Vietnam Sports Nutrition Market Report Size Share Growth Drivers Trends Opportunities & Forecast 2025–2030

Vietnam Sports Nutrition Market Overview

• The Vietnam Sports Nutrition Market is valued at USD 1.2 billion, based on a five-year historical analysis of the broader nutraceuticals and sports nutrition category, where sports nutrition represents a rapidly expanding subsegment. This growth is primarily driven by rising health consciousness among consumers, a booming fitness culture with more than 1,500 gyms and fitness centers nationwide, and expanding e-commerce accessibility across urban centers that facilitates online purchase of supplements. Social media and influencer promotion are also encouraging the use of protein powders, pre-workouts, and energy products as part of regular wellness routines, while increasing disposable incomes and a growing middle class help sustain consumption demand.
• Key players in this market include Nutifood Nutrition Food JSC, Herbalife Vietnam, Abbott Laboratories, GNC Vietnam, and Amway Vietnam, alongside other international brands active in Vietnam’s nutraceuticals and sports nutrition space. These companies are instrumental in driving product innovation and expansion through strong retail, direct-selling, pharmacy, and online networks, particularly in major urban areas where fitness centers and health awareness are most prevalent.
• To ensure product safety and consumer confidence, the Vietnamese government has mandated rigorous testing, registration, and quality control standards for health supplements, including sports nutrition products, before market entry under instruments such as Decree 15/2018/ND-CP on food safety management issued by the Government of Vietnam and guiding circulars from the Ministry of Health on health food and dietary supplement registration, labeling, and post-marketing inspection. This regulatory framework enhances market credibility, requires evidence of safety and conformity with technical standards, and aims to protect public health.

Vietnam Sports Nutrition Market Segmentation

By Type:The sports nutrition market in Vietnam is segmented into various types, including protein supplements, energy bars, pre-workout supplements, post-workout recovery products, meal replacement products, sports drinks, and others. This aligns with the broader categorization in Vietnam’s nutraceuticals and sports nutrition industry, which highlights protein powders, sports drinks, and dietary supplements as key product groups used for performance, recovery, and general wellness. Among these, protein supplements dominate the market due to their essential role in muscle recovery and growth, particularly among athletes, gym-goers, and fitness enthusiasts, and this is supported by strong revenue growth in protein powder sales in Vietnam. The increasing trend of fitness, bodybuilding, and weight management has led to a surge in demand for these products, making them a staple in the diets of health-conscious consumers who are seeking convenient, high-protein options.

By End-User:The end-user segmentation of the sports nutrition market includes athletes, fitness enthusiasts, casual consumers, health-conscious individuals, and others. Athletes represent the largest segment, driven by their need for specialized nutrition to enhance performance and recovery, aligning with the strong demand for performance-oriented supplements observed in Vietnam’s sports nutrition outlook. This segment is followed closely by fitness enthusiasts who are increasingly adopting protein powders, energy products, and pre-workout supplements to support their active lifestyles, reflecting the rapid growth of gyms and organized fitness activities in major cities. The growing awareness of health and fitness among the general population is also contributing to the rise of casual consumers and health-conscious individuals who use sports nutrition products for weight management, energy, and general wellness.

Vietnam Sports Nutrition Market Competitive Landscape

The Vietnam Sports Nutrition Market is characterized by a dynamic mix of regional and international players. Leading participants such as Nutifood, Herbalife Vietnam, Max Protein, MuscleTech, Optimum Nutrition, Isagenix, Bodybuilding.com, GNC Vietnam, Quest Nutrition, MyProtein, BSN, Dymatize, Scivation, EAS Sports Nutrition, and ProMix Nutrition contribute to innovation, geographic expansion, and service delivery in this space, while broader nutraceutical and sports nutrition analyses for Vietnam also highlight Nutifood, Herbalife, Abbott, Amway, and GNC among the prominent brands serving performance and wellness-oriented consumers.

Vietnam Sports Nutrition Market Industry Analysis

Growth Drivers

• Robust GDP and Trade Performance:Vietnam’s nominal GDP reached USD 430.0 billion in recent periods, with a growth rate of 7.1 percent. Exports surged to USD 405.53 billion, while imports totaled USD 380.76 billion, resulting in a trade surplus of USD 24.77 billion. This strong economic performance enhances disposable income, driving consumer spending on health and sports nutrition products, particularly in urban areas where demand is rapidly increasing.
• Rapid Expansion of the Digital Economy and E-commerce:The digital economy accounted for over 16 percent of Vietnam's GDP in recent assessments, with e-commerce revenue reaching USD 25 billion. Fiber-optic internet access expanded to 82.4 percent of households, while mobile broadband speeds averaged 86.96 Mbps. This digital transformation facilitates the online distribution of sports nutrition products, enhancing accessibility and convenience for consumers across the country.
• Surging Internet and Smartphone Penetration:As of early in future, Vietnam had approximately over 75 million internet users, representing a penetration rate of over 75 percent. The government aims for 100 percent household fiber-optic access in future, with 90 percent of households achieving fixed internet speeds of 200 Mbps. This high level of digital access fosters consumer engagement in fitness and wellness sectors, significantly benefiting the sports nutrition market.

Market Challenges

• High Prevalence of Counterfeit Products:In future, Vietnam reported numerous intellectual property violation cases, alongside trade frauds and smuggling incidents, with counterfeit supplements being a significant concern. This prevalence of fraud undermines consumer trust and poses regulatory risks for legitimate brands, complicating market dynamics and increasing operational challenges for compliant companies.
• Rural Connectivity Gaps:Despite advancements, approximately 30 percent of rural communities in Vietnam still lack reliable internet connectivity as of recent assessments. This digital divide limits e-commerce penetration in less urbanized areas, constraining market growth potential for sports nutrition products in these regions, where access to information and purchasing options remains limited.

Vietnam Sports Nutrition Market Future Outlook

The Vietnam sports nutrition market is poised for significant growth driven by the ongoing digital transformation and increasing consumer health awareness. With the digital economy projected to expand further, e-commerce will likely become a dominant channel for sports nutrition products. Additionally, government initiatives aimed at improving infrastructure and combating counterfeit products will enhance market conditions, fostering a more trustworthy environment for consumers and businesses alike, ultimately leading to increased market participation and innovation.

Market Opportunities

• E-commerce and Urban Market Penetration:With e-commerce sales reaching USD 25 billion in recent periods and fiber-optic internet access at 82.4 percent, urban consumers represent a significant opportunity for sports nutrition brands. This digitally connected demographic is increasingly turning to online platforms for their health and fitness needs, providing a lucrative channel for growth.
• Infrastructure-Backed Expansion into Emerging Segments:The Asia Direct Cable system, providing over 140 Tbps capacity, along with improved internet speeds, supports innovative delivery formats such as live commerce and health apps. This infrastructure advancement enables sports nutrition brands to explore new customer experiences and personalized nutrition solutions, tapping into a growing market segment.