Vietnam Dietary Supplements Market (2025 - 2030)

Vietnam Dietary Supplements Market Trends

The Vietnam dietary supplements market size was estimated at USD 889.4 million in 2024 and is projected to grow at a CAGR of 11.1% from 2025 to 2030. Rising health consciousness, many young adults and working professionals seeking effective nutritional solutions, and significant growth in expenditure on preventive health are some of the key growth driving factors for this market.

In recent years, Vietnam has experienced increasing emphasis on health and wellness among consumers. Many individuals have been shifting their dietary preferences to healthier choices and the inclusion of nutrient-rich foods. However, to address nutritional gaps, many consumers are turning toward supplements that assist in targeted nutrient enrichment and improve well-being. Application-specific supplements such as prenatal supplements, infant supplements, and products designed to aid treatments of chronic diseases such as cardiovascular diseases are increasingly adopted by consumers in Vietnam.

According to WHO’s Global Health Expenditure Database, per capita health spending in Vietnam was USD 189.00 in 2022, a noteworthy increase from USD 121.00 in 2015. Urban consumers in key cities such as Hanoi, Ho Chi Minh City, and others primarily drive dietary supplement consumption in the country.

In addition, the entry of multiple global manufacturing companies actively operating in the nutrition solutions industry is also expected to influence this market. For instance, in April 2025, Otsuka Pharmaceutical Co., Ltd., a Japanese health and nutrition industry participant, announced the completion of its Pocari Sweat manufacturing factory in Vietnam, which is set to produce 350 ml and 500 ml PET bottle variants of its product. Such developments will likely develop lucrative growth opportunities for this market in the forecast period.

Consumer Insights

The key consumer trends in Vietnam are primarily influenced by the changing consumer preferences, availability of various global brand products, and growing awareness regarding the role of supplements in health and wellness. In 2023, the total population of Vietnam was 100,352,192, which is projected to reach 110,008,908, exhibiting a 9.6% increase by 2050. In 2023, 78.4% of population was aged 15 to 64, while 11.2% was aged 0 to 14. These demographic insights indicate the presence of novel opportunities for dietary supplements, especially those designed for applications in prenatal and infant health.

In Vietnam, the growing middle class and increasing penetration of digital technologies also contribute to consumer trends in this market. Many individuals are inclined towards online shopping, and multiple brands have also focused on improving their digital footprint.

Ingredients Insights

Based on ingredients, the vitamins segment dominated the Vietnam dietary supplements market with a revenue share of 31.3% from 2025 to 2030. Vitamins are increasingly included in supplement formulations by key market participants owing to significant growth in demand for vitamins stimulated by rising awareness and improved information availability regarding the benefits of vitamins. The growing availability of vitamin drinks, tablets, and vitamin-infused gummies is expected to support segment growth. Entry of various global companies in Vietnam also facilitates market growth. For instance, in August 2024, RIKEN VITAMIN CO., LTD., one of the key ingredient providers for the functional food and healthcare industry, announced its plan to establish its subsidiary in Vietnam by 2025. Such developments are projected to support the growth of the Vietnam dietary supplements industry during the forecast period.

The proteins & amino acids segment is anticipated to experience significant CAGR from 2025 to 2030. Growing awareness regarding the significance of protein intake in daily nutrition has resulted in rising demand for this segment. Supplements such as protein powders are increasingly consumed in the country for weight management and muscle gain. In addition, protein supplements are also consumed by sports enthusiasts and professional athletes to aid fat loss, improve body composition, and more.

Form Insights

Based on form, the tablets segment held the largest revenue share of the Vietnam dietary supplements market in 2024. Benefits offered by tablets, such as convenience, easy ingestion, effective dissolution and distribution capabilities, and precise dosage delivery, lead to growing adoption. In addition, storage convenience that is enabled by tablets for manufacturers also contributes to segment growth.

The gummies segment is projected to experience the fastest CAGR during the forecast period. This is attributed to factors such as key manufacturers' product innovation strategies, the rising popularity of vitamin gummies among young adults, and the convenience enabled by the form. Gummy-based supplements are widely distributed through vast distribution networks featuring pharmacies, supermarkets, and specialty stores.

