Vietnam Collagen Supplement Market: Competitive Analysis and Market Share Projections to 2030

Market Outlook for the Vietnam Collagen Supplement Market

The Vietnam Collagen Supplement Market, valued at USD 133.25 million in 2022, is poised for robust growth with a CAGR of 5.05% projected through 2030, driven by rising consumer awareness regarding skin health, anti-aging benefits, and overall wellness.

Vietnamese consumers, particularly in urban areas, are increasingly adopting collagen-based supplements to enhance skin elasticity, address aging concerns, and promote joint health. The beauty-conscious demographic in Vietnam finds collagen-powered drinks and shots attractive due to their convenience and effectiveness, making this segment a key revenue driver. Collagen powders also remain popular for their versatility, as they can be easily incorporated into daily diets, targeting both young consumers and middle-aged health enthusiasts.

The post-pandemic emphasis on immunity and holistic health has further boosted demand for collagen supplements. A survey reveals that nearly 30% of urban Vietnamese prioritize products promoting long-term wellness, elevating collagen’s prominence across the nutraceutical sector.

Online distribution channels have significantly contributed to the market’s expansion, with over 70% of the population accessing e-commerce platforms. Discounts, product availability, and exposure to diverse brands make online platforms preferable for younger, tech-savvy consumers. Pharmacies and physical retail stores, however, retain strong relevance, especially for first-time buyers seeking trusted products.

Global players like Shiseido, Nestlé, and Meiji Holdings are investing heavily in Vietnam, fostering competition and innovation within the market. Amid economic growth and heightened disposable incomes across the country, Vietnam’s collagen supplement market is well-positioned for consistent expansion, anchored in trends toward personalized health and beauty solutions.

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Market Driver Analysis for the Vietnam Collagen Supplement Market

The Vietnam Collagen Supplement Market is witnessing steady growth fueled by beauty-conscious trends, an aging population, and the accelerating adoption of online retail.

Beauty trends dominate the market, with collagen supplements gaining significant attention for their proven benefits on skin elasticity and anti-aging properties. A report highlights that nearly 40% of urban Vietnamese purchase beauty-enhancing supplements regularly. This trend is especially prominent among women aged 25-40, who form a key target audience for collagen powders and drinks. These products are marketed as convenient ways to achieve glowing, hydrated skin, making them widely popular across urban centers.

Vietnam’s aging population further drives collagen supplement demand. Approximately 11% of the population is aged 60 and above, with many turning to collagen for joint and bone health. Supplements in capsule form are often preferred by senior consumers for their ease of use and targeted health benefits. This demographic shift significantly supports product diversification and growth of collagen offerings tailored to older consumers.

Online retail has become a crucial driver for the collagen market. Vietnam’s internet penetration exceeds 70%, making e-commerce an essential channel for product distribution. Urban consumers, particularly young professionals, rely on platforms like Shopee and Lazada for quick access to collagen supplements. Online marketplaces not only offer discounts and variety but also highlight reviews and brand transparency, which strongly influence purchasing decisions. Surveys indicate 60% of Vietnamese now purchase supplements online due to convenience and competitive pricing.

Post-pandemic emphasis on wellness has further boosted collagen uptake, as consumers seek long-term health benefits. The combined impact of beauty awareness, aging-related supplements, and e-commerce growth underscores the potential for continued expansion in Vietnam's collagen supplement market.

