Yogurt, known locally as “sữa chua,” holds a prominent place in Vietnam food and beverage industry, blending cultural heritage and contemporary preferences. Initially introduced during the French colonial period, yogurt has since been adapted and refined to suit the Vietnamese palate, resulting in a product that is distinctively tangy, creamy, and often sweetened with condensed milk. This unique adaptation has made yogurt not only a popular dessert but also an integral ingredient in various culinary creations.
The versatility of yogurt in Vietnam extends beyond traditional consumption patterns. It is widely used in a range of applications, from being a refreshing accompaniment to tropical fruits to forming the base of innovative beverages like yogurt coffee and smoothies. Its distinctive texture and flavour profile have also made it a popular choice in culinary experimentation, including fusion dishes that blend traditional Vietnamese flavours with modern gastronomic techniques. The presentation of yogurt in small, reusable glass jars has become an iconic image, resonating with both local consumers and international visitors.
The growing yogurt market in Vietnam, part of a much bigger and also growing dairy industry in Vietnam, reflects broader trends toward health-conscious consumption. With an increasing awareness of the health benefits associated with probiotics and the nutritional value of yogurt, local producers are expanding their offerings to include a diverse array of options, such as low-fat, organic, and plant-based varieties. This dynamic evolution of the yogurt market underscores Vietnam’s responsiveness to global dietary trends while maintaining the unique characteristics that have made sữa chua a beloved staple in the country’s culinary landscape.
Vietnam’s yogurt market in numbers
The yogurt market in Vietnam is forecasted to generate a revenue of US$15.83 million in 2024, reflecting its growing popularity and consumer demand. This sector is expected to experience a robust compound annual growth rate of 15.20 percent from 2024 to 2029, leading to a projected market volume of US$32.12 million by the end of this period, according to Statista.
Vietnam yogurt imports 2023
| Source | Trade Value (US$) | Net Weight(kg) |
| Australia | 964,849 | 645340 |
| Myanmar | 2,782 | 6564 |
| Canada | 566 | 264 |
| China | 232,665 | 112152 |
| China, Hong Kong SAR | 1,445,021 | 859268 |
| Japan | 2,263 | 106 |
| China, Macao SAR | 251 | 170 |
| Malaysia | 2,571 | 108 |
| Paraguay | 283 | 8 |
| Philippines | 40,984 | 18619 |
| Singapore | 183 | 1147 |
| USA | 42,967 | 3934 |
| Total | 2,735,385 | 1,647,680 |
Source: UN ComTrade
Vietnam Yogurt Brands
Vietnam has a diverse and competitive yogurt market, featuring a variety of local and international brands that cater to different consumer preferences. Some of the prominent Vietnamese yogurt brands include:
Vinamilk: As the largest dairy company in Vietnam, Vinamilk dominates the yogurt market with a wide range of products, including traditional yogurt, Greek yogurt, drinking yogurt, and probiotic yogurt. Their extensive distribution network and strong brand presence make them a household name.
TH True Milk: Known for its commitment to high-quality and organic dairy products, TH True Milk offers a range of yogurt products that emphasise natural ingredients and health benefits. Their offerings include flavoured yogurts, Greek yogurt, and drinking yogurt.
Moc Chau Milk: A long-established dairy brand, Moc Chau Milk in Vietnam produces a variety of yogurt products, including set yogurt, drinking yogurt, and fruit-flavoured options. Their products are popular in both urban and rural markets due to their quality and affordability.
Dalat Milk: This brand focuses on premium dairy products, including yogurts made from fresh milk sourced from its own farms in the Central Highlands. Dalat Milk’s yogurt products are known for their creamy texture and rich flavour.
Nutifood: A nutrition-focused company, Nutifood offers a range of fortified yogurt products designed to meet specific dietary needs. Their offerings include yogurts enriched with calcium, probiotics, and other essential nutrients.
These brands collectively contribute to a vibrant and growing yogurt market in Vietnam, reflecting the diverse tastes and preferences of Vietnamese consumers.
Foreign yogurt brands in Vietnam
Several foreign yogurt brands have established a strong presence in the Vietnamese market, capitalising on the increasing demand for high-quality dairy products and catering to diverse consumer preferences. Prominent foreign yogurt brands in Vietnam include:
Yakult: Originating from Japan, Yakult is widely recognized for its probiotic yogurt drink, which is popular among health-conscious consumers. The brand’s focus on gut health and immunity has made it a trusted choice for both adults and children in Vietnam.
