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Vietnam’s demand for health and wellbeing products is growing rapidly, driven by rising health awareness, increasing disposable incomes and stronger consumer interest in preventative healthcare.
To help Australian businesses capture these opportunities, Austrade and Complementary Medicines Australia (CMA) led a delegation of 9 companies to Pharmedi Vietnam 2026, the country’s premier trade show for the health industry. CMA is a member of the Trade Diversification Network working with government to support exporters to diversify and grow into new markets.
Supported by the Accessing New Markets Initiative, the mission helped businesses strengthen trade and commercial connections across Southeast Asia, a region expected to become the world’s fourth-largest economy by 2040.
Vietnam’s booming health and wellness market
Sales of dietary and health supplements reached A$3.6 billion and are forecast to grow at a compound annual growth rate (CAGR) of 5.4% between 2025 and 2030. Vietnam’s broader health and wellness market is expected to grow at 9% CAGR over the same period.
Vietnam imported A$1.5 billion worth of dietary supplements in 2025. Most dietary supplements are imported from Singapore, the United States, the European Union, China, Malaysia, South Korea, Thailand and Japan.
Demand continues to expand, creating opportunities for Australian exporters to increase their market share. Vietnam is currently Australia’s eighth-largest export market for dietary supplements.
Alongside regulatory discussions, delegates explored market trends and commercial opportunities across Vietnam’s dietary supplements sector. Topics included consumer demand, distribution channels and pathways to market.
Together, these insights gave delegates a deeper understanding of the Vietnamese market, helping them refine market entry strategies and identify opportunities for future growth.
Heidi Roscher, Director of Corporate Services at Complementary Medicines Australia, speaking at Pharmedi Vietnam.
Why export complementary medicines to Vietnam
The mission highlighted why Vietnam offers strong opportunities for Australian complementary medicines businesses.
Australian products are trusted
Australia is widely recognised as a trusted source of health and wellness products, with a strong reputation for quality, safety and rigorous regulatory standards.
Find out how Nature’s Way leveraged Australia’s reputation to expand to Vietnam.
Consumer power is growing
More than half of Vietnam’s population is expected to join the middle class by 2035, driving demand for premium imported products, including health and wellness offerings.
The regulatory environment is changing
Vietnam is strengthening regulations covering product registration, labelling, advertising and promotions, while increasing accountability for social media influencers.
These changes create opportunities for premium, high-compliance international brands. Australian manufacturers, supported by robust domestic regulatory standards, are well placed to respond and further strengthen their presence in market.
The “silver economy” is multiplying
Vietnam’s ageing population is creating significant opportunities for health and wellness businesses.
As life expectancy increases and consumers focus on maintaining health later in life, demand is expected to grow for products supporting healthy ageing, including bone and joint health, cardiovascular wellbeing, mobility and cognitive function.
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