Healthy food and beverage Vietnam report

The healthy food and beverage Vietnam report investigates consumers’ perceptions of health, diet, lifestyles and consumption of food and beverages. The results highlighted herein address attitudes and behaviour amongst consumers in Vietnam, helping companies identify what actions to take to better satisfy Vietnamese consumers.

Cimigo conducted 1,233 interviews across four key cities: HCMC, Hanoi, Danang and Can Tho to this end. Cimigo has a dedicated consumer market research team with a deep understanding and passion for food and beverages.

The healthy food and beverage Vietnam report covers these topics;

  1. Healthy eating and Vietnamese lifestyles.
  2. Renew labelling to fit Vietnamese consumers’ needs.
  3. Rejuvenation trends in supplement use for Vietnamese consumers.
  4. Traditional remedies used by Vietnamese consumers.
  5. Pack labelling expectations for food and beverages in Vietnam.
  6. Product reformulation and Vietnamese consumer perspectives.
  7. Low fat and low sugar expectations for food and beverages in Vietnam.

Vietnamese consumers focus on healthy eating

Vietnamese have a high health consciousness. More than half are following a healthy diet. 67% feel that although their diet could be healthier, it is good enough. Vietnamese expect improvement in physical and mental health to lower risk of disease and live longer. Immunity, cardio health, gut health and brain health are the key benefits for food companies to deliver in their products.

Vietnamese consumers willing to pay more for organic and natural foods

5 in 10 consumers are aware of food standards and seek them out. However, knowledge of specific standards is limited and naivety is high. The common food standards consumers look for are Vietgap (25%), Organic (25%) and ISO (20%). 72% amongst those aware of standards, claim that they will pay up to 10% more for products certified by food standards.

Nearly 2 in 3 consumers claim that they are prepared to pay up to 10% more for organic and natural foods. Imported foods from Japan (40%), USA (32%), New Zealand (37%) and Australia (31%), are more popular for being organic and natural. Vietnamese organic and natural products are emerging and becoming accepted by consumers (23%).