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Segmentation Analysis for the Vietnam Collagen Supplement Market

By Type

Powdered
Powdered collagen is a dominant segment in Vietnam due to its versatility and ease of integration into various foods and beverages. Younger consumers, particularly in the 25-40 age group, frequently incorporate collagen powders into smoothies, coffees, and soups to meet their daily health goals. This segment appeals to both beauty-conscious individuals looking to improve skin texture and fitness enthusiasts aiming to maintain muscle and joint health. Its high solubility and long shelf life further enhance its popularity.
Capsules
Capsules are particularly attractive to older demographics, as they offer a convenient and precise dosage option. Around 11% of the Vietnamese population aged 60 and above favors capsules for enhancing joint health and reducing signs of aging. These supplements are widely marketed as easy-to-consume, non-invasive solutions, making them a preferred choice for seniors and busy professionals alike.
Drinks and Shots
Drinks and collagen shots have surged in popularity among urban dwellers due to their convenience and quick absorption features. Young professionals and students looking for single-serving products with immediate benefits drive this segment’s growth. Pre-packaged collagen drinks are often marketed with added flavors and vitamins, making them appealing to modern, health-focused consumers. Their functional and aesthetic appeal resonates with Vietnam’s evolving urban lifestyle.

By Distribution Channel

Pharmacies and Drug Stores
Pharmacies and drug stores remain a trusted distribution channel for collagen supplements, accounting for a large segment of traditional consumers. Pharmacies leverage their credibility to attract first-time buyers seeking verified, high-quality products. They also serve older consumers who prioritize guidance and in-person consultations when choosing supplements.
Online
E-commerce platforms such as Lazada and Shopee are reshaping the distribution landscape. With over 70% of the population actively utilizing the internet, online channels are increasingly preferred by younger, tech-savvy consumers. Discounts, ease of comparison, and brand reviews make online platforms the go-to option for urban buyers. Surveys indicate that 60% of Vietnamese consumers use online platforms to purchase supplements post-pandemic, emphasizing the growing role of digital retail.
Hypermarkets and Supermarkets
Supermarkets like Co.opmart and AEON are significant players in collagen supplement sales. Their diverse product displays and frequent promotional campaigns attract a wide range of consumers, particularly those shopping for beauty and wellness products during routine visits. These stores cater to mid-income groups seeking reliable, mid-priced options, while offering a mix of local and international brands.

This segmentation demonstrates the Vietnam Collagen Supplement Market's versatility and growing alignment with consumer habits and preferences, driven by innovation, convenience, and targeted product offerings.

Regional Analysis for the Vietnam Collagen Supplement Market

The Vietnam Collagen Supplement Market reflects regional differences across Northern, Central, and Southern Vietnam, shaped by urbanization levels, consumer preferences, and distribution networks.

Northern Vietnam

Northern Vietnam, led by Hanoi, is a thriving market for collagen supplements due to its large urban population and growing focus on beauty and wellness among consumers. Hanoi acts as a major economic hub where beauty and health trends are rapidly embraced. A survey indicates that over 60% of Northern urban women aged 25-40 regularly purchase beauty-enhancing supplements, with collagen powders being particularly popular for their versatility.

Pharmacies and drug stores dominate the distribution channel here, as they cater to health-conscious residents seeking trusted, high-quality products. Hypermarkets such as Vinmart and local retail outlets also drive significant sales, aided by prominent product displays and promotional campaigns targeting middle-class consumers.

Semi-urban and rural areas in the north are slower adopters due to limited health awareness and purchasing power. However, rising internet penetration, currently exceeding 67% in Northern provinces, has enabled online platforms to bridge access gaps. The convenience offered by e-commerce platforms increasingly attracts younger buyers from smaller cities.

Central Vietnam

Central Vietnam, encompassing cities like Da Nang and Hue, represents an emerging market for collagen supplements. The region benefits from the rising popularity of wellness products among tourists and locals alike. Da Nang is recognized as a burgeoning hub for spa culture and relaxation-oriented health trends, driving awareness of collagen’s benefits for skin rejuvenation and overall health.

Drinks and collagen shots are particularly well-received in Central Vietnam, reflecting the region’s youthful demographic profile. Pre-packaged and flavored options are popular among students and young professionals, making “grab-and-go” products a hit in supermarkets and convenience stores.

