Vietnam Collagen Supplement Market By Type (Powdered, Capsules and Gummies, Drinks and Shots), By Distribution Channel (Pharmacies and Drug Stores, Online, Hypermarkets and Supermarkets), By Region, Competition, Forecast, and Opportunities, 2020-2030F

Market Overview

Vietnam Collagen Supplement Market was valued at USD 148.05 Million in 2024 and is anticipated to project robust growth in the forecast period with a CAGR of 5.01% through 2030. Collagen supplements have indeed become a central component of the health and wellness industry, gaining substantial popularity in recent times. Their versatile benefits have attracted individuals keen on enhancing skin health, improving joint mobility, and fostering overall well-being. Collagen, a foundational structural protein found abundantly in the human body, plays a critical role in upholding the integrity of vital elements like skin, hair, nails, joints, and connective tissues. This comprehensive overview offers valuable insights into the scientific basis, advantages, and important considerations associated with collagen supplements. Collagen, being the most abundant protein in the human body, forms a substantial part of connective tissues, tendons, ligaments, and skin. It provides essential structural support, imparting elasticity and strength to various bodily structures. However, as individuals age, the natural production of collagen gradually declines, leading to typical signs of aging such as wrinkles, sagging skin, and discomfort in joints. Collagen supplements are specially crafted to replenish and bolster the body's innate collagen levels, effectively mitigating these effects.

Key Market Drivers

Expanding Middle-Class Population and Rising Disposable Income

Vietnam's expanding middle-class population and rising disposable income are among the most significant drivers fueling the growth of the collagen supplement market. As economic development continues, these factors are reshaping consumer behavior, increasing demand for premium health and beauty products, and creating lucrative opportunities for businesses. Vietnam has experienced rapid economic growth over the past two decades, leading to a substantial rise in the middle-class population. Vietnam is expected to add 36 million people to its middle class by 2030, representing a major shift in consumer spending power. This demographic transformation is increasing demand for lifestyle-enhancing products, including collagen supplements, as consumers seek ways to maintain health, beauty, and overall well-being. Vietnamese household's disposable income has grown at a compound annual growth rate (CAGR) of 9.9% in local currency terms and 7.5% in US dollar terms. This sustained income expansion, coupled with Vietnam’s strong economic momentum and a predominantly young consumer demographic, is fueling higher discretionary spending on alcoholic beverages. As a result, wine consumption in Vietnam is rising, driven by greater affordability, evolving consumer preferences, and an increasing inclination toward premium lifestyle choices. With rising disposable incomes, Vietnamese consumers have greater financial flexibility to invest in premium personal care and wellness products. Traditionally, collagen supplements were considered luxury items, accessible only to high-income groups. However, with higher purchasing power, an increasing number of middle-class consumers can now afford these supplements, driving widespread market expansion. Additionally, as consumers become more financially stable, they tend to shift their spending patterns toward preventive healthcare and self-care solutions, including nutritional supplements like collagen that offer long-term benefits.

With an increase in disposable income, consumers are moving beyond price-sensitive purchasing behavior and are instead focusing on product quality, brand reputation, and scientifically backed formulations. Hydrolyzed collagen supplements for better absorption, Marine collagen for premium anti-aging benefits, Collagen-enriched beauty products combining skincare and nutrition. As a result, both domestic and international brands are launching premium collagen products in the Vietnamese market, leveraging higher consumer spending capacity to drive sales. Urbanization has been a key driver of Vietnam’s economic progress, with the urban population rising from less than 20% in 1990 to over 37.55% by 2022. The country has leveraged dense labor markets and agglomeration economies by strategically concentrating talent, industries, and economic activities in urban centers. This urban-driven growth model has significantly boosted productivity and innovation, with urban areas now accounting for more than half of Vietnam’s national GDP. Vietnam’s urbanization rate is increasing rapidly, leading to lifestyle shifts that support collagen supplement consumption. Urban dwellers, particularly young professionals and working women, have busy schedules that often prevent them from maintaining a balanced diet. As a result, they seek convenient dietary supplements to support their beauty and health goals, making collagen a popular choice. Furthermore, urban living is often associated with increased exposure to pollution, stress, and unhealthy diets, all of which accelerate skin aging and joint issues. This has reinforced the demand for collagen supplements as a means of combatting the negative effects of modern lifestyles.

Growth of E-Commerce and Digital Marketing

The rapid expansion of e-commerce and digital marketing has significantly transformed the Vietnam collagen supplement market, creating new opportunities for businesses and enhancing consumer accessibility. The shift from traditional retail to online platforms, combined with highly targeted digital marketing strategies, has accelerated market penetration, brand awareness, and sales growth.  Vietnam remains among the top ten fastest-growing e-commerce markets globally, positioning itself as a key player in shaping the next phase of Asia’s consumer economy. Over the next decade, the country is expected to see an influx of 36 million new consumers into the consuming class individuals who spend at least $11 per day on purchasing power parity terms. This expanding consumer base presents significant growth opportunities for businesses targeting Vietnam’s rapidly evolving digital and retail landscape.

