Vietnam is quietly emerging as a center of health-conscious consumption — with surging marketing and manufacture of so-called functional foods: products intended to provide both nutritional and health benefits.
Local media report 1,800 functional food makers and distributors — including American companies Amway, NuSkin, Unicity and Herbalife — are selling 10,000 products in Vietnam, and business is booming.
Herbalife says the Vietnamese market contributed significantly to its $4.8 billion in global sales last year. Unicity reports its success in Vietnam is above expectations. NuSkin reported 30% growth last year in Vietnam and projects 33% this year by conquering the central Danang market.
Amway’s second factory in Vietnam is expected to produce 24,000 products valued at $200 million starting early next year. The company began cultivating the Vietnam market in 2008 and last year generated $90 million in revenue, a one-year increase of 14%.
Vietnam is a lucrative and growing market for functional food because its consumers tend to be educated, health conscious, and concerned about obesity, cardiovascular health and physical beauty. The Vietnam Supplement Food Association reports 56% of Hanoi residents and 48% in Ho Chi Minh City use functional food.
Even more important to American companies, the ASEAN free trade agreement that takes effect next year will facilitate the export of products they make in Vietnam to Southeast Asia’s 600 million consumers.