Healthy Food: Demand Far Outstrips Supply

The marketing and market research firm Cimigo just released the results of a research on Vietnamese consumers’ healthy choices, conducted across major cities in Vietnam. The results are based on over 1,000 consumer interviews and qualitative discussions with consumers across different life stages.

Stress, pollution and food scare dominate public concerns in the context of fast economic growth and increasing incomes in Vietnam. Healthy consumption could increase exponentially, demand far outstrips supply. There are not enough healthy brands to satisfy consumer desires.

Understandably, stress tops the concerns in a country like Vietnam, which is expected to achieve gross domestic product growth of 6 % or higher this year and become a newly-industrialized country by 2020. Up to 36 % of respondents pointed out stress as the top concern of their busy life.

Stress fear is far greater than cancer and contaminated food, which share the same second place in the surveyed list of dominant concerns chosen by 20 % of the respondents, as well as pollution, which has become one of the most discussed topics these days.

Interestingly, mental benefits lead the pace versus physiological expectations. Staying mentally alert stands out as the most desired health benefit consumers look for, followed by immunity and the energy to fulfill goals.

Nevertheless, consumers also see clear drawbacks in these fast-paced socio-economical mutations. Strong concerns are voiced regards pollution and food contamination, such as the recent melamine crisis.

Consumers look for increased safety and reassurance at all levels of their food choices traceability, clarity on ingredients and information on origins. On the same note and in order to fight back the side-effects of a high-tech modern life, consumers are still seeking solutions that can help them purify, cleanse and restore their internal balance.

The greatest fear is an invisible one: the plague of stress, which is ranked as the highest concern of them all, far greater than cancer.

Vietnam has a strong and long standing tradition of holistic health, based on the use of natural ingredients, medicinal herbs and home-made herbal teas. Even in a context of high-tech processed food standardisation, “natural goodness” is still strongly believed as being the best means to preserve and restore balance. However nature is not always sufficient to boost performance and capabilities in the short time and satisfy the immediate effects consumers seek.

What today qualifies as a healthy is a brand that has understood their specific needs (like Omachi noodles that prevent inner heat). It often also combines a natural base and high-tech production standards (Vinamilk, Kinh Do) and in some cases, it was also able to relevantly recycle local beliefs and ancient remedies (like Khong Do, Dr.Thanh and AFC).

The new demand for healthy products is for brands which can combine nature and science, in an effective and compelling manner. This must also be delivered with an attractive and convenient packaging solution and must incorporate high safety and hygiene standards. Ultimately, the brand and benefit must be communicated in an engaging and simple way.

Addressing the desire to be highly achieving (immunity, physical strength, mental alertness) or the desire to relax and de-stress will be highly welcome. Boosted beauty and good looks will be even more welcome. Healthy consumption could increase exponentially, demand far outstrips supply. There are not enough healthy brands to satisfy consumer desires.

Tags: Healthy Food