While online channels are still developing in Central Vietnam, they are gaining traction rapidly. Surveys show that approximately 45% of consumers in this region have transitioned to digital platforms for their supplement purchases, mainly due to competitive pricing and product variety. Hypermarkets and supermarkets, such as Big C and Lotte Mart, play a prominent role in connecting collagen supplement brands to urban customers.

Southern Vietnam

Southern Vietnam, led by Ho Chi Minh City (HCMC), is the most dynamic and mature market for collagen supplements in the country. HCMC’s modern lifestyle, characterized by its tech-savvy youth and affluent middle class, fosters significant demand for beauty and wellness products. Surveys report that approximately 70% of women in HCMC actively use collagen supplements, influenced by the city’s beauty-centered culture.

Online platforms dominate the distribution network in this region due to robust internet penetration rates exceeding 80%. Collagen powders, drinks, and capsules are highly sought after on e-commerce platforms such as Lazada, Shopee, and Tiki, where discount promotions and customer reviews guide buyer behavior. Young professionals and fitness enthusiasts constitute a significant share of the online customer base.

Traditional retail outlets such as Co.opmart and AEON supermarkets remain pivotal in this region’s market dynamics. They attract a wide array of consumers, offering premium and mid-range collagen brands in well-organized beauty sections. Pharmacies also maintain their foothold among health-focused buyers seeking personalized product advice and quality assurance.

Insights Summary

Hanoi and HCMC lead Vietnam’s collagen supplement market, driven by urbanization, disposable income, and health-conscious demographics. Central Vietnam serves as a promising growth area, leveraging tourism and a young consumer base. Rural regions exhibit slower growth due to limited access and awareness but hold potential through the increasing penetration of online platforms. The market is poised for balanced development as distribution networks expand, and regional trends align with the broader shift toward health and beauty supplements.

Primary Catalysts and Hindrances for the Vietnam Collagen Supplement Market

The Vietnam collagen supplement market is propelled by flourishing beauty trends and increasing reliance on online retail. Approximately 60% of urban women actively use collagen products for anti-aging and wellness benefits, driving demand for powders, drinks, and capsules. E-commerce platforms like Shopee and Lazada ensure accessibility and convenience for tech-savvy younger consumers. However, challenges persist, with price sensitivity deterring purchases among lower-income groups and limited awareness in rural areas where traditional remedies dominate. Bridging these gaps through tailored pricing strategies and educational campaigns will be critical for unlocking the market’s full potential across Vietnam.

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Key Player Analysis for the Vietnam Collagen Supplement Market

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

Future Outlook for the Vietnam Collagen Supplement Market

Growing Urban Beauty Awareness: Increasing focus on skin health and anti-aging among urban consumers will continue driving demand for collagen powders, drinks, and capsules.
Expansion of Online Retail Channels: E-commerce platforms such as Shopee and Lazada will gain further prominence, with younger, tech-savvy consumers leading the adoption of online sales channels for collagen products.
Rising Wellness Trends: Post-pandemic health prioritization will fuel the popularity of multifunctional collagen supplements that address skin, joint, and immunity concerns.
Innovation in Product Formats: Advancements in collagen product development, including flavored and fortified drinks and ready-to-consume capsules, will appeal to Vietnam’s growing convenience-driven demographic.
Targeting the Aging Population: With 11% of Vietnam’s population aged 60 and above, there is strong potential for collagen products marketed specifically for addressing joint and bone health.
Increasing Regional Penetration: Expansion efforts into Central and rural areas, supported by campaigns to raise awareness and improve affordability, will unlock untapped consumer segments.
Price Sensitivity Challenges: The high price point of premium collagen products may deter lower-income groups, requiring targeted pricing strategies and promotions to ensure broader adoption.
Regulatory & Quality Standards: Growing consumer focus on ingredient transparency and quality certifications will shape the trustworthiness of brands and influencers.
Global Player Dominance: Continued investments by global leaders like Shiseido and Nestlé will foster innovation and drive competition in Vietnam’s collagen supplement market.