects growing wellness awareness and rising demand for early care in Vietnam
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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