Vietnam has witnessed a boom in e-commerce adoption, driven by rising internet penetration, smartphone usage, and a digitally savvy population Online marketplaces have made it easier for both local and international collagen supplement brands to reach Vietnamese consumers directly. These platforms enable customers to compare products, read reviews, and make purchases conveniently from their mobile devices. Wider geographical reach – Even consumers in smaller cities and rural areas can access high-quality collagen products. 24/7 availability – Unlike physical stores, e-commerce platforms allow consumers to purchase supplements at any time. Multiple payment options – With cash-on-delivery (COD), e-wallets, and online banking, purchasing collagen supplements has become more accessible.

Many collagen supplement brands have adopted a Direct-to-Consumer (DTC) approach by launching their own e-commerce websites. Control their pricing, branding, and promotions, Establish a direct relationship with consumers, leading to better customer retention, Leverage customer data for personalized marketing. By bypassing traditional retail channels, collagen supplement companies can offer exclusive deals, subscription-based services, and loyalty programs, increasing repeat purchases and long-term customer engagement.

Advantages of Collagen Supplements

Collagen supplements have witnessed a surge in popularity, emerging as a cornerstone of the health and wellness industry. This can be attributed to the myriad of advantages they offer in supporting skin health, joint mobility, and overall well-being. Collagen, a pivotal structural protein in the human body, plays a vital role in maintaining the integrity of skin, hair, nails, joints, and connective tissues. This comprehensive analysis aims to delve into the key advantages of collagen supplements and how they have become instrumental in driving the growth of the Vietnam collagen supplement market. One of the primary advantages of collagen supplements is their remarkable impact on skin health and rejuvenation. Collagen forms the structural foundation of the skin, providing elasticity, firmness, and hydration. As individuals age, collagen production naturally declines, leading to the emergence of wrinkles, fine lines, and sagging skin. Collagen supplements work to replenish and support the body's natural collagen levels, effectively counteracting these signs of aging. Regular supplementation has shown promise in improving skin texture, reducing wrinkles, and promoting a youthful complexion. The demand for collagen supplements in pursuit of radiant and youthful skin has significantly contributed to the growth of the Vietnam collagen supplement market.

Collagen supplements have demonstrated significant benefits for hair and nail health. Collagen is a key component in promoting healthy hair growth, reducing brittleness, and strengthening nails. The proteins and amino acids in collagen supplements provide essential building blocks for hair and nail growth, making them an attractive option for individuals looking to enhance the health and appearance of their hair and nails.

Collagen plays a vital role in muscle tissue health. It aids in muscle recovery after exercise, making it a valuable supplement for fitness enthusiasts and athletes. Collagen supports muscle metabolism, contributing to overall muscle health and strength. This advantage has led to a growing trend of incorporating collagen supplements into fitness and wellness routines, driving demand in the Vietnam collagen supplement market.

Collagen supplements are increasingly recognized for their positive impact on gut health and digestion. Collagen helps in promoting a healthy gut lining, which is crucial for optimal nutrient absorption and overall digestive health. Additionally, collagen can aid in conditions like leaky gut syndrome. This advantage has resonated with individuals seeking holistic approaches to improve their digestive well-being, contributing to the growth of the Vietnam collagen supplement market.

Collagen supplements have been associated with supporting weight management efforts. Collagen's influence on metabolism and muscle mass plays a significant role in achieving and maintaining a healthy weight. By promoting muscle growth and supporting metabolic function, collagen supplements are attracting a broader demographic of consumers focused on achieving their weight management goals.

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Key Market Challenges

Stringent Regulations

The Vietnam collagen supplement market, while experiencing robust growth, is facing challenges stemming from increasingly stringent regulations imposed by regulatory authorities. One of the primary challenges faced by collagen supplement manufacturers is the stringent approval process for health claims. EFSA requires substantial scientific evidence to support any health-related assertions made about a product. This process can be time-consuming and resource-intensive, especially for smaller companies with limited research capabilities. Collagen from certain sources, particularly marine and fish-derived sources, falls under the Novel Food category. This requires manufacturers to undergo a comprehensive safety assessment before gaining approval for market entry. This process can be complex and costly, creating a barrier for new entrants and innovative products. Vietnam regulations demand clear and accurate labelling of dietary supplements, including collagen products. This includes providing information on recommended daily doses, potential allergens, and accurate ingredient lists. Meeting these requirements necessitates careful attention to detail and compliance, which can be a challenge for manufacturers.

