Vietnam Collagen Supplements Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Vietnam Collagen Supplements Market Trends and Insights

Increasing awareness of collagen benefits for anti-aging and skin health

Vietnamese consumers are exhibiting a profound transformation in their purchasing patterns, demonstrating a clear preference for scientifically validated beauty supplements while progressively distancing themselves from traditional remedies. The strategic intersection of beauty-from-within trends and Vietnam's rapidly expanding middle-class demographic continues to generate robust market demand, particularly among urban female consumers aged 25-45 who demonstrate sophisticated preferences for evidence-based skincare solutions. The extensive reach of beauty influencers and healthcare professionals across diverse social media platforms has fundamentally reshaped consumer understanding and heightened awareness regarding collagen's comprehensive anti-aging benefits. This significant market evolution aligns naturally with Vietnam's deeply rooted cultural emphasis on skincare and appearance, where strategic investments in personal grooming simultaneously function as indicators of social status and represent thoughtful commitments to personal wellness and comprehensive self-care practices.

Popularity of multifunctional collagen supplements with added ingredients

Manufacturers are enhancing their product development strategies by formulating innovative collagen products that include complementary nutrients to address multiple health concerns. For instance, the partnership between Sắc Ngọc Khang and Nitta Gelatin for Collagen Dipeptide incorporates Mitsubishi Corporation's Glutathione and AstaReal's Astaxanthin. This reflects the strong willingness of Vietnamese consumers to invest in premium-priced formulations that provide measurable benefits for skin health, joint function, and overall wellness. The market is witnessing a growing preference for products that cater to multiple health objectives, driven by the need to simplify daily supplement routines. Addressing this demand, Rohto Pharmaceutical launched MOCOLA, a collagen drink enriched with essential vitamins C, B6, and D. The existing regulatory framework supports such product innovations by streamlining approval processes for combination products that meet established safety standards.

Rapid growth of e-commerce and online retail channels

The rapid expansion of digital commerce continues to reshape traditional distribution methods, as online platforms steadily capture significant market share from physical retail stores. Market research and consumer behavior studies consistently demonstrate that functional food consumers are embracing and maintaining their online purchasing patterns, reflecting a fundamental transformation in buying preferences. E-commerce platforms provide companies with valuable opportunities to establish meaningful direct relationships with their consumers, effectively manage brand communication strategies, develop sophisticated loyalty programs, and streamline distribution costs through digital channels. The implementation of comprehensive regulatory frameworks has significantly enhanced consumer trust and confidence in online purchases, further accelerating the ongoing transition from traditional retail to digital commerce channels across global markets. As per the International Trade Administration, the eCommerce market is projected to expand at a brisk annual rate of 30% from 2021 to 2025^{[1]Source: International Trade Administration, “Assessment of Current Buyer Behavior in Market,” trade.gov}.

Popularization of natural, clean-label, and sustainably sourced collagen

The growing focus on sustainability drives demand for environmentally responsible collagen sourcing and production methods. In June 2025, Thai Union's USD 30 million investment in marine collagen production from tuna byproducts demonstrates the industry's commitment to sustainable practices while addressing supply chain pressures from traditional bovine sources. Vietnamese consumers increasingly examine product origins and manufacturing processes, preferring brands that demonstrate environmental stewardship and ethical sourcing. Navico's collagen plant construction in Vietnam, utilizing pangasius skin byproducts, aligns with circular economy principles while supporting local aquaculture industries. Clean-label positioning appeals to health-conscious consumers seeking products free from artificial additives and preservatives. Regulatory emphasis on transparency and traceability reinforces this trend through enhanced labeling requirements and supply chain documentation standards.

Regulatory challenges and evolving compliance requirements

Vietnam's regulatory authorities are intensifying their oversight of the marketing and distribution of functional foods, with a focus on ensuring consumer safety and maintaining market integrity. This increased scrutiny has led to higher operational costs and created barriers to market entry. Foreign manufacturers face additional challenges, as they must regularly demonstrate compliance with Good Manufacturing Practices through ongoing verifications. The authorities' dedication to regulatory enforcement is evident in their detailed investigation into "Ngân Collagen" products. While ASEAN's harmonization initiatives suggest potential benefits from future standardization across the region, companies are currently allocating substantial resources to meet evolving compliance requirements. In March 2024, the FDA updated its submission protocols for collagen supplements and similar nutritional products, revising its New Dietary Ingredient Notification Procedures^{[2]Source: Federal Register Office, “FDA Guidance on New Dietary Ingredient Notifications,” federalregister.gov}.

Inconsistent quality standards among local and imported products

Quality inconsistencies in Vietnam's supplement market continue to erode consumer confidence as regulatory authorities identify an increasing number of counterfeit and substandard products circulating through various distribution channels. Vietnamese pharmacies have come under intense regulatory scrutiny for distributing unlicensed supplements containing prohibited substances, particularly Sibutramine, raising significant public health concerns. A recent large-scale confiscation of unverified collagen products in Bac Ninh province demonstrates the persistent challenges in maintaining quality compliance across the supplement industry. The market is undergoing significant transformation as consumers increasingly prioritize established brands with comprehensive quality control measures, creating substantial barriers to entry for smaller companies that lack robust quality assurance systems and established track records.

