In this article, we will discuss the market size of sugar substitute consumed in Vietnam, the market size of each segment within the sugar substitute industry, the search trends based on keywords related to sugar substitute in Google search, and three companies that appear to be actively engaged in marketing sugar substitute online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in November 2024.
Vietnam’s Sugar Substitute Market Overview
There is currently no specific data available on the sugar substitute consumer market in Vietnam. However, the overall sweeteners consumption data for Vietnam is provided below.
Overview of the Sweeteners Market in Vietnam
The sweeteners market in Vietnam has experienced steady growth, with revenues increasing from $2.05 billion in 2018 to a forecasted $2.63 billion by 2026. Despite a slight plateau in 2020, when revenue reached $2.13 billion, the market quickly regained momentum, growing to $2.33 billion by 2023. This upward trend is driven by rising consumer demand for sugar alternatives and their growing use in the food and beverage sectors. Forecasts for 2024-2026 suggest sustained growth as the market adapts to evolving consumer preferences and innovation in sweetener products, solidifying Vietnam’s position as a key player in the regional sweeteners industry.
| Year | Annual market size by revenue (billion USD) |
|---|---|
| 2026 (Forecast) | 2.63 |
| 2025 (Forecast) | 2.52 |
| 2024 | 2.41 |
| 2023 | 2.33 |
| 2022 | 2.25 |
| 2021 | 2.15 |
| 2020 | 2.13 |
| 2019 | 2.09 |
| 2018 | 2.05 |
| 2017 | Data not available |
| 2016 | |
| 2015 |
Vietnam’s Sweeteners Market Segments
Vietnam’s Sweeteners segmentation by Sales Channels
The sweeteners market is segmented into offline and online channels. Offline channels refer to traditional brick-and-mortar stores where customers physically purchase products, while online channels include e-commerce platforms, company websites, and social media stores.
Offline channels dominate the market, with revenue projected to reach $2,510 million in 2026, up from $2,030 million in 2018. Despite their smaller share, online channels are growing steadily, increasing from $20 million in 2018 to a forecasted $120 million in 2026. This growth reflects a shift in consumer behavior toward digital platforms. In 2023, offline sales stood at $2,260 million compared to $70 million for online channels, highlighting the need for businesses to optimize both channels to meet evolving customer demands.
Segmentation by Sales Channels market data
| Year | Offline channels(million USD) | Online channels (million USD) |
|---|---|---|
| 2026 (forecast) | 2,510 | 120 |
| 2025 (forecast) | 2,420 | 100 |
| 2024 | 2,330 | 80 |
| 2023 | 2,260 | 70 |
| 2022 | 2,190 | 60 |
| 2021 | 2,100 | 50 |
| 2020 | 2,100 | 30 |
| 2019 | 2,060 | 30 |
| 2018 | 2,030 | 20 |
| 2017 | Data not available | |
| 2016 | ||
| 2015 | ||
Vietnam’s Sweeteners segmentation by Types
The sweeteners market in Vietnam is segmented into three main categories: sugar, honey, and artificial sweeteners. Sugar dominates the market, with revenue projected to reach $1,620 million by 2026, showcasing its continued importance despite gradual diversification. Honey, a growing segment, is forecasted at $740 million in 2026, reflecting rising consumer interest in natural sweeteners. Artificial sweeteners, although smaller in share, demonstrate steady growth, expected to contribute $270 million by 2026. From 2018 to 2026, all segments display consistent increases, driven by evolving health-conscious preferences and broader adoption of alternative sweeteners. This segmentation highlights opportunities across both traditional and emerging categories.