Meiji: This Japanese brand offers a range of dairy products, including yogurt. Known for its premium quality and smooth texture, Meiji’s yogurt products are favoured for their taste and health benefits. The brand is particularly popular in urban areas and among young consumers. Of note, Meiji is also well known for its line of kids’ cheeses in Vietnam.
Nestlé: As a global food and beverage leader, Nestlé offers a variety of yogurt products under its brands, including Greek yogurt and fortified options. The company leverages its extensive distribution network and strong brand recognition to compete in the Vietnamese market.
Dutch Lady: A subsidiary of FrieslandCampina, Dutch Lady is known for its dairy products, including yogurts. The brand offers a range of flavoured and plain yogurts, emphasising quality and nutrition. Dutch Lady’s strong presence in the market is supported by its extensive distribution and marketing efforts.
These foreign brands contribute to the diversity and dynamism of the yogurt market in Vietnam, offering a wide range of products that cater to varying tastes and dietary needs.
How to import yogurt products into Vietnam
Importing yogurt products into Vietnam for foreign firms can be tricky. Not only are there a number of technical and legal requirements that need to be met, but a myriad of free trade agreements has made navigating tariffs and trade restrictions complex.
Understanding the nuances of importing yogurt products into Vietnam, including how to find a distributor, establish a trading company, and customs procedures, before attempting to access Vietnam’s 100 million-strong consumer market, can make the difference between a foreign firm’s success or failure. Read more…
Consumer trends in Vietnam’s yogurt market
Consumer trends in Vietnam’s yogurt market reflect a growing emphasis on health and wellness, convenience, and diverse taste preferences. Several key trends are shaping the market:
Health and Wellness Focus: As Vietnamese consumers become more health-conscious, there is a heightened demand for yogurt products that offer specific health benefits, such as probiotics for digestive health, low-fat or sugar-free options for weight management, and fortified yogurts enriched with vitamins and minerals. This trend is driven by an increasing awareness of the role of diet in overall well-being, particularly among urban and younger consumers.
Premiumization and Product Innovation: There is a rising interest in premium yogurt products, including Greek yogurt, organic varieties, and those made with natural ingredients. Consumers are willing to pay more for high-quality products that promise better taste and health benefits. Brands are responding by introducing innovative flavours, such as tropical fruits, and combining yogurt with other ingredients like chia seeds, oats, or granola to cater to evolving tastes.
Convenience and On-the-Go Consumption: Busy lifestyles are driving demand for convenient, ready-to-eat yogurt products. Single-serve packs, yogurt drinks, and portable formats are increasingly popular, especially among working professionals and students. This trend aligns with the broader growth in the snack and on-the-go food category in Vietnam.
Rise of Plant-Based and Functional Yogurts: With a growing interest in plant-based diets and concerns over lactose intolerance, there is an emerging market for plant-based yogurts made from ingredients like coconut, almond, or soy. Functional yogurts that target specific health concerns, such as boosting immunity or enhancing skin health, are also gaining traction, appealing to niche consumer segments.
Digital Engagement and E-Commerce: The COVID-19 pandemic has accelerated digital engagement and the use of e-commerce platforms for grocery shopping, including yogurt products. Brands are leveraging online channels to reach consumers directly, offering promotions and subscription models to drive sales and maintain customer loyalty.
These trends indicate a dynamic and rapidly evolving yogurt market in Vietnam, with opportunities for both local and international brands to innovate and cater to increasingly sophisticated consumer preferences.
What’s next?
The yogurt market in Vietnam has shown significant growth, driven by increasing consumer demand for healthy and nutritious food options. Local brands like Vinamilk and TH True Milk dominate the market, offering a diverse range of products, including traditional, Greek, and functional yogurts. Foreign brands such as Yakult and Meiji are also present, catering to premium and niche segments. There is, however, plenty of room for more.
That said, Vietnam’s business environment is dynamic and changes quickly. With this in mind, foreign yogurt firms looking to do business in this rapidly developing market should make sure to keep up with the latest developments by subscribing to the-shiv.