Type Insights

On the basis of type, the prescribed segment accounted for the largest revenue share of the market in 2024. The rising incidence rate of chronic diseases such as cardiovascular diseases, cancers, and others in Vietnam has stimulated the increasing inclusion of dietary supplements in ongoing treatments. A growing number of healthcare professionals recommend using immunity boosters, anti-cancer supplements, and others to facilitate faster recovery.

The OTC (over-the-counter) dietary supplements market is expected to experience the fastest CAGR from 2024 to 2030. Many consumers have been adopting self-care products such as immunity supplements and products that facilitate healthy aging, contributing to segment growth. Brands effectively distribute products such as multivitamins, protein powders, omega-3 supplements, mineral-infused drinks, and others through hypermarkets and pharmacies in the country to enhance customer engagement. These aspects are expected to support the growth of this market.

Application Insights

Based on application, the immunity segment held the largest revenue share of the Vietnam dietary supplements market in 2024. The growth of this market is primarily influenced by factors such as noteworthy growth in awareness post-COVID-19 pandemic, rising adoption by urban consumers, and increasing recommendations by healthcare professionals to include supplements in medication related to various treatments. Product launches by the key brands also contribute to the growth experienced by this segment. For instance, in 2023, Abbott launched Ensure Gold in the Vietnam market, featuring a dual-action formula designed to support immunity in adult users.

The prenatal health segment is anticipated to experience the fastest CAGR from 2025 to 2030. This is attributed to increasing demand for supplements that facilitate improved health of pregnant women in urban areas, rising expenditure on preventive healthcare, and growing awareness regarding the significance of nutrient-rich diets in prenatal health. Easy accessibility to products through online portals also positively influences this segment, enhancing customer engagement.

End Use Insights

The adults segment accounted for the largest revenue share of the Vietnam dietary supplements market in 2024. Working professionals and young adults are Vietnam's primary consumers of dietary supplements. This includes various consumer groups, including millennials, Gen Z, Gen X, and boomers. Students and working professionals increasingly adopt innovation-based products such as nutrient-infused drinks and gummies, while numerous working professionals prefer daily doses of tablets or capsules.

The infant segment is expected to experience the fastest CAGR of 12.7% in 2024. The growing population of the country, rising expenditure on preventive health, increasing awareness regarding the significance of nutrients in early-stage developments for infants, and availability of global brand products, which have already established noteworthy presence and gained customers’ trust, are some of the key growth drivers for this market. In addition, emerging trends in the market, such as demand for organic and premium category infant health products, also contribute to segment growth. The entry of new businesses and joint ventures in Vietnam's pharmacy market also presents lucrative growth opportunities. For instance,

Distribution Channel Insights

Based on distribution channel, the offline segment held the highest revenue share of the Vietnam dietary supplements market in 2024. Customers prefer offline shopping for easy accessibility through pharmacies and hypermarkets, while brands focus on effective offline distribution to ensure improved brand visibility in the market. In addition, expansion strategies embraced by the retail pharmacy businesses operating in Vietnam are expected to support segment growth. In March 2025, GS25, one of the South Korean retail market participants, opened six new stores across various locations in Hanoi, Vietnam. This included Hoan Kiem, Ba Dinh, Cau Giay, and Dong Da. The company also plans to open 40 new stores in Hanoi in 2025. Such advancements are likely to present novel opportunities for this market.

The online distribution channel is expected to grow at a CAGR of 12.6% in the coming years. This is attributed to the competitive prices, wider product selection, price comparisons, and personalization offered by online channels. The convenience offered by online portals and e-commerce websites through additional services such as doorstep delivery and improved customer assistance also contributes to growing customer engagement.

Key Vietnam Dietary Supplements Company Insights

Some of the companies operating in Vietnam dietary supplements market include Tigerwhey, Amway, Abbott, and others. To address changing consumer requirements and rising competition, the major market participants embrace strategies such as new product developments and effective distribution through multiple channels and collaborations.

• Amway is a multinational company that offers a variety of products associated with categories such as nutrition, personal care, beauty, and others. Its nutrition category offerings feature nutritional supplements, sports nutrition supplements, infant health products, and more.

• Tigerwhey is an innovation-driven nutrition brand specializing in the supply of whey protein, casein, and oats. Its portfolio features quick-cooking oats, unflavored whey, vanilla whey, chocolate whey, and casein variants.

Vietnam Dietary Supplements Market