Segmentation by Types market data
Unit: million USD
| Year | Sugar | Honey | Artificial sweeteners |
|---|---|---|---|
| 2026 (forecast) | 1,620 | 740 | 270 |
| 2025 (forecast) | 1,560 | 700 | 260 |
| 2024 | 1,500 | 660 | 250 |
| 2023 | 1,450 | 630 | 250 |
| 2022 | 1,400 | 610 | 240 |
| 2021 | 1,340 | 580 | 230 |
| 2020 | 1,330 | 570 | 230 |
| 2019 | 1,300 | 560 | 230 |
| 2018 | 1,270 | 550 | 230 |
| 2017 | Data not available | ||
| 2016 | |||
| 2015 | |||
Search Trends for Sugar Substitute in Vietnam
In this section, we analyze the search trends for the following keywords:
Keyword
Chất tạo ngọt: sweetener
Chất tạo ngọt tự nhiên: natural sweetener
Keyword explanation
Chất tạo ngọt: This term refers to any substance used to provide a sweet taste to foods or beverages. Sweeteners can be natural (like sugar or honey) or artificial (like aspartame or sucralose). The term is broad and encompasses all types of sweetening agents.
Chất tạo ngọt tự nhiên: This term specifically refers to sweetening agents derived from natural sources, such as plants or fruits. Examples include honey, stevia, coconut sugar, and agave syrup. These are often preferred by health-conscious consumers seeking alternatives to artificial or processed sweeteners.
Top 50 monthly keywords searched
Based on the keywords above, this list also includes keywords that Google has determined to be related.
| Keyword | Monthly search volume |
|---|---|
| đường ăn kiêng | 4,400 |
| đường isomalt | 880 |
| đường isomalt | 880 |
| duong kieng | 590 |
| đường ăn kiêng splenda | 390 |
| đường stevia | 390 |
| đường ăn | 390 |
| đường ăn kiêng có tốt không | 320 |
| đường ăn kiêng isomalt | 260 |
| đường ăn kiêng isomalt | 260 |
| đường splenda | 210 |
| aspamic | 210 |
| duong an kieng | 210 |
| nên mua đường an kiêng loại nào | 210 |
| đường bắp ăn kiêng | 210 |
| đường ăn kiêng mivolis | 210 |
| đường cologrin | 170 |
| đường ăn kiêng biên hoà | 140 |
| đường ăn kiêng biên hòa | 140 |
| đường cho người ăn kiêng | 140 |
| đường ăn kiêng biên hoà | 140 |
| đường ăn kiêng biên hòa | 140 |
| đường cỏ ngọt stevia | 110 |
| chất tạo ngọt tự nhiên | 110 |
| chế độ ăn kiêng cho người tiểu đường | 110 |
| đường an kiêng tropicana slim có tốt không | 110 |
| đường aspamic | 110 |
| đường bắp corn slim | 110 |
| đường bắp tropicana slim | 110 |
| đường cỏ ngọt stevia | 110 |
| đường dành cho người ăn kiêng | 110 |
| đường glucose có phải đường an kiêng không | 110 |
| đường ăn kiêng aspamic | 110 |
| đường ăn kiêng cologrin | 110 |
| đường ăn kiêng của đức | 110 |
| đường ăn kiêng hermesetas | 110 |
| đường ăn kiêng la hán quả | 110 |
| 100g đường an kiêng bao nhiều calo | 90 |
| đường an kiêng splenda có tốt không | 90 |
| 100g đường an kiêng bao nhiều calo | 90 |
| kiêng đường | 90 |
| đường an kiêng splenda có tốt không | 90 |
| đường tropicana slim | 90 |
| đường ăn kiêng của mỹ | 90 |
| đường ăn kiêng equal | 90 |
| đường ăn kiêng sweet n low | 90 |
| đường ăn kiêng tropicana slim | 90 |
| đường ăn kiêng đức | 90 |
| đường huxol | 70 |
| các loại đường ăn kiêng | 70 |
Overall keyword trends, including related keywords
The keywords being searched are categorized as follows:
- Dietary sweeteners: Keywords that are related to dietary sweeteners, their benefits, potential health impacts, and suitability for specific diets, such as “đường ăn kiêng có tốt không” (is dietary sugar good?), “kiêng đường” (avoid sugar), and “tác dụng của đường ăn kiêng” (effects of dietary sugar).
- Sweetener brands and products: Keywords that include specific brand names for sweeteners, such as “”Splenda”, “Tropicana Slim”, “Huxol”, and “Mivolis”.
- Natural and alternative sweeteners: Keyword that are related to natural or alternative sweeteners, including “stevia”, “erythritol”, and “cỏ ngọt” (stevia).
