Vietnam Postbiotic Food Supplement Market - 2024-2027

Overview

The Vietnam Postbiotic Food Supplement market recorded a value of US$ 22.05 thousand in 2024 and is expected to reach a value of US$ 84.26 thousand in 2027, growing at a CAGR of 17.2% during the forecast period (2024-2027).

The Vietnam postbiotic food supplement market is developing, with a growing interest in gut health and overall wellness among consumers. As awareness of the benefits of postbiotics increases, the market is gradually evolving, with several factors contributing to its development. Postbiotics, which are non-viable bacterial products and metabolic byproducts produced during fermentation, are recognized for their potential health benefits, including promoting gut health, enhancing immune function and reducing inflammation.

The market is witnessing a surge in demand driven by rising health consciousness among Vietnamese consumers, particularly urban populations increasingly prioritizing preventive healthcare. For instance, in 2024, Vietnam seeks WHO's support to improve preventive healthcare. The Deputy PM suggests that the WHO dispatch experts to help the country finalize purchasing and bidding mechanisms, regulations and procedures to ensure a long-term and stable supply of pharmaceuticals.

Despite its potential, the market faces challenges, including limited consumer awareness and strong competition from established probiotic products. Many consumers remain unfamiliar with postbiotics and may be hesitant to try them, favoring the more familiar probiotic alternatives. The postbiotic product launched in 2024 marks a significant development in the market.

When assessing the market size for 2024, it considers only five months of sales data due to the product's late launch in the year. In contrast, the market size for 2025 will reflect a full year's performance, encompassing all twelve months of potential sales. Thus, the rise in market size from 2024 to 2025 is expected to be significant, highlighting the product's potential and the growing demand for postbiotic solutions.

Drivers

Favorable Regulatory Environment

The Vietnamese government has placed increasing emphasis on improving public health through better nutrition, which has encouraged the development and consumption of health supplements, including postbiotics. Vietnam's Ministry of Health has been actively promoting the benefits of preventive healthcare, encouraging citizens to adopt healthier lifestyles and use supplements that can enhance their well-being.

For instance, The Government approved the National Nutrition Strategy 2021-2030 and assigned tasks to various stakeholders. Other international agencies and civil society organizations in the Multi-Stakeholder Platform generally support the Common Results Framework. United Nations agencies and the SUN Civil Society Alliance have greatly contributed to supporting the Government in accelerating nutrition progress, especially the development of the National Nutrition Strategy, Nutrition for Growth commitments, nutrition within the food system and nutrition in emergencies.

Moreover, Vietnam's participation in various international trade agreements, such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) and the ASEAN Free Trade Area (AFTA), has also positively impacted the postbiotic supplement market. These agreements facilitate easier access to high-quality postbiotic products from other countries while also creating opportunities for Vietnamese manufacturers to export their products.

Thus, regulatory support encourages innovation and competition in the market, ensuring that Vietnamese consumers have access to safe, effective and diverse postbiotic supplements that cater to their health needs.

Growing E-commerce and Retail Expansion

The growing e-commerce and retail expansion in Vietnam is a significant driver for the postbiotic food supplement market, as it enhances product accessibility, visibility and consumer convenience. With the rise of e-commerce platforms like Shopee, Tiki and Lazada, Vietnamese consumers have easy access to a wide range of postbiotic products, including both domestic and international brands, right from their homes. This increased accessibility is particularly impactful in rural areas where brick-and-mortar stores may not carry specialized health supplements.

For instance, in January 2024, Vietnam is recognized as one of the top 10 countries globally with the fastest e-commerce growth rates, leading the Southeast Asian region. In 2024, the country's largest e-commerce platforms are projected to continue their rapid expansion, with revenue and sales volume expected to surpass VND310 trillion (USD 12.5 billion), marking a 35% increase compared to 2023.

In addition, many brands are adopting omnichannel strategies, allowing consumers to browse online and purchase in-store or vice versa, providing flexibility and convenience. The combination of online and offline availability ensures that postbiotics reach a wider audience, while seamless delivery options and subscription models on e-commerce platforms further simplify the purchase process. Thus, the above factors help to boost the market growth.

Restraints

Competition from Probiotic Products

Competition from probiotic products poses a significant challenge for the postbiotic food supplement market in Vietnam, as probiotics are well-established and widely recognized among consumers. Many Vietnamese individuals are already familiar with probiotics and their benefits for gut health, immune function and overall wellness, positioning them as the preferred choice for digestive health supplements. Numerous popular probiotic brands, both local and international, have built consumer trust over the years, resulting in a loyal customer base that is often reluctant to consider newer and less familiar options like postbiotics.

Probiotic-rich products, such as yogurt drinks and supplements, are readily available in supermarkets, pharmacies and convenience stores, making them easily accessible and affordable. This widespread availability, coupled with strong consumer familiarity, often overshadows postbiotics, which are still relatively new to the market. Furthermore, probiotic supplements frequently dominate advertising and marketing efforts, reinforcing their status as the go-to solution for digestive health.

