Vietnam Pet Nutraceuticals Market Size and Share
Market Overview
| Study Period | 2021 - 2031 |
|---|---|
| Forecast Data Period | 2026 - 2031 |
| Base Year Market Size (2025) | USD 3.36 Million |
| Market Size (2026) | USD 3.78 Million |
| Market Size (2031) | USD 6.39 Million |
| Growth Rate (2026 - 2031) | 10.90% CAGR |
| Market Concentration | Medium |
Major Players *Disclaimer: Major Players sorted in no particular order Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0. | |
Vietnam Pet Nutraceuticals Market Analysis by Mordor Intelligence
The Vietnam pet nutraceuticals market was valued at USD 3.36 million in 2025 and is projected to grow from USD 3.78 million in 2026 to USD 6.39 million by 2031, registering a CAGR of 10.90% during the forecast period from 2026 to 2031. This growth is driven by a noticeable shift in consumer behavior, with pet owners increasingly adopting routine wellness products instead of occasional supplement use, particularly in major urban areas. The potential for growth in formal pet nutrition remains significant, as Vietnam’s official government portal reported in 2026 that only 5% of dogs and cats receive specifically formulated food. Specialty retail outlets and veterinary recommendations continue to play a key role in influencing purchase decisions, maintaining the relevance of offline channels despite the rise of digital discovery. Additionally, increasing online visibility is enabling brands to reach consumers beyond Ho Chi Minh City and Hanoi. However, price sensitivity in lower-tier markets and stricter import regulations under Vietnam’s updated veterinary rules are projected to favor locally produced or locally licensed formulations over direct-import premium products in the medium term.
Key Report Takeaways
- By sub product, the Vietnam pet nutraceuticals market share for vitamins and minerals accounted for the largest 27.2% in 2025, and omega-3 fatty acids are projected to expand at the fastest 11.4% CAGR from 2026 to 2031.
- By pets, dogs held the largest 60.0% share in 2025, while the Vietnam pet nutraceuticals market size for cats is forecast to grow at the fastest CAGR of 13.6% from 2026 to 2031.
- By distribution channel, the specialty stores captured the largest 63.2% share in 2025, while the online channel is projected to grow at the fastest CAGR of 12.0% from 2026 to 2031.
Note: Market size and forecast figures in this report are generated using Mordor Intelligence’s proprietary estimation framework, updated with the latest available data and insights as of January 2026.
Vietnam Pet Nutraceuticals Market Trends and Insights
Drivers Impact Analysis*
| Driver | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
|---|---|---|---|
| Rising pet humanization and preventive wellness spending | +2.8% | National, with concentrated uptake in Ho Chi Minh City and Hanoi | Short term (≤ 2 years) |
| Expansion of premium and functional formulations in urban centers | +1.9% | Tier-1 cities, including Ho Chi Minh City, Hanoi, and Da Nang, with gradual spillover to Tier-2 cities | Medium term (2-4 years) |
| Growth of specialty pet retail and vet-recommended sales channels | +1.6% | Urban centers, with early-stage expansion into Can Tho and Hai Phong | Medium term (2-4 years) |
| Rising feline ownership and species-specific supplement demand | +1.5% | National, urban-led, with strongest traction in apartment-dense districts of Ho Chi Minh City and Hanoi | Medium term (2-4 years) |
| Under-developed rural supplement penetration | +1.2% | Nationwide rural provinces, with longer-term potential in the Mekong Delta and Central Highlands | Long term (≥ 4 years) |
| Cross-border brand visibility through e-commerce and social commerce | +1.4% | National, led by Shopee, Lazada, TikTok Shop, and Facebook commerce | Short term (≤ 2 years) |
| Source: Mordor Intelligence | |||
Rising Pet Humanization and Preventive Wellness Spending
The Vietnam pet nutraceuticals market is experiencing growth due to increasing pet ownership and heightened focus on companion animal health and well-being. According to Vietnam's Department of Animal Health, over 4.9 million households were raising dogs and cats in 2024, accounting for a companion animal population of approximately 7.6 million nationwide[1]Source: Vietnam Department of Animal Health, “90% of Dogs and Cats in Ho Chi Minh City Vaccinated Against Rabies,” vietnam.vn. As pets become a more integral part of households, owners are prioritizing preventive healthcare, nutrition, and long-term wellness management. This trend is driving demand for nutraceutical products, including vitamins, probiotics, omega-3 supplements, and immune-support formulations, which contribute to maintaining pet health and enhancing their quality of life. As a result, the expanding pet population and growing owner investment in pet wellness products are bolstering the market.