- Sweetener usage and application: Keywords that refer to how to use sweeteners, their caloric value, and their applications, such as “”cách sử dụng đường ăn kiêng” (ways to use dietary sugar), “nấu chè bằng đường ăn kiêng” (Cooking sweet soup with dietary sugar), and “đường ăn kiêng có nấu được không” (can dietary sugar be cooked?).
Each keyword category’s number of keywords, total monthly search, top 3 most searched keywords in each category and their monthly search volume are as follows:
| Keyword category | Number of keywords | Top 3 searched keywords | Total monthly searches |
|---|---|---|---|
| Dietary sweeteners | 106 | đường ăn kiêng (4,400); đường isomalt (880); duong kieng (590) | 19,450 |
| Sweetener brands | 78 | đường isomalt (880); đường ăn kiêng splenda (390); đường stevia (390) | 15,870 |
| Natural and alternative sweeteners | 15 | đường stevia (390); chất tạo ngọt tự nhiên (110); đường cỏ ngọt stevia (110) | 2,780 |
| Sweetener usage and application | 15 | đường ăn kiêng có tốt không (320); nên mua đường ăn kiêng loại nào (210); kiêng đường (90) | 2,580 |
Key points:
- The Dietary Sweeteners category leads in both the number of keywords (106) and total monthly search volume (19,450). This indicates that consumers are highly interested in understanding the health benefits, impacts, and suitability of dietary sweeteners. Keywords like “đường ăn kiêng” (4,400) and “đường isomalt” (880) demonstrate widespread awareness and curiosity about these products.
- The Sweetener Brands and Products category ranks second in total monthly search volume (15,870), emphasizing the importance of specific brands in consumer decision-making. Popular keywords like “đường isomalt” (880) and “đường ăn kiêng splenda” (390) highlight that consumers actively seek trusted brands, reflecting the value of brand loyalty and reputation in this market.
- Although smaller in scope with only 15 keywords and a monthly search volume of 2,780, the Natural and Alternative Sweeteners category showcases a growing trend toward healthier, plant-based options. Keywords like “đường stevia” (390) and “chất tạo ngọt tự nhiên” (110) signal rising consumer interest in sustainable and natural sweetener alternatives.
Brands with high brand awareness through search keywords
Below is the searched brand name, the number of related keywords, and the total monthly search volume.
| Brand name | Total monthly searches | Number of related keywords |
|---|---|---|
| Splenda | 1,050 | 15 |
| Tropicana Slim | 740 | 17 |
| Huxol | 240 | 7 |
| Mivolis | 460 | 16 |
| Cologrin | 560 | 15 |
| Hermesetas | 220 | 5 |
| Aspamic | 450 | 4 |
| Sweet n Low | 130 | 3 |
| Equal | 150 | 4 |
| Assugrin | 30 | 3 |
| Das Gesunde Plus | 10 | 1 |
| Lakanto | 20 | 2 |
| Univiva | 50 | 1 |
| Stevia Trường Thọ | 10 | 1 |
About Splenda
Splenda is a globally recognized brand known for its no-calorie sweeteners, catering to individuals seeking healthier alternatives to sugar. It is most famous for its sucralose-based products, which deliver sweetness without the calories. Splenda products are versatile, used in beverages, cooking, and baking. The brand prioritizes offering diabetic-friendly and weight management solutions, making it a trusted choice for health-conscious consumers worldwide.
About Tropicana Slim
Tropicana Slim is a leading brand in the health and wellness market, offering a variety of low-calorie and sugar-free sweeteners. Known for its high-quality alternatives like stevia-based and corn-derived sweeteners, Tropicana Slim supports healthier lifestyles by promoting weight management and diabetes-friendly options. Its products are widely used for beverages and cooking, making it a favorite for health enthusiasts.
About Mivolis
Mivolis is a German-based brand offering a wide range of health and wellness products, including dietary sweeteners. The brand is known for its high-quality, affordable solutions catering to diverse health needs. Mivolis sweeteners, such as stevia and aspartame-based options, are ideal for reducing sugar intake without compromising on taste. Popular among European markets, Mivolis emphasizes innovation and health-focused living.
