Health-Driven Beverage Market – Opportunities for Vietnamese Businesses
In the last few years, “health” has gone from a personal goal to a global movement. From Tokyo to New York, consumers are swapping sugary sodas for low-calorie kombucha, plant-based milk, and functional herbal drinks. According to Statista, the global functional beverage market reached USD 151 billion in 2024 and is projected to hit USD 230 billion by 2030. Statista, “Functional Beverages Market Size,” 2024.
Market Drivers – What’s Fueling the Trend?
Several factors are pushing health-focused beverages into the spotlight:
Post-pandemic health awareness – Consumers are more conscious about immunity and nutrition.
Younger demographics – Millennials and Gen Z demand products that align with their active lifestyles.
Innovation in flavors and formats – From ready-to-drink herbal teas to sparkling vitamin water.
Government health campaigns – Policies promoting reduced sugar intake and better nutrition.
Key Product Segments
Functional Beverages – Infused with vitamins, probiotics, or adaptogens.
Low/No Sugar Beverages – Stevia-sweetened teas, natural fruit infusions.
Herbal and Traditional Drinks – Ginseng tea, artichoke tea, ginger drinks.
Mr. Viet’s Functional Coffee Mr. Viet, a Vietnamese coffee brand, introduced a functional drip coffee line enriched with collagen and ginseng. Sold both in supermarkets and via online channels, the product targets health-conscious office workers and has seen a 25% sales increase in 2024 compared to regular drip coffee.
Opportunities for Vietnamese Businesses Leverage local ingredients – Vietnam’s herbs, tropical fruits, and superfoods are underutilized. Private labeling for export – Partner with foreign retailers to supply health drinks under their brands. Digital marketing focus – Target niche communities like yoga practitioners, runners, and wellness bloggers.
Health-driven beverages are not a passing fad—they’re becoming a lifestyle staple. For Vietnamese businesses, the key is to combine authentic local flavors with modern health trends to create products that resonate globally.