Vietnamese consumers have become serious about health, and they are spending on it. Vitamins, supplements and functional foods have moved from the pharmacy shelf into everyday shopping baskets. I am Delissa Kieu, Vietnam Market Director at GMA. Here is our updated guide to selling health supplements in Vietnam, refreshed for the 2026 market.

I. The health supplements market in Vietnam

The category has kept booming. Functional food users already represent a large share of Vietnam’s roughly 100 million people, the market has been growing at double-digit rates for years, and it now runs into the billions of dollars. Consumer awareness is high and rising, and imported supplements carry a strong trust premium. What is new in 2026 is where the growth happens: online and through creators, not just pharmacies.

II. Key supplement trends

• 1. Mental health and sleep. Stress, focus and sleep support are rising fast.
• 2. Beauty from within. Collagen and skin, hair and nail supplements sell strongly.
• 3. Immunity. Immune support remains a durable, mainstream priority.
• 4. Vitamin D and essentials. Core vitamins stay in steady demand.
• 5. Functional and creative formats. Gummies, drinks and convenient formats win younger buyers.

III. How to find wholesale distributors for your supplement brand

To reach retail and pharmacy channels, you need the right partners. Find them through Google Search and Shopping, LinkedIn networking, and even targeted Facebook advertising. Vet them on reach, reputation and category fit, and remember that registration and compliance come first for anything ingestible.

IV. You need strong branding to sell in Vietnam

• 1. Run Facebook ads. Vietnamese spend hours daily on social; reach them there.
• 2. Build a Facebook page. A active community builds trust and repeat buying.
• 3. Sell on Shopee and Lazada. Marketplaces are core supplement channels.
• 4. Use Zalo. Stay close to customers for service and loyalty.
• 5. Have a strong website. Credibility and information for a health purchase.
• 6. Work with KOLs and KOCs. Authentic reviews drive trust and trial.
• 7. Use video content. Education and demonstration convert health buyers.

The 2026 update: online-first, trust-led

Two shifts define the market now. First, discovery and a growing share of sales have moved online, to TikTok Shop, Shopee, creators and livestream, so a pharmacy-only plan is no longer enough. Second, trust and compliance are decisive: under tighter rules and sharper consumers, education content, certifications and credible KOCs are what actually sell supplements. Build the trust layer, and the sales follow.

What this means for you

Selling supplements in Vietnam means getting compliance right, building trust with education and reviews, and going online-first while keeping pharmacy and retail distribution. Lead with the “why”, and sell where buyers research. For context, see the economy of Vietnam and its Digital 2025 profile.

Read next on our blog: marketing tips to manage a brand in Vietnam and working with distributors in Vietnam.

FAQ: selling health supplements in Vietnam

Is the supplement market growing in Vietnam?

Yes, strongly. A large share of the population uses functional foods, the market has grown at double-digit rates for years, and it now runs into the billions of dollars.

Which supplement trends are rising?

Mental health and sleep, beauty-from-within like collagen, immunity, core vitamins, and creative formats like gummies and drinks that appeal to younger buyers.

Do I need registration to sell supplements?

Yes. Registration, compliance and correct labeling are essential for anything ingestible. Skipping them stalls your launch and creates real risk.

Where do Vietnamese buy supplements?

Increasingly online, on TikTok Shop, Shopee and Lazada, discovered through creators and livestream, alongside traditional pharmacy and retail channels.

How do supplement brands build trust?

Through education content, certifications and credible KOC reviews. Health sells on the “why”, so proof and authentic voices matter more than promotion.

Grow your supplement brand in Vietnam with GMA

At GMA, we help health and supplement brands grow in Vietnam. We build trust through education and creator content, set up your e-commerce and pharmacy distribution, and keep you compliant. If you want to grow here, tell us about your project.

Delissa Kieu, Vietnam Market Director at GMA (Gentlemen Marketing Agency). I lead our work on the ground in Vietnam, advising foreign brands on market entry, distribution and digital growth. If you want a clear read on this market, talk to our team.

GMA is a French agency based in Shanghai with more than 75 specialists, running marketing, e-commerce and distribution for foreign brands across Asia, with a dedicated team on the ground in Vietnam.