Segment Analysis

By Form: Powder Dominance Drives Innovation

In 2024, powder formulations lead the market with a 43.55% share, reflecting their strong consumer appeal due to their versatility and perceived value. These formulations have gained popularity because they can be easily incorporated into beverages, smoothies, and various food preparations, allowing consumers to seamlessly integrate them into their daily routines. This adaptability has positioned powder formulations as a preferred choice for many, catering to diverse lifestyle needs and preferences.

The drinks and shots segment is projected to be the fastest-growing category, with a CAGR of 7.44% through 2030. This growth is attributed to rising consumer demand for convenience and the launch of innovative ready-to-consume products, such as Rohto's MOCOLA collagen drink, introduced in June 2025. Capsules remain in steady demand, catering to consumers who prefer traditional supplement formats. In contrast, gummies are experiencing notable growth, particularly among younger demographics, due to their appealing and enjoyable consumption experience, making them a prominent choice in this segment.

Note: Segment shares of all individual segments available upon report purchase

By Source: Animal-Based Maintains Supremacy

In 2024, animal-based collagen continues to dominate the market, accounting for 81.83% of the total share. This dominance highlights its strong consumer acceptance and well-established efficacy profiles. Bovine and marine sources remain the primary contributors to the supply chain, with marine collagen gaining increasing preference. Its superior absorption capabilities and reduced allergenicity make it a favored choice among consumers seeking effective and safer options. These factors reinforce the stronghold of animal-based collagen in the market landscape.

On the other hand, plant-based collagen alternatives are witnessing significant growth, with a compound annual growth rate (CAGR) of 7.13%. This surge is driven by rising consumer awareness around sustainability and the need to accommodate dietary restrictions. The industry's recognition of this growing potential is evident in initiatives like Evonik's partnership with Jland Biotech to develop vegan collagen. Such collaborations signal a strategic shift toward catering to the evolving preferences of environmentally conscious and health-focused consumers.

By End-User: Women Drive Market Expansion

In 2024, women hold a commanding 68.32% share of the market, highlighting their pivotal role in driving the collagen industry's growth. This demographic is projected to achieve a steady compound annual growth rate (CAGR) of 7.64% through 2030, fueled by increasing supplement adoption and targeted beauty-focused marketing strategies. Additionally, clinical studies focusing on East Asian women have confirmed collagen's effectiveness in improving skin health, further strengthening consumer trust and contributing to the market's expansion.

Meanwhile, male consumers are beginning to show a rising interest in collagen supplements, particularly for their benefits in supporting joint health and enhancing athletic performance. However, despite this growing awareness, the adoption rate among men remains comparatively lower than that of women. This gap presents a significant opportunity for businesses to explore targeted marketing initiatives and develop products tailored to the needs of the male demographic.

By Distribution Channel: Digital Transformation Accelerates

In 2024, supermarkets and hypermarkets account for a 34.92% market share, benefiting from strong consumer trust, established brand presence, and convenient access to a wide variety of products. These retail formats continue to attract a significant portion of consumers due to their ability to offer a one-stop shopping experience, combining groceries, household items, and other essentials under one roof. In contrast, online stores are experiencing significant growth, with a compound annual growth rate (CAGR) of 7.42%. This growth is fueled by the convenience of shopping from home, competitive pricing strategies, and the availability of an extensive range of products that cater to diverse consumer preferences.

The development of e-commerce platforms brings both opportunities and challenges, particularly with increasing regulatory oversight. For example, the Food Safety Department now mandates Shopee to verify product registrations, a measure that removes unregistered competitors while boosting consumer confidence in online shopping. This regulatory change highlights the growing importance of compliance in fostering trust within the digital marketplace. As regulatory frameworks evolve, e-commerce platforms must adapt to ensure adherence to these requirements, which can further enhance their credibility and consumer trust in the long term.

Geography Analysis

Vietnam's collagen supplements market is set for steady growth through 2030, supported by favorable demographics and economic trends. The country's GDP is expected to grow by approximately 7.5% in 2024, driven by manufacturing expansion and increasing middle-class consumption ^{[3]Source: National Statistics Office, “Socio-economic situation in the fourth quarter and 2024,” nso.gov.vn}. This economic momentum creates a strong foundation for the demand for premium health products. Urban areas like Ho Chi Minh City and Hanoi dominate market demand due to higher disposable incomes and greater health awareness among their populations.

Cultural preferences for skincare and wellness products further drive the market, with Vietnamese consumers showing a strong willingness to invest in high-quality health supplements. The Ministry of Health's initiatives to promote traditional medicine as a premium tourism product by 2030 align well with the growing interest in wellness products, creating additional opportunities for market growth. These efforts are expected to strengthen the connection between health tourism and the demand for collagen supplements.

Beyond major cities, secondary urban areas are emerging as promising markets, thanks to infrastructure development and rising income levels. Additionally, Vietnam's regulatory alignment with ASEAN standards is streamlining cross-border trade and investment. This positions the country as a key regional hub for the manufacturing and distribution of collagen supplements, further enhancing its competitive edge in the market.