A US$4.6 Billion Opportunity, But The Regulatory Window Matters

Vietnam's health supplement market continues to attract international brands, driven by rising health awareness and demand for daily wellness, healthy ageing and beauty-from-within.

But the opportunity comes with a changing regulatory landscape.

For brands considering Vietnam, the market may be growing - but knowing when and how to enter is becoming just as important.

A growing market with changing consumer demand

Demand is no longer limited to traditional vitamins. Digestive health is currently the largest segment within Vietnam's vitamins and dietary supplements category, while healthy ageing, general wellness and beauty-from-within are also creating new opportunities.

Vietnam's demographic profile adds another layer to this growth. In 2025, people aged 60 and above accounted for 14.5% of the country's population, up from 14% in 2024. This creates a growing consumer base for products positioned around healthy ageing and long-term wellbeing.

At the same time, consumers are becoming increasingly comfortable purchasing health products online. A study of 1,305 Vietnamese consumers found that 45.1% had purchased functional foods online during the previous year, while 77.5% intended to purchase medicines or functional foods online in the future. Online pharmacies and social networks were among the most commonly used purchase channels.

For international brands, this means the opportunity is not only about entering a large market. It is about finding the right category, consumer segment and channel combination.

The regulatory framework is currently in transition

For health supplements classified as Thực phẩm bảo vệ sức khỏe (TPBVSK), regulatory preparation has long been an important part of market entry, including product registration and compliance with Vietnam's food-safety requirements.

In 2026, the regulatory framework moved toward further changes with Decree 46/2026/NĐ-CP. However, the Government subsequently suspended its implementation through Resolution 15/2026/NQ-CP. As a result, the new framework is currently on hold while the broader legal framework is being revised.

For international brands, this does not mean market entry should simply be postponed.

It creates a period in which regulatory requirements, product classification, documentation and claims can be reviewed carefully before commercial investment begins.

Preparation can reduce the cost of market entry

For a new entrant, regulatory readiness should happen alongside — not after — market strategy.

Before entering Vietnam, brands should assess:

• Product classification: Confirm how each product will be regulated in Vietnam.

• Registration requirements: Prepare the appropriate product dossier and supporting documents.

• Claims and communication: Ensure product claims are aligned with applicable requirements.

• Consumer and category fit: Identify where the product can address an existing demand, such as digestive health, healthy ageing or beauty-from-within.

• Channel strategy: Assess the right mix of pharmacies, modern retail and digital channels.

• Local partner readiness: Identify partners with the regulatory and distribution capabilities needed for the category.

These decisions are closely connected. A product's classification can affect its registration pathway; claims can affect communication; and the right partner needs to understand both regulatory requirements and the commercial landscape.

Considering Vietnam for your healthcare or wellness brand? Artho Asia Consulting can help assess the opportunity and prepare your market entry. Contact now!