Major players of this industry in Vietnam
Tropicana Slim
Tropicana Slim is a prominent sugar substitute brand in Vietnam, celebrated for its commitment to providing healthier alternatives for sweeteners. Known for its high-quality, low-calorie products, Tropicana Slim is trusted by health-conscious consumers and those managing diabetes or weight. The brand’s innovative offerings, including sugar-free sweeteners and stevia-based options, have cemented its leadership in Vietnam’s health and wellness market. Tropicana Slim’s wide availability in supermarkets and pharmacies underscores its status as a household name in sugar substitutes.
Hermesetas
Hermesetas is a globally renowned sugar substitute brand with a strong presence in Vietnam, recognized for its premium quality and long-standing expertise in low-calorie sweeteners. Favored by those seeking a healthier lifestyle, Hermesetas offers versatile products ranging from tablet sweeteners to granulated options. Its scientifically-backed formulations and excellent taste have positioned Hermesetas as a leader among sugar substitutes, appealing to consumers prioritizing taste, health, and convenience.
Huxol
Huxol is a trusted European sugar substitute brand widely available in Vietnam, known for its cost-effective yet high-quality sweeteners. Huxol offers a range of sugar alternatives, including liquid and tablet forms, catering to diverse consumer needs. With its affordability and reliability, Huxol has established itself as a go-to choice for households and individuals seeking sugar substitutes without compromising on taste or quality, solidifying its leadership in the competitive Vietnamese market.
Digital communication strategies of major web players
We will analyze three companies that are considered to be actively marketing on the web, and their digital communications (UX: user experience and web marketing goals).
Definition and targeting of major web players
Here, major web players are defined as companies that deliver advertising through Google and actively direct users to their own websites.
The following 3 companies are included:
- Numeco
- Ingreda
- Phu Gia Thuc Pham VMC
Numeco’s Digital Communication Strategy
What is Numeco?
Numeco is a well-established brand in the food additives industry, recognized for its professional approach and commitment to delivering high-quality, technically precise products. With a focus on simplicity and clarity, Numeco caters to businesses that value straightforward, efficient access to product information and seamless navigation, making it a trusted partner for a variety of industries.
Page used for advertising by Numeco
The landing page that Numeco used for advertising is as follows:
Type: Ad Landing Page
Keyword: chất tạo ngọt 950 (950 sweeteners)
First view
The product image (a white powder on a reflective surface) is clear and relevant, giving users a visual understanding of the product. The clean design and white background ensure the product remains the focal point, reflecting professionalism and quality.
The green and white color scheme reflects a natural, clean, and trustworthy vibe, which aligns well with the food additives industry.
Global Menu
The navigation bar is clear, with categories such as “Trang Chủ” (Home), “Giới Thiệu” (Introduction), and “Sản Phẩm” (Products) logically laid out.
Dual language options (Vietnamese and English) cater to a broader audience.
Contact details are prominently displayed, enhancing accessibility. Essential contact information (hotlines) is prominently placed at the top of the page, making it easy for users to connect with the company.
Product Introduction
The categorization of the product under “Chất tạo ngọt” (Sweeteners) ensures easy navigation and helps users identify its purpose.
Web User Goals
The phone number is prominently displayed in red with a call icon, making it easy for users to contact the company.
A “Danh mục sản phẩm” (Product Categories) section on the right encourages further exploration.
Simplified UX diagram from the relevant page on Numeco site
Ingreda’s Digital Communication Strategy
What is Ingreda?
Page used for advertising by Ingreda
The landing page that Ingreda used for advertising is as follows:
Type: Landing page used for ad
Keyword: chất tạo ngọt 950 (950 sweeteners)
First view
The supplementary image to the left adds context by showing a molecular structure, which is particularly valuable for a technical audience in the food additives industry.
The purple accent color is consistent with the brand, creating a professional and cohesive visual identity.
Global Menu
Contact information, including email and phone numbers, is prominently displayed in the top-right corner for quick access.
The presence of a search icon enhances usability, enabling users to locate specific products or information efficiently.