Possible Side Effects

The Vietnam collagen supplement market faces a notable hurdle in the form of potential side effects. Although collagen supplements are typically well-tolerated, they may not be universally suitable, and specific individuals may experience adverse reactions. These can encompass gastrointestinal discomfort, allergic responses, and potential interactions with medications or existing medical conditions. For instance, individuals who have allergies to particular collagen sources, like bovine or marine-derived, may encounter allergic reactions. Moreover, collagen supplements could potentially interact with certain medications, especially those associated with blood thinning or protein metabolism.

Key Market Trends

Rising use of collagen supplements among sports athletes

The preference for natural and safe products has emerged as a dominant trend in the health and wellness industry. Consumers today are increasingly mindful of the substances they put into their bodies, seeking alternatives that are derived from natural sources and free from harmful additives. This trend is particularly pronounced in the market for dietary supplements, including collagen supplements. Natural collagen supplements, sourced from ingredients like fish, chicken, or bovine collagen, resonate strongly with health-conscious consumers. These sources provide a bioavailable form of collagen that closely mimics the collagen found in the human body. This natural compatibility ensures that the supplement is readily absorbed and utilized by the body, maximizing its effectiveness. Moreover, the move towards natural and safe products is fuelled by a desire to minimize exposure to synthetic chemicals and potential allergens.

Many conventional supplements may contain artificial colors, flavors, and preservatives, which can be a concern for individuals with sensitivities or allergies. In contrast, natural collagen supplements often boast a clean label, free from unnecessary synthetic additives, making them a preferred choice for a growing segment of consumers. Safety is another critical factor driving the preference for natural collagen supplements. Consumers are increasingly scrutinizing product labels, seeking assurance that the supplements they consume are free from harmful contaminants or toxins. By opting for supplements derived from naturally occurring sources, individuals can feel more confident in the purity and quality of the product. The preference for natural and safe collagen supplements also aligns with broader lifestyle trends, such as clean eating and holistic wellness practices. Many individuals are adopting a more mindful and holistic approach to their overall well-being, recognizing that the choices they make in terms of nutrition and supplementation play a pivotal role in their health journey.

Segmental Insights

Type Insight

Based on the category of Type, the Powdered segment emerged as the fastest growing segment in the Vietnam collagen supplement market in 2024. Collagen in the form of powdered supplements has witnessed a growing share of acceptance among consumers owing to its ease of use and convenience. Powder form is the easiest way of mixing collagen supplements in food and beverages, accelerating the uptake of these products. Collagen powder has been a more popular form of collagen supplementation than collagen capsules. This is because collagen powder allows for higher dosages of collagen per serving, as it can be easily mixed into beverages or food. Collagen capsules, on the other hand, have a limited size and, therefore, may not contain as much collagen per serving. The demand for collagen supplements has been growing steadily in recent years. Many multinational companies have entered the market to offer collagen products in various forms, including powders, capsules, and even gummies. While collagen powder may be more popular, some consumers may still prefer the convenience of capsules, especially for on-the-go use.

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Regional Insights

The Northern Region of Vietnam has emerged as a largest market in the Vietnam Collagen Supplement Market. This region, which includes major cities like Hanoi and provinces in its vicinity, has witnessed a significant surge in the consumption of dietary supplements. The urban population in this area, with increasing awareness of health and wellness, has been a driving force in the rising demand for dietary supplements. Hanoi, being the capital city, serves as a hub for healthcare and wellness services, further contributing to the region's prominence in the market. Additionally, the presence of numerous healthcare facilities, pharmacies, and health-conscious communities has solidified the Northern Region's position as a leader in the dietary supplements market. The accessibility of healthcare information and a growing emphasis on preventive healthcare have further fuelled the market's growth in this region. As a result, companies in the dietary supplements industry are increasingly focusing on this area, recognizing its pivotal role in the overall market landscape.

Recent Developments

• In December 2021, ForeWin Vietnam introduced SAEJIN WHITE, a super glutathione collagen capsule, into the market. This capsule product integrates potent components including glutathione sourced from yeast extract, a blend of various berries, vitamin C, and other essential nutrients aimed at rejuvenating and aiding in the recovery of damaged skin.

Key Market Players

• Shiseido Co. Ltd
• Nestle SA
• Meiji Holdings Company Ltd
• Applied Nutrition Vietnam
• Zint Nutrition
• FUJIFILM VIETNAM Co., Ltd.
• Kinohimitsu Vietnam

Report Scope:

In this report, the Vietnam Collagen Supplement Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Vietnam Collagen Supplement Market, By Type:

o   Powdered

o   Capsules

o   Drinks and Shots  

• Vietnam Collagen Supplement Market, By Distribution Channel:

o   Pharmacies and Drug Stores

o   Online

o   Hypermarkets and Supermarkets

• Vietnam Collagen Supplement Market, By Region:

o   Northern Vietnam

o   Central Vietnam

o   Southern Vietnam

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Vietnam Collagen Supplement Market.

Available Customizations:

Vietnam Collagen Supplement market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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