Naturally healthy products in 2013 recorded a strong performance thanks to growing demand as well as the efforts of manufacturers to boost sales of these products. In fact, manufacturers paid more attention to naturally healthy beverages in comparison to other categories within health and wellness thanks to higher consumer awareness. Indeed, many young people
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perceived being natural as being healthy and beautiful, which was not only good for their health but also for their physical appearance.
Therefore, in line with this trend, many new products launched in 2013 were positioned as naturally healthy, such as GoldSoy from Vietnam Dairy Products JSC (Vinamilk), O Long TEA+ Plus from PepsiCo Vietnam and Wonderfarm Winter Melon Tea Lite from Interfood Shareholding. These new products helped their companies’ product portfolios to become more diversified, strengthening the position of these players in the country. Moreover, this made the competition in naturally healthy products become more intense towards the end of the review period.
Outlook
Over the forecast period, naturally healthy products are projected to be even more popular than during the review period. The most important group of young consumers will continue to show increasing concern about their health, wellness and fitness, which will be the key factor boosting sales growth of these products. Furthermore, thanks to the media, which is likely to further educate consumers about the negative impacts of additives and preservatives, manufacturers are expected to launch more naturally healthy products with the messages “made of natural ingredients” or “contains no additives or preservatives”.
In order to promote naturally healthy products, manufacturers will continue to invest in research and development, reinforcing distribution networks as well as running marketing campaigns that can communicate the benefits of their products to consumers. These will be very important because with better education and higher disposable incomes, consumers are expected to be more discerning, more demanding and also have a greater choice of both naturally healthy products and their substitutes – other categories such as better for you or fortified/functional products.