Expansion of Premium and Functional Formulations in Urban Centers
The Vietnam pet nutraceuticals market is experiencing growth due to increasing demand for premium and specialized pet health products, particularly in major urban areas. Consumers are showing a preference for products that offer targeted wellness benefits. This demand for higher-quality nutrition has led manufacturers to develop formulations addressing digestive health, immunity, skin and coat care, and overall wellness. The trend toward premiumization is evident in consumer purchasing behavior. According to the Vietnam News Agency (VNA), South Korean pet food products represent 30–40% of purchases in specific pet food segments in Vietnam. This indicates strong consumer acceptance of imported, higher-value pet nutrition products, fostering opportunities for the expansion of premium nutraceutical formulations.
Growth of Specialty Pet Retail and Vet-Recommended Sales Channels
The Vietnam pet nutraceuticals market is experiencing growth driven by the expansion of specialty retail and veterinary-focused sales channels. These channels enable consumers to make informed decisions regarding pet health products. Pet owners often depend on recommendations from pet stores, veterinary clinics, and trained staff when choosing supplements for digestive health, immunity, skin and coat care, and overall wellness. The significance of these channels is evident in the growth of Vietnam’s organized pet care industry. According to Petfair Vietnam, the 2026 edition included 250 exhibitors from 20 countries and regions, highlighting the expanding scale of pet retail, distribution, and veterinary networks that facilitate market access for nutraceutical brands nationwide[2]Source: Petfair Vietnam, “Petfair Vietnam 2026,” petfair-vietnam.com..
Rising Feline Ownership and Species-Specific Supplement Demand
The Vietnam pet nutraceuticals market is experiencing growth due to the increasing adoption of cats, particularly in urban households. Cats are well-suited to apartment living as they require less space and maintenance compared to many dog breeds. This trend has led to a rising demand for species-specific health and wellness products that cater to feline nutritional needs. Products addressing hairball management, urinary tract health, skin and coat condition, and taurine supplementation are gaining attention among pet owners. Additionally, the limited availability of feline-specific nutraceuticals compared to dog-focused products presents opportunities for brands to expand their offerings and strengthen their position in the market.
Restraints Impact Analysis*
| Restraint | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
|---|---|---|---|
| High price sensitivity outside Tier-1 cities | -1.8% | Non-Tier-1 cities, the Mekong Delta, and central and northern rural provinces | Long term (≥ 4 years) |
| Limited veterinary guidance for supplement use | -1.4% | National, with the strongest effect in provincial and rural areas | Medium term (2-4 years) |
| Uneven product availability and cold-chain or storage gaps for select formats | -0.9% | Secondary cities and rural distribution networks | Medium term (2-4 years) |
| Ingredient traceability and compliance friction for imported products | -0.8% | National, with concentration at import entry points and in foreign-branded stock keeping units | Short term (≤ 2 years) |
| Source: Mordor Intelligence | |||
High Price Sensitivity Outside Tier-1 Cities
The Vietnam pet nutraceuticals market faces challenges in adoption outside major urban areas, where household purchasing power is lower, and consumers are more price-sensitive. Premium nutraceutical products often compete with lower-cost alternatives or informal pet care solutions, making it difficult for consumers to justify higher spending on preventive wellness products. This affordability issue is further exacerbated by regional income disparities. According to the General Statistics Office of Vietnam (GSO), the average monthly income per capita in urban areas was VND 6.9 million (USD 272) in 2024, compared to VND 4.5 million (USD 177) in rural areas. This income gap limits the demand for premium pet health products outside Tier-1 cities, resulting in market penetration being concentrated primarily in major metropolitan areas.
