Vietnam’s booming supplement market overshadowed by counterfeit woes
Vietnam has become one of the fastest-growing health supplements markets in Southeast Asia (SEA), but a string of counterfeit scandals that shook the country last year is putting the industry and local regulators to the test.
Vietnam has become the second-largest importer of Australia’s health supplements, trailing only China. It was also last year that the discovery of an illegal milk production ring and counterfeit health supplements sparked widespread concern over nutritional products sold in the country.
Here, we look at how companies view opportunities in Vietnam’s health supplement market and where the potential growth areas are.
Consumers link multivitamins to immune, metabolic and overall health benefits
According to a Haleon-funded consumer study in Taiwan, most consumers surveyed believe that multivitamins and mineral supplements may support immune, metabolic and overall health.
Two out of three users (66.25%) perceived taking MVM as being beneficial for normal immune functioning and more than half (59.75%) believed that their metabolism had improved.
The findings came from 400 consumers who used Haleon’s Centrum Advance or Centrum Silver men’s and women’s supplements at least thrice weekly.
FrieslandCampina forecasts ‘smart satiety’ will define key 2026 trends
Fiber diversification, enhanced GLP-1 support and embellished protein offerings will lead nutrition trends this year, according to FrieslandCampina Ingredients.
It noted in its annual report a shift in how consumers access information in 2025, with AI changing how consumers find, plan and buy into nutrition, social media continuing to spread information at rapid speed, and GLP-1 medications becoming more affordable and accessible.
The report highlighted that these changes have impacted consumer demands.
APAC’s supplement market: Key categories to watch in 2026
As demand for women’s health, longevity, sleep and stress management supplements rises, companies across Asia-Pacific (APAC) are positioning for growth in these categories in the coming year.
For longevity and healthspan, more can be expected from government-funded research as seen in the case of Singapore.
Similarly, research in women’s health is set to drive new progress. Nestlé Health Science, for example, is partnering Australia Catholic University in accelerating startup innovation.
Fat reduction, fatigue, gut health: Japan’s top FFC health claims
Fat reduction, fatigue, and gut health-related claims were the top three most popular indications for Foods with Function Claims (FFC) in Japan between April 2024 and March 2025.
Almost three out of 10 FFC products (27.9%) made claims related to fat reduction and weight control.
This is according to “In-Depth Analysis Report on FFCs Notified in FY2024″ authored by Japan-based consultancy Smooth Link Inc.