Product Introduction
Key information, such as the sweetness level, international code, and chemical formula, is presented concisely, allowing users to quickly grasp its essential features.
The description highlights practical applications, such as its use as a sugar substitute in food and beverages, providing context for potential buyers.
Web User Goals
Simplified UX diagram from the relevant page on Ingreda site
Phu Gia Thuc Pham VMC’s Digital Communication Strategy
What is Phu Gia Thuc Pham VMC?
Page used for advertising by Phu Gia Thuc Pham VMC
The landing page that Hadosa used for advertising is as follows:
Type: Landing page used for ad
Keyword: chất tạo ngọt 950 (950 sweeteners)
First view
Supporting images further provide context for the product’s presentation and authenticity.
The colorful header design aligns with the industry of food additives and conveys energy and trustworthiness.
Global Menu
A search bar at the top ensures users can locate specific products or information efficiently.
Contact information, including email and Skype options, is accessible, giving users multiple ways to connect with the company.
Product Introduction
The “Thông tin sản phẩm” section includes clear and concise descriptions of the product and its applications, catering to the target audience.
The use of bolded text in key sections helps users quickly scan and absorb important information.
Web User Goals
The “Đặt Hàng Ngay” (Order Now) button is prominently displayed in blue, making it stand out and encouraging immediate action.
An interactive chat feature (“VMCGROUP VIỆT NAM”) is available, enabling real-time communication and support for potential buyers.
Social media and communication icons (e.g., Skype, email) provide additional options for engagement, enhancing user accessibility.
Simplified UX diagram from the relevant page on Phu Gia Thuc Pham VMC site
Summary
Summary of the Analysis for Numeco, Phu Gia Thuc Pham VMC, and Ingreda
Numeco, Phu Gia Thuc Pham VMC, and Ingreda are key players in the food additives industry, each demonstrating distinct strengths in their website landing pages that cater to their respective target audiences. Through the analysis, the following findings have emerged:
Numeco
Numeco focuses on professionalism and simplicity. Its landing page highlights a clean, minimalistic design with a clear product image and a well-structured layout. The navigation is intuitive, supported by prominently displayed contact details and product categories, enabling seamless browsing. The detailed product information, including chemical properties and compliance standards, reflects Numeco’s commitment to providing technical insights for a professional audience. Actionable CTAs, such as the hotline and quick access to categories, ensure easy engagement for potential buyers.
Ingreda
Ingreda stands out with its visually appealing design and emphasis on technical precision. The use of high-quality images, including a molecular diagram, adds a scientific touch that appeals to a professional and technical audience. The top-bar navigation is clear, and integrated contact details ensure accessibility. Ingreda excels in offering detailed product descriptions, including usage, specifications, and benefits, making it informative for its audience. Strong CTAs, such as “Contact for Samples” and “Direct Consultation,” cater to different user needs, complemented by social media icons for broader engagement.
Phu Gia Thuc Pham VMC
Phu Gia Thuc Pham VMC focuses on practicality and customer interaction. Its landing page prominently displays industrial-scale visuals, showcasing authenticity through product packaging images. The sidebar navigation offers a wide range of product categories, while the search bar ensures easy access to specific information. Detailed product introductions with essential data such as VAT, packaging specifications, and origin appeal to buyers seeking clear and actionable information. The interactive features, including a bold “Order Now” button, real-time chat support, and multiple social media integration points, make it highly engaging and buyer-friendly.
Conclusion
Each brand’s landing page showcases its unique approach to engaging its target audience. Numeco emphasizes clarity and professionalism for technical buyers, Ingreda combines aesthetic design with in-depth information for a professional and technical audience, and Phu Gia Thuc Pham VMC focuses on practicality and interactivity to meet the needs of industrial buyers. Together, these brands demonstrate strong UX principles and effective communication strategies within the food additives market.
This report was compiled using various information sources. All sources are cited within the report. However, the reliability of the information is not guaranteed. For websites displaying advertisements, the destination URLs of the ads were visually confirmed using mouse-hover, and access was gained by directly inputting the link. No ad clicks that would generate costs for the advertiser were performed. This research was conducted using data from November 2024.