Limited Veterinary Guidance for Supplement Use
The Vietnam pet nutraceuticals market encounters challenges stemming from the limited availability of veterinary guidance for companion animals, especially in areas outside major urban centers. Many pet owners do not have access to professional advice on preventive nutrition, supplement selection, or long-term wellness management. This lack of guidance reduces confidence in nutraceutical products, which often require clear communication of their health benefits. Consequently, purchasing decisions are frequently driven by informal information sources rather than clinical recommendations. This situation can hinder the adoption of premium supplements, create uncertainty about product efficacy, and pose difficulties for nutraceutical brands in building trust and promoting consistent product usage among a wider consumer base.
*Our forecasts treat driver/restraint impacts as directional, not additive. The impact forecasts reflect baseline growth, mix effects, and variable interactions.
Segment Analysis
By Sub Product: Omega-3 Fatty Acids Lead the Functional Upgrade
The Vietnam pet nutraceuticals market share for vitamins and minerals held the largest 27.2% in 2025. The segment maintains a leading position because vitamins and minerals remain the most widely recognized form of nutritional supplementation among pet owners. These products are commonly used to support daily wellness, immune function, and nutritional balance across different life stages. Their broad applicability makes them suitable for both first-time and experienced supplement users. The category also benefits from strong availability through specialty pet stores and veterinary channels, where basic nutritional support products are often recommended as an entry point into preventive pet healthcare.
Omega-3 fatty acids are forecast to grow at the fastest CAGR of 11.4% from 2026 to 2031. The rising demand is driven by pet owners focusing on targeted health benefits rather than general nutritional support. Omega-3 formulations are increasingly linked to improvements in skin and coat health, joint mobility, cardiovascular wellness, and cognitive support for aging pets. Growing awareness of preventive care is prompting consumers to choose products with clearly defined functional benefits. In response, manufacturers are expanding their product portfolios with specialized formulations and convenient delivery formats, further strengthening the position of omega-3 products within the evolving pet nutraceutical market.
By Pets: Cats Outpace Dogs in Growth Rate During the Urban Apartment Shift
Dogs accounted for the largest 60.0% share in 2025. Dogs continue to represent the dominant companion animal category due to their established presence in Vietnamese households and the broader availability of dog-focused health products. The category benefits from a more developed ecosystem of nutritional supplements, wellness products, and veterinary services compared with other pet types. Owners are increasingly adopting preventive health practices for dogs, supporting demand for products focused on mobility, digestion, skin and coat health, and immune support. This well-established consumer base continues to reinforce the segment's leading position across the pet nutraceutical landscape.
The Vietnam pet nutraceuticals market for cats is projected to grow at the fastest CAGR of 13.6% from 2026 to 2031. This growth is driven by changing urban lifestyles, where cats are increasingly preferred due to their suitability for apartment living and lower space requirements. Pet owners are showing a growing preference for products specifically formulated for feline nutritional and wellness needs, moving away from generalized supplements. This trend has encouraged manufacturers to develop targeted solutions addressing digestive health, skin and coat condition, urinary health, and overall well-being. The increasing availability of dedicated feline products is projected to sustain growth in this segment.
By Distribution Channel: Specialty Stores Hold Trust While Online Platforms Expand Reach
The specialty stores captured the largest 63.2% share in 2025. These outlets remain the preferred purchasing channel because they combine product availability with personalized guidance and educational support. Many pet owners continue to seek reassurance before purchasing wellness-oriented products, particularly those with health-related claims. Specialty retailers are often better positioned than mass-market outlets to explain product benefits and recommend appropriate solutions based on pet needs. Their ability to offer a curated assortment of premium and clinically positioned products further strengthens their importance within the distribution landscape for pet nutraceuticals.
The online channel is anticipated to grow at the fastest CAGR of 12.0% from 2026 to 2031. Digital platforms are gaining importance as consumers prioritize convenience, a wider product range, and easier access to information. Online retail allows brands to reach consumers beyond major metropolitan areas and facilitates the discovery of niche and specialized nutraceutical products. The increasing use of social commerce, digital marketing, and influencer-driven product education is enhancing consumer awareness. As purchasing behavior shifts toward digital channels, online platforms are projected to play a more significant role in product discovery, customer engagement, and repeat purchases.
Geography Analysis
Ho Chi Minh City remains the primary hub for companion animal spending and the adoption of premium pet care products in Vietnam. The city benefits from a large urban population, higher disposable incomes, and a well-established network of specialty pet stores, veterinary clinics, and modern retail outlets. Pet owners in the city exhibit greater awareness of preventive healthcare and are more inclined to purchase wellness-oriented products for their companion animals. These factors position Ho Chi Minh City as a critical launch market for new nutraceutical formulations and a key destination for international brands entering Vietnam.
Hanoi represents another significant demand center, driven by strong consumer interest in pet wellness, nutrition, and preventive healthcare. The capital city boasts a growing ecosystem of veterinary services, specialty retailers, and pet-focused communities, which contribute to increased awareness of companion animal health. Consumer demand in Hanoi is primarily fueled by a preference for trusted products with clear health benefits and reliable quality standards. Beyond Hanoi and Ho Chi Minh City, cities such as Da Nang, Hai Phong, and Can Tho are gradually emerging as promising expansion markets, supported by rising pet ownership and improved access to modern pet care infrastructure.
Vietnam continues to attract increasing interest from international pet care companies due to its growing companion animal population and relatively low penetration of specialized pet nutrition products. According to the Vietnam News Agency (VNA), Vietnam's pet ownership rate reached 79% in 2026, ranking the country among the highest pet-owning markets in the Asia-Pacific region. This combination of rising pet ownership, urbanization, and evolving consumer preferences reinforces Vietnam's position as an attractive destination for pet nutrition and wellness brands.
Competitive Landscape
The Vietnam pet nutraceuticals market is moderately consolidated, with participation from both multinational and domestic companies. Key players include Mars, Incorporated, Nestlé S.A., Virbac S.A., Vietnam Veterinary Product Join Stock Company, and Tigervet Uka Pharma Company Limited. International companies compete through strong brand portfolios, research capabilities, and premium product offerings, while domestic manufacturers leverage established distribution networks, local market knowledge, and competitive pricing strategies. The market is increasingly focused on preventive healthcare, functional nutrition, and species-specific formulations for companion animals.
Product differentiation remains a key competitive strategy as companies aim to address evolving consumer preferences for targeted health benefits. International brands typically emphasize clinically supported formulations and premium positioning, while domestic players focus on affordability, accessibility, and leveraging local market expertise. Companies are expanding their product portfolios to include offerings that support digestive health, immunity, joint mobility, skin and coat condition, and overall wellness. The growing influence of online retail and social commerce is prompting firms to invest in digital engagement, consumer education, and direct-to-consumer marketing strategies to strengthen customer relationships and encourage repeat purchases.
Competitive activity in the Vietnam pet nutraceuticals market is increasing as both domestic and international companies expand their companion animal healthcare portfolios. In September 2024, Virbac S.A. launched Movoflex Cat, a joint-health supplement containing eggshell membrane, krill-derived omega-3 fatty acids, hyaluronic acid, and astaxanthin. This addition strengthens its nutraceutical offerings for companion animals across various markets, including Vietnam[3]Source: Virbac S.A., “The Future of Cat Mobility Starts Now!”, corporate.virbac.com. The development highlights the industry's growing emphasis on preventive pet wellness and specialized nutritional solutions. With rising pet ownership and improved awareness of pet health in Vietnam, companies are investing more in innovative supplements, functional nutrition products, and veterinary health solutions, driving market growth and intensifying competition.
Vietnam Pet Nutraceuticals Industry Leaders
Mars, Incorporated
Nestlé S.A.
Virbac S.A.
Vietnam Veterinary Product Join Stock Company
Tigervet Uka Pharma Company Limited
- *Disclaimer: Major Players sorted in no particular order
Recent Industry Developments
- January 2026: Virbac S.A. introduced URSOLYX Soft Chews for Cats, a nutraceutical supplement containing ursolic acid designed to support feline muscle health. This launch expands the company's companion animal nutraceutical portfolio and addresses the increasing demand for preventive pet wellness solutions in markets like Vietnam.
- March 2025: Mavin Group Joint Stock Company expanded its PETS CHOICE brand by launching stores on major e-commerce platforms in Vietnam. This initiative enhanced consumer access to pet nutrition and wellness products, bolstered the brand's digital distribution network, and contributed to the increasing availability of companion animal health products in Vietnam's emerging pet nutraceutical market.
- November 2024: Vietnam has issued Circular No. 18/2024/TT-BNNPTNT, which updates the requirements for managing animal feed products, including quality control, registration, and labeling. This regulation aims to establish a more structured framework for overseeing animal nutrition products, including pet nutraceuticals such as probiotics, vitamins, minerals, and other functional nutritional supplements marketed for companion animals in Vietnam.
Vietnam Pet Nutraceuticals Market Report Scope
Pet nutraceuticals are functional nutritional products designed to enhance pet health beyond basic dietary needs. These include vitamins, probiotics, omega-3 fatty acids, and bioactive compounds that support immunity, digestion, joint health, skin condition, and overall well-being. The Vietnam Pet Nutraceuticals Market Report is Segmented by Sub-Product (Milk Bioactives, Omega-3 Fatty Acids, Probiotics, Proteins and Peptides, and More), by Pets (Cats, Dogs, and Other Pets), and by Distribution Channel (Convenience Stores, Online Channel, Specialty Stores, Supermarkets and Hypermarkets, and Other Channels). The Market Forecasts are Provided in Terms of Value (USD) and Volume (Metric Tons).
| Milk Bioactives |
| Omega-3 Fatty Acids |
| Probiotics |
| Proteins and Peptides |
| Vitamins and Minerals |
| Other Nutraceuticals |
| Cats |
| Dogs |
| Other Pets |
| Convenience Stores |
| Online Channel |
| Specialty Stores |
| Supermarkets/Hypermarkets |
| Other Channels |
| By Sub Product | Milk Bioactives |
| Omega-3 Fatty Acids | |
| Probiotics | |
| Proteins and Peptides | |
| Vitamins and Minerals | |
| Other Nutraceuticals | |
| By Pets | Cats |
| Dogs | |
| Other Pets | |
| By Distribution Channel | Convenience Stores |
| Online Channel | |
| Specialty Stores | |
| Supermarkets/Hypermarkets | |
| Other Channels |
Key Questions Answered in the Report
What is the projected size of the Vietnam pet nutraceuticals market by 2031?
The Vietnam pet nutraceuticals market is projected to reach USD 6.39 million by 2031.
Which product category leads spending in Vietnam pet nutraceuticals?
Vitamins and Minerals accounted for the largest 27.2% share in 2025.
Which pet type is growing the fastest in Vietnam?
Cats are the fastest-growing pet segment, with forecast growth of 13.6% CAGR from 2026 to 2031.
Which sales channel is most important for pet supplements in Vietnam?
Specialty Stores are the leading channel with the largest 63.2% share in 2025.
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