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;
- Healthy eating and Vietnamese lifestyles.
- Renew labelling to fit Vietnamese consumers’ needs.
- Rejuvenation trends in supplement use for Vietnamese consumers.
- Traditional remedies used by Vietnamese consumers.
- Pack labelling expectations for food and beverages in Vietnam.
- Product reformulation and Vietnamese consumer perspectives.
- 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%).
Hy Vu - Head of Research Department
Joe Nelson - New Zealand Consulate General
Steve Kretschmer - Executive Director
York Spencer - Global Marketing Director
Laura Baines - Programmes Snr Manager
Mai Trang - Brand Manager of Romano
Hanh Dang - Product Marketing Manager
Luan Nguyen - Market Research Team Leader
Max Lee - Project Manager
Chris Elkin - Founder
Ronald Reagan - Deputy Group Head After Sales & CS Operation
Chad Ovel - Partner
Private English Language Schools - Chief Executive Officer
Rick Reid - Creative Director
Janine Katzberg - Projects Director
Anya Nipper - Project Coordination Director
Dr. Jean-Marcel Guillon - Chief Executive Officer
Joyce - Pricing Manager
Matt Thwaites - Commercial Director
Aashish Kapoor - Head of Marketing
Kelly Vo - Founder & Host
Thanyachat Auttanukune - Board of Management
Hamish Glendinning - Business Lead
Thuy Le - Consumer Insight Manager
Richard Willis - Director
Ha Dinh - Project Lead
Geert Heestermans - Marketing Director
Louise Knox - Consumer Technical Insights
Aimee Shear - Senior Research Executive
Dennis Kurnia - Head of Consumer Insights
Tania Desela - Senior Product Manager
Thu Phung - CTI Manager
Linda Yeoh - CMI Manager