Therefore, the market dominance of probiotics leads consumers to overlook the potential benefits of postbiotics, particularly when both types of products are marketed for similar health outcomes. This intense competition hampers the adoption of postbiotics, as consumers are more inclined to stick with familiar options they already trust, creating challenges for postbiotic brands trying to establish a unique presence in an increasingly crowded health supplement market.

Segment Analysis

The Vietnam postbiotic food supplement market is segmented based on product, application, distribution channel and type.

Rising Focus on Gut Health

Growing consumer awareness of gut health's role in overall wellness is a significant factor in the market. Vietnamese consumers are increasingly seeking products that support digestion and boost immunity, placing gut health-focused supplements at the forefront of the market. The prevalence of digestive health issues in Vietnam, such as bloating and indigestion, has led to a heightened demand for effective solutions. Postbiotic supplements targeting gut health address these issues directly, making them essential offerings in the Vietnam postbiotic food supplement market.

With mounting scientific evidence linking gut health to immunity and mental well-being, consumers trust and favor postbiotic products that support digestive health. This trust strengthens the market position of the gut health segment as the leading area within the Vietnam postbiotic food supplement market. Manufacturers are continually innovating with formulations, flavors and delivery methods for gut health supplements. This innovation keeps consumer interest high and strengthens the segment's dominance in the postbiotic food supplement market.

Sustainability Analysis

The market is increasingly sourcing local raw materials, reducing the carbon emissions associated with long-distance transportation. This practice supports local agriculture and minimizes environmental impact, making the Vietnam postbiotic food supplement market more sustainable. Manufacturers are adopting energy-efficient production methods, such as optimized fermentation and reduced water usage, which lower resource consumption. These methods support the market's sustainability goals, aligning with Vietnam's broader environmental priorities.

There is a shift towards sustainable packaging, with companies using recyclable, biodegradable and reusable materials to meet consumer expectations and reduce plastic waste. This shift supports the Vietnam postbiotic food supplement market's move towards a greener supply chain. Increasing consumer awareness of environmental issues is pushing the market towards sustainable offerings. Consumers in Vietnam are showing a preference for brands with eco-friendly practices, encouraging companies to adopt more sustainable production and packaging options.

Unmet Needs

The Vietnam postbiotic food supplement market faces several unmet needs that, if addressed, could unlock significant growth potential. One key gap is consumer awareness and education. Many Vietnamese consumers are still unfamiliar with the concept of postbiotics and their distinct benefits compared to probiotics and prebiotics.

This lack of understanding limits the demand for postbiotic products, as consumers are more likely to opt for supplements they already know, like probiotics. For instance, introducing educational campaigns in collaboration with healthcare professionals could help consumers make informed choices and understand the specific health benefits postbiotics offer, such as improved gut health and immunity.

Moreover, another unmet need lies in the accessibility and affordability of postbiotic supplements. Currently, many postbiotic products are priced higher due to advanced fermentation processes and premium ingredients, making them less accessible to middle- and lower-income consumers.

The market could benefit from the development of more cost-effective postbiotic options, as well as wider distribution in mainstream retail outlets, especially in rural areas. For instance, creating postbiotic-enriched everyday food products, such as yogurt or beverages, could make them more affordable and accessible to a broader population. Additionally, the market lacks sufficient regulatory clarity for postbiotics. Clear guidelines on product labelling, health claims and safety standards would boost consumer confidence and encourage greater market participation by manufacturers.

Competitive Landscape

The major players in the market include Morinaga Nutritional Foods Vietnam Joint Stock Company.

By Product

• Powder Postbiotics
• Capsule/Tablet Postbiotics
• Others

By Application

• Digestive Health
• Immune Support
• Skin Health
• Weight Management
• Others

By Distribution Channel

• Supermarkets/Hypermarkets
• Pharmacies and Drug Stores
• Convenience Stores
• Online Retailers
• Others

By Type

• Short-Chain Fatty Acids
• Tributyrin
• Others

Key Developments

• In 2024, Morinaga Nutritional Foods Vietnam (MNFV), a key subsidiary of the Morinaga Milk Industry Group, launched an array of advanced products tailored for the Vietnamese market. Amongst the highlights is Climeal, which contains 10 billion LAC-Shield postbiotics, a proprietary ingredient exclusive to Morinaga. It offers substantial energy and nutrition, boasting 27 vitamins and minerals and high levels of calcium, protein and fiber, alongside the 10 billion LAC-Shield to bolster immune support.

Why Purchase the Report?

• To visualize the Vietnam postbiotic food supplement market segmentation based on product, application, distribution channel and type as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of Vietnam postbiotic food supplement market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as excel consisting of key products of all the major players.

The Vietnam Postbiotic Food Supplement report would provide approximately 15 tables, 25 figures and 201 pages.

Target Audience 2024

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies